Episodes
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Can you share some insights into how the evolution of eCommerce has impacted the strategies and approaches in shopper marketing, particularly within the CPG/FMCG sector?
Given the proliferation of digital advertising channels, including retail media, how does your agency approach crafting effective campaigns that resonate with consumers in an omnichannel retail landscape?
With your extensive experience in media planning, could you elaborate on the role of data and technology in informing decision-making processes, especially in the realm of retail media?
In an era where media consumption habits are constantly evolving, how do you ensure your team stays ahead of the curve in terms of media training and adaptation to emerging trends in advertising and retail media? -
Can you share a specific example from your experience at J&J, Coke, or General Mills where applying strategic thinking led to a notable success in brand positioning or marketing execution?
Your marketing training emphasizes fundamentals like strategic thinking and brand analytics. How do you adapt these fundamentals to the evolving landscape of digital marketing and changing consumer behaviors?
In your book "Beloved Brands," you discuss building brands that consumers love. Can you elaborate on a case study or practical advice from the book that our listeners, particularly those in the CPG industry, could apply to enhance their brand building efforts?
Given your extensive experience in leading marketing teams for iconic brands, could you share a challenging situation you encountered and how you navigated it to ensure the team produced exceptional work that drove business growth? -
Missing episodes?
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E-commerce Evolution in CPG: In your experience with major brands like Reckitt and Coca-Cola, how have you seen e-commerce strategies evolve in the CPG industry over the years, especially in the context of health and wellness products? Could you share insights on how these strategies differed from traditional retail approaches?
Digital Marketing Innovations: Throughout your career, you've been at the forefront of digital marketing and campaign strategies. What are some of the most innovative digital marketing tactics you've implemented, and how have they transformed the way CPG brands engage with their consumers online?
Cross-Functional Leadership: Leading a team of cross-functional members requires a unique blend of skills. Can you discuss how you've fostered collaboration and innovation within your teams, and how this has impacted business growth and digital transformation in the companies you've worked with?
Future Trends and Challenges: Looking ahead, what do you see as the next big trend or challenge in e-commerce for the CPG sector? How should companies prepare to adapt to these changes, particularly in the context of health and personal care products?
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Given your role as an early adopter in the eCommerce channel and your focus on staying ahead of emerging trends, can you share a specific instance where your willingness to embrace new opportunities had a significant impact on advancing your organization within the consumer goods landscape?
Could you elaborate on how your commitment to ongoing learning influences your leadership style? Additionally, how do you instill a culture of continuous growth within your team, ensuring they stay updated on the latest industry trends and advancements?
Having held significant consumer goods retail channel sales leadership roles, how do you balance the traditional retail channel strategies with the demands and innovations of the eCommerce space? Can you share insights on effectively navigating and integrating these two distinct aspects of the consumer goods industry?
As a lifelong learner, how do you ensure that you and your team stay updated on the latest industry trends and advancements? Are there specific learning methodologies or resources you find particularly valuable in staying informed and enhancing your skillset within the dynamic field of consumer goods?
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With experience spanning e-commerce, digital, key accounts, retail marketing, shopper marketing, indirect trade, and cross-functional projectsacross different geographies, how do you approach adapting your skills and strategies when moving between such diverse roles within the CPG industry?
Having led diverse teams of managers, what leadership principles have you found most effective in fostering collaboration and driving high performancewithin your teams? Can you share a specific challenge you faced as a leader and the strategies you employed to overcome it?
Your background highlights excellence in execution. Can you share a project or initiative where your focus on execution played a pivotal role in achieving outstanding results for a CPG brand? What were the key factors that contributed to the success of that particular execution?
Having worked in different geographies and countries, how do you leverage your global experience to develop and implement effective strategies in the ever-changing CPG landscape? Can you provide insights into the importance of understanding local nuances while maintaining a global perspective in the industry?
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Reflecting on your time at The Citadel, how do you believe the institution's emphasis on discipline and honor has influenced your leadership style and decision-making throughout your military career?
What were some of the key leadership challenges you encountered while commanding 1st Tank Battalion and how have these experiences shaped your leadership approach and growth as a military leader?
