Retail Media Deep Dive Series: Paulo Cesar Bacarin Filho, from Tom’s of Maine - Episode 265
INTERVIEW WITH PAULO CESAR BACARIN FILHO
DESCRIPTION
In today's podcast, Kiri speaks with Paulo Cesar Bacarin Filho, eCommerce team leader at the personal care brand Tom’s of Maine, for our “Retail Media Deep Dive” series.
Tom’s of Maine is part of the Colgate-Palmolive enterprise and has a strong purpose of working to make positive change by doing good. Some key initiatives behind it are 10% of profit donation to charitable organizations & a stewardship model to create natural, safe, and effective products.
Make sure you tune in to find out more!
Paulo has 14 years of experience in the CPG space, working across many different channels, functions and geographies. He has spent the past 4 working closely with Amazon, from setting from setting up the partnership with Amazon Brazil, to driving performance across the multiple levers of their ecosystem
“In essence I think Tom’s and the whole Colgate US enterprise has done an excellent job by getting the best tools, frameworks and MOST importantly PEOPLE to have these groups working efficiently towards the same priorities & goals.”
KEY TAKEAWAYS
In this interview, Kiri and Paulo discuss:
What is one thing that Tom’s of Maine has done well with retail media networks (RMNs)? Paulo believes that “Assembling the right structure, with the right people and good company culture.”
How brands should think about org structure/incentives around RMNs. Paulo believes that KPI ownership can help drive action, break down silos and generate impact Vs a narrow focus only on roles & responsibilities.
Paulo has changed his mind about RMNs being primarily an additional revenue stream for retailers to it being an important tool to activate business priorities and help achieve company goals
Bobsled’s “In it to win it” research added a lot of color to the notion that bigger budgets won’t necessarily drive better performance. It's more important to be strategic with your campaign set up and execution will lead to optimum spending.
What are the metrics that Paulo tracks: top level is Consumption. The second level is to drill down into the 3 KPIs that make up consumption: Glance Views (traffic), ASP, and Conversion Rate. The third level is some of the primary triggers of each of these 3. Linked to the advertising space, which includes SOV, Ad Clicks, and Ad Sales.
MENTIONED IN THIS EPISODE
Connect with Kiri Masters
Learn more about Bobsled Marketing, an Acadia Company
Connect with Paulo Cesar Bacarin Filho
Learn more about Tom’s of Maine
