The CPG Guys are joined in this episode by Kim Lefko, Chief Marketing Officer and Molly Hjelm, Corportae Vice President of Retail Media at Ace Hardware, a co-operative of 5,300+ hardware stores.This episode was recorded at Wrigley Field, home of the Chicago Cubs, during Ace Hardware’s RedVest Media 2027 Upfront.Follow Kim Lefko on linkedIn at: <a href='https://www.linkedin.com/in/kimlefko/'>https://www.linkedin.com/in/kimlefko/</a>Follow Molly Hjlem on LinkedIn at: <a href='https://www.linkedin.com/in/mollyhjelm/'>https://www.linkedin.com/in/mollyhjelm/</a>Follow RedVest media on LinkedIn at: <a href='https://www.linkedin.com/company/redvest-media/'>https://www.linkedin.com/company/redvest-media/</a>Follow RedVest Media online at: <a href='https://www.redvestmedia.com/'>https://www.redvestmedia.com/</a>Kim & Molly answer these questions:<ol><li>We are recording at Wrigley Field following RedVest Media’s inaugural Upfront. What does this moment represent for Ace and for the brands that grow with you? </li><li>We talked to you a year ago around this time, as you were preparing to launch RedVest Media. Why did it feel important to host this event? What were you looking to accomplish? </li><li>You built a career on the brand side prior to Ace, and you've been at Ace for nearly a decade now. What has stood out to you in this first year? Did anything surprise you about how the organization and vendor community responded?</li><li>To the extent that an event like today is designed to celebrate partnerships, news and progress, We'd love to know: How do you separate a meaningful opportunity from retail media noise?</li><li>Okay now let's get down to it and talk about today's announcements!</li><li>RedVest already had a full funnel portfolio and now you've announced a broad set of new capabilities this morning. Give us the lay of the land on what you announced. </li><li>Put yourself in the shoes of the audience: everyone here will need to go back and share back these updates with their organization. If you were a CMO at a vendor, which of these announcements will resonate most? </li><li>Let's start with measurement. Molly you are passionate about measurement and have data as an undercurrent in your career. How are vendors and merchants responding to performance so far and what will these enhancements do for the dialogue?  </li><li>As the person responsible for how customers perceive and engage with the Ace brands; What differentiates the Ace customer from other customers? </li><li>Give us your perspective on purchase based audiences. Why an audience library now and how does that differ from the way you've targeted to date? </li><li>Tell us a little about why these felt important to launch to your vendors in Y1</li><li>What is the role of social within the context of Ace's marketing strategy? </li><li>Talk about the value of DoorDash to Ace</li><li>Talk about what you've announced and why it matters </li></ol>If we are back at Wrigley Field one year from now, what would make each of you most proud?CPG Guys Website: <a href='http://cpgguys.com/'>http://CPGguys.com</a> FMCG Guys Website: <a href='http://fmcgguys.com/'>http://FMCGguys.com</a> SheCOMMERCE Website: <a href='https://shecommercepodcast.com/'>https://shecommercepodcast.com/</a> Rhea Raj’s Website: <a href='http://rhearaj.com/'>http://rhearaj.com</a> Lara Raj in Katseye: <a href='https://www.katseye.world/'>https://www.katseye.world/</a> DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.&nbsp;

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Ace Hardware's Kim Lefko & Molly Hjelm - RedVest Media 2027 Upfront

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