The CPG Guys

The CPG Guys, Sri ais joined in this episode by Andrea K. Leigh, co-host of the Fresh Four and Founder & CEO of Allume Group, the first eCommerce knowledge network. Their mission is to equip brands and those who work with them with the information and skills they need to be successful online.Follow Andrea on LinkedIn at: https://www.linkedin.com/in/andreakleigh/ Follow Allume Group on LinkedIn at: https://www.linkedin.com/company/allumegroup/about/Follow Allume Group online at: https://allumegroup.com/CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop. Website: http://CPGscoop.comRetailWit Website: http://retailwit.comDISCLAIMER: 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. 

Claire Wyatt, Head of Business Strategy & Marketing Science at Albertsons Media Collective, discusses the targeting capabilities and measurement offerings of Albertsons Media Collective. The hosts also explore news stories, creativity in advertising, and the importance of incrementality measurement in retail media. They emphasize Albertsons Media Collective's focus on delivering best-in-class targeting & measurement and enhancing metrics for clients and brands.

The CPG Guys, PVSB and Sri are joined in this episode by Wes Schroll, co-founder & CEO of Fetch, America's leading mobile consumer engagement platform with over 18 million monthly active users.This episode was recorded at the 2022 Groceryshop conference in Las Vegas, NVFollow Wes Schroll on LinkedIn at: https://www.linkedin.com/in/wes-schroll-98164418/Follow Fetch on LinkedIn at: https://www.linkedin.com/company/fetch-rewardsFollow Fetch online at: http://partners.fetchrewards.comWes answers these questions:1) Fetch has been on an explosive trajectory in many ways. Let’s start with user growth. What makes the platform so appealing to users and why do they keep using it? Would you share with us some comparative metrics around reach and depth of use?2) Since we last spoke, you completed another round of financing. How was this round different from prior rounds in terms of the application of the funds, how long do you expect the financing to bridge operations and what should we expect as the next logical step in this process?3) Fetch has been adding some marquee names to your roster of partners. These include brands, retailers and restaurants. Some even skipped the pilot phase and went right to full partnership. Why are brands getting so heavily engaged in the fetch platform?4) Several of your partners have actually built their clubs inside of the Fetch mobile app. From your perspective, what is the value proposition to operating a brand portfolio club inside of Fetch?5) Fetch captures a sizable amount of omnichannel purchasing behavior from its users. Over $130 billion in gross merchandise value by all accounts, comparable to the nation’s 5th largest retailer. In what notable ways does this scale enable brands to engage your users from the perspective of a brand, a category, a customer or a channel?6) User consumption data allows you to build audiences of verified buyers at the item level that can be repurposed for other activities that are valuable to brands & retailers. Would you elaborate?7) You’re playing big here at Groceryshop with 20 associates, a show hall booth, participation in the hosted meetings and even a partner on-stage talking about outcomes from their engagement with Fetch. What are some of your thoughts around Fetch leaning into Groceryshop and other public industry events?8) What are some of the areas where Fetch is focused on improving the user experience and enhancing application for brands & retailers and is territorial expansion in the near future?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comCPG Scoop. Website: http://CPGscoop.comDISCLAIMER: 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. 

The CPG Guys, PVSB and Sri are joined in this episode by Rachel Marler, Chief Customer Officer of Haleon, the newly rebranded spinoff from GSK Consumer Healthcare.  Haleon plc is a British multinational consumer healthcare company. It is the largest consumer healthcare business in the world, with brands including Sensodyne toothpaste, Panadol and Advil painkillers and Centrum vitamins.Follow Rachel Marler on LinkedIn at:  https://www.linkedin.com/in/rachel-marler-rkm/Follow Haleon LinkedIn at: https://www.linkedin.com/company/haleon/Follow Haleon online at: http://haleon.comRachel answers these questions:1) Your story starts at U. Penn Wharton, and you’ve been at brands such as P&G, Walmart, Tyson foods. Then GSK and Haleon. Give us the scoop - how did all this play out and what is your driver for being here at Haleon in this role?2) Why this change from GSK to Haleon now? Take us through how separating from GSK Pharma is  beneficial to consumers and retailers today including your go-to market model?3) How does your separation to Haleon change your strategy for digital commerce? 4) What does your team specifically focus on - is it strategy or execution? How are you focused on evolving your team?5) How do you partner on the Omnichannel mission with your customers  and those that are not on your team?   6) What are you personally most excited about in joining Haleon? 7) What are some key learnings from the last 2 years you would share with our audience they should focus on? 8) One last question on the store - what is the role of the store in strategic planning in today’s environment? Is the planogram still gold in your categories?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comCPG Scoop. Website: http://CPGscoop.comDISCLAIMER: 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. 

