The CPG Guys

The CPG Guys are joined in this episode by Michael Lacorazza, CMO of U.S. Bank, the fifth-largest commercial bank in the United States & Mike Barrett, Co-Founder & Chief Strategy Officer at Supergood, a full-service advertising agency that combines human ingenuity and judgment with AIpower and insights.

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

Follow Michael Lacorazza on LinkedIn at: https://www.linkedin.com/in/lacorazza/

Follow U.S. Bank on LinkedIn at: https://www.linkedin.com/company/us-bank/

Follow Mike Barrett on LinkedIn at: http://linkedin.com/in/michael-barrett123

Follow Supergood on LinkedIn at: https://www.linkedin.com/company/gosupergood/

Michael & Mike answer these questions:

1. How do you both define a brand today, in a world where consumers expect both meaning and measurable value?
2. How do you balance emotional storytelling with performance pressures in your respective industries?
3. If you could launch a co-branded campaign between Supergood and U.S. Bank — what would it look like? Wait – we have one, and it’s called ‘the power of US’- tell us all about it. Michael first, and then Mike – how did you help US Bank design this?
4. What are the most significant shifts you’re seeing in how consumers make purchase or financial decisions today — and how are you adapting?
5. How does trust play a role in your brand narratives, and how do you actively earn and maintain it? What advice do you have for our large brand audience on this given AI and its role in creativity today?
6. What can CPG learn from financial services about loyalty and long-term customer value which means so much for the financial sector?
7. With increasing pressure to prove ROI, how do you both think about the role of brand marketing in a world dominated by short-term metrics? What are your go-to KPIs that go beyond impressions and clicks — metrics that tell you your brand is actually growing?
8. What’s one emerging trend you’re watching closely — whether in consumer behavior, marketing tech, or creative culture?

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 Jamil Ghani, VP & Worldwide Leader of Prime at Amazon.

Follow Jamil on LinkedIn at: https://www.linkedin.com/in/jamilghani/

Follow Amazon on LinkedIn at: https://www.linkedin.com/company/amazon/

Jamil answered these questions:

1. How do you define the core value proposition of Prime beyond loyalty—what makes it truly unique? 
2. With Prime Day expanding to four days in 2025, what metrics will you use to measure success this year? 
3. Prime Day now spans 26 countries. How do you prioritize market expansion (e.g. Ireland, Colombia)? 
4. You’ve described inventory placement and last-mile enhancements as key to faster delivery—what’s been the biggest operational challenge?
5. How do you balance speed of delivery with minimizing out-of-stock experiences during peak events like Prime Day? 
6. How is AI reshaping personalization in Prime—especially for recommendation engines and support chatbots like “Rufus”? 
7. What are the “six pillars” that Prime uses to foster an innovative mindset (referencing the podcast)? 
8. With Prime Day including daily deal drops every five minutes, how do you ensure members aren’t overwhelmed? 
9. How do you measure and iterate on Prime member satisfaction during high-intensity periods?

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 Abby Laursen, Senior Director of Ads Product Marketing 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. 

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

Learn more about Snapchat for Business : https://forbusiness.snapchat.com/cpgguys

Follow Abby on LinkedIn at: https://www.linkedin.com/in/abigail-laursen/

Find the Snapchat Generation Report here: https://newsroom.snap.com/snapchat-generation-report

Read Snap Success Stories here: https://forbusiness.snapchat.com/inspiration

Abby answers these questions:

1. What makes Snap a uniquely powerful platform for CPG marketers compared to other social or retail media environments?"
2. How does Snap bridge the gap between upper-funnel storytelling and lower-funnel conversion?"
3. Snap’s focus has always been on real relationships. How does that translate into real retail outcomes for brands?"
4. What does Gen Z expect from CPG brands today — and how should brands evolve to meet that? What’s the biggest myth brands still believe about Gen Z engagement on social platforms?
5. How is Snap helping brands remain culturally relevant while staying true to their identity?
6. What’s the biggest myth brands still believe about Gen Z engagement on social platforms?
7. How do you see the line between social and retail blurring in the next 12–24 months?"
8. What does the future of 'retail media meets social commerce' look like from your seat? What’s one innovation or trend at Snap that CPG leaders should be paying more attention to?
9. How is Snap helping brands prove ROI, especially when it comes to full-funnel performance? How do you think about attribution in a world where so many platforms are walled gardens?

