The CPG Guys

The CPGGUYS cover the recently concluded Shoptalk spring 2025 from Las Vegas. What a show! Besides our opening networking reception, we had a chance to meet up with many brands, retailers and of course all our sponsors. 

This episode is collectively sponsored by Epsilon, Dunnhumby, Osmos, 

Apply to join the Cornell retail media program https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/

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

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

Find CPGGUYS on Linkedin at : https://www.linkedin.com/company/56451211

Find CPGGUYS online at : https://www.cpgguys.com/

Here's what we discussed : 

1. Different tracks for learning

2. Key mainstage presentations

3. Detailed analysis of the omnichannel track and breakouts

4. Networking opportunities

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 NA GM for Mars Pet Nutrition - Alanna McDonald. With brands such as L'Oreal & Procter & Gamble in her background, we knew this would be a solid foundational discussion on ways to think through today's category shaping trends and opportunities. This episode was shot LIVE at New York City at their office.

Apply to join the Cornell retail media program https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/

Find Alanna on Linkedin at : https://www.linkedin.com/in/alanna-mcdonald-bb5b741/

Find Mars on Linkedin at : https://www.linkedin.com/company/mars/

Find Mars Petcare online at : https://www.mars.com/our-brands/petcare

Here's what we asked her : 

1. What were some pivotal moments in your career that helped you reach this leadership position?
2. How do you foster innovation through research within a legacy portfolio of brands like at Mars Petcare?
3. How do you think about brand trust and transparency in an age where consumers demand more information about what they feed their pets?
4. What do you see as the biggest trends shaping the omnichannel pet care industry in the next five years?
5. How are data analytics being leveraged in pet nutrition and pet healthcare?
6. With the rise of direct-to-consumer and e-commerce pet brands, how is Mars staying competitive? What role does subscription in home delivery play in this?
7. How do you ensure Mars Petcare remains relevant to both long-time customers and new pet owners?
8. What do you see as the biggest trends shaping the omnichannel pet care industry in the next five years?
9. What’s one recent product innovation or business initiative you’re particularly proud of?

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 Sargento Foods General Manager, Erin Price. She is a General manager with significant experience in strategic planning, marketing, communications and brand management at leading CPG firms like General Mills, Johnson & Johnson & spectrum brands.

Apply to join the Cornell retail media program https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/

Follow Erin Price on Linkedin at : https://www.linkedin.com/in/erin-price-5199008/

Follow Sargento Foods on Linkedin at :https://www.linkedin.com/company/sargento/

Follow Sargento foods online at : https://www.sargento.com/

Erin answers the following questions : 

1. Can you share insights into your journey from Marketing Manager to General Manager of Consumer Products at Sargento Foods?
2. How has your leadership style evolved throughout your various roles at Sargento?
3. What are the key strategic initiatives you’re focusing on in your current role?
4. How do you envision the Sargento brand evolving under your leadership?
5. Can you discuss any recent product innovations that have been particularly impactful?
6. How does Sargento leverage consumer insights to drive product development?
7. How does Sargento differentiate its products in a competitive market?
8. What emerging market trends do you believe will influence the cheese industry in the coming 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/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Tracey Massey, Chief Operating Officer at NielsenIQ, the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. NIQ combined with GfK in 2023, bringing together the two industry leaders with unparalleled global reach. Today NIQ has operations in 95+ countries representing 97% of the world’s GDP. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.

Follow Tracey Massie on Linkedin at: https://www.linkedin.com/in/tracey-massey-5328951/
Follow NielsenIQ on LinkedIn at: https://www.linkedin.com/company/nielseniq/
Follow NielsenIQ online at:  https://nielseniq.com/global/en/

Download the Gen Z report here:  https://nielseniq.com/global/en/insights/analysis/2025/connecting-with-gen-z/

Download the Consumer Life Trend Report here: https://nielseniq.com/global/en/products/consumer-life/ 

Tracey answers these questions:

1. Take us through your career journey from the early days at Mars to your role here at NielsenIQ. 
2. What leadership principles are you anchored on / served you well and what would you advocate others learn?
3. There is no one better to weigh in on what is motivating consumers globally. What trends are you seeing from consumers that are impacting how they shop?
4. Does this look any different for GenZ? They are such an important cohort that we’re hearing lots of discussion about from brands and retailers alike.
5. It’s not just consumers that are wrestling with a lot of change, given your work with the largest retailers and CPG manufacturers around the world, what are the shifts impacting their brands?
6. We’ve talked about how NIQ is the world’s largest consumer intelligence provider. Why is what you do so important to the industry?
7. What is the role of mentors in your careers and do you believe in reverse mentorship?
8. For someone early in their career aspiring to follow your footsteps and be at the world's greatest insights and data organization - what’s your advice?

