March 26 - 29, 2023
Scottsdale, AZ

The Full Funnel CPG Plan: Building the Smarter Brand

CPG brands have never had a greater opportunity for targeting the consumers they want, from awareness to consideration, intent to conversion, with unprecedented precision. From connected TVs to retail media networks, DTC channels to new delivery and influencer networks, data-empowered brands can now make measurable full funnel marketing plans. The Spring edition of MediaPost's CPG Brand Insider Summit gathers some of the smartest marketers in the category to share their data driven full-funnel strategies from building brand to bottom line sales to establishing consumer loyalty. We pull apart their advanced data driven models for leveraging every touchpoint in the new CPG customer journey.


We Will cover:

  • Media planning for omni-channel CPG shoppers
  • Tracking & collecting data in fractured multi-channel landscape
  • Navigating the Retail Media Networks
  • Pushing the creative messaging envelope
  • Balancing awareness, customer acquisition and loyalty 
  • Customizing the tech stack
In case studies, discussion sessions and MediaPost's signature roundtables, we bring some of the most advanced CPG brands, both old and new, together to share their case studies and best practices for raising CPG IQ.


Attendees of the MediaPost Summits Empower Their Organizations

  • Optimize your digital marketing strategy by participating in top quality content
  • Congenial summit experience with all attendees working together to enhance digital marketing programs
  • Be a real part of driving the digital industry forward
  • Unparalleled networking with other senior level digital marketing professionals and development of lifelong professional contacts
  • Editorially driven content and structure to promote professional summit experience for real knowledge exchange during the daytime hours
  • Actual capped attendance in order to ensure meaningful, productive networking so all attendees leave really knowing and learning from their fellow participants
Join the conversation #MediaPostInsiderSummits

Conference Content Programmer

Lisa Singer
Senior Director Event Programming

CPG Beat Reporter

Steve Ellwanger
Reporter, Marketing Daily

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Sponsor Presentations

Agenda

Sunday, 03/26

6:30 PM Pacific
9:30 PM ET
Welcome Cocktail Reception

Monday, 03/27

7:45 AM Pacific
10:45 AM ET
Coffee Service Available
8:00 AM Pacific
11:00 AM ET
VIP 1:1 Meetings
8:30 AM Pacific
11:30 AM ET
Breakfast Buffet Opens
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 Q&A: Danone's RMN Evolution
Retail Media Networks are such a growth area for CPG brands. Danone’s director of media connections, MK Woltz, will discuss their natural evolution in that space. From negotiating and testing to coordinating and understanding the total spend across their organization. In other words, she’ll share Danone’s RMN playbook.
Interviewee
Mary Katherine (MK) Woltz, Director, Media Connections, Danone 
Interviewer
Lisa Singer, Senior Director, Event Programming, MediaPost 
10:15 AM Pacific
1:15 PM ET
Sponsor Spotlight & Coffee Break
10:45 AM Pacific
1:45 PM ET
Panel: Working Towards a Full Funnel CPG Strategy
Improving one’s full-funnel media investment is a main priority for marketers this year. From omnichannel efforts, to personalization, to cross-functional synergy; the goal is to reach as many people as possible and create interest in your brand. This panel of marketers will share their multi-channel strategies to drive growth, brand awareness and increased ROI during these disruptive times.
Moderator
Steve Ellwanger, Writer, MarketingDaily 
PanelistS
Dominick Pace, GroupM Investment Lead, Unilever @ Mindshare 
Anne Ramsell, VP of Planning, dentsu X 
Brett Richardson, Senior Media & Marketing Manager, Chobani 
11:10 AM Pacific
2:10 PM ET
Q&A: Omnichannel Model's Unique Path to Profitability
Don’t underestimate the grassroots omnichannel path. David Delcourt, co-founder Seed Ranch Flavor Co, will share how he started making his home made brands, Seed Ranch Flavor & GrownAs*, in his own kitchen- even using his kids as taste testers- and now a mere six years later they're being sold on Amazon and in 700 stores. His marketing approach? Customer feedback, differentiation and keeping it local.
Interviewee
David Delcourt, Chief of Flavor & Co-Founder, Seed Ranch Flavor 
Interviewer
Barbie Romero, Director, Event Programming, MediaPost 
11:30 AM Pacific
2:30 PM ET
Case Study: Liquid Death Disrupts Again with Ice Tea
Liquid Death is at it again. This time they are drawing the attention of grandmas everywhere and microdosing them with 6g of sugar and 30mg of caffeine. The brand expanded to a new product category and became an Amazon #1 Best Seller in less than 24 hours. Learn how Liquid Death took over the internet, broke Amazon, and murdered thirst with their new Iced Teas.
Presenter
Natalie Cotter, Director Digital Retail, Liquid Death 
11:55 AM Pacific
2:55 PM ET
Roundtable: Making Your Website Work for You via Data & Sales
Featuring
Brett Richardson, Senior Media & Marketing Manager, Chobani 
11:55 AM Pacific
2:55 PM ET
Roundtable: Best Practices In Content Creative & Influencers
Featuring
Shelly Haeger, Creative & Digital Social Marketing Manager, Ball Corporation (Ball Aluminum Cup) 
11:55 AM Pacific
2:55 PM ET
Roundtable: Full Funnel Media Planning
Featuring
Hanna Bartholic, VP, Media Director, Mediahub Worldwide 
12:40 PM Pacific
3:40 PM ET
Lunch
1:00 PM Pacific
4:00 PM ET
Afternoon Activities
Major League Baseball Spring Training Game
Golf at McCormick Ranch
Pool Outing at the Resort
6:30 PM Pacific
9:30 PM ET
Cocktail Party Benny's Courtyard
7:30 PM Pacific
10:30 PM ET
Dinner Reception Benny's Courtyard

