The CPG Guys Podcast

Episode: Scaling a Startup Brand from Being at General Mills with Sarah Leinberger

Date: October 1, 2025
Hosts: Peter V.S. Bond & Sri Rajagopalan
Guest: Sarah Leinberger, VP of Marketing, UB Brands

Episode Overview

This episode delves deep into the journey of scaling a mission-driven startup in the CPG/stationery category. Sarah Leinberger shares her transition from leadership roles at corporate giants Target and General Mills to her current role at UB Brands—a company reimagining back-to-school supplies through purpose, nimbleness, and digital innovation. She discusses the brand's “Buy One, Give One” model, the unique challenges and advantages of startup life, harnessing retail media and AI, and how UB navigates the omnichannel and competitive landscape.

Key Discussion Points & Insights

1. UB Brand Story: Mission, Differentiation, and Giving Back

• UB’s Mission & Origin:

  • Founded to solve the problem of underprivileged students lacking basic school supplies.
  • Core value: “Buy One, Give One”—for every item purchased, a product is donated to a student in need. The mission anchors everything from consumer promise to retailer and partner engagement.
    • “We started with a really powerful mission… for every product you purchase, we give to a student in need.” – Sarah Leinberger [04:05]

• Differentiation in a Crowded Market:

  • UB stays relevant by focusing on partnerships with leading licensors (Barbie, Star Wars, Harry Potter) and being “trend forward.”
  • Emphasizes creativity, joy, and social impact for students, parents, and partners.

2. The Realities of Transitioning from Large Corporation to Startup

• Speed and Flexibility:

  • At UB, ideas move from concept to execution within days—not months, as with larger companies.
    • “We can go from a spark of an idea to execution within a matter of days.” – Sarah Leinberger [06:43]
  • Fewer layers of approval mean more nimble operations, though alignment is still essential.

• Relationships and Influence:

  • Startup success leans heavily on strong personal and company networks—vital for retail and licensing traction.
    • “Because we're small and nimble, we can move mountains really, really quickly… that's part of our competitive advantage.” – Sarah [08:59]

• Overcoming the 'Ankle Biter' Stereotype:

  • The team rejects being seen as mere “ankle biters”—UB leverages agility to become a genuine share threat to established brands, especially in the digital space.
    • “The big guys—it’s just really hard to move a really big ship. And so the people that can act quickly on insights are the ones that are winning.” – Sarah [10:05]

3. Distribution & Retail Media Strategy

• Distribution Expansion:
  • UB started as a Target-exclusive brand, excelling in back-to-school, with plans to become a 365-day brand by expanding to Amazon, Walmart, DTC and more.
    • “We're continuing full court press across many different retail touch points… our hope is that we can be all of those places.” – Sarah [13:16]
• Retail Media as a Growth Driver:
  • Sarah emphasizes that there is no one-size-fits-all for retail media or retailer partnerships. Tailors approaches to different channels.
  • Digital and retail media are “core parts” of being discovered and driving consumer connection.

4. Digital Shelf, Omnichannel Touch Points, and Content

• Content and Foundational Excellence:

  • UB is investing in PDP (product detail page) basics: ratings, reviews, strong images, conversion-driving content.
  • Social media and influencer discovery are crucial in their category, requiring connection throughout the funnel.
    • “Our biggest opportunity right now is actually getting back to the basics and the foundation.” – Sarah [14:15]

• Agility in Digital Merchandising:

  • Startups like UB have a significant advantage in quickly updating search keywords, content, and responding to trends versus large CPGs.
  • AI is increasingly part of monitoring trends and content opportunities.
    • “We can move very quickly and pivot as the market needs.” – Sarah [15:14]

5. Omnichannel Collaboration with Retailers

• Smaller Brands' Seat at the Table:
  • While UB does not control end-to-end omnichannel experiences to the same degree as large brands, they increasingly have input into distribution strategy, especially as market dynamics evolve.

6. AI, Personalization, and Always-on Listening

• AI Embedded in Daily Work:

  • From trend listening to product ideation, AI helps UB “ingest huge amounts of data…really, really quickly,” allowing faster and more insight-driven moves than big-company competitors.
    • “We use AI every single day. We are embedding it into our daily practices.” – Sarah [18:29]

• Personalization and Social Listening:

  • Leaning into AI/social scraping, constant feedback from consumers, and “always-on listening,” including personal circles, as essential to stay relevant and agile.

