Bulletproof Your CPG Brand

Daniel Lohman
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Most CPG brands rely on trade marketing data to guide their decisions. But data only tells you one thing: 👉 what happened It doesn't tell you: 👉 why it happened And that's why so many brands struggle with: • inconsistent growth
 • wasted trade spend 
• poor retail execution
 • missed opportunities Because they're missing the most important piece: 👉 the shopper Hosted by Daniel Lohman, Bulletproof Your CPG Brand helps entrepreneurial and scaling CPG brands: • understand what's actually driving results
 • uncover hidden growth opportunities
 • improve trade marketing ROI
 • align strategy with real shopper behavior
 • compete against larger, better-funded brands This podcast combines: 👉 trade marketing strategy
 👉 category management expertise
 👉 real-world execution frameworks So you can: 👉 stop guessing
 👉 make smarter decisions
 👉 and build a brand retailers want to grow 👉 Because when you understand why results are happening… You can finally control what happens next.

  1. Why Community Is the Shortcut to CPG Growth With Kristine Carey, Naturally Colorado

    2 DAYS AGO

    Why Community Is the Shortcut to CPG Growth With Kristine Carey, Naturally Colorado

    313. Building a CPG brand can feel isolating. You're making decisions alone, solving problems from scratch, and trying to figure out retail, marketing, and operations without a roadmap. That's expensive—and it slows your growth. In this episode, I sit down with Kristine Carey, Executive Director of Naturally Colorado, to break down why community is one of the most overlooked competitive advantages in CPG. You'll learn how the right network helps you avoid costly mistakes, accelerate learning, access mentors, and build relationships that open doors to retailers, investors, and strategic partners. We also unpack how Naturally Colorado evolved, how the pitch competition prepares brands for real-world selling, and why collaboration—not isolation—is how successful brands are built. You don't need to figure this out alone. Get connected, get involved, and start learning from people who've already done it. Visit NaturallyColorado.org and download your free guide at RetailSolved.com to take the next step.

    29 min
  2. Your Margins Are Unpredictable - You're Optimizing Trade Wrong

    3 DAYS AGO

    Your Margins Are Unpredictable - You're Optimizing Trade Wrong

    312. You've invested in better dashboards, better reporting, and better trade marketing software. You're tracking everything—promotions, lift, ROI, deductions—and yet your margins still feel unpredictable and your growth still feels inconsistent. If that sounds familiar, here's the truth: what you think is giving you control is actually holding you back. In this episode, I break down why trade marketing software isn't the problem—but it's not the solution either. Most tools show you what happened, but they can't tell you why it happened or how to win next time. That blind spot keeps brands stuck optimizing performance instead of building strategy. You'll learn how to shift from reporting to real strategy by understanding shopper behavior, category dynamics, and competitive context—so your trade marketing actually compounds. Download the Free Trade Marketing Essentials Guide at RetailSolved.com and register for the live working session to learn how to turn your data into a true competitive advantage. Get it at https://retailsolved.com/session312 00:35 But here's the uncomfortable truth: 00:50 THE STORY — When "Better Data" Didn't Fix the Problem 01:39 INSIGHT — Trade Marketing Is Not a Reporting System 02:17 Most brands are optimizing their business in isolation 02:40 THE REAL PROBLEM — Data Without Context Creates False Confidence 03:19 #1 Internal Data vs External Reality 03:48 #2 You Can't See Your Competitive Position 04:18 #3 Volume Is Not the Same as Incrementally 05:07 #4 Brand Growth vs Category Growth 05:52 #5 Software Can't Build Strategy 06:16 #6 Category Growth vs. Brand Growth 06:47 REFRAME — You're Using the Right Tool for the Wrong Job 07:16 THE BETTER WAY — Start With the Shopper 08:39 RECAP — The Truth Most Brands Miss

