November 17 - 20, 2024
Santa Barbara, CA

CPG’s Latest Playbook: Agility, Automation, & Data-Driven Strategy

Agility continues to be the word of the moment if CPGs ever expect to keep up in today’s constantly changing marketplace and economy..

Brands need to adapt with consumer behavior in order to effectively engage in this cluttered environment. Though fighting for attention isn’t enough, CPGs that win product discovery and drive customer retention will be the ones to succeed.

As inflation cools, it seems consumers have permanently changed their shopping habits. They continue to purchase private labels, and often times when they do buy from brands, they opt for the one with the most compelling value proposition.

Consumers are also demanding to look behind the curtain. How are products made? Are they sustainable? Are they true to their customers’ values? Showing brand purpose can not only make CPGs stand out from the crowd but drive loyalty and LTV as well.

It’s imperative that brands stay on top of what people are thinking and doing in order to keep up. The challenge is with data restrictions and growing competition, achieving that level of personalization can be a challenge. So how do you do it? How do you acquire enough data and insights to stay on top of consumers’ needs?

Whether it’s leveraging the latest tech and innovations, engaging with RMNs and other partnerships, or investing on emerging channels, it’s time for CPG brands to step out of their comfort zone and test new opportunities!

We will Explore:

  • Incorporating Generative AI and Data Tech with omnichannel media planning
  • RMNs impact on data-driven media channels
  • Leveraging AI-powered customer personas to uncover actionable insights
  • Tactics for building first-party data and loyalty
  • Brand partnerships
  • Unraveling consumer’s journey and complex multi-channel framework
  • Social commerce
  • Shift to DTC model to build customer relationships
  • Marketing Sustainability and Brand Purpose


In case studies, discussion sessions, and MediaPost's signature roundtables, we will bring some of the most advanced CPG brands together to share best practices and discuss the tools, channels, and strategies that are proving most effective for reaching today’s audience.

Join the conversation #MediaPostInsiderSummits

Conference Content Programmers:

Steve Smith, VP, Editorial Director, Events, MediaPost

Lisa Singer, Senior Director, Event Programming, MediaPost

Barbie Romero, Director, Event Programming, MediaPost



For brand marketer VIP pass inquiries please contact Kevin Massa at massa@mediapost.com

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Agenda

Sunday, 11/17

6:30 PM Pacific
9:30 PM ET
Welcome Cocktails

Monday, 11/18

9:15 AM Pacific
12:15 PM ET
Sponsor Breakfast Presentation
9:35 AM Pacific
12:35 PM ET
Opening Remarks
MC
Lisa Singer, Senior Director, Event Programming, MediaPost 
9:45 AM Pacific
12:45 PM ET
Keynote
Keynote
Jason Horowitz, Senior Vice President U.S. Marketing | Global Head of Media & Digital, Mattel 
10:15 AM Pacific
1:15 PM ET
Panel: Navigating the Omnichannel Maze - Consumer Engagement/Personalization Strategies
Consumers shop in multiple ways: e-comm, brick-and-mortar, order pick-up, mobile, etc., and that’s not even including all the other channels, from social to display to CTV, and more, that they might experience along the way. How are CPG brands targeting and finding customers in this complex ecosystem? What data are they gathering, and how are they using it to better personalize their experience? How are they measuring impact? This panel will share their approach to achieving a more holistic view of their channels and tactics to better engage with consumers and drive ROI.
PanelistS
Tony Fung, Director of Shopper Marketing & E-Commerce, Bob Evans Farms 
Darryl Tricksey, Senior Brand Marketing Manager, Red Bull North America 
10:45 AM Pacific
1:45 PM ET
Sponsor Spotlight & Coffee Break
11:15 AM Pacific
2:15 PM ET
Case Study: RMN's Boost CTV Ad Peformance
Presenter
Kevin Manke, Sr. Manager, Media & Data Strategy, Danone North America 
11:35 AM Pacific
2:35 PM ET
Case Study: The 100 Year Plan
When you manufacture Oreos (born, 1912), Honey Maid (b. 1925) or Ritz (b. 1934) snacks, you think longer term brand positioning, resourcing and even cultural affinities than an everyday CPG maker. Mondelez’s Marketing Excellence Lead shares how her team is thinking about what brands will need in 2030. From staff skill sets to AI and digital investments, evolving customer journey mapping to untapped areas for growth – what will it take for brands to thrive in their second centuries?
Presenter
Sally Barton, Marketing Excellence Lead, Mondelēz International 
11:55 AM Pacific
2:55 PM ET
Roundtable: From Niche to Mainstream: Navigating Accelerated Brand Growth
Featuring
Mary Beugelsdijk, Senior Brand Manager, Primal Kitchen 
11:55 AM Pacific
2:55 PM ET
Roundtable: Driving Internal Change: Crystalizing Priorities, Managing stakeholders, and Engaging Teams
Featuring
Sarah Leinberger, Head of Brand Experience Marketing, Snacks, General Mills 
2:00 PM Pacific
5:00 PM ET
Afternoon Activities
Urban Walking Wine Tour
Golf - Sandpiper Golf Club
Near Coastal Kayaking Tour
6:30 PM Pacific
9:30 PM ET
Cocktail Party
7:30 PM Pacific
10:30 PM ET
Dinner

