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Cutting Through the Clutter in Modern CPG – with Tina Mehta (Chloe's, Chobani, Mars)
Manage episode 480984802 series 3510739
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Dave sits down with Tina Mehta, former CMO at Chloe’s, to explore what it really takes to grow a challenger brand in today’s CPG landscape. With a background that also spans powerhouse companies like Mars Chocolate and Chobani, Tina brings deep experience across brand management, shopper marketing, and e-commerce.
She shares how her team at Chloe’s redefined frozen treats, how to stretch every marketing dollar, and why creativity, cross-functional collaboration, and retail partnerships are key to driving results. Plus, Tina talks AI, brand authenticity, and what it means to move fast in a modern marketing environment.
Key Takeaways & Episode Highlights
- Career evolution from Mars to Chobani to Chloe’s – Tina walks through her path from global brands to challenger brand leadership, and how each stop shaped her approach to building high-impact marketing teams.
- Lessons from big-brand e-commerce – At Chobani, Tina helped reposition Instacart as a strategic priority, turning it into a top 10 channel and proving the power of data-driven retail media.
- How challenger brands stretch budgets – Tina shares the high-ROI tactics that work for mid-size brands, including tightly focused shopper marketing, retail media partnerships, and creative cost-sharing strategies.
- The role of AI in modern marketing – From ChatGPT to image generation, Tina discusses where AI can unlock speed and efficiency—and where human creativity is still essential for authentic brand storytelling.
- Building brands through unexpected partnerships – A standout co-branded campaign with Mixto and Instacart shows how creativity, timing, and collaboration can deliver outsize results.
Connect with Tina: https://www.linkedin.com/in/tinabmehta/
Get the It’sRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/
Take It’sRapid’s Creative Workflow Automation with AI survey: https://www.proprofs.com/survey/t/?title=ffgvd
Email us at [email protected] with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutions
Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com
Producer: Jake Musiker
73 episodes
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