As a graduate of The Citadel, how do you perceive the institution's role in shaping future leaders, particularly in instilling values such as discipline, integrity, and service? Don't want to restrict this to just the military – our young Alumni are in high demand and I have some theories why
Considering our shared alma mater at The Citadel, how do you assess the institution's adaptation or consistency in upholding its values and training methods over the years, and how has this impacted the development of military leaders? I will focus my response on the character crisis in this country and how The Citadel develops character as the cure.
Your Book: Marine Maxims: Turning Leadership Principles into Practice (Scarlet & Gold Professional Library) .
Could you share what inspired you to publish a book and how did it come about? Your book has 50 lessons about turning principles into practice, any of those resonate within the Corps of cadets?
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Could you share with us some of the key insights into the evolving landscape of supply chain recruitment and the challenges that companies face today when it comes to hiring the right talent?
A large portion of our works within CPG and they are keen on staying competitive in a rapidly changing market. How can they leverage innovative recruitment strategies and talent acquisition methods, especially in the supply chain sector, to gain a competitive edge and address the unique challenges they face?
The CPG industry often deals with complex and diverse supply chain networks. Could you share insights into how companies can ensure diversity, equity, and inclusion within their supply chain teams, and how this can positively impact their business outcomes in the consumer goods sector?
Building CS Recruiting from the ground up and scaling it to a ~40-person team is an impressive achievement. Could you walk us through the strategies you implemented to foster sustainable growth and offer advice for aspiring entrepreneurs looking to achieve similar success?
You recently emphasized in a social post the importance of viewing a group of people working together as a team rather than a family. Can you share some specific strategies or experiences from CS Recruiting that have helped foster a strong sense of teamwork among your employees?
You made a compelling point in your recent post about DEIB (Diversity, Equity, Inclusion, and Belonging) being not just a moral imperative but also a smart business strategy. Could you elaborate on how organizations can effectively incorporate diversity, inclusion, and belonging into their business practices to benefit both their employees and their bottom line?
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Your journey from studying physics and doing software development to becoming CEO of Grocery TV is quite unique. How have these diverse experiences influenced your leadership style and strategic decision-making at Grocery TV?
Grocery TV has seen significant growth by focusing on digital in-store media in key areas of grocery stores. Can you elaborate on how this focus has driven your success and what future strategies you have planned for expanding this platform?
You’ve mentioned the increasing importance of place-based retail inventory for advertisers, especially in the context of the grocery shopping mindset. How do you see this trend evolving, and what impact do you think it will have on retail and advertising industries?
You highlighted some standout place-based media campaigns, like the Land O’Lakes cheese advertisement. What do you think makes a place-based media campaign truly effective and memorable, and how does Grocery TV contribute to creating such impactful campaigns?
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You've been recognized as a leader in Digital, with accolades like being part of The Lead Top 60 in Digital U.S. and receiving nominations from DRUM & Glossy. How do you believe your experiences and expertise have contributed to shaping the digital landscape within the Consumer Packaged Goods (CPG) industry, and what trends do you foresee shaping the future of digital strategies for CPG brands?
Your career has seen a shift from data for insight to data for growth, driving enterprise-wide impact. Can you share a specific example of how leveraging consumer data strategically led to a significant business growth or transformation, and what key lessons did you extract from that experience?
With your expertise spanning various digital realms, including DTC, Marketplace, and Social Selling initiatives, how do you stay ahead of emerging trends and technologies in these areas? Can you provide insights into how your forward-thinking approach has contributed to staying competitive and innovative within the ever-evolving digital landscape?
With your extensive expertise across DTC, Marketplace, Omnichannel, and Social Selling initiatives, how do you navigate the unique challenges and opportunities presented by each channel within the CPG space? Can you share insights into developing a cohesive strategy that leverages the strengths of these different channels to maximize overall brand impact?
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Innovation in eCommerce and Digital Marketing: In your experience, what have been the most significant changes in the landscape of eCommerce and digital marketing in recent years, and how have you adapted these changes at Rocketbook to maintain a competitive edge?
Leadership in Organizational Change: You’ve emphasized the importance of people leadership and organizational effectiveness in your career. Could you share an instance where your leadership significantly impacted organizational change, particularly in embracing digital transformation?
Strategy Behind Rocketbook’s Success: As the General Manager at Rocketbook, you’ve been responsible for growing a new category with smart reusable notebook innovation. Can you elaborate on the strategies you implemented to make Rocketbook a global household brand, particularly in merging the physical and digital writing experience?
