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Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.
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Yuriy Boykiv is CEO at Front Row, which works with brands like Versed, Rare Beauty, and Glow Recipe to boost their e-commerce growth.
How would you describe your job to someone who doesn’t work in retail? As the CEO of Front Row, I serve as both a visionary leader internally, guiding the organization towards its goals while upholding our core values, and externally, as a part psychologist, understanding the intricate dynamics of consumer behavior, and part client whisperer, ensuring effective communication with our partners. These dual focuses ensure that we consistently fulfill our mission of partnering with leading brands to accelerate their commerce growth globally, utilizing our capabilities and proprietary technology in designing, marketing, and distributing their products.
One thing we can’t guess about your job from your LinkedIn profile? I love soccer (football) and Arsenal FC, which serves as a personal passion driving my dedication to teamwork and strategic thinking in business.
What’s your favorite project you’ve worked on? Aside from my prior work with the US Army on special missions recruitment campaigns, since joining Front Row at the end of 2022, I’ve found immense fulfillment in unifying global teams, working cultures, and clients to amplify excellence in execution across both what we do and how we do it. Within Front Row’s Marketplace Partnership division, Ouai Haircare sought to elevate its Amazon presence, and Front Row’s data-driven strategy propelled their products to top positions in their categories, resulting in their best Prime Day yet and record sales. Within Front Row’s Agency divisions, I’m continually inspired by our work across brand development, packaging, visual merchandising, campaign, and content, working with leading brands La Mer, Kosas, Makeup by Mario, and more.
Which emerging retail trend are you most excited about right now, and why? I’m particularly excited about the evolution of social commerce and its intersection with Gen Alpha. Social commerce not only reshapes how brands engage with consumers, but also taps into the digital native behavior of Gen Alpha, fundamentally transforming the retail landscape. Gen Alpha’s unique characteristics and preferences will drive innovative approaches, fostering a more interconnected and personalized shopping experience.
What’s your go-to coffee order? Espresso, fueling my energy and focus for the dynamic challenges of each day.
Worst piece of advice you’ve received? Being strict and tough with kids—it is a notion I find both outdated and counterproductive.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? My focus has always been on fostering connections with people rather than material possessions. Today, my belief in the value of human connection remains steadfast, guiding my approach in the retail industry where understanding and engaging with people is paramount.