The CPG Guys

In this episode, PVSB speaks with Cristina Marinucci, Sr Director & Global Head of Shopper Insights & Analytics at Mondelēz International, an American multinational confectionery, food, and beverage company.Follow Cristina Marinucci on LinkedIn at: https://www.linkedin.com/in/cristinamarinucci/ Follow Mondelēz on LinkedIn at: https://www.linkedin.com/company/mondelezinternational/Follow Mondelēz online at: https://www.mondelezinternational.com/Cristina spoke to Peter while attending the 2022 Shoptalk Conference in Las Vegas, NV.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 Stacey Hawes, Chief Revenue Officer at Catalina, a leader in shopper intelligence and highly targeted in-store, TV, radio, podcast and digital media that personalizes the shopper journey. This episode is sponsored by Catalina.Follow Stacey Hawes on LinkedIn at: https://www.linkedin.com/in/stacey-hawes-38a4852/Follow Catalina on LinkedIn at: https://www.linkedin.com/company/catalina-marketing/Follow Catalina online at: https://www.catalina.com/Stacey answers these questions:1) Take us through your career journey from double click to Catalina. What prompted you to come here to Catalina? Why data & analytics?2) Catalina is best known for its heritage coupon print machines attached to registers in retail stores. How has your business been evolving, particularly over the last several years, into a shopper intelligence platform?3) Let’s decompose the mission statement. My memory serves devices in store offering coupons for repeat trips to the store.ent of Catalina - Using real-time intelligence and rapid responsiveness, we deliver personalized CPG marketing to decode shopper behavior and maximize consumer relationships. All at unparalleled scale. Give us the scoop on what this means to brands, why is Catalina a leader in this? We will decompose each of the 4 segments of your offerings later (find, activate, understand and measure).4) Let’s now discuss FIND. What are your capabilities in helping brands find their desired audience? What’s required from a client to achieve this objective? Why are you best qualified to help a brand find their right audience for engagement?5) If we find the right audience, we still have to understand your audience to drive the right activation. How do you help brands understand different audiences? Why do so many brands struggle with this? 6) Back to activation - now that we have decomposed find and understand how you efficiently target consumers, what’s Catalina’s role in activation? How do you help shape messaging? Can there ever be a precision optimized message? 7) How does Catalina help convert a lower funnel purchaser to a fan? What’s the follow up provided?8) Finally metrics - what do you provide to measure success? What’s short term, real time and how are programs optimized?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, Sri & PVSB, are joined in this episode by Dana Medema, VP & General Manager of Oral Care at Colgate-Palmolive Company. Follow  Dana Medema on LinkedIn at: https://www.linkedin.com/in/dana-d-medema-she-her-hers-496328b/Find Colgate brand products at http://shop.colgate.com Find Co by Colgate brand products at https://co.colgate.com/Find Hello brand products at https://www.hello-products.com/Dana answers these questions:1)  Would you start by walking us through your career progression at CP, highlighting some of the pivotal roles that helped prepare you for your current GM position in Oral Care?2) What is your perspective on how brand management operations are different with FMCG in Europe compared to what is happening here in the USA?3) CP clearly has a strong commitment to digital consumer engagement as evidenced by the significant presence of your Chief Digital Officer at this year’s CAGNY conference. How do you collaborate with the digital team to deliver meaningful outcomes in the oral car business unit?4) Following up on the role of digital in oral care, how are investment decisions for your category made in customer retail media platforms? Is it a HQ activity, a customer team activity? A blend? How do you ensure that brand objectives are met in this pursuit?5) Where are you sourcing meaningful 1P data beyond your DTC, how is it helping you to better understand consumer behavior, calculate customer lifetime value and how do you see it improving your operational decisions?6) Innovation is the lifeblood of every brand. Peter and I had the pleasure of hearing your colleague How is innovation fostered at CP? How do you collaborate with Craig and other CP stakeholders? How are your retail customers involved in innovation?7) Looking at the transformative landscape of consumer goods over the last 3 years: in what areas do you recommend your brand contemporaries invest against to help their brands succeed in an omnichannel world?8) eCommerce has been the buzz since the beginning of the pandemic, but the vast majority of sales are still happening in physical stores. How are you preparing your brand for success in this world of blurred channels?