Future Trends and Predictions: Looking forward, what emerging trends do you foresee in eCommerce and digital marketing, and how is Rocketbook preparing to adapt to these future changes? Additionally, how do you envision the role of women leaders evolving in this space?
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Could you elaborate on how data is revolutionizing the way CPG companies approach retail media? What are some data-driven strategies that are proving to be game-changers?
Can you elaborate on why these specific methodologies are crucial for Albertsons Media Collective? How does Albertsons Media Collective's approach to measurement transparency directly benefit your CPG clients?
What are some of the challenges you foresee in getting other Retail Media Networks (RMNs) to adopt similar standards for measurement transparency? Opportunities? Could you share some behind-the-scenes insights into the research and collaboration that went into creating this comprehensive guide? What was the most surprising finding during your research?
What trends do you see emerging in the CPG advertising landscape, especially in the context of digital transformation and data analytics?
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With the rebranding to Shipt Media™ and the introduction of new media assets and analytics, what are the key changes brands like Kraft Heinz, Unilever, and Target can expect? How will these changes enhance their advertising and customer engagement strategies?
What are you hearing from brands when you engage with them on the platform? What are some of the key things they’re looking for when considering how to invest their dollars?
Shipt Media has doubled its ad products in the market over the past year. Could you elaborate on some of these new ad products and how they are tailored to meet the evolving needs of your partners?
The partnership with Criteo is highlighted as a significant step towards standardized analytics. Can you discuss how this collaboration has expanded campaign performance insights for your brand partners and what this means for the future of retail media analytics?
Shipt boasts a uniquely loyal audience that spends significantly more annually compared to the average omnichannel shopper. What strategies have been most effective in building this loyalty, and how does Shipt Media plan to leverage this to provide value for both customers and brands?
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CPG Transformation through Shopper Insights: In your current role as Global Director of Shopper & Channel Insights at Coca-Cola, you're at the intersection of consumer behavior and retail strategy. Could you share an example where your insights have led to a game-changing strategy in the CPG industry?
Brand Localization in CPG: You've had the unique opportunity to manage both global and local brands across different continents. How do you adapt global CPG brands like Fanta, Sprite, and Schweppes to local markets, and what challenges have you encountered?
Innovation in CPG: With your certifications as an Innovation Ignitor Black Belt and a Well-Being Champion, how do you bring innovative thinking into the CPG space? Can you share an instance where this led to a breakthrough in product development or marketing?
AI applications in CPG: would love to touch base here on how we should be looking at AI application in the insights field and the importance of using the right language/setting the right expectations from design to implementation
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Digital Transition & Target Partnership: Your recent venture with Flywheel Digital on Target.com seems to be a pioneering effort in offering a comprehensive suite of full-service digital offerings. Can you share the journey behind this initiative and how it’s set to redefine the digital marketplace for brands?
SOV Measurement & Optimization: In the context of Share of Voice (SOV) Measurement and Search Optimization mentioned in your post, could you explain how these elements intertwine to boost a brand’s performance on digital retail platforms like Target.com?
Walmart’s Omni 5.0 Specifications: You highlighted Walmart’s new Omni 5.0 specifications and its impact on content quality scores. Could you shed some light on the key changes under these specifications, and how brands can adeptly navigate them to maintain a competitive edge?
Retail Enablement Strategy:With your mention of Corey Hammond, VP of Retail Enablement, it seems there’s a substantial emphasis on retail enablement strategies. Can you elaborate on the principles of retail enablement and how it’s evolving in the digital landscape, especially in the context of Flywheel Digital’s approach?
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Investment Significance: "Retail media is becoming a critical component of the marketing mix, with spending expected to more than double from $45B in 2023 to $107B in 2027. From your perspective, why has retail media become such an essential investment for CPG companies today?"
Key Metrics for Success: "As companies ramp up their investments in retail media, what are the key metrics they should focus on to ensure they're making data-driven decisions? How do these metrics align with the solutions your company provides?"
Impact Measurement: "Your company emphasizes the importance of measuring the impact of each dollar spent on incremental sales. Can you walk us through how your platform helps CPG companies make data-driven decisions? What sets your measurement tools apart in this increasingly competitive landscape?"
Predictive Analytics in Budget Planning: "You offer predictive tools that allow companies to plan their budgets for profitable growth. How do you see predictive analytics evolving in the retail media space, especially with the ePenetration rate and retail media spend both on the rise?"
