The CPG Guys

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:

1. Can you walk us through your role at UBER Ads and how the organization fits within the broader UBER ecosystem?
2. What unique value does UBER bring to the retail media landscape, especially compared to traditional players like retailers or streaming platforms?
3. 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?
4. How do you balance the needs of large national CPGs vs. emerging or local brands?
5. Can you share a campaign or partnership or examples that exemplify what "great" looks like on UBER Ads? aka what is best in class?
6. What role does data play in segmenting and targeting audiences? How do you balance broad reach with personalization?
7. 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?
8. 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?
9. 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.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:

• Walmart’s latest earnings
• 2026 Food & Beverage Predictions
• Kroger Retooling eCommerce
• Target partners with Open AI

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 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.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 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:

1. 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?
2. 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?
3. 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?
4. 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?
5. How do you think about product pipeline: will Supergut stay tightly focused on gut/metabolic health or expand into adjacent nutrition categories?
6. 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?
7. 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?
8. 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?
9. 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.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. 

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 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/

This episode was recorded on October 30, 2025

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 Jeff Cohen, Chief Business Development Officer at Skai.

Sri, PVSB and Jeff recap the major announcements at Amazon Unboxed 2025.

Follow Jeff on LinkedIn at: https://www.linkedin.com/in/jeffreycohen
Follow Skai on LinkedIn at: https://www.linkedin.com/company/skaicommerce/

Here are the announcements we reviewed:

1. Unified Campaign Manager
2. Creative Agent
3. Project Complete TV
4. Ads Agent
5. Sponsored Ads Evolution
6. Project Deal Builder
7. Unified Reporting & Performance+

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. 

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 Mike Del Pozzo, President of 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 *pepviz®* (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.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 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 Dollar 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 :

1. Why don’t we start with a good overview of DG + DGMN - tell us about the DG customer, the DGMN audience proposition
2. Let’s talk the digital side of the business, how is the footprint growing, and who are DG partners - how does DGMN fit into this?
3. You’re here at groceryshop with us, what are you hoping to accomplish at this conference? What would be great takeaways?
4. So where does DGMN sit at DG - how do you work with Integrated marketing and how does it connect to your CMO?
5. 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?
6. 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?
7. 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?
8. What’s next for DGMN heading into 2026? Tech, audience growth, you partnerships, etc.

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.