JP Jansen, SVP of Marketing and CMO at Mars Pet Nutrition, shares insights on the delicate balance of personalization in marketing. He emphasizes that over-targeting can hinder growth by limiting customer reach. The conversation dives into innovative marketing strategies within the pet care industry, addressing how brands should adapt to evolving consumer data. Jansen also discusses the impact of retail media networks and the importance of maintaining empathy in marketing, particularly during sensitive moments like a pet's passing.