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 Simone Lumsden, SVP of Triangle Loyalty & Retail Media at Canadian Tire Corporation, Limited (“CTC”), one of Canada’s most admired and trusted companies that includes a retail segment, a financial services division and CT REIT. Their retail business is led by Canadian Tire, which provides Canadians with products for life in Canada across its Living, Playing, Fixing, Automotive and Seasonal & Gardening categories. Party City, PartSource and Gas+ are key parts of the Canadian Tire networkalong with Mark's, a leading source for casual and industrial wear, Pro Hockey Life, a hockey speciality store  and SportChek, Hockey Experts, Sports Experts, and Atmosphere, which offer the best active wear brands. 

Follow Simone Lumsden on Linkedin at: https://www.linkedin.com/in/simone-lumsden9901/
Flow Canadian Tire on LinkedIn at: https://www.linkedin.com/company/canadian-tire/
Follow Canadian Tire online at: https://corp.canadiantire.ca/English/home/default.aspx

Simone answers these questions:

1. What about this chosen field most excited you are were there some pivotal experiences that prepared you for your current role at CTC?
2. Both Retail Media & loyalty are highly developed in the United States. What is the state of data driven closed loop marketing in Canada and what are the primary objectives of Triangle's offerings?
3. Would you help dimensionalize your solutions in terms of audience size, geographic coverage & omnichannel reach etc?
4. Let’s double click down into the retail media solution. What are your core onsite solutions that help brands reach your shoppers and what do you want to highlight about these offerings?
5. Looking further up the funnel, what kinds of offsite & instore solutions do you offer brands and what ad tech stack partnerships have you established to enable these solutions?
6. Measurement is a key component for helping brands move from the old world of linear TV and print media to performance marketing.What types of measurement tools do you make available to brands investing in Triangle Retail Media?
7. Tell us about Triangle Loyalty. What is available to CPG brands and how does it connect to your retail media solutions?
8. What most intrigues you about the near term in retail media and loyalty? Are there some specific trends that you are following or investing against?

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 Emma Helsloot and Ana Laura Zain - cofounders of the Women in Retail Media Collective. Their mission :Connect, grow, and lead via a community designed to empower women to shape the future of retail media. 

Find Emma Helsloot on Linkedin here: https://www.linkedin.com/in/emma-helsloot-78767a64/

Find Ana Laura Zain on Linkedin here: https://www.linkedin.com/in/analaurazain/

Find WRMC on Linkedin here: https://www.linkedin.com/company/women-in-retail-media-collective/

Find WRMC online here: https://wrmcollective.com/

Click here to join: https://wrmcollective.com/#join-us

Here's what we asked them : 

1. Let’s start with the proverbial meet-cute story. How did you two come to know each other and what is your involvement in retail media?
2. As we look across the leadership in retail media, we notice pockets of female leaders, but generally, it is fairly isolated. What are you seeing?
3. We’re all about data here at the CPG Guys. What are some cool industry data points about women in commerce that you want to highlight to our audience?
4. So how did you decide to create a community for women in retail media and what were the goals you established?
5. What are the primary resources/benefits that the WRMC offers to its members? We understand you have established a blog on your site.
6. How do men fit into the equation when it comes to the WRMC? Is this community designed to be inclusive?
7. How are you making yourself known to the industry and what channels are you leveraging to connect with potential members?
8. What do you hope to achieve in this first year of launching the WRMC?
9. How does our audience best get involved in WRMC?

Apply to join the Cornell retail media program https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/?utm_source=cpg+guys&utm_medium=multi-channel_campaign&utm_campaign=mktgstrat_Retail+Media+Strategy+-+CPG+Guys

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. 

In this episode, the CPG Guys are joined by Chelsey Alexander, 
Vice President, Emerging Digital Platforms at Bayer Consumer Health. The episode was recorded in Atlanta GA at the Commerce Brand Media Summit in March 2025.

