News Briefs


SoundCommerce Acquires Team, Names Steve Davis CRO

retail data concept

Retail data platform SoundCommerce has acquired Outlier to better serve DTC consumer brands and retailers such as PacSun, Eddie Bauer, Constellation Brands, FTD-Proflowers and others.

Upon closing, digital retail veteran Steve Davis will take on the role of chief revenue officer, leading the company’s direct and channel sales, partnership alliances, and customer success operations. 

Davis has 25 years of enterprise and technical sales experience and is a veteran executive of BlueMartini, Escalate Retail, Demandtec, IBM, and Outlier. 

"I'm excited to join SoundCommerce at a pivotal moment in the company's upward trajectory, as  SoundCommerce leads the retail industry to profitable growth," said Davis, adding that optimizing profit drivers across every order and shopper relationship is essential for consumer brands.

"SoundCommerce looks for every opportunity to build and extend our core values, culture and technology as we grow," said Eric Best, SoundCommerce CEO. "Steve Davis and the Outlier team are a perfect fit, helping us build a world class organization as we expand our retail data capacity and domain expertise.


SAS Teams With Cosmo Tech for Hybrid Digital Twins

digital twin

SAS is teaming with Cosmo Tech, a provider of simulation and digital twin supply chain technology, to build a hybrid AI-powered digital twin solution that connects demand planning and forecasting with production and inventory planning.

The technology is expected to create more resilient end-to-end supply chains for retailers and CPGs, including maintaining production quality and reducing waste, meeting demand shifts while minimizing lost sales, and maximizing resources.

It also seeks to help companies better anticipate risks, as well as as manage costs, margins, and supply chain disruptions.

[See also: Increase in Digital Twins May Give Rise to Marketplaces]

The solution, which involves the SAS Cloud for Intelligent Planning Suite running on SAS Viya and the Cosmo Tech 360 Simulation Platform, is designed to increase organizational flexibility by analyzing the data flowing off IoT devices like RFID tags, production lines, and vehicle telematics. The companies will focus initially on supply chains for manufacturing, consumer goods, and retail, with benefits potentially applying to other industries.

Dan Mitchell, SAS global director of retail and CPG, noted in a statement that the supply chain’s fragility has been revealed during recent crises.

“Looking back on the last couple of years, we can see all the things we thought were inefficient before — multiple distribution centers, carriers and routes — were actually investments in resiliency,” he added. “Consumer goods manufacturers typically rely on just a few analysts and planners to create a multitude of forecasts. Using intelligent automation with machine learning like digital twins allows companies to automate complex tasks so analysts are freed up for more critical work.”


Lululemon Strengthens Marketing Mix Measurement

Lululemon storefront

Lululemon Athletica Inc., is looking to bolster its marketing mix measurement, leveraging a more holistic approach to better understand which strategies are most effective and reaching consumers no matter where they are. To do so, the company has tapped Nielsen as its preferred marketing mix modeling provider in the U.S. and Canada. 

The technology will allow Lululemon to analyze the performance of its marketing investments in order to optimize strategies and adjust budgets accordingly. The company will be able to measure the impact of several online segments, including search, display, video and social, as well as offline and external efforts like in-store promotions and macro market trends and the competitive landscape. 

Along with helping Lululemon find the optimal channel mix to balance its short-term sales goals and long-term brand growth, the company can lean on this technology to get a deeper understanding of which marketing decisions are driving ROI in sales, customer acquisition, and site traffic. 

Dave Suwanski, vice president of the marketing mix product at Nielsen, stated that advertisers today must have confidence in their data and measurement in order to improve the effectiveness and ROI of their marketing spend. 

"We are pleased to work with Nielsen, in tandem with our teams, as we quantify the effectiveness of our marketing initiatives," said Justin Richmond, chief digital analytics officer at Lululemon. "Nielsen's experience in brand marketing outcomes and measurement will aid us in ensuring we are adding value to new and existing guests with resonant messaging."


