The CPG Guys

The CPG Guys are joined in this episode by Zach Dennett, VP Merchandising for Consumer Health and Wellness, and Supplemental Benefits at CVS Pharmacy, the Front-Of-Store Retail Business Unit of CVS Health. 

Follow Zach on LinkedIn at: https://www.linkedin.com/in/zacharydennett/ 

Follow CVS Health online at: http://cvshealth.com

Follow CVS Health on LinkedIn at: https://www.linkedin.com/company/cvshealth/

Zach answers these questions:

1. Since stepping into your current role in March 2024, what has been your primary focus within Consumer Health & Wellness front of store merchandising at CVS Health?
2. CVS emphasizes seamless omnichannel experiences. What are key milestones in merging in-store and digital merchandising? 
3. With around 60 million digitally engaged customers, what are the biggest learnings about how digital influences in-store purchases in your category?
4. What qualities do you look for in emerging brands seeking merchandising partnerships with CVS Health?
5. CVS stores have shoppers coming for Rx, for OTC and even primary healthcare needs. How do you work with the other business owners within CVS Health to ensure your shoppers get the care that they need and how do brands play a role in this process?
6. Could you share how your merchandisers interact with CVS Media Exchange to ensure that brands connect with your consumers in the path to purchase?
7. What role does behavioral insights via loyalty data (e.g., ExtraCare insights) play in determining your merchandising strategies? 
8. In other statements, you’ve noted younger generations trust influencers over experts. How does this affect product merchandising strategy? 
9. How do you see CVS’s merchandising role evolving over the next 3–5 years amid innovations like “instant 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 Fintan Gillespie, Global Director - Ad Partnerships Group at Snap Inc., a technology company that contributes to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together. 

Follow Fintan on LinkedIn at: https://www.linkedin.com/in/fintangillespie/

Follow Snap for Business online at: http://forbusiness.snapchat.com/cpgguys

Follow Snap Business Blog at: https://forbusiness.snapchat.com/blog

Follow Snap on LinkedIn at: https://www.linkedin.com/showcase/snapchat-for-business/posts

This episode is sponsored by Snap, Inc.

Fintan answers these questions:

1. Fintan, let’s start with your journey. What brought you into the world of media and partnerships, and what does your current role at Snap entail as Head of Independent Agencies & Global Ad Partnerships?
2. You lead  global ad partnerships. How do these partnerships shape Snap’s GTM strategy in the broader media ecosystem?
3. Independent agencies are often more agile and innovation-driven than holding company giants. How are you seeing them lean into platforms like Snap to drive differentiated value for their CPG clients?
4. What advice would you give to agencies looking to leverage Snap effectively within omnichannel media strategies?
5. Proving ROI remains critical for agencies and brands. How is Snap helping advertisers measure real business outcomes, especially sales lift and conversion?
6. Looking ahead to 2026, what’s your boldest prediction for the intersection of agencies, partnerships, and platforms like Snap in the world of commerce media
7. Fintan, you’ve seen the media landscape from multiple vantage points. What leadership lesson or guiding principle has helped you most in building trust and value in partnerships?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.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 Fuad Hannon, VP of New Business Verticals at DoorDash. In this role, he leads a team responsible for building new operating capabilities and delivery channels at DoorDash to expand our local commerce platform to new growth areas. Prior to his current role, Fuad was Head of New Business Verticals at DoorDash, previously a General Manager, and was part of the founding team for DoorDash Drive, the company’s white-label fulfillment platform. Prior to DoorDash, Fuad worked at Google leading their Google Express operations and began his career as a strategy consultant at McKinsey & Company. Fuad holds a B.S. from the University of Minnesota and an MBA from the Harvard Business School.

Follow Fuad Hannon on LinkedIn at: https://www.linkedin.com/in/fuadhannon/
Follow Yoobi on LinkedIn at: https://www.linkedin.com/company/doordash/
Follow NIQ online at: https://www.doordash.com/

This episode is sponsored by DoorDash.

Here's what we discussed:

1. Grocery growth: Grocery has been a big area of investment for DoorDash. What progress have you made, and how do you see DoorDash’s role evolving in this space?
2. Consumer behavior: How does consumer behavior in grocery differ from other categories in on-demand delivery, and what opportunities does this create for grocery brands? 
3. Category momentum: What types of grocery categories or products are seeing the most success on on-demand platforms, and why?
4. We learned at GS that you have just expanded your partner list - can you take us through what’s new and exciting with your partners?
5. Convenience & necessity mix: How does the mix of convenience (meal delivery) and necessity (grocery) create differentiated opportunities for brands? 
6. Best-in-class partnership: Can you share an example of a partnership with a grocery-focused CPGthat illustrates best-in-class use of DoorDash?
7. Grocery & DoorDash Ads: How does the growth of the grocery vertical unlock new opportunities within DoorDash Ads, and what makes DoorDash a differentiated platform for grocery brands that want to advertise?
8. Dashmart - I am very familiar with this offering through my days at GMI, even have walked through the NYC one, what’s new and exciting about who are leveraging this?
9. Advice to brands: What advice would you give to grocery brands looking to scale their presence on digital platforms like DoorDash?
10. Future of Grocery on DoorDash: What message are you hoping to leave the industry about DoorDash’s leadership in grocery and new verticals?

