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Boston, Massachusetts, United States
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Misty Muscatel Davis
Have you downloaded your free copy of Circana’s annual CPG Growth Leaders report? Now in its 12th year, Circana’s Growth Leaders report measures the omnichannel performance of 600+ CPG companies with over $100+ million in sales. Discover more about the top-performing companies of 2023 and what's behind their exceptional success.
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Nate Call, CMQ/OE
“Ugh, marketing has another crazy idea” Good, they’re supposed to Without a good marketing team in CPG… You won’t have a job At least not for long Find ways to help those crazy ideas become reality without sacrificing quality, compliance, or customer experience along the way If you can do that, you are light years ahead of your peers in quality and compliance On the brand side, if I had to choose one key factor that accelerated my career It was learning how to help the marketing team win, and win FAST Marketing is not the enemy Your mindset about marketing is the enemy Give them the tools to succeed and spend that energy on real issues Like the fact you haven’t trended complaints in 9 months Or ever #marketing #quality #compliance #cpg #dietarysupplements #cosmetics #beautyindustry #qualitas
3113 Comments -
Matt Smolin
As we discussed last week, Gen Z’s massive spending power is reshaping brand strategies across every consumer industry. Here’s how some brands are responding: * Caribou Coffee is creating a dating show on TikTok. * Bojangles is launching Instagram-famous menu items like Bo-Berry cookies. * Chicken Salad Chick is tapping local influencers for improved imagery and virality. While these are good first steps, the companies that will truly win the Gen Z market will be those that rethink their entire customer experience, with a focus on digital engagement. Gen Z is the first generation to grow up with smartphones. Viral mobile apps like Duolingo, Clash of Clans, and Strava show that gamified experiences and a sense of community are key to retention. Restaurants of the future will need to offer digital experiences that are both fun and community-driven, blending online and in-store interactions into a cohesive, engaging journey. Gamification is crucial, but so is integrating all customer touchpoints. Whether it’s ordering online, dining on-premise, engaging on social media, or participating in branded events, the experience needs to be seamless and consistently engaging. For Gen Z, great food isn’t enough; the overall customer experience must be meaningful and memorable. At Hang, we allow brands to also offer rewards for non-purchase actions, such as engaging on social media, completing branded challenges, playing minigames, or referring friends. Brands can even offer gated specialty products or experiences to the most loyal customers to create a sense of exclusivity and “VIP treatment” for their superfans. We provide the tools for any brand to undergo a true digital transformation and redefine their engagement with customers across every touchpoint. If you’re a restaurant looking to adapt your digital strategy for the modern consumer, I’d love to tell you more– DM me!
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Markus Jahn
Great and provocative read on Liquid Deaths’s success story. So many insights and examples which are relevant for FMCG challenger brands as well. Mark Ritson claims that “… if you step back and look at the original ‘four Ps’, it is almost impossible not to acknowledge that while the promotional P has its place, the product P is invariably the most important tactical consideration. Shitty marketing can surely kill a great product, but without a successful, product even the best marketing does little other than speed its own demise.” And I fully agree (see my earlier post for details) - so if you’re not yet following Mark, do it asap. It’s worth it (and entertaining). #challengerbrands #productlaunches #offlineretail
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Mariana Klober
Simple ≠ Easy This is the one thing I’m realizing after talking to multiple DTC experts over the last few weeks. The fundamental problems most businesses face already count on answers. And they’re usually very simple. Q: How can my brand stand out from the crowd? → Be authentic. Q: How do I know what my customers need? → Talk to them! And so on…. Except these aren’t always easy. The question of figuring out your brand voice especially, such that it’s authentic AND unique AND it resonates with your customers? I got to chat with Jameela G. to try to answer that question. We discussed the ‘simple’ answers. Along with frameworks and tactics so it's also a bit easy for you to do it. The full episode releases in just few days – yay! ps.: get ready for some good vibes! One can't just spend a whole hour with Jameela without feeling optimistic about life 🍀 #marketingpodcast #dtcmarketing
192 Comments -
Ali Kaltman
