The CPG View

In this podcast episode, we'll discuss the challenges facing CPG leaders in a rapidly evolving industry. We'll explore how they can balance increasing demands while maintaining focus on their core responsibilities and driving growth. We'll also discuss how leaders from different functional areas can collaborate effectively to leverage insights from customer data, drive innovation, and improve overall business performance. We'll examine the key skills and competencies companies should prioritize when recruiting and developing leaders. Finally, we'll look at strategies to ensure multifaceted leaders remain agile and effective in driving growth and innovation while avoiding burnout or loss of focus. In the rapidly evolving CPG landscape, where technology and customer expectations continue to transform the industry, how can CPG leaders effectively balance the increasing demands of their roles while maintaining a strong focus on their core responsibilities and driving growth in their respective markets? As data-driven decision-making becomes increasingly critical to success in the CPG industry, how can leaders across different functional areas – such as marketing, sales, and supply chain – collaborate more effectively to leverage insights from customer data, and how can this collaboration drive innovation and improve overall business performance in the CPG sector? Considering the blurring lines between communications, marketing, sales, strategy, and digital roles in the CPG industry, what key skills and competencies should companies prioritize when recruiting and developing their leaders in order to keep up with the fast-paced and competitive nature of the market? As private equity firms continue to consolidate responsibilities into fewer leadership roles within the CPG sector, what strategies can companies employ to ensure that these multifaceted leaders remain agile and effective in driving growth and innovation, while avoiding burnout or loss of focus?

With over 20 years of experience at BIC, you have held various roles, from General Manager to your current position as Chief Executive Officer, and you also serve as the Chairman of the BIC Corporate Foundation for Education. Can you share some key insights or lessons you have learned throughout your career journey at BIC, and how they have informed your approach to leadership within the CPG industry? As a prominent player in the CPG industry, BIC has managed to maintain its market leadership for 75 years. Can you discuss the unique challenges and opportunities that the CPG sector presents and how BIC has navigated them to achieve lasting success across more than 160 countries? In the CPG industry, sustainability is becoming increasingly important to consumers. Can you share any recent product innovations that cater to this demand, such as incorporating eco-friendly materials or reducing packaging waste? How have these sustainable efforts impacted customer perception and loyalty within the industry? The CPG landscape is constantly evolving, and the Horizon Plan aims to "reframe your three categories to accelerate top-line growth." Can you provide examples of how BIC has adapted its product portfolio or marketing strategies to respond to emerging consumer trends and maintain a competitive edge within the CPG sector? Ensuring consistent quality is vital for CPG brands like BIC. How do you strike a balance between meeting consumers' changing preferences and maintaining the high-quality, reliable, and long-lasting products that have built your brand reputation in the CPG industry? Congratulations on BIC's recent recognition on The RepTrak Company’s list of the World’s Most Reputable Companies for 2023. How has the company's commitment to corporate responsibility and fostering positive relationships with consumers, employees, and communities contributed to this achievement? Can you share any specific initiatives or strategies that have played a significant role in building BIC's strong reputation within the CPG industry?

In your experience working with the CPG industry, how have you seen the 7-step McKinsey framework specifically help companies tackle their unique challenges, such as managing supply chains, optimizing pricing strategies, or understanding consumer preferences? When building an Issue Tree for CPG companies, how do you prioritize the various challenges they face, such as market competition, changing consumer behaviors, or sustainability concerns, and how do you address them in the most effective way? In the context of the CPG industry, could you share an example where using the SPQA (Situation, Problem, Question, Answer) method led to the discovery of an innovative solution or helped a company address an emerging market trend? How has the Pyramid Principle been particularly helpful in presenting solutions to CPG industry stakeholders, and are there any communication strategies you have found especially effective in this sector? Understanding the big picture is crucial when solving problems in the CPG industry. Can you discuss a specific instance where taking a holistic view of a CPG company's challenges led to a more effective or innovative solution that might have been overlooked with a narrower focus?

Can you tell us more about the specific challenges that Kraft Heinz faced when it comes to reaching consumers through the digital shelf?  What was the process like of selecting your tech partner to help address those challenges?  How did your team work to create content that would effectively maximize the algorithm across retailers?  Looking ahead, what are some of the trends or innovations in the digital marketing and content space that you and your team are keeping an eye on?  With the increased demand for quality content from consumers, what are some of the strategies and tactics that you and your team have implemented to ensure that Kraft Heinz is meeting those expectations? 

