The CPG Guys are joined in this episode by Sammi Zola and Pete Fox from Haleon plus Andrew Butz from Kroger Precision Marketing.

This episode was recorded at 84.51 in Cincinnati, Ohio.

Follow Sammi on LinkedIn at: https://www.linkedin.com/in/samanthakliff/

Follow Pete on Linkedin at: https://www.linkedin.com/in/pete-fox-91b57/

Follow Andrew on LinkedIn at: https://www.linkedin.com/in/andrewbutz/

Follow Haleon online at: http://haleon.com

Follow KPM on LinkedIn at: https://www.linkedin.com/company/krogerprecisionmarketing

Follow KPM online at: http://www.krogerprecisionmarketing.com

They answer these questions:

1. Tell us who you are, what your role is, and what ‘turning insights into action’ means in practical terms from where you sit.
2. From a category strategy standpoint, what’s driving that? And Sammi, how is changing media consumption behavior adding fuel to that fire?
3. How has the job of category insights actually changed in the last year at Haleon? 
4. As your team builds out activation plans, what separates purchase data that is genuinely actionable from data that is merely informative? 
5. How is AI specifically changing your ability to deliver faster, more relevant insights to your brand partners — and what does that look like in practice?
6. What are the most surprising shopper insights your team has surfaced in the past year? 
7. Can you share a real moment where faster insights directly changed a media decision mid-flight? 
8. Beyond data delivery, how are retail media networks like KPM evolving their role to help brand partners optimize in real time?
9. How are you modernizing your approach to how you leverage retail data in your planning and activation process? 
10. What does the gap look like between where most CPG brands are today in terms of insight-to-action speed, and where the leaders are? What separates the two?
11. How are you building the connective tissue between Pete’s world and Sammi’s world at Haleon — and what does that collaboration unlock?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara 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:

• Grocery Inflation
• Quarterly Earnings
• Starbucks Layoffs
• Target Board Battles

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara 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 Barbara Connors VP of Strategy & Activation and Brian Downey, Senior Director at Kroger Precision Marketing (KPM), the retail media business of Kroger designed to make brand advertising more effective by closing the loop between media exposure and store sales. Powered by 84.51˚ data science, and Kroger’s popular loyalty card program, KPM connects consumers to brands through engaging moments that inspire purchasing online or in-store.

Follow Barbara on LinkedIn at: https://www.linkedin.com/in/barbara-connors-10312810

Follow Brian on LinkedIn at: https://www.linkedin.com/in/brian-dowey-079b018

Follow KPM on LinkedIn at: https://www.linkedin.com/company/krogerprecisionmarketing

Follow KPM online at: http://www.krogerprecisionmarketing.com

They answer these questions:

1. Please introduce yourselves and your roles at KPM
2. What does genuine alignment between a CPG brand and a retailer actually look like in practice — versus the version of alignment that’s mostly just a slide in a JBP deck?
3. How does that reframe the way you think a brand team should walk into a retailer conversation, and what do most brands still get wrong?
4. How do you help brands build a singular strategic framework that still gives each team the flexibility it needs — without creating chaos?
5. Where do you see the biggest mindset shifts still required — on the brand side and on the retailer side — to make that evolution real?
6. What are the most sophisticated users doing with it that the average user isn’t — and what does ‘near real-time’ insight access actually change about how brands plan?
7. What are the two or three decisions that have to be locked in early for a joint brand-retailer strategy to actually deliver?
8. How can brands use retailer insights to anticipate where preferences are going—not just report where they’ve been?
9. In practical terms, what does true integration across data, insights, activation, and measurement look like — and where do you see brand teams still getting stuck?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara 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 recap their attendance at the 2026 Amazon Upfront event which took place in New York City at the Beacon Theatre on May 11.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara 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:

• Giant Eagle partners with ibotta
• General Mills Leadership
• Kraft Heinz increases marketing $$$
• Doordash results

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara 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 John FitzGerald, Sr Director of Growth at Mad Tree Brewing Company. Founded in 2013, MadTree is an award-winning brewery that’s rooted in Cincinnati and planted in purpose. Driven to craft great beer - but more importantly - build a business dedicated to doing good, MadTree protects and celebrates nature while reducing impact on the environment. MadTree is a B-Corp certified company and proud member of 1% for the Planet with a commitment to donate 1% of sales to local, sustainable nonprofits.  

