The CPGGUYS are joined in this episode by Luke Kigel - VP of digital marketing & consumer experiences at Kimberly-Clark. Connect with Luke Kigel on Linkedin : https://www.linkedin.com/in/lukekigel/Connect with Kimberly-Clark on Linkedin : https://www.linkedin.com/company/kimberly-clark/Connect with Kimberly-Clark online : https://www.kimberly-clark.com/en-usThis discussion is all about modern marketing and catering to today's digitally influenced consumer and what skillsets are required to make today's brands elite.Here's what we asked Luke :1. Your career passes through elite brands like J&J, mediacom, Universal Mcann, OMD, Walgreens including retail media leadership. Take us through the years to KCC and what advice do you have for someone wanting to follow in your steps?2. How have your past experiences at agencies, especially UM, shaped your plans for this role? 3. How does Kimberly-Clark approach full funnel marketing? Which one wins - upper or lower funnel? What does a full funnel marketing campaign look like?4. How do you advocate for the perfect campaign at KCC - what constitutes a great campaign?5. How do you help measure media success? What kind of metrics do you use and advocate for in your MMM?6. Retail media - the crazy world that’s shaped over the last 4 years. You even have experience running an RMN in your previous role - what is going on?7. How do you partner with brands on innovation? What is your innovation philosophy and how do you partner with retail to activate?8. The last question is called fast forward - what’s the next evolution of the consumer and the shopper journey? What are you planning for?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRetailWit Website: http://retailwit.comRhea Raj’s Website: http://rhearaj.comLara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=enKavita's podcast: Spotify   AppleDISCLAIMER: 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.