Early in his career, Dan O’Leary realized that “If you don’t find some different paths, you’re not going to stand out at all.” Even though he has worked at a series of CPG and food companies, he has made a point of raising his hand for the complicated and unpopular opportunities. These choices gave him the opportunity to stretch, feel uncomfortable, and thus differentiate himself.

A role at Mizkan, followed by taking a role with Hostess gave Dan the opportunity to lean into his passion for building. Whether it be building brands, building teams, or building strategy, Dan considers himself a builder first.

One key to building brands is increasing household penetration and Dan learned to have a maniacal focus on customer acquisition during his time at Digitas. He shares a story about taking a whole new approach to increase usage for Philadelphia Cream Cheese. He took the lead from the consumer and embraced learnings about how they were using the product to create a new marketing strategy.

As a leader, Dan prioritizes communication. Even when he thinks he’s communicating too much, he has often realized he could do a little more. Now at J.M. Smucker, Dan sends a weekly email to keep the team informed about progress, united around goals, and clear about their next steps and objectives.

Mentorship both from his leaders and from his team has been key to helping Dan grow as a leader. One mentor, Jill Baskin, former CMO of Hershey’s, helped him realize that there are “a lot of times when good can be good enough and a lot of times when great is not good enough and you have to strive for excellent.” Another mentor was someone who reports to Dan and whose example of balancing parenthood and career helped Dan think about how to make the right trade-offs when he became a father.

Key Takeaways:

• Take opportunities to differentiate yourself and your resume
• Listen to and learn from your consumer about how they use your product
• Model balance to help your team make the right trade offs for themselves

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In this episode of BRAVE COMMERCE, Ben Goodwin, Co-Founder, CEO, and Formulator of OLIPOP, joins hosts Rachel Tipograph and Sarah Hofstetter to offer insights into the challenges and strategies involved in creating products that bring both enjoyment and health benefits to consumers.

As the conversation begins, Ben shares his early experiences consuming a standard American diet and dealing with health issues, which led him to focus on nutrition from a young age. This early interest guided him into the beverage industry, specifically focusing on functional beverages and probiotics. He shares how his work in kombucha and other fermented beverages sparked his fascination with the microbiome, the brain-gut axis, and their impact on cognitive function and emotional stability.

Ben then delves into OLIPOP's origins, explaining how the product is designed to mimic traditional soda while providing health benefits through fiber, prebiotics, and nutritional diversity. OLIPOP is positioned as the first fiber, prebiotic, functional soda on the market, aiming to offer consumers the familiar soda experience while improving their health.

The conversation touches on the challenges and strategies involved in creating a new market category, including the brand's focus on distribution, pricing, and accessibility. Ben explains OLIPOP's partnerships with insurance providers to make the product more accessible to those in high-need groups, as well as its participation in SNAP and its eligibility for HSA and FSA spending.

Ben also discusses OLIPOP's social media presence, particularly its successful use of TikTok as a marketing platform. He shares how the brand leveraged influencers and creative content to connect with younger audiences, as well as the balance between low and high funnel marketing strategies. Ben also sheds light on his approach to brand building including a focus on longevity, reflected in investments in channels like out-of-home advertising and connected TV.

Key takeaways:

● Understand and address consumer needs with empathy and without judgment

● Balance affordability and accessibility in product distribution

● Invest in strategies that prioritize brand longevity through genuine storytelling and brand

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In this episode of BRAVE COMMERCE, Luke Kigel, Kimberly-Clark North American Vice President of Digital Marketing & Consumer Experience, joins hosts Rachel Tipograph and Sarah Hofstetter to offer insights into the evolving landscape of marketing and consumer behavior within the CPG industry.

As the conversation begins, Luke reflects on his transition from the customer side back to the supplier brand side. One key theme throughout the interview is the emphasis on consumer-centricity. Luke stresses the importance of understanding and meeting the needs of consumers, who are ultimately people seeking meaningful experiences with brands. He also discusses the challenges of bridging the gap between different marketing disciplines and ensuring a unified brand experience across various touchpoints.

Collaboration emerges as a critical factor in navigating these challenges, with Luke advocating for partnership and open communication across functions. He acknowledges the difficulty of implementing consumer-centric strategies within large organizations but emphasizes the need for alignment and shared understanding of goals. Luke also highlights the role of processes and ways of working as enablers for effective collaboration.

The conversation extends to the rise of retail media and the changing dynamics between brand manufacturers and retailers. Luke emphasizes the importance of understanding consumer behavior and building direct relationships with consumers, regardless of the channel or platform. He predicts a continued shift towards personalized and integrated experiences driven by deeper consumer insights.

As the discussion concludes, Luke reflects on the future of consumer behavior and the evolving relationship between CPG companies and commerce. He shares a personal anecdote about the changing nature of the purchase journey, emphasizing the importance of product consideration and the role of social media in brand building.

Key takeaways:

● Embrace industry disruption and adapt to changes like retail media and connected commerce

● Stay adaptable and responsive to changing consumer needs

● Acknowledge the inverted marketing funnel and focus on product consideration and post-purchase experiences

Hosted on Acast. See acast.com/privacy for more information.