Can you share some of the latest Amazon data sources that have emerged recently, and how does Intentwise help businesses effectively leverage them to gain a competitive edge? What are some common data challenges that businesses face when working with Amazon, and how does Intentwise offer creative solutions to help clients overcome these obstacles and succeed in the marketplace? When it comes to planning and executing a data strategy on Amazon, what key components should be included in the framework, and how does Intentwise ensure its clients are staying on track for success? With the rapid advancements in AI impacting the Amazon marketplace, what major changes have you observed, and how does Intentwise enable businesses to adapt and thrive in this evolving environment? In the context of Amazon data strategies, can you provide an example of a successful approach taken by a business or brand that worked with Intentwise, and what lessons can we learn from their experience to apply to our own strategies?

In the CPG industry, how have you seen the approaches and strategies for engaging consumers online differ from those used in traditional retail channels, and what lessons can CPG brands learn from these differences to optimize their online presence? As the digital landscape continues to evolve, what emerging trends or technologies do you believe will have the most significant impact on the CPG industry, and how are you preparing your teams at Mondelez International to adapt and thrive in this changing environment? With the growing popularity of online grocery shopping and delivery services like Instacart, how do you see the relationship between CPG brands and these platforms evolving in the coming years? What opportunities are there for CPG brands to collaborate with platforms like Instacart to enhance the customer experience and drive sales? In your role as Executive Sponsor of the US Women's Sales Leadership Network at Mondelez, what initiatives or strategies specific to the CPG industry have you found to be most effective in promoting diversity and inclusion, and in supporting the career growth of women within the organization? The digital shelf plays a crucial role in the CPG industry's online presence. How do you ensure that Mondelez International's brands are effectively leveraging the digital shelf to engage consumers, increase conversion rates, and maintain a competitive edge in the dynamic online CPG market?

Over your 15-year career at General Mills, you've held various roles from field sales to zone operations and now as Customer Vice President of eCommerce. How have you seen the industry evolve over this time, and what has been the most significant shift in your opinion?   As the Senior Customer Manager for Target, your team was responsible for a P&L and budget. Can you share some insights on the strategies you employed to accelerate relationship and Joint Business Plan (JBP) performance, ultimately leading to improved RNS and market share results over three years?   General Mills was recognized as Target's 2020 Food & Beverage Vendor of the Year under your leadership. Can you talk about the key factors that contributed to this achievement and how you fostered a best-in-class engagement with your team, as evidenced by the 96% engagement survey score?   In your current role as Customer Vice President of eCommerce, how do you see the future of the CPG industry in the context of rapidly evolving digital channels and consumer preferences? What strategies is General Mills implementing to stay ahead of the curve in this highly competitive market? As the digital landscape continues to transform, how has General Mills adapted its digital strategy to ensure a seamless customer experience and maintain a competitive edge? Can you share some examples of successful digital initiatives that you have spearheaded or been a part of?   With the increasing importance of data analytics in driving digital strategy, how has General Mills leveraged data to better understand customer behavior and optimize its marketing and sales efforts? Can you discuss any particular insights or trends that have emerged from your data-driven approach and how they have informed your decision-making process?

She has an impressive track record of serving on the board of directors for multiple successful startups in the software and consumer technology space. She shares the most important qualities that a company needs to succeed in this space. She has worked with companies that are involved in various aspects of the software industry, from buying platforms to workforce management software. We discuss her perspective regarding what the most exciting industry trends, and where she sees the most potential for growth. She shares some of the biggest challenges that companies face as they move from early-stage to growth-stage, and how she helps them navigate those challenges. As noted above, she has served on the board of directors for several companies that are involved in helping businesses improve customer experience and marketing efforts. We discuss her thoughts on what are some of the most effective ways to engage and retain customers in today's competitive market. Finally, she shares her a bit about herself as we dive into “One piece of advice she would give to her younger self.”.

With his extensive experience in eCommerce and retail, we review what he thinks are the most significant factors contributing to the growth of eComm the last few years. We review how his experience working with major retailers like Walmart, Sam's Club, and The Co-operative shaped his approach to eCommerce sales strategies. From his time with Procter & Gamble and Kantar Worldpanel, he shares insights on consumer trends that have influenced your strategies growing eComm market online. Given his international work experience in the UK and Portugal, we uncover how regional differences playing a role in the eCommerce space, and how he has found success adapting his strategies for varying markets.

Based on the survey results, how he see's retail media networks evolving to continue delivering better advertising results, and what impact will this have on the CPG industry. How national retailers can assist other media players in improving advertising performance, and what collaboration opportunities exist between them. As we move away from vanity metrics like CPM and CTR; we discuss, what key performance indicators should brands and retailers focus on to better measure and drive advertising success. We discuss specific strategies and tools that brands can use to leverage retail media in order to drive incremental growth, especially when targeting new households.