The CPG Guys

The CPG Guys, Sri & PVSB, are joined in this episode by Ashwin Nathan, VP Head of Marketing and Advertising at H-E-B. Founded in 1905, H-E-B operates more than 400 stores in a number of formats and is the #1 food retailer in the Austin, San Antonio, Corpus Christi and Rio Grande Valley markets. It is the largest private company in Texas and one of the 15 largest privately held companies in the U.S.Follow  Ashwin Nathan on LinkedIn at: https://www.linkedin.com/in/ashwinnathan/Follow H-E-B on LinkedIn at: https://www.linkedin.com/company/heb/Follow H-E-B online at: http://www.heb.comAshwin answers these questions:1) So what is this word retail transformation, and how have you been embracing it?2) Since the onset of the pandemic, it feels eCommerce is the word in the room, which does not really encompass omnichannel. please explain omnichannel for us as it pertains to HEB?3) You have been a digital maverick now for quite some time, what unique role does digital play in customer acquisition?4) How is HEB leveraging digital as an asset? When along the path to purchase is it engaging your customers?5) Take us through your own career journey - why digital leadership, why marketing6) In your current role how important is loyalty and how are you leading from the front, differentiating from your competitors?7) UX and conversion go hand in hand - how do you ensure this is the case8) Give us a prediction of what comes next in customer engagement - is it shoppable media? Where should brands & retailers be placing bets?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, Sri & guest host Melisssa Burdick from Pacvue are joined in this episode by Ross McNab, President for North America Advertising at Cardlytics which partners with financial institutions to understand where and when consumers are spending their money. They use these insights to help marketers identify, reach, and influence likely buyers at scale.This is the first of a two part partnership episode series with Cardlytics.Follow Ross McNab on LinkedIn at: https://www.linkedin.com/in/mcnabross/Follow Cardlytics online at: http://www.cardlytics.comFollow Cardlytics on LinkedIn at: https://www.linkedin.com/company/cardlytics/Ross answers these questions:1) Why don’t you start with sharing a bit more about your journey through programmatic advertising and what lessons you’ve drawn from that to guide how you approach advertising at Cardlytics.2)Reputation/Perceived Value in advertising is as important as ever, yes? In your opinion, how has this subsequently impacted the way in which senior leaders think about the role/value of marketing/advertising plays in the broader business strategy, and how has that changed?3)Let’s dig into Cardlytics. What differentiates you? What is Cardlytics edge? Why should a brand work with you vs others?4)What is Cardlytics philosophy for scale : Is it Data or Data Science ? This is a cardinal question within any CPG organization, how do you help drive scale and adoption? 5)Talk to us about the cardlytics ad platform. What tools & solutions does it offer?6)  eCommerce and digital selling is another area that has now become permanent. How do you think this positions with the traditional way of revenue measurement across CPG manufacturers? What are your thoughts around this space - what do you offer? 7)(Sri) What makes your campaign measurement suite different from others? Digital campaigns by default are easier to measure, but what about in-store8) (Melissa) What’s next for Cardlytics? What does the product pipeline look like?Please provide the CPG Guys feedback at http://ratethispodcast.com/cpgguysCPG Guys Website: http://CPGGuys.comInstagram: http://Instagram.com/cpgguysTwitter: http://twitter.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, Sri & PVSB, are joined in this episode by Jeff Lucas, Chief Revenue Officer of Firework, a B2B interactive short form web story video platform for brands to engage and convert their website visitors.This is the first of a two part partnership episode series with Firework.Follow Jeff Lucas on LinkedIn at: https://www.linkedin.com/in/jeff-lucas-76911945/Follow Firework online at: http://firework.tvFollow Firework on LinkedIn at: https://www.linkedin.com/company/fireworkhq/Jeff answers these questions:1) Jeff, please share with us what you do for Firework and your career journey of how you got there2) Please educate our audience as to why live streaming shoppable video is hot? Isn’t China and Korea leading with this already?3) In March, Forbes referred to Firework as the "Decentralized, B2B version of TikTok." Talk to us about that statement. Vincent spoke quite a bit about this as well. What does that mean to you?4) How are brands & retailers leveraging the power of Fireworks offering? What value are they seeing? Notably, we saw the big announcement about your partnership with Albertsons. 