    10 min
  3. The Trade Marketing Reality Check Every Brand Needs

    1 APR

    The Trade Marketing Reality Check Every Brand Needs

    311. Trade marketing feels like a tax for most CPG brands. You spend money, run promotions, follow retailer plans—and still watch your margins shrink, cash flow tighten, and growth stay unpredictable. The problem isn't trade marketing. It's that you were never taught the system. In this episode, I break down how trade marketing actually works—and why 70%+ of trade spend is wasted. You'll learn why promotions should drive behavior change (not just volume), how to distinguish incremental sales from subsidized sales, why retailers want better promotions—not more of them—and how execution determines success at shelf. Trade marketing is not a cost. It's your most powerful growth lever—when used correctly. Download the free Trade Management Essentials Guide and learn how to turn trade spend into a predictable, scalable growth engine that protects margin, improves ROI, and extends your runway. Download the free guide: Trade Management Essentials To Grow And Scale Your Brand Retailsolved.com/guide15 Download show notes at RetailSolved.com/session311 00:04 Why Trade Marketing Feels Like a Tax 01:15 When It Finally Clicked 02:18 Trade marketing is about behavior change 03:34 WHY THIS MATTERS — The $ Hidden in Plain Sight 03:29 #1 Trade Marketing Fails Without a System 04:24 #2 Most Promotions Don't Drive Growth (They Subsidize It) 05:24 #3 Retailers Don't Want More Promotions (They Want Better Ones) 06:38 #4 Execution Is Where Everything Breaks 07:31 #5 Trade Spend Becomes Dangerous Without Discipline 08:27 What Actually Works 08:59 The Real Opportunity

    11 min
  4. Why Most CPG Advice Fails (And What Works)

    24 MAR

    Why Most CPG Advice Fails (And What Works)

    310. You're doing everything "right"—promotions, social media, brokers, distribution—and still not growing. Your cash flow feels tight. Your strategy feels reactive. And your product is at risk of being discontinued. The problem isn't you. It's the advice. Most CPG advice fails because it's incomplete. It focuses on tactics instead of systems and ignores how retail actually works. In this episode, I break down why brands struggle—and how merchandising, execution, and alignment silently determine success at shelf. You'll learn why velocity without profitability destroys your runway, why retailers buy confidence—not products—and how poor execution (not demand) causes most brands to fail. Most importantly, you'll see how to connect pricing, promotion, merchandising, and messaging into one system that actually works. Download the free Merchandising Checklist at RetailSolved.com/session310 and start building the system that drives consistent sales, stronger retail relationships, and sustainable growth. Get the show notes: https://retailsolved.com/session310 Download Merchandising Checklist To Grow Sales And Shopper Loyalty: https://RetailSolved.com/guide5 00:58 Shoppers couldn't find the product 01:43 Your merchandising is the first impression  - Make it a good one 01:51 How merchandising—silently destroys brands 02:02 When "Good Advice" Almost Cost Everything 03:35 WHY THIS MATTERS — Advice vs. System 04:13 STRATEGY #1: CHASING TACTICS INSTEAD OF BUILDING A SYSTEM 05:09 STRATEGY #2: CONFUSING VELOCITY WITH VALUE 06:12 STRATEGY #3: TREATING RETAIL LIKE A TRANSACTION 07:03 STRATEGY #4: IGNORING EXECUTION (WHERE EVERYTHING BREAKS) 08:20 STRATEGY #5: BUILDING A BRAND WITHOUT ALIGNMENT 09:05 RECAP — WHY MOST CPG ADVICE FAILS 09:36 WHAT TO DO NEXT