7. Storytelling, Joy, and Purpose as Differentiators

• Beyond Back-to-School:
  • UB is evolving to be an “all year” brand, leveraging purpose and the “joy of writing and stationery” to create consumer preference and have a year-round impact.
    • “We believe that creativity can truly unlock brighter futures. And if we can equip things that are fun to use…they will be more engaged in learning.” – Sarah [22:16]

8. Marketing Investment and Startup Scrappiness

• Full-Funnel Strategy on a Budget:
  • Despite resource differences, fundamental truths of media allocation persist; however, startups must be “scrappier” and maximize relationships for outsized impact.
  • Network and industry connections are crucial to amplify spend and outcomes.
    • “We are counting every single dollar at any moment in a way that I have done before.” – Sarah [24:29]

9. Giving Back, Mentorship, and CPG Community

• Mentorship & Industry Participation:
  • Sarah pays forward her experience through speaking, mentorship, and connecting others, benefiting personally from her own network.
    • “Your network and the people that you are connected to are the people who are going to help you either navigate or get things done every single day.” – Sarah [35:03]

10. Consumer Segmentation and Brand Evolution

• Serving Gen Alpha, Gen Z, and Parents:

  • Core UB consumer is “school age student;” parents and Gen Z (through Altitude, a Target exclusive) are also important segments.
  • Trend-forwardness and sustainability resonate across all cohorts.

• Sustainability and Inclusivity:

  • Commitment includes recyclable materials, reduced plastics, and a heavily female leadership team.
    • “We are leading in the industry in terms of sustainability and recyclable packaging or goods… bringing our products and our joy across the country to every single population that needs it.” – Sarah [28:44]

11. Vision for the Future

• Success Metrics:
  • AI embedded in all operations, bigger brand and licensing partnerships, even quicker response to trends, and maximizing the mission of giving.
    • “18 months from today… it is AI embedded in everything that we are doing… being so insight driven… continuing to be trend- and licensing-led for the hottest properties…” – Sarah [32:02]

12. Product Assortment and Licensing

• Major Licenses:
  • Current portfolio includes Spider-Man, Barbie, Star Wars, Harry Potter, Peanuts, and more. These extend across writing supplies, stationery, lunch boxes, soft goods (blankets/pillows), and home organization.

13. Advice for Big-Company-to-Startup Transitions

• Key Takeaways:
  • Be constantly curious and insight-driven.
  • Treat retailers as true partners, not just a route to shelf.
  • Networks drive agility and opportunity.
  • “Every single person is creating the [startup] culture… you are responsible for creating that every single day.” – Sarah [36:23]
  • Calculated risk-taking and speed are fundamental startup skills.

Memorable Quotes

On Speed in Startup Versus Big Corporations:

“Ideas don't even have the chance to sit in a PowerPoint for a month or two… we are moving constantly to make sure we are bringing what our consumers need.”
— Sarah Leinberger [06:43]

On Company Mission:

“Everything we do is with that mission in mind to spark creativity and bring joy to students around the country.”
— Sarah Leinberger [04:05]

On AI and Data Insight:

“The biggest benefit right now to us is really just ingesting huge amounts of data and information and insights. As a small guy, you don't always have the ability to be out there scraping and finding what all is happening in the world. And we can do that really, really quickly.”
— Sarah Leinberger [18:29]

On Startup Culture:

“Every single person has such a huge impact on what the culture is itself.”
— Sarah Leinberger [36:23]

Key Timestamps

• UB’s Origin & Mission: [04:05]
• Giving Back Defined: [05:16]
• Transition from Corporate to Startup: [06:43]
• Distribution & Retail Media: [10:39]
• Digital Shelf & Content Agility: [14:15]
• Role of AI & Personalization: [18:29]
• Storytelling & Brand Joy: [22:16]
• Navigating Marketing Investment: [24:29]
• Mentorship & Giving Back: [26:18]
• Consumer Segmentation: [27:09]
• Sustainability & Inclusivity: [28:44]
• Vision for Success (2026): [30:40]
• Licensing & Product Assortment: [32:50]
• Startup Advice: [35:03]
• Risk-taking in Startups: [37:05]

Final Thoughts

Sarah’s episode encapsulates the agility, purpose-driven focus, and digital savvy required in today’s CPG startup landscape. Her advice and insights are especially valuable for anyone contemplating a leap from corporate to entrepreneurial roles or looking to infuse bigger brands with more nimble, impact-focused strategies.