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.
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...
In the midst of the pandemic, we witnessed a remarkable surge in digital experiences, ranging from the explosive rise of grocery e-commerce, rapid adoption of teleconferencing, mainstream adoption of remote work and online collaboration,
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...
Are you tired of hearing about ChatGPT yet? It seems like everyone is talking about it these days. ChatGPT has so many applications, both for personal and professional life! Today, I wanted to share how shopper marketers in the CPG industry can take...
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.
