Time For A Reset Marketing Podcast: Insights from Global Brand Marketers

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“There’s a movable middle that you could potentially move to your brand and make them more loyal." - Mario Mijares, VP of Marketing, Loyalty, and Monetization at 7-Eleven

The latest episode of  Time for a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy and hosted by Fiona Davis, is live!

Fiona Davis steps chats with Mario Mijares, VP of Marketing, Loyalty, and Monetization at 7-Eleven, about how 7-Eleven is turning convenience retail into a hub for experimentation, innovation, and growth.

Mario shares how the brand is bridging physical retail with digital precision using tools like the BrainFreeze Collective, cShopper analytics, and an AI-powered in-store radio network reaching 250 million listeners per month. He explains why convenience stores offer an unmatched opportunity for CPG brands to test, iterate, and scale new products, especially for Gen Z audiences.

He also introduces the "Movable Middle" targeting framework, explains how breaking down silos unlocks faster collaboration, and highlights how transparency and shared problem-solving are shaping the future of commerce media.

What You’ll Learn:

• How Seven-Eleven's integrated toolkit helps brands test, launch, and optimize new products with minimal risk
• Why in-store audio advertising is becoming the largest radio network in the US with 250 million monthly listeners
• The "Movable Middle" principle for identifying and targeting customers most likely to switch brands
• How AI-powered voice technology enables dynamic, localized audio creative at scale
• Why convenience stores are the ideal testing ground for CPG innovation and reaching Gen Z consumers
• The power of combining observed behaviors with declared preferences for more accurate customer insights
• How breaking down organizational silos between analytics, marketing, and research teams drives better results
• Why transparency and partnership between retailers and brands leads to more successful retail media programs

Mario Mijares is the VP of Marketing, Loyalty, and Monetization Platforms at 7-Eleven, where he leads innovative efforts across in-store media, shopper marketing, loyalty programs, customer analytics, personalization, CRM, and data monetization. With over 25 years of retail and FMCG experience, including roles at AT Kearney, Coles Group, and Southeastern Grocers, Mijares has pioneered the development of comprehensive customer data tools and analytics platforms that revolutionize the convenience store shopping experience. At 7-Eleven, he has built an integrated suite of tools, including cShopper analytics, the BrainFreeze Collective research panel, and an AI-powered in-store radio network reaching 250 million monthly listeners. His work in transforming 7-Eleven into "the fastest, easiest, cheapest, least risky place to innovate" for CPG brands demonstrates his expertise in leveraging data-driven insights to drive retail innovation and customer engagement.

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"The retailers that will win are the ones that get their audience proposition right." - Paul Stafford, Head of Retail Media at Superdrug.

The latest episode of  Time for a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy and hosted by Paul Frampton, Is live!

Paul Frampton sits down with Paul Stafford, Head of Retail Media at Superdrug, to explore the evolution of retail media networks from bottom-funnel activities to a full-funnel strategy. Drawing from his experience at global brands like Pepsi and Virgin, Paul shares invaluable insights on building effective retail partnerships, the importance of first-party data, fostering collaborative retailer-brand partnerships, and balancing sales and marketing strategies. Paul highlights why the future of retail media lies in brand building rather than just conversion metrics. 

Here are some key talking points from the episode:

• A Retail Media Reset
• Beyond Conversion: Retail Media's Evolution as a Brand Builder
• Superdrug's Global Advantage: The AS Watson Connection
• From Brand Marketing to Retail Media: A Career Journey
• The Industry's Progress in Full-Funnel Marketing
• In-House vs Agency: Building Retail Media Capabilities
• Building Better Brand Partnerships
• AI's Role in Retail Media Growth
• Essential Skills for Retail Media Leaders
• Key Takeaways: The Future of Retail Medi

Paul Stafford is a versatile marketing leader with a proven track record of building iconic brands and driving commercial success across FMCG, Beauty, Telco, and more. With expertise in digital marketing, integrated communications, and retail media, Paul has held senior roles at Superdrug, PepsiCo, and Virgin Media. Notably, he launched Superdrug’s Retail Media network and established PepsiCo’s first in-house creative agency. Passionate about creativity and innovation, Paul also advises Irish start-ups through Enterprise Ireland. Outside of work, he enjoys trail running and exploring the outdoors.

