Brewing Up B2B Success: Lessons from Jamie Golde’s Career Journey
October 21, 2025
From Best Buy to Radisson Hotels to leading ecommerce at RahrBSG, Jamie Golde, Director of Ecommerce at RahrBSG, has seen the digital commerce revolution from every angle. Today, she’s helping transform a traditionally offline, relationship-driven B2B industry into an efficient, customer-first digital experience.
In this episode of VTEX Live, Jamie joins Santiago Naranjo to share how B2B commerce is evolving beyond spreadsheets and handshakes, why choosing VTEX meant choosing partnership over “one-size-fits-all” platforms, and the lessons she brought from scaling ecommerce at Best Buy during the rise of Amazon. She also reflects on the challenges of being a woman leader in a male-dominated industry, the importance of confidence and curiosity, and what it will take for VTEX to scale its presence in North America.
“If you’ve ever wondered what it takes to modernize B2B commerce, this episode shows why partnership, adaptability, and trust make all the difference
A VTEX Live podcast featuring Jamie Golde, Director of Ecommerce at RahrBSG, who has helped bring digital transformation to a traditionally offline, relationship-driven B2B industry while drawing on her experience in retail and hospitality.
What does it take to modernize B2B commerce? And how do you scale digital in industries still built on handshakes and relationships?
In this episode, Jamie joins host Santiago Naranjo, Chief Revenue Officer, VTEX, to unpack the realities of taking a B2B company online. She shares why RahrBSG chose VTEX as a partner over one-size-fits-all platforms, the honest feedback she’s given on CMS and catalog limitations, and how her team, new to ecommerce, built confidence and processes from scratch.
You’ll hear stories from her decade at Best Buy during the rise of Amazon, how leadership training gave her the courage to thrive as a woman in male-dominated industries, and why she believes technology should amplify relationships rather than replace them. Jamie also offers candid advice for how VTEX can strengthen its presence in the US and Canada by building awareness and leaning into its culture of partnership.
For anyone navigating B2B transformation or scaling ecommerce teams, this is a rare, inside look at balancing tradition, technology, and trust.
Episode Highlights
[00:02:55] From Best Buy to Brewing: Jamie’s Career Journey - Jamie introduces herself and traces her path from a decade at BestBuy.com, to leading digital at Radisson Hotels, and now serving as Director of Ecommerce at RahrBSG. Her experience across retail, hospitality, and craft brewing shows how different industries approach digital transformation.
[00:05:22] Why RahrBSG Chose VTEX Over One-Size-Fits-All Platforms - Jamie explains how her company had already selected VTEX before she joined, but she challenged the decision with tough questions. What won her over was VTEX’s willingness to adapt, partner deeply, and help weave RahrBSG’s DNA into their ecommerce experience, something other platforms like Shopify couldn’t offer.
[00:07:41] Building Ecommerce Culture from Scratch in a B2B World - With most of her team new to ecommerce, Jamie shares how they started with the basics: defining customer segments, mapping the desired experience, and reworking internal operations. VTEX’s collaborative approach gave them the confidence to tackle complex integrations and bring their vision to life.
[00:12:35] Lessons from Best Buy During the Rise of Amazon - Jamie reflects on her time at Best Buy in the mid-2000s, when the company was reinventing itself to compete with Amazon and Target. She describes migrating millions of SKUs from a custom-built platform to Adobe, and the discipline of learning fast while shaping the future of ecommerce.
[00:16:58] Breaking Barriers as a Woman in Ecommerce Leadership - Jamie candidly discusses her experience as a woman in industries often dominated by men. She credits Best Buy’s leadership development programs for giving her the confidence to sit at the table, challenge the norm, and lead with authenticity, insights she now shares to inspire the next generation of women in commerce.
[00:19:45] Modernizing B2B: Where Relationships Meet Technology - Jamie highlights how B2B commerce is still built on handshakes and trust, but technology can amplify those relationships and create scalable wins. From reducing manual processes to automating tasks once handled by phone and email, she shows how digital tools unlock efficiency without losing the human touch.
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