The CPG Guys: Building Iconic Brands in the Age of Influencers

Guest: Laura Knebusch, SVP CPG Marketing, Georgia-Pacific
Hosts: Sri Rajagopalan
Date: September 20, 2025

Episode Overview

This episode features a deep-dive conversation with Laura Knebusch, Senior Vice President of CPG Marketing at Georgia-Pacific, the company behind household brands like Angel Soft, Dixie, Quilted Northern, and Brawny. The discussion centers on how Laura and her team are reimagining brand building through data, AI, modern media, and influencer partnerships, tackling the evolving demands of omnichannel consumers in an increasingly digital-first landscape.

Key Discussion Points & Insights

1. The Role of Data, Technology, and AI in Modern Marketing

(04:01 – 11:23)

• Transformational Leadership: Laura took on her current role during the onset of COVID, when consumer expectations and shopping behaviors were rapidly changing.
• From Brand Building to Consumer Experience: She rebranded her function from “brand building” to “consumer experience,” emphasizing every consumer touchpoint as a brand-building opportunity.
• Why Lean into AI:
  “We have leaned in to data and technology because it's a business imperative today.” (Laura, 04:01)
• AI vs. ML: Laura distinguishes between machine learning (data processing, summarization) and generative AI (strategic recommendations), seeing value in both.
• AI Adoption Approach:
  “AI for me...is another accelerator, it's another enabler...If we're not leaning in and testing and experimenting, then I think we're going to lose out.” (Laura, 04:32)

2. AI, Creativity, and Content Optimization

(08:07 – 09:59)

• AI + Human is the Future: Laura believes true creative breakthroughs require human empathy and creativity, with AI as an essential assistant, not a replacement.
• Potential & Pitfalls:
  “One of my biggest concerns with AI is that it's always going to solve to the mean versus solve to the different and the breakthrough.” (Laura, 09:09)

3. Media Mix Modernization & Data Infrastructure

(11:23 – 16:40)

• Shift from Linear to Digital:
  “Modernizing our media mix was a second [pillar]...We needed to be where our audience was...” (Laura, 12:08)
• Building Internal Capability: Georgia-Pacific brought its marketing mix modeling (MMM) in-house, creating a data lake integrating 70+ sources over 18 months. Now, MMM runs more frequently, improving speed and transparency.
• Looking Ahead: The aspiration is to leverage AI for predictive, more real-time marketing mix modeling.

4. Emerging Channels & Influencer Strategy

(16:40 – 19:24)

• Retail Media & Beyond: Retail media is now table stakes; current growth is in social, influencers (especially TikTok and Instagram), podcasting, and streaming audio.
• Influencer Evolution: Influencer strategy now includes complex tiers and longer-term ambassador relationships, not just one-off collaborations.

5. Crafting Consistent Consumer Experiences

(19:24 – 21:21)

• Unified Brand Story: Success comes from a clear, consistent brand identity, robust consumer journey mapping, and omnichannel measurement (combining pre-testing, digital, traditional analytics, and MMM).

Memorable Campaigns & Brand Stories

(24:01 – 29:11)

• Angel Soft Super Bowl Ad:
  “We did our first ever Super Bowl ad...telling people to go to the bathroom during the game, so they didn't have to miss commercials, the game, or halftime.”
  – Laura (24:08)
  Result: Exceeded awareness and engagement expectations, strong retail integration.
• Brawny's 3-Ply Innovation with Influencers:
  The Brawny Man made unexpected social appearances (Rachel Kirkconnell, Ciara from Summer House) to clean up "messy" situations, driving high organic engagement.
• Quilted Northern “We Quilt the City”:
  A playful musical campaign with the “Quilted Queens,” leveraging culture and music for higher engagement.
• Value Messaging:
  “My definition of value is it's gotta be the whole proposition...when they get to the shelf and the price is right...if you are driving that benefit and then they see the price, you're going to drive the value message.”
  – Laura (28:14)

Building a Culture of Creative Risk-Taking

(29:11 – 32:25)

• Georgia-Pacific cultivates creativity by learning from external case studies (post-Cannes/Lions/Super Bowl summits) and encouraging collective decision-making that weighs both risks and benefits.
• Laura fostered an ethos of “living our brands,” connecting every employee, from sales to facilities, to the brand’s target and mission.

The Next-Gen CPG Marketer

(32:25 – 34:53)

• Key Skills for 2030:
  • Strategic & creative acumen
  • Digital fluency and strong analytics
  • Agility, entrepreneurial mindset, and relentless curiosity
• “You need people who are lifelong learners...who can pivot from platform to platform really quickly.” (Laura, 33:31)
• “Does that come together in one word as curiosity?...Curiosity is a big piece of it.” (Sri & Laura, 34:09)

Looking Forward: Trends & Consumer Insights

(34:53 – 37:45)

• AI is the Trend:
  “AI is what we're talking about the most just because it can impact so many parts of both how we work and how we bring our brands to life.” (Laura, 35:17)
• Also watching evolving consumer habits, economic uncertainty, and resilience, believing we’ve settled into a “new normal.”
• Learning mindset:
  “Listen to as many people as possible and definitely people who don't have your opinion...continuing to listen directly to the consumer, whether that's through reviews, social, or actually in person.” (Laura, 37:02)

Notable Quotes

• On AI & Change Management:
  “It's not if you use it, it's how you use it…and where it's going to create value for you.” (Laura, 10:43)

• On Cultural Fit & Brand Experience:
  “Every time a consumer interacts with the brand, they have an experience. And that experience can either build a brand or take away from it.” (Laura, 04:42)

• On Influencer Partnerships:
  “Influencers can only help you if you find that right partnership of where your brand narrative fits with their narrative and their audience.” (Laura, 21:58)

Key Timestamps for Reference

• [04:01] Why Georgia-Pacific made data and AI central to marketing strategy
• [06:21] Differentiating Machine Learning and AI in practice
• [11:23] The evolution to digital-first media mix and working with OMD
• [14:02] Challenges of bringing MMM in-house
• [16:40] Most effective emerging media channels for CPG brands
• [19:24] Ensuring consistent brand messaging across channels
• [24:08] Angel Soft’s Super Bowl campaign breakdown
• [28:14] Laura on communicating value beyond price
• [32:25] Skills for future CPG marketers and the role of curiosity
• [35:17] Most significant trends Laura is watching (AI, consumer uncertainty)
• [37:02] Approaches to continuous learning and consumer listening

Conclusion:

Laura Knebusch exemplifies modern marketing leadership—balancing innovation and creativity with robust data-driven frameworks, embracing new channels, and fostering cultures where bold ideas thrive. Her blend of strategic vision, digital transformation, and practical advice on influencer marketing and consumer experience offers a playbook for CPG companies seeking to stay relevant and win with today’s omnichannel consumer.