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"The future of all marketing is going to be who is the best storyteller and who is the most authentic." - Jake Karls, Co-founder and Chief Rain Maker at Mid-Day Squares.

The latest episode of Time for a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy,Paul Frampton Is live!

Paul sits down with Jake Karls, Co-founder and Chief Rainmaker at Mid-Day Squares, a functional chocolate company. They explore the power of authenticity in marketing and emphasize the role of storytelling and building emotional connections while building a brand. 

Jake shares the unique journey of Mid-Day Squares, a functional chocolate brand that thrives on vulnerability and genuine engagement with its community. They discuss navigating entrepreneurship and creating meaningful customer connections in a crowded, attention-driven market.

Here are some key talking points from the episode:

• The Shift to Storytelling in Marketing  
• The Birth of Mid-Day Squares  
• Building Community Through Vulnerability  
• The Struggles of Traditional Brands  
• The Power of Emotional Content  
• Embracing the Entrepreneurship Journey 

Jake Karls is the co-founder and Chief Rainmaker of Mid-Day Squares, a brand known for its innovative approach to healthy chocolate snacks and unique brand storytelling. With a background in entrepreneurship, Jake has significantly impacted the food industry by emphasizing authenticity and emotional storytelling in marketing. Under his leadership, Mid-Day Squares has grown from a direct-to-consumer model to being stocked in nearly 9,500 retailers across North America. Recognized in Forbes' 30 Under 30 and as a finalist for the Ernst and Young - Entrepreneur of the Year, Jake's focus on building community and genuine connections has set a new standard in marketing, encouraging brands to prioritize emotional engagement over traditional advertising methods. 

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How do global brands scale in fundamentally different and culturally diverse markets?

"You've got to look for the unifiers because that is what will unlock the scale." - MoKingston, Global Marketing Strategies Head at Nestlé.

In this episode of Time for a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton sits down with MoKingston, Global Marketing Strategies Head at Nestlé. Join them for an insightful discussion on the future of marketing. With extensive experience at Procter & Gamble and GSK, Mo shares her expertise in balancing creativity and measurable growth. They explore the impact of AI on marketing strategy, the importance of sustainability, and the art of blending global consistency with local relevance. From navigating KPIs to fostering team creativity, this episode provides actionable advice for marketers looking to drive meaningful, sustainable growth in an evolving industry.

Here are some key talking points from the episode:

• Confusing Busyness with Progress  
• Balancing Short-Term and Long-Term KPIs  
• Aligning Strategy with Execution
• The Importance of Unifiers in Global Branding  
• Creativity as a Business Imperative  
• Sustainability in Marketing Communications  
• The Evolving Role of Strategy in the Age of AI

Mo Kingston is the Global Head of Marketing Strategy at Nestlé, where she leads transformative initiatives that balance creativity with measurable business growth. With over two decades of experience at Procter & Gamble and GSK, Mo is a recognized expert in global branding, sustainability, and marketing innovation. She specializes in aligning strategic goals with impactful execution, ensuring Nestlé remains at the forefront of the industry. 

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What is the secret formula for sustainable brand growth at Coca-Cola?

“Coca-Cola’s brand values, such as inclusivity and optimism, serve as guiding principles, ensuring marketing efforts remain authentic and relatable across different markets.” Javier Meza, President Marketing and Europe CMO at The Coca-Cola Company, 

In this episode of Time for a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton sits down with Javier Meza, President, Marketing, and Europe CMO at The Coca-Cola Company. With nearly 27 years at Coca-Cola, Javier shares invaluable insights on the importance of global perspective, company values, and high-quality colleagues that have shaped his career. Discover why he believes marketing should create meaningful value exchanges and how Coca-Cola navigates the evolving landscape through data-driven strategies and AI innovations. They also explore the future of the CMO role and the importance of continuous learning and vulnerability in leadership. Tune in for thought-provoking discussions that blend creativity with analytics in modern marketing!

