The CPG Guys

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. 

This week’s topics:

• Giant Eagle partners with ibotta
• General Mills Leadership
• Kraft Heinz increases marketing $$$
• Doordash results

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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 John FitzGerald, Sr Director of Growth at Mad Tree Brewing Company. Founded in 2013, MadTree is an award-winning brewery that’s rooted in Cincinnati and planted in purpose. Driven to craft great beer - but more importantly - build a business dedicated to doing good, MadTree protects and celebrates nature while reducing impact on the environment. MadTree is a B-Corp certified company and proud member of 1% for the Planet with a commitment to donate 1% of sales to local, sustainable nonprofits.  

Follow John on LinkedIn at: https://www.linkedin.com/in/johnwfitzg/

Follow Mad Tree Brewing online at: https://madtree.com/ 

John answers these questions:

1. What is the one core discipline or strategic framework from that world that you’ve found most indispensable when running a craft brand like MadTree?
2. How do you find the balance between Big CPG rigor and the "fail fast" agility required in the craft brewing industry?
3. When you look at the beer aisle now—which is notoriously crowded and fragmented—how do you apply a "Category Management" mindset to help MadTree win at the shelf against the mega-brewers?
4. How are you leveraging your background in retail partnerships to ensure MadTree isn't just a "local favorite" but a "must-have" brand for major regional retailers?
5. From a leadership perspective, how do you ensure that sustainability isn't just a marketing "badge" but a functional part of your supply chain and operational DNA?
6. You’re managing a complex journey between the taproom (DTC/Experience) and the grocery store (Wholesale). How do you ensure the brand "feeling" a consumer gets in the Oakley taproom translates when they are picking up a 6-pack at Kroger or Meijer?
7. In craft beer, data can often be opaque. How are you building a "Full View" of your consumer, and are you leveraging tools like AI to predict the next big flavor profile or seasonal trend?
8. How is MadTree evolving its product portfolio to capture that shifting demographic and maintain relevance?
9. For a regional brewer, how critical is real-time inventory and sales data to your production planning, and how do you handle those "uncomfortable" supply chain moments?
10. What is the biggest "reality check" you can give to someone looking to transition from a global giant like Kellanova to a high-growth local leader like MadTree?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

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

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

The CPG Guys are joined in this episode by Kim Cox, Managing Director NA Omnichannel Intelligence Solutions & Richard Pereira, Regional Product Leader, NA at NielsenIQ, the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth.

Follow Kim Cox on LinkedIn at: https://www.linkedin.com/in/kim-cox-nielsen
Follow Richard Pereira on LinkedIn at: https://www.linkedin.com/in/richardanthonypereira
Follow NIQ online at: http://nielseniq.com

This episode is sponsored by NielsenIQ

Kim and Richard answer these questions:

1. How is retail measurement fundamentally changing in terms of how brands now have to think about competitive visibility?
2. How are AI technologies actually changing the day-to-day experience for a category manager using NIQ tools today?
3. How are your strategic models adapting to ensure brands aren't just seeing "data snapshots" but a fluid omnichannel journey?
4. What makes club measurement so uniquely challenging, and how is NielsenIQ helping brands find the full view of performance there?
5. In practice, how far away are we really from achieving true full-funnel visibility—linking consumer behavior directly to purchase and incrementality?
6. What are the current best practices or product innovations you're leading to build a more "unified" performance picture
7. What should brands expect as these retailers integrate loyalty and sales data into the broader measurement ecosystem?
8. If we look at the next 36 months, what specific capabilities—like unified taxonomies or real-time signals—do you believe will define the next chapter of measurement innovation?
9. Kim - For the brands listening who want to lead rather than lag, what internal skill sets or data investments should they be prioritizing over the next 3–5 years? 
10. What can you share about NIQ’s vision for the future? Are there specific partnerships or innovations the industry should be paying attention to coming from NielsenIQ?
11. If you could give our audience just one piece of advice to future-proof their measurement strategy starting tomorrow, what would it be? 

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

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

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

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. 

This week’s topics:

• Kimberly-Clark Q1 2026 Results
• Unilever Q1 2026 Results
• Walmart Scintilla Media Data Feed
• Reddit Q1 2026 Results

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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 Caitlin Winsor Senior Director of Media, Strategy & Investment at PepsiCo and Chris Grillo Vice President of Sales, CPG at Tubi, the most watched free TV and movie streaming service in the U.S.