Tuesday, 11/19

9:35 AM Pacific
12:35 PM ET
Notes from the Emcee
MC
Lisa Singer, Senior Director, Event Programming, MediaPost 
9:45 AM Pacific
12:45 PM ET
Keynote
Keynote
Joy Ogunneye, Global Innovation Comms Lead for Aveeno, Kenvue 
10:15 AM Pacific
1:15 PM ET
Case Study: Actionable AI - How Newell Brands Built Customer Personas
Newell Brands, the company behind iconic names like Rubbermaid and Sharpie, is revolutionizing how they understand consumers. With AI, they're tapping into always-on data to uncover deep, actionable insights. Randee Keating, Sr. Director of Consumer Insights, explains how AI-powered customer personas are unlocking invaluable insights, driving smarter, and faster marketing decisions. This isn't just data - it's a game-changer for creativity and growth.
Presenter
Randee Keating, Sr. Director of Consumer Insights, Newell Brands 
10:35 AM Pacific
1:35 PM ET
Sponsor Spotlight & Coffee Break
11:05 AM Pacific
2:05 PM ET
Panel: Unlocking Growth - CPG Brands & the Digital Data Transformation
As CPG brands require more data to attribute to ROAS, they need to keep up with the latest digital offerings. How are brands using AI to further segment their consumer journeys? How has building first-party data allowed them to be more agile and responsive to consumers changing needs? Has building an e-comm offering benefitted in-store sales, and how has it impacted their overall marketing strategy? This panel of CPG marketing mavens will discuss the challenges and benefits of leveraging digital and tech; including expanding reach, greater personalization, improved customer experience, higher levels of efficiency, increased sales, and more.
Panelist
Erika Reed, Manager - Consumer Data Strategy, General Mills 
11:35 AM Pacific
2:35 PM ET
Case Study: NERDing Out on Viral Success
Presenter
Joey Rath, Global MArketing Director, NERDS Candy, Ferrara 
11:55 AM Pacific
2:55 PM ET
Roundtable: Building Zero & First-Party Data
Featuring
Erika Reed, Manager - Consumer Data Strategy, General Mills 
11:55 AM Pacific
2:55 PM ET
Roundtable: Leveraging AI to Overcome the Post-Cookie Demise
2:00 PM Pacific
5:00 PM ET
Afternoon Activities
Catamaran Cruise Santa Barbara Coastline
Funk Zone Brewery Tour
Hiking at Rattlesnake Canyon
6:30 PM Pacific
9:30 PM ET
Cocktail Party
7:30 PM Pacific
10:30 PM ET
Dinner

Wednesday, 11/20

9:00 AM Pacific
12:00 PM ET
Presentation: Driving Performance While Building A Brand
Presenter
Ivonne Kinser, CMO, Hoplark 
9:30 AM Pacific
12:30 PM ET
Fireside Chat: How Aleve Educates Consumers Through Authentic Partnerships
In a commoditized pain-relief market, Aleve was looking for a better way to connect with consumers beyond the typical symptom-benefit advertising. We’re sitting down with Bayer’s Andrea Fischer and Jaclyn Casavant to talk about how last spring’s two partnerships — “The Painful Truth” and “National Arthritis Month” — came to life to differentiate Aleve from its competitors.
IntervieweeS
Jaclyn Casavant, Senior Brand Manager, Bayer 
Andrea Fischer, Senior Manager, Media Strategy and Activation, Bayer 
Interviewer
Erin Everhart, Senior Director of Event Programming, MediaPost 
9:50 AM Pacific
12:50 PM ET
Panel: Content and Context - Navigating CPG Marketing in the Post-Cookie Era
Historically CPGs have targeted consumers based on demographics and behavior. Now thanks to cookie deprecation, CPG brands are turning back to contextual marketing, creating partnerships, and mining their own first and zero-party data. But how are planners making their campaigns more effective, automating, and optimizing? What targeting options and solutions are they testing? Are they prioritizing consumers and how are they engaging with them without seeming invasive? Our panel of CPG marketers will break it all down for us.
10:20 AM Pacific
1:20 PM ET
Conference Ends

Featured Speakers

Sally Barton

Mondelēz International
Marketing Excellence Lead

Mary Beugelsdijk

Primal Kitchen
Senior Brand Manager

Jaclyn Casavant

Bayer
Senior Brand Manager

Andrea Fischer

Bayer
Senior Manager, Media Strategy and Activation

Tony Fung

Bob Evans Farms
Director of Shopper Marketing & E-Commerce

Jason Horowitz

Mattel
Senior Vice President U.S. Marketing | Global Head of Media & Digital

Randee Keating

Newell Brands
Sr. Director of Consumer Insights

Sarah Leinberger

General Mills
Head of Brand Experience Marketing, Snacks

Kevin Manke

Danone North America
Sr. Manager, Media & Data Strategy

Joy Ogunneye

Kenvue
Global Innovation Comms Lead for Aveeno

Joey Rath

Ferrara
Global MArketing Director, NERDS Candy

Erika Reed

General Mills
Manager - Consumer Data Strategy

Darryl Tricksey

Red Bull North America
Senior Brand Marketing Manager

Erin Everhart

MediaPost
Senior Director of Event Programming

Ivonne Kinser

Hoplark
CMO

Lisa Singer

MediaPost
Senior Director, Event Programming

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Activities

Monday 2 p.m.

