The CPG Guys

The CPG Guys, PVSB and Sri are joined in this episode by Chantal Templeton, GM of Mars Canada.  With $40 billion in annual sales, Mars produces some of the world’s best-loved brands including DOVE®, EXTRA®, M&M’s®, MILKY WAY®, SNICKERS®, TWIX®, ORBIT®, PEDIGREE®, ROYAL CANIN®, SKITTLES®, WHISKAS®, COCOAVIA®, and 5™Follow Chantal Templeton on LinkedIn at: https://www.linkedin.com/in/chantal-templeton-4a269012/Follow Mars on LinkedIn at: https://www.linkedin.com/company/mars/Follow Mars online at: http://mars.comChantal answers these questions:1) Your story starts at University of Calgary up North and then touched a number of notable brands at large CPG companies P&G and now Mars Wrigley. You have a large remit in your role now as GM up North. Decompose this for our audience and tell us how all this came to be.2) Why is digital commerce a priority for Mars Wrigley in these times?3) How are you working to ensure Mars Wrigley is omnichannel ready - what are specific initiatives or actions have you taken? How does this correspond to the Canadian market?4) How is store traffic up in Canada post covid? What new strategies or ideas would you share with our audience or is it back to basics? 5) How are you focused on building a team and what does your team specifically focus on - its got to be both strategy or execution? How does your team interact with other commercial functions especially capability building and deliver value for them?6) What are some key learnings from the last 2 years you would share with our audience they should focus on? What is your advice for the industry in inflation challenged times?7) In a constrained supply world that doesn’t seem to have an end in sight, how do you navigate channel strategy on a day to day basis? 8) The pandemic has obviously changed shopper behavior for good it seems - do you agree. In the role you play, how are you responding to this and preparing for the transformation?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, Sri & PVSB, are joined in this episode by Guru Hariharan, founder & CEO of CommerceIQ, which leverages machine learning, analytics and automation holistically across supply chain, marketing and sales operations to accelerate brand growth with online retailers.Follow Guru on LinkedIn at: https://www.linkedin.com/in/gurushyam/Follow CommerceIQ on LinkedIn at: https://www.linkedin.com/company/commerceiq/Follow CommerceIQ online at: https://commerceiq.ai/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, Sri & PVSB, are joined in this episode by Michael Schuh, VP of Kroger Precision Marketing Media Strategy for 84.51˚ & Alannah Pawlik, Sr Marketing Manager at Roku.84.51˚ is a retail data science, insights and media company that helps the Kroger company, CPGs, agencies, publishers and affiliated partners create more personalized and valuable experiences for shoppers across the path to purchase. Powered by cutting edge science, they leverage 1st party retail data from nearly 1 of 2 US households and 2BN+ transactions to fuel a more customer-centric journey utilizing 84.51° Insights, 84.51° Loyalty Marketing and their retail advertising solution, Kroger Precision Marketing.Follow  Michael Schuh on LinkedIn at: https://www.linkedin.com/in/michael-schuh-58307a27/ Follow 84.51˚ on LinkedIn at: https://www.linkedin.com/company/84-51/Follow 84.51˚ online at: http://8451.comFollow Kroger Precision Marketing online at: http://krogerprecisionmarketing.comFollow Alannah Pawlik on LinkedIn at: https://www.linkedin.com/in/alannah-pawlik/Follow Roku on LinkedIn at: https://www.linkedin.com/company/roku/Follow Roku online at: https://advertising.roku.com/Michael & Alannah answer these questions:1) 2 years ago, Kroger and Roku partnered to integrate shopper data from tens of millions of shoppers with streaming ads on the Roku platform. What was the genesis of this offering and how have brands been leveraging it?2) Recently, Kroger Precision Marketing announced an expansion of Roku’s integration that now delivers to brands data-enabled private marketplaces. Please break down this enhanced capability for our audience. 3) So what’s different about how people are watching TV today and why is your offering attune to current trends?4) How is retail media making TV advertising better?5) What does the Kroger/Roku integration mean for brands?6) What metrics & measurements do you offer to brands through your collaborative offering and why should brands find these to be meaningful compared to other marketing mix investments?7) What does success look like for CPGs? Do you have some examples you care to highlight?8)What is next for consumers and CPG marketers in streaming TV?