Steven Michael Navas

Keurig Dr Pepper Inc. has named Drew Panayiotou as its new #CMO for U.S. refreshment beverages, overseeing a $9 billion portfolio, including brands like Dr. Pepper, Snapple Group. and Canada Dr. Drew brings deep expertise in #AI-driven marketing and #ecommerce from his time at Pfizer. His appointment underscores the growing need for enterprise-wide #data standards—ensuring consistency across brand taxonomies, proactively removing bad data, unlocking actionable insights and enabling seamless collaboration. These foundations empower marketers to deliver precise, #innovative campaigns that drive results. #datastandards #datagovernance #contentsupplychain #bigdata #CPG #digitalmarketing #Claravine

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Grocery chain Hy-Vee inks deal with Grocery TV to sell in-store ads through The Trade Desk (Adweek): By Kathryn Lundstrom. Advertisers can buy in-store inventory programmatically. The grocery chain has partnered with Grocery TV, an Austin, Texas-based company that has built out a network of digital screens across more than 5,000 retail stores across the U.S. The deal allows Hy-Vee to plug its in-store digital screens into that network. Advertisers will be […] #DOOH #digitalbillboards #digitalsignage

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Innovation plus fundamentals equals success. That’s one of the lessons brands can learn from Dunkin’s Hall of Fame-worthy OOH strategy.

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Double the impact. Exponential results. 🌱✨ With PBN Digital, your brand achieves results that go beyond the standard. Our strategies drive meaningful engagement, but the real power comes when Plant Based News amplifies your message. Imagine the impact of not just one, but two powerhouse brands working together to expand your reach and deepen your resonance. This is double the impact in action—our proven digital marketing, paired with the voice of Plant Based News, creates exponential growth. Ready to make waves that carry weight? Let’s talk about transforming your brand’s reach, together. Get in touch with us. https://lnkd.in/dam_AtBt

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Occasion based marketing for beverages is not a new phenominum. We just have to go back over the catalogue of historic Coca Cola ads to see how leveraging occasions has been used for decades to drive increased sales and margins for all members of the Coca Cola value chain.  “Refreshment on the Go”, “Stock Up for the holidays”, “makes food taste better”, “easy hospitality”, “Refreshing vacations” are just of few of Coca Cola’s occasion based propositions. It’s been the Coca Cola way for generations, and the basic principles from yesteryear, are still applied today. In fact, for the Coca Cola system, Occasions sit at the heart of their marketing DNA. They call it the OBPPC (Occasion, Brand, Pack, Price, Channel) process and it’s a critical element of their overall marketing. Coca Cola ensures that for each occasion, they clearly define the optimal brands to be sold, in the most appropriate packages, at the right prices, in the target channels to sell more products, at higher prices. They use occasions to pro-actively change the market dynamics in their favour by shifting the demand curve for beverages rather than simply moving along it to where the market takes them. DM me to learn more about how you can use Growth Scope to unlock your liquor market growth agenda by unlocking consumption occasions.

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Huge thanks to Kristine Kobe, VP of Marketing at Keurig Dr Pepper Inc., for sharing her leadership story with our team last week. The simple prompt of "Who/what people, places and experiences shaped you into the leader you are today?" reveals a lot of great takeaways, and I learn so much every time we do this. Here's my 6 favorite tips from Kristine: 🍻 Culture isn't free bagels and beer on Fridays. It's how you show up when a leader isn't in the room. Repetition is key. Be crystal clear about what you need. Be team first. Challenge your mindset and expect that of others. 🎨 Infuse creativity in a strategic way. "Creativity is more than just pictures or design. It's about how you problem solve. How you collaborate. Doesn't have to be dramatic or cost a lot of money. Think differently. Check out the Heinz fraud case study as a great example." 🔥 Do what gives you energy. If you aren't excited about your work or the people you're working with, you're probably in the wrong role. ❤️ Frame the what and the how. What you're trying to achieve is critical. But how you achieve it with others is equally important. Things happen because of people. Respect each other, and don't forget about the people behind the work. 🏃‍♀️ How you show up at work is influenced a lot by what's going on at home. Unplug, Take the PTO (really take it). Exercise. Connect deeply with friends and family. Take time for you. 📣 Advocate for yourself. If you want the bigger job, the different job or more money, make it a fact-based conversation and bring proof points. Don't just rely on the relationship itself; make it easier for them to say "yes." Got a good leadership story to share (or know someone with a great story) and want to be a guest speaker for us? Drop me a note or DM me!

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Brands are undergoing refreshes to ‘get consumers excited again’. According to Andrew K. Smith, managing partner of Savory Fund, such efforts can generate a 10% to 20% sales lift if they’re done right http://ow.ly/PIfO105QLk1

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As nonalcoholic beer gains momentum, Athletic Brewing is leading the charge with innovative marketing strategies! 🌟 Check out this article where CMO Andrew Katz explains how a new multimillion-dollar campaign is part of the brand’s efforts as the “big guys” enter the nonalcoholic beer category. https://ow.ly/3NoO50UBrTB #NonAlcoholicBeer #MarketingTrends #InsideAthleticBrewing #SoberCurious 🍻💪

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Today’s modern consumers – especially women – are more multifaceted than ever before. How can brands break through? According to Cristina Wells, SVP Marketing, Subway, it's about delivering content and engaging guests in a much more meaningful way. "Consumer needs must be at the center of everything we do." For more insights check out the full webinar, Women Leaders Redefining Restaurant Marketing: https://okt.to/htPMeG #restaurantmarketing #subway #womeninleadership

