The CPG Guys are joined in this episode by Caitlin Winsor Senior Director of Media, Strategy &amp; Investment at PepsiCo and Chris Grillo Vice President of Sales, CPG at Tubi, the most watched free TV and movie streaming service in the U.S.Follow Cailtin on LinkedIn at: <a href='https://www.linkedin.com/in/caitlin-coburn-winsor-80789810/'>https://www.linkedin.com/in/caitlin-coburn-winsor-80789810/</a>Follow PepsiCo on LinkedIn at: <a href='https://www.linkedin.com/company/pepsico/'>https://www.linkedin.com/company/pepsico/</a>Follow Chris on LinkedIn at: <a href='https://www.linkedin.com/in/christopher-grillo-abab465/'>https://www.linkedin.com/in/christopher-grillo-abab465/</a>Follow Tubi on LinkedIn at: <a href='https://www.linkedin.com/company/tubi-tv/'>https://www.linkedin.com/company/tubi-tv/</a>Follow Tubi online at: <a href='https://corporate.tubitv.com/partners/advertisewithus/ad-experience/'>https://corporate.tubitv.com/partners/advertisewithus/ad-experience/</a>We ask them these questions:<ol><li>How would you describe Tubi’s role in the CTV ecosystem today?</li><li>What shifts are you seeing in how they think about reach, engagement, and performance in streaming?</li><li>Where does connected TV fit within your overall media mix strategy, and what signals do you monitor when evaluating a new CTV partner?</li><li>What were some of the most surprising or important findings for CPG marketers in the Harris Poll study?</li><li>How are these insights challenging or reshaping traditional assumptions around reach, frequency, and engagement for CPG brands?</li><li>How do these findings align with what you’re seeing in your own consumers and media performance?</li><li>What are the key implications for how CPG brands should rethink their media mix and investment strategies moving forward?</li><li>As CPG brands invest more in streaming, how are they starting to think differently about what success looks like beyond just reach and awareness?</li><li> Can you share a recent example where a CPG campaign on Tubi delivered a measurable lift that surprised the team?</li><li>In the CPG space, how do you collaborate with advertisers to craft creatives that perform on CTV? </li><li>Are there best practices for integrating traditional TV ad assets with shorter video assets for streaming environments to maximize resonance and efficiency?</li><li>With inflationary pressures and changing consumer behavior, how do you optimize the media mix to protect brand equity while driving growth on CTV?</li><li>What attribution model or measurement framework do you rely on for CTV campaigns? </li><li>What does a successful CPG–CTV partnership look like from your perspective?</li></ol>CPG Guys Website: <a href='http://cpgguys.com/'>http://CPGguys.com</a> FMCG Guys Website: <a href='http://fmcgguys.com/'>http://FMCGguys.com</a> SheCOMMERCE Website: <a href='https://shecommercepodcast.com/'>https://shecommercepodcast.com/</a>DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.&nbsp;

