The CPG Guys

The CPG Guys are joined in this episode by Wayne Purboo, VP of Video Advertising at Amazon Ads.This episode was recorded at Amazon unBoxed 2025 in Nashville TNFollow Wayne on LinkedIn at: http://linkedin.com/in/purbooFollow Amazon Ads on LinkedIn at: https://www.linkedin.com/showcase/amazonadvertising/Follow Amazon Ads online at: https://advertising.amazon.com/Wayne answers these questions:Wayne, you've been in media, tech and now advertising at Amazon. Can you walk us through your journey and how you landed in the CPG‐advertising intersection along with what does your current role at Amazon Advertising look like? What are the core responsibilities and strategic levers you focus on?Coming from entrepreneurial & video/telecom roots (e.g., your time co-founding QuickPlay Media) how has that shaped your perspective now in a large ecosystem like Amazon?Many CPG brands think “Amazon = retail channel” but there's a whole advertising & media angle. How do you advise brands to better harness the “media + commerce” capability of Amazon, especially with video?From your vantage point, what are the most common mistakes CPG brands make when planning Amazon-advertising budgets with video?How does you define success for a CPG brand? Are there metrics beyond lower funnel that brands should be paying more attention to, especially with video?Video, streaming, influencer, live-commerce: Which media formats do you think are the most under-utilised by CPG brands on Amazon right now, and why?How should CPG brands think about full-funnel versus upper-funnel investments when advertising on Amazon? Is there a "sweet spot" you're seeing?What advice would you give a CPG brand that's just starting to advertise on Amazon (i.e., their first campaign) on leveraging video — what some things should they absolutely nail?On the flip side: what advanced tactics or experiments are you seeing the most exciting results from, for brands already well-established on Amazon?Are there “best practice” frameworks or internal Amazon Advertising tools that brands should know about (or ask for) re : video / streaming that many overlook?Over the next 3-5 years, what do you think will be the biggest disruptors in CPG advertising (on Amazon and beyond) with video?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. This week's topics:Amazon tests ultra fast deliveryThe Kroger Co. reported strong sales for its third quarterWalgreens Expands Retail Media with AI-Powered Order Confirmation AdsDollar General and Dollar Tree both reported November quarter resultsCPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Nielsen IQ's Sherry Frey - VP Total Wellness, Anna Mayo - VP Beauty Vertical, Chris Costagli - VP Food & Beverage Vertical & Andrea Bider - VP Pet Care Vertical.Follow Sherry Frey on LinkedIn at: https://www.linkedin.com/in/sherry-frey/ Follow Anna Mayo on LinkedIn at: https://www.linkedin.com/in/anna-mayo/ Follow Chris Costagli on LinkedIn at: https://www.linkedin.com/in/chriscostagli/ Follow Andrea Binder on LinkedIn at: https://www.linkedin.com/in/andreabinder/ Follow NIQ online at: http://nielseniq.comEach guest is asked to recap major trends from 2025 and predictions for emerging trends in 2026.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Wain Yu, GM/Director of Buy With Prime & Multi-Channel Fulfillment at Amazon.Follow Wain on LinkedIn at: https://www.linkedin.com/in/wainwrightyu/Follow Amazon on LinkedIn at: https://www.linkedin.com/company/amazon/Follow Buy with Prime online at: https://buywithprime.amazon.com/Wain answered these questions:There are several new partners whose orders now that sellers have a choice for pick, pack and ship with Amazon. Tell our audience who they are and why this is ground breaking indeed! What does this new expansion mean for Amazon sellers and the growth of their small businesses?Can you share what your goals are as GM for Amazon MCF & Buy with Prime?How does Amazon view the role of fulfillment and seamless checkout experiences (via Buy with Prime) in the overall customer journey and in building brand trust?What are the top priorities for Amazon in enhancing MCF and Buy with Prime over the next 12-24 months? For a CPG brand considering Multi-Channel and Buy with Prime, what are the most compelling benefits (conversion, retention, logistics savings, etc.) — and what are the trade-offs? How does Multi-Channel Fulfillment and other Amazon logistic services help support sellers?What are the benefits Amazon sellers get from using Multi-Channel Fulfillment?What criteria or operational readiness should brands evaluate to ensure they get the most out of MCF & Buy with Prime?Fast, free delivery promises often increase consumer expectations. How does Amazon ensure reliability and consistency for brands using Buy with Prime across different geographies / fulfillment networks?What makes Amazon's third party logistics an unique industry offering? What data & analytics can brands access when using Buy with Prime & MCF?How do you see technology (e.g. AI, predictive logistics, demand sensing) playing a role in improving fulfillment speed, reducing waste/costs, or improving the customer experience?How do you see the landscape evolving for fulfillment / checkout services — from other marketplaces, startup 3PLs, or tech companies trying to replicate Buy with Prime's value? Looking ahead, how might consumer expectations shift (faster delivery windows, more flexible returns, sustainability) and how will Amazon's fulfillment/checkout offerings need to adjust?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. This week's topics:Omincom closes IPG acquisitionDOJ Google case reaches end of remedies phaseKatseye "Better in Denim" campaign elevates Gap Inc. salesBest Buy raises full year estimates on resilient cnumer buyingCPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Mike Westgate, Vertical Director of Enterprise Food, Beverage & Alcohol Advertising at TikTokFollow Mike on LinkedIn at: https://www.linkedin.com/in/mikewestgate/Follow TikTok on LinkedIn at: https://www.linkedin.com/company/tiktokbusiness/Follow TikTok online at: https://ads.tiktok.com/business/en-USMike answers these questions:1. Mike, you've talked about TikTok leading a new era of “discovery commerce.” Can you unpack what that means, and how it's shifting traditional consumer journeys?2. Historically, shopping started with intent — now it begins with inspiration. How should CPG marketers rethink their strategies in this new discovery-first model?3. How is TikTok helping brands bridge that gap between entertainment and transaction — from a “fun scroll” to an actual purchase?4. Food & Bev has exploded on TikTok — from viral recipes to emerging brands. What's fueling that momentum?5. Can you share an example or two of how leading Food & Beverage brands are using TikTok to stay culturally relevant and drive measurable business results?6. How are challenger brands — maybe smaller or niche players — using TikTok differently to punch above their weight?7. TikTok has become both a cultural hub and a shopping destination. How do you see this evolution shaping advertiser needs and consumer behavior through 2026?8. Creators have become essential to the platform's ecosystem — how do you see their role evolving as commerce becomes more embedded in content?9. What are some of the biggest misconceptions you still hear from brands about TikTok — and what's your advice for those trying to get it right?10. If you had to summarize the “future of commerce” in one phrase or prediction — what would it be?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Kristi Argyilan, Global Head of Advertising at Uber.Follow Kristi on LinkedIn at: https://www.linkedin.com/in/kristiargyilan/Follow Uber on LinkedIn at: https://www.linkedin.com/company/uber-advertising/Follow Uber online at: https://www.uber.com/us/en/advertising/Kristi answers these questions:Can you walk us through your role at UBER Ads and how the organization fits within the broader UBER ecosystem?What unique value does UBER bring to the retail media landscape, especially compared to traditional players like retailers or streaming platforms?What makes advertising within the food delivery sector different from other consumer industries?  