If you work in CPG marketing, this scenario will probably sound familiar. Your team has a marketing plan. Your agency has its own planning system. Finance has an ERP. Sales may have a TPM system. Your retail media partners each have their own

After more than a decade of working with CPG shopper, commerce and omnichannel marketing teams, we have had an unusual opportunity to see how different organizations solve many of the same operational problems.

JBP season is around the corner. You know it because the calendar invites are already landing and because a familiar knot is forming in your stomach.

If you lead shopper or omnichannel marketing at a CPG company, your planning stack probably looks something like this: a TPM system that finance loves and you never open, a project management tool that tracks tasks but not dollars, and fourteen...

Four moves you can make this planning season — no new software, no reorg, no waiting.

Retail media used to be easier to categorize. Not easy to manage — let's not get carried away — but easier to put in a box. A brand team could treat it as a media tactic. An e-commerce team could treat it as a traffic driver. A shopper team could...

Why operational excellence is becoming the defining competitive advantage in shopper marketing.

I did not discover shopper marketing in a trend report. I learned it sitting across from retailers, trying to reconcile brand ambition, trade funding, and shelf reality in the same plan.

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...