<description>&lt;p&gt;The CPG Guys are joined in this episode by &lt;b&gt;Caitlin Winsor&lt;/b&gt; Senior Director of Media, Strategy &amp;amp; Investment at &lt;b&gt;PepsiCo&lt;/b&gt; and &lt;b&gt;Chris Grillo&lt;/b&gt; Vice President of Sales, CPG at &lt;b&gt;Tubi&lt;/b&gt;, the most watched free TV and movie streaming service in the U.S.&lt;/p&gt;&lt;p&gt;Follow Cailtin on LinkedIn at: &lt;a href='https://www.linkedin.com/in/caitlin-coburn-winsor-80789810/'&gt;https://www.linkedin.com/in/caitlin-coburn-winsor-80789810/&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Follow PepsiCo on LinkedIn at: &lt;a href='https://www.linkedin.com/company/pepsico/'&gt;https://www.linkedin.com/company/pepsico/&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Follow Chris on LinkedIn at: &lt;a href='https://www.linkedin.com/in/christopher-grillo-abab465/'&gt;https://www.linkedin.com/in/christopher-grillo-abab465/&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Follow Tubi on LinkedIn at: &lt;a href='https://www.linkedin.com/company/tubi-tv/'&gt;https://www.linkedin.com/company/tubi-tv/&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Follow Tubi online at: &lt;a href='https://corporate.tubitv.com/partners/advertisewithus/ad-experience/'&gt;https://corporate.tubitv.com/partners/advertisewithus/ad-experience/&lt;/a&gt;&lt;/p&gt;&lt;p&gt;We ask them these questions:&lt;/p&gt;&lt;ol&gt;&lt;li&gt;How would you describe Tubi’s role in the CTV ecosystem today?&lt;/li&gt;&lt;li&gt;What shifts are you seeing in how they think about reach, engagement, and performance in streaming?&lt;/li&gt;&lt;li&gt;Where does connected TV fit within your overall media mix strategy, and what signals do you monitor when evaluating a new CTV partner?&lt;/li&gt;&lt;li&gt;What were some of the most surprising or important findings for CPG marketers in the Harris Poll study?&lt;/li&gt;&lt;li&gt;How are these insights challenging or reshaping traditional assumptions around reach, frequency, and engagement for CPG brands?&lt;/li&gt;&lt;li&gt;How do these findings align with what you’re seeing in your own consumers and media performance?&lt;/li&gt;&lt;li&gt;What are the key implications for how CPG brands should rethink their media mix and investment strategies moving forward?&lt;/li&gt;&lt;li&gt;As CPG brands invest more in streaming, how are they starting to think differently about what success looks like beyond just reach and awareness?&lt;/li&gt;&lt;li&gt; Can you share a recent example where a CPG campaign on Tubi delivered a measurable lift that surprised the team?&lt;/li&gt;&lt;li&gt;In the CPG space, how do you collaborate with advertisers to craft creatives that perform on CTV? &lt;/li&gt;&lt;li&gt;Are there best practices for integrating traditional TV ad assets with shorter video assets for streaming environments to maximize resonance and efficiency?&lt;/li&gt;&lt;li&gt;With inflationary pressures and changing consumer behavior, how do you optimize the media mix to protect brand equity while driving growth on CTV?&lt;/li&gt;&lt;li&gt;What attribution model or measurement framework do you rely on for CTV campaigns? &lt;/li&gt;&lt;li&gt;What does a successful CPG–CTV partnership look like from your perspective?&lt;/li&gt;&lt;/ol&gt;&lt;p&gt;CPG Guys Website: &lt;a href='http://cpgguys.com/'&gt;http://CPGguys.com&lt;/a&gt;&lt;br/&gt;FMCG Guys Website: &lt;a href='http://fmcgguys.com/'&gt;http://FMCGguys.com&lt;/a&gt;&lt;br/&gt;SheCOMMERCE Website: &lt;a href='https://shecommercepodcast.com/'&gt;https://shecommercepodcast.com/&lt;/a&gt;&lt;/p&gt;&lt;p&gt;DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.&lt;/p&gt; &lt;p&gt;CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.&amp;nbsp;&lt;/p&gt;</description>

The CPG Guys are joined in this episode by Caitlin Winsor Senior Director of Media, Strategy &amp; Investment at PepsiCo and Chris Grillo Vice President of Sales, CPG at Tubi, the most watched free TV and movie streaming service in the U.S. Follow Cailtin on LinkedIn at: https://www.linkedin.com/in/caitlin-coburn-winsor-80789810/ Follow PepsiCo on LinkedIn at: https://www.linkedin.com/company/pepsico/ Follow Chris on LinkedIn at: https://www.linkedin.com/in/christopher-grillo-abab465/ Follow ...

