The New CMO Playbook: Building the Modern Growth Engine (Ajay Salpekar, GM, Beauty, Food & Beverage, TikTok; Melissa Burdick, President & Co-Founder, Pacvue; Don Brett, Host, The CPG View)

You've said a shopping journey that used to take 19 days can now take just 19 seconds. What's driving that shift, and how are the best brands leveraging TikTok to launch products, drive discovery, and accelerate sales?You have a unique vantage point across Beauty and Food & Beverage. What separates brands that are truly winning on TikTok from those still trying to figure it out? Which brands are doing it particularly well, and why?Brand safety remains a top concern for larger brands. What do you think brands misunderstand about brand safety on TikTok, and how are leading brands managing it without becoming so cautious that they miss out on culture and opportunity?How are the best brands thinking about ROI on TikTok, and what are they measuring beyond in-app conversions to understand the broader impact on their business?How are leading brands approaching the creator ecosystem? How do they identify and select the right creators, and what technologies or tools are helping them make smarter decisions?