In this episode of The Orita Podcast, Aaron Schwartz sits down with Melissa Daniels, Special Projects Editor at Modern Retail, for a wide-ranging conversation about journalism, storytelling, ecommerce, and the evolving relationship between brands, media, and technology. From covering local politics and federal courts to becoming one of the most respected voices in retail media, Melissa shares how curiosity, adaptability, and a deep respect for storytelling shaped her unconventional career path.

Melissa’s journey started with dreams of Broadway before pivoting into journalism during the recession era, eventually navigating local newsrooms, political reporting, business journalism, brand communications, and now the fast-moving world of retail and commerce media. Along the way, she’s witnessed the internet reshape journalism, social media redefine distribution, and AI begin to transform how brands connect with customers and communities.

Together, they dive into:

• From aspiring Broadway performer to one of retail media’s sharpest voices

• What local journalism taught Melissa about trust, storytelling, and community

• The career pivots that helped her survive massive shifts in media and publishing

• Why covering business became more compelling than covering politics

• The hidden similarities between journalism, marketing, and brand storytelling

• What makes Modern Retail stand out in a crowded media landscape

• How Melissa balances personal identity, journalism, and creator culture online

• Why relationships, not algorithms, still drive the best reporting

• The behind-the-scenes reality of interviewing executives on stage at conferences

• Why supply chain reporting became unexpectedly fascinating

• Sustainability, secondhand commerce, and the future of product responsibility

• AI in ecommerce: where consumers are embracing it and where brands are overreaching

• Why community is becoming the biggest moat for modern brands

• The importance of breaking down silos between product, marketing, and operations

• How great brands create loyalty through details most companies overlook

This episode is equal parts media evolution, ecommerce insight, and thoughtful conversation about how technology is reshaping both storytelling and consumer behavior. If you care about retail, brand building, journalism, or the future of commerce, this one is packed with perspective.

👥 Meet the guest

Melissa Daniels, Special Projects Editor at Modern Retail

🎙 Hosted by

Aaron Schwartz, Co-Founder & Co-CEO at Orita.ai

🎧 Chapters

[00:00] From Broadway Dreams to Retail Journalism

[02:52] How Melissa Survived the Collapse of Media

[05:42] Why She Walked Away from Political Reporting

[08:33] The Secret to Great Storytelling in Journalism

[11:08] COVID Burnout, Career Pivots & Reinventing Herself

[14:06] Why Retail Journalism Became the Perfect Fit

[16:57] The Hardest Part of Being a Journalist Online

[19:52] Why Relationships Matter More Than Breaking News

[22:32] How Great Interviewers Get People to Open Up

[25:30] The Future of Retail Tech Nobody’s Talking About

[27:28] Why Supply Chain Became the Most Interesting Beat in Retail

[33:02] AI Hype vs Reality in Ecommerce Marketing

[45:30] The Real Secret Behind Brands That Last

🌐 Check out Orita.ai for more episodes of The Orita Podcast, where we sit down with the most interesting operators, marketers, and founders in e-commerce to talk about what’s working right now. Hosted by the Orita team. Orita uses machine learning to help brands send smarter, more profitable marketing, by figuring out who actually wants to hear from you and when.

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