Jaysen Gillespie, VP of Analytics and Product Marketing, RTB House: All right. Our next keynote fireside chat is called How Inclusive Leadership Leads To Business Success. Please welcome to the stage Patricia and Jennifer.

Patricia Waldron, Retail Wire: Thank you. Super happy to be here and thank you guys for joining us. I think you're going to really enjoy this session. It's with great joy that I'm on stage here with Jennifer. We're going to explore the link between exclusivity and business success. So we'll start with you, Jennifer, because you have such an interesting background and experiences. Let's start with who you are, what you bring to the table, and how you go about doing your business.

Jennifer Velez, Head of DEI, Comms + Culture, Forever 21: I'm currently the head of DEI, comms, and culture at Forever 21. I'm not your typical corporate America person. I actually started my career in sociological ethnographic research, living in other countries and researching race as a power structure and social construct. That included exploring the role race plays in the Dominican Republic and Haiti. I've spent time working in prisons and with sex workers to understand their lived experience, analyzing many of the isms present in the US and how they're flipped elsewhere. I've worked in many industries—Forever 21 was my first corporate role. I've also fought with people in Congress in Washington, DC, and have worked in education.

Patricia: Let's talk a little bit about your role at Forever 21, what you're charged with, your mandate, and how that's changed over time, plus examples of your engagement.

Jennifer: My role is broad—I think they'd give me more titles if they could. I started out doing just DEI, housed in HR, then started pushing into communications, which I see as an important partner for DEI. Historically, if we look at colonization and chattel slavery, what made them "successful" for their purposes was taking language away from people. I believe giving people access to language, history, and education empowers them—storytelling is powerful, and that's why DEI and communications should be close partners. I started internally, focusing on employee experiences, and have expanded to merchandising, product development, marketing, and brand activations. My role now touches everything.

Patricia: We've been talking about stories and meeting customers where they are—Gen Z, millennials, alphas. It's equally, if not more, important to do that inside organizations, given the diversity of the workforce.

Jennifer: Exactly. Even our recent campaign with the Compton Cowboys for Black History Month was a beautiful moment. With all the attacks on DEI, getting to interview people and share their stories was powerful—not just for the brand, but for the world. Marketing is storytelling and connection.

Patricia: What's a day in your life like, Jennifer?

Jennifer: It depends! Monday, I'm meeting merchandising to reconfigure Pride product—making sure it's authentic and captures the right audience. Tuesday, I'm with marketing planning brand activations to ensure authentic storytelling. Wednesday, it could be volunteering for fire victims. Thursday, working with talent to educate hiring managers to eliminate bias in interviews. Friday, hopefully a break, or planning the following week with comms.

Patricia: Some see DEI as a watchdog, but you're very proactive. How do you work with functional teams?

Jennifer: DEI is often seen as scary—the monster—but that's not true. Building rapport takes time, especially as a brown queer woman in corporate America. Some execs have wildly different perspectives, but I love connecting and showing how inclusivity benefits everyone.

Patricia: Most of our audience is marketing, tech, digital. How do they collaborate with you?

Jennifer: In many companies, DEI is brought in after a problem appears. I coach organizations to bring us in early, partner proactively, and prevent issues. We bring skills and perspectives others might not see, improving outcomes.

Patricia: Can you share successes—moving business goals or metrics?

Jennifer: Proving impact isn't always easy—we don't have the numbers other functions do. But with product merchandising and marketing, I can show increased sales for products we made more accessible or inclusive, like Black History Month. Comparing projections to actuals shows the impact of DEI initiatives.

Patricia: Do you get internal feedback, making a better environment?

Jennifer: Yes. Most companies have ERGs (Employee Resource Groups), or business resource teams. These identity groups and allies meet to discuss workplace culture and changes, and they're essential for product planning. They provide free in-house perspectives that improve products and marketing, and help organizations grow.

Patricia: How do ERGs get started?

Jennifer: Usually part of DEI, overseen with communications, anyone can start one, though criteria vary. They're independent; I act as a coach and consultant. Leaders come up with ideas for reflection in the organization—everything from holidays to cultural events.

Patricia: We hear about culture starting at the top. What do you look for in executive sponsorship?

Jennifer: Often organizations want to copy-paste frameworks, but especially in DEI, that doesn't work. E-comm organizations are spread across the globe, so honoring individual and team cultures is key.

Patricia: Any parting advice for embracing diversity?

Jennifer: Be open—everyone has their own story. See your DEI team as a partner, and keep striving to make things better. Connect, bring them into projects, and create space for people to be part of and see themselves reflected in the work. This matters, especially where many employees are also customers.

Patricia: Thank you, Jennifer. I learned so much—DEI is a positive force for organizations and individuals.

Jennifer: Thank you.