    11 min
  5. Why Your Products Aren't Selling? It's Not What You Think

    18 MAR

    Why Your Products Aren't Selling? It's Not What You Think

    309. You're not losing at retail because of weak marketing. You're losing because you don't understand how the category works. Most brands rely on reports, velocity, and promotions—but retailers don't buy products, they buy category performance. In this episode, I break down True Category Management—the strategy that separates brands that win shelf space from those that get delisted. You'll learn how to think like a category leader, turn data into actionable insights, map how shoppers actually buy, identify assortment gaps retailers can't see, and position your brand as a trusted advisor instead of another vendor. Data tells you what happened. The shopper tells you why. The brands that combine both win. Download the New Item Essentials Guide at RetailSolved.com/session309 and learn how to build a category-driven selling strategy that earns trust, drives retailer profit, and gives your brand an unfair competitive advantage. Download the free New Item Essentials ebook: RetailSolved.com/guide13 ⏰ Timecodes  02:04 Most brands fail because they don't understand how retail actually works 03:08 how to skate to the puck before the play even starts 03:24 When Data Lied and the Shopper Told the Truth 04:29 That's the learned a lesson I've carried with me through my entire career 05:03 WHY CATEGORY MANAGEMENT IS THE NORTH STAR 05:59 STRATEGY #1: THINK LIKE A CATEGORY, NOT A BRAND 07:35 STRATEGY #2: RETAILERS WANT INSIGHTS, NOT REPORTS 08:49 STRATEGY #3: MAP THE SHOPPER DECISION TREE 10:25 STRATEGY #4: LEARN TO SEE ASSORTMENT GAPS LIKE A BUYER 12:18 STRATEGY #5: USE CATEGORY MANAGEMENT TO EARN TRUST 13:31 The Five Principles of True Category Management

    16 min
  6. Your CPG Brand's Biggest Retail Problem

    10 MAR

    Your CPG Brand's Biggest Retail Problem

    308. Most CPG brands think promotions grow sales. They don't. Pricing strategy does. If your pricing architecture is wrong, deeper discounts and more promotions will only destroy your margins, train shoppers to wait for deals, and drain your cash flow. In this episode, I break down the pricing and promotion architecture that premium brands use to scale profitably. You'll learn how to price for your core shopper instead of competitors, build a pricing ladder that protects margin at every level, design disciplined promotion strategies, use contribution — not velocity — to justify your pricing, and create guardrails that stop margin erosion. Promotions are tactics. Pricing is strategy. Download the New Item Essentials Guide at RetailSolved.com/Guide13 and learn how to build a pricing architecture that protects margin, strengthens retailer relationships, improves promotion ROI, and creates sustainable growth for your brand. Get the show notes at: RetailSolved.com/session308 ⏰ Timecodes 00:47  You don't control promotions until you control pricing 01:50 The Brand Who Lowered Price to "Grow Faster"… and Nearly Bankrupted Themselves 02:52 Pricing is a strategy. Promotions are a tactic. 03:25 Big brands invest heavily in pricing elasticity projects 04:50 WHY PRICING ARCHITECTURE MATTERS 05:35 #1: Price for Your Core Shopper — Not for Your Competition 04:58 #2: Build a Pricing Ladder — The Foundation of All Margin Protection 07:14 #3: Build a Promotion Architecture — Not Random Deals 11:05 #4: Use Contribution — Not Velocity — to Justify Pricing and Promotions 12:08 #5: Build Guardrails That Prevent Margin Erosion 13:07 HOW TO BUILD A PRICING & PROMOTION ARCHITECTURE THAT CREATES SUSTAINABLE GROWTH

    16 min
  7. Cash Flow, Profit & Focus for CPG Founders With Nate Littlewood, Future Ready CFO

    3 MAR

    Cash Flow, Profit & Focus for CPG Founders With Nate Littlewood, Future Ready CFO

    307. You can be "profitable" on paper and still go bankrupt. If you don't understand cash flow, margin, and focus, your CPG brand is at risk — and that matters because running out of cash is the #1 reason businesses fail. In this episode, I sit down with Nate from Future Ready CFO to simplify finance for founders. We break down the real difference between profit and cash, why cash is the lifeblood of your business, and how shiny-object syndrome destroys ROI. You'll learn how to prioritize using ROI frameworks, bottleneck analysis, and skills alignment so you stop wasting time and start allocating capital strategically. Finance isn't just accounting. It's clarity. It's focus. It's leverage. If you want to extend your runway, reduce risk, and make smarter decisions with your capital, this conversation matters. Download the free guide at RetailSolved.com/session307 and listen to related episodes on cash conversion cycles, deduction prevention, and trade marketing ROI to go deeper. Connect with Nate at: linkedin.com/in/nathanlittlewood FutureReadyCFO.com futurereadycfo.com/hidden-profit-audit-free-template   00:52 Helping founders sleep better at night 04:14 Why I chose entrepreneurship  05:43 Amplifying the impact of the founder 06:05 Solve a blindspot for the founder 07:09 Impact = breath + depth 08:39 The #1 reason businesses fail 10:56 The good things and the terrible things about founders is 12:51 Secret #1: Profit Is a Scorecard. Cash Is Oxygen 13:12 Finance is the language of the business world 14:40 What is risk reversal, why it matters  16:51 CFO's help founders make better decisions   17:30 The 3 frameworks  17:35 1st, the ROI framework  19:16 Next, the bottleneck analysis  21:01 Final, the skills alignment 22:45 Secret #2 Focus multiples value 27:23 Get 10X more valuable as a contributor to your business 29:26 Start with a time tracking analysis 31:00 Secret #3 Watch for hidden profit leaks 31:39 Profit is not equal to cash 33:51 Cash is the lifeblood of a company 38:48 Helping founders with finances and its worth  41:45 How to partner with financial statements to make better decisions  43:30 My hidden profit audit 51:01 Be aware of hidden fees 51:48 Have a fractional CFO to give your business a checkup 52:00 What is the conversion cycle, why does it matter 55:10 Finance and accounting is more than a cost center