Follow John on LinkedIn at: https://www.linkedin.com/in/johnwfitzg/

Follow Mad Tree Brewing online at: https://madtree.com/ 

John answers these questions:

1. What is the one core discipline or strategic framework from that world that you’ve found most indispensable when running a craft brand like MadTree?
2. How do you find the balance between Big CPG rigor and the "fail fast" agility required in the craft brewing industry?
3. When you look at the beer aisle now—which is notoriously crowded and fragmented—how do you apply a "Category Management" mindset to help MadTree win at the shelf against the mega-brewers?
4. How are you leveraging your background in retail partnerships to ensure MadTree isn't just a "local favorite" but a "must-have" brand for major regional retailers?
5. From a leadership perspective, how do you ensure that sustainability isn't just a marketing "badge" but a functional part of your supply chain and operational DNA?
6. You’re managing a complex journey between the taproom (DTC/Experience) and the grocery store (Wholesale). How do you ensure the brand "feeling" a consumer gets in the Oakley taproom translates when they are picking up a 6-pack at Kroger or Meijer?
7. In craft beer, data can often be opaque. How are you building a "Full View" of your consumer, and are you leveraging tools like AI to predict the next big flavor profile or seasonal trend?
8. How is MadTree evolving its product portfolio to capture that shifting demographic and maintain relevance?
9. For a regional brewer, how critical is real-time inventory and sales data to your production planning, and how do you handle those "uncomfortable" supply chain moments?
10. What is the biggest "reality check" you can give to someone looking to transition from a global giant like Kellanova to a high-growth local leader like MadTree?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara 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 NA Omnichannel Intelligence Solutions & Richard Pereira, Regional Product Leader, NA 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 Richard Pereira on LinkedIn at: https://www.linkedin.com/in/richardanthonypereira
Follow NIQ online at: http://nielseniq.com

This episode is sponsored by NielsenIQ

Kim and Richard answer these questions:

1. How is retail measurement fundamentally changing in terms of how brands now have to think about competitive visibility?
2. How are AI technologies actually changing the day-to-day experience for a category manager using NIQ tools today?
3. How are your strategic models adapting to ensure brands aren't just seeing "data snapshots" but a fluid omnichannel journey?
4. What makes club measurement so uniquely challenging, and how is NielsenIQ helping brands find the full view of performance there?
5. In practice, how far away are we really from achieving true full-funnel visibility—linking consumer behavior directly to purchase and incrementality?
6. What are the current best practices or product innovations you're leading to build a more "unified" performance picture
7. What should brands expect as these retailers integrate loyalty and sales data into the broader measurement ecosystem?
8. If we look at the next 36 months, what specific capabilities—like unified taxonomies or real-time signals—do you believe will define the next chapter of measurement innovation?
9. Kim - For the brands listening who want to lead rather than lag, what internal skill sets or data investments should they be prioritizing over the next 3–5 years? 
10. What can you share about NIQ’s vision for the future? Are there specific partnerships or innovations the industry should be paying attention to coming from NielsenIQ?
11. If you could give our audience just one piece of advice to future-proof their measurement strategy starting tomorrow, what would it be? 

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara 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:

• Kimberly-Clark Q1 2026 Results
• Unilever Q1 2026 Results
• Walmart Scintilla Media Data Feed
• Reddit Q1 2026 Results

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara 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 Caitlin Winsor Senior Director of Media, Strategy & Investment at PepsiCo and Chris Grillo Vice President of Sales, CPG at Tubi, the most watched free TV and movie streaming service in the U.S.

Follow Cailtin on LinkedIn at: https://www.linkedin.com/in/caitlin-coburn-winsor-80789810/

Follow PepsiCo on LinkedIn at: https://www.linkedin.com/company/pepsico/

Follow Chris on LinkedIn at: https://www.linkedin.com/in/christopher-grillo-abab465/

Follow Tubi on LinkedIn at: https://www.linkedin.com/company/tubi-tv/

Follow Tubi online at: https://corporate.tubitv.com/partners/advertisewithus/ad-experience/

We ask them these questions:

1. How would you describe Tubi’s role in the CTV ecosystem today?
2. What shifts are you seeing in how they think about reach, engagement, and performance in streaming?
3. Where does connected TV fit within your overall media mix strategy, and what signals do you monitor when evaluating a new CTV partner?
4. What were some of the most surprising or important findings for CPG marketers in the Harris Poll study?
5. How are these insights challenging or reshaping traditional assumptions around reach, frequency, and engagement for CPG brands?
6. How do these findings align with what you’re seeing in your own consumers and media performance?
7. What are the key implications for how CPG brands should rethink their media mix and investment strategies moving forward?
8. As CPG brands invest more in streaming, how are they starting to think differently about what success looks like beyond just reach and awareness?
9.  Can you share a recent example where a CPG campaign on Tubi delivered a measurable lift that surprised the team?
10. In the CPG space, how do you collaborate with advertisers to craft creatives that perform on CTV? 
11. Are there best practices for integrating traditional TV ad assets with shorter video assets for streaming environments to maximize resonance and efficiency?
12. With inflationary pressures and changing consumer behavior, how do you optimize the media mix to protect brand equity while driving growth on CTV?
13. What attribution model or measurement framework do you rely on for CTV campaigns? 
14. What does a successful CPG–CTV partnership look like from your perspective?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE 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:

• KDP Quarterly earnings
• Gen Z pre-games drinking before heading out
• Microsoft Voluntary Retirements
• TikTok Measurement

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara 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.