Unlocking Revenue Growth Through Smarter CPG Measurement
The goal was clear: expand our campaign outcomes measurement offering to cross-sell into the CPG category and boost product revenue.
The Challenge
The goal was clear: expand our campaign outcomes measurement offering to cross-sell into the CPG category and boost product revenue. To succeed, we needed to do more than extend an existing product — we had to earn trust. That meant securing a credible third-party purchase data partner, gaining buy-in from industry researchers on our methodology, and proving the product could influence real media decisions.
Our Approach
I led the full product development effort, coordinating across a range of expert teams to bring the vision to life.
First, I partnered with Marketing & Design to gather market intel and define must-have features. Then, I worked with Privacy & Legal to vet and onboard the right data provider — balancing scale, compliance, and quality. I collaborated closely with Engineering & Data Science to build out data pipelines, modeling, and methodologies.
With Customer Success & Analytics, I refined metrics and client reports tailored to CPG needs. I also gathered direct feedback from beta clients through Sales & Product, using their input to guide iterations. To ensure a strong rollout, I documented operational processes and trained Platform Ops. Finally, I developed the go-to-market messaging and built sales enablement materials to support market adoption.
The Impact
The product launched with dozens of CPG campaigns, generating millions in incremental contract value. Beyond the immediate revenue impact, the process became a blueprint for other vertical solutions like pharma. What started as a category-specific solution grew into a scalable model for product expansion.
The Work
Featured Expert
The Chameleon who led this engagement.
