Tina Manikas joins Jennifer and Risa on the latest episode of CPG Scoop!

Tina is a dynamic agency leader, known for her focus on vision and relentless pursuit of compelling commerce and brand activation strategies, capabilities, and solutions to grow brands and solve commercial business problems.

As president of Tracy-Locke, she has been leading an award-winning brand to buying agency and is now a leader of global connected commerce in the evolved Omnicom Commerce group. Leading teams and solutions for major clients from large to challenger brands - Pepsi to Diageo to Mars to Pizza Hut and more. Prior to Omnicom, she has led and created agencies, with deep expertise in CPG and has been a passionate industry speaker and thought leader on commerce driving creativity and solutions.

As a past president of the jury at Cannes Lions and Spikes Asia, and an advisor at Effies US, Tina has helped evolve the categories of activation and commerce in these awards programs. She has played a key role in helping those who set the benchmark recognize outstanding commerce strategies and work, while also staying ahead of where the industry is heading.

Tina was named advertising woman of the year by the Chicago Ad Federation in 2019, and there is even a Tina Manikas Day in Chicago proclaimed by the Mayor! She serves on boards including the Off the Street Club in Chicago and the Chicago Foundation for Women, and she is a big supporter of female leadership and growth. She is super proud of the teams she’s led that have won Effie awards every year for the last 20 years. She is a retail geek and loves all things commerce and behaviors. She is a proud intrapreneur, and she has three kids and ten godchildren.

Our favorite takeaways from this episode with Tina:

• CPGs need to focus on value and joy in the buying process to compel consumers to choose their brands.
• Being nimble and partnering with others can lead to success in the ever-changing CPG industry.
• Finding balance and being present in different aspects of life is so important for personal well-being.

Susan Lambert, Director of Shopper Marketing and Customer Insights at Massimo Zanetti Beverage, joins Jennifer and Risa on the latest episode of CPG Scoop!

Susan has spent her career in CPG with companies large and small, starting in Sales then moving into Marketing and Insights. Susan truly loves studying consumer data - what people do, what it means, how to reach them, how we connect our brands to meet these needs, what are the white spaces in our portfolio, etc.

She has demonstrated strengths, including highly effective consultative selling, development of marketing strategies for both new and existing products, team leadership, expert proficiency in analytics, market research and sales management with demonstrated results.

Susan is very much a family person, and enjoys hanging with them in her "not work" time.

Our favorite takeaways from this episode with Susan:

• With consumers having many paths to purchase, we need to, very closely and customer by customer, optimize the way we can convert our products and help them convert products in stores.
• Micro-influencers that are aligned with your customer base can return very strong ROIs, low investment, great content, and great engagement.
• People are still looking for convenience, and are very interested in sustainability, but that definition varies by the cohort.

Cely Moreno-Mosier, Sr. Director of Retail Media Partnerships & Shopper Marketing at Pepsico, joins Jennifer and Risa on the latest episode of CPG Scoop!

Cely is a seasoned, marketing professional with progressive experience in driving brand growth while providing shopper leadership in our highly competitive categories. With a comprehensive understanding of the marketing lifecycle, she focuses on using data-driven insights, all while keeping the consumer at the forefront. She has held roles across the and-to-end marketing including brand, shopper, sports marketing and capabilities. Currently, as the Senior Director of Retail Media Partnerships & Shopper Marketing at PepsiCo, Cely spearheads initiatives to cultivate robust relationships with retail media suppliers. Her team is responsible for developing innovative retail media strategies and capabilities and ensuring a positive return on investment across PepsiCo’s marketing media mix that they partner with Retail Media Networks.

Our favorite takeaways from this episode with Cely:

• About her word to describe CPG marketing is "strategic", Cely says that it is really an approach about being very methodical by knowing consumer needs, being thoughtful, and taking into account market trends.
• Personalized and localized marketing is going to continue to matter more for consumers and truly be what helps unlock growth in the future.
• When the marketing community begins to think about AI, they should think about the consumer first and what makes them tick. That will inform what the future holds and what will be created next.