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,...

Introduction: Same Money, Different Languages

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,...

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.

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.

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...

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...