Test and Learn Approach: "Your 'Test and Learn' feature allows companies to simulate future incremental sales. Can you share a case study or example where this approach significantly influenced a CPG company's strategy and led to measurable success?"
Channel and Campaign-Level Insights: "Your solutions offer the ability to plan out different investment scenarios at both channel and campaign levels. How do you recommend CPG companies balance their investments across various channels to maximize ROI, given the rapid growth in eCommerce and retail media spending?"
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With your extensive experience in the eCommerce space across various CPG companies, can you discuss the main challenges and opportunities in the sector as it continues to evolve and grow?
As a leader in the CPG industry, you have witnessed the rise of direct-to-consumer (D2C) business models. Can you share your thoughts on the impact of D2C on traditional retail channels, and how CPG brands can adapt to this shift?
You have experience in developing eCommerce capabilities and strategies for different organizations. What are the key factors to consider when implementing a successful eCommerce strategy, and how do these factors vary across different CPG sectors?
As the global eCommerce landscape continues to evolve, what emerging technologies or trends do you believe will have the most significant impact on the CPG industry, and how can companies leverage these advancements to stay competitive?
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Can you elaborate on how the pandemic pushed marketplace control issues to the backburner for many brands? What were the primary challenges faced by these companies, and how did this affect their operations and sales strategy?
Some brands have been reluctant to cut off any distribution even if the distributors might be reselling their products on the marketplace due to post-pandemic sales slumps. Can you speak to the risks and rewards of this strategy, and what you believe a healthier approach might be?
One of the reasons that brands struggle with implementing marketplace control solutions is the difficulty of measuring the negative impact of practices like price matching and loss of brand control. Could you share some insights or potential methods to quantify these impacts and convince internal skeptics?
How do marketplace control measures affect internal sales teams, particularly when it comes to their compensation and future opportunities? How can brands mitigate these negative impacts while still maintaining control over their marketplace distribution?
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Retail Media Ecosystem -- "Given your expertise in the CPG sector, how do you see the role of retail media evolving? Can you share an example where leveraging retail media has significantly impacted your brand's performance?" Data Utilization in Retail Media -- "Retail media offers a wealth of data for advertisers. How have you successfully integrated this data into your marketing strategies to drive ROI, and what challenges have you encountered?" Investment Strategies in Retail Media -- "With Retail Media being an approx. $50 billion category and 63% of retailers expecting increased brand investments, how are you adjusting your investments in this space? How are you working with brands to enable/guide them….as 44% who have created an entirely new marketing budget for it?" Budget Allocation Trends -- "The data shows various ways brands are shifting their budgets towards retail media. Which of these resonates most with your strategy? Are you among the 42% who have shifted from non-retail media specific digital marketing budgets, or perhaps among the 23% who are not investing in new retailer media networks?" Consumer Behavior -- "The pandemic has led to significant shifts in consumer behavior. How have these changes influenced your product development and marketing strategies, particularly in the digital space?" Leadership in CPG -- "Leading in the CPG industry comes with its unique set of challenges and opportunities. Could you share a pivotal leadership moment in your career that had a lasting impact on your approach to business?"
Nerdy retail media information can be found here….
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How are you and the team at Incremental approaching the question of budgeting for brands that you all work with?
Why does it seem like such a challenge today in the world of retail media?
How is Incremental approaching the measurement of retail media, given all of the puts and takes you and I just discussed?
Why do you think incorporating non retail media into the model is important?
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Retail/Commerce Media has emerged as the fastest-growing digital advertising channel. What are the key factors that differentiate it from other advertising channels, and what do you believe is driving its rapid growth? Does the current trajectory of Retail/Commerce Media align with the initial expectations and hype surrounding its potential?
With the exponential growth of Retail/Commerce Media as a digital advertising channel, what specific attributes or capabilities make it stand out from other forms of media? From your perspective, does Retail/Commerce Media live up to the hype in terms of delivering effective results and providing value for marketers and advertisers?
How do Commerce Media platforms, with their closed loop attribution and ability to turn ad spend into cost of goods sold (COGS), offer unique advantages in addressing signal loss and driving performance for marketers, particularly in the face of recessionary concerns? How can CPG brands effectively utilize these advantages to optimize their advertising strategies and achieve meaningful results?
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