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.com/RetailWit Website: http://RetailWit.comPlease follow the Network of Executive Women at http://newonline.org/cpgguysDISCLAIMER: 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: Melissa Jurgens, Chief Operating Officer & Lucas Blair, Chief Technical Officer at InContext Solutions, the global leader in 3D simulation software for retail that helps brands & retailers reduce the time, cost, and risk of developing innovative in-store experiences.This episode is sponsored by InContext Solutions. Follow InContext online at: http://incontextsolutions.com Follow InContext on LinkedIn at: https://www.linkedin.com/company/in-context-solutions/Follow Melissa on LinkedIn at: https://www.linkedin.com/in/melissa-jurgens/Follow Lucas on LinkedIn at: https://www.linkedin.com/in/lucasjblair/ Melissa & Lucas answer these questions:1) Melissa - your career spans quite a bit of experience in market research and competitive analysis at Mintel where you spent 10 years. Then you joined InContext Solutions as an account executive to grow to being the Chief operating officer. Take us through your career journey from Mintel to InContext Solutions. What prompted you to come here to InContext Solutions? Why retail tech leadership?2)  I’d love to go through a brief history of InContext. Where did the company start, what prompted interest in this space? What’s the evolution over time?3) Tell us about InContext’s virtual commerce offering. What makes InContext uniquely positioned to be the leading provider of virtual commerce solutions?4) So, let’s talk about the metaverse.  How do you define the metaverse, and are you a metaverse company?5) There’s a lot of hype around the metaverse, some say it won’t last.  Let’s talk about what some are the naysayers saying and break that down a bit.6) You talk about InContext being a building block to the metaverse.  Virtual commerce is one way.  What other building blocks should we be thinking about?7) Historically, InContext’s bread and butter has been in shopper insights and visualizing retail stores. How does this tie into what you’re doing with virtual commerce?CPG Guys Website: http://CPGGuys.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. The views expressed by the CPGGUYS, LLC do not represent the views of their employers or the 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 are joined in this episode by Bryan Gildenberg, SVP of Commerce at Omnicom Commerce Group.Bryan speaks with Sri about the fast moving world of Retail Media.Follow Bryan on LinkedIn at: http://linkedin.com/in/bryan-gildenberg-56a6b0Follow OCG on LinkedIn at: https://www.linkedin.com/company/omnicom-commerce-group/Follow OCG online at: https://www.omnicomcommercegroup.com/Please provide the CPG Guys feedback at http://ratethispodcast.com/cpgguysCPG Guys Website: http://CPGGuys.comCPG Guys on Instagram: https://instagram.com/cpgguysPlease follow the Network of Executive Women at http://newonline.org/cpgguysDISCLAIMER: 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 Matt Kilmartin, Co-founder & CEO of Habu, a Data Clean Room software company that makes it seamless for businesses to generate high-value analytics from controlled datasets, while protecting the privacy of consumers and the rights of data owners. This episode is sponsored by Habu.Follow Matt Kilmartin on LinkedIn at: https://www.linkedin.com/in/mattkilmartin/Follow Habu on LinkedIn at: https://www.linkedin.com/company/habu-inc/Follow Habu online at: https://habu.com/Matt answers these questions:1) Take us through your career journey from Akamai to HABU. What prompted you to come here to HABU? Why data & analytics infrastructure leadership?2) I’d love to go through the history of HABU. Where did you start, what prompted interest in this space? What’s the evolution over time?3) Let’s decompose the mission statement of HABU - Unlock the true potential of data - Connect to data wherever it lives, even across a disparate universe, all at unparalleled scale. Give us the scoop on what this means to brands, why is HABU a leader in this? We will decompose each of the 3 segments of your offerings later (data model and enrichment, advanced segmentation and privatization, clean room software, customer journey & activation).4) Let’s now discuss data modeling & enrichments. What are your capabilities in helping brands here and what areas should brands focus on for application of data models? Why are you best qualified to help a brand do this? 5) Once a good solid data model is built and optimized, segmentation is the next step for focus? What’s the role of 1P data that a brand may have in this? How does HABU help with segmentation? 