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CPG marketing is on the precipice of change as technology bears down on the category, with retail media networks revealing more about consumer buying habits. Chobani’s global CMO Thomas Ranese is new to the category and technology-savvy, having previously led marketing at Uber and Google.
His plans include unexpected collaborations, retail media partnerships and data collection—modern marketing tactics that disrupt CPG advertising stereotypes. Some advertisers consider the category relatively outdated, given retailers’ sheer size and their historical reliance on in-store shopping, which can obfuscate advertising’s impact on sales.