5) Talk to us about the core offerings of Firework. Why is this good for CPG and retail? Isn’t retail lower funnel more important here than CPG brands?6) How do you differentiate from perceived competitive offerings? What can clients expect back from you in a partnership in terms of data or insights on performance. What are the metrics?7) Share to us about what’s next for Firework. How do you scale and get the word out that live streaming is super hot and is a huge ROI mechanism?Please provide the CPG Guys feedback at http://ratethispodcast.com/cpgguysCPG Guys Website: http://CPGGuys.comInstagram: http://Instagram.com/cpgguysTwitter: http://twitter.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, Sri & PVSB, are joined in this episode by Vidyotham Reddi- Director of market intelligence and analytics at Mars and Sinan Gurman - SVP of data & analytics at WNS (Holdings) Limited (NYSE: WNS), a leading Business Process Management (BPM) company. WNS combines deep industry knowledge with technology, analytics and process expertise to co-create innovative, digitally led transformational solutions with over 380 clients across various industries. This is the second  of a two part partnership episode series with WNS.Follow Vidyotham Reddi  on LinkedIn at: http://linkedin.com/in/vidyotham-reddi-he-him-61458aFollow Sinan Gurman on LinkedIn at: https://www.linkedin.com/in/sinangurman/Follow WNS online at: http://www.wns.comFollow WNS on LinkedIn at: https://www.linkedin.com/company/wns-global-services/Vidyotham & Sinan answers these questions:1) What are the critical success factors, do’s and don’ts, for developing a Global Data Strategy to enhance the application of Advanced Analytic Methods?2) In your experience, what do you think are the tricks of trade in “Closing the "Research to activation" gap for business users?3) In our First episode with WNS, we spoke about Market Mix Optimization / Budget Allocation / Spends Optimization, whatever you call it.  What is your perspective on this topic Vidyotham? “How should CPG’s better spend their money on these lines?4) Vidyotham, building on the value equation here, in your experience, are Big Data / Analytics investments focused on driving top line or bottom line?5) Sinan, you have been an Analytics consultant and worked with more than 50 Fortune 500 organizations over the years.  What major trends have you seen in the way the Analytics industry has evolved? Or what would you rather see?6) Let’s talk about value pricing a bit. Vidyotham, how does value work in the CPG world today? How effectively do you think it is used as a strategic lever?7) eCom / D2C media and promo budget – Is it marketing? Is it Trade? Where should it fit in the larger schema of things?Please provide the CPG Guys feedback at http://ratethispodcast.com/cpgguysCPG Guys Website: http://CPGGuys.comInstagram: http://Instagram.com/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 Sarah Dajani, VP of Operations at Boosted Commerce, a FBA (Fulfillment by Amazon) aggregator focused on accelerating the growth of beloved consumer brands.Follow  Sarah Dajani on LinkedIn at: https://www.linkedin.com/in/sdajani/Follow Boosted Commerce on LinkedIn at: https://www.linkedin.com/company/boostedcommerce/Follow Boosted Commerce online at: https://boostedcommerce.com/Sarah answers these questions:1) You have a background in food & beverage marketing as well as personal care. Please share with us a bit about your journey and how it led you to Boosted Commerce?What are some of the current market conditions that make FBA aggregation one of the hottest verticals going on right now?2) Please tell us about Boosted Commerce and your unique approach to acquiring beloved consumer brands?3) Why is the CPG space such an interesting opportunity for acquisition? What do you look for when building out a portfolio?5) How do these brands find their way into the Boosted portfolio? Are you seeking them out and, if so, what resources are you using to identify the needles in the haystack?6) What resources & capabilities does Boosted Commerce bring to bear on accelerating these brands that you are acquiring? Why are these often completely new to these brands?7) What are the key components that Boosted Commerce activates against to deliver repeatable success as you acquire & scale these businesses?8) Is the end goal to build a sustainable portfolio of brands, is it to build and sell to a larger manufacturer for their portfolio? Help us understand the end-state a little better.