The CPG Guys

The CPG Guys are joined in this episode by Claudia Johnson, Technical Advisor to the CEO of Flywheel Commerce Network, the commerce acceleration division of Omnicom.Follow Claudia on LinkedIn at: https://www.linkedin.com/in/claudia-johnson-b133436/Follow Flywheel on LinkedIn at: https://www.linkedin.com/in/claudia-johnson-b133436/Follow Flywheel Next online at: https://www.flywheeldigital.com/Claudia answers the following questions : How has your role at Flywheel evolved, especially since Flywheel's acquisition by Omnicom? What new opportunities or challenges has this created?Your work emphasizes capability building in digital commerce. How are ecommerce strategies evolving today, and how does Flywheel help brands stay ahead in a rapidly changing landscape?In a recent podcast episode, you described retail media as advertising that occurs “close to or at the point of sale.” Could you walk us through how that concept fits into broader brand strategy and which brands are using it most effectively right now?Flywheel’s research shows that the most impactful drivers of sales on Amazon are media spend and organic shelf ranking, ahead of price and inventory. How should brands prioritize investments given these insights?What are the biggest roadblocks brands face when trying to scale digital commerce capabilities? How do you approach "connecting the dots" across teams and markets?With Flywheel now within Omnicom’s ecosystem, what new tools or data synergies have emerged to help your clients achieve growth in commerce?You’ve recently discussed how unified ecosystems and AI-driven insights are transforming retail. How are you leveraging AI and ecosystem integration to deliver more relevant consumer experiences?At the 2025 Syndigo Connect event, you spoke about optimizing product and commerce experiences for long-term success. What storytelling techniques or content strategies are driving retention and loyalty beyond the initial purchase?Are there emerging trends in retail media, ecommerce infrastructure, or omnichannel tech that you're watching closely—and that CPG brands should be paying attention to?On a more personal note: What first drew you into digital commerce, and what advice would you give someone aspiring to lead capability-building in this fast-evolving space?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. 

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.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 Ron Bielski, Managing partner, Global FMCG lead of NielsenIQ Next which is the strategy, growth and transformation consulting division of NIQ. This episode is an industry focused one that will span the spectrum of macro and microeconomics and what CPG brands can really do about it as they look for volume growth. This episode is sponsored by NielsenIQFollow Ron on LinkedIn at:https://www.linkedin.com/in/ronbielski/Follow NielsenIQ on LinkedIn at: https://www.linkedin.com/company/nielseniq/Follow NielsenIQ Next online at: https://nielseniq.com/global/en/solutions/quest-for-next/Ron answers the following questions : Decompose what is this strategic consulting arm of NIQ?As Head of Strategy Consulting, how are you advising CPG brands to evolve in response to the most critical market shifts—especially regarding consumer behavior, inflation, and supply chain volatility?With vast shopper data at NIQ’s disposal, how do you help clients move beyond data collection to actionable, predictive strategies that drive growth and resilience?How is the rise of e-commerce and digital marketplaces reshaping your strategic consulting approach for CPG clients balancing online vs. traditional brick-and-mortar?Many retailers are expanding private label offerings, while consumers are more price-conscious than ever. How are you positioning CPG brands to preserve margin and differentiate in this environment?Consumer demand for sustainability and ethical branding is rising. How does your team at NIQ support brands in aligning these consumer values with business performance, avoiding both underperformance and greenwashing?What role is AI playing in NIQ’s strategic consulting capabilities—from forecasting to scenario planning—and how are you helping clients adapt to its usage?As global consumer markets diverge post-pandemic, how do you help clients calibrate strategies across diverse regions—from developed to emerging markets?How are you advising on quicker innovation cycles and stronger retailer collaborations to capture incremental growth opportunities amid expedited category changes?What modern KPIs—beyond sales and market share—do you recommend for measuring the long-term impact of strategy consulting engagements in areas like brand health, consumer loyalty, and omnichannel effectiveness?Reflecting on your career in strategy consulting, which lessons do you hold most valuable? And what emerging CPG trends excite—or concern—you the most looking ahead?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 appe 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 are joined in this episode by Toby Espinosa, Vice President of Ads at DoorDash, one of the world's leading local commerce platforms that helps businesses of all kinds grow and innovate, connects consumers to the best of their neighborhoods, and gives people fast, flexible ways to earn. Since its founding in 2013, DoorDash has expanded to over 30 countries, using technology and logistics to shape the future of commerce. Through its Marketplace and its Commerce Platform, DoorDash is driving economic vitality in the regions it serves worldwide.This episode is sponsored by DoorDash.Follow Toby on LinkedIn at: https://www.linkedin.com/in/a-toby-espinosa-b9458812/ Follow DoorDash on LinkedIn at: https://www.linkedin.com/company/doordash/ Follow DoorDash Ads online at: https://advertising.doordash.com/en-usToby answer these questions:Can you walk us through your role at DoorDash Ads and how the organization fits within the broader DoorDash ecosystem?What unique value does DoorDash bring to the retail media landscape, especially compared to traditional players like retailers or streaming platforms?What makes advertising within the food delivery sector different from other consumer industries?  What types of CPG brands are seeing the most success on DoorDash Ads—and why?Can you share a campaign or partnership or examples that exemplify what "great" looks like on DoorDash Ads? aka what is best in class?How is DoorDash doing things differently, and how do advertisers look to us as an additional opportunity to what other RMNs are already offering?What does working with Doordash ads entail - aka the customer experience?What key performance indicators (KPIs) do you consider most critical when evaluating ad success at DoorDash? Can you share some examples of how data insights have directly influenced campaign adjustments?What advice would you give to brands, especially in the consumer packaged goods arena, looking to leverage digital advertising for growth?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. 