Jesse Yeung Named EnsembleIQ VP of Marketing

Jesse Yeung headshot

CGT parent companyEnsembleIQ has named Jesse Yeung vice president of marketing. In the newly created position, Yeung will be responsible for EnsembleIQ’s marketing strategy including brand marketing, marketing communications and marketing operations that fuel audience engagement, revenue and business growth.

Yeung has had a long career at Informa Connect. Most recently, he was the marketing director where he was responsible for leading an integrated marketing strategy for digital and event brands in the restaurant, foodservice, catering, grocery, meetings, and special events industries. 

[Read more: RIS Parent EnsembleIQ Investing in Membership and Subscriptions With New Hire: Craig Lowe]

A strategic and data-driven marketer, Yeung has extensive audience development, demand generation, content marketing, and event marketing expertise supporting business-to-business content and event brands. Earlier in his career, Yeung was with Penton.

“We are fortunate to have Jesse to lead our marketing efforts. He brings a wealth of experience in the business-to-business foodservice, grocery, and meetings/events industries to this important position. Jesse’s role is vital to increasing awareness of EnsembleIQ and our properties in retail, healthcare, and hospitality,” said Joe Territo, executive vice president, content and communications, EnsembleIQ.

This article first appeared on the site of sister publication RIS. 


B&G Foods Boosts Manufacturing With Growers Express Acquisition

green giant frozen foods

Food manufacturer B&G Foods aims to beef up its supply chain capabilities and offset inflation woes through the acquisition of Growers Express’ frozen vegetable manufacturing operations.

Growers Express manufactures, produces, packages, and sells frozen vegetable products under the Green Giant brand, and the purchased assets include inventory, equipment, a sublease for a portion of a manufacturing facility in Yuma, AZ, and a lease for a warehouse facility in San Luis, AZ.

As part of the acquisition, B&G Foods also repurchased the master license agreement for certain Green Giant products and will assume responsibility for the administration of related sublicense agreements.

Approximately 155 employees will also become B&G Foods employees.

[See also: What’s the First Step to Supply Chain Resilience?]

Casey Keller, B&G Foods president and CEO, said Growers Express has been a key partner for a number of years, and increasing the variety and volume of Green Giant products produced at internal manufacturing facilities are expected to reduce inefficiencies, costs, and supply chain risk for certain items.

“We also believe that this acquisition will enhance our innovation efforts for the Green Giant brand and improve our speed to market for new innovation,” Keller added.

Terms of the deal weren’t disclosed.

B&G Foods is based in Parsippany, NJ, and includes such brands as Back to Nature, B&G, B&M, Bear Creek, Cream of Wheat, Crisco, Dash, Green Giant, Las Palmas, Le Sueur, Mama Mary’s, Maple Grove Farms, New York Style, Ortega, Polaner, Spice Islands, and Victoria in its portfolio.


Publicis Group Acquires e-Commerce Platform Profitero

puzzle pieces showing merger and acquisition concept

Publicis Groupe will be acquiring Profitero, an SaaS global ecommerce intelligence platform that provides services to more than 4,000 brands and 70 million products on more than 700 retail websites. 

The purchase will allow users to leverage predictive intelligence to deliver improved product experiences, optimize content, increase organic search results, compare competitor pricing, monitor product availability, and track consumer ratings. 

According to the company, Profitero will enable brands to track their performance compared with competitors across dozens of metrics, including paid and organic search placement, product content, pricing, stock availability, and reviews. Additionally, users can manage ad placement while leveraging Publicis Groupe’s consulting, design, engineering, and marketing services. 

Profitero will remain a product-focused company within Publicis, led by CEO Bryan Wiener and president Sarah Hofstetter. Wiener will report to Publicis Groupe chairman and CEO Arthur Sadoun.

Sadoun stated that adding Profitero to its portfolio allows the company’s clients to capture an “unfair share of the exponential growth in online sales” by optimizing their online product catalog with Profitero, maximizing their online spend with CitrusAd, and leveraging the scale of Publicis Media. 

Wiener stated the partnership marks the best of both worlds “as we retain our entrepreneurial spirit as a product-led organization while benefiting from the Publicis Groupe's diverse capabilities and scale.”