# #199 - How to Drive Velocity with Marketing with Janice Greenwald

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-06-03
- Length: 59m
- Episode: 157
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-06-03-199-how-to-drive-velocity-with-marketing-with-janice-greenwald
- Listen: https://share.transistor.fm/s/824ed4a4

## Summary

Janice Greenwald, a marketing consultant with experience at Unilever and Sabra, outlines her 'Cs and Ps' framework for driving CPG velocity, emphasizing that fundamentals like product, pricing, and packaging must precede promotional tactics. She discusses the critical role of packaging in communicating value, citing a case where a brand’s beautiful but unclear design hindered sales until it was revised. Greenwald advises early-stage brands to prioritize high-ROI bottom-of-funnel tactics like retail media, demos, and digital coupons over expensive awareness campaigns until distribution is sufficient.

## Outline

1. Introduction and the Cs and Ps Framework
2. Diagnosing Brand Fundamentals and Value Proposition
3. Packaging Strategy and Choosing Design Partners
4. High-ROI Tactics: Retail Media and Demos
5. Digital Coupons, Rebates, and Consumer Value
6. Awareness, Social Media, and Hiring Strategy

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)

## Most relevant to

early-stage companies

## Mentioned

- Unilever (company)
- Sabra (company)
- Instacart (company)
- Whole Foods Market (company)
- Criteo (company)
- Inmar (company)
- Grassroots Marketing (company)
- Magic Spoon (company)
- Midday Squares (company)
- June Shine (company)
- Olipop (company)
- Poppy (company)
- Graza (company)
- Method (company)
- La Colombe (company)
- Target (company)
- Albertsons (company)
- Sprouts (company)
- Publix (company)
- Aisle (company)

## Related episodes from other shows

- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [086: Marketing Fundamentals for Consumer Product Startups](https://hardwarepodcasts.com/podcast/product-startup/2021-07-28-086-marketing-fundamentals-for-consumer-product-startups) (Product Startup)
- [Advice Line with Christina Tosi of Milk Bar](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar) (How I Built This)
- [60 - THE Project ExecutionHer, Megan Young Gamble](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-05-18-60-the-project-executionher-megan-young-gamble) (People of Packaging)
- [Advice Line: What’s Your Value?](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-19-advice-line-whats-your-value) (How I Built This)

## Citing this page

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