Demand Acceleration Through Consumer Insights with PepsiCo's Kate Garner
Nov 16, 2023
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Kate Garner, Senior executive at PepsiCo, shares her career journey and leadership attributes. They discuss building teams, adapting to an omnichannel world, and the demand accelerator. They also touch on the impact of the pandemic on consumption and how PepsiCo is driving demand in the marketplace.
The demand accelerator at PepsiCo leverages data and insights to drive commercial success, focusing on shopper insights, category execution, and identifying growth opportunities.
Continuous learning, adaptability, and staying ahead of emerging trends are crucial for success in the evolving CPG industry.
Deep dives
Understanding the demand accelerator and its focus on data-driven insights
The demand accelerator at PepsiCo is a team that focuses on leveraging data and insights to drive the commercial success of the company. They apply shopper insights to category execution and use data to identify growth opportunities. Through their proprietary data practice, PepVays, they collect and analyze data from various sources to drive actionable insights. The team is customer-facing and works closely with retail partners to understand their needs and solve problems. Their approach includes focusing on innovation, tapping into new eating habits, and adapting to regional variability.
The importance of being a lifelong learner in the CPG industry
In the constantly evolving world of consumer packaged goods, being a lifelong learner is crucial for success. Kate Garner emphasizes the importance of continuously learning, staying open to new ideas, and adapting to change. This mindset allows individuals to stay ahead of emerging trends, understand consumer behavior, and identify growth opportunities. By seeking out new knowledge, observing consumer habits, and trying new experiences, professionals can better navigate the complex landscape of the CPG industry and drive innovation.
Building a high-performing team through cultural fit and leadership
Kate Garner emphasizes the importance of building a high-performing team by finding a cultural fit. She believes that finding an organization that aligns with one's values and lifestyle is critical for both personal and professional success. Additionally, she highlights the importance of leadership in nurturing and empowering team members. Leaders should encourage continuous learning, embrace failure as a learning opportunity, and create a supportive environment where individuals can thrive. By focusing on both cultural fit and effective leadership, teams can achieve their goals and drive success in the CPG industry.
Adapting to the omni-channel world and driving demand in the face of uncertainty
In an omni-channel world shaped by the COVID-19 pandemic and other disruptive forces, understanding consumer behavior and driving demand has become more complex. Kate Garner discusses how PepsiCo adapts to this changing landscape by focusing on consumer insights, identifying new opportunities, and developing products that meet consumer needs. They prioritize innovation, tap into new eating habits, and leverage data and analytics to optimize merchandising and messaging strategies. By staying agile and adaptable, companies can navigate uncertainty and drive demand for their brands in the omni-channel ecosystem.
It’s women's month on the CPG Guys. Every year in November we feature only female executives, startup founders and leaders from CPG brands and retail on the podcast. This is episode four for the CPG Guys women’s month 2023.
We’re happy to be formal sponsors of NextUp whose mission is to advance all women in business. We are giving away memberships to this prestigious network and organization so drop us a line at contact@cpgguys.com to learn more and take advantage of what NextUp has to offer.
The CPG Guys welcome Kate Garner, SVP of Marketing for Demand Accelerator at PepsiCo.
Take us through your career journey from University of Wisconsin to a career in brand marketing at the one of the world's most beloved beverages PepsiCo?
What leadership attributes have served you well over the years and championed your career success?
A successful leader builds a good team around them. What do you look for in a team and how do you help build teams?
It's an omnichannel world - how did you adapt over the pandemic and stay abreast of these trends?
Talk to us about your involvement over the years with demand accelerator and what is pepviz?
Business has changed again over the last 6 months, how are you adapting to driving demand and consumption in a marketplace where consumption has slowed down??
The role you have in marketing leadership is anchored on refreshing beverage satisfaction for consumers. How do you help drive this to deliver for your consumers and retail partners?
What advice do you have for other women wishing to pursue a corporate career in the CPG/Retail industry?
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.
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