Follow Cailtin on LinkedIn at: https://www.linkedin.com/in/caitlin-coburn-winsor-80789810/

Follow PepsiCo on LinkedIn at: https://www.linkedin.com/company/pepsico/

Follow Chris on LinkedIn at: https://www.linkedin.com/in/christopher-grillo-abab465/

Follow Tubi on LinkedIn at: https://www.linkedin.com/company/tubi-tv/

Follow Tubi online at: https://corporate.tubitv.com/partners/advertisewithus/ad-experience/

We ask them these questions:

1. How would you describe Tubi’s role in the CTV ecosystem today?
2. What shifts are you seeing in how they think about reach, engagement, and performance in streaming?
3. Where does connected TV fit within your overall media mix strategy, and what signals do you monitor when evaluating a new CTV partner?
4. What were some of the most surprising or important findings for CPG marketers in the Harris Poll study?
5. How are these insights challenging or reshaping traditional assumptions around reach, frequency, and engagement for CPG brands?
6. How do these findings align with what you’re seeing in your own consumers and media performance?
7. What are the key implications for how CPG brands should rethink their media mix and investment strategies moving forward?
8. As CPG brands invest more in streaming, how are they starting to think differently about what success looks like beyond just reach and awareness?
9.  Can you share a recent example where a CPG campaign on Tubi delivered a measurable lift that surprised the team?
10. In the CPG space, how do you collaborate with advertisers to craft creatives that perform on CTV? 
11. Are there best practices for integrating traditional TV ad assets with shorter video assets for streaming environments to maximize resonance and efficiency?
12. With inflationary pressures and changing consumer behavior, how do you optimize the media mix to protect brand equity while driving growth on CTV?
13. What attribution model or measurement framework do you rely on for CTV campaigns? 
14. What does a successful CPG–CTV partnership look like from your perspective?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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. 

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. 

This week’s topics:

• KDP Quarterly earnings
• Gen Z pre-games drinking before heading out
• Microsoft Voluntary Retirements
• TikTok Measurement

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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 Shelley Zalis, Founder & CEO of The Female Quotient. Founded in 2007, The Female Quotient (The FQ) is an equality services company that provides thought leadership platforms for women and develops solutions for organizations committed to closing the gender gap in the workplace. 

Co-Hosting this episode with PVSB is Jacqui Dynowski, co-host of SheCommerce Podcast.

Follow Shelley on LinkedIn at: https://www.linkedin.com/in/shelleyzalis/

Follow The FQ online at: https://www.thefemalequotient.com/

Shelley answers these questions:

1. What's the most compelling ROI data you've seen from CPG companies that have actually closed their internal gender gaps — and what did they do differently?
2. How big is that disconnect, and what's the cost to brand relevance when leadership doesn't reflect the shopper?
3. How have CPG companies — historically some of the biggest advertisers in the world — performed on the Gender Equality Measure (GEM) score, and where is the biggest gap still?
4. How do you counsel companies that are getting squeamish — and what do you say to those who argue that pulling back is a business-neutral decision?
5. For CPG companies deploying AI in marketing, hiring, and consumer insights, what guardrails should they be building in?
6. How are you seeing CPG executives use those spaces differently than other industries — and what conversations are you hearing most from women in the retail media and commerce ecosystem?
7. In CPG, where field sales, trade roles, and supply chain jobs often require significant travel and irregular hours, how should companies redesign work structures to stop losing women mid-career?
8. What does it look like when a male CPG CEO truly leads on this — versus when it's performative — and how can listeners of this podcast who are male executives actually show up differently starting Monday morning?
9. What do you see as the unique opportunity that Cannes creates for driving meaningful equality commitments from CMOs and brand leaders — versus it being another cocktail-party conversation that doesn't translate back to the office?
10. What are the two or three metrics that CPG companies should be tracking internally that most of them currently aren't — and how do you hold leadership accountable when the numbers don't move?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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 the episode by Patrick Nommensen, Head, Strategic Initiatives, AMS & Europe, E-Commerce at TikTok.

This episode was record in Las Vegas at Shoptalk 2026.