Tuesday, 03/28

7:45 AM Pacific
10:45 AM ET
Coffee Service Available
8:00 AM Pacific
11:00 AM ET
VIP 1:1 Meetings
8:30 AM Pacific
11:30 AM ET
Breakfast Buffet Opens
9:15 AM Pacific
12:15 PM ET
Sponsor Breakfast Presentation
9:35 AM Pacific
12:35 PM ET
Notes from the Emcee
MC
Lisa Singer, Senior Director, Event Programming, MediaPost 
9:40 AM Pacific
12:40 PM ET
Keynote Presentation: The Role of DTC in Omnichannel Strategy
Omnichannel media planning and measurement is a must for today’s CPG brands, and DTC can play a unique role to building 1:1 relationships with consumers. In this session, Clorox’s head of DTC, Vivian Chang, shares why it’s critical to understand your data pipeline and audience and will discuss how to negotiate for data, transparency and where it applies to your media mix.
Keynote
Vivian Chang, VP Growth, Clorox DTC, The Clorox Company 
10:10 AM Pacific
1:10 PM ET
Panel: Managing the RMN Morass
Most CPG brands will have retail media included in their budget in 2023, but it’s certainly not every size fits all. What RMN is right for your brand? This panel of savvy marketers and media buyers discuss how they’re negotiating across retailer investments to make sure they get the right data, engaging content, innovative ad tech and more.
Moderator
Barbie Romero, Director, Event Programming, MediaPost 
PanelistS
Rachel Ferrer, Director of Integrated Marketing, Foster Farms 
Scott Marsden, President, Media, Data and Analytics, Quigley 
Lyndsey Papas, Manager, Paid Media, Johnsonville 
10:40 AM Pacific
1:40 PM ET
Sponsor Spotlight & Coffee Break
11:10 AM Pacific
2:10 PM ET
Interview: Breaking Down the Silos for Winning Strategies
Working in silos is a common challenge many organizations, especially larger ones, continue to face. Bayer was no exception, until they had to execute a dramatically different campaign than they had ever done before. Bayer’s head of programmatic, Khara Hutchinson, and senior manager of media strategy, Andrea Fischer, will share how multiple leaders within the organization came together to drive their aspirin campaign forward.
IntervieweeS
Andrea Fischer, Senior Manager, Media Strategy, Bayer 
Khara Hutchinson, Head of Programmatic, Bayer 
Interviewer
Lisa Singer, Senior Director, Event Programming, MediaPost 
11:30 AM Pacific
2:30 PM ET
Presentation: How Olly is Getting Personal Across Path to Purchase
“Personalized consumer journeys” are the goal for many CPG brands, but the vision is often not realized due to factors such as overcomplicating personalization, channel silos and lack of meaningful data to enhance the user's experience. Olly’s DTC Manager, Jennifer Peters, will share how by delivering an exceptional user experience and capturing zero-party data, they’re able to extend this strategy across the lifecycle.
Presenter
Jennifer Peters, D2C Manager, Olly 
11:50 AM Pacific
2:50 PM ET
Roundtable: Product Development As Brand Strategy
Featuring
Anne Ramsell, VP of Planning, dentsu X 
11:50 AM Pacific
2:50 PM ET
Roundtable: Data, Targeting, Attribution: How CPG Brands are Navigating a Cookieless World
Featuring
Rachel Ferrer, Director of Integrated Marketing, Foster Farms 
11:50 AM Pacific
2:50 PM ET
Roundtable: Making Partnerships Work
Featuring
Lyndsey Papas, Manager, Paid Media, Johnsonville 
12:35 PM Pacific
3:35 PM ET
Sponsor Lunch Presentation
1:00 PM Pacific
4:00 PM ET
Afternoon Activities
H1 Hummer Tour
Hiking at Camelback Mountain
Golf at Talking Stick Golf Club
6:30 PM Pacific
9:30 PM ET
Cocktail Party Garden Courtyard (located right behind the valet stand at hotel)
7:30 PM Pacific
10:30 PM ET
Dinner Reception Cien Agaves (in Old Town Scottsdale - Shuttles at 7:15pm!)

