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The CPG Guys are joined in this episode by Andrew Freeman, VP North America eCommerce at CP Skin Health, a division of Colgate-Palmolive Company. Their mission is to be a caring, inclusive, innovative growth company that transforms and protects skin health through professionally endorsed skincare that improves people's lives. Portfolio brands include eltaMD, Filorga and PCA skin.
Follow Andrew Freeman on LinkedIn at: https://www.linkedin.com/in/andrewlfreeman/
Follow CP Skin Health Group on LinkedIn at: https://www.linkedin.com/company/cp-skin-health-group/
Follow CP Skin Health Group online at: https://www.colgatepalmolive.com/en-us/cpskinhealth
Andrew answers these questions:
1) Can you tell us about your role as Vice President of eCommerce at CP Skin Health ? What are your major responsibilities and priorities?
2) What are some of the biggest challenges you face in managing & growing the Skin Health portfolio of brands at CP?
3) Traditional scaled CPG brands have often been challenged by creating a DTC channel. Within your product portfolio, you are selling both through DTC and through retail channels including Amazon and Dermstore. What do you see as the value proposition of both methods?
4) What are some of the core capabilities that you need to master in being able to execute and deliver against a successful end-to-end eCommerce strategy in both DTC and Retail eCommerce?
5) Content is king on the digital shelf. What are some of the content imperatives that you find are driving the success of your brands and how does the content come to life in supporting all of the different digital store fronts where your brands may be found?
6) Retail Media is a major focus of most scaled omni channel brands. The demands from retailers to invest against their media platforms has been increasing significantly over the last 2 years. What is your involvement in ensuring that retail media is a productive channel to help grow your skin health brands? What are you looking for retailers to provide back to you in return for your investments?
7) How do insights play a role in your business activities? What types of data-driven insights drive the eCommerce priorities that you establish for skin health brands at CP?
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