The CPG Guys are joined in this episode by Bryan Leach, the Founder & CEO of Ibotta, a performance marketing platform allowing brands to deliver digital promotions to over 200 million consumers through a network of publishers called the Ibotta Performance Network (IPN).

Follow Bryan on LinkedIn at: https://www.linkedin.com/in/bwleach
Follow Ibotta on LinkedIn at: https://www.linkedin.com/company/ibotta-inc-/
Follow Ibotta online at: https://ipn.ibotta.com/

Bryan answers these questions:

1. Ibotta started as a wildly successful cashback app. When did you first realize the company needed to evolve into a performance-marketing platform that could power promotions for national brands and retailers—not just consumers?
2. Take us to the moment when the vision for the Ibotta Performance Network crystallized. What was the “aha” moment that told you the future wasn’t DTC incentives, but a full-funnel, retailer-connected promotions ecosystem?
3. When you think back to the earliest days of the IPN, how did the partnership with Walmart come together, and what did that milestone unlock for Ibotta’s trajectory?
4. The IPN is now a fundamentally different engine than it was two years ago. How have new partners like Instacart and DoorDash, plus an elevated focus on measurement, reshaped the network?
5. You’re now reaching more than 200 million consumers. What does true personalization look like at this scale, and what have you learned about delivering the right promotion to the right shopper at the right moment?
6. When you talk to brand partners today, what are the top priorities they’re solving for—and why is the traditional ROAS framework failing them?
7. You’ve compared LiveLift to the launch of the IPN in terms of strategic importance. What gap does LiveLift fill, and why is this such a pivotal moment in Ibotta’s evolution?
8. How does LiveLift help quantify the true incremental impact of promotions—whether that’s velocity, basket expansion, or shortening the repurchase cycle?
9. CPGs keep saying they struggle to tie promotions directly to outcomes. How is Ibotta helping close that measurement gap, and what does the Liquid Death case study reveal about what’s possible?
10. If you had to project 1–3 years out, how do you see the promotions landscape transforming—and what will separate the brands that win from those that fall behind?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Joe Mueller, VP of Industry & Customer Relations at Kellanova.

Follow Joe on LinkedIn at: https://www.linkedin.com/in/joe-mueller-1a31454/
Follow Kellanova on LinkedIn at: https://www.linkedin.com/company/kellanova/

Here's what we asked Joe:

1. Joe, you have a great title - industry & customer engagement. What does that mean - what is your remit and who all do you work with at Kellanova?
2. You recently penned a white paper for MMR (Mass Market Retailers) focused on the shopper experience. Can you talk about the motivation behind that piece?
3. Talk more about what is driving these changes in shopper behavior?
4. So what is the answer? From your perspective, how can the industry shift to meet the changing needs and wants of shoppers?
5. What does a true win-win partnership with retailers look like, and what behaviors signal that it’s moving in the right direction?
6. Can you talk a bit about how Kellanova is engaging differently in light of these shifts?
7. In light of this and other changes, What are therefore the most important skills a future CPG commercial leader needs to learn and sharpen?
8. Looking to what’s ahead in the next 3 years, what are you focused on, excited about - and are there any concerns ?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Wayne Purboo, VP of Video Advertising at Amazon Ads.

This episode was recorded at Amazon unBoxed 2025 in Nashville TN

Follow Wayne on LinkedIn at: http://linkedin.com/in/purboo
Follow Amazon Ads on LinkedIn at: https://www.linkedin.com/showcase/amazonadvertising/
Follow Amazon Ads online at: https://advertising.amazon.com/

Wayne answers these questions:

1. Wayne, you’ve been in media, tech and now advertising at Amazon. Can you walk us through your journey and how you landed in the CPG‐advertising intersection along with what does your current role at Amazon Advertising look like? What are the core responsibilities and strategic levers you focus on?
2. Coming from entrepreneurial & video/telecom roots (e.g., your time co-founding QuickPlay Media) how has that shaped your perspective now in a large ecosystem like Amazon?
3. Many CPG brands think “Amazon = retail channel” but there’s a whole advertising & media angle. How do you advise brands to better harness the “media + commerce” capability of Amazon, especially with video?
4. From your vantage point, what are the most common mistakes CPG brands make when planning Amazon-advertising budgets with video?
5. How does you define success for a CPG brand? Are there metrics beyond lower funnel that brands should be paying more attention to, especially with video?
6. Video, streaming, influencer, live-commerce: Which media formats do you think are the most under-utilised by CPG brands on Amazon right now, and why?
7. How should CPG brands think about full-funnel versus upper-funnel investments when advertising on Amazon? Is there a "sweet spot" you’re seeing?
8. What advice would you give a CPG brand that’s just starting to advertise on Amazon (i.e., their first campaign) on leveraging video — what some things should they absolutely nail?
9. On the flip side: what advanced tactics or experiments are you seeing the most exciting results from, for brands already well-established on Amazon?
10. Are there “best practice” frameworks or internal Amazon Advertising tools that brands should know about (or ask for) re : video / streaming that many overlook?
11. Over the next 3-5 years, what do you think will be the biggest disruptors in CPG advertising (on Amazon and beyond) with video?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.

