Rene Federico, US Head of Marketing at Primark, joins Future Commerce to discuss the international retailer's first major marketing push in America after a decade of organic growth and physical retail expansion. Drawing on over 20 years at heritage brands like Nike and Converse, she shares insights on building brand relevance in a performance-obsessed era, translating the "joy of shopping" to different US markets, and why the customer should always be the hero of the story.