The CPG Guys, PVSB and Sri are joined in this episode by Dan Hooker, Senior Lecturer at Cornell University's Johnson College of BusinessFollow Dan Hooker on LinkedIn at: https://www.linkedin.com/in/hookerdaniel/  Follow The Johnson College of Business on LinkedIn at: https://www.linkedin.com/school/cornelljohnsonmba/ Follow Cornell Executive Education at: https://www.linkedin.com/company/cornell-university-retail-programs/Dan answers these questions:1) Why do retailers market private label products? What is the value proposition to the retailer and to the consumer?  2) What is the responsibility of the retailer in developing and marketing private label and why do they often turn to consultants like your former employer to support these responsibilities?3) National brands bring a tremendous amount of analytic and field force resources to bear in supporting retail; customers. How do retailers ensure that their private label priorities are identified and addressed when these suppliers are often managing much of the category strategies? What about categories where Private Label is the top brand in sales?4) Supply chain problems during the pandemic coupled with recent price increases have led to an increase in trial & consumption of private label sales. What do you anticipate is the longer-term impact of this penetration of private label driven by necessity?5) Three years ago, you joined the faculty at the Cornell University Johnson Graduate School of Management. What is your role?6) Can you walk us through how a particular course curriculum like the Omnichannel Leadership one Peter attended comes together. Is it driven by the school, its business partners or some combination? 7) What are the outcomes your participants and business partners are really trying get from the programs you produce?8) What are you finding to be some of the more highly demanded areas of learning that your consumers, people who attend these courses, and your business partners are looking to pursue?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comCPG Scoop. Website: http://CPGscoop.comDISCLAIMER: 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. 

The CPG Guys, PVSB and Sri are joined in this episode by Aliya Ali, Director of Omnichannel Shopper Marketing at Johnson & Johnson & Risa Crandall, SVP CPG + BevAlc Head of Industry at Aki Technologies, an Inmar Intelligence company that empowers brands and retailers to reach people by targeting pivotal moments in the consumer journey with personalized advertising.This episode is sponsored by Aki Technologies.Follow Aliya Ali on LinkedIn at:  https://www.linkedin.com/in/aliya-ali-3aa01244/Follow Risa Crandall on LinkedIn at: https://www.linkedin.com/in/risa-crandall/Follow Aki Technologies on LinkedIn at: https://www.linkedin.com/company/aki-technologies/Follow Aki Technologies online at: http://a.kiAliya & Risa answer these questions:1) Aliya, your career once out of U of C Riverside, and a rich background in brand marketing with Neutrogena. Take us through the years and your advice for others aspiring to lead in this space?2) Risa, what is the importance of receptive advertising and how does AKI enable that for your clients?3) Aliya, how does Johnson & Johnson consumer partner with AKI - is it your team, and if so what is the partnership?4) Risa, what can one expect in a partnership with AKI and how is it measurable?5) How is everyday value coming out of your partnership Aliya? Risa, what would you say is the primary reason this partnership is successful?6) Risa, what is responsive dynamic personalization? Is it different from personalization? What are examples of this from AKI?7) Aliya, I’d be remiss if I didn’t ask what are your predictions for personalized/customized commerce ? Where are you focused in this space go forward with the high penetration of ecommerce we have seen? Will the role of personalization change even more?8) What is new and exciting at AKI? What should we expect next in this exciting advertising space?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comCPG Scoop Website: http://cpgscoop.comDISCLAIMER: 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. 

The CPG Guys, PVSB and Sri are joined in this episode by Dave Feinleib, Founder & CEO of It's Rapid, a platform that helps its clients scale content creation, while adhering to brand style guidelines that they have established. A special appearance by Bryan Gildenberg, host of The Gildenberg Omnicomment, is made in this episode.This episode is sponsored by It's Rapid.Follow Dave Feinleib on LinkedIn at: https://www.linkedin.com/in/feinleib/ Follow It's Rapid on LinkedIn at: https://www.linkedin.com/company/itsrapid/Follow It's Rapid online at: http://itsrapid.ioDan answers these questions:1) Dave, you have an incredible professional and educational background: degrees from Cornell & Stanford and work at Microsoft and other companies focused on big data. Nothing screams big data more than images & videos. In 2013, you founded a content analytics company which you sold 6 years later. What was the catalyst for launching It’s Rapid? What was the need that you were trying to solve?2) As you started to speak with potential clients, what were the content areas in which they needed the most help scaling and how did you think about executing this within a brand’s style guidelines?3) What's changed when it comes to content and what are the bottlenecks when it comes to creating visual media?4) Creating content also requires a deep understanding of where that content will appear. You’ve gone so far as to partner with digitally-focused retailers so as to ensure the content you create is compliant with their display requirements. For which channels are you helping your clients develop content?5) Why is visual media difficult to execute on, what are leading brands doing differently to capture the opportunity and what's possible when you streamline the creation of visual media/visual content?6) What are the different solutions that It’s Rapid is offering? Are managed services part of the equation? Are you offering any white label solutions for agencies?7) We’d love for you to share a few examples of how It’s Rapid has enabled scalable content creation and the outcomes that this work has delivered?8) Where are you looking to enhance the solutions portfolio of It’s Rapid and what is the best way for brands, retailers & agencies to explore working with you?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comCPG Scoop Website: http://cpgscoop.comDISCLAIMER: 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. 