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.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 Ryan Mayward, VP of Ad Sales at Instacart, the leading online grocery platform in North America. Instacart shoppers offer same-day delivery and pickup services to bring fresh groceries and everyday essentials to busy people and families across the U.S. and Canada.Follow Ryan Mayward on LinkedIn at: https://www.linkedin.com/in/ryan-mayward-b67458/Follow Instacart on LinkedIn at: https://www.linkedin.com/company/instacart/Follow Instacart online at: https://www.instacart.com/companyRyan answers these questions:1) please share with us an overview of your professional journey and what intrigued you enough to join Instacart last year?2) Your colleague Josh Rider joined us in 2020 as Instacart was introducing its ad platform. Would you please provide us with an update on the reach of your marketplace: audience size, retailers, engagement? 3) Recently, Instacart announced the introduction of brand pages. Would you please explain this to our audience and what needs were you trying to help solve for brands through it?4) You also promote that Instacart is offering new full funnel marketing capabilities to brands. Please enlighten our audience as to these solutions5) Instacart also recently announced that you are piloting new shoppable display and video ad products, two areas we’ve been deeply investigating on this podcast. Can you tell us more, and walk us through how these will fit into Instacart’s full-funnel advertising strategy?6) I’d love to dig into measurement. How are brands measuring success on Instacart? What kinds of metrics are becoming more important to advertisers in the e-commerce space? 7) How do brands access your retail media platform? Is it all directly through you or are they able to leverage any 3rd party ad management platforms and how does your team support their investment needs?8) Online grocery is still fairly new in the e-commerce space. What is Instacart’s approach to improving the consumer experience? How are you investing in this area? 9) What about affordability and accessibility for consumers, especially considering the current economic climate?10) We’re seeing more and more retail media networks appear and you recently launched Carrot Ads as part of your new Instacart Platform. Can you tell us about Instacart Platform and Carrot Ads and how this benefits your retail partners?11) Anything you can share with us about where you are looking to build more capabilities for brands to engage Instacart shoppers? What’s next for Instacart Ads in 2022?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.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 Carolyn Brown, Head of Commerce Marketing at AB InBev, the world’s leading brewer including iconic brands like Budweiser, Corona and Stella Artois; multi-country brands Beck’s, Castle, Castle Light, Leffe and Hoegaarden; and local champions such as Aguila, Antarctica, Bud Light, Brahma, Cass, Chernigivske, Cristal, Harbin, Jupiler, Klinskoye, Michelob Ultra, Modelo Especial, Quilmes, Victoria, Sedrin, Sibirskaya Korona, and Skol.Follow Carolyn Brown on LinkedIn at: https://www.linkedin.com/in/carolyn-brown-abi/ Follow AB InBev on LinkedIn at: https://www.linkedin.com/company/ab-inbev/Follow AB InBev online at: https://www.ab-inbev.com/Carolyn answers these questions:1) Your story starts at Princeton University in Arts & History and you’ve been here at AB for 11 years, now a digital Commerce leader here. Decompose this for our audience and tell us how all this came to be.2) Why is digital commerce a priority for AB in these times? Is it just about eCommerce or does it have broader omnichannel drivers?3) Does the world of ratings & reviews and content still have an equal importance these days and why?4) How are you partnering with distributors to help get them ready for digital commerce ?5) How are you focused on building a team and what does your team specifically focus on - is it strategy or execution? 6) How do you partner on the Omnichannel mission with those that are not on your team? Is it knowledge share or being a COE? 7) What are some key learnings from the last 2 years you would share with our audience they should focus on? 8) Given the category of products you work in what are some challenges to ecommerce and how do you navigate them?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. 

