The CPG Guys

The CPGGUYS are joined in this episode by Hunter Poole, VP of brand partnerships with Acorn - a social media partnerships agency. Hunter discusses today's social media vehicles, their roles for brands and where we are as an industry with digital leadership in this space.

Follow Hunter Poole on Linkedin : https://www.linkedin.com/in/hunterpoole/
Follow Acorn on Linkedin : https://www.linkedin.com/company/acorn-an-influence-company/
Find Acorn online : https://acorninfluence.com/

To register for the CPG industry's first exec ed program on retail media at Cornell : https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/

We discuss :
Tiktok, Facebook, Instagram, Reels, consumer attention, social influencers and their roles for brands. Where this fits in retail media.

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 by independent consultant Brittain Ladd. This is Britain's 3rd appearance on the show. We recorded this on Dec 10 and this is about as real time a topics and an episode could be.

Follow Brittain Ladd at : https://www.linkedin.com/in/brittainladd
Follow and subscribe to 'No retreat, no surrender' : https://www.linkedin.com/newsletters/no-retreat-no-surrender-6929753812693901312/

To register for the CPG industry's first exec ed program on retail media at Cornell : https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/

Here's what we asked him :
1. Campbell's leadership changes.
2. Kroger - Albertson's next steps.
3. Space planning obsoleteness?
4. Mondelez & Hershey?
5. Walmart built for 2030?
6. Walgreens may be acquired?
7. Supply chain and AI.

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 by Karen Satterlie, Director of eCommerce Marketing & Shopper Marketing at Henkel, Melissa Burdick, president of Pacvue & Barbara Connors, VP Strategy & Acceleration at 84.51 a division of Kroger. The episode was recorded in Las Vegas at Groceryshop 2024.

This episode is sponsored by 84.51.

Follow Karen Satterlie on LinkedIn here: https://www.linkedin.com/in/karensatterlie/
Follow Melissa Burdick on LinkedIn here: https://www.linkedin.com/in/melissaburdick/
Follow Barbara Connors on LinkedIn here: https://www.linkedin.com/in/barbara-connors-10312810/

Follow 84.51 on LinkedIn here: https://www.linkedin.com/company/84-51/
Follow 84.51 online here: https://www.8451.com/

1) Given the decline volume CPGs are currently facing, How is Henkel focused on bring consumers to your brands in an omnichannel way?
2) If planning needs to start at the top with the brand, do sales teams need to work in an omnichannel way as well?
3) Is “retail media” media?
4) How does inspiration drive brand loyalty?
5) How is value defined by shoppers?
6) How is the balance of power between brands & retailers shifting in the era of retail media?

For the Cornell Retail Media Strategy Executive Education program, click here

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

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 Michael Mosser, VP of Categories at Walmart Marketplace, Sarah Ray CEO or Arbitrage Ave & Charles Leslie CEO or Side Hustle Network.

This episode from recorded at the 2024 Walmart Marketplace Seller Summit.

Follow Michael Mosser on LinkedIn here: https://www.linkedin.com/in/michaelmosser/
Follow Walmart Marketplace on LinkedIn here: https://www.linkedin.com/company/walmart-marketplace/
Follow Walmart Marketplace online here: https://marketplace.walmart.com/

We asked Michael these questions:

1. Your journey took you through HSN, ebay & walmart - take us through the years after graduation and what led you to be here at Walmart?
2. How different is your category role in the seller marketplace compared to a merchant dealing with 1P vendors? Do you interact with the merchants and share ideas? How does this work?
3. What tactics do you recommend to sellers on the marketplace and how do you help them scale?
4. What is the role of walmart connect and how do you partner with Ryan Mayward's team?
5. How do you quantify success in the marketplace and what metrics do you share back to sellers to help them develop?
6. What are compelling reasons a brand should consider 3P vs 1P and be on your platform?
7. How do you partner with WFS and what role does WFS play in the development of a seller?
8. Finally, give us your view point on what the future holds for sellers on the marketplace - can we dream of a day where it's bigger than 1P?

We asked Charles & Sara these questions:

1. Charles - tell us about sidehustlenetwork, how did you and Trista come up with the idea? Does Ebay come to mind?
2. Sarah - let’s do the same, tell us all about what Arbitrage Ave is and does. How did you come up with the idea?
3. Sarah - your IG profile says busy mom with an ecomm biz, how did you leverage IG to scale when the largest brands are still shy of social media.
4. Charles - what do you sell on the platform, give us examples, and how to customers find you first on walmart marketplace?
5. Sarah - what tactics do you leverage and recommend for other sellers on the marketplace - does walmart connect play any role?
6. Charles - how do you use data from the platform or other sources to inform your decision on the marketplace?
7. Sarah - what makes a seller elite on the marketplace, not just scale but be a top seller?
8. Charles - how do you leverage tiktok and scale?

For the Cornell Retail Media Strategy Executive Education program, click here

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

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 Nancy Winé Head of Grocery at Amazon Ads & Jenny Burke, Director Global Video strategy & GTM at Amazon Ads. This episode was recorded in Austin TX at Amazon unBoxed.

