Georgia-Pacific’s Laura Knebusch on Connecting Brand, Retail, and Consumer Experience
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Georgia-Pacific’s Laura Knebusch on Connecting Brand, Retail, and Consumer Experience
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About this listen
In this episode of BRAVE COMMERCE, Laura Knebusch, SVP of CPG Marketing and Consumer Experience at Georgia-Pacific, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss how she’s evolving the role of marketing inside a legacy CPG organization.
Laura shares how her team has shifted from traditional brand marketing to a full-funnel strategy that integrates national media, retail media, and shopper marketing. She talks about the benefits of housing retail media within marketing, the power of consistent measurement through in-house MMM, and the importance of building modern marketing talent with agility, curiosity, and resourcefulness.
Key Takeaways
- Marketing must do more than storytelling – it must deliver consistent experiences across every consumer touchpoint
- Retail media belongs within marketing when collaboration and shared metrics guide investment decisions
- Measurement and MarTech only work when paired with strong change management and hands-on training across the organization
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