What types of CPG brands are seeing the most success on UBER Ads—and why?How do you balance the needs of large national CPGs vs. emerging or local brands?Can you share a campaign or partnership or examples that exemplify what "great" looks like on UBER Ads? aka what is best in class?What role does data play in segmenting and targeting audiences? How do you balance broad reach with personalization?What key performance indicators (KPIs) do you consider most critical when evaluating ad success at UBER? Can you share some examples of how data insights have directly influenced campaign adjustments?How do you tailor campaigns to resonate with diverse local markets versus a national audience? What does working with UBER ads entail - aka the customer experience?What advice would you give to brands, especially in the consumer packaged goods arena, looking to leverage digital advertising for growthCPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. This week's topics:Walmart's latest earnings2026 Food & Beverage PredictionsKroger Retooling eCommerceTarget partners with Open AICPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Kellanova's Mike McCune, Sr. Dir Sr. Director of Integrated Commercial Analytics & Maggie Gilliam Hoy, Sr. Director , and Omni COE lead. Today's episode is all about data, analytics, the changing shopper behavior to lean omnichannel and the story of how one snack manufacturer has leaned into reporting and insights in a meaningful way. Follow Mike on LinkedIn at: https://www.linkedin.com/in/michaelthomasmccune/Follow Maggie on LinkedIn at: https://www.linkedin.com/in/maggie-gilliam-hoy-22800120/Follow Kellanova on LinkedIn at: https://www.linkedin.com/company/kellanova/Here's what we asked them :1. Maggie, let's get this started with you. As Senior Director of Omni Capabilities at Kellanova, you cover a broad remit across commerce & marketing. How are you defining “omni commerce” in the snack/CPG space today? Also tell us about your remit.2. Mike, talk to us about your remit. You also have an RGM background - who do you support at Kellanova and what does a day in your life look like?3. With such a change in consumer behavior to omnichannel & ecommerce, believe you have developed a system called KOPS. What does it stand for and what data sets are the inputs - did we hear over 30 data sets? Mike to go first.4. Mike- what prompted the need for KOPS in the first place? What was not working well? What was replaced? How has it been received? Any surprises?5. Maggie - how are you preparing for more growth in ecommerce and digitally engaged shoppers in 2026. What sort of analytics do those whom you service need in these uncertain times?6. Mike - I'd like to ask you the same question - you touch much more than omnichannel and digital. Everyday business - what sort of data sets are now in play that are non negotiable?7. Maggie - as the head of the omnichannel COE, how do you coordinate omni activities so that the consumer experience is seamless across digital, physical retail, and experiential activations?8. Maggie - how are you handling non-traditional retailers or 3-party services like Instacart, Doordash, or Tik-Top Shop?; Are these a priority?”9. This last one is again for both of you - with your respective roles and lenses, looking into the next 3-5 years, what do you see as the biggest disruption (or opportunity) in how snack brands will go to market?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Tracey Halama, CEO of Supergut which produces clinically-validated solutions that transform your life through your gut microbiome.Follow Tracey on LinkedIn at: https://www.linkedin.com/in/traceyhalama/Follow Supergut on LinkedIn at: https://www.linkedin.com/company/ur-labs/Follow Supergut online at: https://supergut.com/Tracey answers these questions:What inspired you to join Supergut and lead its next phase of growth, given your background (e.g., at Vital Proteins)?How do you define Supergut's mission and what “owning the gut-health category” means to you?Supergut has emphasized science backed ingredients–resistant starch/prebiotic blends–and positioning around GLP‐1 nutrition.How do you balance science-backed ingredients with consumer-friendly messaging?How do you evaluate and select ingredient technologies (e.g., green banana resistant starch, Solnul®, Sunfiber®) and how do you see that evolving?With regulatory & marketing complexities (e.g., how you label “GLP-1 Daily Support”), how does the brand stay nimble while protecting claims?When you look ahead 3-5 years, what does success look like for Supergut (revenue, distribution, impact) & given the rapid growth you've already achieved, what is the next inflection point you're targeting?How do you think about product pipeline: will Supergut stay tightly focused on gut/metabolic health or expand into adjacent nutrition categories?You've moved from strong DTC into major retail doors (including big names) and are scaling omnichannel.What has been the biggest challenge in that transition and where can we find the portfolio?This is a mature yet old industry with little change - with your transition from technology into wellness and your CPG leadership background, what are the leadership lessons you carry into Supergut as a female leader?How do you build the kind of culture and team you'll need for scale (especially moving from startup growth into a larger enterprise)? What do you look for when hiring leaders in areas like supply chain, data, marketing in a high-growth CPG brand?For other CPG founders targeting wellness/functional nutrition: what advice do you have regarding building proof (clinical, ingredients) versus speed to market? What are the key things you think retailers care about today?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Mark Hardy, SVP of Walmart Data Ventures which unlocks the full value of Walmart's first-party data, delivering actionable, customer-centric insights through Scintilla, our integrated insights ecosystem. Scintilla is now available in the U.S., Mexico, and Canada, offering Merchants and brands a comprehensive solution to make informed business decisions in today's dynamic retail environment. Mark and PVSB unpack all of the happenings at WDV's Inspire 2025 event.Follow Mark on LinkedIn at: https://www.linkedin.com/in/mark-a-hardy/Follow WDV on LinkedIn at: https://www.linkedin.com/company/walmartdataventures/Follow WDV online at: https://www.walmartdataventures.com/Here's what we discussed:CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Jeff Cohen, Chief Business Development Officer at Skai.Sri, PVSB and Jeff recap the major announcement at Amazon Unboxed 2025.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. This week, Sri recaps his visit to Amazon Accelerate.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Mike Del Pozzo, CEO of PepsiCo North America Commercial & Customer at PepsiCo, food & beverage manufacturer of iconic brands like Pepsi, Frito Lay, Mtn Dew, Gatorade, Quaker Oats & Doritos.Find Mike on Linkedin at: https://www.linkedin.com/in/michael-del-pozzo/Find PepsiCo on Linkedin at: https://www.linkedin.com/company/pepsico/Find PepsiCo online at: https://www.pepsico.com/Here's what we asked Mike:PepsiCo recently announced *Pepsi Prebiotic Cola* — a major evolution of traditional cola. How do you see functional ingredients like prebiotics shaping the future of the carbonated soft drink category?2. Gatorade is introducing *Gatorade Lower Sugar*. What role does reduced sugar innovation play in meeting evolving consumer expectations without compromising performance?3. Starbucks Coffee & Protein is launching nationally through the PepsiCo partnership. How important are joint ventures like this in accelerating PepsiCo's innovation agenda?4. Pepsi is moving into premium *12oz glass bottles*. What does this say about the importance of packaging as an innovation driver, especially with younger consumers and how will this help in foodservice?5. Lay's is undergoing its biggest brand refresh in 100 years. How do visual identity and packaging innovation play into consumer trust and loyalty?6. By the end of 2025, Lay's and Tostitos will have no artificial colors or flavors. How big of a lift is this operationally, and how does PepsiCo define “clean label” innovation?7. How is PepsiCo using *pdpviz®* (data and insights) to connect innovation with retailer success and shopper behavior?8. With e-commerce and omnichannel shopping accelerating, how does PepsiCo think about innovating “where” products show up, not just *what* they are?9. Innovation often comes with risk. How do you personally create a culture within PepsiCo North America where teams feel empowered to test, fail, and scale new ideas?10. If you fast-forward to 2030, what will PepsiCo North America's innovation legacy look like under your leadership?