A Head of Marketing (CMO) has a less than 4-year tenure on average, and far less in CPG. How can you keep your job when others are struggling? This podcast is filled with useful ideas and statistics, as well as a 5-step process to help you to answer the ever-increasing demands and risks of a head of marketing job.

C3Centricity

The Good, Bad and Downright Ugly Parts of a Head of Marketing Job

Claiming to be "consumer-centric" is simple; executing it effectively requires a fundamental shift in leadership and company culture.

Many leaders believe they prioritise consumers, yet their strategies often miss the mark due to a lack of meaningful integration.

Building a genuinely consumer-first culture means driving every decision, process, and strategy with the consumer's needs and values at the forefront.

This guide equips leaders with the insights and actionable strategies to foster a winning consumer-first culture. Rather than relying on superficial gestures, leaders can inspire a transformation that elevates the organisation, engages employees, and creates powerful, lasting consumer relationships.

Deep Dives from Denyse at C3Centricity

The Ultimate Leadership Guide to Creating a Winning Consumer-First Culture

As consumers become more informed and discerning, the demand for brand transparency is intensifying, especially in the Consumer Packaged Goods (CPG) industry.

People want to understand where their products come from, how they are made, and whether the practices behind them align with their personal values.


This shift is pushing CPG companies to rethink how they manage and communicate their supply chains, transforming brand transparency into a strategic imperative.

However, this transformation isn’t just a matter of compliance or ethical responsibility—it’s also about enhancing the customer experience.

In a world where trust is increasingly hard to earn, brands that offer clear, detailed insights into their supply chains stand to build deeper loyalty and gain a competitive edge.

Transparency can no longer be viewed as a back-end operational detail; it’s becoming a vital part of how customers engage with and perceive a brand.

Unlocking Customer Loyalty and Trust with Supply Chain and Brand Transparency

Supply Chain Transparency  Building Customer Loyalty And Trust

Executives and business owners of mid-sized CPG companies face unique challenges that differ from those of startups or larger enterprises.

These challenges stem from the need to balance growth, operations, and innovation while competing with both larger firms and more agile startups.

Here are the top ten challenges mid-sized consumer goods companies face, real-world examples of businesses that have successfully overcome these obstacles, and expanded solutions explaining how to implement these strategies in your own organisation.

All companies struggle at times, and mid-sized businesses have their own specific problems to solve without the resources of the larger organisations. 

The examples in this episode show it is not only possible but sometimes in just a year or two. 

The examples covered include: 

 - Prose: Improved employee retention by 20% over 2 years.
 - Chobani: Achieved double-digit revenue growth annually over 5 years.
 - RXBAR: Improved cash flow by 15% in 18 months.
 - KIND Snacks: Grew DTC sales by 25% in 3 years.
 - Beyond Meat: Became a leading player in the plant-based market over 5 years.
 - Gatorade: Increased consumer engagement and repeat purchases over 2 years.
 - Seventh Generation: Avoided fines and strengthened market position in 3 years.
 - Clif Bar: Successfully transitioned key executives over 5 years.
 - Mondelez International: Reduced waste by 15% in 3 years.
 - Nestlé: Pivoted towards health and wellness trends over 5 years.

Mid-sized CPG companies face unique challenges as they navigate the complexities of growth, supply chain management, consumer trends, and competition from larger and smaller brands.

This Deep Dive covers the top ten challenges CPG companies face, supported by statistics, real-world examples, and actionable solutions tailored to this industry.

Top 10 Challenges of Mid-Sized CPG Companies: Insights, Statistics and Real-World Solutions

Navigating The Top Ten Challenges Faced By Mid - Sized CPG Companies

This discussion identifies nine key challenges businesses face when transitioning to a customer-centric approach, such as overhauling company culture and mastering data analytics. 

We propose practical solutions for each challenge supported by examples from companies like Amazon, Netflix, and Salesforce. 

Denyse emphasises the importance of leadership commitment, data-driven decision-making, and continuous improvement in achieving a customer-first strategy. 

The podcast also highlights data security, omnichannel integration, and personalised experiences in fostering customer loyalty and growth. 

Finally, it stresses the value of transparency and trust in building strong customer relationships.

Conquering The Challenges Of Customer - First Strategies

This episode explores the similarities and differences between B2B and B2C marketing strategies. 

While distinct in their approaches—B2B emphasises logic and long-term relationships, while B2C focuses on emotion and shorter sales cycles—both share the fundamental goal of connecting with their audience. 

The discussion highlights how each sector can learn from the other. It suggests that B2B marketing can benefit from incorporating emotional branding and personalisation techniques used in B2C and vice versa, with B2C adopting B2B's emphasis on value propositions and relationship building. 

