CPG Insiders

Mark Young
  • 4.5 (11)
  • MARKETING
  • UPDATED MONTHLY

CPG Insiders brings the insights and expertise that Jekyll & Hyde has gained and leveraged across more than two decades in the advertising business, becoming the top agency in the country for CPG challenger brands. On the podcast, host Mark Young (agency CEO and Chairman), along with co-host Justin Girouard (Vice President), answer the questions that our clients most often ask about creating better marketing campaigns. They offer useful perspectives and insider information on creative and media strategies, product packing, retailer needs, trends, traps to avoid and more about what it truly takes to succeed at retail.

  1. APR 8

    The 3 Plans Every Founder Needs Before Selling

    Most entrepreneurs build their business for freedom—but end up creating a prison they can't leave. In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard sit down with Greg Heeres, author of Passing the Baton, to unpack one of the most overlooked—and emotionally complex—parts of entrepreneurship: what happens when you step away. Whether you plan to sell, pass the business down, or simply step back, Greg explains why succession is not a financial decision—it's an emotional one. From identity loss and leadership dependency to family dynamics and post-exit regret, this conversation reveals the hidden challenges most founders never prepare for. You'll learn why every entrepreneur needs not one—but three plans: a short-term contingency plan, a long-term exit strategy, and a personal "next chapter" plan that replaces purpose after the business is gone. The episode also explores: Why most businesses are dangerously dependent on the founder The four "unpredictable events" that can force an unplanned exit Why selling your company can strain (or even break) relationships How to prepare your team—and your family—for what comes next The biggest mistake founders make after a liquidity event If you're building a business to eventually exit, this episode will challenge how you think about success—and what comes after it. Because the real question isn't "How do I sell my company?" It's "Who am I when I no longer run it?"

    1h 3m

  2. MAR 24

    From Startup to Scale: The Rules That Actually Matter

    In this special episode of CPG Insiders, the tables are turned as Justin Girouard takes the interviewer seat to ask Dr. Mark Young about his highly anticipated new book, The 27 Unbreakable Rules: Build a $100 Million+ Brick-and-Mortar CPG Brand. Mark breaks down the brutal reality of the CPG industry, where 95% of the 30,000 products launched every year fail, and explains exactly how to beat those odds. The conversation dives deep into the necessity of true belief in your product, the danger of launching a "Me Too" item, and why simply getting placed on a Walmart shelf isn't the finish line—it's just the beginning. Mark also shares incredible stories from his 30 years of experience, including taking a massive financial risk to launch a motorized fishing lure on QVC with Chuck Woolery. Whether you are just starting out or looking to scale, this episode outlines the literal laws of physics for surviving and thriving in brick-and-mortar retail.

    56 min

  3. MAR 18

    27 Rules That Change How You Build a CPG Brand

    A lot of founders believe scaling a CPG brand is about working harder, running more ads, or grinding through incremental growth. But what if the real path to scale is completely different? In this episode, Mark and Justin sit down with Keith and Ryan DiGregorio—founders building a breakthrough cleaning product—to talk about what happened when they got an early look at the new book "27 Unbreakable Rules." What started as a curiosity quickly turned into a blueprint for how CPG brands actually grow. From discovering that 80% of purchases still happen in retail, to rethinking pricing strategy, positioning, and category creation, this conversation unpacks several myths that hold founders back. They also share the mindset shifts required to build a brand that can scale—and eventually be acquired. Key Takeaways: Why most founders misunderstand the path from e-Commerce to retail The surprising reason retailers prefer higher priced products How to position your product to create its own category Why scalable brands must be able to run without the founder The key questions every CPG founder must answer honestly If you're building a consumer brand and want to grow beyond the ceiling of digital, this conversation offers a practical look at what it actually takes to scale.