Here are some key talking points from the episode:

• How consumers are the ones who are constantly hitting the the Reset Button in Marketing
• Experiential Marketing and Consumer Engagement
• Investment in Marketing
• Using First-Party Data for Personalisation
• Addressing Audience Planning Challenges
• Building New Capabilities for Driving Change
• Using Predictive Analysis to Measure Marketing Effectiveness
• Combining Human Insights with AI in Marketing
• The Evolving Role of CMOs

Javier Meza joined Coca-Cola in Europe as President of Marketing and Europe CMO in February 2023. He previously served as SVP of Marketing, Latin America at The Coca-Cola Company and co-founded EXMA Global, a marketing education platform. With a background in chemical engineering and multiple executive education programs, Javier's expertise spans digital marketing, strategic marketing, and leadership. Additionally, Javier has served on the boards of companies such as Solar Coca-Cola, TONICORP, and Jugo’s Del Valle-Santa Clara.

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“And there's an assumption or a label based on how far away the channel is from the point of purchase. Right? If it's near the till, it's conversion. If it's away from the till, it's brand building. Sitting on your couch is brand-building; if you're in a shop, it's conversion. “ Dean Harris, Head of Co-op Media Network

In this episode of Time for a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton sits down with Dean Harris, Head of Co-op Media Network, to explore the fast-evolving world of retail media. They discuss the neuroscience behind consumer behaviour, the evolution of advertising frameworks, and Co-op’s unique approach to measuring impact beyond immediate sales. 

Dean shares insights on leveraging retail media for brand differentiation and explains how Co-op’s model sets it apart. They also delve into the future of AI in retail media, the challenges of upper-funnel advertising, and the leadership qualities required to thrive in this dynamic industry.

Here are some key talking points from the episode:

• Resetting the Advertising Assumptions
• Marketing as a Science
• Challenging Media Channel Assumptions
• Retail Media and Consumer Behaviour
• Brand Differentiation and Advertising Strategy
• Future of Co-op Media Network
• Incrementality and Industry Standards
• The Role of AI in Retail Media
• Leadership Qualities in Retail Media

Dean Harris is a dynamic marketing leader with over 15 years of experience spanning B2B and B2C markets. Starting his career in advertising at McCann Erickson, he managed global B2B client portfolios before transitioning to Co-op, where he has spent over a decade enhancing grocery and life services performance. Dean drives growth as Head of Co-op Media Network by leveraging convenience shopping insights and first-party data. Additionally, as Co-op’s Enterprise Data Owner, he ensures customer data is handled responsibly.

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“Every time you optimise for something, you’re losing out somewhere else. If you’re optimising for clicks, you’re actually optimizing for people who click a lot. Is that what you really want?”  Patrick Zinga, Head of Digital Media and Consumer Data and Martech at the Heineken Company

In this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Nick King connects with Patrick Zinga, Head of Digital Media and Consumer Data and Martech at the Heineken Company.

Patrick delves into the challenges of modern advertising, advocating for consumer-first, value-driven approaches over intrusive practices like pop-ups and autoplay videos. He discusses Heineken’s strategy for balancing high-quality ad placements, the role of data in driving efficiency, and the importance of inclusivity in hiring. Patrick also shares his insights on AI’s impact on marketing, the dynamics of in-house teams, and the value of compassionate leadership in fostering a creative and thriving environment.

Here are some key talking points from the episode:

• Resetting the Marketing Industry: The Days of Intrusive Strategies are Numbered
• Industry Responsibility in Digital Advertising
• The importance of in Quality Content for modern advertising
• Importance of Mentorship and Team Development
• Media In-House Team Dynamics
• Data Strategy and Consumer Experience
• The Role of AI in Marketing
• Compassion in Leadership

Patrick Zinga is a marketer with over 12 years of experience working in top agencies and client-side roles. He has collaborated with leading companies like WPP, Dentsu Aegis, and Publicis across the FMCG, tech, finance, and travel industries. Patrick's expertise spans digital media, data-driven strategies, and cross-channel activations. With a focus on aligning audiences, data, and creative messaging, his skills include programmatic planning, analytics, audience segmentation, and dynamic creative optimisation, driving impactful marketing results for brand and direct response clients.

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"We need to stop recycling past strategies. Too often, brands fall back on what worked before instead of innovating. We need a 'test and learn' mentality to drive real growth with retail media." Jack Johnson, Head of Ocado Ads

In this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton connects with Jack Johnson, Head of Ocado Ads at Ocado Retail, UKs popular and preferred online grocer. 

