Nearing an end to a successful Q1, One Rockwell continued its outreach to industry digital veterans. Alex Soncini, co-Founder of VTEX eCommerce Cloud Software was top of the list.


VTEX, an incredibly powerful Commerce solution, has over 2,000 live customers in 16 countries (Lancome, Loreal, and Sony to name a few) and is quickly expanding within North America.


alex_vtexAlex is positioned in an interesting role: pivoting between how the advances in VTEX’s technology are catering to the industry’s ask, the collaboration during VTEX implementations with their partnering agencies, the complementary approach to third party technologies within the overarching digital eco-system, and ultimately how a marriage of all three (platform, agency + third party) can deliver a robust solution for a demanding enterprise client.

When looking back on 2016, as an agency, One Rockwell witnessed consistent asks from many of our current and future prospects: less technical responsibility, lower financial digital entry points, flexible brand presentation capabilities, and above all long term partnership + growth.


With Alex’s visibility into the needs of technology partners, brands, and agency’s alike, we appreciated a full digest from him on projected trends for 2017.


“User experience, devices and data drive the virtuous cycle of commerce growth. Consumers are continuously desiring better experiences on both old and new high-tech devices. As a result, the incoming flood of data from all these devices and experiences is forcing brands and retailers to improve their analytics capabilities in order to take advantage of this virtuous cycle.


Currently, how this data is utilized is of utmost importance. It is now necessary to give meaning to the data, and it this aspect is becoming even more important than simply storing the data. Software companies that were once considered valuable are becoming increasingly outdated because they are of the “system of record”, and they are getting heavier and slower; a massive downside to today’s need for faster speeds.


On the contrary, applications that are giving meaning to the data, along with helping people to get their work done faster are seeing an elevated level of prominence. Slack is perhaps the best example. It was founded in 2009, going from $0 to $1B in 2 years, and in 2016 was considered the most valuable private cloud company by Forbes.


What matters now is how you consolidate and use the data to help the decision making process and to personalize the user experience in real time. Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR) and the Internet of Things (IoT) are really empowering the experiences and driving commerce transformation. Nothing is entirely new on that front, but we have been learning how to use it efficiently and it’s clear these innovations are transforming the future.


There is no more space or tolerance for long projects, as the consumer is evolving at a very fast pace. The need to prioritize launching early over everything else has taken absolute precedence. Companies doing this right now hold the leading edge, because the ability to learn as quickly as possible while getting their ideas off paper and into the real world are seeing things happen. We are entering a new era that is much more pragmatic, with new roles and a new dynamic where companies, teams and projects must be agile. The focus must be on developing experiences that customers are wanting to consume, as quickly as possible.”
Contact to learn more about our VTEX eCommerce Cloud Software offering.



The Anatomy of a Successful eComm Store from our friends at @NostoSolutions - awesome! — View Tweet

In theme with our 2017 campaign “The Simplification of Everything” we catch up with Shelly Socol, EVP and Co-Founder of One Rockwell, to see what shifts she is undertaking towards assessing and simplifying her own internal operations.


When both brands and agencies alike begin to scale, both efficient process and inclusive communication becomes the corner stone of a healthy company, regardless of size.

Aside from the traditional consolidation of tools and funneling of various communication platforms, she begins talking to us about how employee empowerment has a direct impact on simplifying operations.


After reviewing Shelly’s insight on The Life Style Edit (read more here) we wanted to better understand her approach to managing employees


“I encourage you to help your team set goals for themselves, ensure to conduct regular and timely reviews, and make sure to communicate consistently. Ownership and empowerment are key elements. Bringing people along with you, by having them involved in the decision-making process inspires them and builds team loyalty. You get the best results when goals are defined and clear and you have benchmarks to go by. Grey area is not a great place to manage from. People want to see their path for growth. I am also not much of a micro-manager. I believe in hiring smart and talented people, who are good at what they do and in providing them with the tools and platforms to advance. The best advice I receive is almost always from my own team.  Listening to one’s team is so important to growing a stable, thriving business. My team represents my eyes and ears on the ground.”



Shelly, along with her other three founders at One Rockwell, have practiced what they preach. One Rockwell focuses on employee retention, internal promotion, and transparent yearly planning. The agency follows an open door policy and is inspired by a flat hierarchy, providing talent with both the guidance and the independence to be curious + effective performers.

Shelly-Socol-The-Lifestyle-Edit-6Empowering your teams seems to be a consistent foundation for brands and agencies alike.


Late Fall, Shelly joined the Unfiltered bandwagon, an exciting new event in NYC, that focuses on compiling New York’s talent with the world’s most creative companies to talk about what it really takes to thrive in today’s modern work culture


On behalf of Amanda Mintz, the brains behind Unfiltered, Shelly was asked to interview two founders who are making names for themselves in the market when it comes to employee growth and retention.


Matthew Brimer is the Co-Founder of General Assembly (, where he supports GA’s global efforts around social impact, alumni community engagement, and partnership development. Matt is also the Co-Founder of Daybreaker ( a global community and lifestyle brand producing conscious morning experiences around the world.


Natalie Lam is Co-Founder of The Foxgrove, a high-end, boutique electronic music and DJ school in NYC, for beginners. Breaking down barriers and making music accessible.The Foxgrove has been featured in Fast Company, Rolling Stone, The Wall Street Journal, The Observer and The Daily Beast.


Shelly spoke with Matthew and Natalie, focusing on the following areas.


  • Continuing Education for Employees
  • Brand Awareness and Employee Retention
  • Internal Growth 


The trio discussed their approaches to living and working cleanly, openly discussed traditional verse alternative means of education, and in general shared ideas on how to nurture existent talent while running a profitable and expanding operation.


Contact us here to learn more about One Rockwell’s mentorship  and incubator programs.

Welcome to Holiday Gifting! A DigitalDelivery coming your way... — View Tweet


The way we consumers think about the products we wear, the food we eat, the air we breathe, and in general the brands we support is shifting towards our personal health and well-being.

As a nation, we are progressing. In 2014, records show nearly 17 out of every 100 US adults smoke cigarettes. 50 Years ago, that number was more than double at a recorded 42.4%.

Other areas are more troublesome. Reports from 2016 reflect an estimated more than one-third (36.5%) of U.S. adults suffer from obesity and an estimated 1,685,210 new cases of cancer will be diagnosed in the United States.

The new “market of prevention” is not a trend; this is a shift in behavior, in lifestyle, and in one’s approach towards holistic consumerism. And it impacts all verticals and product categories.

We invite you to take a look at the opportunity for the beauty category and discuss how to hit the right moving and shifting consumer targets.


Happy #CyberMonday! #ecommerce rules! — View Tweet