The CPG Guys

Imteaz Ahamed, Founder and CEO of Applied Intelligence, dives into the world of artificial intelligence and its impact on the Consumer Packaged Goods industry. He discusses the readiness of the CPG sector for AI at scale and clarifies the difference between AI and machine learning. The conversation explores how AI can optimize marketing strategies, enhance workflows, and tackle authenticity in retail media. Imteaz also emphasizes the need for CMOs to leverage AI effectively, as well as the evolving implications of personalization in marketing amidst changing consumer behaviors.

The CPG Guys are joined by Michael La Kier, Vice President Brand Development at the Independent Grocers Alliance (IGA) the largest affiliation of independent grocers in the U.S. andaround the world, boasting 2,500 U.S. stores and 7,500+ globally. This episode was recorded at the 2025 Commerce Media Brand Summit produced by WB Research.Find Michael on LinkedIn at: https://www.linkedin.com/in/michaellakier/Find IGA on LinkedIn at: https://www.linkedin.com/company/iga-inc./Find IGA online at: https://www.iga.com/Michael answers these questions:What is the history of retail media at IGA and how can brands activate on it?How can independents help brands regain their volume through customer acquisition?How does IGA help its members with assortment planning?Why should all marketing efforts drive actions?How has IGA partnered with Instacart?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/WB Research: https://www.wbresearch.com/DISCLAIMER: 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. 

In this episode, the CPG Guys are joined by Cristian Arcangeli, Vice President of Omnichannel and Customer Experience at illycaffè, an Italian family business, founded in Trieste in 1933 and committed to offering the greatest coffee to the world.Find Cristian on LinkedIn at: https://www.linkedin.com/in/carcangeli/ Find illycaffè on LinkedIn at: https://www.linkedin.com/company/illycaffe/Find Illycaffè online at: https://www.illy.com/en-usApply to join the Cornell retail media program https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/Cristian answers these questions:Can you share pivotal experiences in your journey from working with fashion brands like Gucci and Diesel to your current role at illycaffè?How does illycaffè ensure a seamless omnichannel experience for its customers?How has illycaffè’s digital business evolved under your leadership? What have been your key objectives in this area?How does illycaffè differentiate its digital customer experience from competitors in the market? What have been successful components of this strategy?Can you discuss any recent digital innovations at illycaffè that have significantly impacted customer experience?How are you leveraging customer data to inform your digital strategies? You have a large presence on Amazon & you have a thriving DTC business. How are you utilizing the generated transaction data?In what ways does illycaffè collect and implement customer feedback to improve its digital platforms?What emerging digital trends do you believe will shape the future of customer experience in the CPG industry?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: 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 welcome the senior editor of the Path to Purchase Institute, Cyndi Loza, to discuss the latest retail media networks benchmarking report produced by them and the results. Some outcomes will surprise you, some are a confirmation and some retail media networks have missed the opportunity completely.Apply to join the Cornell retail media program https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/Find Cyndi Loza on Linkedin: https://www.linkedin.com/in/cyndiloza/Find Path to Purchase Institute on Linkedin: https://www.linkedin.com/company/the-path-to-purchase-institute/Find Path to Purchase Institute online : https://p2pi.com/Find the P2PI Retail Media Networks Ratings & Insights Report here: https://p2pi.com/2025-p2p-trend-report-transunionHere's what we discussed : 1.) Which retail media networks outperform and are seen as best in class?2.) Which RMN's have the best measurement frameworks?3.) Who is the easiest to work with?4.) Which RMN is integrated with merchants?and so much more....CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: 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. 

Kathryn Bricken, the founder and CEO of Doughlicious, a London-based healthy cookie brand, shares her incredible journey from home baker to industry leader. She discusses overcoming startup challenges, including competing against established brands and the importance of innovative marketing strategies. Kathryn also emphasizes her commitment to sustainability and premium ingredients, as well as the significance of mentorship for women in entrepreneurship. With a bright future ahead, she reveals what's next for Doughlicious and her dream collaborations.