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Austin Leonard, VP/GM of the Dollar General Media network. His background in advertising and audience building is tailor made for the scale of the retailer and the reach it has nationally.Find Austin on Linkedin at: https://www.linkedin.com/in/austinleonard/Find Dolla General Media Network on Linkedin at: https://www.linkedin.com/company/dg-media-network/Find DGMN online at: https://www.dgmedianetwork.com/Here's what we asked Austin :Why don't we start with a good overview of DG + DGMN - tell us about the DG customer, the DGMN audience propositionLet's talk the digital side of the business, how is the footprint growing, and who are DG partners - how does DGMN fit into this?You're here at groceryshop with us, what are you hoping to accomplish at this conference? What would be great takeaways?So where does DGMN sit at DG - how do you work with Integrated marketing and how does it connect to your CMO?What does a best in class partnership with DGMN look like? What advice do you have for brands looking to improve their relationship with DG customers?Measurement = we've discussed this enough times over the years, can you please share what metrics and ROI reporting brands and advertisers can expect when working with DGMN?I'm sure you've been thinking about instore media : give us the full scoop of what advertisers can expect from DGMN and how does it tie back to the merchant?What's next for DGMN heading into 2026? Tech, audience growth, you partnerships, etc.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. This week, Sri recaps his visit to Amazon Accelerate.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Brian Monaghan, SVP/Head of Albertsons Media Collective, the retail media division of the Albertsons Companies.Find Brian on Linkedin at: https://www.linkedin.com/in/brmonahan/Find AMC on Linkedin at: https://www.linkedin.com/company/albertsons-media-collective/Find AMC online at: https://albertsonsmediacollective.com/Here's what we asked Brian:What led you to join Albertsons Media Collective, and how do your past experiences (at Dentsu, Pinterest, Walmart etc.) inform your vision here?What is your overarching mission for Albertsons Media Collective over the next 3-5 years?How do you define success for Albertsons' retail media—beyond revenue like category growth or household penetration?Albertsons recently introduced a new “media toolkit” for CPG partners. How do you see this evolving, and what are the biggest learnings so far? How does the “collective growth” mindset, you have spoken of, translate into concrete programs or incentives for advertiser partners? What are the major obstacles in full funnel closed-loop measurement and attribution in grocery / retail media, and how is Albertsons tackling them?How is Albertsons leveraging tech innovations (e.g. AI, machine learning, predictive analytics) to improve targeting, personalization, and measurement?How do you foster collaboration with advertisers to not just run campaigns but jointly drive category growth?How is Albertsons organized internally such that the media collective is aligned with merchandising, operations, digital, stores etc.? What are the biggest coordination challenges?What kind of investments (talent, tech, partnerships, infrastructure) are you making to scale Albertsons Media Collective?As RMNs seek to break out of the current dominance of the 2 biggest platforms, what are the biggest risks you see for retail media in the next couple of years (regulatory, economic, competitive, technological)?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSHeCCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this special Halloween episode by Tim LeBel, Chief Halloween Officer and President of US Sales at Mars Wrigley,Follow Tim on LinkedIn at: https://www.linkedin.com/in/tim-lebel/ Follow Mars Wrigley on LinkedIn at: https://www.linkedin.com/company/mars/Follow Mars Wrigley online at: https://www.mars.com/Here's what we asked Tim: Tim, what does ‘Chief halloween officer' mean to you?How does Mars Wrigley think about the role of Halloween in the annual plan? When does Halloween planning start?What shifts have you seen in consumer behavior around Halloween in the past few years? What trends are you seeing this year?How does Mars Wrigley segment its Halloween portfolio (e.g. “everyday” SKUs vs seasonal/limited edition)?  What is the innovation cadence for seasonal items?How do you balance scale vs novelty in Halloween SKUs? How much shelf “real estate” do you devote to your core candies vs seasonal or promotional items?How do you think about the “kid vs adult” consumer dynamic in Halloween candy buying?How do you see e-commerce / DTC / omnichannel evolving for Halloween candy? (E.g. subscription boxes, online-exclusive SKUs, direct-to-consumer offerings, grocery pickup, cross-channel promos.)How do you align with your retail customers (supermarkets, mass, drug, dollar stores, convenience) on Halloween strategies & what is your strategy for securing premium shelf and display space (endcaps, gondolas, checkout lanes) during Halloween?Can you walk us through the innovation pipeline for Halloween SKUs - From ideation to shelf, how long does it take, and how do you “test” new ideas?What role does marketing/ads/PR & retail media play in your Halloween programs?How about social media campaigns/influencers, partnerships, co-markets, influencer tie-ins, event activations.)Looking ahead: what do you see as the biggest opportunities and risks for Halloween candy over the next 5 years?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. This week, Sri recaps his visit to Amazon Accelerate.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Dave Glick, SVP of Enterprise Business Services at Walmart.Follow Dave on LinkedIn at: https://www.linkedin.com/in/davidglick1/Follow Walmart on LinkedIn at: https://www.linkedin.com/company/walmart/Follow Walmart online at: https://corporate.walmart.com/Here's what we asked Dave: What is your role at Walmart?As an early adopter of technology, how is business services being driven forward by AI?What is agentic AI to you and how Walmart is approaching it?What was the strategic reason for Walmart to develop a unified AI framework with four "super agents" instead of continuing to build standalone tools?Describe the practical, day-to-day functions of the new associate AI agent and how it improves associates lives.What is your strategy for leading a large organization through significant technological change and driving widespread adoption among associates?With large tech organizations at Walmart, how do you maintain alignment around strategy, culture, and being “people-led”?I know you're leading some transformation around claims and disputes - I believe you are going to move mountains there. Shed light please.Why “stop being nice, start being kind” resonated so strongly with you—how does that translate to enterprise leadership? When you look ahead 12-18 years, how do you see Enterprise Business Services evolving—especially with AI?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Harvey Ma, VP/GM of Sam's Club MAP, the club format's retail media division.Follow Harvey on LinkedIn at: https://www.linkedin.com/in/harveyma8/Follow Sam's Club MAP on LinkedIn at: https://www.linkedin.com/company/sams-club-map/Follow Sam's Club MAP online at: https://map.samsclub.com/Here's what we asked Harvey: Based on the vision you shared, how are you seeking for MAP to evolve under your leadership?I mentioned that, earlier this year, you launched Scan & Go Ads. At that early stage there were some inventory limitations. Would you first share with our audience the details behind what Scan & Go Ads are and how they work and then give us an update on the inventory availability situation? Are there more enhancements coming?Speaking with brand advertisers, we know how important transparent closed-loop measurement is to their investment decisions. How is MAP standing out in its class in delivering to brands what they seek?We've heard about MAP's Omni-Impact solution. What is it and why is should this be meaningful to brand advertisers?Continuing along with the theme of differentiated solutions, what is MAP offering around its Retail Experience Network and omnichannel experiences that are of note, particularly highlighting a case study?We often speak with your counterparts in Walmart at Connect in the US and abroad,notably Canada and Chile. They often speak about collaboration, leveraging shared capabilities, platforms, etc. How is MAP collaborating on solutions with other parts of the organization and how are you charting differentiated experiences because of your format?CES is coming up in a few short months. We hear you have more big plans in store for the 2026 event. What can you preview for our audience and how are you seeking to engage with brand advertisers at the event?You're here for a few days at Groceryshop seeing what the future of the industry is CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. This week, Sri recaps his visit to Amazon Accelerate.