The CPG Guys are joined in this episode by Lesley Conway, VP & Head of Walmart Connect Canada, the Retail Media arm of Walmart's Canadian retail division.

Follow Lesley on LinkedIn at: https://www.linkedin.com/in/lesleyconway/
Follow Walmart Connect Canada on LinkedIn at: https://www.linkedin.com/company/walmartconnectcanada/
Follow Walmart Connect Canada online at: https://www.walmartconnect.ca/

Here's what we asked Lesley:

1. Please provide us with an overview of Walmart Connect in terms of your mission and how you integrate into the merchandising activities?
2. How do you define success for Walmart Connect in Canada, both from a brand advertiser and a consumer experience standpoint?
3. Recently, Walmart Connect in Canada adopted the core retail media campaign development platform being operated by your colleagues in the U.S. Would you please elaborate on this change?
4. Walk us through the full funnel capabilities of Walmart Connect Canada: onsite, offsite and in store.
5. What is happening in Canada relative to behavioral data applications?
6. How are you leveraging AI and data analytics to refine ad targeting and improve campaign effectiveness?
7. What strategies are you implementing to deepen partnerships with brands and agency partners in Canada?
8. What KPIs are you prioritizing to measure campaign success and media ROI and how transparent is your measurement approach for brands seeking to activate via Walmart Connect Canada?
9. What is WMC’s current capabilities for self-serve vs managed services and how are your working with commerce acceleration agencies like Flywheel to activate on your platform?
10. What’s the next big milestone you’re aiming for with Walmart Connect Canada?
11. How should brands not currently working with WMC get started with you?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.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.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.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 Ben Johnson, SVP of Marketing at Red’s All Natural. Red’s is on a mission to cook food better for people with big things to do. They know they are a good small part of consumers’ great big lives, and they take that seriously.

Follow Ben Johnson on LinkedIn at: https://www.linkedin.com/in/benjamin-w-johnson-/
Follow Red’s on LinkedIn at: https://www.linkedin.com/company/red's-all-natural-llc/
Follow Red’s online at: https://www.redsallnatural.com/

Here's what we asked him :

1. Red’s positions itself as an authentic, premium foods brand with a strong emphasis on ingredient integrity and product innovation. How do you keep that authenticity alive in marketing while still scaling the brand?
2. In the competitive grocery segment, how do you approach balancing spending between in-store and digital channels to both delight consumers and drive awareness?
3. What strategies is Red’s using to build deeper, more personalized consumer relationships—whether that’s through loyalty programs, social media storytelling, or in-market experiences?
4. With big players leading the pack, what creative plays or differentiators has Red’s leaned into to stand out in a category so saturated with competitors?
5. Have you experimented with newer forms like influencer activations, experiential pop-ups, or TikTok campaigns? If so, which ones are resonating most with Red’s audience right now?
6. Sustainability is often top of mind for natural-focused brands. How do you communicate Red’s environmental or wellness commitments transparently—but without coming across as “preachy” or performative?
7. How are you collaborating with retail partners—whether getting shelf innovation, exclusive SKUs, or co-promotions—to drive both trial and repeat purchase?
8. What marketing metrics (e.g., repeat rate, social engagement, retail velocity) are giving you clear signals on whether your campaigns are advancing the brand’s long-term health?
9. Looking into the future: What CPG and food trends are you most excited (or concerned) about? Are there new innovation territories Red’s is exploring?
10. As a senior marketer, what’s one piece of advice you’d give to emerging marketers looking to lead marketing in the CPG grocery food space today?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.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 returning guest Nik Modi, Co-Head of Global Consumer & Retail Research at RBC Capital Markets. We actually cover 12 publicly traded company stocks and get Nik's opinion on what's working / not.