I spent 4.5 YEARS in CPG innovation. (And now I'm crazy...) ⬇⬇⬇ When I walk the aisles of grocery stores, I don't look at a shelf and think, "What do I want to eat today?" I look at a shelf and think that some founder saw a white space and thought that their product idea was so good that they wanted to devote 5+ years of their life to making it exist. And I HAVE to see what they saw. (Living walking distance from an Erewhon doesn’t help my white space curiosity/addiction lol) SO I’m going to start providing monthly recaps of my favorite new products & why from a brand/innovation perspective. Here are my June favorites: Halo Top Creamery Mug Cakes — As a self-proclaimed "volume" eater, I love the need here. When “health-ifying” a category IMO it goes two directions: 1) less calories for same volume or 2) including better-for-you ingredients. The Halo Top Mug Cakes are great tasting, a satisfying amount of volume, and for way less calories than the other guys. So... I'm a huge fan. Grüns Gummies — It's basically your greens in gummy form. BUT here's the twist: there's 8 gummies in a pack instead of your normal serving size of 2. For someone like me who views their gummy vitamins as a mid-morning treat, it makes consuming vitamins that much more enjoyable. Filthy Food Olive Juice — Mixers needed a rebrand & packaging refresh that’s more portable, still resealable, and smaller/cheaper because of that. Whenever I used to buy bloody mix, I’d use 1-2 servings and then the rest would sit in my fridge for months. Great execution of a packaging/size problem. Trader Joe's Red Pepper Crisps — 90 calories for a pack of these crisps feels like a phenomenal value from a volume consumer perspective. At $1.99, they are a snackers paradise. Basically, TJs made peppers more delicious and easier to eat. Sauz — High-end sauce is not a new concept, but I’m always a fan of an interesting take on a classic. Restaurants get innovative with sauces, so why can’t grocery stores too? Sauz proves great flavors can disrupt a category. What's the best new product you tried this month? What should I keep my eyes out for next month? P.S. Anyone else crazy like this?! --- Follow Ali Kaltman for more brand breakdowns, insights, & trends. 💙 #brandmarketing #whitespace #innovation
8216 Comments -
Albert Fong
Violating brand guidelines has new meaning in today's economy. Boy, times have changed from when several food companies went as far as to admit to raising prices in order to pad earnings because they knew consumers would pay. As those days fade fast into the rear view mirror of the economy, companies are now facing a new 'great resignation', as consumers bail on restaurants, supermarkets and big brands due to rising prices. From snacks to fast food, companies are feeling the negative effects, who are scrambling with promotions galore to win them back. The fall of loyalty programs speaks volumes. Just last year, companies including Starbucks and Dunkin' fiddled around with their loyalty programs that essentially required more points (and thus purchases) in order to redeem free items. For many customers, that along with rising prices was the last straw and munchkin. Another example is McDonald's where that 'dollar doesn't go as far' menu has customers looking for value elsewhere. There's nothing happy about its Happy Meals these days, and the promotions have certainly received plenty of social media attention for all the wrong reasons. Like its customers, Ronald is grimacing at mixed earnings results. Everyone wants to be the new Trader Joe's. Consumers are ditching big brands and embracing private labels as they look to stretch their dollars. Made by outside manufacturers but sold under the store's own brand name, private labels aren't just gaining traction with budget-minded buyers but even higher income consumers who are increasingly less hung up on big-name brands. Walmart and Amazon all see the opportunity, which is one reason they're expanding their private label offerings. And of course, you have other stalwarts like Costco and Safeway among others who are all battling for consumer loyalty and a bigger piece of the grocery pie. "They make money the old fashioned way, they earn it"...that old tagline from the way back machine resonates more than it ever has for today's big brands. They may have decades and decades of history and legacy, but reputation only goes so far with today's consumer. Money and loyalty still must be earned over and over again. Brands are getting that reminder as we speak https://lnkd.in/epvqCeNU #fastfood #restaurants #brands #inflation #consumers #economy #privatelabel #retail #customerloyalty #reputation
236 Comments -
Christina (Manuel) Parker
In 2023, CPG #PrivateLabels grew dollar and unit sales thanks to the unique confluence of retailers investing in their own brands and consumers facing high inflation 📈🛒. Mary Ellen Lynch, principal of Circana's center store solutions practice, discusses private brand shoppers and what they’re looking for in this new #GrowthInsights episode. 🎧 Listen to the full episode!
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Drew F.