Urban Walking Wine Tour

With more than 20 tasting rooms, Santa Barbara’s famed Urban Wine Trail is legendary.  Enjoy this fun and educational tour through the city's renowned Funk Zone - an eclectic enclave that borders the beach and is home to most of the Urban Wine Trail’s tasting rooms.

You’ll visit 2 wineries sampling a variety of wines and tasty snacks while getting an insider’s look at each of the featured winery's process and varieties.  Grab some comfortable shoes and let your palate lead the way for a delicious experience and amazing times with your fellow Summiters!

Monday 2 p.m.

Golf - Sandpiper Golf Club

The championship golf course at Sandpiper has been rated by Golf Digest in the top twenty five public golf courses in the nation. Featuring beautiful rolling fairways and challenging greens in a seaside links style layout, the course attracts players of all skill levels including players of the highest caliber playing host to several professional PGA and LPGA tournaments.

Monday 2 p.m.

Near Coastal Kayaking Tour

Join fellow Summiters on a 2 hour paddling adventure around the gorgeous Santa Barbara shoreline. Knowledgeable guides will provide basic instruction with all gear provided. The perfect way to take in the beauty of the coastline up close and personal while getting to know your colleagues a little better.




Tuesday 2 p.m.

Catamaran Cruise Santa Barbara Coastline

“Breathtaking” best describes a Santa Barbara experience aboard the Double Dolphin Catamaran.  Join your fellow Summit Insiders as you take in the amazing beauty of the area with a refreshing beverage in tow.

Whale and dolphin sightings are frequent as are the amazing sunsets.  A great way to get outdoors, take in the beauty of the Santa Barbara coastline and network with new friends and old.

Tuesday 2 p.m.

Funk Zone Brewery Tour

Join fellow-summiteers on a guided, progressive walking Brewery tour of Santa Barbara’s famous Funk Zone!
 
Over the past few decades, this district, located along the famed waterfront, has enjoyed an upswell of boutique tasting rooms, cafes, galleries, and shops that cater to Santa Barbara’s contemporary side. Named for its historically artsy, creative tenants throughout the (now converted) warehouse-heavy neighborhood, this ever-evolving artistic neighborhood is one spot to visit again and again.  An afternoon to remember for sure!

Tuesday 2 p.m.

Hiking at Rattlesnake Canyon

Rattlesnake Canyon is a 4 mile out-and-back trail located near Santa Barbara.  The hike features a waterfall and beautiful backcountry views of the Santa Ynez mountains that surround the area.  The trail is primarily used for hiking, running, and horses and is accessible year-round.  The trail has some challenging parts, but for fitness-minded Summiters, this will be a great outing!





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Venue

Mar Monte Hotel
1111 East Cabrillo Boulevard
Santa Barbara, California, 93103

Steps from the beach, tucked between the Santa Ynez Mountain Range and the Pacific Ocean, the Hyatt Mar Monte Hotel embodies the gracious spirit and style of Santa Barbara, California.  Long a vital part of this vibrant community, this historic and legendary property has been recently revitalized and reimagined – impeccably crafted for the modern traveler.  Your home away from home welcomes you.
 

Booking your Room at Mar Monte Hotel

To secure a room for MediaPost's Brand Insider Summit: CPG event, you MUST be a registered attendee of the 3-day conference. If you ARE NOT registered in our event system you will NOT be able to retain any reserved room under our discount booking link below. Any reservations made WITHOUT event registration will be revoked. If you haven't done so yet, you may register for the event here.

To book your discounted room at Mar Monte Hotel, go to:
https://www.hyatt.com/shop/rooms/sbars?location=Mar%20Monte%20Hotel&checkinDate=2024-11-17&checkoutDate=2024-11-20&rooms=1&adults=1&kids=0&corp_id=G-MDP1

This discounted room block will EXPIRE on FRIDAY, 10/18/24!!

If your room is not booked by this time, you will run the risk of prices increasing and hotel inventory becoming unavailable, so please book as soon as possible.


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Speaker Consideration

For speaker consideration please complete the speaker proposal form. Due to the high volume of speaker proposals that we receive we will only be able to notify those whose proposals have been selected. All proposals must go through this form, no exceptions. Do not contact other MediaPost representatives regarding speaker opportunities.

Sponsorships

For questions regarding sponsorship of this event please contact Seth Oilman, SVP, Chief Revenue Officer at seth@mediapost.com.

Press

For press inquiries, please contact Ken Fadner at ken@mediapost.com.

General

For general summit inquiries please contact Seth Oilman, SVP, Chief Revenue Officer at seth@mediapost.com.

VIP Program

For questions about or to apply to the VIP Program please contact Kevin Massa, Manager of Brand & Agency Relations at massa@mediapost.com.

Quality Pledge

MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.