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...
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.
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,...
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.
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...
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 ...
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