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 Ajay Salpekar, the GM of Brand & Creator Commerce at TikTok, the world's leading social destination for short-form video. 

Follow Ajay on LinkedIn at: https://www.linkedin.com/in/salpekar/

Follow TikTok on LinkedIn at: https://www.linkedin.com/company/tiktok/

Follow TikTok online at: http://ads.tiktok.com 

Ajay answers these questions:

1. What inspired your transition from roles at Unilever and Amazon to leading TikTok’s beauty commerce strategy?
2. You’ve mentioned that a shopping journey that once took 19 days can now take 19 seconds on TikTok because of compelling content. How does that happen - on the Brand side and on the Consumer behaviour end?
3. What strategies have proven most effective for brands to convert viral TikTok moments into sustained sales?
4. How do you define success for beauty brands on TikTok Shop, and what key metrics do you prioritize?
5. Can you share insights into how TikTok Shop is leveling the playing field for emerging/small beauty brands
6. How do you see the role of creators evolving in the context of brand storytelling and product launches? Can you give us some insight into the Creator mindset and how that drives long-term partnerships, particularly with Beauty brands?
7. Can you share an example of a successful creator-brand collaboration on TikTok Shop that led to significant business results?
8. What best practices do you recommend for brands when collaborating with creators to ensure authentic and effective 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/

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 Dan Bonert, SVP of Retail Analytics and Retail Media at NielsenIQ. Dan has a background in media from his days at Amazon and was able to share quite a few insights on today's environment LIVE from the NielsenIQ c360 conference down in Hollywood, FL. Ajay Sharma, VP of ecommerce + omnichannel was our guest co-host for this episode, officially now his 6th appearance on the CPGGUYS.

Find Dan Bonert on Linkedin at: https://www.linkedin.com/in/danbonert/

Find NielsenIQ on Linkedin at: https://www.linkedin.com/company/nielseniq/

Find NielsenIQ online at: https://nielseniq.com/global/en/

Here's what we asked him : 

1. What are the key challenges you foresee in the retail media landscape, and how do you intend to address them?
2. How does your experience at Amazon and The Trade Desk inform your approach go forward in retail media?
3. How is NielsenIQ integrating advanced analytics to enhance retail media offerings?
4. What technological innovations are you most excited about in the retail media space?
5. Can you discuss how NielsenIQ’s Full View™ platform contributes to retail media strategies?
6. How do you foster collaboration between retailers and brands within NielsenIQ’s ecosystem?
7. What emerging trends do you believe will shape the future of retail media?
8. What consumer behavior changes have you observed, and how are they impacting retail media?
9.  How do you see the role of personalization evolving in retail media strategies?
10.  What advice would you give to brands looking to optimize their retail media investments?

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 Cristina Preston - Director of Digital Marketing at Schnuck Markets, Inc., a supermarket chain based in the St. Louis area. The company was founded in 1939 and currently operates over 100 stores in four states throughout the Midwest.

This episode was recorded at the 2025 Digital Food & Beverage Summit

Follow Cristina on LinkedIn at: https://www.linkedin.com/in/cristina-preston/

Follow Scnucks on LinkedIn at: https://www.linkedin.com/company/schnuck-markets-inc-/

Follow Schnucks online at: https://schnucks.com/suppliers

Cristina answers these questions:

1. What role does personalization play in your digital campaigns, and how do you balance it with data privacy concerns?
2. How do you measure the success of digital initiatives, and which KPIs are most critical for your team?
3. How do you foster a culture of continuous learning and adaptability within your team?
4. How does Schnucks leverage customer feedback to inform digital marketing decisions?
5. What challenges have you faced in creating a seamless omnichannel experience for customers, and how have you addressed them?
6. What emerging trends in digital marketing do you believe will have the most significant impact on the grocery retail industry?
7. What role do partnerships and collaborations play in expanding Schnucks’ digital reach?
8. How do you see the role of digital marketing evolving in the next five years within the grocery sector?

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 Jeff Cohen, Tech Evangelist at Amazon Ads as we discuss the key themes discussed at the 2025 Cannes Lions International Festival of Creativity.