6) Give us the 101 on clean rooms since it’s a capability of yours? What can clean rooms enable for your clients, give us data based objective examples of outcomes from clean rooms.7) How does HABU help a retailer with their data and insights journey? What examples do you have of successful partnerships?8) What advice do you have for CPG leaders through work you have done and learned with brands? How can they prepare for an uncertain future that we are currently experiencing?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 guest host Andrea Leigh from the #fresh4 and Allume Group are joined in this episode by David Glaza, founder & CEO of DIGITS Agency, a specialty consulting agency. experienced in the strategy and execution of digital coupons, loyalty and personalization programs, bringing digital capabilities to physical stores.Follow David Glaza on LinkedIn at: https://www.linkedin.com/in/davidglaza/ Follow DIGITS on LinkedIn at: https://www.linkedin.com/company/digits-agency/Follow DIGITS online at: http://www.digitsagency.com/Dave answers these questions:1) For the first 9 years of your tenure at Target, you held a series of traditional retail roles in merchandising, planning & operations. Then, in 2012 you moved to a team that would ultimately launch the Cartwheel digital coupon app. Would you walk us through the genesis of Cartwheel and what made it revolutionary?2) The rise of retail media at omnichannel retailers is explosive. What does this mean for brands and are digitally-native vertical brands necessarily positioned to win in this environment?3) From your perspective, what do brands need to do to succeed in omnichannel retail from a capabilities & talent perspective?4) Digits has been able to help its brands outperform the overall market at retailers like target. You recently released some metrics around this. What are those comparative metrics and what do you think were the major drivers?5) Retail media is not the same suite of offerings across retailers. What are some of the core capabilities and mechanisms that will draw disproportionate investment from brands to specific platforms?6) What’s next in retail media that you see being appealing to brands looking to grow? Is it all about digital platforms?7) Digitally-native vertical brands are increasingly turning to brick & mortar to scale their businesses. Is this necessary and for what reasons?8) The customer experience on major omnichannel grocery retail sites outside of Walmart & Target is still not comparable from a number of perspectives like content and personalization. Do you agree and what do you think needs to change to make the CX better?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 Imteaz Ahamed, Director of Omnichannel Performance Marketing for Infant Nutrition at Reckitt, a consumer goods manufacturer whose mission is to protect, heal and nurture in the relentless pursuit of a cleaner, healthier worldFollow Imteaz Ahamed on LinkedIn at: https://www.linkedin.com/in/imteaza/ Follow Reckitt on LinkedIn at: https://www.linkedin.com/company/reckitt/Follow Reckitt online at: http://reckitt.comImteaz answers these questions:1) Imteaz, would you walk us through your career progression at Reckitt from territory sales to your role today in performance marketing and highlight some of the pivotal points where you saw transformation starting to accelerate in the omnichannel world?2) You mentioned that you were an early pioneer in the area of eCommerce, starting back in Australia 8 years ago. You probably have some strong opinions on how consumer goods organizations need to prepare themselves for this digital transformation. What are some of the key enablers you think companies should be leveraging to successfully accelerate this transformation?3) On the CPG Guys, we have often said the DTC is a non-negotiable imperative fore scaled consumer brands. What are your thoughts on this and what were the capabilities that you needed to have in place to execute a successful DTC strategy? 4) How did you set about establishing digital marketing & workflow automation for DTC? And how did you go about recruiting talent for the BU? Was it in-house, outside, agency? What are the building blocks here?5) In your new role in omnichannel performance marketing you seek to drive holistic success for infant nutrition. How do you align measurement principles in brick & mortar vs. eCommerce? What are your core operating principles in this respect?6) Retail Media has become a considerable component of the marketing mix for consumer goods companies looking to win search. Is this a centralized activity at Reckitt or do the trade teams lead this charge? What are the guiding principles you use is investing against retail media?7) 1st party data can enable a deeper relationship with your consumers. How does 1P data play into your performance marketing efforts at Reckitt and are you sourcing it from beyond your DTC channel?8) Are there any emerging trends in digital & eCommerce beyond what we have discussed today that are of particular interest to you and that you recommend our audience follow? What intrigues you about them?