This episode explores 3 new content additions to the CPG Guys community.Each Tuesday, Jeff Malmad, Global Head of Commerce at Mindshare (a global media agency network of 10,000 people united by our desire to drive good growth) will be featured in “The Retail Media Minute” on the CPG Guys LinkedIn page. Jeff will highlight important issues related to driving success in retail media.On Thursdays, the CPG Guys LinkedIn page will feature The Gildenberg Omnicomment. Bryan Gildenberg, SVP of Commerce at Omnicom Commerce Group (a diverse and dynamic community of commerce experts who bring together thephysical, digital, and social world in which the modern shopper exists) will share his thoughts and insights around the transformation of omnichannel digital commerce in consumer goods.The CPG Scoop is a new podcast platform hosted by Risa Crandall, SVP of CPG & Alcohol Beverage Strategy at Aki Technologies and Jennifer Silverberg, Founder & CEO of Smart Commerce. Each week, they’ll present “snackable” episodes featuring what’s new & interesting in the marketing tech stack for consumer goods brands & retailers. Each Friday, The CPG Guys LinkedIn page will feature a video clip preview from the next CPG Scoop episode.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 Francesca Hahn, VP of Digital Commerce & GM of DTC at Mondelēz International, the world's leading manufacturer of snacking foods.Follow Francesca Hahn on LinkedIn at: https://www.linkedin.com/in/francesca-hahn/Follow Mondelēz International on LinkedIn at: https://www.linkedin.com/company/mondelezinternational/Follow Mondelēz International online at: https://www.mondelezinternational.com/Francesca answers these questions:1) Your story starts in Category Management at top tier CPGs such as PepsiCo, Diageo, Colgate, evolving into sales leadership roles, a stint in Germany, eCommerce, Baby, and then emerging as a Digital Commerce leader here at Mondelez. Decompose this for our audience and tell us how all this change came to be2) Why is digital commerce a priority for Mondelez international in these times? Is it just about eCommerce or does it have broader omnichannel drivers?3) How are you working to ensure Mondelez international is omnichannel ready - what are specific initiatives or actions you have taken? Let’s focus on search and your work in this area.4) Does the world of ratings & reviews and content still have an equal importance of search these days and why?5) DTC - it seems every brand is focused on delivering some sort of direct partnership with the consumer especially if subscription oriented. How are you focused on it?6) How are you focused on building a team and what does your team specifically focus on - is it strategy or execution?7) With a brand that is everywhere and sold primarily omnichannel, how do you bring those NOT on your team?8) What are some key learnings from the last 2 years you would share with our audience they should focus on?9) The pandemic has obviously changed shopper behavior for good it seems - do you agree. In the role you play, how are you responding to this and preparing for the transformation?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.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 Monica Belsito, Chief Marketing Officer at Lola, the first lifelong brand for reproductive health. They’re dedicated to providing consumers with an ever-expanding portfolio of trusted products and candid information for you to make deliberate decisions about your reproductive health. From your first period to your last hot flash (and beyond!), we’ve got you covered.Founded and led by women, LOLA is on a mission to reshape the conversation around our reproductive health and set a higher standard for ingredient transparency in our personal care products.LOLA offers period and sexual wellness products made with premium ingredients like 100% organic cotton. Subscribe to get LOLA delivered on your schedule or choose products à la carte. We even let you customize your assortment of tampons and pads. Because you know your body best.Follow Monica Belsito on LinkedIn at: https://www.linkedin.com/in/monicabelsito/ Follow Lola on LinkedIn at: https://www.linkedin.com/company/lola-www-mylola-com-/Follow Lola online at: http://mylola.comMonica answers these questions:1) It would be helpful for you to walk us through some of the pivotal points in your career: moving from a scaled multi-brand manufacturer at Colgate-Palmolive to a digitally-native startup DSG? What was exciting, what took adjustment? And ultimately, what drew you to Lola?2) Would you please walk us through the unmet need in the market that Lola was seeking to address in its product portfolio? What is the origin story of the brand?3) What are the overarching marketing messages you use to attract shoppers? How do you go about developing your marketing strategy? Is user feedback a core resource to informing your marketing plan?4) Would you share with us what your primary marketing mix elements are and what are your leading customer acquisition sources?5) DSC targeted value-focused shoppers that were frustrated with the cost structure of the shaving needs category. Is Lola’s target audience more niche and, if so, how does that influence your marketing strategy?6) In addition to your DTC site, you also sell Lola via Amazon & Walmart.com. What does your channel mix look like and how do you invest in marketing against each?7) How does Amazon Ads & Walmart Connect play into your channel marketing plan? Are you doing it directly or are you using any Amazon & Walmart agencies or 3rd party ad management platforms?8) Where are you looking to innovate with Lola to grow your business? Should we expect you to move into other retail channels in short order?