Podcast
The CPG Guys
Hosted by Peter V.S. Bond & Sri Rajagopalan · EN
CPG & FMCG eCommerce industry icon Sri Rajagopalan & consumer loyalty guru Peter V.S. Bond explore how brands and retailers understand and engage with consumers in-store, online and everywhere in between. http://cpgguys.com
198episodes
Episodes
Newest firstAll episodes
Partners in Driving Brand Growth with Kroger Precision Marketing's Barbara Connors & Brian Dowey
2d ago00:53:36Summary readyThe CPG Guys are joined in this episode by Barbara Connors VP of Strategy & Activation and Brian Downey, Senior Director at Kroger Precision Marketing (KPM), the retail media business of Kroger designed to make brand advertising more effective by closing the loop between media exposure and store sales. Powered by 84.51˚ data science, and Kroger’s popular loyalty card program, KPM connects consumers to brands through engaging moments that inspire purchasing online or in-store.Follow Barbara on LinkedIn at: https://www.linkedin.com/in/barbara-connors-10312810Follow Brian on LinkedIn at: https://www.linkedin.com/in/brian-dowey-079b018Follow KPM on LinkedIn at: https://www.linkedin.com/company/krogerprecisionmarketingFollow KPM online at: http://www.krogerprecisionmarketing.comThey answer these questions:Please introduce yourselves and your roles at KPMWhat does genuine alignment between a CPG brand and a retailer actually look like in practice — versus the version of alignment that’s mostly just a slide in a JBP deck?How does that reframe the way you think a brand team should walk into a retailer conversation, and what do most brands still get wrong?How do you help brands build a singular strategic framework that still gives each team the flexibility it needs — without creating chaos?Where do you see the biggest mindset shifts still required — on the brand side and on the retailer side — to make that evolution real?What are the most sophisticated users doing with it that the average user isn’t — and what does ‘near real-time’ insight access actually change about how brands plan?What are the two or three decisions that have to be locked in early for a joint brand-retailer strategy to actually deliver?How can brands use retailer insights to anticipate where preferences are going—not just report where they’ve been?In practical terms, what does true integration across data, insights, activation, and measurement look like — and where do you see brand teams still getting stuck?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea 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.
SummaryAmazon Upfront 2026 Recap
5d ago00:36:09Summary readyThe CPG Guys recap their attendance at the 2026 Amazon Upfront event which took place in New York City at the Beacon Theatre on May 11.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea 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.
SummaryCommerce Riff with Sri & PVSB - May 12, 2026
6d ago00:14:56Summary readyEach week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. This week’s topics:Giant Eagle partners with ibottaGeneral Mills LeadershipKraft Heinz increases marketing $$$Doordash resultsCPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea 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.
SummaryPurpose-Driven Growth with MadTree Brewing's John FitzGerald
1w ago00:45:24Summary readyThe CPG Guys are joined in this episode by John FitzGerald, Sr Director of Growth at Mad Tree Brewing Company. Founded in 2013, MadTree is an award-winning brewery that’s rooted in Cincinnati and planted in purpose. Driven to craft great beer - but more importantly - build a business dedicated to doing good, MadTree protects and celebrates nature while reducing impact on the environment. MadTree is a B-Corp certified company and proud member of 1% for the Planet with a commitment to donate 1% of sales to local, sustainable nonprofits. Follow John on LinkedIn at: https://www.linkedin.com/in/johnwfitzg/Follow Mad Tree Brewing online at: https://madtree.com/ John answers these questions:What is the one core discipline or strategic framework from that world that you’ve found most indispensable when running a craft brand like MadTree?How do you find the balance between Big CPG rigor and the "fail fast" agility required in the craft brewing industry?When you look at the beer aisle now—which is notoriously crowded and fragmented—how do you apply a "Category Management" mindset to help MadTree win at the shelf against the mega-brewers?How are you leveraging your background in retail partnerships to ensure MadTree isn't just a "local favorite" but a "must-have" brand for major regional retailers?From a leadership perspective, how do you ensure that sustainability isn't just a marketing "badge" but a functional part of your supply chain and operational DNA?You’re managing a complex journey between the taproom (DTC/Experience) and the grocery store (Wholesale). How do you ensure the brand "feeling" a consumer gets in the Oakley taproom translates when they are picking up a 6-pack at Kroger or Meijer?In craft beer, data can often be opaque. How are you building a "Full View" of your consumer, and are you leveraging tools like AI to predict the next big flavor profile or seasonal trend?How is MadTree evolving its product portfolio to capture that shifting demographic and maintain relevance?For a regional brewer, how critical is real-time inventory and sales data to your production planning, and how do you handle those "uncomfortable" supply chain moments?What is the biggest "reality check" you can give to someone looking to transition from a global giant like Kellanova to a high-growth local leader like MadTree?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea 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.