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, Sri & PVSB, are joined in this episode by:Katie Vogt, Director of Media Planning & Execution at Walgreens Advertising GroupErin Dye Lastra, Sr Director of Business Development at CriteoThis episode is sponsored by Criteo, a global technology company that powers the world’s marketers and media owners with trusted and impactful advertising through a world-leading Commerce Media Platform, a suite of products that activates the world’s largest set of commerce data to drive better commerce outcomes. Follow Criteo online at: http://criteo.comFollow Criteo on LinkedIn at: https://www.linkedin.com/company/criteo/Follow Erin on LinkedIn at: https://www.linkedin.com/in/erindyelastra/Follow Walgreens Advertising Group Online at: https://www.walgreens.com/topic/marketing/walgreens-advertising-group.jspFollow Walgreens on LinkedIn at: https://www.linkedin.com/showcase/walgreens-advertising-group/Follow Katie on LinkedIn at: https://www.linkedin.com/in/kathleenvogtKatie & Erin answer these questions:1) Katie, walk us through your pivotal career moments that got you here as a leader for Walgreens retail media?2) Please frame out the partnership between Criteo and walgreens. What specific services and solutions does criteo offer brands through the walgreens platform?3) How do you partner with clients to measure and monitor ROI - take us through how its done at Walgreens?4) Please share some of the key stats around size of audience that walgreens can share with brands to drive audience and engagement when they partner with you.5) How is re targeting shaping up these days given all the constraints on cookies and privacy? What is criteo’s offering in this space and is it critical for full funnel attribution?6) When you connect with a platform like criteo what specific experiences are unlocked for brands through the partnership? What does a brand need to succeed?7) WAG has now been out over a year. What is the industry asking you for and what are you seeking to deliver in the near future? 8) Whats next for criteo? What areas are there capability developments going on? What should your clients and prospects look forward to?CPG Guys Website: http://CPGGuys.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. The views expressed by the CPGGUYS, LLC do not represent the views of their employers or the 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 Art Sebastian, VP of Digital Experiences at Casey’s, a Fortune 500 company operating over 2,400 convenience stores, and Kevin McGovern, VP of Retail Partner Development at Fetch Rewards, a mobile loyalty platform.Follow Art Sebastian on LinkedIn at: https://www.linkedin.com/in/artsebastianFollow Casey’s on LinkedIn at: https://www.linkedin.com/company/caseys/Follow Casey’s online at: https://www.caseys.com/Download the Casey’s iOS app here: https://apps.apple.com/us/app/caseys/id1470522110Download the Casey’s Android app here: https://play.google.com/store/apps/details?id=com.Caseys.finder&hl=en_US&gl=USFollow Kevin McGovern on LinkedIn here: https://www.linkedin.com/in/kevin-mcgovern-72601836Art & Kevin answer these questions:1) Art, when you arrived in 2018, what was the state of digital CX when you arrived and what were some of the fundamental changes you sought to activate in order to transform the CX for a digitally driven age? How did the pandemic “complicate” your efforts? 2) Art, Convenience is a notoriously difficult channel to consolidate & synthesize data to better understand your guests and provide relevant communications, offers and incentives. How have you tried to approach this problem?3) Kevin, Fetch Rewards has been operating as an omnichannel brand loyalty mechanism, working with manufacturers to reward consumers for buying their products, wherever they choose to purchase those products. How did Fetch transition into enabling retailers to engage its now 13 MM users?4) Art, encouraging guests to cross the distance between the pump and the store can be enormously difficult. What are you finding works well for Casey's?5) Art, for a retailer like Casey's, who has a much more dynamic in-store experience offering products like made-from-scratch pizza, how do you think about maintaining relevance with your guests, given a broader competitive set? 6) Kevin, when you thought about enabling customer acquisition for Casey’s what kind of plan were you seeking to develop with Art and his team? 7) Art, How has the partnership with Fetch Rewards enabled your overall CX? Where does it fit into your marketing mix?8) Art & Kevin, what’s next for driving meaningful customer engagement at Casey’s and how are you thinking about leveraging this audience of 13 MM active users?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.