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Rick Swinkels, CEO of TCC, which creates high participation, high engagement loyalty campaigns and platforms that influence, recognise and reward shopper behaviour in-store and online.Daniel Torres Dwyer of The FMCG Guys co-hosts the episode.This episode is sponsored by TCC Global.Follow Rick on LinkedIn at: https://www.linkedin.com/in/rickswinkelsFollow TCC Global on LinkedIn at: https://www.linkedin.com/company/tcc_2/Follow TCC online at: https://www.tccglobal.com/CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Robin Kendric Triplett, VP of Integrated Marketing Exereinces at The Coca-Cola Company.Follow Robin on LinkedIn at: https://www.linkedin.com/in/robinktriplett/ Follow Coc-Cola on LinkedIn at: https://www.linkedin.com/company/the-coca-cola-company/Follow Coca-Cola online at: https://www.coca-colacompany.com/Here's what we asked her : What does the title “Integrated Marketing Experiences” mean at Coca‑Cola? Which disciplines report into your organization? Can you walk us through your general approach to crafting integrated campaigns that spans media, commerce, multicultural, and creative touchpoints?How do you align integrated marketing efforts with evolving consumer behavior, especially in the digital/shopping space?What role does data play in shaping your integrated marketing efforts and what are important data sources to do this?How does Coca‑Cola integrate commerce experiences with digital and social activations—especially in grocery and retail shopper settings?Can you share an example of a particularly innovative or cross-functional project your team led recently and what made it successful?Here we now sit in a world of closed-loop measurement. How do you connect integrated marketing experiences to measurable business outcomes—such as sales lift, brand equity, CLTV, NTB or perception shifts?Which emerging trend—be it AI, immersive media, retail media, or something else—are you most excited about for integrated marketing?You were honored as one of Ad Age's 40 Under 40 in 2022—what do you feel helped you reach this recognition?You've completed all six World Marathon Majors and aim for all seven continents—how has long-distance running influenced your leadership style or strategic thinking? CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.  CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. This week, Sri recaps his visit to Amazon Accelerate.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Zach Dennett, VP Merchandising for Consumer Health and Wellness, and Supplemental Benefits at CVS Pharmacy, the Front-Of-Store Retail Business Unit of CVS Health. Follow Zach on LinkedIn at: https://www.linkedin.com/in/zacharydennett/ Follow CVS Health online at: http://cvshealth.comFollow CVS Health on LinkedIn at: https://www.linkedin.com/company/cvshealth/Zach answers these questions:Since stepping into your current role in March 2024, what has been your primary focus within Consumer Health & Wellness front of store merchandising at CVS Health?CVS emphasizes seamless omnichannel experiences. What are key milestones in merging in-store and digital merchandising? With around 60 million digitally engaged customers, what are the biggest learnings about how digital influences in-store purchases in your category?What qualities do you look for in emerging brands seeking merchandising partnerships with CVS Health?CVS stores have shoppers coming for Rx, for OTC and even primary healthcare needs. How do you work with the other business owners within CVS Health to ensure your shoppers get the care that they need and how do brands play a role in this process?Could you share how your merchandisers interact with CVS Media Exchange to ensure that brands connect with your consumers in the path to purchase?What role does behavioral insights via loyalty data (e.g., ExtraCare insights) play in determining your merchandising strategies? In other statements, you've noted younger generations trust influencers over experts. How does this affect product merchandising strategy? How do you see CVS's merchandising role evolving over the next 3–5 years amid innovations like “instant commerce”?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Fintan Gillespie, Global Director - Ad Partnerships Group at Snap Inc., a technology company that contributes to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together. Follow Fintan on LinkedIn at: https://www.linkedin.com/in/fintangillespie/Follow Snap for Business online at: http://forbusiness.snapchat.com/cpgguysFollow Snap Business Blog at: https://forbusiness.snapchat.com/blogFollow Snap on LinkedIn at: https://www.linkedin.com/showcase/snapchat-for-business/postsThis episode is sponsored by Snap, Inc.Fintan answers these questions:Fintan, let's start with your journey. What brought you into the world of media and partnerships, and what does your current role at Snap entail as Head of Independent Agencies & Global Ad Partnerships?You lead  global ad partnerships. How do these partnerships shape Snap's GTM strategy in the broader media ecosystem?Independent agencies are often more agile and innovation-driven than holding company giants. How are you seeing them lean into platforms like Snap to drive differentiated value for their CPG clients?What advice would you give to agencies looking to leverage Snap effectively within omnichannel media strategies?Proving ROI remains critical for agencies and brands. How is Snap helping advertisers measure real business outcomes, especially sales lift and conversion?Looking ahead to 2026, what's your boldest prediction for the intersection of agencies, partnerships, and platforms like Snap in the world of commerce mediaFintan, you've seen the media landscape from multiple vantage points. What leadership lesson or guiding principle has helped you most in building trust and value in partnerships?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. This week, Sri recaps his visit to Amazon Accelerate.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Fuad Hannon, VP of New Business Verticals at DoorDash. In this role, he leads a team responsible for building new operating capabilities and delivery channels at DoorDash to expand our local commerce platform to new growth areas. Prior to his current role, Fuad was Head of New Business Verticals at DoorDash, previously a General Manager, and was part of the founding team for DoorDash Drive, the company's white-label fulfillment platform. Prior to DoorDash, Fuad worked at Google leading their Google Express operations and began his career as a strategy consultant at McKinsey & Company. Fuad holds a B.S. from the University of Minnesota and an MBA from the Harvard Business School.Follow Fuad Hannon on LinkedIn at: https://www.linkedin.com/in/fuadhannon/Follow Yoobi on LinkedIn at: https://www.linkedin.com/company/doordash/Follow NIQ online at: https://www.doordash.com/This episode is sponsored by DoorDash.Here's what we discussed:Grocery growth: Grocery has been a big area of investment for DoorDash. What progress have you made, and how do you see DoorDash's role evolving in this space?Consumer behavior: How does consumer behavior in grocery differ from other categories in on-demand delivery, and what opportunities does this create for grocery brands? Category momentum: What types of grocery categories or products are seeing the most success on on-demand platforms, and why?We learned at GS that you have just expanded your partner list - can you take us through what's new and exciting with your partners?Convenience & necessity mix: How does the mix of convenience (meal delivery) and necessity (grocery) create differentiated opportunities for brands? Best-in-class partnership: Can you share an example of a partnership with a grocery-focused CPGthat illustrates best-in-class use of DoorDash?Grocery & DoorDash Ads: How does the growth of the grocery vertical unlock new opportunities within DoorDash Ads, and what makes DoorDash a differentiated platform for grocery brands that want to advertise?Dashmart - I am very familiar with this offering through my days at GMI, even have walked through the NYC one, what's new and exciting about who are leveraging this?Advice to brands: What advice would you give to grocery brands looking to scale their presence on digital platforms like DoorDash?Future of Grocery on DoorDash: What message are you hoping to leave the industry about DoorDash's leadership in grocery and new verticals?