From Insights to the Shelf: Building the Next Generation of CPG Brands (Andrew Thomas, Senior Vice President of Marketing at Archer Meat Snacks)

You’ve led marketing efforts across startups and large CPGs before taking the helm at Archer. What have been some of the most defining moments in your journey that shaped how you lead and build brands today?

Archer is carving out a space as a “better-for-you” meat snack brand in a competitive category. How do you balance staying true to your brand’s roots while continuously innovating to attract new consumers?

You’ve emphasized the importance of analytics and understanding consumer behavior. Can you share how data has informed a major decision or campaign that helped move the brand forward?

You describe your marketing approach as a “hub of the wheel.” How do you foster cross-functional collaboration and keep teams aligned around a shared vision for growth?

The better-for-you snacking space is evolving fast. What are you most excited about for the future of Archer and what emerging trends do you think will