I have been living in the United States for more than 22 years, but I never lost connection with my home country of Ukraine. It has been my favorite place to hire since I started my company in 2014.

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

The discipline of CPG marketing has become more technical, complex, and dynamic than ever. Expectations for shopper marketing plans have also evolved.

There has always been tension between Marketing and Legal. Working with corporate lawyers can be frustrating. They seem to say no to so many of our great ideas; they poke holes in our creative and copy; they scrutinize our packaging design and...

Buying software has always been a complex process in a CPG enterprise. In my almost nine years of selling B2B productivity software, I found the hardest part of closing the deal is not getting my foot in the door to do an initial exploratory call or...

Shopper marketing has always been an ambiguous place in terms of career planning. Unlike in traditional brand, sales or finance roles, shopper marketing almost never has a clear career path paved in front of them. This is unfortunate because the...

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...

By now we have waxed lyrical about all of the very many frustrations that we know commerce marketers face.

Poor productivity. Complexity. Meetings. Dodgy spreadsheets. Disasters waiting to strike … We feel your pain!