The CPG Guys

The CPG Guys are joined in this episode by Sean Summers, EVP Mercado Ads & CMO at Mercado Libre. Founded in 1999 and headquartered in Buenos Aires, Argentina, Mercado Libre is Latin America’s leading e-commerce technology company. Through its primary platforms, MercadoLibre.com and MercadoPago.com, it provides solutions to individuals and companies buying, selling, advertising, and paying for goods online.

Follow Sean on LinkedIn at: https://www.linkedin.com/in/sean-summers-870363/
Follow Mercado Ads on LinkedIn at: https://www.linkedin.com/showcase/mercadoads/
Follow Mercado Ads online at: https://ads.mercadolivre.com.br/

Sean answers these questions:

1. How is Mercado Libre evolving its marketing strategy to support the CPG category’s digital expansion across Latin America?
2. What role does Mercado Libre marketing play in shaping omnichannel experiences—especially for CPG brands—across your marketplace, app, and media network?
3. How do you support CPG brands in activating precision targeting and attribution on your platform?
4. What shifts have you observed post-pandemic in online consumer behavior within the CPG space in LATAM and how is Mercado Libre positioned to win with these changes?
5. How are you leveraging personalization and dynamic creative to enhance relevance in media for your CPG advertisers?
6. What measurement frameworks do you use to assess CPG campaign effectiveness—especially at the lower funnel—and how transparent is that to brand partners?
7. Can you share how emerging technologies like AI are being embedded into your media offerings to optimize targeting and creative?
8. How does Mercado Libre collaborate with CPG manufacturers directly versus working through commerce acceleration agencies like Flywheel?
9. How do you keep your team and partners aligned with fast-moving trends in omnichannel commerce and retail media—especially in the CPG domain?

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. 

The CPG Guys are joined in this episode by Molly Hjelm, Corporate VP of Red Vest Media, the retail media division of Ace Hardware, the largest retailer-owned hardware cooperative in the world with over 5,900 locally-owned and operated hardware stores in 71 countries. 

Follow Molly on LinkedIn at: https://www.linkedin.com/in/mollyhjelm/
Follow Ace Hardware on LinkedIn at: http://acehardware.com
Follow RedVest Media online at: http://redvestmedia.com

Molly answers these questions:

1. Ace has a unique position as a cooperative of independent retailers. How does that structure shape the way you approach retail media compared to traditional big-box retailers?
2. We’re read that Ace balances local relevance with national scale—how do you preserve that hyper-local feel while delivering a unified marketing message through Ace Media?
3. Ace Rewards has over 71 million members with impressive active engagement—how are you leveraging this loyalty data to power Ace Media’s audience targeting and personalization?
4. Ace Media is launching with a full-funnel portfolio right out of the gate. What led to the decision to debut such a comprehensive offering instead of rolling it out incrementally?
5. You’re partnering with Epsilon and launching with interoperability across commerce platforms like Flywheel & Pacvue. How does this commitment to open infrastructure benefit your brand partners?
6. Your approach to launch is intentionally curated, not a land grab for ad dollars. How are you choosing which brand partners to bring in first—and why is that intentionality important?
7. Measurement seems to be a passion point for you. What can advertisers expect when it comes to transparency and performance reporting from day one?
8. Looking ahead, what’s your vision for how Ace Media will evolve—and how do you see it helping both national brands and independent store owners thrive over time?

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. 

The CPG Guys are joined in this episode by Jenny Holleran, VP Media Insights & Incentives at Kroger Precision Marketing / 84.51 and Mariama Kamanda, Associate Director Data & Analytics at Barilla Group.

This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.

Follow Jenny Holleran on LinkedIn at: 

Follow Kroger Precision Marketing online at: http://krogerprecisionmarketing.com

Follow Mariama Kamanda on LinkedIn at: https://www.linkedin.com/in/mariama-k-93303083/

Follow Barilla Group online at: https://www.barillagroup.com/en/

Jenny and Mariama answer these questions:

1. Mariama, Brands are facing a lot of uncertainty today – both from economic uncertainty and from changing shopper habits. How are CPG brands navigating some of that consumer volatility they’re facing today?
2. Mariama, One of the big changes in CPG is the shift in people’s diets. People are looking for functional ingredients and higher-protein meals. Tell us about Barilla’s Protein Plus line and some of the challenges you’ve faced.
3. Mariama, And how did access to retail data play a role in bringing back shoppers?
4. Jenny, How is access to retail data changing the way brands think about media planning?
5. Jenny, Can you explain more about what goes into crafting those audiences inside Collaborative Cloud?
6. Jenny, How do you decide when a brand is ready to use the Collaborative Cloud? Is there a maturity level or data mindset that makes this work better?
7. Mariama, We understand that your campaign to bring people back to Protein Plus included multiple digital tactics—onsite media, digital coupons, social media, offsite display. What did you learn about the effectiveness of using purchase based audiences?
8. Mariama, What has been the internal conversations at Barilla sparked by the testing and work you’ve done with Kroger? Any learnings on internal alignment within CPGs?
9. We’re at the end of the week in Cannes? What has been the most surprising or exciting topic you’ve heard this week?