Follow Chelsey Alexander on LinkedIn at: https://www.linkedin.com/in/chelsey-alexander-a3269757/

Follow Bayer on LinkedIn at: https://www.linkedin.com/company/bayer/

Follow Bayer online at: https://www.bayer.com/en/personal-health/better-health-for-all

Chelsey answers these questions:

1. Tell us about you the person. Take us through your career growth from starting in the drug channel at P&G to a brand GM and leading emerging channels leadership today? 
2. How has your brick and mortar and marketing experiences served you well to be in the role you are in today developing a brand and retail channels?
3. Social commerce and marketplaces have made great in roads last couple years. Given this is a large part of your role, can you talk about some of the things you’ve learned or important things for brands to keep in mind?
4. When it comes to the digital shelf,how are you managing content and the rise of AI and personalization?
5. In which parts of the customer journey do you believe brands need to be best in class to rise above the competition? 
6. Tell us about your team and how you motivate them everyday? What is your approach to people leadership?
7. Who has been your mentor and advisor and what is the importance of this? What advise would you give other startups in this place? 
8. What trends are you following these days? AI, tech, other trends? Why are these important? 

Apply to join the Cornell retail media program https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/?utm_source=cpg+guys&utm_medium=multi-channel_campaign&utm_campaign=mktgstrat_Retail+Media+Strategy+-+CPG+Guys

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 Sri Rajagopalan & Peter VS Bond muse the month that passed by. February means CAGNY - the annual Wall St analyst conference (Consumer Analyst Group of NY). Here, we got to meet several of the financial analysts and were able to discuss and learn what 2025 holds for us in the CPG industry.

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/56451211/

Find the CPGGUYS online here : https://www.cpgguys.com/

Topics we cover in this episode  :

1. Volume declines in the industry

2. Headcount reductions - should we expect it

3. Private label in Retail Media

4. Org design post ECom CoE structures

5. M&A… is the tide coming?

6. Walmart Connect introduces Display Advertising API

7. Leadership Talent at CPGs & retailers

8. Changes at Kroger & Albertsons

9. Global food production & tariffs

10. Our upcoming conference whereabouts

Apply to join the Cornell retail media program https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/?utm_source=cpg+guys&utm_medium=multi-channel_campaign&utm_campaign=mktgstrat_Retail+Media+Strategy+-+CPG+Guys

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. 

In this episode, the CPG guys speak with Carrie Sander, Chief Customer Officer at Kellanova, formerly the snacks division of The Kellogg Company.

Find Carrie on LinkedIn at: http://linkedin.com/in/carrie-sander-b634b04

Find Kellanova on LinkedIn at: https://www.linkedin.com/company/kellanova/

Find Kellanova online at: https://www.kellanova.com/us/en/home.html

Carrie answers these questions:

1. You’ve spent almost the entirety of your professional career with the same company. What were some of the specific experiences that you felt prepared you for your current remit as Chief Customer Officer?
2. Would you share with our audience what you love most about the CCO role and what you find to be some of the major challenges in today’s omnichannel world, post-pandemic?
3. Let’s talk “customer-first.” What are the core objectives in a customer-first approach. How do you keep your customers at the center of all your key decisions?
4. Joint Business Planning is a key component of how CPG Brands go to market with important retail customers. What are the elements of a successful JBP process that you would like to call out and how are we as an industry doing at incorporating elements of loyalty & retail media into the process?
5. Virtually all of your strategic retail customers have launched retail media platforms in the last few years. With the exception of Amazon and Walmart, these are still largely managed at the trade level. What still needs to be true before any of the “other” RMNs can make it into the strategic investment plan for national brands? Is it scale, is it full funnel capabilities, is it measurement? What?
6. How does Kellanova lead with insights & innovation and tell stories that influence growth?
7. What are the relevant industry trends that you are focused on building skills against for you and your team?
8. What are your thoughts on the industry looking out 1-3 years?

Apply to join the Cornell retail media program https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/?utm_source=cpg+guys&utm_medium=multi-channel_campaign&utm_campaign=mktgstrat_Retail+Media+Strategy+-+CPG+Guys

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 were joined live at CES during the annual show in Las Vegas by Sam's club Chief experience officer & EVP - Diana Marshall. This is a leadership class for vendors on how to be successful at Sam's club and her own leadership of people, data and MAP. This is the first episode of Women's month. In March, we will feature the amazing female leaders who have shaped the CPG industry and Omnichannel retail.

**NOTE : at the time of this recording, Diana's title was Chief Growth Officer, and since then her role has evolved to be the first ever Chief Experience Officer for Sam's Club.**

Find Diana Marshall on Linkedin at : https://www.linkedin.com/in/diana-marshall-a089623/

Find Sam's Club on Linkedin at : https://www.linkedin.com/company/sam's-club/

Find Sam's Club online at : https://www.samsclub.com/

Apply to join the Cornell retail media program https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/?utm_source=cpg+guys&utm_medium=multi-channel_campaign&utm_campaign=mktgstrat_Retail+Media+Strategy+-+CPG+Guys

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.