The CPG Guys

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. 

The CPG Guys, PVSB and Sri are joined in this episode by Sreenath Reddy, founder of Intentwise, a technology platform that empowers professional advertisers, large-scale aggregators, and high-volume agencies with recommendations, automation, competitive intelligence, and data infrastructure for Amazon, Instacart, Target, and more.This episode is sponsored by Intentwise.Follow Sreenath Reddy on LinkedIn at: https://www.linkedin.com/in/sreenathkreddy/ Follow Intentwise on LinkedIn at: https://www.linkedin.com/company/intentwise/Follow Intentwise online at: https://www.intentwise.com/Sreenath answers these questions:1) Sreenath, let's go straight into the mission of Intentwise - put the intent in intentwise and tell us how the company was founded?2) How do brands win on marketplaces with intentwise? There are so many retail media marketing optimization tools?3) Talk to us about all the capabilities you have on Amazon and other retail platforms specifically for brands? What audience can be reached and how often can a brand leverage this?4) Take us through all the solutions from Intentwise for agencies - ad optimizer, DSP, Instacart, Criteo, and what is the Amazon Ads mobile app?5) You have several quoted case studies in your website, take us through the Profitlogiq and Revitalash examples and why did you earn such credibility with them? 6) Give our audience the details of the out-of-the box ecommerce data infrastructure capability? Sounds like it’s very comprehensive and goes deep.7) What is the latest in the world of data when it comes to retail media?8) What do you want our audience and the CPG industry to know about your company? People in which functional role should learn more about Intentwise and what should they expect when working with you? How fast is the ramp up?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 Veeral Shah, VP of Commercial Strategy & Development at Nestlé USA, the world’s largest CPG manufacturer.Follow Veeral Shah on LinkedIn at:  https://www.linkedin.com/in/veshah/Follow Nestlé USA on LinkedIn at: https://www.linkedin.com/company/nestle-s-a-/Follow Nestlé USA online at: https://www.nestleusa.com/Veeral answers these questions:1) Your story starts at University of Michigan and then touched a number of notable brands at large CPG companies eventually emerging as an ecommerce leader at Campbell’s.  You then made the decision to go to Nestle where you have a large remit. Decompose this for our audience and tell us how all this change came to be.2) Why is digital commerce a priority for Nestle USA in these times? Is it just about eCommerce or does it have broader omnichannel drivers?3) How are you working to ensure Nestle USA is omnichannel ready - what are specific initiatives or actions you have taken?4) 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? 5) How are you focused on building a team and what does your team specifically focus on - is it strategy or execution? How does your team interact with commercial functions 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.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. 

In this episode, Sri & PVSB engage in some rank punditry as they explore the state of the CPG/Retail industry half way into 2022.Topics they cover:State of omnichannel - ecommerce or store - who is winning? Implosion of immediate delivery verticalThe emergence of live streaming & video Influence of digital content on in-store sales DTC was hot during covid and is still the best mechanism for 1P, is it still the case? - why bother when you have capabilities like Fetch? Evolution of shoppable media Availability of retail 1P data - who “owns” it? Growth of retail media and what's next (2nd price auctions) Is ROAS really ROI? - difference is incrementality Brand mash-ups (Coke/Jack Daniels, Taco Bell Cheez-It etc.)…moving the needle or just performative? Collapse of Crypto & NFTs Building loyalty in these times Conferences - in person or virtual, will people return to group settings When will supply chain constraints abate?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. 

In this episode, Sri speaks with Jeff Malmad, Head of Commerce at Mindshare, a media services company that accelerates Good Growth for its clients in the age of transformation. Good Growth is business growth that is enduring and sustainable whilst also helping to shape society and the world for the better. We accelerate it for our clients by using media as a multiplier to drive sales and maximize marketing investments. Mindshare, is part of WPP's GroupM division. Follow Jeff Malmad on LinkedIn at: https://www.linkedin.com/in/jeff-malmad-4141198/ Follow Mindshare on LinkedIn at: https://www.linkedin.com/company/mindshare/ Follow Mindshare online at: https://www.mindshareworld.com/Mindshare’s Media Framework: LinkJeff spoke to Sri at Mindshare's office in Lower Manhattan in the shadow of the Freedom Tower. They discussed the fundamentals of how Mindshare guides brands in the art & science of investing in retail media.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.