Finance and Marketing share the same budget from opposite ends of the battlefield. Finance sees ledgers, accruals, quarter-end precision and Accounting Standards compliance. Marketing sees campaigns,...
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...
It’s Monday morning. Again. Your calendar is a patchwork of meetings. Your inbox is a graveyard of endless, unfinished conversations—chasing facts, corralling inputs, or begging for approvals that never quite come. And that promotion plan you...
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.
The omnichannel shopper marketing job is a tough one (I wrote about it at length in this post), and it’s getting more complex and technical each year. This shifting playing field got to a point where shopper marketers have a hard time explaining ...
Return on Investment, or ROI, is a metric that CPG marketers hear about a lot. However, despite its ubiquity, its definition is often inconsistent or unclear. Let’s demystify the ROI
With shopping behavior expanding online through eCommerce buying and digital influence on in-store purchasing, brand building requires new rules to play and win.
We are in the middle of July, a time when many CPG shopper marketers are rolling up their sleeves to prepare for national sales meetings, a big part of which is putting together preliminary marketing plans. This planning process is intended to align...
Evaluating your agency partners should be an evergreen process. In any healthy relationship, good partners accentuate our positive traits while mitigating our worst instincts.
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