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Nov. 23, 2022

Building Omnichannel Digital Prowess with Church & Dwight's Surabhi Pokhriyal

Building Omnichannel Digital Prowess with Church & Dwight's Surabhi Pokhriyal
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The CPG Guys

The CPG Guys, PVSB and Sri are joined in this episode by Surabhi Pokhriyal Chief Digitl Growth Officer of Church & Dwight, a world leader in household and personal care products. Their global brands include ARM &HAMMER®, Batiste™, OxiClean™, Trojan™, XTRA™, Nair™, First Response™, Spinbrush™, Orajel™, vitafusion™,Li’l Critters™, Water Pik®, FLAWLESS®, Zicam® and TheraBreath®.

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Surabhi answers these questions:

1) You have spent your career working with several consumer goods companies across the world and being on the brand side and consulting side. Tell us more about your career journey. And what advice you have for others seeking a similar journey
2) What are you seeing these days across the industry, rapid omnichannel growth or has it really slowed down since covid ended and is it a permanent tilt to digital/ecommerce? Should all brands be leaning into digital and competing now with digital native brands? 
3) Tell us a bit more about how organizations think these days about attracting, developing and retaining talent. Everyone is chasing hard to come by digital talent where the pool is becoming bigger but so is the competition 
4) What soft skills do you value the most and how do you train your teams for those?
5) Companies are doubling down efforts on DE&I. What is your take on it and how do you see that coming to life these days?
6) Tell us more about your ideas on mentorship, and especially in elevating women
7) Let’s discuss capabilities. What are the top must have capabilities for a CPG brand to drive omnichannel growth? 
8) DTC. Myth or must have for brands? Why should a brand well penetrated with retail distribution focus on DTC
9) Given the last 2 years and digital lean in - what is your advice for brands going forward? Is the store trip returning?

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Surabhi Pokhriyal Profile Photo

Surabhi Pokhriyal

Chief Digital Growth Officer - Church & Dwight

As a growth oriented and challenger mindset leader, Surabhi enables organizational strategy to 'do different things' and to ‘do things differently'. Regarded as a change catalyst she leads teams to continually raise the bar, elevate digital IQ and be relentless in pursuit of sustainable business results.

Marketing and eCommerce is an area of passion and expertise, having led general management positions working with major global consumer goods companies like J&J, Colgate-Palmolive, P&G, Estee Lauder, PepsiCo and Reckitt Benckiser.

Specialties: P&L management and budget ownership, digital & eCommerce strategy, cross functional team leadership, agency partnership, global retailer expertise, white space opportunities, cross continental work experience

Passion areas: Champion for DE&I, Women in STEM & Digital, Start up mentor and advisor, Evangelist for digital commerce, Groom culture of 'learn it all' not 'know it all'