As a CPG operator, it's hard to tell where there is room for improvement in your business, and where you are already optimized I have spent the last 8 or so years running brands, and in hindsight I realized I was doing so extremely tunnel visioned. Having seen thousands of different brand's P&Ls at this point is a total revelation. This is why I am making benchmarks such an important part of the Iris Finance value prop. Where am I lacking, and how do I improve. I also believe answering that question is one of the most interesting applications of AI - but that's for another post. For now, the FREE report we published in partnership with Wayflyer is the most comprehensive report on what kind of financials your brand is theoretically capable of: Check it out here if you missed it: https://bit.ly/3UHJPKu
202 Comments -
Alexandra E. Vailas
If you work for a brand expanding into retail or have retail expansion on your roadmap, give this podcast episode a listen! Greg Shuey asked fantastic questions about DYPER's journey, and I think our discussion can better prepare D2C brands for future growth. #retail #D2C #brandgrowth #CPG
91 Comment -
Nate Call, CMQ/OE
There are worse things than recalling a product in CPG For instance: NOT recalling a product in the market that SHOULD be recalled and risking lives, jail time, and your reputation While it's easy to sit behind a desk and send an email to the effect of "Remaining lot quantity is low, we've sold through most of it. We will correct for future runs." No, you won't correct the issue for future runs Because if you had a functioning Quality Management System + a spine, you wouldn't even have that conversation You'd just recall the product after the data has been presented and validated I've seen this happen countless times Can't afford a recall? Build a QMS and look into recall insurance with Chris Morey, CLCS Doing the right thing is a pretty solid business plan #quality #compliance #fda #recalls #cpgindustry #foodandbeverage #dietarysupplements #cosmetics #beautyindustry #manufacturing
3211 Comments -
Rochan Kakar
You know which is the one business strategy that doesn’t fail? 🤔 Making an impeccable product that has unlimited demand. ⚓️ That’s me, pretending to look cute at one of my favorite candy stores - Parkside Candies in Buffalo, New York. Parkside Candies is a candy store that sells, assorted chocolates, candies, and ice cream. And they have been doing it since 100+ years. It is funny to me how so many people get hung up on: - Strategy - Business cases - Market assessments - SWOT And whatnot... 🤷♂️ There is a reason why AI and automation will never replace businesses like roofing, gardening etc. Those businesses have an infinite demand and need quality supply. Codie A. Sanchez is the biggest advocate of “boring businesses” because three things that boring businesses do exceptionally well are: 1️⃣ Have a low barrier to entry 2️⃣ Make money 3️⃣ Hold real value in terms of assets and infrastructure The reason why Parkside Candies has been around for 100+ years is simple: 👇 🥇 Product and experience: Who doesn’t love candies? Kids, adults everyone loves candies and chocolates. Now. You can always buy candies and chocolates from Walmart or any other big chain store, but people come to Parkside for the experience. Nothing beats the experience of driving to the store sitting in the booth with your family and have a good laugh. 🏢 Segment: As long as there are humans there will be a demand of chocolates and candy. Buffalo is not the biggest cities in the world. Yet, Parkside has survived due to an impeccable product but also an infinite demand of candies and chocolates. 📝 The lesson here is - so many times people justify their inaction to start a business or build a company because... ❌ They are waiting to be interrupted by a big bold idea. ❌ Or some breakthrough realization that no one has had or ❌ Funding to launch and scale Whereas.. they can simply start by knocking on someone’s door and telling them that they will charge $10 an hour for cutting grass vs $20 as they don’t have the equipment to do so. 🔁 Rinse repeat and voila one day you can buy your equipment. 🔁 Rinse repeat and voila now you can hire your 1st simple. 💡 If you pay attention to one of the most success entrepreneurs, two pieces of advice they all give is: 1️⃣ Stick to 1st principles (common sense) 2️⃣ Don’t think of “creating demand”. Fill the demand by supply. You can be unique via your competitors in infinite ways. Story, branding, pricing, offers, etc. but one thing you cannot do - is create demand that doesn’t exist. — Liked this article or learned something new? 🔔 Follow me Rochan Kakar for more on personal development, startup growth and entrepreneurship #entrepreneurship #buisnessstrategy
426 Comments -
Dave Korinek
Let's throw some knives blindfolded shall we? 🗡 Definitely not for the faint at heart, especially when something important is at stake. Like say, successfully launching a new CPG brand into market. Just posted a new blog about identifying your path forward. Here's a sneak peek at 3 key steps. 1. Relevance ⚡ Gain a complete understanding of the industry, the market landscape, and audience trends. 2. Differentiation 😎 Analyze and evaluate the competitive landscape to determine how your brand is different from everyone else. 3. Ownability 🔥 Figure out what's yours to own. Time for some self reflection about your product or service to determine why you matter to your audience. Enjoy the read 👇 #CPG #Branding #Research #Strategy #Marketing
175 Comments -
Matt Parry