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.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 Drew Childers, Head of CPG Sales for Ogury, the Personified Advertising company, which has created a breakthrough advertising engine that delivers comprehensive audience interest, brand performance, privacy protection and sustainability within one technology stack, built and optimized for mobile. Advertisers working with Ogury benefit from fully visible impactful ads, future-proof targeting and unwavering protection. Publishers enjoy the rewards of a respectful user experience, incremental revenues and premium demand with Ogury's solutions. This episode is sponsored by Ogury.Follow Drew Childers on LinkedIn at: https://www.linkedin.com/in/drewchilders/Follow Ogury on LinkedIn at: https://www.linkedin.com/company/ogury-ltd/Follow Ogury online at: https://ogury.com/Drew answers these questions:1) Let's go straight into the mission of Ogury - performance based pricing, guaranteed outcomes, seamless ad to cart integration - give us the scoop - what does Ogury do?2) Cookieless advertising is here, what does that mean for brands? How do brands continue to drive success without this specific cookieless ad tracking? How are you navigating this?3) Talk to us about the survey capabilities you have? What audience can be reached and how often can a brand leverage this? Give us campaign examples executed to date.4) What is performance? That's a big word in a big industry! How do you enable success?5) Is consumer loyalty to a brand or retailer real these days in an inflation era. How are you helping brands and retail retain their most valuable customers?6) The world of ecommerce has fast moved over 2 years to a lot of click and pick, home delivery. How is Ogury helping brands find the right audience at the right moment in this new shopper journey?7) What habits has the pandemic changed from a shopper perspective, is browsing and researching all digital these days? How should innovation be launched?8) Finally metrics - what do you provide to measure success? What’s short term, real time and how are programs with Ogury optimized for success?Give us examples of metrics that make sense and what’s outdated these days?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.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 Evan Hovorka, Head of Retail Media Products at Albertsons Media Collective, the retail media arm for Albertsons Companies & Melissa Burdick, President of Pacvue, the enterprise platform for eCommerce advertising, sales, and intelligence.Follow Evan Hovorka on LinkedIn at:  https://www.linkedin.com/in/evanhovorka/Follow Albertsons Media Collective on LinkedIn at: https://www.linkedin.com/company/albertsons-media-collective/ Follow Albertsons Media Collective online at: http://albertsonsmediacollective.comFollow Melissa Burdick on LinkedIn at: https://www.linkedin.com/in/melissaburdick/Follow Pacvue on LinkedIn at: https://www.linkedin.com/company/pacvue/Follow Pacvue online at: http://pacvue.comEvan & Melissa answer these questions:1) What is the underlying data asset that power Albertsons Media Collective? Would you dimensionalize the shopper base and omnichannel sales volume?2) What on-site investment options are available to brands seeking to grow through Albertsons Media Collective? (Sponsored listing, enhanced listing, etc) What banner sites are available?3) With respect to sponsored listing ads, what type of bidding system is used & what are the targeting capabilities (key word, prior purchasing behavior, etc.)?4) What in-store retail media solutions are Albertsons Media Collective making available to brands?5) Albertsons Media Collective also announced a strategic partnership with your company Pacvue. What are the details behind this and why do you think this helps brands work with Albertsons Media Collective?6) Albertsons Media Collective has partnered with The Trade Desk to provide offsite digital advertising solutions. Would you describe this powerful partnership?7) What performance measurement solutions do you offer to brands investing in Albertsons Media Collective’s omnichannel retail media solutions?8) How does the Albertsons Media Collective & Pacvue teams support brands seeking to leverage your platform offerings and where are you looking to enhance your offerings in the near future?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.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.