From mass audiences to 1-to-1: How Clorox is rewiring personalization at scale

How does a legacy CPG brand build direct relationships with over 100 million consumers? In this episode of the Commerce Collective, Tiffany Tan (Head of Ecom Growth Acceleration, Clorox) reveals why the biggest bottleneck to true 1-to-1 marketing isn’t your data or tech stack—it’s your organizational alignment. Tune in to learn how Clorox is moving beyond generic mass marketing by leveraging first-party data, clean rooms, and AI to execute highly tailored shopper journeys at scale. Inside the episode: • Why most brands confuse personalization with audience targeting • The hidden operational cost of producing hundreds of creative variations • How to use data clean rooms to balance privacy with precision • Why AI is finally removing the historic trade-off between speed and scale Video Chapters: 00:00 - Introduction & Meet Tiffany Tan 04:00 - The Psychology of Cleaning: Clorox "Feels Good" 06:14 - Reaching 100M Consumers: First-Party Data Strategy 09:57 - Personalization vs. Targeting 13:38 - The Organizational Challenges of 1-to-1 Marketing 16:37 - Combining Signals for Better Consumer Insights 20:13 - Clean Rooms as Essential Marketing Tools 22:03 - Real-World 1-to-1 Marketing: The Brita Shopper Journey 25:57 - Using AI to Solve Creative Velocity 28:50 - Measuring Personalization Beyond Vanity Metrics 30:46 - Rapid Fire: "Commerce Anywhere" & Viral Marketing