Join Ali Miller, General Manager of Advertising at Instacart, and Tim Castelli, VP of Ad Sales, as they dive into the future of retail media. They discuss Instacart's ambitious vision for the next few years and how they set themselves apart in a crowded marketplace. Discover how AI is enhancing ad personalization and driving full-funnel outcomes for brands. Plus, learn about the exciting new ad formats and insights that are reshaping consumer engagement and measurement in the grocery sector.

The CPG Guys are joined in this episode by Sean Summers, EVP Mercado Ads & CMO at Mercado Libre. Founded in 1999 and headquartered in Buenos Aires, Argentina, Mercado Libre is Latin America’s leading e-commerce technology company. Through its primary platforms, MercadoLibre.com and MercadoPago.com, it provides solutions to individuals and companies buying, selling, advertising, and paying for goods online.Follow Sean on LinkedIn at: https://www.linkedin.com/in/sean-summers-870363/Follow Mercado Ads on LinkedIn at: https://www.linkedin.com/showcase/mercadoads/Follow Mercado Ads online at: https://ads.mercadolivre.com.br/Sean answers these questions:How is Mercado Libre evolving its marketing strategy to support the CPG category’s digital expansion across Latin America?What role does Mercado Libre marketing play in shaping omnichannel experiences—especially for CPG brands—across your marketplace, app, and media network?How do you support CPG brands in activating precision targeting and attribution on your platform?What shifts have you observed post-pandemic in online consumer behavior within the CPG space in LATAM and how is Mercado Libre positioned to win with these changes?How are you leveraging personalization and dynamic creative to enhance relevance in media for your CPG advertisers?What measurement frameworks do you use to assess CPG campaign effectiveness—especially at the lower funnel—and how transparent is that to brand partners?Can you share how emerging technologies like AI are being embedded into your media offerings to optimize targeting and creative?How does Mercado Libre collaborate with CPG manufacturers directly versus working through commerce acceleration agencies like Flywheel?How do you keep your team and partners aligned with fast-moving trends in omnichannel commerce and retail media—especially in the CPG domain?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 are joined in this episode by Molly Hjelm, Corporate VP of Red Vest Media, the retail media division of Ace Hardware, the largest retailer-owned hardware cooperative in the world with over 5,900 locally-owned and operated hardware stores in 71 countries. Follow Molly on LinkedIn at: https://www.linkedin.com/in/mollyhjelm/Follow Ace Hardware on LinkedIn at: http://acehardware.com Follow RedVest Media online at: http://redvestmedia.comMolly answers these questions:Ace has a unique position as a cooperative of independent retailers. How does that structure shape the way you approach retail media compared to traditional big-box retailers?We’re read that Ace balances local relevance with national scale—how do you preserve that hyper-local feel while delivering a unified marketing message through Ace Media?Ace Rewards has over 71 million members with impressive active engagement—how are you leveraging this loyalty data to power Ace Media’s audience targeting and personalization?Ace Media is launching with a full-funnel portfolio right out of the gate. What led to the decision to debut such a comprehensive offering instead of rolling it out incrementally?You’re partnering with Epsilon and launching with interoperability across commerce platforms like Flywheel & Pacvue. How does this commitment to open infrastructure benefit your brand partners?Your approach to launch is intentionally curated, not a land grab for ad dollars. How are you choosing which brand partners to bring in first—and why is that intentionality important?Measurement seems to be a passion point for you. What can advertisers expect when it comes to transparency and performance reporting from day one?Looking ahead, what’s your vision for how Ace Media will evolve—and how do you see it helping both national brands and independent store owners thrive over time?