Follow Nik Modi on LinkedIn at: https://www.linkedin.com/in/nik-modi-675926/

Follow RBC Capital Markets on LinkedIn at: https://www.linkedin.com/company/rbc-capital-markets/

Follow RBC Capital online at: https://www.rbccm.com/en/

Here's who we cover : General Mills, P&G, Church & Dwight, Coca-Cola, Kenvue, Monster Energy, Brown Forman & Hershey.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.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.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.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 Jordan Bass, CEO & co-founder of HOP WTR - a new beverage startup that is scaling quickly. HOP WTR is the hop-infused, non-alcoholic sparkling beverage that’s making serious waves in the functional beverage space. Jordan’s background spans finance, brand-building, and strategic ops — and with HOP WTR, he’s tapped into a white-hot consumer insight: people want to cut back, not miss out.

Follow Jordan Bass on LinkedIn at: https://www.linkedin.com/in/jordantbass/
Follow HOPWTR on LinkedIn at: https://www.linkedin.com/company/hopwtr/
Follow HOPWTR online at: https://hopwtr.com/

Here's what we asked him :

1. Jordan, what inspired the creation of HOP WTR? Was there a specific “aha” moment that sparked the idea? You left a career in finance and business to launch a beverage startup — what pushed you to take that leap?
2. Let’s talk about Hopwtr’s actual product. How do you balance functionality (like adaptogens and nootropics) with taste and consumer satisfaction?
3. How did you approach flavor development — and what have you learned from early consumer feedback? HOP WTR isn’t just non-alcoholic — it’s functional. How important is that dual-positioning for your brand?
4. You started DTC but have moved into retail — how have you managed that shift in distribution strategy? What was your first major retail win — and what did it teach you about scaling a beverage brand?
5. How do you think about retail execution in-store vs. online visibility and conversion?
6. What’s been the most effective way to build brand awareness in such a competitive category? You’ve leaned into wellness and lifestyle messaging — how do you ensure authenticity in your branding?
7. How do you think about community? Who is the HOP WTR consumer, and how do you stay connected to them?
8. Where do you see the future of the functional beverage space heading in the next 3–5 years? Are we witnessing a permanent cultural shift around drinking behavior and moderation?
9. What’s been your biggest mistake as a founder — and what did it teach you? What advice would you give to other CPG founders entering a crowded category?
10. Finally, What’s next for HOP WTR — new flavors, new formats, international expansion?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.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 Claudia Johnson, Technical Advisor to the CEO of Flywheel Commerce Network, the commerce acceleration division of Omnicom.

Follow Claudia on LinkedIn at: https://www.linkedin.com/in/claudia-johnson-b133436/
Follow Flywheel on LinkedIn at: https://www.linkedin.com/in/claudia-johnson-b133436/
Follow Flywheel Next online at: https://www.flywheeldigital.com/

Claudia answers the following questions :

1. How has your role at Flywheel evolved, especially since Flywheel's acquisition by Omnicom? What new opportunities or challenges has this created?
2. Your work emphasizes capability building in digital commerce. How are ecommerce strategies evolving today, and how does Flywheel help brands stay ahead in a rapidly changing landscape?
3. In a recent podcast episode, you described retail media as advertising that occurs “close to or at the point of sale.” Could you walk us through how that concept fits into broader brand strategy and which brands are using it most effectively right now?
4. Flywheel’s research shows that the most impactful drivers of sales on Amazon are media spend and organic shelf ranking, ahead of price and inventory. How should brands prioritize investments given these insights?
5. What are the biggest roadblocks brands face when trying to scale digital commerce capabilities? How do you approach "connecting the dots" across teams and markets?
6. With Flywheel now within Omnicom’s ecosystem, what new tools or data synergies have emerged to help your clients achieve growth in commerce?
7. You’ve recently discussed how unified ecosystems and AI-driven insights are transforming retail. How are you leveraging AI and ecosystem integration to deliver more relevant consumer experiences?
8. At the 2025 Syndigo Connect event, you spoke about optimizing product and commerce experiences for long-term success. What storytelling techniques or content strategies are driving retention and loyalty beyond the initial purchase?
9. Are there emerging trends in retail media, ecommerce infrastructure, or omnichannel tech that you're watching closely—and that CPG brands should be paying attention to?
10. On a more personal note: What first drew you into digital commerce, and what advice would you give someone aspiring to lead capability-building in this fast-evolving space?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.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.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.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.