Follow Nancy Winé on LinkedIn here: https://www.linkedin.com/in/nancy-wine-6518689a/
Follow Jenny Burke on LinkedIn here: https://www.linkedin.com/in/jenny-burke-9859173/
Follow Amazon Ads on LinkedIn here: https://www.linkedin.com/showcase/amazon-ads-partners/
Follow Amazon Ads online here: https://advertising.amazon.com/

Nancy & Jenny answer these questions:

1) Earlier this year, Amazon held its first ever Upfronts event in NYC, showcasing top new entertainment content and innovation across Amazon ad solutions and tools. Tell us more!
2) With younger audiences like adult Gen Z and Millennials navigating a fragmented media landscape, how does Amazon Ads help brands cut through the noise to effectively reach and engage these consumers?
3) How is Amazon Ads helping brands move beyond linear TV advertising and connect with younger audiences?
4) How has full-funnel ad strategies including video helped grocery brands drive sales growth?
5) What should grocery brands expect from the future of ad-supported streaming?
6) How is Amazon innovating in the streaming space?
7) Anything else you would like to share with us?

For the Drug Store News issues summit HBC awards : email [email protected] or click here
For the Cornell Retail Media Strategy Executive Education program, click here

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

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 by Stacie Medley, Sr Director of Integrated Media & Agency Relations at Kimberly-Clark & Meggie Giancola, SVP of CPG at Epsilon.

This episode is sponsored by Epsilon.

Follow Stacie Medley on LinkedIn here: https://www.linkedin.com/in/stacie-medley-6529507/
Follow Kimberly-Clark on LinkedIn here: https://www.linkedin.com/company/kimberly-clark/

Follow Meggie Giancola on LinkedIn here: https://www.linkedin.com/in/meggie-giancola/
Follow Epsilon on LinkedIn here: https://www.linkedin.com/company/epsilon/
Follow Epsilon online here: https://www.epsilon.com/us

Kimberly & Meggie answer these questions:

1. Take us through your own careers and how you got to the respective roles you are at today?
2. Would love to hit up the topic of leadership - both of you lead important outcomes for your companies and for the consumer in our industry. What does that word mean to you and how do you value leadership?
3. When did you two start working together - what is the strength of the partnership between both of the brands and what do you count on from each other?
4. Drumroll for our favorite topic itself - retail media. What’s new, what’s changed and what’s evolving in your partnership that delivers for the consumer and for the retailer?
5. The omnichannel world is 24-7 and 360 in terms of how she connects, how she shops, where she discovers and where she browses - shopping baskets are very fragmented. How does Epsilon help build a consistent view of consumers, showing her connections cross channel?
6. Stacie, as the Integrated Media Lead (IML) at a company with a number of the most beloved brands in the world, what advice do you share with your brand partners to build connections with consumers that last?
7. Meggie - you use the sentence ‘were all humans first’ - what does this mean in business everyday? Stacie - do you have your own version of this?
8. Finally, let’s ask you both to look future forward. What trends are you both following and coaching others to follow? 

For the Drug Store News issues summit HBC awards : email [email protected] or click here
For the Cornell Retail Media Strategy Executive Education program, click here

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

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 Melissa Emerich, Chief of Staff + Director of Strategy & Revenue for AD Retail Media at Ahold Delhaize USA. This episode was recorded on the Techtalks Stage at Groceryshop 2024.

Follow Melissa on LinkedIn here: https://www.linkedin.com/in/melissa-emerich-25707536/
Follow AD USA Retail Media on LinkedIn here: https://www.linkedin.com/company/ad-retail-media-usa/about/
Follow AD USA Retail Media Online here: https://www.adretailmedia.com/p/1

Melissa answers these questions:

1) What are the primary objectives of AD Retail Media? What are updates since Bobby joined us back in Dec 2022?
2) What are standard KPI’s that a brand can expect with you? What does every campaign report back on for the brand to feel it got ROI in its investment?
3) IAB has begun the process of establishing some standards, but this is largely open space. How do you feel about standardization of measurement across our industry?
4) What constitutes a successful campaign with AD Retail Media - what elements are a must have from a brand/vendor perspective?
5) How developed is AD Retail Media with offsite partners?
6) What’s the latest on the digital evolution in-store?
7) There’s an inherent focus on national players, but based on ADRM’s local brand power, clearly regional networks have a lot to offer. Can you talk a little more about that?
8) How do you account for AD Retail Media with brand partners - is it JBP alone exercise or do you take another approach.
9) What trends are you following in the RMN space as it relates to the next wave of what consumers are adopting? Is it CTV or something else?

For the Drug Store News issues summit HBC awards : email [email protected] or click here
For the Cornell Retail Media Strategy Executive Education program, click here

For the Drug Store News issues summit HBC awards : email [email protected] or click here
For the Cornell Retail Media Strategy Executive Education program, click here

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 on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

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 by Lauren Steinberg, SVP of Media, Loyalty & Digital at Loblaw Companies Limited, Canada’s food and pharmacy leader, the nation’s largest retailer, and the majority unit holder of Choice Properties Real Estate Investment Trust. Loblaw – and its portfolio of grocery, health and beauty, financial services and apparel businesses – provides Canadians with an unparalleled mix of value, assortment and convenience, and offers Canadians two of the country’s most recognized brands – President’s Choice and no name.