Wednesday, 03/29

8:00 AM Pacific
11:00 AM ET
Breakfast Buffet Opens
8:45 AM Pacific
11:45 AM ET
Presentation: Start-Up Marketing – Getting Ugly
The Ugly Company, Inc is a startup CPG in Food & Beverage that prevents food waste by transforming Ugly fruit into healthy dried fruit snacks. After securing $9MM in Series A Funding, Matt Gorella - Chief Brand Officer of The Ugly Company- is embarking on the brand’s first significant marketing plan. He’ll outline the state of the company, successes along the way, and start a discussion on the path ahead.
Presenter
Matt Gorella, Chief Brand Officer, The Ugly Company 
9:10 AM Pacific
12:10 PM ET
Case Study: Optimizing Linear TV Through Data-Driven Creative
Presenter
Emily Yager, Senior Media Manager, MANSCAPED 
9:40 AM Pacific
12:40 PM ET
Coffee Break
10:00 AM Pacific
1:00 PM ET
Panel: Inspire Me!: Breakthrough Creative
We close the CPG Brand Insider Summit with Show and Tell. We ask our brands to share examples of creative ads that have broken through and tell us how and why it worked.
Moderator
Steve Ellwanger, Writer, MarketingDaily 
PanelistS
Eric Flinn, Chief Creative Officer, Danone 
Shelly Haeger, Creative & Digital Social Marketing Manager, Ball Corporation (Ball Aluminum Cup) 
10:30 AM Pacific
1:30 PM ET
Conference Ends

