The CPG Guys

Brand Management in the Digital Era with Colgate-Palmolive's Dana Medema

June 15, 2022 Peter V.S. Bond & Sri Rajagopalan Season 1 Episode 209
The CPG Guys
Brand Management in the Digital Era with Colgate-Palmolive's Dana Medema
Show Notes

The CPG Guys, Sri & PVSB, are joined in this episode by Dana Medema, VP & General Manager of Oral Care at Colgate-Palmolive Company. 

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Dana answers these questions:

1)  Would you start by walking us through your career progression at CP, highlighting some of the pivotal roles that helped prepare you for your current GM position in Oral Care?
2) What is your perspective on how brand management operations are different with FMCG in Europe compared to what is happening here in the USA?
3) CP clearly has a strong commitment to digital consumer engagement as evidenced by the significant presence of your Chief Digital Officer at this year’s CAGNY conference. How do you collaborate with the digital team to deliver meaningful outcomes in the oral car business unit?
4) Following up on the role of digital in oral care, how are investment decisions for your category made in customer retail media platforms? Is it a HQ activity, a customer team activity? A blend? How do you ensure that brand objectives are met in this pursuit?
5) Where are you sourcing meaningful 1P data beyond your DTC, how is it helping you to better understand consumer behavior, calculate customer lifetime value and how do you see it improving your operational decisions?
6) Innovation is the lifeblood of every brand. Peter and I had the pleasure of hearing your colleague How is innovation fostered at CP? How do you collaborate with Craig and other CP stakeholders? How are your retail customers involved in innovation?7) Looking at the transformative landscape of consumer goods over the last 3 years: in what areas do you recommend your brand contemporaries invest against to help their brands succeed in an omnichannel world?
8) eCommerce has been the buzz since the beginning of the pandemic, but the vast majority of sales are still happening in physical stores. How are you preparing your brand for success in this world of blurred channels?

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