Driving Full Funnel Brand Equity Through Tubi with PepsiCo's Caitlin Winsor and Tubi's Chris Grillo

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. This week’s topics:<ul><li>KDP Quarterly earnings</li><li>Gen Z pre-games drinking before heading out</li><li>Microsoft Voluntary Retirements</li><li>TikTok Measurement</li></ul>CPG Guys Website: <a href='http://cpgguys.com/'>http://CPGguys.com</a> FMCG Guys Website: <a href='http://fmcgguys.com/'>http://FMCGguys.com</a> SheCOMMERCE Website: <a href='https://shecommercepodcast.com/'>https://shecommercepodcast.com/</a> Rhea Raj’s Website: <a href='http://rhearaj.com/'>http://rhearaj.com</a> Lara Raj in Katseye: <a href='https://www.katseye.world/'>https://www.katseye.world/</a>DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.&nbsp;

<description>&lt;p&gt;Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. &lt;/p&gt;&lt;p&gt;This week’s topics:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;KDP Quarterly earnings&lt;/li&gt;&lt;li&gt;Gen Z pre-games drinking before heading out&lt;/li&gt;&lt;li&gt;Microsoft Voluntary Retirements&lt;/li&gt;&lt;li&gt;TikTok Measurement&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;CPG Guys Website: &lt;a href='http://cpgguys.com/'&gt;http://CPGguys.com&lt;/a&gt;&lt;br/&gt;FMCG Guys Website: &lt;a href='http://fmcgguys.com/'&gt;http://FMCGguys.com&lt;/a&gt;&lt;br/&gt;SheCOMMERCE Website: &lt;a href='https://shecommercepodcast.com/'&gt;https://shecommercepodcast.com/&lt;/a&gt;&lt;br/&gt;Rhea Raj’s Website: &lt;a href='http://rhearaj.com/'&gt;http://rhearaj.com&lt;/a&gt;&lt;br/&gt;Lara Raj in Katseye: &lt;a href='https://www.katseye.world/'&gt;https://www.katseye.world/&lt;/a&gt;&lt;/p&gt;&lt;p&gt;DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.&lt;/p&gt;&lt;p&gt;CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.&amp;nbsp;&lt;/p&gt;</description>

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.  This week’s topics: KDP Quarterly earningsGen Z pre-games drinking before heading outMicrosoft Voluntary RetirementsTikTok MeasurementCPG Guys Website: http://CPGguys.com FMCG Guys Website: http://FMCGguys.com SheCOMMERCE Website: https://shecommercepodcast.com/ Rhea Raj’s Website: http://rhearaj.com Lara Raj in Katseye: https://www.katseye.world/ DISCLAIMER: The content in this podcast episode...

Commerce Riff with Sri & PVSB - April 28, 2026

The CPG Guys are joined in this episode by Shelley Zalis, Founder &amp; CEO of The Female Quotient. Founded in 2007, The Female Quotient (The FQ) is an equality services company that provides thought leadership platforms for women and develops solutions for organizations committed to closing the gender gap in the workplace. Co-Hosting this episode with PVSB is Jacqui Dynowski, co-host of SheCommerce Podcast.Follow Shelley on LinkedIn at: <a href='https://www.linkedin.com/in/shelleyzalis/'>https://www.linkedin.com/in/shelleyzalis/</a>Follow The FQ online at: <a href='https://www.thefemalequotient.com/'>https://www.thefemalequotient.com/</a>Shelley answers these questions:<ol><li>What&apos;s the most compelling ROI data you&apos;ve seen from CPG companies that have actually closed their internal gender gaps — and what did they do differently?</li><li>How big is that disconnect, and what&apos;s the cost to brand relevance when leadership doesn&apos;t reflect the shopper?</li><li>How have CPG companies — historically some of the biggest advertisers in the world — performed on the Gender Equality Measure (GEM) score, and where is the biggest gap still?</li><li>How do you counsel companies that are getting squeamish — and what do you say to those who argue that pulling back is a business-neutral decision?</li><li>For CPG companies deploying AI in marketing, hiring, and consumer insights, what guardrails should they be building in?</li><li>How are you seeing CPG executives use those spaces differently than other industries — and what conversations are you hearing most from women in the retail media and commerce ecosystem?</li><li>In CPG, where field sales, trade roles, and supply chain jobs often require significant travel and irregular hours, how should companies redesign work structures to stop losing women mid-career?</li><li>What does it look like when a male CPG CEO truly leads on this — versus when it&apos;s performative — and how can listeners of this podcast who are male executives actually show up differently starting Monday morning?</li><li>What do you see as the unique opportunity that Cannes creates for driving meaningful equality commitments from CMOs and brand leaders — versus it being another cocktail-party conversation that doesn&apos;t translate back to the office?</li><li>What are the two or three metrics that CPG companies should be tracking internally that most of them currently aren&apos;t — and how do you hold leadership accountable when the numbers don&apos;t move?</li></ol>CPG Guys Website: <a href='http://cpgguys.com/'>http://CPGguys.com</a> FMCG Guys Website: <a href='http://fmcgguys.com/'>http://FMCGguys.com</a> SheCOMMERCE Website: <a href='https://shecommercepodcast.com/'>https://shecommercepodcast.com/</a> Rhea Raj’s Website: <a href='http://rhearaj.com/'>http://rhearaj.com</a> Lara Raj in Katseye: <a href='https://www.katseye.world/'>https://www.katseye.world/</a>DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.&nbsp;