This week’s topics:

• Amazon tests ultra fast delivery
• The Kroger Co. reported strong sales for its third quarter
• Walgreens Expands Retail Media with AI-Powered Order Confirmation Ads
• Dollar General and Dollar Tree both reported November quarter results

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Nielsen IQ's Sherry Frey - VP Total Wellness, Anna Mayo - VP Beauty Vertical, Chris Costagli - VP Food & Beverage Vertical & Andrea Bider - VP Pet Care Vertical.

Follow Sherry Frey on LinkedIn at: https://www.linkedin.com/in/sherry-frey/
Follow Anna Mayo on LinkedIn at: https://www.linkedin.com/in/anna-mayo/
Follow Chris Costagli on LinkedIn at: https://www.linkedin.com/in/chriscostagli/
Follow Andrea Binder on LinkedIn at: https://www.linkedin.com/in/andreabinder/
Follow NIQ online at: http://nielseniq.com

Each guest is asked to recap major trends from 2025 and predictions for emerging trends in 2026.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Wain Yu, GM/Director of Buy With Prime & Multi-Channel Fulfillment at Amazon.

Follow Wain on LinkedIn at: https://www.linkedin.com/in/wainwrightyu/

Follow Amazon on LinkedIn at: https://www.linkedin.com/company/amazon/

Follow Buy with Prime online at: https://buywithprime.amazon.com/

Wain answered these questions:

1. There are several new partners whose orders now that sellers have a choice for pick, pack and ship with Amazon. Tell our audience who they are and why this is ground breaking indeed!
2. What does this new expansion mean for Amazon sellers and the growth of their small businesses?
3. Can you share what your goals are as GM for Amazon MCF & Buy with Prime?
4. How does Amazon view the role of fulfillment and seamless checkout experiences (via Buy with Prime) in the overall customer journey and in building brand trust?
5. What are the top priorities for Amazon in enhancing MCF and Buy with Prime over the next 12-24 months?
6. For a CPG brand considering Multi-Channel and Buy with Prime, what are the most compelling benefits (conversion, retention, logistics savings, etc.) — and what are the trade-offs?
7. How does Multi-Channel Fulfillment and other Amazon logistic services help support sellers?
8. What are the benefits Amazon sellers get from using Multi-Channel Fulfillment?
9. What criteria or operational readiness should brands evaluate to ensure they get the most out of MCF & Buy with Prime?
10. Fast, free delivery promises often increase consumer expectations. How does Amazon ensure reliability and consistency for brands using Buy with Prime across different geographies / fulfillment networks?
11. What makes Amazon’s third party logistics an unique industry offering?
12. What data & analytics can brands access when using Buy with Prime & MCF?
13. How do you see technology (e.g. AI, predictive logistics, demand sensing) playing a role in improving fulfillment speed, reducing waste/costs, or improving the customer experience?
14. How do you see the landscape evolving for fulfillment / checkout services — from other marketplaces, startup 3PLs, or tech companies trying to replicate Buy with Prime’s value?
15. Looking ahead, how might consumer expectations shift (faster delivery windows, more flexible returns, sustainability) and how will Amazon’s fulfillment/checkout offerings need to adjust?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.

This week’s topics:

• Omincom closes IPG acquisition
• DOJ Google case reaches end of remedies phase
• Katseye "Better in Denim" campaign elevates Gap Inc. sales
• Best Buy raises full year estimates on resilient cnumer buying

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Mike Westgate, Vertical Director of Enterprise Food, Beverage & Alcohol Advertising at TikTok

Follow Mike on LinkedIn at: https://www.linkedin.com/in/mikewestgate/
Follow TikTok on LinkedIn at: https://www.linkedin.com/company/tiktokbusiness/
Follow TikTok online at: https://ads.tiktok.com/business/en-US

Mike answers these questions:

1. Mike, you’ve talked about TikTok leading a new era of “discovery commerce.” Can you unpack what that means, and how it’s shifting traditional consumer journeys?

2. Historically, shopping started with intent — now it begins with inspiration. How should CPG marketers rethink their strategies in this new discovery-first model?

3. How is TikTok helping brands bridge that gap between entertainment and transaction — from a “fun scroll” to an actual purchase?

4. Food & Bev has exploded on TikTok — from viral recipes to emerging brands. What’s fueling that momentum?

5. Can you share an example or two of how leading Food & Beverage brands are using TikTok to stay culturally relevant and drive measurable business results?

6. How are challenger brands — maybe smaller or niche players — using TikTok differently to punch above their weight?

7. TikTok has become both a cultural hub and a shopping destination. How do you see this evolution shaping advertiser needs and consumer behavior through 2026?

8. Creators have become essential to the platform’s ecosystem — how do you see their role evolving as commerce becomes more embedded in content?

9. What are some of the biggest misconceptions you still hear from brands about TikTok — and what’s your advice for those trying to get it right?

10. If you had to summarize the “future of commerce” in one phrase or prediction — what would it be?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.