Eleanor Hayden, founder of Hayden Consultancy

After managing the Convenience and Gas business for Pepsico in Utah, Eleanor moved on to Kodiak Cakes to build out the shopper marketing department from the ground up and later did the same at Siete foods. In June of 2021, she ventured out on her own to start Hayden Consultancy.

This episode of the Innovators Podcast features Eleanor Hayden, founder of Hayden Consultancy, a shopper marketing consulting firm for CPG brands. Eleanor discusses the importance of the human element in managing retail marketing campaigns, emphasizing the limitations of AI in understanding the nuances of seasonality, in-store promotions, and consumer behavior.

She highlights her journey from working in major corporations like PepsiCo and Siete Foods to founding her consultancy, which now aids over 30 brands with their retail media programming and marketing strategies in the US and Canada.

The conversation also touches on the challenges and opportunities within shopper marketing, the strategic approach of Hayden Consultancy in manually managing campaigns, and Eleanor's personal motivation and background in entrepreneurship. Furthermore, the episode covers the significance of data-driven decisions augmented by human intuition and creativity in achieving success in the dynamic landscape of consumer goods marketing.

Visit Hayden Consultancy at

www.haydenconsultancy.com

Show Notes

00:00 Introduction to Hayden Consultancy's Approach

00:58 About the Innovators Radio Show and Podcast

02:10 Introduction to Eleanor Hayden and Hayden Consultancy

03:08 Eleanor's Personal and Professional Mantra

04:22 Eleanor's Approach to Leveling Up

06:03 The Importance of Staying Scrappy in CPG

09:41 The Role of AI in Managing Campaigns

14:20 The Human Element in Eleanor's Work

16:21 Eleanor's Entrepreneurial Journey

21:24 Closing Remarks and Contact Information

22:17 Outro and Acknowledgements