<description>&lt;p&gt;The CPG Guys are joined in this episode by &lt;b&gt;Shelley Zalis&lt;/b&gt;, Founder &amp;amp; CEO of &lt;b&gt;The Female Quotient&lt;/b&gt;. Founded in 2007, The Female Quotient (The FQ) is an equality services company that provides thought leadership platforms for women and develops solutions for organizations committed to closing the gender gap in the workplace. &lt;/p&gt;&lt;p&gt;Co-Hosting this episode with PVSB is &lt;b&gt;Jacqui Dynowski&lt;/b&gt;, co-host of SheCommerce Podcast.&lt;/p&gt;&lt;p&gt;Follow Shelley on LinkedIn at: &lt;a href='https://www.linkedin.com/in/shelleyzalis/'&gt;https://www.linkedin.com/in/shelleyzalis/&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Follow The FQ online at: &lt;a href='https://www.thefemalequotient.com/'&gt;https://www.thefemalequotient.com/&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Shelley answers these questions:&lt;/p&gt;&lt;ol&gt;&lt;li&gt;What&amp;apos;s the most compelling ROI data you&amp;apos;ve seen from CPG companies that have actually closed their internal gender gaps — and what did they do differently?&lt;/li&gt;&lt;li&gt;How big is that disconnect, and what&amp;apos;s the cost to brand relevance when leadership doesn&amp;apos;t reflect the shopper?&lt;/li&gt;&lt;li&gt;How have CPG companies — historically some of the biggest advertisers in the world — performed on the Gender Equality Measure (GEM) score, and where is the biggest gap still?&lt;/li&gt;&lt;li&gt;How do you counsel companies that are getting squeamish — and what do you say to those who argue that pulling back is a business-neutral decision?&lt;/li&gt;&lt;li&gt;For CPG companies deploying AI in marketing, hiring, and consumer insights, what guardrails should they be building in?&lt;/li&gt;&lt;li&gt;How are you seeing CPG executives use those spaces differently than other industries — and what conversations are you hearing most from women in the retail media and commerce ecosystem?&lt;/li&gt;&lt;li&gt;In CPG, where field sales, trade roles, and supply chain jobs often require significant travel and irregular hours, how should companies redesign work structures to stop losing women mid-career?&lt;/li&gt;&lt;li&gt;What does it look like when a male CPG CEO truly leads on this — versus when it&amp;apos;s performative — and how can listeners of this podcast who are male executives actually show up differently starting Monday morning?&lt;/li&gt;&lt;li&gt;What do you see as the unique opportunity that Cannes creates for driving meaningful equality commitments from CMOs and brand leaders — versus it being another cocktail-party conversation that doesn&amp;apos;t translate back to the office?&lt;/li&gt;&lt;li&gt;What are the two or three metrics that CPG companies should be tracking internally that most of them currently aren&amp;apos;t — and how do you hold leadership accountable when the numbers don&amp;apos;t move?&lt;/li&gt;&lt;/ol&gt;&lt;p&gt;CPG Guys Website: &lt;a href='http://cpgguys.com/'&gt;http://CPGguys.com&lt;/a&gt;&lt;br/&gt;FMCG Guys Website: &lt;a href='http://fmcgguys.com/'&gt;http://FMCGguys.com&lt;/a&gt;&lt;br/&gt;SheCOMMERCE Website: &lt;a href='https://shecommercepodcast.com/'&gt;https://shecommercepodcast.com/&lt;/a&gt;&lt;br/&gt;Rhea Raj’s Website: &lt;a href='http://rhearaj.com/'&gt;http://rhearaj.com&lt;/a&gt;&lt;br/&gt;Lara Raj in Katseye: &lt;a href='https://www.katseye.world/'&gt;https://www.katseye.world/&lt;/a&gt;&lt;/p&gt;&lt;p&gt;DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.&lt;/p&gt; &lt;p&gt;CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.&amp;nbsp;&lt;/p&gt;</description>

