The CPG Guys are joined in this episode by Kristi Argyilan, Global Head of Advertising at Uber.

Follow Kristi on LinkedIn at: https://www.linkedin.com/in/kristiargyilan/
Follow Uber on LinkedIn at: https://www.linkedin.com/company/uber-advertising/
Follow Uber online at: https://www.uber.com/us/en/advertising/

Kristi answers these questions:

1. Can you walk us through your role at UBER Ads and how the organization fits within the broader UBER ecosystem?
2. What unique value does UBER bring to the retail media landscape, especially compared to traditional players like retailers or streaming platforms?
3. What makes advertising within the food delivery sector different from other consumer industries? What types of CPG brands are seeing the most success on UBER Ads—and why?
4. How do you balance the needs of large national CPGs vs. emerging or local brands?
5. Can you share a campaign or partnership or examples that exemplify what "great" looks like on UBER Ads? aka what is best in class?
6. What role does data play in segmenting and targeting audiences? How do you balance broad reach with personalization?
7. What key performance indicators (KPIs) do you consider most critical when evaluating ad success at UBER? Can you share some examples of how data insights have directly influenced campaign adjustments?
8. How do you tailor campaigns to resonate with diverse local markets versus a national audience? What does working with UBER ads entail - aka the customer experience?
9. What advice would you give to brands, especially in the consumer packaged goods arena, looking to leverage digital advertising for growth

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:

• Walmart’s latest earnings
• 2026 Food & Beverage Predictions
• Kroger Retooling eCommerce
• Target partners with Open AI

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 Kellanova's Mike McCune, Sr. Dir Sr. Director of Integrated Commercial Analytics & Maggie Gilliam Hoy, Sr. Director , and Omni COE lead. Today’s episode is all about data, analytics, the changing shopper behavior to lean omnichannel and the story of how one snack manufacturer has leaned into reporting and insights in a meaningful way.

Follow Mike on LinkedIn at: https://www.linkedin.com/in/michaelthomasmccune/
Follow Maggie on LinkedIn at: https://www.linkedin.com/in/maggie-gilliam-hoy-22800120/
Follow Kellanova on LinkedIn at: https://www.linkedin.com/company/kellanova/

Here's what we asked them :

1. Maggie, let’s get this started with you. As Senior Director of Omni Capabilities at Kellanova, you cover a broad remit across commerce & marketing. How are you defining “omni commerce” in the snack/CPG space today? Also tell us about your remit.

2. Mike, talk to us about your remit. You also have an RGM background - who do you support at Kellanova and what does a day in your life look like?

3. With such a change in consumer behavior to omnichannel & ecommerce, believe you have developed a system called KOPS. What does it stand for and what data sets are the inputs - did we hear over 30 data sets? Mike to go first.

4. Mike- what prompted the need for KOPS in the first place? What was not working well? What was replaced? How has it been received? Any surprises?

5. Maggie - how are you preparing for more growth in ecommerce and digitally engaged shoppers in 2026. What sort of analytics do those whom you service need in these uncertain times?

6. Mike - I’d like to ask you the same question - you touch much more than omnichannel and digital. Everyday business - what sort of data sets are now in play that are non negotiable?

7. Maggie - as the head of the omnichannel COE, how do you coordinate omni activities so that the consumer experience is seamless across digital, physical retail, and experiential activations?

8. Maggie - how are you handling non-traditional retailers or 3-party services like Instacart, Doordash, or Tik-Top Shop?; Are these a priority?”

9. This last one is again for both of you - with your respective roles and lenses, looking into the next 3-5 years, what do you see as the biggest disruption (or opportunity) in how snack brands will go to market?

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.