The CPG Guys – Details, episodes & analysis

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. 

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
Rhea Raj’s Website: http://rhearaj.com
Lara 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 Brian Monaghan, SVP/Head of Albertsons Media Collective, the retail media division of the Albertsons Companies.

Find Brian on Linkedin at: https://www.linkedin.com/in/brmonahan/
Find AMC on Linkedin at: https://www.linkedin.com/company/albertsons-media-collective/
Find AMC online at: https://albertsonsmediacollective.com/

Here's what we asked Brian:

1. What led you to join Albertsons Media Collective, and how do your past experiences (at Dentsu, Pinterest, Walmart etc.) inform your vision here?
2. What is your overarching mission for Albertsons Media Collective over the next 3-5 years?
3. How do you define success for Albertsons’ retail media—beyond revenue like category growth or household penetration?
4. Albertsons recently introduced a new “media toolkit” for CPG partners. How do you see this evolving, and what are the biggest learnings so far? 
5. How does the “collective growth” mindset, you have spoken of, translate into concrete programs or incentives for advertiser partners? 
6. What are the major obstacles in full funnel closed-loop measurement and attribution in grocery / retail media, and how is Albertsons tackling them?
7. How is Albertsons leveraging tech innovations (e.g. AI, machine learning, predictive analytics) to improve targeting, personalization, and measurement?
8. How do you foster collaboration with advertisers to not just run campaigns but jointly drive category growth?
9. How is Albertsons organized internally such that the media collective is aligned with merchandising, operations, digital, stores etc.? What are the biggest coordination challenges?
10. What kind of investments (talent, tech, partnerships, infrastructure) are you making to scale Albertsons Media Collective?
11. As RMNs seek to break out of the current dominance of the 2 biggest platforms, what are the biggest risks you see for retail media in the next couple of years (regulatory, economic, competitive, technological)?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SHeCCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara 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 Zach Dennett, VP Merchandising for Consumer Health and Wellness, and Supplemental Benefits at CVS Pharmacy, the Front-Of-Store Retail Business Unit of CVS Health. 

Follow Zach on LinkedIn at: https://www.linkedin.com/in/zacharydennett/ 

Follow CVS Health online at: http://cvshealth.com

Follow CVS Health on LinkedIn at: https://www.linkedin.com/company/cvshealth/

Zach answers these questions:

1. Since stepping into your current role in March 2024, what has been your primary focus within Consumer Health & Wellness front of store merchandising at CVS Health?
2. CVS emphasizes seamless omnichannel experiences. What are key milestones in merging in-store and digital merchandising? 
3. With around 60 million digitally engaged customers, what are the biggest learnings about how digital influences in-store purchases in your category?
4. What qualities do you look for in emerging brands seeking merchandising partnerships with CVS Health?
5. CVS stores have shoppers coming for Rx, for OTC and even primary healthcare needs. How do you work with the other business owners within CVS Health to ensure your shoppers get the care that they need and how do brands play a role in this process?
6. Could you share how your merchandisers interact with CVS Media Exchange to ensure that brands connect with your consumers in the path to purchase?
7. What role does behavioral insights via loyalty data (e.g., ExtraCare insights) play in determining your merchandising strategies? 
8. In other statements, you’ve noted younger generations trust influencers over experts. How does this affect product merchandising strategy? 
9. How do you see CVS’s merchandising role evolving over the next 3–5 years amid innovations like “instant commerce”?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
Rhea Raj’s Website: http://rhearaj.com
Lara 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 Hunter Poole, VP of brand partnerships with Acorn - a social media partnerships agency. Hunter discusses today's social media vehicles, their roles for brands and where we are as an industry with digital leadership in this space.

Follow Hunter Poole on Linkedin : https://www.linkedin.com/in/hunterpoole/
Follow Acorn on Linkedin : https://www.linkedin.com/company/acorn-an-influence-company/
Find Acorn online : https://acorninfluence.com/

To register for the CPG industry's first exec ed program on retail media at Cornell : https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/

We discuss :
Tiktok, Facebook, Instagram, Reels, consumer attention, social influencers and their roles for brands. Where this fits in retail media.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara 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 by independent consultant Brittain Ladd. This is Britain's 3rd appearance on the show. We recorded this on Dec 10 and this is about as real time a topics and an episode could be.