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,  PVSB,  and Fresh 4 co-host Andrea Leigh are joined in this episode by CPG Chief Practice Officer of Fractal, Dipita Chakraborty and Maria Macuare, VP of data & analytics from Campbell Soup Company. This is the second of a two part partnership episode series with Fractal. Fractal is one of the most prominent players in the Artificial Intelligence space. Fractal's mission is to power every human decision in the enterprise and brings AI, engineering, and design to help the world's most admired Fortune 500® companies. Follow Maria Macuare on LinkedIn at: https://www.linkedin.com/in/maria-macuare-59990a3/ Follow Dipita Chakraborty on LinkedIn at: https://www.linkedin.com/in/dipita-chakraborty-4601032/Follow Fractal online at: https://fractal.ai/ Follow Fractal on LinkedIn at: https://www.linkedin.com/company/fractal-analytics/ Maria & Dipita answer these questions:1) Maria, welcome to the CPGGUYS. Can you give us a description of what a day in the life of a VP of data & analytics looks like? 2)Dipita, how did this relationship with Campbell’s find each other and give us an overview of the various value propositions you brought for them?3) Maria, you spent several years with P&G and are an analytics expert in CPG. What attracted you to work with Fractal in the first place? What value are  you getting from the partnership?4) Dipita - for your clients in general what is your approach to getting to analytics that move from reporting to decision ready analytics. What are the most important metrics for a brand5) Maria, how are you handling the COVID disruption? How did it accelerate digital transformation in your company? How did Fractal help you in this journey?6)Dipita, how fast does a client start getting value in the partnership? What happens from day 1 to value delivery? Take us through that journey.7)Maria, how do you see analytics supporting data to activation journey in an omnichannel world? What keeps you awake at night?8)Dipita, Give us a peek under the hood into your management team. Who leads this company, what are the competencies and how is it run everyday?Please provide the CPG Guys feedback at http://ratethispodcast.com/cpgguysCPG Guys Website: http://CPGGuys.comInstagram: http://Instagram.com/cpgguysTwitter: http://twitter.com/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 Jordan West, CEO of Mindful Marketing and host of the popular "Secrets of Scaling Your eCommerce brand" podcast.Follow  Jordan West on LinkedIn at: https://www.linkedin.com/in/jordan-west-marketer/Subscribe to his podcast at: https://podcasts.apple.com/us/podcast/secrets-to-scaling-your-ecommerce-brand/id1480733021Follow Mindful Marketing online at: https://mindfulmarketing.co/This episode is also available on Jordan's podcast.KEY TAKEAWAYS FROM THIS EPISODE•Ads cannot only be the drivers of a business. Shift from being ad-driven to community-driven.•Selling in wholesale or retail is another marketing channel for your business if you are in eCommerce.•Your business should have a margin to get into wholesale. If not, get a new product or product line to give you that margin.•Most sales are still happening in the physical world, even in pandemic times. You need that to scale.•Facebook doesn’t allow for the kind of robust attribution that so many mechanisms, particularly digital media, allow.•Facebook is still highly in demand, but Google gets you much closer to the attribution model retail media provides.•QR codes are transforming the ability of brands, in whatever form, to communicate in both directions.•The CPG brands can be very slow to react, and they have a very structured budgetary process, and it’s going to be challenging for them to catch up. •The brands that do catch up are going to be the ones to succeed. The ones that don’t will soon start to see their brick-and-mortar shares fall.•Consumers are going to start losing their trust in the traditional brands that they’ve been used to. It’s bad for the brand, but it’s bad for the consumers as well.•The skills required in succeeding in digital is somewhat evolved and different from winning in a store model.•Everyone in CPG should start becoming proficient in CPC (cost per click) and ROAS (return on ad spend).•To scale effectively, understand that you need to have all the elements of the experience to give your consumers the confidence to make purchase decisions. Please provide the CPG Guys feedback at http://ratethispodcast.com/cpgguysCPG Guys Website: http://CPGGuys.comInstagram: http://Instagram.com/cpgguysTwitter: http://twitter.com/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 Liz Buchanan and Harvey Ma from NielsenIQ, the leader in providing the most complete, unbiased view of consumer behavior, globally.NielsenIQ has partnered with The CPG Guys to discuss their new omnichannel measurement solutions OmniShopper and OmniSales and how they help brands and retailers get a more complete picture of omnichannel retail. They also share with us the news that NielsenIQ has acquired 2 companies to help further enhance their omnichannel capabilities: Data Impact & Rakuten Intelligence.Follow Liz Buchanan on LinkedIn at: https://www.linkedin.com/in/liz-buchanan-35b2007/Follow Harvey Ma on LinkedIn at: https://www.linkedin.com/in/harveyma8/ Follow NielsenIQ online at: http://www.NielsenIQ.comFollow NielsenIQ on LinkedIn at: https://www.linkedin.com/company/nielseniqPlease provide the CPG Guys feedback at http://ratethispodcast.com/cpgguysCPG Guys Website: http://CPGGuys.comInstagram: http://instagram.com/pvsbondTwitter: http://twitter.com/cpgguysLinkedIn: http://www.linkedin.com/company/cpgpodcastMedia Kit: http://tinyurl.com/cpgguysmedia 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. 