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of the CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPGGUYS are joined in this episode by Sarah Leinberger. Sarah is an ex-colleague of Sri from General Mills. She recently switched to leading marketing and brand management at a startup Yoobi. She is active on the brand speaking circuit from Cannes Lions to Adweek and more. This episode is a recap of how she made the jump, what it takes in a very small environment and how she is laying the path for brand share gains.Follow Kim Cox on LinkedIn at: https://www.linkedin.com/in/sarahzehrerleinberger/Follow Yoobi on LinkedIn at: https://www.linkedin.com/company/yoobi-llc/Follow NIQ online at: https://yoobi.com/Here's what we asked her : Sarah, what's the Yoobi story? What was the consumer problem it solves? In a crowded market, how does Yoobi uniquely stand out to shoppers, retailers, and partners?In your own journey from some of the largest companies and brands to a startup - what's the biggest change you are experiencing?How are you folks approaching distribution and retail media to scale Yoobi in 2025 and beyond?How is Yoobi leveraging digital shelf, DTC, or omnichannel touchpoints to stay close to consumers?As a marketer, how do you see AIAs a growing brand, how do you balance investments in media versus broader awareness-driving channels?How are Gen Z and younger cohorts influencing Yoobi's product innovation, brand voice, or community building? What role does sustainability, inclusivity, or brand purpose play in Yoobi's DNA? What's your vision for marketing for Yoobi by 2026? What does success look like?For those transitioning from large brands to follow your path, what advice would you give to emerging CPG entrepreneurs looking to navigate retail, media, and consumer demands today?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.  CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Kim Cox, Managing Director for North America eCommerce & Global Snapshots at NielsenIQ, the world's leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. Follow Kim Cox on LinkedIn at: https://www.linkedin.com/in/kim-cox-nielsen/Follow NIQ on LinkedIn at: https://www.linkedin.com/company/nielseniq/Follow NIQ online at: https://nielseniq.comHere's what we discussed : Let's get straight to the point - Could you walk us through your framework of “Full View Measurement”? What does it encompass—and what, if anything, is still a work in progress?How has Full View Measurement evolved over the years, and what makes NIQ's approach uniquely robust in today's omnichannel environment?NIQ's Full View™ now includes top-tier coverage across online, club, D2C, social, and quick commerce—with account-level insights. Can you highlight how integrating the largest U.S. club retailer strengthens the overall measurement ecosystem?You've emphasized deeper private label performance insights. How are manufacturers leveraging that data to inform product strategy and positioning?With 91% of consumers now shopping both in-store and online, what emerging behavioral trends should brands be paying attention to as they optimize omnichannel approaches?“Digital engagement is no longer a complementary strategy—it's essential to growth.” With growth in some categories slowing, what strategic pivots should CPG and retail leaders consider over the next few years?Going beyond traditional POS, what next-gen data sources or technologies is NIQ exploring to expand omnichannel signal capture—especially in emerging channels like quick commerce and social commerce?How can Full View and related tools empower sales teams to conduct causal analyses on shopper behavior—like identifying why "casual buyers" aren't converting or where growth is stalling?Where do you see the biggest opportunity for omnicommerce measurement to evolve over the next 18–24 months? How will it reshape strategic planning for brands and retailers?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.  CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Jordan Rost, head of Ad Marketing for Roku & Jeff Bustos, SVP retail media analytics at Merkle. Jeff is a repeat guest on the CPG Guys and we have had great conversations on the role of retail media in our industry. This episode is focused on retail media including new capabilities, our guests' partnerships and the overall state of retail media research and learnings.Follow Jordan Rost on LinkedIn at: https://www.linkedin.com/in/jordanrost/Follow Roku on LinkedIn at: https://www.linkedin.com/company/roku/Follow Roku online at: https://advertising.roku.com/ Follow Jeff Bustos on Linked in at : https://www.linkedin.com/in/bustosjeffrey/ Follow Merkle on LinkedIn at: https://www.linkedin.com/company/merkle/ Follow Merkle online at: https://www.merkle.com/Here's what we discussed :  1. Jordan, give us the latest - Roku was on this podcast  a year ago, what's changed, what's new and how is the world of CTV doing?2. Jeff, Roku and Dentsu recently revealed research on shoppable TV advertising and whether it drives success for CPG. Tell us if content commerce integration drives engagement for brands or not?3. Jordan, you now have a partnership with Amazon. Tell us all about it and how advertisers can benefit from this partnership including any measurement?4. Jeff, as an expert of retail media measurement, how are you advising all including Roku to innovate metrics and deliver for CPG brands?5. Jordan and Jeff, are these ads mostly generic or personalized and how are consumers responding to it?6. Jordan, what role does content provide in engagement and attribution - how do you work with brands in ensuring there is ROI?7. Jeff, we know price sensitivity is impacting CPG today. How can brands reach the value-driven shopper?8. Jordan, if a brand hasn't used CTV before, what's the best way to give it a try? CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.  CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. This week, Sri recaps his visit to Amazon Accelerate.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Laura Knebusch, SVP CPG Marketing & CX at Geaorgia-Pacific, the world's leading manufacturers and marketers of bath tissue, paper towels and napkins, tableware, paper-based packaging, cellulose, specialty fibers and building products. Follow Laura on LinkedIn at: https://www.linkedin.com/in/laura-knebusch-8887033/Follow Georgia-Pacific on LinkedIn at: https://www.linkedin.com/company/georgia-pacific-llc/Follow Georgia-Pacific online at: https://www.gp.com/Brands & Retailers looking to attend our Groceryshop Kickoff Party on Sept 28 register here: https://rethink.industries/events/groceryshop-kickoff-party-september-28-2025/Here's what we asked Laura: CPG hasn't always been known for being data- or tech-forward. But you've made AI and data central to your team's approach. Why, and how is it paying off?How do you balance human creativity with AI-driven automation — especially in areas like campaign optimization or creative development?Media habits have changed so much in just a few years. How has your media strategy evolved? You've shifted from a TV-heavy media mix to a digital-first strategy — what signals told you it was time to make that change?Are there particular emerging channels — podcasts, gaming, retail media, even the metaverse — where you see the biggest growth opportunity for CPG?How do you make sure those media messages really resonate — beyond just price or promotion? With so many touchpoints, how do you measure what's really working across platforms? We know social and influencers have become a bigger part of your playbook. What's changed there?You've had some bold campaigns recently this year - across 3 of your brands. How have they performed - what kind of audience response have you seen?Georgia-Pacific has such iconic brands. How do you modernize a household staple without losing what people already love about it?Your campaigns have been bold and playful lately — how do you create a culture where teams feel comfortable taking creative risks?You're leading one of the most ambitious CPG marketing transformations in the country — what mindset shifts were required to get the organization on board?What skills do you think the next generation of CPG marketers will need that maybe weren't as critical five years ago? Looking ahead, what does the “CPG marketer of 2030” look like?