From Screen to Store: How Tiffany Lee Drives Local Growth at Fleet Feet

In this episode of From Screen to Store, sponsored by JamLoop, Tiffany Lee from Fleet Feet breaks down how a national brand scales local impact across 285+ stores while balancing eCommerce and in-store performance. She shares how Fleet Feet leverages Connected TV as an awareness driver, measures real business impact across online and offline channels, and empowers local store owners with efficient, testable media strategies. Takeaways Fleet Feet blends national branding with local ownership to drive community-first retail experiences Awareness remains a major growth opportunity even in markets with physical stores CTV is primarily used as an awareness channel to fuel the top of the funnel Measurement focuses on incrementality, store visits, and site traffic Budget flexibility and transparency are critical when choosing media partners Testing new strategies can unlock more efficient and profitable channels Chapters00:00 Introduction to the episode 00:13 Tiffany Lee joins from Fleet Feet 00:33 What Fleet Feet is and how the business operates nationally and locally 02:05 Challenges of maintaining brand consistency across local markets 03:35 The role of CTV in Fleet Feet’s marketing strategy 05:01 Measuring impact across online and in-store performance 06:32 Choosing the right CTV partner and budget considerations 08:22 Proving ROI and tying awareness to conversions 09:25 Why brands shouldn’t be afraid to test new strategies 10:48 Closing thoughts and sponsor shoutout