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 Josh Blacksmith, Senior Director of Global Consumer Relationships & Engagement at Kimberly-Clark, a manufacturer of household paper and personal care products.Follow  Josh Blacksmith on LinkedIn at: https://www.linkedin.com/in/josh-blacksmith/Follow Kimberly-Clark on LinkedIn at: https://www.linkedin.com/company/kimberly-clark/Follow Kimberly-Clark online at: https://www.kimberly-clark.com/en-us/Josh answers these questions:1) Let’s start with a broader industry perspective. What are some of the emerging consumer relationship capabilities that have your interest and how are data, creative and technology enabling them? 2) How do you think about investing against these capabilities? Where do you see brands making trade-off and sourcing funding from traditional investment areas?3) The pandemic had a profound impact on brand loyalty as product availability was severely challenged. Switching became a necessity to ensure consumers could satisfy their needs. What best-in-class examples come to mind in how brands effectively managed consumer relationships to minimize the negative impact on share of wallet during the last 1.5 years? What categories do you still see facing this challenge?4) How important is first-party consumption data to the art of consumer relationships? How do brands go about sourcing this information? Are retailers a viable source and what limits do they typically present? Assuming you can source it, what are some of the core applications for this data?5) Retail media is all the rage in the CPG industry. Brands are rapidly expanding or reallocating budgets to invest in Walmart Connect, Amazon Advertising, Kroger Precision Marketing, Instacart and the like. Are they all “walled gardens?” How, if at all, do these closed loop platforms provide brands with opportunities to build consumer relationships. Are there specific capabilities you are hoping will emerge in these platforms to assist brands in enabling consumer relationships?6) Are marketing mix analytics still all-encompassing and relevant in today’s unified commerce environment? How does consumer experience play into brand KPIs?7) DTC is a serious consideration for CPG brands. This is a major challenge for perishable manufacturers. But even for non-perishable goods, investing against the supply chain capabilities can be very daunting for organizations designed to ship pallets to retail warehouses. KCC has taken a different approach, partnering with Shoppable. We previously had Shoppable’s CEO Heather Marie udo on our podcast. What has been the appeal to KCC for this CX?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, Sri & PVSB, are joined in this episode by Doug Miller CEO and Alan Lindsay VP of Product Management  at PSignite which uses AI, IoT and blockchain to guild applications on Salesforce Clouds to provide clients with workflow-driven solutions with deep analytics.This is the second of a two part partnership episode series with PSignite.Follow Doug Miller on LinkedIn at: http://linkedin.com/in/dmiller722Follow Alan Lindsay on LinkedIn at: http://linkedin.com/in/alanlindsayFollow PSignite online at: http://psignite.com Follow PSignite on LinkedIn at: https://www.linkedin.com/company/psignite/To watch the full episode: http://info.psignite.com/podcast-interviews Doug & Alan answers these questions:1) Doug, what is your role at psignite and how was this company born. What is the inspiration?2) Alan, briefly describe your role and talk to us about the various offerings psignite has for those wishing to leverage the salesforce platform?3) Decompose AI, IOT, ML for our audience - why does it matter for the CPG industry? 0n 4) How does all of this connect with the sales force platform? 5) How do you add value in the retail funnel? How are your solutions connected to the shopper?6) Analytics is the holy grail of decision making. What does psignite specifically provide to enable decision making for CPG, especially through the planning process?7) Are you doing pilots yet? What category is ideal for a pilot? Should our listeners be interested & how do they follow up for a pilot. I hear you have a no risk impact assessment ? 8) Talk to us about the ROI of working with you. How is it measured? What metrics can be established to ensure the ROI?9) Let’s get into optimizer CG.who is the target audience at a CPG brand? Decompose why this adds value and how psignite developed it?10) What’s next for psignite? What does the pipeline look like? How are you planning to grow?Please provide the CPG Guys feedback at http://ratethispodcast.com/cpgguysCPG Guys Website: http://CPGGuys.comInstagram: http://Instagram.com/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.