The CPG Guys, PVSB and Sri are joined in this episode by Dan Perez, EVP at Epsilon, a global advertising and marketing technology company positioned at the center of Publicis Groupe.  They connect advertisers with consumers to drive performance while respecting and protecting consumer privacy and client data. This episode is sponsored by Epsilon.Follow Dan Perez on LinkedIn at: https://www.linkedin.com/in/dan-perez-37b2395/ Schedule a strategy session with the Epsilon CPG team - https://calendly.com/epsilon-strategy-sessions/15-minute-cpg-strategy-meeting-cpgguys-podcast?month=2022-09Learn more about Verified Purchase Optimization https://www.epsilon.com/us/industries/cpg/vpoMore about Epsilon CORE ID https://www.epsilon.com/us/products-and-services/identity-core-idDan answers these questions:1) Let’s start with your larger enterprise. Publicis group acquired you in 2019. Tell us all about this exciting endeavor and how your clients have benefited from the synergy? And how has the addition of Citrus Ad delivered value?2) Your latest solution is verified purchase optimization I believe powered on the IRI platform. Does this mean a better analytics engine for optimization, more consumer data in the mix? Why will r squares be better? 3) We’ve also learned that a greater dataset to work with means you are focused on what we can call real time in the moment ad delivery - aka lower funnel activation. Decompose how this is done. 4) let’s talk ROI for your clients. ROAS is a typical Ad metric in our industry but it’s starting to get outdated. In your case though, the ROAS matters because it’s lower funnel activation at the moment of purchase. Is this how you measure success for your clients? What other metrics matter?5) in today’s inflation indexed world, how can you help brands retain their most loyal customers and keep them from brand switching due to price promotions? 6) what are other capabilities you offer? Data, offsite activations? Give us the repertoire of solutions one can work with Epsilon on? 7) I’d love to understand the anchor for your datasets. Can you give us a feel for the type of data you have? Qual and quant? Please share what types of consumer metrics you have? Also what duration - 104 weeks? 8) how is the world of AI and ML now in the middle of what you do? How do you leverage the power of tech to analyze and forecast?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comCPG Scoop Website: http://cpgscoop.comDISCLAIMER: 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. 

The CPG Guys, PVSB and Sri are joined in this episode by Chris Haimbach, US Head of Sales, Commercial Strategy & Operations, Consumer Health Care at Bayer, a global enterprise with core competencies in the Life Science fields of health care and agriculture.Follow Chris Haimbach on LinkedIn at: https://www.linkedin.com/in/chris-haimbach-4bb7193/ Follow Bayer on LinkedIn at: https://www.linkedin.com/company/bayer/Follow Bayer online at: https://www.bayer.com/en/us/bayer-united-states-of-americaChris answers these questions:1) Please share with us an overview of your professional journey and what were a few pivotal points in terms of skills you were able to build or responsibilities that challenged you, leading to where you are now?2) Let’s find out what keeps you up at night, professionally speaking. I’m thinking one of those things is based in Seattle. How is the Amazon ecosystem disrupting the value equation for consumers & brands?3) What are Amazon’s real profit centers and how are they using them to  invest in other channels they seek to dominate?4) Amazon is heavily investing in owning the customer journey end-to-end? Can you expand on this and highlight where you think they are succeeding?5) How are Amazon’s competitors responding and how are they leaning on suppliers to “fund the journey” via “extracting more value” for their consumers?6) How does the bifurcation of consumer incomes affect your business?7) How is Bayer focused on delivering value to the shopper either directly or through retail customers and how does measurement drive the allocation?8) Bayer is a partner in the Fetch Rewards mobile loyalty platform. What are some of the features that intrigued Bayer to enter this ecosystem and how does that overlay with some of your other national consumer engagement mechanisms?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comCPG Scoop. Website: http://CPGscoop.comDISCLAIMER: 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. 

The CPG Guys, PVSB and Sri are joined in this episode by Bryan Gildenberg, host of the weekly LinkedIn video series "The Gildenberg Omnicomment"Follow Bryan Gildenberg on LinkedIn at: https://www.linkedin.com/in/bryan-gildenberg-56a6b0/Bryan, Sri & PVSB appeared on LinkedIn Live as part of their "in the know" series. This episode was billed as an "End of Summer Rank Punditry" session.CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comCPG Scoop. Website: http://CPGscoop.comDISCLAIMER: 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.