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity the CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Lesley Conway, VP & Head of Walmart Connect Canada, the Retail Media arm of Walmart's Canadian retail division.Follow Lesley on LinkedIn at: https://www.linkedin.com/in/lesleyconway/Follow Walmart Connect Canada on LinkedIn at: https://www.linkedin.com/company/walmartconnectcanada/Follow Walmart Connect Canada online at: https://www.walmartconnect.ca/Here's what we asked Lesley: Please provide us with an overview of Walmart Connect in terms of your mission and how you integrate into the merchandising activities?How do you define success for Walmart Connect in Canada, both from a brand advertiser and a consumer experience standpoint?Recently, Walmart Connect in Canada adopted the core retail media campaign development platform being operated by your colleagues in the U.S. Would you please elaborate on this change?Walk us through the full funnel capabilities of Walmart Connect Canada: onsite, offsite and in store.What is happening in Canada relative to behavioral data applications?How are you leveraging AI and data analytics to refine ad targeting and improve campaign effectiveness?What strategies are you implementing to deepen partnerships with brands and agency partners in Canada?What KPIs are you prioritizing to measure campaign success and media ROI and how transparent is your measurement approach for brands seeking to activate via Walmart Connect Canada?What is WMC's current capabilities for self-serve vs managed services and how are your working with commerce acceleration agencies like Flywheel to activate on your platform?What's the next big milestone you're aiming for with Walmart Connect Canada?How should brands not currently working with WMC get started with you?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Ben Johnson, SVP of Marketing at Red's All Natural. Red's is on a mission to cook food better for people with big things to do. They know they are a good small part of consumers' great big lives, and they take that seriously. Follow Ben Johnson on LinkedIn at: https://www.linkedin.com/in/benjamin-w-johnson-/Follow Red's on LinkedIn at: https://www.linkedin.com/company/red's-all-natural-llc/Follow Red's online at: https://www.redsallnatural.com/Here's what we asked him : Red's positions itself as an authentic, premium foods brand with a strong emphasis on ingredient integrity and product innovation. How do you keep that authenticity alive in marketing while still scaling the brand?In the competitive grocery segment, how do you approach balancing spending between in-store and digital channels to both delight consumers and drive awareness?What strategies is Red's using to build deeper, more personalized consumer relationships—whether that's through loyalty programs, social media storytelling, or in-market experiences?With big players leading the pack, what creative plays or differentiators has Red's leaned into to stand out in a category so saturated with competitors?Have you experimented with newer forms like influencer activations, experiential pop-ups, or TikTok campaigns? If so, which ones are resonating most with Red's audience right now?Sustainability is often top of mind for natural-focused brands. How do you communicate Red's environmental or wellness commitments transparently—but without coming across as “preachy” or performative?How are you collaborating with retail partners—whether getting shelf innovation, exclusive SKUs, or co-promotions—to drive both trial and repeat purchase?What marketing metrics (e.g., repeat rate, social engagement, retail velocity) are giving you clear signals on whether your campaigns are advancing the brand's long-term health?Looking into the future: What CPG and food trends are you most excited (or concerned) about? Are there new innovation territories Red's is exploring?As a senior marketer, what's one piece of advice you'd give to emerging marketers looking to lead marketing in the CPG grocery food space today?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by returning guest Nik Modi, Co-Head of Global Consumer & Retail Research at RBC Capital Markets. We actually cover 12 publicly traded company stocks and get Nik's opinion on what's working / not.Follow Nik Modi on LinkedIn at: https://www.linkedin.com/in/nik-modi-675926/Follow RBC Capital Markets on LinkedIn at: https://www.linkedin.com/company/rbc-capital-markets/Follow RBC Capital online at: https://www.rbccm.com/en/Here's who we cover : General Mills, P&G, Church & Dwight, Coca-Cola, Kenvue, Monster Energy, Brown Forman & Hershey.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Jordan Bass, CEO & co-founder of HOP WTR - a new beverage startup that is scaling quickly. HOP WTR is the hop-infused, non-alcoholic sparkling beverage that's making serious waves in the functional beverage space. Jordan's background spans finance, brand-building, and strategic ops — and with HOP WTR, he's tapped into a white-hot consumer insight: people want to cut back, not miss out. Follow Jordan Bass on LinkedIn at: https://www.linkedin.com/in/jordantbass/Follow HOPWTR on LinkedIn at: https://www.linkedin.com/company/hopwtr/Follow HOPWTR online at: https://hopwtr.com/Here's what we asked him : Jordan, what inspired the creation of HOP WTR? Was there a specific “aha” moment that sparked the idea? You left a career in finance and business to launch a beverage startup — what pushed you to take that leap?Let's talk about Hopwtr's actual product. How do you balance functionality (like adaptogens and nootropics) with taste and consumer satisfaction?How did you approach flavor development — and what have you learned from early consumer feedback? HOP WTR isn't just non-alcoholic — it's functional. How important is that dual-positioning for your brand?You started DTC but have moved into retail — how have you managed that shift in distribution strategy? What was your first major retail win — and what did it teach you about scaling a beverage brand?How do you think about retail execution in-store vs. online visibility and conversion?What's been the most effective way to build brand awareness in such a competitive category? You've leaned into wellness and lifestyle messaging — how do you ensure authenticity in your branding?How do you think about community? Who is the HOP WTR consumer, and how do you stay connected to them?Where do you see the future of the functional beverage space heading in the next 3–5 years? Are we witnessing a permanent cultural shift around drinking behavior and moderation?What's been your biggest mistake as a founder — and what did it teach you? What advice would you give to other CPG founders entering a crowded category?Finally, What's next for HOP WTR — new flavors, new formats, international expansion?