Leading Through Uncertainty: Steve Sadove on the Retail Traits That Endure
Part of Rokt Connects, a conversation series on performance, marketing, and innovation in 2025
Retail isn’t static, and leadership can’t be either. As brands navigate new layers of economic complexity, the ability to lead with clarity, adaptability, and conviction has never been more critical. Steve Sadove, former CEO of Saks Fifth Avenue and longtime board advisor, brings a seasoned view to what’s required now. From staying agile in the face of volatility to doubling down on brand equity, Sadove shares the traits that separate reaction from resilience.
In this episode of Rokt Connects, Peter Davies, SVP at Rokt, sits down with John Gerzema, CEO of The Harris Poll, for a conversation that’s both timely and telling. What emerges is a clear mandate for marketers and business leaders: Relevance is more than a campaign strategy. It’s an economic one. Here’s what stood out.
Flexibility is the new leadership muscle
Retail conditions today vary by category, channel, and supply chain. There’s no single playbook. What sets high-performing teams apart, according to Sadove, is how quickly they can adjust course.
“You may need to change your ordering patterns. Shift your marketing dollars. Shorten your lead times. The ability to move on a dime has never mattered more.”
Being responsive is no longer optional. It’s foundational.
Don’t lose sight of the long-term vision because of short-term demands
Quarterly results still matter. But leaders who chase only the immediate numbers risk losing direction.
“You can’t lead quarter by quarter. You need to have a North Star.”
Sadove emphasizes the discipline of looking ahead. When leaders communicate strategy clearly and frequently, teams can move with purpose even during periods of pressure.
Strong brands hold their ground
When market conditions tighten, clarity becomes a competitive advantage. Sadove sees this most clearly in retailers that already have deep customer trust and a confident sense of identity.
“Strong brands win. Walmart, Costco, Ralph Lauren, Birkenstock. These companies know their value. They aren’t yanking budgets at the first sign of trouble. They’re investing with purpose.”
Resilience isn’t about history. It’s about being grounded in who you are and what you deliver.
Marketing cuts costs more than dollars
Pulling back on marketing may offer a quick fix to the balance sheet, but Sadove warns that it often comes at a much higher price.
“It’s easy to cut two percent from marketing and hit your bottom line. But that move doesn’t just reduce spend. It reduces impact.”
With measurement tools now standard, marketing is no longer a black box. The most sophisticated teams weigh budget decisions against clear data on performance and growth potential.
AI is a cultural shift, not just a technical one
AI is transforming the mechanics of retail, but Sadove believes its bigger opportunity lies in how it reshapes how companies operate.
“This is about making teams more productive, more creative, and more focused. It’s not about reducing headcount.”
Success with AI will come from companies that give teams space to test, learn, and evolve. From custom websites to optimized post-checkout offers, AI is making it possible to deliver meaningful customer experiences with greater precision.
“A hundred years ago, my grandfather knew every customer in his store. Now we can do the same thing, digitally and at scale.”
Brands don’t win on tactics. They win on clarity.
Advanced tools and detailed analytics are only valuable if they’re built on a strong foundation. Sadove reminds marketers that clarity still wins.
“Start with the fundamentals. Product. Positioning. Price. Promotion. Understand what makes your brand different. Build everything else on top of that.”
Teams that lose sight of this foundation often react rather than lead. Relevance needs to be earned through discipline and direction.
Key takeaway: Clarity, not complexity, defines great leadership.
In times of uncertainty, the brands that lead with conviction, adjust with purpose, and invest in customer value are the ones that will grow stronger. Discover why the most trusted brands in ecommerce trust Rokt.