Follow Jeff on LinkedIn at: http://linkedin.com/in/jeffreycohen

Follow Amazon Ads Partners on LinkedIn at: https://www.linkedin.com/showcase/amazon-ads-partners/

Follow Amazon Ads Partners online at: https://advertising.amazon.com/partners/network

We cover 5 key themes from the conference:

1. Impact of AI on content
2. Retail Media Networks
3. Influencer Marketing
4. Learning
5. Networking

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 their 500th episode by Tanner Elton, Vice President of US Advertising Sales at Amazon.

Follow Tanner on LinkedIn at: https://www.linkedin.com/in/tannerelton/

Follow Amazon Ads on LinkedIn at: https://www.linkedin.com/showcase/amazon-ads-partners/

Follow Amazon Ads online at: https://advertising.amazon.com/

Tanner answers these questions:

1. Reflecting on your career journey at Amazon, what experiences have been most pivotal in shaping your leadership style?
2. What role does innovation play in your leadership, and how do you foster a culture that encourages innovative thinking within your teams?
3. What trends are you observing in consumer behavior that are influencing advertising strategies?
4. How do you envision the future of advertising sales evolving over the next few years, particularly with the rise of streaming services and ecommerce integration?
5. How has Amazon’s relationship with major brands evolved?
6. What feedback mechanisms are in place to ensure that advertiser needs and concerns are addressed effectively?
7. What are the biggest challenges facing the advertising industry today, and how is Amazon Ads positioned to address them?
8. From your perspective, what is the reason for advertisers to believe that Amazon is the best place for them to build their brands?

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 Kevin Host, SVP of Pharmacy at Walmart. He is the current chair of NACDS (National association of chain drug stores) and we've had the pleasure of hearing him speak LIVE from Palm Beach at the NACDS annual this year. As a career pharma veteran he is well known for his partnership with center store and this episode revolves on his leadership and partnership with the store.

Find Kevin Host on Linkedin at: https://www.linkedin.com/in/kevin-host-pharmd-1412453/

Find Walmart on Linkedin at: https://www.linkedin.com/company/walmart

Find Walmart online at: https://www.walmart.com/

Here's what we asked him : 

1. Kevin, your career is anchored on pharmacy over the years. Tell us how different it is to lead a pharmacy vs. merchandising a center store? What are drivers you look at?
2. What is the connection between pharmacy and center store? What kinds of cross-collaboration exists among you and other Walmart leaders?
3. Lets talk leadership - what are some principles you are guided by and how do you mentor others on your team?
4. As Walmart leads the industry with omnichannel capabilities as a retailer, how have you shaped this for Rx home delivery?
5. In your current role as NACDS chair what is expected of you and what leadership are you driving for them?
6. How does Walmart pharmacy lead with data and stay ahead of other pharmacies in the competitive environment? What is your vision for the future?
7. How is retail media impacting your team and work?
8. What are latest consumer trends you are following these days ? What role does artificial intelligence play in the pharma journey?

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 Kathryn Mazza, CMO & President of Red Media at Hy-Vee, the midwest retailer. She leads the growth of the platform. Prior to, she was at Dick’s Sporting Goods. This was a conversation ranging from customer loyalty building, retail media, data measurement and of course 'back to basics' in store today.

Find Kathryn Mazza on Linkedin at : https://www.linkedin.com/in/kathryn-mazza-6523372a/

Find Hy-Vee on Linkedin at : https://www.linkedin.com/company/hy-vee

Find Hy-Vee online at : https://www.hy-vee.com/

Here's what we asked her : 

1. What leadership lessons have you learned in your career that guide you today at Red Media? What inspired you to take on the leadership role at Red Media? 
2. What are some of the biggest challenges facing retail media today?
3. Can you share insights on how Red Media integrates with Hy-Vee’s e-commerce and in-store experience?
4. How does Red Media help CPG brands maximize their marketing ROI with metrics you share?
5. How does Red Media leverage Hy-Vee’s first-party data to enhance advertising effectiveness? What role does personalization play in Red Media’s ad strategy?
6. How does AI and machine learning impact Red Media’s advertising capabilities?
7. What do you look for in best in class brand and agency partnerships?
8. What is your vision for the future of Red Media over the next five years?

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.