Sales & Marketing

The Target team at Hain Celestial Group Inc. was in a promotion rut. With a limited trade budget, they wanted to determine if they were spending those dollars wisely. And, if not, where those dollars could be better spent.

Cracking the code on unstructured data is a tough but important nut to crack. It is a key competency that I think will define the next generation of consumer products leaders.

The company operates more than 1,000 selling points in the 19-million consumer Sao Paulo and Rio de Janeiro regions, where Sara Lee is already the retail market leader.

The abundance of data in our industry has made analytics capabilities critical to ongoing success. Yet, are CG companies focusing on developing analytical capabilities in the areas that could have the biggest impact on business?

Content marketing has been embraced by brands like General Mills, and more consumer goods companies are joining the ranks everyday. P&G's recent switch in focus on digital marketing is a prime example of this colossal trend. Here is a list of our industry's top content marketers and links to their most successful ventures yet.

The executive once served as Gap, Inc.'s EVP and CMO where he was responsible for leading marketing strategy, retail store design, store experience and all consumer communication.

As a market leader in its region, StarBev provides Molson Coors with a great platform for growth and an excellent foundation from which to extend key brands, such as Carling, into Central and Eastern Europe.

CG manufacturers are aggressively exploring ways to integrate new channels such as social media and mobile into the marketing mix to attract and engage consumers. At the same time, however, they are not ready to abandon traditional approaches to consumer marketing.