How do you manage digital content at scale for some of the world’s most iconic snack brands? In this episode of Beyond the Shelf, Eric Altschul, Director of Digital Commerce Content at Mondelēz International, shares how content, digital shelf strategy, and automation play a critical role in winning in eCommerce.

With over 10 years at Mondelēz, Eric has helped drive content innovation across brands like Oreo, Chips Ahoy, and BelVita. He walks us through the evolution of eCommerce within CPG, the growing role of retail media, and how AI and automation are shaping content development at scale.

In This Episode, We Discuss:

• The evolution of digital commerce in CPG—how eCommerce went from an afterthought to a core business function (3:00)
• How Mondelēz structures its eCommerce and digital content teams—the roles of brand teams, shopper marketing, and retail media (5:00)
• The power of content in shaping consumer experiences—what makes a winning PDP (Product Detail Page) (6:20)
• Mobile Ready Hero Images (MRHI)—why they matter and how Mondelēz uses them to optimize product discoverability (7:03)
• How Mondelēz leverages its partnership with It’sRapid to scale content creation efficiently across thousands of SKUs (8:38)
  • Meeting retailer-specific content demands quickly and efficiently
  • Automating the creation of Mobile Ready Hero Images
  • Integrating PIM data to dynamically generate optimized visuals
• The impact of PIM (Product Information Management) on content automation—how data flows from marketing briefs to fully optimized digital content (9:44)
• The constant innovation cycle in CPG—how new flavors and product launches impact content strategy (11:39)
• The future of digital commerce—why efficiency and automation will be key to managing retailer-specific content at scale (18:32)

Connect with Eric: https://www.linkedin.com/in/eric-altschul-b0189a9/ 

Get the It’sRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/

Take It’sRapid’s Creative Workflow Automation with AI survey: https://www.proprofs.com/survey/t/?title=ffgvd

Email us at [email protected] with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutions

Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com

Producer: Jake Musiker