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 CPGGUYS are joined in this episode by Sarah Leinberger. Sarah is an ex-colleague of Sri from General Mills. She recently switched to leading marketing and brand management at a startup Yoobi. She is active on the brand speaking circuit from Cannes Lions to Adweek and more. This episode is a recap of how she made the jump, what it takes in a very small environment and how she is laying the path for brand share gains.

Follow Sarah on LinkedIn at: https://www.linkedin.com/in/sarahzehrerleinberger/
Follow Yoobi on LinkedIn at: https://www.linkedin.com/company/yoobi-llc/
Follow Yoobi online at: https://yoobi.com/

Here's what we asked her : 

1. Sarah, what's the Yoobi story? What was the consumer problem it solves? In a crowded market, how does Yoobi uniquely stand out to shoppers, retailers, and partners?
2. In your own journey from some of the largest companies and brands to a startup - what’s the biggest change you are experiencing?
3. How are you folks approaching distribution and retail media to scale Yoobi in 2025 and beyond?
4. How is Yoobi leveraging digital shelf, DTC, or omnichannel touchpoints to stay close to consumers?
5. As a marketer, how do you see AI
6. As a growing brand, how do you balance investments in media versus broader awareness-driving channels?
7. How are Gen Z and younger cohorts influencing Yoobi’s product innovation, brand voice, or community building?
8.  What role does sustainability, inclusivity, or brand purpose play in Yoobi’s DNA?
9.  What’s your vision for marketing for Yoobi by 2026? What does success look like?
10. For those transitioning from large brands to follow your path, what advice would you give to emerging CPG entrepreneurs looking to navigate retail, media, and consumer demands today?

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 Kim Cox, Managing Director for North America eCommerce & Global Snapshots 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 NIQ on LinkedIn at: https://www.linkedin.com/company/nielseniq/
Follow NIQ online at: https://nielseniq.com

Here's what we discussed : 

1. Let’s get straight to the point - Could you walk us through your framework of “Full View Measurement”? What does it encompass—and what, if anything, is still a work in progress?
2. How has Full View Measurement evolved over the years, and what makes NIQ’s approach uniquely robust in today’s omnichannel environment?
3. NIQ's Full View™ now includes top-tier coverage across online, club, D2C, social, and quick commerce—with account-level insights. Can you highlight how integrating the largest U.S. club retailer strengthens the overall measurement ecosystem?
4. You’ve emphasized deeper private label performance insights. How are manufacturers leveraging that data to inform product strategy and positioning?
5. With 91% of consumers now shopping both in-store and online, what emerging behavioral trends should brands be paying attention to as they optimize omnichannel approaches?
6. “Digital engagement is no longer a complementary strategy—it’s essential to growth.” With growth in some categories slowing, what strategic pivots should CPG and retail leaders consider over the next few years?
7. Going beyond traditional POS, what next-gen data sources or technologies is NIQ exploring to expand omnichannel signal capture—especially in emerging channels like quick commerce and social commerce?
8. How can Full View and related tools empower sales teams to conduct causal analyses on shopper behavior—like identifying why "casual buyers" aren’t converting or where growth is stalling?
9. Where do you see the biggest opportunity for omnicommerce measurement to evolve over the next 18–24 months? How will it reshape strategic planning for brands and retailers?

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 Jordan Rost, head of Ad Marketing for Roku & Jeff Bustos, SVP retail media analytics at Merkle. Jeff is a repeat guest on the CPG Guys and we have had great conversations on the role of retail media in our industry. This episode is focused on retail media including new capabilities, our guests' partnerships and the overall state of retail media research and learnings.

Follow Jordan Rost on LinkedIn at: https://www.linkedin.com/in/jordanrost/
Follow Roku on LinkedIn at: https://www.linkedin.com/company/roku/
Follow Roku online at: https://advertising.roku.com/ 

Follow Jeff Bustos on Linked in at : https://www.linkedin.com/in/bustosjeffrey/
Follow Merkle on LinkedIn at: https://www.linkedin.com/company/merkle/
Follow Merkle online at: https://www.merkle.com/

Here's what we discussed : 

 1. Jordan, give us the latest - Roku was on this podcast  a year ago, what’s changed, what’s new and how is the world of CTV doing?