Our Advantage Group International US team is in the middle of qualitative interviews. This is where our research comes to life, and we can add color, sentiment and context to the thousands of quantitative surveys we collect every year to help CPG suppliers and retailers be #bettertogether. In case you’re unfamiliar, #AdvantageReport gives suppliers and retailers a benchmarked view of performance as rated by their business partners. This provides suppliers and retailers with valuable information regarding the strengths and opportunities of their business relationships. Listening is AGI’s superpower. We help you leverage our insights to strengthen your business and stay ahead of obstacles (and ultimately ahead of the competition). Over the past two months, our team has conducted extensive interviews with hundreds of professionals, from account managers, supply chain experts to executives at US suppliers and retailers. We are hearing a lot and gaining so much insight into the unique dynamics of the retail ecosystem today. While we are still pulling together the detailed results, we want to share some exciting initial findings and common themes emerging. Here are five things we are hearing that are causing frustration between US retailers and suppliers: 1. Price Increases 2. Shifting Strategies 3. Pricing and Promotions 4. In-store Execution 5. “Last Minute-ism”
321 Comment -
Genevieve Brousseau Provencher
Random CPG thought. The awkwardness and weird exhilarating feeling you get trying to connect with a new buyer was never better summarized than when Carly Rae Jepsen came out with this earworm in 2012: "Hey, I just met you, and this is crazy, but here's my number... so call me, maybe?" To illustrate the feeling and hopefully make you feel less awkward through my own awkwardness, here is a photo of me holding an invisible phone like a true "old" millennial. You're welcome. ;) #Weallknowiwillbetheonecalling #cpg #entrepreneurship
10511 Comments -
Davis Smith
In 2013, Nate Checketts and I were friends emerging from painful entrepreneurial speedbumps. We both dreamed of launching our own outdoor/athletic apparel brands (Cotopaxi and Rhone). We could have seen each other as competitors, but we instead invested a few thousand dollars in each other’s businesses in a show of solidarity (and when I say a few thousand dollars, it was an embarrassingly small number because neither of us had money). We ended up launching within weeks of each other. Nate gave me valuable feedback on early Cotopaxi logo concepts, we shared supplier contacts, media leads, and investor intros. For the last decade, we’ve been each other’s biggest cheerleaders. As both brands were getting started, Peter Lane Taylor from Forbes wrote an article about each of us (an intro from Nate). Peter has covered dozens of startup brands over the years - many are no longer around or are shadows of their original vision. A few of them, however, scaled remarkably fast. This is an article highlighting five standout brands and what set them apart. I want to give Nate a huge high five and hug for the incredible job he’s done as a founder/CEO and for his sincere friendship over the years. Your friendship and support has meant the world to me, Nate.
89378 Comments -
Kyle Marsham
What's happening in my business? When are we launching at Whole Foods? Can you share a launch tracker with booked meetings, pending listings, new listings, launch dates, and submitted promotions? Did that promotion run? When is the next review? If you're in CPG, these questions are at the top of your mind daily. With the current tools available to brands, brokers, and on-demand sales teams, it's a complex and slow process. It's not our fault; We are just doing what we've always done. Well, there's a new way Toodu things. Toodu's mission is to simplify the lives of CPG professionals by offering a more efficient way to manage, track, and organize all things CPG. With Toodu, there's a new way to do things, a way that can simplify the daily challenges we face. Connect with us: https://lnkd.in/g3aC6gHV #productivity #cpgindustry #naturalproducts #founders #brokers #sales #management #chfa
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Brandon Bobart 📈
🙋 Raise your hand if you’re a one-person marketing team Let me guess, it’s your job to: ✅ Plan events ✅ Write blogs ✅ Buy ad space ✅ Start a podcast ✅ Get media attention ✅ Develop a paid ads program ✅ Create educational collateral ✅ Handle all the social accounts ✅ Be the company spokesperson ✅ Design graphics and edit video ✅ Probably handle internal and crisis comms Stressed yet? Having fun? You’re expected to be a unicorn. Even though we all know unicorns don’t exist (shhhh, don’t tell my daughter). You’re probably thinking all the time: “I just need support.” I get it. I WAS that one person marketing team when we were growing Franny’s Farmacy. Everyday was overwhelming. And that’s part of the reason I started a fractional marketing company. To give those unicorn marketers the support they REALLY need. You don’t just have to decide on one hire. You can get an entire team for the price of one FTE. We bring in a crew of experts, each with a very specific specialization to help you reach your goals. Ready to design your website? We’ll bring a team in. Gearing up to put out content? Enter our team of subject matter experts In a big product promo period? We’ve got folks to make high-converting ads. You shouldn’t have to do the role of 5 different people as a marketing director. If you want some support, feel free to reach out to see how we can help!
2612 Comments -
Emily De Sousa
Seafood shouldn’t be sleeping on influencer marketing! The influencer marketing space is worth $22 billion and growing globally. Why? Because it’s one of the most effective means of marketing in todays world. 📩Want to learn more about how we can help you build an influencer marketing strategy with a high ROI? Shoot me a message and I’ll send you our influencer marketing services package!
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