The FMCG Guys The CPG Guys: Paranoia Breeds Innovation with Mercado Libre's Sean Summers
Our 2024 guest Sean Summers recently joined our US sister Podcast The CPG Guys to share where Mercado Libre is in their Retail Media and Omnichannel journey.
Original Synopsis
The CPG Guys are joined in this episode by Sean Summers, EVP Mercado Ads & CMO at Mercado Libre. Founded in 1999 and headquartered in Buenos Aires, Argentina, Mercado Libre is Latin America’s leading e-commerce technology company. Through its primary platforms, MercadoLibre.com and MercadoPago.com, it provides solutions to individuals and companies buying, selling, advertising, and paying for goods online.
Follow Sean on LinkedIn at: https://www.linkedin.com/in/sean-summers-870363/ Follow Mercado Ads on LinkedIn at: https://www.linkedin.com/showcase/mercadoads/ Follow Mercado Ads online at: https://ads.mercadolivre.com.br/
Sean answers these questions:
- How is Mercado Libre evolving its marketing strategy to support the CPG category’s digital expansion across Latin America?
- What role does Mercado Libre marketing play in shaping omnichannel experiences—especially for CPG brands—across your marketplace, app, and media network?
- How do you support CPG brands in activating precision targeting and attribution on your platform?
- What shifts have you observed post-pandemic in online consumer behavior within the CPG space in LATAM and how is Mercado Libre positioned to win with these changes?
- How are you leveraging personalization and dynamic creative to enhance relevance in media for your CPG advertisers?
- What measurement frameworks do you use to assess CPG campaign effectiveness—especially at the lower funnel—and how transparent is that to brand partners?
- Can you share how emerging technologies like AI are being embedded into your media offerings to optimize targeting and creative?
- How does Mercado Libre collaborate with CPG manufacturers directly versus working through commerce acceleration agencies like Flywheel?
- How do you keep your team and partners aligned with fast-moving trends in omnichannel commerce and retail media—especially in the CPG domain?