It concludes with a suggestion for a more integrated approach, blurring the lines between B2B and B2C strategies for improved marketing effectiveness.

B2B & B2C Marketing  Synergistic Strategies

This episode argues that companies should reduce reliance on extensive market research and instead prioritise leveraging existing internal data and readily available information sources, such as customer feedback and competitive intelligence. 

The discussion emphasises the strategic prioritisation of research questions and the use of advanced analytics to gain actionable insights from smaller datasets. 

The hosts share many examples that Denyse provides of companies successfully using this approach to reduce costs, improve decision-making, and boost business outcomes, advocating for a more efficient and practical approach to understanding customers. 

The discussion promotes gaining profound customer knowledge with fewer surveys and, ultimately, better resource allocation.

Mastering Market Understanding

This episode advocates for fostering innovation within organisations. 

It emphasises the importance of a creative culture achieved through open communication, diversity, and resource provision. 

The discussion highlights the significance of a growth mindset, embracing challenges and viewing failures as learning opportunities. 

Several real-world examples (Google, Amazon, 3M) are discussed that Denyse uses to illustrate successful strategies. 

The episode argues that a customer-centric approach is crucial for driving continuous innovation and achieving sustainable growth.

Igniting Innovation  A Culture Of Creativity

Building customer trust and loyalty is crucial for business success. 

This episode explains that trust, based on reliability, transparency, and integrity, precedes loyalty. 

It emphasises the importance of consistent, high-quality experiences, open communication, and personalised interactions to foster trust. 

The text also highlights the value of actively addressing customer feedback and cultivating a customer-centric culture. 

The discussion concludes that prioritising these elements leads to stronger customer relationships, increased retention, and sustainable business growth.

Building Customer Trust And Loyalty

This episode explores how technology is transforming customer service. 

It examines several key areas, including the rise of omnichannel experiences, self-service options, and the use of AI-powered tools like chatbots and virtual assistants. 

The importance of data analytics and personalization in creating seamless and unforgettable customer journeys is also highlighted in the discussions.

Denyse shares several successful company examples to illustrate these concepts, demonstrating how businesses can leverage technology to improve customer satisfaction and drive growth. 

In conclusion, Denyse summarises the episode by advising that data security and privacy are addressed as crucial considerations in handling customer information.

Technology - Driven Customer Journey Excellence

This episode advocates using AI to enhance customer experience and loyalty. 

The discussion with Denyse emphasises personalisation through AI-powered tools like chatbots and predictive analytics to meet customer needs efficiently. 

Denyse details best practices for AI integration, including understanding customer needs, selecting appropriate technologies, and establishing clear implementation strategies. 

She shares Walmart, Marriott, and JPMorgan Chase case studies that illustrate successful retail, hospitality, and banking AI applications. 

In conclusion, she suggests that all organisations use AI as a key driver of customer satisfaction and business growth.

She invites everyone to subscribe to the Marketing Deep Dives by Denyse channel and to book a time to discuss the topic in more depth with her.

AI - Powered Customer Loyalty

This episode examines the qualities of excellent customer service, using a personal anecdote from Denyse about a positive experience she had with a cable company.

It represents the ideal "7 Ps" of customer service excellence: Private, Patient, Polite, Perceptive, Professional, Pragmatic, and Perseverant. 

Denyse contrasts this positive experience with the generally negative experiences of dealing with call centres, highlighting the importance of speed and empathy in resolving customer issues. 

She advocates for prioritising customer needs and emphasises the value of a responsive and understanding approach to customer service. 

In conclusion, Denyse suggests that the audience check out the C3Centricity customer service training services as a solution to improve business practices.

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The 7 Ps Of Customer Service Excellence

The episode discusses brand portfolio management, arguing that fewer, well-chosen variants lead to greater success. 

It challenges the common belief that more choices benefit consumers, citing research indicating that excessive options can hinder purchasing decisions. 

Denyse uses examples of successful global brands to illustrate the benefits of focused brand portfolios and suggests strategies for streamlining SKUs, such as annual reviews and targeted innovation. 

She says poor brand management is linked to marketers prioritising quick promotions over effective long-term brand strategies. 

Denyse concludes by emphasising the importance of understanding customer needs and aligning product offerings to those needs for optimal results.

Brand Portfolio Management  5 Secrets To Success

The episode uses Swiss police speed cameras as a case study to illustrate the benefits of a customer-first strategy. 

It contrasts the negative customer experience of traditional speed cameras (permanent, temporary, and laser) with the positive response to cameras providing immediate feedback, like a smiley face for drivers under the speed limit. 

