Podcast
CPG Insiders
Hosted by Mark Young, Justin Girouard · EN
CPG Insiders brings the insights and expertise that Jekyll & Hyde has gained and leveraged across more than two decades in the advertising business, becoming the top agency in the country for CPG challenger brands. On the podcast, host Mark Young (agency CEO and Chairman), along with co-host Justin Girouard (Vice President), answer the questions that our clients most often ask about creating better marketing campaigns.
They offer useful perspectives and insider information on creative and media strategies, product packing, retailer needs, trends, traps to avoid and more about what it truly takes to succeed at retail.
25episodes
Episodes
Newest firstAll episodes
Scaling DTC Without Breaking Cash Flow
Feb 1100:33:23Tap to summarizeIn this episode of CPG Insiders, Dr. Mark Young and Justin Girouard tackle one of the most common—and most misunderstood—questions in direct-to-consumer marketing: How do you budget for DTC when there is no fixed budget? They explain why traditional retail budgeting models break down in a modern, multi-channel DTC world and why brands must instead focus on cost per acquisition, lifetime customer value, and scalable economics rather than preset annual spend limits. Mark walks through how to calculate customer value across one-time purchases, replenishment products, and subscriptions—and why the brands that win are the ones willing to spend the most to acquire customers while maintaining discipline. The conversation highlights how cash flow timing, manufacturing capacity, market size, and media efficiency all act as real constraints on DTC growth. Using analogies like slot machines vs. vending machines, the episode breaks down how DTC campaigns evolve from unpredictable experimentation into repeatable, scalable systems—and why each new channel resets the learning curve. The episode closes with a candid reminder: while direct-to-consumer CPG offers one of the fastest paths to building massive value, it requires resilience, patience, and a tolerance for risk—along with experienced partners who understand how to navigate constant change.
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Scaling Smart: How to Grow Without Giving Up Control
Jan 2600:55:24Tap to summarizeQuitting a cushy job at American Airlines to sell recipe cards? Sounds crazy—until you realize it's an eight-figure business. Josh Hadley, host of the podcast Ecomm Breakthrough and founder of Hadley Designs, shares how he and his wife turned a passion for design into a scaling e-commerce brand. From moonlighting in the corporate world to leveraging Amazon arbitrage, Josh breaks down the gritty truths, painful lessons, and hidden strategies that led to explosive growth—without raising a dime in funding. You'll learn: • Why your cash conversion cycle might be killing your growth • The Amazon era is over—where smart CPG brands are moving next • How to scale without giving away your company Listen now and rethink what it really takes to grow a CPG brand that lasts.
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Creative vs. Frequency: What Really Drives Ad Performance?
Jan 1300:42:14Tap to summarizeMost brands fail—not because their ads are bad, but because they're not seen enough. In this episode, Mark and Justin unpack the misunderstood power of frequency and how it drives real results in CPG advertising. You'll learn how often consumers really need to see your message before they act, why "being a little bit pregnant" with your budget leads to wasted spend, and how to engineer frequency that converts—even on a tight budget. Inside: The science behind the "rule of 7" vs. the "rule of 17" How creative quality impacts frequency effectiveness Why spreading your ad dollars too thin is a losing game How to pick media platforms that maximize impact Listen now and make sure your next campaign actually breaks through.
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Seasonal Retail: How to Win Big Without Taking Big Hits
Dec 1500:39:33Tap to summarizeA big seasonal order might look like a win—but it can quietly crush your margins if you're not careful. In this episode, Mark and Justin break down the real mechanics of seasonal (in-and-out) retail: how timing, payment terms, inventory risk, and retailer behavior can make or break your business. They share practical insights from real CPG brands, plus hard-earned lessons on managing product life cycles across retail sectors. You'll walk away knowing exactly how to evaluate seasonal opportunities—and how to protect your bottom line while still seizing growth. • Why "Pay on Scan" isn't always what it seems • How retailers shift inventory risk back to YOU • What most brands get wrong about replenishment • The markdown strategy you should plan before you ship Listen now to avoid costly seasonal missteps.
