The CPG View

In this discussion, Skye Frontier, SVP of Growth at Incremental, delves into the complexities of retail media measurement. She highlights the challenges of fragmentation in the industry and emphasizes the necessity of neutral measurement for credibility. Skye defines incrementality and its crucial role in gauging advertising effectiveness. Predictive analytics is explored as a vital tool for shaping strategies and driving revenue. She also shares insights on budget allocation and the need for advanced methodologies in a rapidly evolving e-commerce landscape.

What motivated you to focus on Workforce Identity and Access Management with AKAIdentity, and what specific challenges are you aiming to address in this space? Can you share some key insights or lessons learned from your journey of starting,incubating, and investing in successful cybersecurity organizations? How did your experience at Forgepoint Capital shape your approach to identifying and growing the next generation of cybersecurity leaders? What inspired you to co-create the Security Tinkerers, and how do you see this organization evolving to further support current and future cybersecurity practitioners? As someone who has authored a book, invested in startups, and now leads AKA Identity, how do you manage to balance these diverse roles, and what drives your passion for problem-solving across different domains?

Can you share a bit about your career path and what led you to your current role as Chief Brand Officer at CP Skin Health Group? What experiences have been most pivotal in shaping your approach to brand leadership? How would you describe your leadership style? What principles guide you when making decisions that impact the direction of the brands you oversee? Since Colgate-Palmolive's acquisition of EltaMD and PCA Skin, what have been the key strategies in transforming these brands into global leaders in the skin health industry? How do you maintain the balance between scientific innovation and brand prestige? The skincare industry is highly competitive, especially in the premium segment. What innovations are you most excited about that are poised to set EltaMD and PCA Skin apart in the market? Can you share any upcoming products or technologies that reflect this innovation? Digital channels have become crucial for reaching consumers in the CPG space. How is CP Skin Health Group integrating digital marketing, e-commerce, and data analytics to enhance the consumer experience and drive growth? Are there any particular digital strategies that have been particularly successful and what are you mosted excited for the future of CP Skin Health Group? 

Can you elaborate on how your experience in event marketing, radio, and digital media has contributed to your proficiency in leveraging Retail Media Networks to drive advertising outcomes for retailers?   As someone passionate about learning and continuous improvement, can you share specific instances where you've adapted your strategies within Retail Media Networks to stay ahead of industry trends and deliver exceptional results for clients?   Given your expertise in areas such as programmatic display advertising and e-commerce strategy, how do you tailor your approach within Retail Media Networks to meet the evolving needs and preferences of both retailers and consumers?   How do you envision the future of Retail Media Networks (RMN) evolving with the integration of AI and person-first identity targeting, and what impact do you foresee this having on advertisers, retailers, brands, and publishers?   What are some common challenges faced by retailers when implementing and scaling their RMN platforms, and how can technology partners help address these challenges to drive success in the evolving digital advertising ecosystem?

Ryan, you've had an impressive career journey from NBCUniversal to Amazon, Instacart, and now Walmart Connect. What are some of the key lessons you've learned along the way, and how have they shaped your approach to leadership and sales strategy? You’ve mentioned that Walmart Connect is at an exciting phase of growth with a lot of building and scaling to do. Can you share your vision for Walmart Connect over the next few years and how you plan to navigate and drive this rapid expansion? One of the aspects you're focusing on is omni activation, combining in-store and online marketing efforts. How do you envision this strategy evolving, and what unique advantages does Walmart have in executing this seamlessly? You’ve been pleasantly surprised by Walmart’s tech capabilities, comparing it to top Silicon Valley companies. Can you elaborate on how this technological strength is being leveraged to enhance Walmart Connect’s offerings and overall customer experience? Retail media is growing significantly even as other advertising segments face challenges. What do you think are the driving factors behind this growth, and how can brands best position themselves to capitalize on the opportunities within retail media?  

Retail media is evolving rapidly. How do you see the future of retail media, and what role do you envision Gopuff playing in shaping that landscape? Gopuff continues to innovate in retail media, what opportunities do you see for brands to engage with consumers in new and meaningful ways through your platform? Can you walk us through the key features of the new Gopuff Ads Platform and how it enhances the ad experience for both customers and advertisers? What do you believe is the most important quality for a leader to have in today's fast-paced business environment? What are you most excited about in the near future, whether in your professional journey or the industry as a whole?  

DoorDash's mission is to empower local economies. Can you share how your partnerships with CPG brands like PepsiCo align with this mission, and how these collaborations contribute to the growth and support of local communities? As DoorDash continues to grow rapidly and evolve, what are some of the unique challenges and opportunities you've encountered in managing CPG partnerships like with PepsiCo? How do you ensure that these relationships remain strong and mutually beneficial in such a dynamic environment? DoorDash started as a food and restaurant delivery service but is now expanding into Retail & Grocery. How does a partner like PepsiCo leverage this vis a vis partnership with DoorDash and what new opportunities do you both see in this space? DoorDash emphasizes making intentional decisions grounded in company values. How do you balance the need for logical, data-driven decision-making with the empathy required to serve a diverse range of users, from Dashers to Merchants to Customers?

How do you think Amazon's decision to terminate a significant number of smaller 1P vendor accounts will impact brands, particularly those that rely heavily on the platform? What are the immediate challenges these brands face? For brands affected by this change, what are the first steps they should take to evaluate and adjust their current eCommerce strategy? How can they shift from 1P to 3P or other sales models effectively? With Amazon making changes to its vendor model, how should brands reassess their "where to play" and "how to win" strategies? What key factors should they consider when navigating the changing landscape? Data is a huge driver of success in eCommerce. How does Pattern use data and analytics to help brands optimize their marketplace strategies? Can you share any specific examples where Pattern’s insights led to significant improvements in sales or performance?   As Head of New Partnerships, how are you helping brands navigate these changes in the marketplace? What factors do you consider when forming partnerships with brands looking to expand their presence on platforms like Amazon?

You’ve had a dynamic career leading various aspects of digital commerce and retail media. Can you tell us a bit about your career journey? What experiences have been most pivotal in shaping your leadership style and approach to commerce excellence?   As the leader responsible for driving the vision of commerce capability at Omnicom, how do you stay ahead of evolving retail and eCommerce trends?    What do you believe are the key components of building high-performing, agile teams in today’s rapidly changing digital commerce environment?   As someone who’s had a successful and evolving career, how do you approach lifelong learning? What strategies do you use to continuously grow your knowledge and skills in such a fast-paced industry? What are you most excited about when you think about the future of CPG? Are there any emerging trends or innovations that particularly inspire you?  

You've had a successful track record of reigniting growth in storied brands through strategic brand direction and ecommerce channel development. How do you approach integrating omnichannel strategies to ensure consistent brand growth across both digital and physical touchpoints?   As consumer expectations continue to evolve, particularly in the sporting goods industry, how do you ensure that Rawlings Sporting Goods stays ahead of trends in both digital marketing and ecommerce to meet these changing demands?   With your diverse background in classical CPG functions, including Brand Marketing and Ecommerce, how do you strike the right balance between maintaining brand integrity and driving sales across multiple channels?   How do you leverage data from various channels to inform your marketing strategies and optimize the customer journey from awareness to purchase?   What are you most excited about in the future of omnichannel marketing?