Follow Brittain Ladd at : https://www.linkedin.com/in/brittainladd
Follow and subscribe to 'No retreat, no surrender' : https://www.linkedin.com/newsletters/no-retreat-no-surrender-6929753812693901312/

To register for the CPG industry's first exec ed program on retail media at Cornell : https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/

Here's what we asked him :
1. Campbell's leadership changes.
2. Kroger - Albertson's next steps.
3. Space planning obsoleteness?
4. Mondelez & Hershey?
5. Walmart built for 2030?
6. Walgreens may be acquired?
7. Supply chain and AI.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara 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 by Karen Satterlie, Director of eCommerce Marketing & Shopper Marketing at Henkel, Melissa Burdick, president of Pacvue & Barbara Connors, VP Strategy & Acceleration at 84.51 a division of Kroger. The episode was recorded in Las Vegas at Groceryshop 2024.

This episode is sponsored by 84.51.

Follow Karen Satterlie on LinkedIn here: https://www.linkedin.com/in/karensatterlie/
Follow Melissa Burdick on LinkedIn here: https://www.linkedin.com/in/melissaburdick/
Follow Barbara Connors on LinkedIn here: https://www.linkedin.com/in/barbara-connors-10312810/

Follow 84.51 on LinkedIn here: https://www.linkedin.com/company/84-51/
Follow 84.51 online here: https://www.8451.com/

1) Given the decline volume CPGs are currently facing, How is Henkel focused on bring consumers to your brands in an omnichannel way?
2) If planning needs to start at the top with the brand, do sales teams need to work in an omnichannel way as well?
3) Is “retail media” media?
4) How does inspiration drive brand loyalty?
5) How is value defined by shoppers?
6) How is the balance of power between brands & retailers shifting in the era of retail media?

For the Cornell Retail Media Strategy Executive Education program, click here

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com

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 Michael Mosser, VP of Categories at Walmart Marketplace, Sarah Ray CEO or Arbitrage Ave & Charles Leslie CEO or Side Hustle Network.

This episode from recorded at the 2024 Walmart Marketplace Seller Summit.

Follow Michael Mosser on LinkedIn here: https://www.linkedin.com/in/michaelmosser/
Follow Walmart Marketplace on LinkedIn here: https://www.linkedin.com/company/walmart-marketplace/
Follow Walmart Marketplace online here: https://marketplace.walmart.com/

We asked Michael these questions:

1. Your journey took you through HSN, ebay & walmart - take us through the years after graduation and what led you to be here at Walmart?
2. How different is your category role in the seller marketplace compared to a merchant dealing with 1P vendors? Do you interact with the merchants and share ideas? How does this work?
3. What tactics do you recommend to sellers on the marketplace and how do you help them scale?
4. What is the role of walmart connect and how do you partner with Ryan Mayward's team?
5. How do you quantify success in the marketplace and what metrics do you share back to sellers to help them develop?
6. What are compelling reasons a brand should consider 3P vs 1P and be on your platform?
7. How do you partner with WFS and what role does WFS play in the development of a seller?
8. Finally, give us your view point on what the future holds for sellers on the marketplace - can we dream of a day where it's bigger than 1P?

We asked Charles & Sara these questions:

1. Charles - tell us about sidehustlenetwork, how did you and Trista come up with the idea? Does Ebay come to mind?
2. Sarah - let’s do the same, tell us all about what Arbitrage Ave is and does. How did you come up with the idea?
3. Sarah - your IG profile says busy mom with an ecomm biz, how did you leverage IG to scale when the largest brands are still shy of social media.
4. Charles - what do you sell on the platform, give us examples, and how to customers find you first on walmart marketplace?
5. Sarah - what tactics do you leverage and recommend for other sellers on the marketplace - does walmart connect play any role?
6. Charles - how do you use data from the platform or other sources to inform your decision on the marketplace?
7. Sarah - what makes a seller elite on the marketplace, not just scale but be a top seller?
8. Charles - how do you leverage tiktok and scale?

For the Cornell Retail Media Strategy Executive Education program, click here

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com

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 Nancy Winé Head of Grocery at Amazon Ads & Jenny Burke, Director Global Video strategy & GTM at Amazon Ads. This episode was recorded in Austin TX at Amazon unBoxed.

