News Briefs

Salesforce CRM partner CloudGaia is accelerating growth in the Americas and Europe, and a new investment from Salesforce Ventures is expected to give it a boost. 

Founded in 2016, CloudGaia leverages agile methodologies to help consumer goods companies maximize their use of Salesforce platforms. Customers include Coca Cola Euro Pacific Partners. 

Salesforce Ventures invests in start-up and early-stage enterprise software companies. CloudGaia CEO Nicolas Orzabal said the funds will enable them to expand their impact. 

“With this investment, CloudGaia is set to expand its presence across the Americas and Europe, growing its team, enhancing service offerings, and deepening relationships with existing and new clients,” he noted in a statement. 

Global apparel company Lolë Brands is expanding its portfolio, acquiring footwear brand Sanuk, which was previously owned by Deckers Brands. Sanuk, which was founded in 1997, will undergo reinvestment in its consumer-centric products and marketing under Lolë Brands’ ownership. 

• Read more: Mars recently announced it would be acquiring Kellanova in one of the industry’s largest food product deals. 

At the helm is Katie Pruitt, a 20-year industry veteran who was hired to lead the brand as VP, general manager. Her focus will be on direct-to-consumer and wholesale customers. 

Operations for Sanuk will move to Los Angeles, California. This is Lolë’s second acquisition over the last year as the company looks to grow its portfolio of environmentally conscious consumer brands.

Conagra Brands continues its portfolio optimization strategy, growing its snacking category with the acquisition of Sweetwood Smoke & Co. The company manufactures Fatty Smoked Meat Sticks, a snacking product made of pork and beef smoked with hickory wood. 

The acquisition is the next step in reshaping Conagra’s portfolio for faster growth, according to Conagra president and CEO Sean Connolly.

• Also read: Learn how Conagra is using AI and intelligent automation to elevate operations.
   

"Adding a premium brand such as Fatty to our growing, better-for-you snack portfolio is consistent with our strategic focus on the snacking and frozen categories," he added.

During the last investors call, Connolly said frozen and snacks are the two most critical businesses in the company’s portfolio. They held or grew market share in 80% of the combined business, according to Q4 2024 earnings reports. 

Retail data and technology company Trax Retail has promoted Brittany Billings to chief marketing officer. 

In the role, Billings will oversee the company’s global marketing efforts for both B2B and B2C segments, developing strategies that tap proprietary data and technologies like AI, computer vision, and AI. She will also manage product marketing, corporate communications, and Trax’s in-house creative team. 

She has held several senior leadership roles in marketing, media, PR, and partnerships over the last 15 years. Most recently, she was EVP of global marketing at Trax, where she helped lead streamlined marketing operations across the company’s global footprint. 

• Also read: Campbell’s recently named Jill Pratt as VP, CMO of its Meals & Beverages Business
   

During her tenure with Trax, she has helped lead marketing for the companies’ shopping rewards app Shopkick, focusing on integrated marketing, customer acquisition and retention, social media, demand generation, partnerships, and more. 

"Brittany has been instrumental in Trax's overall growth and transformation, developing innovative strategies and customer experiences to engage consumers and drive incremental value for our global CPG and retailer partners," said Gary S. Laben, CEO of Trax, in a statement. "Her expertise and proven track record make her the ideal leader to enhance Trax's global marketing efforts and support our continued expansion."

Billings’ career includes time spent at Hudson’s Bay Company, Gilt, and Olivela. 

Product return companies Loop and ReBound have partnered to integrate global logistics capabilities, elevate omnichannel returns, and reduce costs. 

The partnership will expand capabilities related to return shipments, advanced local processing, and consolidation. 

It brings together the intelligent technology and logistics capabilities of ReBound — which handles over 100 million return transactions annually — with Loop’s optimized consumer experience within returns and exchanges, with native integration capabilities for Shopify. 

• More technology news: Learn why BlueConic acquired Jebbit

The partnership will optimize returns operations, drive brand loyalty and increased retention, and ensure participating companies have a well-integrated tech stack with a comprehensive reverse logistics program, said Jonathan Poma, CEO at Loop.

“Both Loop and ReBound will be able to benefit from the other’s extensive partner network. Working together, we will redefine the e-commerce returns journey for brands who want a competitive advantage in the online retail industry,” Schoenmaker said.

Customer data platform company BlueConic has acquired first-party data-capture technology provider Jebbit. 

Jebbit’s AI-powered interactive tools to manage first-party data, including custom quizzes, surveys, and lookbooks, will be able to integrate with enterprise data within BlueConic’s platform.  

Combined, the companies account for over 500 global customers. 

"We are thrilled to band together with Jebbit, enhancing our capacity to serve our dedicated marketers and strategists,” said Cory Munchbach, CEO of BlueConic. “Together, we’re combining our strengths to offer an unmatched range of capabilities that empower our customers to glean deeper insights, take decisive actions, and accelerate growth. With our platforms, marketers are able to unlock the potential of their data.” 

• See more M&A activity from the CPG industry

“Our mission at Jebbit has always been to make digital experiences assumption-free by directly engaging people about their interests, motivations, and preferences in an enjoyable, engaging, and value-driven way,” said Tom Coburn, CEO and co-founder of Jebbit. “Every marketer strives to understand the multi-dimensional nature of their customer. With the power of BlueConic and Jebbit, users will be able to leverage diverse types of data and redefine the concept of a customer profile.”