SummaryTotal Market Measurement with NielsenIQ's Kim Cox & Richard Pereira
2w ago00:47:00Summary readyThe CPG Guys are joined in this episode by Kim Cox, Managing Director NA Omnichannel Intelligence Solutions & Richard Pereira, Regional Product Leader, NA at NielsenIQ, the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth.Follow Kim Cox on LinkedIn at: https://www.linkedin.com/in/kim-cox-nielsenFollow Richard Pereira on LinkedIn at: https://www.linkedin.com/in/richardanthonypereiraFollow NIQ online at: http://nielseniq.comThis episode is sponsored by NielsenIQKim and Richard answer these questions:How is retail measurement fundamentally changing in terms of how brands now have to think about competitive visibility?How are AI technologies actually changing the day-to-day experience for a category manager using NIQ tools today?How are your strategic models adapting to ensure brands aren't just seeing "data snapshots" but a fluid omnichannel journey?What makes club measurement so uniquely challenging, and how is NielsenIQ helping brands find the full view of performance there?In practice, how far away are we really from achieving true full-funnel visibility—linking consumer behavior directly to purchase and incrementality?What are the current best practices or product innovations you're leading to build a more "unified" performance pictureWhat should brands expect as these retailers integrate loyalty and sales data into the broader measurement ecosystem?If we look at the next 36 months, what specific capabilities—like unified taxonomies or real-time signals—do you believe will define the next chapter of measurement innovation?Kim - For the brands listening who want to lead rather than lag, what internal skill sets or data investments should they be prioritizing over the next 3–5 years? What can you share about NIQ’s vision for the future? Are there specific partnerships or innovations the industry should be paying attention to coming from NielsenIQ?If you could give our audience just one piece of advice to future-proof their measurement strategy starting tomorrow, what would it be? CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea 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.
SummaryCommerce Riff with Sri & PVSB - May 5, 2026
2w ago00:17:25Summary readyEach week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. This week’s topics:Kimberly-Clark Q1 2026 ResultsUnilever Q1 2026 ResultsWalmart Scintilla Media Data FeedReddit Q1 2026 ResultsCPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea 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.
SummaryDriving Full Funnel Brand Equity Through Tubi with PepsiCo's Caitlin Winsor and Tubi's Chris Grillo
2w ago00:51:29Summary readyThe CPG Guys are joined in this episode by Caitlin Winsor Senior Director of Media, Strategy & Investment at PepsiCo and Chris Grillo Vice President of Sales, CPG at Tubi, the most watched free TV and movie streaming service in the U.S.Follow Cailtin on LinkedIn at: https://www.linkedin.com/in/caitlin-coburn-winsor-80789810/Follow PepsiCo on LinkedIn at: https://www.linkedin.com/company/pepsico/Follow Chris on LinkedIn at: https://www.linkedin.com/in/christopher-grillo-abab465/Follow Tubi on LinkedIn at: https://www.linkedin.com/company/tubi-tv/Follow Tubi online at: https://corporate.tubitv.com/partners/advertisewithus/ad-experience/We ask them these questions:How would you describe Tubi’s role in the CTV ecosystem today?What shifts are you seeing in how they think about reach, engagement, and performance in streaming?Where does connected TV fit within your overall media mix strategy, and what signals do you monitor when evaluating a new CTV partner?What were some of the most surprising or important findings for CPG marketers in the Harris Poll study?How are these insights challenging or reshaping traditional assumptions around reach, frequency, and engagement for CPG brands?How do these findings align with what you’re seeing in your own consumers and media performance?What are the key implications for how CPG brands should rethink their media mix and investment strategies moving forward?As CPG brands invest more in streaming, how are they starting to think differently about what success looks like beyond just reach and awareness? Can you share a recent example where a CPG campaign on Tubi delivered a measurable lift that surprised the team?In the CPG space, how do you collaborate with advertisers to craft creatives that perform on CTV? Are there best practices for integrating traditional TV ad assets with shorter video assets for streaming environments to maximize resonance and efficiency?With inflationary pressures and changing consumer behavior, how do you optimize the media mix to protect brand equity while driving growth on CTV?What attribution model or measurement framework do you rely on for CTV campaigns? What does a successful CPG–CTV partnership look like from your perspective?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.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.