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Primal Intelligence: Your Superpower AI Can't Touch w/ Angus Fletcher
Dec 301:08:37Tap to summarizeWhat if the smartest tool in your business isn't a dashboard or a spreadsheet—but your own brain? Dr. Angus Fletcher, author of Primal Intelligence, joins Mark and Justin to dismantle the myth that data and AI are the future of innovation. From working with U.S. Army Special Operations to decoding Shakespeare and Pixar, Angus reveals the four brain processes that drive human ingenuity in chaotic environments—and how entrepreneurs can reclaim their innate edge. You'll learn: • Why human intuition trumps data in uncertain markets • The neuroscience of storytelling and how it builds plans that actually work • How to shift from optimization to innovation • Why most marketing is mid—and how to fix it Ready to build a brand that breaks through instead of blends in? Listen now.
Transcribe →Former Mega Brand Executive Reveals the Secrets to Retail Success w/ Tony Guilliano
Nov 1800:54:42Tap to summarizeWhen you've been category captain at brands like Coppertone and Dial, shelf space is handed to you. But what happens when you leave the big leagues and start from zero? In this episode, Tony Guiliano shares the raw, behind-the-scenes story of going from running household names to helping Blue Lizard, an unknown sunscreen brand, break into retail and change the game. He shares war stories, unexpected lessons, and real tactics any challenger brand can use to compete (and win) against giant brands. What you'll learn: The dangerous assumptions big-brand marketers make in startups How Blue Lizard flipped the retail model to avoid slotting and returns Why authenticity and brand integrity matter more than ever The power of sampling, grassroots strategy, and real customer demand Listen now to learn how to outthink—not outspend—the competition.
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How Mark Young Found His Path — and Why He's Still on It
May 27, 2025Tap to summarizeIn today's episode of CPG Insiders, Mark + Justin dive into their personal journeys in the CPG industry. Explore Mark's early experience in advertising. Discover the importance of passion, purpose, and the impact of capitalism in creating successful products, and how the role of advertising can enhance people's lives.
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CPG Survival Guide to the Trump Administration
Jan 21, 2025Tap to summarizeIn today's epsidoe of CPG Insiders, Mark + Justin discuss the major shifts coming to the CPG industry in 2025. With a new administration bringing regulatory changes and a push for healthier food options, brands must be prepared to adapt. They cover everything from new health-focused policies to evolving retail strategies and the rising influence of Amazon-style advertising models. Learn how changes like ingredient bans, price shifts, and evolving consumer preferences will impact your brand—and what you can do to stay ahead. Whether it's navigating new regulations or optimizing your retail partnerships, this episode is packed with actionable insights to help brands thrive in an ever-changing landscape.
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How to Create an Advertising Budget for Growth
Nov 21, 2024Tap to summarizeIn this episode of CPG Insiders, Mark + Justin discuss why your advertising budget for 2024 won't cut it for 2025. They explore the impact of media inflation, the necessity of evolving your marketing strategy based on future goals rather than past performance, and the importance of understanding your brand's replenishment cycle. Dive into their conversation on the complexities of CPG advertising, how to effectively plan for growth, and why maintaining last year's budget could hinder your success. This episode is packed with insights to help brands stay ahead and thrive in an ever-changing market.
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Law and Order - How to Stay Out of Jail
Apr 4, 2024Tap to summarizeOn today's episode of CPG Insiders, Mark + Justin address the critical topic of legal navigation within the CPG industry. They underline the importance of understanding FDA and FTC guidelines to prevent regulatory pitfalls, especially when making product claims. They discuss the need for specialized legal counsel to aid in classifying products appropriately and ensuring compliance with advertising standards. The episode acts as a cautionary yet informative guide for CPG entrepreneurs to emphasize the proactive management of legal risks and the value of professional support in achieving business longevity and success.
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