Follow Lauren on LinkedIn here: https://www.linkedin.com/in/steinberglauren/
Follow Loblaw on LinkedIn here: https://www.linkedin.com/company/loblaw-companies-limited/
Follow Loblaw Advance online here: https://www.loblawadvance.ca/

Lauren answers these questions:

1. Loblaw is known by many names in Canada. Would you dimensionalize the Loblaw business and key metrics of the addressable audience you offer to brand advertisers?
2. What is Loblaw Advance? What are the component solutions that you make available to brand advertisers?
3. How does Loblaw use data from its loyalty programs to enhance customer experience?
4. What role does personalization play in Loblaw’s loyalty strategies and how do they align to merchant priorities?
5. How is Loblaw delivering meaningful retail media performance measurement to help brand advertisers be sure that their investments are effective?
6. How do you balance consumer privacy with the need for targeted retail media campaigns & how do you ensure that the personalization efforts don’t feel intrusive to customers?
7. How does Loblaw collaborate with brands to optimize retail media offerings for mutual benefit?
8. What are some of the trends in customer insights driving retail media activation that you are focused on developing the Advance platform looking forward?

For the Drug Store News issues summit HBC awards : email [email protected] or click here
For the Cornell Retail Media Strategy Executive Education program, click here

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 on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

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 by RR Donnelley's Lisa Pruett, President of Packaging & Labels and Hans Fischmann, VP & General Manager of nCountR, an innovative advertising platform designed to enhance customer experiences in physical retail stores. By combining digital programmatic advertising with in-store merchandising and advanced technology, nCountR creates engaging experiences right where customers make their purchases.

Follow Lisa Pruett on LinkedIn here: https://www.linkedin.com/in/lisa-c-pruett/
Follow Hans Fischmann on LinkedIn here: https://www.linkedin.com/in/hfischmann/
Follow RR Donnelley on LinkedIn here: https://www.linkedin.com/company/rr-donnelley/
Follow nCountR online here: https://www.rrd.com/solutions/ncountr

Lisa & Hans answered these questions:

1. After going to West point, you’ve built quite the career in packaging, I’d love for you to take us through the years and tell our audience how you have seen this space change over the years?
2. It's clearly a war for attention whether retail or a brand. How do you feel about that and what message do you have on this for them?
3. Part of attention is shopping experience - clearly websites and apps still have long ways to go, but what about the store?
4. Can we look downstream? What are the implications downstream such as supply chain, stocking, and even the shelf appearance through packaging constraints?
5. With everything we have discussed so far, how does it influence innovation, especially in an inflationary environment where multi packs have a lot of attention?
6. The companies you work with at RRD have access to a significant set of data streams - how does this data stream work in your favor and eventually for the consumer?
7. What is your value proposition as RR Donnelley in this evolving consumer landscape?
8. Finally, let’s ask you to look future forward. What trends are you guys following and coaching others to follow? While retail media is obvious and so is AI, are you guys leveraging this?

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 on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

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 by Art Sebastian, Founder & CEO of NexChapter, Jared Luskin, Head of Platform & Media Partnerships at Bridg and Neil Murphy, Chief Revenue Officer at Bridg.

Bridg is a data and audience platform built exclusively for brick and mortar retailers and their CPG partners that powers retail media success. The platform solves a longstanding challenge – identifying and targeting in-store customers that aren't part of loyalty or rewards programs – using their exclusive offline resolution capabilities and clients' point of sale (POS) data.

This episode is sponsored by Bridg

Follow Art Sebastian on LinkedIn here: https://www.linkedin.com/in/artsebastian/
Follow NexChapter on LinkedIn here: https://www.linkedin.com/company/nexchapter/
Follow NexChapter online here: https://www.nexchapterinc.com/

Follow Jared Luskin on LinkedIn here: https://www.linkedin.com/in/jared-luskin/
Follow Neil Murphy on LinkedIn here: https://www.linkedin.com/in/neil-murphy-49b940/
Follow Bridg on LinkedIn here: https://www.linkedin.com/company/bridgplatform/
Follow Bridg online here: https://www.bridg.com/

Art, Jared & Neil answer these questions:

1. How has the consumer perception of C-stores changed/shifted over time, and what factors have contributed to their growing popularity?
2. What has been the challenge for convenience stores in terms of building a meaningful data asset to fuel the ability to create & measure audiences for use in retail media?
3. We see that the typical focused c-store shopper is in and out in under four minutes––can you elaborate on some of their key characteristics and behaviors, and how c-stores can capitalize on their unique position to better serve the communities they are in?
4. How are these stores leveraging loyalty programs and personalized programs today, particularly among fuel customers? 
5. What are the biggest areas of opportunity for brand advertisers to engage convenience shoppers in a measurable way and how do you see Rippl helping them to enable this opportunity?
6. What key trends and innovations are shaping the future of convenience retail?them to enable this opportunity?

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

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.