    59 min
  8. Expo West ROI Strategy for CPG Brands

    24 FEB

    Expo West ROI Strategy for CPG Brands

    306. Expo West is expensive. If you're "hoping" it grows your brand, you're already losing ROI. Booth fees, travel, freight, samples, staffing — this is one of the biggest trade investments you'll make all year. And most brands waste it because they treat Expo like a sampling event instead of a leverage event. In this episode, I break down the 5 strategic ways to turn Natural Products Expo West into a growth engine. You'll learn how to define one clear objective, turn sampling into strategic engagement, use category data to differentiate, build a disciplined follow-up system, and treat Expo as a community accelerator — not just a retail show. Expo isn't about traffic. It's about leverage. Listen to related episodes on category strategy, velocity, and trade marketing ROI to maximize your investment and extend your runway. Get the Free Expo West Checklist at RetailSolved.com/expochecklist Download the New Item Essentials Guide at RetailSolved.com/Guide13 and learn how to build a pricing architecture that protects margin, strengthens retailer relationships, improves promotion ROI, and creates sustainable growth for your brand. Get the show notes at: RetailSolved.com/session306 ⏰ Timecodes  0:53 And here's what most founders overlook: 1:09 how to turn Expo West into a strategic growth engine 2:57 5 STRATEGIC WAYS TO MAXIMIZE YOUR EXPO WEST ROI 3:01 Strategy #1: Define Your Primary Objective Before You Build Your Booth 4:05 Strategy #2: Stop Sampling. Start Strategically Engaging 5:20 Strategy #3: Use Data as Your Differentiator 6:08 Strategy #4: Build a Follow-Up System Before You Leave for the Show 7:10 Strategy #5: Treat Expo as a Community Accelerator — Not Just a Retail Event 8:04 RECAP — HOW TO MAXIMIZE EXPO WEST ROI 8:46 Lets make this Your Personal Win

    10 min
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About

Most CPG brands rely on trade marketing data to guide their decisions. But data only tells you one thing: 👉 what happened It doesn't tell you: 👉 why it happened And that's why so many brands struggle with: • inconsistent growth
 • wasted trade spend 
• poor retail execution
 • missed opportunities Because they're missing the most important piece: 👉 the shopper Hosted by Daniel Lohman, Bulletproof Your CPG Brand helps entrepreneurial and scaling CPG brands: • understand what's actually driving results
 • uncover hidden growth opportunities
 • improve trade marketing ROI
 • align strategy with real shopper behavior
 • compete against larger, better-funded brands This podcast combines: 👉 trade marketing strategy
 👉 category management expertise
 👉 real-world execution frameworks So you can: 👉 stop guessing
 👉 make smarter decisions
 👉 and build a brand retailers want to grow 👉 Because when you understand why results are happening… You can finally control what happens next.

Information

  • Creator
    Daniel Lohman
  • Years Active
    2017 - 2026
  • Episodes
    313
  • Rating
    Clean
  • Copyright
    © Copyright 2016-2026 | CMS4CPG LLC
  • Show Website
    Bulletproof Your CPG Brand

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