The CPG Guys are joined in this episode by Shelley Zalis, Founder &amp; CEO of The Female Quotient. Founded in 2007, The Female Quotient (The FQ) is an equality services company that provides thought leadership platforms for women and develops solutions for organizations committed to closing the gender gap in the workplace.  Co-Hosting this episode with PVSB is Jacqui Dynowski, co-host of SheCommerce Podcast. Follow Shelley on LinkedIn at: https://www.linkedin.com/in/shelleyzalis/ Follow...

Closing the CPG Gender Gap with The Female Quotient's Shelley Zalis

The CPG Guys are joined in the episode by Patrick Nommensen, Head, Strategic Initiatives, AMS &amp; Europe, E-Commerce at TikTok.This episode was record in Las Vegas at Shoptalk 2026.Follow Patrick on LinkedIn at: <a href='https://www.linkedin.com/in/pnommensen/'>https://www.linkedin.com/in/pnommensen/</a> Follow TikTok on LinkedIn at: <a href='https://www.linkedin.com/company/tiktok/'>https://www.linkedin.com/company/tiktok/ </a>Patrick answers these questions:<ol><li>Patrick, you’ve been vocal about how TikTok Shop is “discovery-led commerce,” where shopping starts with inspiration, not intent. In 2026, reports by others have estimated there are over 80 million U.S. shoppers on the platform, how do you preserve that sense of discovery at scale?</li><li>There’s a perception that TikTok Shop is driven by viral, one-off purchases. But we’re now seeing brands build repeat purchase behavior and long-term customer value. What tools are TikTok Shop providing for brands to move from “viral moment” to sustained brand loyalty?</li><li>We see the huge stars, but your data shows that micro-influencers often have 2x the engagement for CPG brands. How is TikTok Shop’s affiliate model evolving to help a brand like PepsiCo and flavor swap chips manage multiple micro-creators at scale without a massive manual headcount?</li><li>Live shopping is often seen as an Asia-first behavior, but we’re seeing strong adoption in the U.S. What’s different about how U.S. consumers engage with LIVE, and where do you see the biggest opportunity?</li><li>Traditional e-commerce starts with search and intent. TikTok Shop starts with discovery and inspiration. How should CPG brands rethink their entire go-to-market strategy in a world where consumers don’t search—they discover?</li><li> Retailers like Walmart and Amazon have deep &quot;closed-loop&quot; measurement. How is TikTok Shop closing the gap to show a CPG Brand Manager exactly how a viral video on Tuesday led to an in-store purchase at a physical Kroger on Friday?</li><li>Amazon and Walmart have launched their own social feeds. What is the &quot;moat&quot; that TikTok Shop has that a legacy retailer can never replicate, no matter how much they invest in &quot;social&quot; features?</li><li>We’re hearing more brands describe TikTok Shop as a real-time “test kitchen” for product development. Can you share how brands are using the platform to test, iterate, and scale products faster than traditional retail cycles?</li><li>TikTok Shop is no longer just a test channel–many enterprise brands are now treating it as core infrastructure. What are you seeing from large CPG brands in terms of investment and long-term strategy?</li><li>If we sit down in 2030, is TikTok still an &quot;App,&quot; or is it the underlying operating system for how the world discovers and consumes everything?</li></ol>CPG Guys Website: <a href='http://cpgguys.com/'>http://CPGguys.com</a> FMCG Guys Website: <a href='http://fmcgguys.com/'>http://FMCGguys.com</a> SheCOMMERCE Website: <a href='https://shecommercepodcast.com/'>https://shecommercepodcast.com/</a> Rhea Raj’s Website: <a href='http://rhearaj.com/'>http://rhearaj.com</a> Lara Raj in Katseye: <a href='https://www.katseye.world/'>https://www.katseye.world/</a>DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.&nbsp;