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For the first time in three years, CPG sales volumes have grown, noted Sally Lyons Wyatt, global EVP & chief advisor of consumer goods and foodservice insights at Circana. This is big news for the food and beverage industry because it indicates growth irrespective of inflation, the historical growth driver of retail gains. On the foodservice side, however, traffic fell by 1.6% during Q3 – although welcome news for retail, which battles the channel for food dollars, it’s a signal of an overall trend of consumers shifting there out-of-home spend to in-home as the industry embarks on the new year. #groceryindustry Sally Lyons Wyatt George Alexander Hajjar Mike KostyoCircana

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Beverage alcohol consumption has undergone significant changes in recent years, influenced heavily by the pandemic and evolving preferences of younger consumers aged 21 and older. I joined Joan Holleran Driggs for an episode of Circana’s Growth Insights podcast to explore these shifts and offer insights into what we can expect for 2024 and beyond. Here are the key takeaways: 🍺 Traditionally, adults aged 21+ started with beer or wine. Now, many young adults are beginning with ready-to-drink (RTD) beverages, particularly spirits-based options. 📉 Despite a plethora of choices, overall beverage alcohol consumption is softening across generations. However, premium beverages are still experiencing growth. 🥤 The appeal of RTD beverage alcohol among younger consumers is largely due to innovative packaging, including on-the-go options like ball form, slim cans, and aseptic packaging. 🥃 Whiskey, tequila, spirits-based RTDs, and imported beer from Mexico continue to drive the beverage alcohol market. Listen to the full episode here: https://lnkd.in/gqRdf9Xd #Circana #BeverageAlcohol #RTD #GenerationalTrends #PremiumBeverages #CircanaGrowthInsights

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One of the most rewarding aspects of my role is the freedom to build a team that approaches retail media from the brand's perspective. Too often, agency partners become overly focused on advertising and overlook the complete solution. I encourage everyone to tune into this session where John will share our commitment to achieving better outcomes at the point of sale. What do you look for in a end-to-end retail media solution?

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For BEVAL success, defending market share in big-box stores is critical, but don’t forget the vast potential in the billions spent across independently owned C-stores, bodegas, grocery stores, and liquor stores. Brands that use NRS's first-party scan data for their BEVAL media campaigns consistently outperform other channels and gain additional share by tapping into the independent market, which was once out of reach. We have the data, media, and case studies to back you up. Ready to raise the bar?

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The 3 most important ingredients to a successful campaign: 1️⃣ A problem. 2️⃣ An insight. 3️⃣ An idea. Here's why I think our team has cooked up something special! ⚡️ Our Problem → In a highly competitive #QSR environment, operators need to drive *NEW* traffic. But how and with who? Our Insight → The US is home to nearly 70MM Gen Zs, who hold ~$450B of disposable income, a lack of brand loyalty, a love for food experiences, a dependency on social media, and a growing trust in influencers – with more than half saying they have bought something based on an influencer’s recommendation. Our Idea → Instead of using influencers to recommend new products or restaurants, why not partner with them much earlier in the process to tap their highly engaged Gen Z audiences for unfiltered access into their flavor wants + needs, and then work with them directly to bring it all to menus - FAST. Flavor development at the speed of social... This is the NEXT Flavor Network 🟧

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Are you we now toasting with energy drinks? When it comes to recent energy drink category success, it may make sense to! The energy drink category has experienced a 9.5% lift in sales over the past year, equating to nearly $21.9B in revenue. This success is due to energy drink companies listening to their consumers and innovating accordingly. The energy drink category is looking to do more than just be a preference but a lifestyle choice for consumers. To do this, energy drinks are touting functionality and health benefits, as well as leaning on natural sweeteners to make sugar-free options more appealing and trustworthy. The category is also working to appeal to Gen Z by providing more options than ever before and ways to customize their drinks. However, energy drink brands are also keeping close tabs on the economic environment and the likelihood of consumers reducing energy drink spend in the face of deteriorating discretionary income. Therefore, it is critical for these brands to maintain their focus on meeting consumer needs, monitoring trends, and innovating accordingly to continue positive sales growth regardless of how the economic trajectory continues to play out. What are your thoughts on the recent success of this category? #mrx #cpg #foodandbeverage #innovation #energydrinks https://lnkd.in/eUx7zKaB

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Historically, there’s been an overlap between the purchasing of beer, wine, and spirits – and RTDs are amplifying this trend. Consumers are experimenting with new offerings in line with flavor forward palates, the craving for convenience, the need for functionality, and the desire to experiment. As a result, RTD products are reshaping current categories and creating an entirely new one on its own. #alcohol #beverage #fmcg #cpg #manufacturing #retail #rtd #consumerbehavious #markettrends

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“We created this study for produce marketers and all food marketers to better understand how today’s curiosities will influence tomorrow’s trends,” said Cristie Mather, vice president, food for Curious Plot. “While it’s clear that simplicity and affordability are ruling the day, it does not take away from the fact that early adopters’ curiosity for fruits and vegetables, global flavors and functional ingredients remains strong.” 💡 Don't forget to download the 2024 Consumer Curiosity Report: https://bit.ly/4csBBfy #foodtrends #consumerresearch #foodmarketing #producemarketing #produce #fruitsandveggies

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Exciting to witness Krispy Kreme's uptick in social engagement and foot traffic from their recent partnership with PrettyLittleThing. However, noticing a sales gap in grocery locations highlights a key lesson: ensuring partnership alignment across all channels is essential for success. Broader distribution requires tailored strategies.

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