Jenica Oliver is the Founder and Fractional CMO at Blueprint Marketing Group, a certified women- and minority-owned marketing consultancy helping CPG brands scale through omnichannel expansion. With over 20 years of marketing experience, she has held leadership roles at companies like Yum! Brands, Mission Foods, and Borden Dairy Company. As an advocate for small- and minority-owned businesses, Jenica serves on several boards, including the Women’s Business Council and the Minority Supplier Development Council’s Minority Business Enterprise Input Committee (MBEIC).

In this episode…

Building a high-performing marketing team can be the silent killer — or the secret weapon — for growing e-commerce and CPG brands. Many companies hit a plateau — not because of weak products or poor performance — but because their scrappy, early-stage team can’t support long-term scalability. How do you know when it’s time to restructure, and how can you do it without breaking your budget?

As a seasoned marketing executive, Jenica Oliver has developed a framework for scaling teams strategically. She stresses the importance of building for where you want to go — not where you are today — and recommends leveraging fractional roles, agency partnerships, and diverse skill sets to bridge capability gaps. When balancing innovation with daily operations, brands should identify the team members best suited for creative, forward-thinking projects versus those who excel in managing existing processes. By aligning roles with core strengths and emerging capabilities, companies can unlock surprising talent and avoid frequent restructures.

Join William Harris in the latest episode of the Up Arrow Podcast as he interviews Jenica Oliver, the Founder and Fractional CMO at Blueprint Marketing Group, about restructuring teams to unlock growth in the DTC and CPG space. Jenica explains how to gather authentic, actionable consumer insights, the impact of misaligned team structures on company performance, and the challenges brands face when shifting from DTC to retail.

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