<description>&lt;p&gt;The CPG Guys are joined in the episode by &lt;b&gt;Patrick Nommensen&lt;/b&gt;, Head, Strategic Initiatives, AMS &amp;amp; Europe, E-Commerce at &lt;b&gt;TikTok&lt;/b&gt;.&lt;/p&gt;&lt;p&gt;This episode was record in Las Vegas at Shoptalk 2026.&lt;/p&gt;&lt;p&gt;Follow Patrick on LinkedIn at: &lt;a href='https://www.linkedin.com/in/pnommensen/'&gt;https://www.linkedin.com/in/pnommensen/&lt;/a&gt; &lt;/p&gt;&lt;p&gt;Follow TikTok on LinkedIn at: &lt;a href='https://www.linkedin.com/company/tiktok/'&gt;https://www.linkedin.com/company/tiktok/ &lt;/a&gt;&lt;/p&gt;&lt;p&gt;Patrick answers these questions:&lt;/p&gt;&lt;ol&gt;&lt;li&gt;Patrick, you’ve been vocal about how TikTok Shop is “discovery-led commerce,” where shopping starts with inspiration, not intent. In 2026, reports by others have estimated there are over 80 million U.S. shoppers on the platform, how do you preserve that sense of discovery at scale?&lt;/li&gt;&lt;li&gt;There’s a perception that TikTok Shop is driven by viral, one-off purchases. But we’re now seeing brands build repeat purchase behavior and long-term customer value. What tools are TikTok Shop providing for brands to move from “viral moment” to sustained brand loyalty?&lt;/li&gt;&lt;li&gt;We see the huge stars, but your data shows that micro-influencers often have 2x the engagement for CPG brands. How is TikTok Shop’s affiliate model evolving to help a brand like PepsiCo and flavor swap chips manage multiple micro-creators at scale without a massive manual headcount?&lt;/li&gt;&lt;li&gt;Live shopping is often seen as an Asia-first behavior, but we’re seeing strong adoption in the U.S. What’s different about how U.S. consumers engage with LIVE, and where do you see the biggest opportunity?&lt;/li&gt;&lt;li&gt;Traditional e-commerce starts with search and intent. TikTok Shop starts with discovery and inspiration. How should CPG brands rethink their entire go-to-market strategy in a world where consumers don’t search—they discover?&lt;/li&gt;&lt;li&gt; Retailers like Walmart and Amazon have deep &amp;quot;closed-loop&amp;quot; measurement. How is TikTok Shop closing the gap to show a CPG Brand Manager exactly how a viral video on Tuesday led to an in-store purchase at a physical Kroger on Friday?&lt;/li&gt;&lt;li&gt;Amazon and Walmart have launched their own social feeds. What is the &amp;quot;moat&amp;quot; that TikTok Shop has that a legacy retailer can never replicate, no matter how much they invest in &amp;quot;social&amp;quot; features?&lt;/li&gt;&lt;li&gt;We’re hearing more brands describe TikTok Shop as a real-time “test kitchen” for product development. Can you share how brands are using the platform to test, iterate, and scale products faster than traditional retail cycles?&lt;/li&gt;&lt;li&gt;TikTok Shop is no longer just a test channel–many enterprise brands are now treating it as core infrastructure. What are you seeing from large CPG brands in terms of investment and long-term strategy?&lt;/li&gt;&lt;li&gt;If we sit down in 2030, is TikTok still an &amp;quot;App,&amp;quot; or is it the underlying operating system for how the world discovers and consumes everything?&lt;/li&gt;&lt;/ol&gt;&lt;p&gt;CPG Guys Website: &lt;a href='http://cpgguys.com/'&gt;http://CPGguys.com&lt;/a&gt;&lt;br/&gt;FMCG Guys Website: &lt;a href='http://fmcgguys.com/'&gt;http://FMCGguys.com&lt;/a&gt;&lt;br/&gt;SheCOMMERCE Website: &lt;a href='https://shecommercepodcast.com/'&gt;https://shecommercepodcast.com/&lt;/a&gt;&lt;br/&gt;Rhea Raj’s Website: &lt;a href='http://rhearaj.com/'&gt;http://rhearaj.com&lt;/a&gt;&lt;br/&gt;Lara Raj in Katseye: &lt;a href='https://www.katseye.world/'&gt;https://www.katseye.world/&lt;/a&gt;&lt;/p&gt;&lt;p&gt;DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does&lt;/p&gt; &lt;p&gt;CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.&amp;nbsp;&lt;/p&gt;</description>