Follow Nancy Winé on LinkedIn here: https://www.linkedin.com/in/nancy-wine-6518689a/
Follow Jenny Burke on LinkedIn here: https://www.linkedin.com/in/jenny-burke-9859173/
Follow Amazon Ads on LinkedIn here: https://www.linkedin.com/showcase/amazon-ads-partners/
Follow Amazon Ads online here: https://advertising.amazon.com/

Nancy & Jenny answer these questions:

1) Earlier this year, Amazon held its first ever Upfronts event in NYC, showcasing top new entertainment content and innovation across Amazon ad solutions and tools. Tell us more!
2) With younger audiences like adult Gen Z and Millennials navigating a fragmented media landscape, how does Amazon Ads help brands cut through the noise to effectively reach and engage these consumers?
3) How is Amazon Ads helping brands move beyond linear TV advertising and connect with younger audiences?
4) How has full-funnel ad strategies including video helped grocery brands drive sales growth?
5) What should grocery brands expect from the future of ad-supported streaming?
6) How is Amazon innovating in the streaming space?
7) Anything else you would like to share with us?

For the Drug Store News issues summit HBC awards : email contact@cpgguys.com or click here
For the Cornell Retail Media Strategy Executive Education program, click here

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com

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 by Stacie Medley, Sr Director of Integrated Media & Agency Relations at Kimberly-Clark & Meggie Giancola, SVP of CPG at Epsilon.

This episode is sponsored by Epsilon.

Follow Stacie Medley on LinkedIn here: https://www.linkedin.com/in/stacie-medley-6529507/
Follow Kimberly-Clark on LinkedIn here: https://www.linkedin.com/company/kimberly-clark/

Follow Meggie Giancola on LinkedIn here: https://www.linkedin.com/in/meggie-giancola/
Follow Epsilon on LinkedIn here: https://www.linkedin.com/company/epsilon/
Follow Epsilon online here: https://www.epsilon.com/us

Kimberly & Meggie answer these questions:

1. Take us through your own careers and how you got to the respective roles you are at today?
2. Would love to hit up the topic of leadership - both of you lead important outcomes for your companies and for the consumer in our industry. What does that word mean to you and how do you value leadership?
3. When did you two start working together - what is the strength of the partnership between both of the brands and what do you count on from each other?
4. Drumroll for our favorite topic itself - retail media. What’s new, what’s changed and what’s evolving in your partnership that delivers for the consumer and for the retailer?
5. The omnichannel world is 24-7 and 360 in terms of how she connects, how she shops, where she discovers and where she browses - shopping baskets are very fragmented. How does Epsilon help build a consistent view of consumers, showing her connections cross channel?
6. Stacie, as the Integrated Media Lead (IML) at a company with a number of the most beloved brands in the world, what advice do you share with your brand partners to build connections with consumers that last?
7. Meggie - you use the sentence ‘were all humans first’ - what does this mean in business everyday? Stacie - do you have your own version of this?
8. Finally, let’s ask you both to look future forward. What trends are you both following and coaching others to follow? 

For the Drug Store News issues summit HBC awards : email contact@cpgguys.com or click here
For the Cornell Retail Media Strategy Executive Education program, click here

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com

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 Melissa Emerich, Chief of Staff + Director of Strategy & Revenue for AD Retail Media at Ahold Delhaize USA. This episode was recorded on the Techtalks Stage at Groceryshop 2024.

Follow Melissa on LinkedIn here: https://www.linkedin.com/in/melissa-emerich-25707536/
Follow AD USA Retail Media on LinkedIn here: https://www.linkedin.com/company/ad-retail-media-usa/about/
Follow AD USA Retail Media Online here: https://www.adretailmedia.com/p/1

Melissa answers these questions:

1) What are the primary objectives of AD Retail Media? What are updates since Bobby joined us back in Dec 2022?
2) What are standard KPI’s that a brand can expect with you? What does every campaign report back on for the brand to feel it got ROI in its investment?
3) IAB has begun the process of establishing some standards, but this is largely open space. How do you feel about standardization of measurement across our industry?
4) What constitutes a successful campaign with AD Retail Media - what elements are a must have from a brand/vendor perspective?
5) How developed is AD Retail Media with offsite partners?
6) What’s the latest on the digital evolution in-store?
7) There’s an inherent focus on national players, but based on ADRM’s local brand power, clearly regional networks have a lot to offer. Can you talk a little more about that?
8) How do you account for AD Retail Media with brand partners - is it JBP alone exercise or do you take another approach.
9) What trends are you following in the RMN space as it relates to the next wave of what consumers are adopting? Is it CTV or something else?

For the Drug Store News issues summit HBC awards : email contact@cpgguys.com or click here
For the Cornell Retail Media Strategy Executive Education program, click here

For the Drug Store News issues summit HBC awards : email contact@cpgguys.com or click here
For the Cornell Retail Media Strategy Executive Education program, click here

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

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.