Jack highlights Ocado’s unique position as a leading online-only grocery retailer, emphasizing their innovative use of data and flexible advertising solutions. He stresses the importance of moving away from legacy retail media strategies and advocates for a “test and learn” mentality. He shares insights on their groundbreaking "MPDLab" initiative and how Ocado's comprehensive data approach sets it apart from competitors. Jack also discusses key industry challenges, like a greater need for measurement standardization and the essential skill set for current and future leaders in a dynamic retail media landscape. 

Here are some key talking points from the episode:

• Understanding Ocado's Retail Business
•  Innovation in Retail Media to Drive Rapid Product Launch
• How Ocado Ads Sets Itself Apart from Other Players
• The Need for Flexibility and a Customer-Centric Approach
• The Need for Standardising Measurements in Retail Media
• Attributes of a Retail Media Leader

Jack started his career at IRI before moving to Dunnhumby in 2015, a global leader in customer data science. After various commercial roles at Dunnhumby, working with P&G, GSK, and L'Oréal, Jack led a programme to develop a new approach for commercializing Clubcard data across a client syndicate. Jack then went on to manage several teams responsible for commercializing Tesco Clubcard data and insight solutions before working directly with the Tesco insight team, managing a group of insight managers and data science teams to advise on the launch of Aldi Price Match and Clubcard prices. 

Since joining Ocado back in 2021, Jack has led teams responsible for the data monetization of Ocado's wealth of sales and customer data and now leads Ocado Ads, Ocado's retail media network.

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In this episode, we speak with Amir Rasekh, the Managing Director at Nectar360, a fully integrated loyalty, insights, and media services company.

Here are some key talking points from the episode:

• Challenging the narrow view of retail media
• The unhealthy obsession with the monetary value of retail media
• The value of data in retail media
• Changes in the CPG industry and retail media
• Integrating retail media into the marketing mix
• Differences between the US and UK markets
• The future of retail media
• Viewing retail media as part of brand growth
• Attributes of future leaders in the retail media industry

Amir challenges the narrow view of retail media as merely a conversion tool, highlighting its potential for brand growth when integrated across in-store, on-site, and off-site channels. They discuss the power of data in enhancing customer experiences and the importance of incorporating retail media into a well-balanced marketing mix. The conversation also covers the evolving industry, emphasising the need for leadership skills like continuous learning and creative problem-solving.

Amir Rasekh, with 20+ years in loyalty, data, and retail media, leads Nectar360. He excels in using first-party data for customer engagement and has a strong background in building high-performing teams at Sainsbury’s. Amir holds a BA in Marketing and focuses on delivering measurable client impact.

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“The UK and US retail media landscapes are quite different. In the UK, we've seen a real focus on the in-store experience, whereas in the US, it's been much more digitally driven. But what's interesting is that these two landscapes are starting to converge.” Paul Frampton Calero, Global President, CvE - Marketing Growth Consultancy

In this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton connects with several industry experts at the MAD//Fest 2024 in London, including Ollie Shayer, Omni Media Director at Boots UK; Tash Whitmey, Group Director of Loyalty, Membership and CRM at Tesco; Amir Rasekh, Managing Director at Nectar360; and Ben O’Mahoney, AdTech & Data Partnerships Lead at Ocado Retail.

Join them as they discuss the growth of retail media in the U.K. and highlight the key differences between the UK and US landscapes. The panel explores the importance of customer-centricity, the role of ad tech in delivering personalised experiences, and the potential of AI to transform audience building, creative generation, and campaign performance. They emphasise the need for collaboration between retailers and CPG advertisers, focusing on trust, measurement, and innovation while highlighting self-serve platforms' growing role in the retail media ecosystem.

Here are some key talking points from the episode:

• Key differences in retail media in the U.K. and U.S.
• The evolution of retail media and a focus on omnichannel
• Overpromising and under-delivering on retail media revenue in the U.S.
• Achieving a balance between revenue growth and customer experience
• Leveraging ad tech for revenue and customer experience optimisation
• Building relationships between CPG companies and retailers
• How CPG companies are embracing retail media
• Using customer data to drive purchases across the marketing funnel
• The role of AI in retail media

Panellist Details

• Ollie Shayer is the Omni Media Director at Boots UK
• Tash Whitmey is the Group Director of Loyalty, Membership, and CRM at Tesco
• Amir Rasekh is the Managing Director at Nectar360
• Ben O’Mahoney is the AdTech & Data Partnerships Lead at Ocado Retail

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