Featured Speakers

Natalie Cotter

Liquid Death
Director Digital Retail

David Delcourt

Seed Ranch Flavor
Chief of Flavor & Co-Founder

Rachel Ferrer

Foster Farms
Director of Integrated Marketing

Andrea Fischer

Bayer
Senior Manager, Media Strategy

Eric Flinn

Danone
Chief Creative Officer

Matt Gorella

The Ugly Company
Chief Brand Officer

Shelly Haeger

Ball Corporation (Ball Aluminum Cup)
Creative & Digital Social Marketing Manager

Khara Hutchinson

Bayer
Head of Programmatic

Scott Marsden

Quigley
President, Media, Data and Analytics

Dominick Pace

Unilever @ Mindshare
GroupM Investment Lead

Lyndsey Papas

Johnsonville
Manager, Paid Media

Jennifer Peters

Olly
D2C Manager

Anne Ramsell

dentsu X
VP of Planning

Brett Richardson

Chobani
Senior Media & Marketing Manager

Lisa Singer

MediaPost
Senior Director, Event Programming

Mary Katherine (MK) Woltz

Danone
Director, Media Connections

Emily Yager

MANSCAPED
Senior Media Manager

Khudor Annous

BENLabs
SVP of Client Development

Michael Aragon

AdMedia
VP, Sales and Account Management

Hanna Bartholic

Mediahub Worldwide
VP, Media Director

Vivian Chang

The Clorox Company
VP Growth, Clorox DTC

Chris Corvetti

Zoom Media GymTV
VP, Sales & Marketing, North America

Steve Ellwanger

MarketingDaily
Writer

Mark Jones

Perform Media
Head of Sales

Barbie Romero

MediaPost
Director, Event Programming

View All SpeakersSpeaker Proposal Form

Activities

Monday 1 p.m.

Major League Baseball Spring Training Game

Join fellow Summit attendees taking in some Spring training baseball. A great opportunity to bond with other Summit attendees over America's favorite pastime under the sunny Arizona skies. Shuttle service provided to-and-from ballpark (just a 15 minute ride from hotel).

Monday 1 p.m.

Golf at McCormick Ranch

McCormick Ranch has 2 championship golf courses - the Pines and the Palms. Both are superbly designed and feature breathtaking Southwestern scenery and immaculate course conditions.  These are a favorite spot for local Scottsdale golfers.
If you are looking for great tree lined courses, with designs second to none, then this is your course - right in the heart of Scottsdale.


Monday 1 p.m.

Pool Outing at the Resort

Relax in style at the outdoor pool in the scenic Sonoran Desert with a beautiful mountain view... oh, and cold, refreshing drinks will be available for purchase at the pool bar!




Tuesday 1 p.m.

H1 Hummer Tour

There’s a reason that the U.S. Army outfits its fleets with Humvees: They’re bold, they’re versatile, and they’re badass. The M998 Humvee is military-grade only, but the H1 Hummer is the closest a civilian can get. Mud, dirt, water, rocks—it’s all the same for the H1 Hummer. Coast along the Bulldog Canyon trail, which winds through the Sonoran Desert, offering panoramic views of the Superstition Mountains. Sit down, buckle up, and hang on for nearly 20 miles of breathtaking desert vistas.

Tuesday 1 p.m.

Hiking at Camelback Mountain

Camelback Mountain, with an elevation of 2,704 feet, is an excellent hike or climb in Arizona. Hiking Camelback Mountain is perfect activity in Phoenix, because the hike is quick and is located in the middle of the Phoenix Valley with great views. Hikers are treated to gorgeous views with a nice variety of flora and fauna - including Saguaro Cactus, Ocotillo, Palo Verde, Cholla, Barrel Cactus and the Creosote Bush.

Tuesday 1 p.m.

Golf at Talking Stick Golf Club

Talking Stick Golf Club’s O’odham Course (formerly North Course), with its broad, angular holes, rewards thoughtful play through the rise of its many options according to one’s level of skill. Its low profile, slightly crowned greens and close-cropped approaches encourage running as well as aerial assaults.

The Piipaash Course (formerly South Course) with its tree lined fairways and raised greens defended at the sides offers a more straightforward style of play. It presents its challenge and strategy in an open and clear-cut fashion.

"Whichever course one chooses or prefers, it was our desire to portray golf in a traditional sense, which quietly merges with its tranquil desert surroundings.”

– Bill Coore & Ben Crenshaw

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Venue

The Scottsdale Resort @ McCormick Ranch
7700 E McCormick Pkwy
Scottsdale, Arizona, 85258


Booking your Room at The Scottsdale Resort @ McCormick Ranch

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 The Scottsdale Resort @ McCormick Ranch, go to:
https://www.hilton.com/en/attend-my-event/mediapostcommunications/

This discounted room block will EXPIRE on FRIDAY, 3/3/23.

In addition to needing to be a registered attendee of the event, you will also be asked to show proof of the COVID-19 vaccination in order to attend the IN-person gathering (details on how to submit your vaccination confirmation made available after your event registration).

The Scottsdale Resort @ McCormick Ranch

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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 Maya Abulashvili, Coordinator of Events and Conferences at maya@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.