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Claudia Johnson, Technical Advisor to the CEO of Flywheel Commerce Network, the commerce acceleration division of Omnicom.Follow Claudia on LinkedIn at: https://www.linkedin.com/in/claudia-johnson-b133436/Follow Flywheel on LinkedIn at: https://www.linkedin.com/in/claudia-johnson-b133436/Follow Flywheel Next online at: https://www.flywheeldigital.com/Claudia answers the following questions : How has your role at Flywheel evolved, especially since Flywheel's acquisition by Omnicom? What new opportunities or challenges has this created?Your work emphasizes capability building in digital commerce. How are ecommerce strategies evolving today, and how does Flywheel help brands stay ahead in a rapidly changing landscape?In a recent podcast episode, you described retail media as advertising that occurs “close to or at the point of sale.” Could you walk us through how that concept fits into broader brand strategy and which brands are using it most effectively right now?Flywheel's research shows that the most impactful drivers of sales on Amazon are media spend and organic shelf ranking, ahead of price and inventory. How should brands prioritize investments given these insights?What are the biggest roadblocks brands face when trying to scale digital commerce capabilities? How do you approach "connecting the dots" across teams and markets?With Flywheel now within Omnicom's ecosystem, what new tools or data synergies have emerged to help your clients achieve growth in commerce?You've recently discussed how unified ecosystems and AI-driven insights are transforming retail. How are you leveraging AI and ecosystem integration to deliver more relevant consumer experiences?At the 2025 Syndigo Connect event, you spoke about optimizing product and commerce experiences for long-term success. What storytelling techniques or content strategies are driving retention and loyalty beyond the initial purchase?Are there emerging trends in retail media, ecommerce infrastructure, or omnichannel tech that you're watching closely—and that CPG brands should be paying attention to?On a more personal note: What first drew you into digital commerce, and what advice would you give someone aspiring to lead capability-building in this fast-evolving space?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPGGUYS are joined in this episode by Ron Bielski, Managing partner, Global FMCG lead of NielsenIQ Next which is the strategy, growth and transformation consulting division of NIQ. This episode is an industry focused one that will span the spectrum of macro and microeconomics and what CPG brands can really do about it as they look for volume growth. This episode is sponsored by NielsenIQFollow Ron on LinkedIn at:https://www.linkedin.com/in/ronbielski/Follow NielsenIQ on LinkedIn at: https://www.linkedin.com/company/nielseniq/Follow NielsenIQ Next online at: https://nielseniq.com/global/en/solutions/quest-for-next/Ron answers the following questions : Decompose what is this strategic consulting arm of NIQ?As Head of Strategy Consulting, how are you advising CPG brands to evolve in response to the most critical market shifts—especially regarding consumer behavior, inflation, and supply chain volatility?With vast shopper data at NIQ's disposal, how do you help clients move beyond data collection to actionable, predictive strategies that drive growth and resilience?How is the rise of e-commerce and digital marketplaces reshaping your strategic consulting approach for CPG clients balancing online vs. traditional brick-and-mortar?Many retailers are expanding private label offerings, while consumers are more price-conscious than ever. How are you positioning CPG brands to preserve margin and differentiate in this environment?Consumer demand for sustainability and ethical branding is rising. How does your team at NIQ support brands in aligning these consumer values with business performance, avoiding both underperformance and greenwashing?What role is AI playing in NIQ's strategic consulting capabilities—from forecasting to scenario planning—and how are you helping clients adapt to its usage?As global consumer markets diverge post-pandemic, how do you help clients calibrate strategies across diverse regions—from developed to emerging markets?How are you advising on quicker innovation cycles and stronger retailer collaborations to capture incremental growth opportunities amid expedited category changes?What modern KPIs—beyond sales and market share—do you recommend for measuring the long-term impact of strategy consulting engagements in areas like brand health, consumer loyalty, and omnichannel effectiveness?Reflecting on your career in strategy consulting, which lessons do you hold most valuable? And what emerging CPG trends excite—or concern—you the most looking ahead?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appeaCPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Toby Espinosa, Vice President of Ads at DoorDash, one of the world's leading local commerce platforms that helps businesses of all kinds grow and innovate, connects consumers to the best of their neighborhoods, and gives people fast, flexible ways to earn. Since its founding in 2013, DoorDash has expanded to over 30 countries, using technology and logistics to shape the future of commerce. Through its Marketplace and its Commerce Platform, DoorDash is driving economic vitality in the regions it serves worldwide.This episode is sponsored by DoorDash.Follow Toby on LinkedIn at: https://www.linkedin.com/in/a-toby-espinosa-b9458812/ Follow DoorDash on LinkedIn at: https://www.linkedin.com/company/doordash/ Follow DoorDash Ads online at: https://advertising.doordash.com/en-usToby answer these questions:Can you walk us through your role at DoorDash Ads and how the organization fits within the broader DoorDash ecosystem?What unique value does DoorDash bring to the retail media landscape, especially compared to traditional players like retailers or streaming platforms?What makes advertising within the food delivery sector different from other consumer industries?  What types of CPG brands are seeing the most success on DoorDash Ads—and why?Can you share a campaign or partnership or examples that exemplify what "great" looks like on DoorDash Ads? aka what is best in class?How is DoorDash doing things differently, and how do advertisers look to us as an additional opportunity to what other RMNs are already offering?What does working with Doordash ads entail - aka the customer experience?What key performance indicators (KPIs) do you consider most critical when evaluating ad success at DoorDash? Can you share some examples of how data insights have directly influenced campaign adjustments?What advice would you give to brands, especially in the consumer packaged goods arena, looking to leverage digital advertising for growth?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Ali Miller, General Manager of Advertising & Tim Castelli, VP of Ad Sales at Instacart, the leading grocery technology company in North America, works with grocers and retailers to transform how people shop. The company partners with more than 1,500 national, regional, and local retail banners to facilitate online shopping, delivery and pickup services from more than 85,000 stores across North America on the Instacart Marketplace. Follow Ali on LinkedIn at: https://www.linkedin.com/in/about-ali-miller/Follow Tim on LinkedIn at: https://www.linkedin.com/in/timcastelli/Follow Instacart Ads online at: https://www.instacart.com/company/adsAli & Tim answer these questions:Instacart has been rapidly expanding its retail media capabilities—what's the overarching vision for Instacart Ads in the next 1–3 years?How does Instacart differentiate its retail media network from others in the increasingly crowded landscape?What role does AI or machine learning play in Instacart's ad platform today—and how might that evolve?How are CPG brands using Instacart Ads to drive full-funnel outcomes—from awareness to conversion?What kinds of insights or shopper data are most valuable to brands—and how does Instacart deliver those responsibly?Instacart has quickly expanded its offering over the last few years to include ad products like shoppable video and display, and more recently, inspiration formats. What's been the reception from brands and shoppers?Measurement and incrementality are top-of-mind for advertisers. How is Instacart helping brands understand true performance across the path to purchase?Are there plans to integrate Instacart Ads more directly with broader omnichannel or media mix modeling tools?With more retailers launching their own RMNs, how does Instacart fit into—or compete with—those ecosystems? CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Sean Summers, EVP Mercado Ads & CMO at Mercado Libre. Founded in 1999 and headquartered in Buenos Aires, Argentina, Mercado Libre is Latin America's leading e-commerce technology company. Through its primary platforms, MercadoLibre.com and MercadoPago.com, it provides solutions to individuals and companies buying, selling, advertising, and paying for goods online.Follow Sean on LinkedIn at: https://www.linkedin.com/in/sean-summers-870363/Follow Mercado Ads on LinkedIn at: https://www.linkedin.com/showcase/mercadoads/Follow Mercado Ads online at: https://ads.mercadolivre.com.br/Sean answers these questions:How is Mercado Libre evolving its marketing strategy to support the CPG category's digital expansion across Latin America?What role does Mercado Libre marketing play in shaping omnichannel experiences—especially for CPG brands—across your marketplace, app, and media network?How do you support CPG brands in activating precision targeting and attribution on your platform?What shifts have you observed post-pandemic in online consumer behavior within the CPG space in LATAM and how is Mercado Libre positioned to win with these changes?How are you leveraging personalization and dynamic creative to enhance relevance in media for your CPG advertisers?What measurement frameworks do you use to assess CPG campaign effectiveness—especially at the lower funnel—and how transparent is that to brand partners?Can you share how emerging technologies like AI are being embedded into your media offerings to optimize targeting and creative?How does Mercado Libre collaborate with CPG manufacturers directly versus working through commerce acceleration agencies like Flywheel?How do you keep your team and partners aligned with fast-moving trends in omnichannel commerce and retail media—especially in the CPG domain?