2. Jeff, Roku and Dentsu recently revealed research on shoppable TV advertising and whether it drives success for CPG. Tell us if content commerce integration drives engagement for brands or not?

3. Jordan, you now have a partnership with Amazon. Tell us all about it and how advertisers can benefit from this partnership including any measurement?

4. Jeff, as an expert of retail media measurement, how are you advising all including Roku to innovate metrics and deliver for CPG brands?

5. Jordan and Jeff, are these ads mostly generic or personalized and how are consumers responding to it?

6. Jordan, what role does content provide in engagement and attribution - how do you work with brands in ensuring there is ROI?

7. Jeff, we know price sensitivity is impacting CPG today. How can brands reach the value-driven shopper?

8. Jordan, if a brand hasn’t used CTV before, what’s the best way to give it a try? 

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. This week, Sri recaps his visit to Amazon Accelerate.

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 Laura Knebusch, SVP CPG Marketing & CX at Geaorgia-Pacific, the world’s leading manufacturers and marketers of bath tissue, paper towels and napkins, tableware, paper-based packaging, cellulose, specialty fibers and building products. 

Follow Laura on LinkedIn at: https://www.linkedin.com/in/laura-knebusch-8887033/
Follow Georgia-Pacific on LinkedIn at: https://www.linkedin.com/company/georgia-pacific-llc/
Follow Georgia-Pacific online at: https://www.gp.com/

Brands & Retailers looking to attend our Groceryshop Kickoff Party on Sept 28 register here: https://rethink.industries/events/groceryshop-kickoff-party-september-28-2025/

Here's what we asked Laura: 

1. CPG hasn’t always been known for being data- or tech-forward. But you’ve made AI and data central to your team’s approach. Why, and how is it paying off?
2. How do you balance human creativity with AI-driven automation — especially in areas like campaign optimization or creative development?
3. Media habits have changed so much in just a few years. How has your media strategy evolved? You’ve shifted from a TV-heavy media mix to a digital-first strategy — what signals told you it was time to make that change?
4. Are there particular emerging channels — podcasts, gaming, retail media, even the metaverse — where you see the biggest growth opportunity for CPG?
5. How do you make sure those media messages really resonate — beyond just price or promotion? With so many touchpoints, how do you measure what’s really working across platforms? 
6. We know social and influencers have become a bigger part of your playbook. What’s changed there?
7. You’ve had some bold campaigns recently this year - across 3 of your brands. How have they performed - what kind of audience response have you seen?
8. Georgia-Pacific has such iconic brands. How do you modernize a household staple without losing what people already love about it?
9. Your campaigns have been bold and playful lately — how do you create a culture where teams feel comfortable taking creative risks?
10. You’re leading one of the most ambitious CPG marketing transformations in the country — what mindset shifts were required to get the organization on board?
11. What skills do you think the next generation of CPG marketers will need that maybe weren’t as critical five years ago? Looking ahead, what does the “CPG marketer of 2030” look like?

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 Lesley Conway, VP & Head of Walmart Connect Canada, the Retail Media arm of Walmart's Canadian retail division.

Follow Lesley on LinkedIn at: https://www.linkedin.com/in/lesleyconway/
Follow Walmart Connect Canada on LinkedIn at: https://www.linkedin.com/company/walmartconnectcanada/
Follow Walmart Connect Canada online at: https://www.walmartconnect.ca/

Brands & Retailers looking to attend our Groceryshop Kickoff Party on Sept 28 register here: https://rethink.industries/events/groceryshop-kickoff-party-september-28-2025/

Here's what we asked Lesley: 

1. Please provide us with an overview of Walmart Connect in terms of your mission and how you integrate into the merchandising activities?
2. How do you define success for Walmart Connect in Canada, both from a brand advertiser and a consumer experience standpoint?
3. Recently, Walmart Connect in Canada adopted the core retail media campaign development platform being operated by your colleagues in the U.S. Would you please elaborate on this change?
4. Walk us through the full funnel capabilities of Walmart Connect Canada: onsite, offsite and in store.
5. What is happening in Canada relative to behavioral data applications?
6. How are you leveraging AI and data analytics to refine ad targeting and improve campaign effectiveness?
7. What strategies are you implementing to deepen partnerships with brands and agency partners in Canada?
8. What KPIs are you prioritizing to measure campaign success and media ROI and how transparent is your measurement approach for brands seeking to activate via Walmart Connect Canada?
9. What is WMC’s current capabilities for self-serve vs managed services and how are your working with commerce acceleration agencies like Flywheel to activate on your platform?
10. What’s the next big milestone you’re aiming for with Walmart Connect Canada?
11. How should brands not currently working with WMC get started with you?

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.