The CPG Guys are joined in the episode by Patrick Nommensen, Head, Strategic Initiatives, AMS &amp; Europe, E-Commerce at TikTok. This episode was record in Las Vegas at Shoptalk 2026. Follow Patrick on LinkedIn at: https://www.linkedin.com/in/pnommensen/  Follow TikTok on LinkedIn at: https://www.linkedin.com/company/tiktok/  Patrick answers these questions: Patrick, you’ve been vocal about how TikTok Shop is “discovery-led commerce,” where shopping starts with inspiration, not int...

Discovery-Led Commerce with TikTok's Patrick Nommensen

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. This week’s topics:<ul><li>Uber Invests More in Delivery Hero</li><li>DGMN introduces in-store audio</li><li>Conagra&apos;s new CEO</li><li>Goop Kitchen</li></ul>CPG Guys Website: <a href='http://cpgguys.com/'>http://CPGguys.com</a> FMCG Guys Website: <a href='http://fmcgguys.com/'>http://FMCGguys.com</a> SheCOMMERCE Website: <a href='https://shecommercepodcast.com/'>https://shecommercepodcast.com/</a> Rhea Raj’s Website: <a href='http://rhearaj.com/'>http://rhearaj.com</a> Lara Raj in Katseye: <a href='https://www.katseye.world/'>https://www.katseye.world/</a>DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.&nbsp;

<description>&lt;p&gt;Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. &lt;/p&gt;&lt;p&gt;This week’s topics:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Uber Invests More in Delivery Hero&lt;/li&gt;&lt;li&gt;DGMN introduces in-store audio&lt;/li&gt;&lt;li&gt;Conagra&amp;apos;s new CEO&lt;/li&gt;&lt;li&gt;Goop Kitchen&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;CPG Guys Website: &lt;a href='http://cpgguys.com/'&gt;http://CPGguys.com&lt;/a&gt;&lt;br/&gt;FMCG Guys Website: &lt;a href='http://fmcgguys.com/'&gt;http://FMCGguys.com&lt;/a&gt;&lt;br/&gt;SheCOMMERCE Website: &lt;a href='https://shecommercepodcast.com/'&gt;https://shecommercepodcast.com/&lt;/a&gt;&lt;br/&gt;Rhea Raj’s Website: &lt;a href='http://rhearaj.com/'&gt;http://rhearaj.com&lt;/a&gt;&lt;br/&gt;Lara Raj in Katseye: &lt;a href='https://www.katseye.world/'&gt;https://www.katseye.world/&lt;/a&gt;&lt;/p&gt;&lt;p&gt;DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.&lt;/p&gt; &lt;p&gt;CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.&amp;nbsp;&lt;/p&gt;</description>

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.  This week’s topics: Uber Invests More in Delivery HeroDGMN introduces in-store audioConagra's new CEOGoop KitchenCPG Guys Website: http://CPGguys.com FMCG Guys Website: http://FMCGguys.com SheCOMMERCE Website: https://shecommercepodcast.com/ Rhea Raj’s Website: http://rhearaj.com Lara Raj in Katseye: https://www.katseye.world/ DISCLAIMER: The content in this podcast episode is provided for gene...

Commerce Riff with Sri & PVSB - April 21, 2026

CPG &amp; FMCG eCommerce industry icon Sri Rajagopalan &amp; consumer loyalty guru Peter V.S. Bond explore how brands and retailers understand and engage with consumers in-store, online and everywhere in between. http://cpgguys.com&nbsp;

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