The agency world is evolving fast — with holding company shakeups, retail media pressures, and a growing need for integration across sales, marketing, and insights. I launched this series to help CPG brands make sense of it all: who’s who, what they...

Congratulations—you’ve been promoted! You’ve made the leap from individual contributor to people manager, and now you’re staring at a whole new playing field. It’s exciting… and let’s be honest, a little intimidating.

If you're a CPG marketer—especially in the omnichannel shopper or retail media space — you know the grind.

Spreadsheets. Version control nightmares. Chasing approvals. Last-minute changes from sales. Reporting to finance with incomplete data...

Is the promise of Integrated Omnichannel Marketing falling apart in your organization? Are "more meetings" and "more emails" simply not working anymore? You are not alone! Your CPG peers are feeling the pain of rampant silos, linear and slow...

It's never been easy to explain to the industry outsiders what shopper marketers do all day long. The CPG industry is vast and omnipresent, but its marketing's inner workings are complex and hard to grasp. It takes a good year or two for the...

The world of shopper marketing is dynamic and getting more technical and complex by the day. To help us make sense of it all, many of us seek opinions and advice from industry experts and thought leaders.

Marketing operations, or MOPS for short, is a promising career in the CPG space. About a year ago, I wrote why shopper marketers are perfect candidates for emerging marketing ops roles. One of my clients reached out recently and asked for a deep...

Omnichannel shopper marketing is a dynamic, constantly evolving discipline. It sits in between and overlaps with brand management, sales, e-commerce and media teams. This makes shopper marketing very diverse and full of nuances and gray areas.