Follow Patrick on LinkedIn at: https://www.linkedin.com/in/pnommensen/ 

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

Patrick answers these questions:

1. Patrick, you’ve been vocal about how TikTok Shop is “discovery-led commerce,” where shopping starts with inspiration, not intent. In 2026, reports by others have estimated there are over 80 million U.S. shoppers on the platform, how do you preserve that sense of discovery at scale?
2. There’s a perception that TikTok Shop is driven by viral, one-off purchases. But we’re now seeing brands build repeat purchase behavior and long-term customer value. What tools are TikTok Shop providing for brands to move from “viral moment” to sustained brand loyalty?
3. We see the huge stars, but your data shows that micro-influencers often have 2x the engagement for CPG brands. How is TikTok Shop’s affiliate model evolving to help a brand like PepsiCo and flavor swap chips manage multiple micro-creators at scale without a massive manual headcount?
4. Live shopping is often seen as an Asia-first behavior, but we’re seeing strong adoption in the U.S. What’s different about how U.S. consumers engage with LIVE, and where do you see the biggest opportunity?
5. Traditional e-commerce starts with search and intent. TikTok Shop starts with discovery and inspiration. How should CPG brands rethink their entire go-to-market strategy in a world where consumers don’t search—they discover?
6.  Retailers like Walmart and Amazon have deep "closed-loop" measurement. How is TikTok Shop closing the gap to show a CPG Brand Manager exactly how a viral video on Tuesday led to an in-store purchase at a physical Kroger on Friday?
7. Amazon and Walmart have launched their own social feeds. What is the "moat" that TikTok Shop has that a legacy retailer can never replicate, no matter how much they invest in "social" features?
8. We’re hearing more brands describe TikTok Shop as a real-time “test kitchen” for product development. Can you share how brands are using the platform to test, iterate, and scale products faster than traditional retail cycles?
9. TikTok Shop is no longer just a test channel–many enterprise brands are now treating it as core infrastructure. What are you seeing from large CPG brands in terms of investment and long-term strategy?
10. If we sit down in 2030, is TikTok still an "App," or is it the underlying operating system for how the world discovers and consumes everything?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

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

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

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. 

This week’s topics:

• Uber Invests More in Delivery Hero
• DGMN introduces in-store audio
• Conagra's new CEO
• Goop Kitchen

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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 the episode by Benoit Vatere, Chief Media Officer for Liquid Death. As one of the fastest growing non-alcoholic beverage brands, Liquid Death uses comedy and entertainment to make health and sustainability 50 times more fun. We take low-calorie beverages and package them into infinitely recyclable cans that compete with the fun marketing of unhealthy brands across beer and junk food.

This episode was record in Las Vegas at Shoptalk 2026.

Follow Benoit on LinkedIn at: https://www.linkedin.com/in/benoitvatere

Follow Liquid Death on LinkedIn at: https://www.linkedin.com/company/liquid-death

Benoit answers these questions:

1. Benoit, you’ve famously said Liquid Death is an entertainment company that happens to sell water. How do you maintain that "unfiltered" creative edge while managing the rigid P&L and distribution requirements of a global CPG?
2. You have a "Country Club" of fans who literally tattoo your logo on their bodies. In an AI world where algorithms try to predict loyalty, how do you protect and scale the "irrational" human connection your brand has built?
3. You’ve built a massive brand by doing the opposite of "best practices." What is one "traditional" CPG marketing rule that you think is officially dead in 2026?
4. Most brands use Retail Media for lower-funnel "search" (buying keywords). Liquid Death is a lifestyle brand that wins at the shelf. How are you using Retail Media Networks (RMNs) to drive discovery rather than just capturing existing demand?
5. Does Liquid Death focus strictly on the "Big 3" (Amazon, Walmart, Instacart), or are you finding unique value in the smaller, niche retail networks?
6. How is Liquid Death structured to ensure the "vibe" isn't lost in the math of an ad-stack?
7. How does a brand as visually loud as Liquid Death plan to win the journey from the living room sofa to the kitchen fridge?
8. How does a brand built on impulse and rebellion stay relevant when a literal robot is making the household grocery list?
9. Are you using GenAI to scale your content production, or do you find that AI currently lacks the "edge" or "danger" required for your brand voice?
10.  How does Liquid Death sync its DTC data with physical retail signals to create a 360-degree view of your "Country Club" members?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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.