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. 

The CPG Guys are joined in this episode by Heather Land, Senior Director of Grocery Merchandising at Dollar General which strives to make shopping hassle-free and affordable with more than 20,000 convenient, easy-to-shop stores in 48 states.

Follow Heather on LinkedIn at: https://www.linkedin.com/in/heather-land-97382817/

Follow Dollar General on LinkedIn at: https://www.linkedin.com/company/dollar-general/

Follow Dollar General online at: https://www.dollargeneral.com/

Heather answers these questions:

1. Please introduce yourself and tell us about your background and experience. What motivated you to transition from foodservice to Retail?
2. How would you explain Dollar General to someone who is unfamiliar with the retailer?
3. How do you see DG’s role in the food and beverage category? 
4. Are your food customers motivated primarily by convenience, value, assortment or some other factor?
5. Given DG’s expansive footprint, how are you using that to make a positive impact when it comes to providing for and serving others?
6. What are some recent examples that illustrate impact?
7. And to further your reach of Serving Others, you’re now offering delivery services, too. Can you expand on that?
8. As you look at the company’s consumables mix, where do you see room for innovation and expansion?

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. 

The CPGGUYS are joined in this episode by Emily O'Hara, VP Global Head of Brand and Media at eBay and Lisa Clunie, co-founder & CEO of the agency Joan. This episode focuses on the partnership between an agency and how a relationship with a brand helps develop its long term equity.

This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.

Find Emily O'Hara on Linkedin at : 

Find Ebay on Linkedin at : 

Find Lisa Clunie on Linkedin at : 

Find JOAN on Linkedin at : 

Here's what we asked them : 

1. Emily - Most people don’t immediately think of eBay in the CPG context. How are you shifting that narrative, and where does eBay fit in the modern commerce ecosystem?
2. Lisa - How do you approach brand storytelling differently for platforms like eBay, where community and culture play such a big role?”
3. Both - What makes the eBay + JOAN partnership successful? How are you aligning around bold ideas while staying rooted in performance? What does success look like for you both? What are the KPIs that matter when you’re balancing storytelling with commerce?
4. Emily - How does brand voice show up on a marketplace like eBay? What does authenticity look like there? Can you share an example where storytelling, brand identity, and commerce came together really well on the platform?
5. Lisa - How do you navigate brand control in a space like eBay, where sellers drive so much of the listing content and experience? What advice do you give them as  you navigate creative?
6. Emily - What insights have surprised you the most about today’s eBay shopper, especially from a CPG or lifestyle brand lens?
7. Lisa - Are there tools or strategies you’ve used to show that non-traditional retail exposure drives long-term brand health?
8. Both - How do you both see the role of marketplaces like eBay evolving in the future of CPG and brand marketing?
9. Lisa – the future is already upon us, AI is here in practice? How does it impact creativity and personalization? 
10. Emily – how are you thinking about responsible AI for eBay and ensuring consumer trust as they use the platform?

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. 

The CPG Guys are joined in this episode by Alanna Handelman, Head of U.S. Commerce & Canada Mid-Market Sales 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 Alanna on LinkedIn at: https://www.linkedin.com/in/alannahandelman/

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.

Alanna answers these questions:

1. What do you say to marketers who still think of Snapchat as “just for Gen Z”? Talk to us about your audience proposition. 
2. How does Snapchat compare with other digital platforms when it comes to driving awareness and conversion for CPG products?
3. Retail media is exploding, but most of it is focused on on-site. Where does Snapchat fit into the off-site retail media puzzle?
4. How is Snapchat uniquely positioned to support CPG brands in today’s attention-fragmented world? Give us a breakdown of the various products / inventory available to brands and agencies?
5. Can you talk about how Snapchat is partnering with retailers or data providers to close the loop on attribution and sales lift?
6. Measurement is always a top concern for CPG advertisers. What’s Snapchat doing to help brands prove ROI or incrementality? What’s the most misunderstood metric in social advertising for CPG, in your opinion?
7. How do you see AI and personalization shaping the future of ad experiences on Snapchat for CPG brands?
8. Let’s close by discussing how a partnership with Snapchat works. Start fo finish, what does it take and how does it get executed?

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. 

The CPG Guys Sri Rajagopalan & Peter VS Bond muse current industry topics.