Denyse argues that focusing on a positive customer experience, rather than solely on revenue generation, leads to better outcomes and brand loyalty, applying this concept to businesses beyond law enforcement. 

The discussion concludes by promoting Denyse's C3Centricity customer-centric business consulting services.

Customer - First Strategies  Lessons From Swiss Police

This episode of Marketing Deep Dives by Denyse emphasises the importance of direct customer observation for businesses seeking to improve understanding. 

It highlights the shortcomings of traditional market research and advocates for regular, informal interactions with customers. 

The discussion details five key rules for effective observation: attentiveness, objectivity, and contextual awareness. 

These rules, which Denyse proposes, aim to ensure accurate data collection and insightful analysis, which will ultimately improve products and services. 

The episode also stresses the need for cultural sensitivity in international settings and encourages the sharing of experiences to enhance understanding.

The 5 Rules Of Customer Observation

This episode presents five key strategies for enhancing insight development in marketing. 

It emphasises that insights rarely result from singular market research studies but require integrating diverse data and information. 

The process necessitates focusing on consumers' desired behavioural or attitudinal shifts, often involving emotional connections. 

Collaboration across departments is crucial for gaining diverse perspectives, leading to breakthroughs. 

Denyse concludes that insights frequently hinge on fundamental human truths, offering broad applicability, and can even be adapted across different categories.

Five Brilliant Ideas For Insight Development

The episode explores hyper-personalisation, a marketing strategy using AI and real-time data to create highly individualised consumer experiences. 

It details how this approach builds customer loyalty, boosts sales, and strengthens brand differentiation through tailored product recommendations and interactions across various touchpoints. 

The importance of data privacy and ethical considerations are also discussed, alongside examples of successful hyper-personalisation implementations from various global companies. 

Ultimately, the discussion concludes that hyper-personalisation is no longer optional but crucial for sustained success in today's competitive market.

Breaking The Glass Ceiling  7 Truths Smart Women Need To Know

The episode examines hyper-personalization in marketing, a strategy using AI and real-time data to create highly individualized customer experiences. 
The discussion highlights the importance of this approach for building brand loyalty, boosting sales, and differentiating in competitive markets. 

Denyse shares numerous examples from various companies and regions to illustrate successful implementations, emphasizing the role of data analytics and various technologies. 
The discussion also addresses ethical concerns surrounding data privacy and the potential for over-personalization. 
Finally, it concludes that hyper-personalization is crucial for future success in consumer engagement.



Why Hyper-Personalisation Matters in Delighting Your Consumers

This is a discussion about C3Centricity's 2024 CPG blog post roundup. It highlights the most popular articles on consumer centricity. 
The top ten posts cover various aspects, including strategic change management, emotional intelligence in business, consumer delight, insight development, and measuring consumer experience. 
Several articles also address challenges of implementing consumer-first strategies and developing effective mission statements. 
In conclusion, the 2024 Top 10 CPG blog collection emphasises the importance of a consumer-focused approach for business success.



AI Marketing Strategies_ Success & Transformation

The discussion this week argues that deep customer insights, meaningful innovation, and inclusive leadership are crucial for business success in 2025.  
It supports this claim with data from McKinsey, PwC, BCG, and Deloitte, showcasing how companies effectively integrating these three elements significantly outperform their competitors.  
The discussion provides examples of successful companies like Spotify, Nike, Unilever, and Microsoft, illustrating how these principles are applied in practice.  
Finally, it offers a framework for implementing these principles and suggests methods for measuring progress.


Insight, Innovation and Inclusive Leadership- The New Business Success Formula

Influencer marketing is transforming the consumer packaged goods (CPG) industry, with social media personalities launching successful brands like Prime Hydration and Feastables. Authenticity, direct engagement, and pre-built audiences are key drivers, disrupting traditional marketing and creating new market dynamics. 
Established CPG brands can learn from these strategies by fostering authenticity, engaging consumers directly, and partnering with influencers. 
However, influencer-led brands face risks like over-reliance on personal reputation and challenges in scaling without losing their unique appeal. 
Despite some speculation, influencer marketing remains powerful, offering unparalleled reach, high ROI, and strong consumer trust, particularly among younger demographics. 
The future of CPG involves blending traditional strengths with influencer-driven approaches to foster genuine connections and continuous innovation.

Influencer Marketing: Redefining Consumer Engagement and Market Success

This session, drawn from personal experience in corporate leadership and supported by research, identifies seven key insights for navigating workplace power dynamics, particularly for women aiming for senior roles. It argues that simply breaking the "glass ceiling" isn't enough, as subtle biases and power plays persist at all levels. 
Denyse highlights issues like visibility challenges, fear-based leadership, and the importance of boundaries. 
Ultimately, the discussion of Denyse's blog post aims to equip individuals with a framework to understand and strategically respond to these often-hidden truths in their career progression, offering further guidance through a masterclass and personalized sessions.

