In Episode 21, James and Sean "Keep it Reel" with David VanHimbergen, CEO of Reel Paper, covering topics such as:

-Transitioning from CPG behemoth Procter & Gamble to leading a challenger brand in the consumer goods space

-The innovation process within leading brands Crest and Tide

-Navigating retailer expansion, including selection, to # of stores, geos, products, and shelf placement and presence

-Differences in consumer purchasing behavior between DTC and brick-and-mortar

-Bucking the trend of sustainable brands, winning on product performance and pricing

-Moving a category from commodity to care

This episode is a treasure trove for brands competing in the sustainable space and for listeners considering a career leap out of big CPG.

In Episode 20, James and Sean unpack the world of supplements with Nik Hall, Founder & CEO of Vita Five & REViVE Marketing Partners, covering:
-Which supplements are here to stay and what's cyclical
-Product category selection and outflanking big incumbents
-Appealing to the 5 senses of prospective consumers
-The economics of customer acquisition on Amazon
-How to navigate (and survive) the process of being acquired
Having been both brand and agency side, Nik brings a POV you won't want to miss.

In Episode 19, James and Sean dive in with Maggie Malek, CEO of Cripsin, the OG Full Service Media & Creative Digital Marketing Agency behind THE Burger King, introducing Mini Cooper to the U.S., and the group that took on Big Tobacco. We dive into: -her career spanning the military, journalism, tech startups, to rising to the top of an agency -adopting an intrapreneurial mindset to rise through the ranks -navigating M&A and how to lead your team and clients -how emerging brands should approach selecting an agency -retail media being the next frontier of growth for brands Maggie's energy is magnetic and her story of rising through the ranks to one of the most storied agencies is inspiring.

In Episode 18, James and Sean sit down with Matt Mullenax, Co-Founder & CEO of Huron, a fast-growing men’s care brand offering products with high-quality ingredients and captivating scents.

We cover:
-Matt’s career path, from investment banking to Bonobos, and how his journey led him to launch Huron

-The challenges of launching a DTC (direct-to-consumer) men’s personal care brand

-The importance of customer-first thinking and how Huron emphasizes consumer feedback in product development

-The impact of scent on the men’s care market and why it’s a key differentiator for Huron

-Navigating the world of fundraising, including the value of having investors with domain expertise

-Key lessons Matt learned along the way, from formulating products to scaling a brand across multiple channels like Amazon and DTC

Matt’s passion for his brand and deep understanding of the men’s personal care space shine through in this insightful conversation.

In Episode 17, James and Sean talk shop with Brooks Powell, Founder & CEO of the #1 alcohol-related health & wellness product, Cheers. We cover: -Launching health & wellness products that are early in their clinical evidence life cycle -The science behind the product, why it works, and what the average alcohol consumer gets wrong biologically -The value of building "in the open" and how a founder-led content marketing strategy can unlock retail distribution -Chronicling his experience from Shark Tank from application to vetting to pitching before the Sharks and how it created a sales surge -The power of manifesting your goals and building a company culture around that Brooks packs a punch with his genuine disposition and deep knowledge of his brand and the science behind it.

In Episode 16, James and Sean flip the script and James interviews Sean about founding the Zevo brand and his time in the P&G Ventures studio. Sean is the co-founder and President of Cincy Brands (a CPG operating company), Co-host of BrandBusters, and Co-Founder of the Zevo Brand. Sean spent a decade at Procter & Gamble in Brand Management - leading brands like Iams pet food and Old Spice deodorant. He was the former CMO of Amify (sold to Cart.com). Sean has worked as an executive for private equity and venture capital-backed CPG and eCommerce businesses. In this episode, we discuss: 1. The leap from leading established brands like Old Spice at Procter & Gamble to founding the Zevo brand within P&G Ventures. 2. How Sean identified the insect control category as ripe for disruption and the challenges of launching a brand within a large, risk-averse corporation. 3. The importance of consumer education and feedback, and how early product hurdles were overcome to build a successful brand. 4. Zevo’s strategic retail launch, starting with an exclusive partnership with Home Depot, and expanding to Target and Walmart by aligning distribution with brand awareness. 5. Key lessons on the entrepreneurial mindset needed to succeed in a big company, the value of mentorship, and staying curious in the face of challenges. Sean shares invaluable insights on navigating corporate innovation, offering practical advice for anyone looking to launch a new brand, especially within a large organization.

In Episode 15, James and Sean dive deep with Dr. Steven Goudy, the founder of the innovative babycare brand, Dr. Noze Best, and Director of Pediatric Otolaryngology (ENT) and Vice Chairman of Research of Otolaryngology at Emory University School of Medicine. We discuss: -The journey from being a world-renowned pediatric otolaryngologist (ENT) to founding a CPG brand centered on improving upper respiratory health in children. -How personal experiences with his own children and patients sparked the key insight to create a hospital-grade nasal suction device. -The importance of listening to repeated consumer needs and transforming those insights into actionable product solutions. -The challenges and learning curve of entering the ecommerce space without a traditional business background. -How he built a board of advisers and hired an external CEO to make the company successful. -Leveraging TikTok and other social platforms for educational content, building brand authenticity, and engaging with parents. -The critical role of mentorship, the psychological resilience needed in entrepreneurship, and the value of systems like the Entrepreneurial Operating System (EOS). -The unique difficulties in fundraising for a child-focused CPG brand and the importance of finding the right investors aligned with your mission. -How Dr. Noze Best is expanding beyond online sales into brick-and-mortar distribution while maintaining its commitment to content and education-first marketing. Dr. Goudy shares invaluable insights on balancing a demanding medical career with entrepreneurship, offering practical advice for anyone looking to start a brand, especially in the challenging CPG sector.

In Episode 14, James and Sean talk shop with Cody Griffin, Head of Marketing at the emerging supplements brand, First Day, former VP of Marketing at Dr. Squatch, and Management Consultant at Bain.
We discuss:
-How management consulting is comparable to a residency in running a business and the most successful DTC and startups have smart people AND a bias for action
-Understanding why you were hired (and trusting that) while demonstrating the skills you have that they don't know about
-Being ruthless about your brand's growth levers, especially first purchase AOV, to improve first purchase payback along with repeat purchase rate, especially one to two, to preserve unit economics
-Cutting through the noise by remaining true to your brand voice and with mediums like direct mail with consideration to key trigger points
-How First Day starts with educating consumers first and is solving the rising issue of Hidden Hunger
-Brands that Cody is bullish about (shout out to Neuro Gum and Nguyen Coffee)
-Misogi and the importance of committing to one challenge/year where your likelihood to fail is 50% or more
Cody is well-versed in knowledge and provides actionable insights whether you're a mature 9-10-figure brand or emerging and on the cusp of crossing 7 figures.