Connecting CMO Strategy to E-Commerce & Retail Media Execution

In today’s complex marketing landscape, CPG organizations face a significant opportunity: unifying top-down brand strategy with bottom-up retail-media execution. Join Bradley Keefer (Keen) and George Musi (NEON) and Jacqueline Barba, Digital Editor at Path to Purchase Institute as they reveal how their partnership solves these challenges. This session will provide actionable insights to help CPG brands align top-down strategy with execution, optimize omnichannel investments and prepare for critical conversations with retail partners.

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Driving Incrementality as Job #1

Marketing investments must drive measurable growth—not simply generate activity. For every investment in trade promotions, brand awareness, or retail media, the central question remains: What incremental revenue and profit are being generated? By aligning top-of-funnel brand marketing with bottom-of-funnel retail execution, CPG organizations can optimize their investments rather than managing them in disconnected silos. 

Closing the Gap Between Strategy and Execution

The complementary capabilities of Keen and NEON enable CPG organizations to bridge the gap between high-level planning and tactical execution:

  • Keen: Forecasts and optimizes marketing investments across channels, ensuring every dollar drives both short-term and long-term financial goals.
  • NEON: Delivers granular insights at the retailer level, analyzing campaign performance down to the keyword and ad level across Amazon, Walmart, and Kroger.

“If you make a change in Amazon, how does that affect Walmart? If you make a change in Walmart, how does that affect Amazon? That bilateral halo effect is a massive pain point for all marketers.”

George Musi, Chief Business Officer, Night Market

The Keen + NEON Solution

  • Unified P&L: Every marketing dollar—across media, trade, and shopper marketing—can be evaluated against total revenue, including cross-channel effects.
  • Strategic Optimization: Keen’s forecasting combined with NEON’s retail insights enable data-driven adjustments in dynamic markets.
  • Enhanced Collaboration: Media, trade, and finance teams operate from a shared dataset and strategic framework.
  • Balanced Growth: Organizations can validate brand-building investments through clear, data-backed profitability metrics.

“All marketers, CFOs, and CCOs are sitting around the same table in service of the same brand. A unified data platform means you can push back appropriately on retailer demands, validate brand-building investments, and still deliver on the P&L.”

Bradley Keefer, Chief Revenue Officer, Keen

Moving the industry forward

For organizations ready to address omni-channel complexity, the opportunity to implement a unified approach awaits. Discover how Keen and NEON can help connect brand-building to retail execution and drive sustained profitable growth. Get a demo today!