Breaking The Glass Ceiling: 7 Essential Truths Smart Women (and Men) Need to Know

This session emphasizes resilience as a crucial skill for career success, especially in uncertain times. 
It highlights research demonstrating the measurable benefits of resilience, including increased productivity and promotion potential. 
In Denyse's blog post, she presents a three-part framework for building resilience: developing active response patterns, building strategic support networks, and practicing intentional reflection. 
Through anecdotes and expert insights, the text argues that resilience is not just about bouncing back but about adapting and growing from challenges, ultimately differentiating successful professionals.

Resilience: The Essential Foundation for Career Success in Uncertain Times

This podcast discussion argues that mid-sized companies can achieve remarkable success by strategically outmaneuvering industry giants, despite having fewer resources. It substantiates this claim by presenting compelling case studies from both the technology and consumer packaged goods sectors, such as Stripe, Zoom, Chobani, and Kind Snacks. The analysis of these examples reveals key winning strategies centered on focusing on specific problems, leveraging new technologies, creating new categories, building authentic connections, and maintaining quality during growth. The session serves as an implementation guide, offering practical steps and success metrics for mid-sized companies aiming to not just compete, but to truly outperform their larger rivals by prioritizing agility, focus, and customer understanding.

How Mid-Sized Companies Outsmart Giants: Learning from Tech and CPG Success Stories

This podcast discusses key strategies for Consumer Packaged Goods (CPG) brands to cultivate consumer loyalty in 2025 and beyond, emphasizing a shift towards a consumer-centric approach. 

It highlights the increasing importance of exceptional experiences, radical transparency, hyper-personalization, and purpose-driven commerce as primary drivers of purchasing decisions. 

The article discussed provides real-world examples of brands successfully implementing these principles and offers actionable strategies specifically tailored for mid-sized CPG companies, focusing on leveraging AI, agile development, co-creation, and precision marketing. 

In conclusion, the piece argues that moving from reactive insights to predictive foresight is crucial for gaining a competitive edge and fostering lasting consumer relationships.



7 Powerful Secrets Explaining How Successful CPG Brands Capture Consumer Loyalty

What if the secret to explosive growth isn't moving faster... but knowing when to stop?

This episode of Marketing Deep Dives with Denyse Drummond-Dunn challenges the business world's obsession with relentless acceleration. 

Drawing from real examples of successful companies, she reveals why strategic pauses lead to breakthrough innovation and energized teams.

You'll discover:

 - Why constant forward motion can lead to exhaustion and diminished returns

 - How recalibrating and challenging assumptions creates fresh perspective

 - A framework for making strategic pauses work for your business

 - Examples of companies that use reflection periods for explosive growth

 - Why intentionally slowing down is a bold move that drives sharper direction

Perfect for leaders who are ready to question the "always accelerate" mindset.

Based on the thought-provoking blog post from C3Centricity that's changing how business leaders think about growth.

Listen now and discover why your next bold move might be to pause.


Why Slowing Down Is the Boldest Move You Can Make to Accelerate Growth

Many companies create great new products and services – from their perspective – but they fail! In such a situation, it is almost always due to an outdated innovation process, in which the customer has not been involved.

I know it can be difficult to innovate in this new age of technology, but it remains vital for growth. This podcast shares some of the latest ways to improve your innovation success rate.

C3Centricity Blod Post Podcast

Improving Ideation, Insight & Innovation

Review of the top 2016 marketing posts on customer understanding, connection and engagement. These highly popular posts confirm their value & topic importance. A must-listen podcast for all marketers, brand builders and customer centricity champions. Filled with ideas, tips and cheak-lists to optimise your business in 2017.

C3Centricity Podcasts

C3Centricity Podcast

Customers care about products & value, not employees

MARKETING DEEP DIVES by DENYSE is a Podcast for CPG Executives wanting to attract, delight and retain more consumers.
In each episode Denyse shares her tips, tools and ideas gathered from her more than 30 years experience working in over 125 countries around the globe.
Denyse is: 📈 Advisor to Fortune 100-Inc 5000 | 🚀 Strategist for mid-sized CPGs | 👨‍💼👩‍💼Leadership Coach | 🎤 Keynote Speaker | 📚 #1 Best-Selling Author | 🌍 Former Global Head of Consumer Excellence at Nestlé

Marketing Deep Dives by Denyse

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