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 are joined in this episode by Jenny Holleran, VP Media Insights & Incentives at Kroger Precision Marketing / 84.51 and Mariama Kamanda, Associate Director Data & Analytics at Barilla Group.This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.Follow Jenny Holleran on LinkedIn at: Follow Kroger Precision Marketing online at: http://krogerprecisionmarketing.comFollow Mariama Kamanda on LinkedIn at: https://www.linkedin.com/in/mariama-k-93303083/Follow Barilla Group online at: https://www.barillagroup.com/en/Jenny and Mariama answer these questions:Mariama, Brands are facing a lot of uncertainty today – both from economic uncertainty and from changing shopper habits. How are CPG brands navigating some of that consumer volatility they’re facing today?Mariama, One of the big changes in CPG is the shift in people’s diets. People are looking for functional ingredients and higher-protein meals. Tell us about Barilla’s Protein Plus line and some of the challenges you’ve faced.Mariama, And how did access to retail data play a role in bringing back shoppers?Jenny, How is access to retail data changing the way brands think about media planning?Jenny, Can you explain more about what goes into crafting those audiences inside Collaborative Cloud?Jenny, How do you decide when a brand is ready to use the Collaborative Cloud? Is there a maturity level or data mindset that makes this work better?Mariama, We understand that your campaign to bring people back to Protein Plus included multiple digital tactics—onsite media, digital coupons, social media, offsite display. What did you learn about the effectiveness of using purchase based audiences?Mariama, What has been the internal conversations at Barilla sparked by the testing and work you’ve done with Kroger? Any learnings on internal alignment within CPGs?We’re at the end of the week in Cannes? What has been the most surprising or exciting topic you’ve heard this week?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 are joined in this episode by Heather Land, Senior Director of Grocery Merchandising at Dollar General which strives to make shopping hassle-free and affordable with more than 20,000 convenient, easy-to-shop stores in 48 states.Follow Heather on LinkedIn at: https://www.linkedin.com/in/heather-land-97382817/Follow Dollar General on LinkedIn at: https://www.linkedin.com/company/dollar-general/Follow Dollar General online at: https://www.dollargeneral.com/Heather answers these questions:Please introduce yourself and tell us about your background and experience. What motivated you to transition from foodservice to Retail?How would you explain Dollar General to someone who is unfamiliar with the retailer?How do you see DG’s role in the food and beverage category? Are your food customers motivated primarily by convenience, value, assortment or some other factor?Given DG’s expansive footprint, how are you using that to make a positive impact when it comes to providing for and serving others?What are some recent examples that illustrate impact?And to further your reach of Serving Others, you’re now offering delivery services, too. Can you expand on that?As you look at the company’s consumables mix, where do you see room for innovation and expansion?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 Emily O'Hara, VP Global Head of Brand and Media at eBay and Lisa Clunie, co-founder & CEO of the agency Joan. This episode focuses on the partnership between an agency and how a relationship with a brand helps develop its long term equity.This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.Find Emily O'Hara on Linkedin at : Find Ebay on Linkedin at : Find Lisa Clunie on Linkedin at : Find JOAN on Linkedin at : Here's what we asked them : Emily - Most people don’t immediately think of eBay in the CPG context. How are you shifting that narrative, and where does eBay fit in the modern commerce ecosystem?Lisa - How do you approach brand storytelling differently for platforms like eBay, where community and culture play such a big role?”Both - What makes the eBay + JOAN partnership successful? How are you aligning around bold ideas while staying rooted in performance? What does success look like for you both? What are the KPIs that matter when you’re balancing storytelling with commerce?Emily - How does brand voice show up on a marketplace like eBay? What does authenticity look like there? Can you share an example where storytelling, brand identity, and commerce came together really well on the platform?Lisa - How do you navigate brand control in a space like eBay, where sellers drive so much of the listing content and experience? What advice do you give them as  you navigate creative?Emily - What insights have surprised you the most about today’s eBay shopper, especially from a CPG or lifestyle brand lens?Lisa - Are there tools or strategies you’ve used to show that non-traditional retail exposure drives long-term brand health?Both - How do you both see the role of marketplaces like eBay evolving in the future of CPG and brand marketing?Lisa – the future is already upon us, AI is here in practice? How does it impact creativity and personalization? Emily – how are you thinking about responsible AI for eBay and ensuring consumer trust as they use the platform?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.