Connecting Media to More CPG Sales
How I helped Coca-Cola and leading CPG brands drive better media outcomes and built a platform to close the loop between retail sales and marketing strategy.
Across both agency and startup roles, I’ve worked at the intersection of media, data, and retail — helping some of the world’s most iconic brands connect what they say in the market to what actually sells on the shelf.
The Challenge
CPG brands have always struggled with two things:
Measuring how media drives sales, and
Controlling media quality across fragmented channels
When I joined Universal McCann (IPG) to lead digital and performance marketing for Coca-Cola, our goal was to shift the brand from high-reach legacy buying into a more measurable, audience-first model — without sacrificing brand integrity or scale.
At the same time, we needed to solve for something more urgent: media waste and fraud.
The Work: Coca-Cola & Agency Transformation
As VP, I led the performance and programmatic media strategy across 20+ Coca-Cola brands, managing over $60M in annual spend.
My team:
Built the agency’s first client specific performance marketing buying unit
Developed custom audience and segmentation frameworks to reach real buyers
Pioneered brand safety initiatives that reduced fraud by 75%, saving Coca-Cola over $5M in wasted spend
Scaled those frameworks across the agency — eventually adopted by Johnson & Johnson, CVS, and Hulu, delivering millions more in savings agency-wide
These changes didn’t just improve performance — they helped brands own their digital media quality and spend smarter.
The Next Chapter: Building Evidnt
After years of leading brand-side activation, I co-founded Evidnt to solve what remained broken: connecting retail sales data directly to media decisioning.
At Evidnt, I built a retail intelligence platform adopted by 28,000+ U.S. stores, helping CPGs:
Tie media activity to real-time sales performance
Understand what categories, SKUs, and regions were truly driving lift
Activate smarter media via direct integrations with The Trade Desk, Meta, and Google
Power media planning and performance for both Fortune 500 and challenger brands
What started as a technical challenge — normalizing product and store data — became a strategic unlock for retail media, CPG strategy, and sales optimization.
The Impact
$5M+ in fraud savings for Coca-Cola through media quality improvements
Millions more in value delivered through scaled brand safety across IPG
Double-digit sales lift powered by Evidnt’s retail + media integrations
Created a measurable, scalable path for CPG brands to connect shelf and screen
Why It Matters
In today’s media landscape, retail data is the real advantage — but only if it’s usable, timely, and connected to media execution.
I’ve spent my career making that connection real — from agency floor to startups. If you’re building for a modern CPG strategy, this is the kind of foundation that holds up.
