Andy Murray is joined by long-time CPG expert, Kelly Downey. Kelly currently serves as a strategic consultant at Oxford SM and has over 30 years of experience working within the CPG industry. Her career has driven change in field and headquarter sales, trade planning, shopper marketing, and digital/agile transformation.
Their conversation explores the strategic challenges facing the CPG industry as Retail Media Networks continue to transform the way business is done both internally and externally.
Topics and Questions
00:50 Guest Introduction
03:59 Consistent themes and challenges across Retail Media Networks
6:54 How the complexity of RMNs has changed the way leaders are viewing the industry
10:02 The recent shift in expectations and investment in Retail Media Networks
13:27 Where should leadership come from internally on Retail Media Networks?
15:41 How RMNs will impact investment in Shopper Marketing
21:12 What should senior leaders know about the current reality of RMNs
26:04 Reorganization in a rapidly changing Retail Media environment
29:04 Setting boundaries in how you approach spending
30:22 Discussing ownership of RMN dollars
32:45 What senior leaders can learn from those with hands on keyboard
38:26 The power of collaborating with the finance team
41:27 Being strategic vs reactive in an emerging RMN space
43:20 Managing varying brand expectations
44:21 Advice for senior leaders
47:18 The benefit of industry share groups and collaboration
Show Links
Kelly Downey: https://www.linkedin.com/in/kelly-dow...
Andy Murray: https://www.linkedin.com/in/andrewlmu...
CCLI: https://www.linkedin.com/company/cust...
bigQUEST: https://www.bigquest.com
RMN White Paper: https://tinyurl.com/ymjaxuch