The CPGGUYS cover the recently concluded Shoptalk spring 2025 from Las Vegas. What a show! Besides our opening networking reception, we had a chance to meet up with many brands, retailers and of course all our sponsors. This episode is collectively sponsored by Epsilon, Dunnhumby, Osmos, Apply to join the Cornell retail media program https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/Find Sri Rajagopalan on Linkedin at : https://www.linkedin.com/in/sri-rajagopalan-09a0062/Find Peter VS Bond on Linkedin at : https://www.linkedin.com/in/pvsbond/Find CPGGUYS on Linkedin at : https://www.linkedin.com/company/56451211Find CPGGUYS online at : https://www.cpgguys.com/Here's what we discussed : 1. Different tracks for learning2. Key mainstage presentations3. Detailed analysis of the omnichannel track and breakouts4. Networking opportunitiesCPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: 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 CPGGUYS are joined in this episode by NA GM for Mars Pet Nutrition - Alanna McDonald. With brands such as L'Oreal & Procter & Gamble in her background, we knew this would be a solid foundational discussion on ways to think through today's category shaping trends and opportunities. This episode was shot LIVE at New York City at their office.Apply to join the Cornell retail media program https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/Find Alanna on Linkedin at : https://www.linkedin.com/in/alanna-mcdonald-bb5b741/Find Mars on Linkedin at : https://www.linkedin.com/company/mars/Find Mars Petcare online at : https://www.mars.com/our-brands/petcareHere's what we asked her : What were some pivotal moments in your career that helped you reach this leadership position?How do you foster innovation through research within a legacy portfolio of brands like at Mars Petcare?How do you think about brand trust and transparency in an age where consumers demand more information about what they feed their pets?What do you see as the biggest trends shaping the omnichannel pet care industry in the next five years?How are data analytics being leveraged in pet nutrition and pet healthcare?With the rise of direct-to-consumer and e-commerce pet brands, how is Mars staying competitive? What role does subscription in home delivery play in this?How do you ensure Mars Petcare remains relevant to both long-time customers and new pet owners?What do you see as the biggest trends shaping the omnichannel pet care industry in the next five years?What’s one recent product innovation or business initiative you’re particularly proud of?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: 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 CPGGUYS are joined in this episode by Sargento Foods General Manager, Erin Price. She is a General manager with significant experience in strategic planning, marketing, communications and brand management at leading CPG firms like General Mills, Johnson & Johnson & spectrum brands.Apply to join the Cornell retail media program https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/Follow Erin Price on Linkedin at : https://www.linkedin.com/in/erin-price-5199008/Follow Sargento Foods on Linkedin at :https://www.linkedin.com/company/sargento/Follow Sargento foods online at : https://www.sargento.com/Erin answers the following questions : Can you share insights into your journey from Marketing Manager to General Manager of Consumer Products at Sargento Foods?How has your leadership style evolved throughout your various roles at Sargento?What are the key strategic initiatives you’re focusing on in your current role?How do you envision the Sargento brand evolving under your leadership?Can you discuss any recent product innovations that have been particularly impactful?How does Sargento leverage consumer insights to drive product development?How does Sargento differentiate its products in a competitive market?What emerging market trends do you believe will influence the cheese industry in the coming years?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: 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. 

Tracey Massey, COO at NielsenIQ, shares her extensive expertise in consumer intelligence. She discusses her career journey from Mars to NielsenIQ and highlights leadership principles that foster growth. The conversation dives into evolving shopping habits, especially among Gen Z, emphasizing their preference for in-store experiences. Tracey also reveals insights into the rise of private label brands and the importance of authenticity in brand interactions, painting a vivid picture of current consumer motivations and market trends.

The CPG Guys are joined in this episode by Simone Lumsden, SVP of Triangle Loyalty & Retail Media at Canadian Tire Corporation, Limited (“CTC”), one of Canada’s most admired and trusted companies that includes a retail segment, a financial services division and CT REIT. Their retail business is led by Canadian Tire, which provides Canadians with products for life in Canada across its Living, Playing, Fixing, Automotive and Seasonal & Gardening categories. Party City, PartSource and Gas+ are key parts of the Canadian Tire networkalong with Mark's, a leading source for casual and industrial wear, Pro Hockey Life, a hockey speciality store  and SportChek, Hockey Experts, Sports Experts, and Atmosphere, which offer the best active wear brands. Follow Simone Lumsden on Linkedin at: https://www.linkedin.com/in/simone-lumsden9901/Flow Canadian Tire on LinkedIn at: https://www.linkedin.com/company/canadian-tire/Follow Canadian Tire online at: https://corp.canadiantire.ca/English/home/default.aspxSimone answers these questions:What about this chosen field most excited you are were there some pivotal experiences that prepared you for your current role at CTC?Both Retail Media & loyalty are highly developed in the United States. What is the state of data driven closed loop marketing in Canada and what are the primary objectives of Triangle's offerings?Would you help dimensionalize your solutions in terms of audience size, geographic coverage & omnichannel reach etc?Let’s double click down into the retail media solution. What are your core onsite solutions that help brands reach your shoppers and what do you want to highlight about these offerings?Looking further up the funnel, what kinds of offsite & instore solutions do you offer brands and what ad tech stack partnerships have you established to enable these solutions?Measurement is a key component for helping brands move from the old world of linear TV and print media to performance marketing.What types of measurement tools do you make available to brands investing in Triangle Retail Media?Tell us about Triangle Loyalty. What is available to CPG brands and how does it connect to your retail media solutions?What most intrigues you about the near term in retail media and loyalty? Are there some specific trends that you are following or investing against?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: 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.