Find Sri Rajagopalan on Linkedin here : https://www.linkedin.com/in/sri-rajagopalan-09a0062/

Find Peter VS Bond on Linkedin here : https://www.linkedin.com/in/pvsbond/

Find the CPGGUYS on Linkedin here : https://www.linkedin.com/company/cpgpodcast/

The CPG Guys cover these topic:

1. Trader Joes post by Peter Bond
2. AI in action on LinkedIn
3. Retail media pie for everyone smaller other than AMZ and WMT 
4. Doing store walks
5. Conference roundup 
6. Is podcasts still #1 for learning growing 
7. Cornell retail media program 
8. Top retail episodes 2025 : Jamil, Diana, Pulsifer, Williamson, jeff Cohen 

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. 

This episode was shot LIVE at the Cannes Lions festival of creativity at Cannes, France. **A reminder - LIVE episodes are taken from conference floors, there may be background noise or interference**

The CPGGUYS are joined by @Jody Hallman, VP of integrated marketing at Perdue farms & SVP of account management at Colle McVoy - Kate Frank.

This episode is another masterclass given by a brand marketer and a partner agency.

Find Jody Hallman on Linkedin :https://www.linkedin.com/in/jodyhallman/

Find Perdue Farms on Linkedin : https://www.linkedin.com/company/perdue-farms/

Find Kate Frank on Linkedin : https://www.linkedin.com/in/katehfrank/

Find Colle McVoy on Linkedin : https://www.linkedin.com/company/collemcvoy/

Here's what we asked them :

1. Jody -  Perdue is a legacy brand with a strong reputation for quality and trust. How are you evolving that brand story for today’s consumers?"
2. Both - How do you ensure alignment when it comes to short-term performance goals vs. long-term brand building? Kate - specifically from the agency side, how do you ensure that creative excellence lives within a results-driven, omnichannel world?
3. Kate - What does great storytelling look like in a category like fresh meat and poultry, where shopper decisions are often quick and price-sensitive?
4. Jody - How do you craft campaigns that stay true to Perdue’s values while still driving conversion at shelf or online? 
5. Both - How are you both navigating the growing influence of retail media networks on creative, messaging and measurement? How is Perdue operating beyond owned channels for co-creation with consumers? (this is space to directly speak to “Winging It” effort.)
6. How has leaning into improv informed greater ways of working between Perdue and Colle McVoy as it relates to where to take risks, show up differently with consumers and have some brand spontaneity? 
7. Kate - What have you learned about integrating upper-funnel storytelling with lower-funnel activation across platforms like Instacart, Walmart Connect, etc.?
8. What brought you here? How has this conference been? What are some themes that intrigued you? 
9. Both - What trends are you watching closely as you plan for the next 12–18 months in CPG marketing?"

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/

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

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. 

In this episode, the CPG Guys are joined by Laurie Lam, Chief Brand Officer at E.L.F. Beauty & Josh Rosenberg, the founder & CEO of Day One Agency.

This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.

Follow Laurie on LinkedIn at: https://www.linkedin.com/in/laurielam/
Follow E.L.F. Beauty on LinkedIn at: https://www.linkedin.com/company/e-l-f-beauty/
Follow Josh on LinkedIn at: https://www.linkedin.com/in/jzrosenberg/
Follow Day One Agency on LinkedIn at: https://www.linkedin.com/company/day-one-agency/

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/

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

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 Kheri Holland Tillman, Chief Marketing Officer of Primo Brands & David DeMuth, CEO of Doner Partners Network.

This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.

Follow Kheri on LinkedIn at: https://www.linkedin.com/in/kheri-holland-tillman-1601563/

Follow Primo Brands on LinkedIn at: https://www.linkedin.com/company/primobrands/

Follow David DeMuth on LinkedIn at: https://www.linkedin.com/in/david-demuth-a7110b6/

Follow Doner Partners Network on LinkedIn at: https://www.linkedin.com/company/doner-partners-network/

Kheri & David answer these questions:

1. How do you each define creativity today — especially in a world driven by data, retail media, and performance metrics?
2. From your brand and agency perspectives, how can creativity and commerce actually work in harmony, not in conflict?
3. What does a modern, high-functioning brand–agency relationship look like in 2025?
4. What do you both wish more agencies/brands understood about each other when it comes to delivering real business outcomes?
5. How do you align around both short-term wins and long-term brand equity?
6. Retail media is reshaping the CPG marketing funnel — how is it influencing creative strategy? Are agencies ready for the retail media revolution? And are brands equipped to lead it creatively?
7. What happens when the same campaign has to live on TikTok, an RMN banner, and a store display? How do you protect the idea across platforms?
8. How does Primo balance bold brand-building with the need to drive measurable business results?
9. How do you measure the impact of emotional resonance — and justify investment in brand storytelling in a ROAS-heavy world?
10. What does  sustainability mean to you? How are guys practicing it out 
11. What’s one emerging trend — in consumer behavior, media, or creative — that excites you most right now?

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/

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

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.