SummaryCommerce Riff with Sri & PVSB - April 28, 2026
3w ago00:13:38Summary readyEach week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. This week’s topics:KDP Quarterly earningsGen Z pre-games drinking before heading outMicrosoft Voluntary RetirementsTikTok MeasurementCPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea 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.
SummaryClosing the CPG Gender Gap with The Female Quotient's Shelley Zalis
3w ago00:43:48Summary readyThe CPG Guys are joined in this episode by Shelley Zalis, Founder & CEO of The Female Quotient. Founded in 2007, The Female Quotient (The FQ) is an equality services company that provides thought leadership platforms for women and develops solutions for organizations committed to closing the gender gap in the workplace. Co-Hosting this episode with PVSB is Jacqui Dynowski, co-host of SheCommerce Podcast.Follow Shelley on LinkedIn at: https://www.linkedin.com/in/shelleyzalis/Follow The FQ online at: https://www.thefemalequotient.com/Shelley answers these questions:What's the most compelling ROI data you've seen from CPG companies that have actually closed their internal gender gaps — and what did they do differently?How big is that disconnect, and what's the cost to brand relevance when leadership doesn't reflect the shopper?How have CPG companies — historically some of the biggest advertisers in the world — performed on the Gender Equality Measure (GEM) score, and where is the biggest gap still?How do you counsel companies that are getting squeamish — and what do you say to those who argue that pulling back is a business-neutral decision?For CPG companies deploying AI in marketing, hiring, and consumer insights, what guardrails should they be building in?How are you seeing CPG executives use those spaces differently than other industries — and what conversations are you hearing most from women in the retail media and commerce ecosystem?In CPG, where field sales, trade roles, and supply chain jobs often require significant travel and irregular hours, how should companies redesign work structures to stop losing women mid-career?What does it look like when a male CPG CEO truly leads on this — versus when it's performative — and how can listeners of this podcast who are male executives actually show up differently starting Monday morning?What do you see as the unique opportunity that Cannes creates for driving meaningful equality commitments from CMOs and brand leaders — versus it being another cocktail-party conversation that doesn't translate back to the office?What are the two or three metrics that CPG companies should be tracking internally that most of them currently aren't — and how do you hold leadership accountable when the numbers don't move?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea 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.
SummaryDiscovery-Led Commerce with TikTok's Patrick Nommensen
4w ago00:42:03Summary readyThe CPG Guys are joined in the episode by Patrick Nommensen, Head, Strategic Initiatives, AMS & Europe, E-Commerce at TikTok.This episode was record in Las Vegas at Shoptalk 2026.Follow Patrick on LinkedIn at: https://www.linkedin.com/in/pnommensen/ Follow TikTok on LinkedIn at: https://www.linkedin.com/company/tiktok/ Patrick answers these questions:Patrick, you’ve been vocal about how TikTok Shop is “discovery-led commerce,” where shopping starts with inspiration, not intent. In 2026, reports by others have estimated there are over 80 million U.S. shoppers on the platform, how do you preserve that sense of discovery at scale?There’s a perception that TikTok Shop is driven by viral, one-off purchases. But we’re now seeing brands build repeat purchase behavior and long-term customer value. What tools are TikTok Shop providing for brands to move from “viral moment” to sustained brand loyalty?We see the huge stars, but your data shows that micro-influencers often have 2x the engagement for CPG brands. How is TikTok Shop’s affiliate model evolving to help a brand like PepsiCo and flavor swap chips manage multiple micro-creators at scale without a massive manual headcount?Live shopping is often seen as an Asia-first behavior, but we’re seeing strong adoption in the U.S. What’s different about how U.S. consumers engage with LIVE, and where do you see the biggest opportunity?Traditional e-commerce starts with search and intent. TikTok Shop starts with discovery and inspiration. How should CPG brands rethink their entire go-to-market strategy in a world where consumers don’t search—they discover? Retailers like Walmart and Amazon have deep "closed-loop" measurement. How is TikTok Shop closing the gap to show a CPG Brand Manager exactly how a viral video on Tuesday led to an in-store purchase at a physical Kroger on Friday?Amazon and Walmart have launched their own social feeds. What is the "moat" that TikTok Shop has that a legacy retailer can never replicate, no matter how much they invest in "social" features?We’re hearing more brands describe TikTok Shop as a real-time “test kitchen” for product development. Can you share how brands are using the platform to test, iterate, and scale products faster than traditional retail cycles?TikTok Shop is no longer just a test channel–many enterprise brands are now treating it as core infrastructure. What are you seeing from large CPG brands in terms of investment and long-term strategy?If we sit down in 2030, is TikTok still an "App," or is it the underlying operating system for how the world discovers and consumes everything?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea 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.
Summary