After more than 15 years in Consumer Packaged Goods industry, I became a software entrepreneur. Today, I design and sell Shopperations, a web-based, collaborative planning software for Marketers on both CPG and Retail sides, to enable transparency, accountability and stronger Shopper Marketing promotional analytics. I am passionate about all things Retail and Shopper Marketing, love reading about Neuroscience progress as it relates to shopper research, and care about process improvement and marketing automation technology.
Does this scenario look familiar? You have realized that your current spreadsheet-based process is no longer serving you. You pitch the idea of investing in a modern marketing planning software to your bosses. The conversation goes nowhere for...
The way CPG brands plan, execute, and measure their marketing has changed faster in the past five years than in the previous twenty. What used to be a predictable annual exercise has become a continuous cycle of replanning, reacting, and realigning...
In my 15-plus years in CPG marketing, I’ve lived on both sides of the fence: HQ-based brand marketing and field-based shopper marketing. These teams work side-by-side, but let’s be honest, they still speak different dialects. The way they think,...
I wrote a similar post a few years ago. Boy, has the world changed since then or what? The discipline of CPG marketing has become even more technical, complex, and dynamic. Expectations for omnichannel shopper marketing plans have cranked up, too.
What do you get when you combine a former CPG executive, a life coach, omnichannel business consultant and a cycling instructor? Someone who knows how to push you—strategically and spiritually—without burning you out.
You may have heard IT or digital transformation teams mention something called MACH architecture. It sounds technical, maybe even intimidating, but it’s a concept that CPG marketers should get excited about.
We’re continuing the 2025 Shopper Marketing Agency Landscape series by spotlighting Theory House, a Charlotte-based agency known for punching above its weight in the world of CPG and retail.
In the high-stakes world of shopper marketing, agencies often juggle a maze of spreadsheets, multiple stakeholders, and way too many “final” versions of the truth. But what happens when all that noise is replaced with one streamlined, centralized...
Careers in Shopper Marketing is a topic I am passionate about. I love hearing stories about where shopper marketers come from and what careers they pursue if they leave their roles. In the past, my former colleague Carolyne Klug shared about her...
