The CPG Guys

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
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 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:

1. What led you to join Albertsons Media Collective, and how do your past experiences (at Dentsu, Pinterest, Walmart etc.) inform your vision here?
2. What is your overarching mission for Albertsons Media Collective over the next 3-5 years?
3. How do you define success for Albertsons’ retail media—beyond revenue like category growth or household penetration?
4. Albertsons recently introduced a new “media toolkit” for CPG partners. How do you see this evolving, and what are the biggest learnings so far? 
5. How does the “collective growth” mindset, you have spoken of, translate into concrete programs or incentives for advertiser partners? 
6. What are the major obstacles in full funnel closed-loop measurement and attribution in grocery / retail media, and how is Albertsons tackling them?
7. How is Albertsons leveraging tech innovations (e.g. AI, machine learning, predictive analytics) to improve targeting, personalization, and measurement?
8. How do you foster collaboration with advertisers to not just run campaigns but jointly drive category growth?
9. How is Albertsons organized internally such that the media collective is aligned with merchandising, operations, digital, stores etc.? What are the biggest coordination challenges?
10. What kind of investments (talent, tech, partnerships, infrastructure) are you making to scale Albertsons Media Collective?
11. 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.com
FMCG Guys Website: http://FMCGguys.com
SHeCCOMMERCE 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 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: 

1. Tim, what does ‘Chief halloween officer’ mean to you?
2. How does Mars Wrigley think about the role of Halloween in the annual plan? When does Halloween planning start?
3. What shifts have you seen in consumer behavior around Halloween in the past few years? What trends are you seeing this year?
4. How does Mars Wrigley segment its Halloween portfolio (e.g. “everyday” SKUs vs seasonal/limited edition)?  What is the innovation cadence for seasonal items?
5. 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?
6. How do you think about the “kid vs adult” consumer dynamic in Halloween candy buying?
7. 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.)
8. 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?
9. 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?
10. 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.)
11. 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.com
FMCG Guys Website: http://FMCGguys.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
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 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: 

1. What is your role at Walmart?
2. As an early adopter of technology, how is business services being driven forward by AI?
3. What is agentic AI to you and how Walmart is approaching it?
4. What was the strategic reason for Walmart to develop a unified AI framework with four "super agents" instead of continuing to build standalone tools?
5. Describe the practical, day-to-day functions of the new associate AI agent and how it improves associates lives.
6. What is your strategy for leading a large organization through significant technological change and driving widespread adoption among associates?
7. With large tech organizations at Walmart, how do you maintain alignment around strategy, culture, and being “people-led”?
8. I know you’re leading some transformation around claims and disputes - I believe you are going to move mountains there. Shed light please.
9. Why “stop being nice, start being kind” resonated so strongly with you—how does that translate to enterprise leadership? 
10. When you look ahead 12-18 years, how do you see Enterprise Business Services evolving—especially with AI?

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

1. Based on the vision you shared, how are you seeking for MAP to evolve under your leadership?
2. 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?
3. 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?
4. We’ve heard about MAP’s Omni-Impact solution. What is it and why is should this be meaningful to brand advertisers?
5. 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?
6. 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?
7. 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?
8. You’re here for a few days at Groceryshop seeing what the future of the industry is 

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.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
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 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/rickswinkels
Follow 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.com
FMCG Guys Website: http://FMCGguys.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 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 Coca-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 : 

1. What does the title “Integrated Marketing Experiences” mean at Coca‑Cola? Which disciplines report into your organization? 
2. Can you walk us through your general approach to crafting integrated campaigns that spans media, commerce, multicultural, and creative touchpoints?
3. How do you align integrated marketing efforts with evolving consumer behavior, especially in the digital/shopping space?
4. What role does data play in shaping your integrated marketing efforts and what are important data sources to do this?
5. How does Coca‑Cola integrate commerce experiences with digital and social activations—especially in grocery and retail shopper settings?
6. Can you share an example of a particularly innovative or cross-functional project your team led recently and what made it successful?
7. 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?
8. Which emerging trend—be it AI, immersive media, retail media, or something else—are you most excited about for integrated marketing?
9. You were honored as one of Ad Age’s 40 Under 40 in 2022—what do you feel helped you reach this recognition?
10. 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.com
FMCG Guys Website: http://FMCGguys.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
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.