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Molly Hjelm, Corporate VP of Red Vest Media, the retail media division of Ace Hardware, the largest retailer-owned hardware cooperative in the world with over 5,900 locally-owned and operated hardware stores in 71 countries. Follow Molly on LinkedIn at: https://www.linkedin.com/in/mollyhjelm/Follow Ace Hardware on LinkedIn at: http://acehardware.com Follow RedVest Media online at: http://redvestmedia.comMolly answers these questions:Ace has a unique position as a cooperative of independent retailers. How does that structure shape the way you approach retail media compared to traditional big-box retailers?We're read that Ace balances local relevance with national scale—how do you preserve that hyper-local feel while delivering a unified marketing message through Ace Media?Ace Rewards has over 71 million members with impressive active engagement—how are you leveraging this loyalty data to power Ace Media's audience targeting and personalization?Ace Media is launching with a full-funnel portfolio right out of the gate. What led to the decision to debut such a comprehensive offering instead of rolling it out incrementally?You're partnering with Epsilon and launching with interoperability across commerce platforms like Flywheel & Pacvue. How does this commitment to open infrastructure benefit your brand partners?Your approach to launch is intentionally curated, not a land grab for ad dollars. How are you choosing which brand partners to bring in first—and why is that intentionality important?Measurement seems to be a passion point for you. What can advertisers expect when it comes to transparency and performance reporting from day one?Looking ahead, what's your vision for how Ace Media will evolve—and how do you see it helping both national brands and independent store owners thrive over time?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Jenny Holleran, VP Media Insights & Incentives at Kroger Precision Marketing / 84.51 and Mariama Kamanda, Associate Director Data & Analytics at Barilla Group.This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.Follow Jenny Holleran on LinkedIn at: Follow Kroger Precision Marketing online at: http://krogerprecisionmarketing.comFollow Mariama Kamanda on LinkedIn at: https://www.linkedin.com/in/mariama-k-93303083/Follow Barilla Group online at: https://www.barillagroup.com/en/Jenny and Mariama answer these questions:Mariama, Brands are facing a lot of uncertainty today – both from economic uncertainty and from changing shopper habits. How are CPG brands navigating some of that consumer volatility they're facing today?Mariama, One of the big changes in CPG is the shift in people's diets. People are looking for functional ingredients and higher-protein meals. Tell us about Barilla's Protein Plus line and some of the challenges you've faced.Mariama, And how did access to retail data play a role in bringing back shoppers?Jenny, How is access to retail data changing the way brands think about media planning?Jenny, Can you explain more about what goes into crafting those audiences inside Collaborative Cloud?Jenny, How do you decide when a brand is ready to use the Collaborative Cloud? Is there a maturity level or data mindset that makes this work better?Mariama, We understand that your campaign to bring people back to Protein Plus included multiple digital tactics—onsite media, digital coupons, social media, offsite display. What did you learn about the effectiveness of using purchase based audiences?Mariama, What has been the internal conversations at Barilla sparked by the testing and work you've done with Kroger? Any learnings on internal alignment within CPGs?We're at the end of the week in Cannes? What has been the most surprising or exciting topic you've heard this week?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Heather Land, Senior Director of Grocery Merchandising at Dollar General which strives to make shopping hassle-free and affordable with more than 20,000 convenient, easy-to-shop stores in 48 states.Follow Heather on LinkedIn at: https://www.linkedin.com/in/heather-land-97382817/Follow Dollar General on LinkedIn at: https://www.linkedin.com/company/dollar-general/Follow Dollar General online at: https://www.dollargeneral.com/Heather answers these questions:Please introduce yourself and tell us about your background and experience. What motivated you to transition from foodservice to Retail?How would you explain Dollar General to someone who is unfamiliar with the retailer?How do you see DG's role in the food and beverage category? Are your food customers motivated primarily by convenience, value, assortment or some other factor?Given DG's expansive footprint, how are you using that to make a positive impact when it comes to providing for and serving others?What are some recent examples that illustrate impact?And to further your reach of Serving Others, you're now offering delivery services, too. Can you expand on that?As you look at the company's consumables mix, where do you see room for innovation and expansion?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPGGUYS are joined LIVE from Cannes Lions international festival at Cannes, France by Emily O'Hara, VP Global Head of Brand and Media at eBay and Lisa Clunie, co-founder & CEO of the agency Joan. This episode focuses on the partnership between an agency and how a relationship with a brand helps develop its long term equity.Find Emily O'Hara on Linkedin at : Find Ebay on Linkedin at : Find Lisa Clunie on Linkedin at : Find JOAN on Linkedin at : Here's what we asked them : Emily - Most people don't immediately think of eBay in the CPG context. How are you shifting that narrative, and where does eBay fit in the modern commerce ecosystem?Lisa - How do you approach brand storytelling differently for platforms like eBay, where community and culture play such a big role?”Both - What makes the eBay + JOAN partnership successful? How are you aligning around bold ideas while staying rooted in performance? What does success look like for you both? What are the KPIs that matter when you're balancing storytelling with commerce?Emily - How does brand voice show up on a marketplace like eBay? What does authenticity look like there? Can you share an example where storytelling, brand identity, and commerce came together really well on the platform?Lisa - How do you navigate brand control in a space like eBay, where sellers drive so much of the listing content and experience? What advice do you give them as  you navigate creative?Emily - What insights have surprised you the most about today's eBay shopper, especially from a CPG or lifestyle brand lens?Lisa - Are there tools or strategies you've used to show that non-traditional retail exposure drives long-term brand health?Both - How do you both see the role of marketplaces like eBay evolving in the future of CPG and brand marketing?Lisa – the future is already upon us, AI is here in practice? How does it impact creativity and personalization? Emily – how are you thinking about responsible AI for eBay and ensuring consumer trust as they use the platform?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj's Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.