    52 min

  4. FEB 25

    How to Build Your Retail Team

    You don't need a bigger team to scale your CPG brand. You need the right who. Most founders think the next move is hiring a full-time VP of Sales, a marketing team, or a supply chain lead. But at $5M, $10M, even $20M, that kind of overhead can crush your cash flow before retail ever pays you back. In this episode, we sit down with Les Hamilton, founder of CPG Integrated and former Target buyer, agency executive, and Chief Revenue Officer. He breaks down what actually happens when you get into retail—and why so many brands fail after they "win" the shelf. You'll hear: • Why retail is an audition—and most brands fail it • The hidden cash flow trap behind national rollouts • What buyers really care about (hint: it's not your factory) • Why premium pricing beats competing on margin • When to hire marketing first—and when you desperately need a CFO • How fractional executives can get you to $70M without a $300K salary If you're a founder trying to move from digital to brick-and-mortar—or from $7M to $70M—this conversation could save you millions. Listen now and rethink how you scale.

    1h 1m

  5. FEB 11

    Scaling DTC Without Breaking Cash Flow

    In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard tackle one of the most common—and most misunderstood—questions in direct-to-consumer marketing: How do you budget for DTC when there is no fixed budget? They explain why traditional retail budgeting models break down in a modern, multi-channel DTC world and why brands must instead focus on cost per acquisition, lifetime customer value, and scalable economics rather than preset annual spend limits. Mark walks through how to calculate customer value across one-time purchases, replenishment products, and subscriptions—and why the brands that win are the ones willing to spend the most to acquire customers while maintaining discipline. The conversation highlights how cash flow timing, manufacturing capacity, market size, and media efficiency all act as real constraints on DTC growth. Using analogies like slot machines vs. vending machines, the episode breaks down how DTC campaigns evolve from unpredictable experimentation into repeatable, scalable systems—and why each new channel resets the learning curve. The episode closes with a candid reminder: while direct-to-consumer CPG offers one of the fastest paths to building massive value, it requires resilience, patience, and a tolerance for risk—along with experienced partners who understand how to navigate constant change.

    33 min

  6. JAN 26

    Scaling Smart: How to Grow Without Giving Up Control

    Quitting a cushy job at American Airlines to sell recipe cards? Sounds crazy—until you realize it's an eight-figure business. Josh Hadley, host of the podcast Ecomm Breakthrough and founder of Hadley Designs, shares how he and his wife turned a passion for design into a scaling e-commerce brand. From moonlighting in the corporate world to leveraging Amazon arbitrage, Josh breaks down the gritty truths, painful lessons, and hidden strategies that led to explosive growth—without raising a dime in funding. You'll learn: • Why your cash conversion cycle might be killing your growth • The Amazon era is over—where smart CPG brands are moving next • How to scale without giving away your company Listen now and rethink what it really takes to grow a CPG brand that lasts.

    55 min

  7. JAN 13

    Creative vs. Frequency: What Really Drives Ad Performance?

    Most brands fail—not because their ads are bad, but because they're not seen enough. In this episode, Mark and Justin unpack the misunderstood power of frequency and how it drives real results in CPG advertising.   You'll learn how often consumers really need to see your message before they act, why "being a little bit pregnant" with your budget leads to wasted spend, and how to engineer frequency that converts—even on a tight budget. Inside: The science behind the "rule of 7" vs. the "rule of 17" How creative quality impacts frequency effectiveness Why spreading your ad dollars too thin is a losing game How to pick media platforms that maximize impact Listen now and make sure your next campaign actually breaks through.

    42 min

  8. 12/15/2025

    Seasonal Retail: How to Win Big Without Taking Big Hits

    A big seasonal order might look like a win—but it can quietly crush your margins if you're not careful. In this episode, Mark and Justin break down the real mechanics of seasonal (in-and-out) retail: how timing, payment terms, inventory risk, and retailer behavior can make or break your business. They share practical insights from real CPG brands, plus hard-earned lessons on managing product life cycles across retail sectors. You'll walk away knowing exactly how to evaluate seasonal opportunities—and how to protect your bottom line while still seizing growth. • Why "Pay on Scan" isn't always what it seems • How retailers shift inventory risk back to YOU • What most brands get wrong about replenishment • The markdown strategy you should plan before you ship Listen now to avoid costly seasonal missteps.

    40 min
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4.5
out of 5
11 Ratings

About

CPG Insiders brings the insights and expertise that Jekyll & Hyde has gained and leveraged across more than two decades in the advertising business, becoming the top agency in the country for CPG challenger brands. On the podcast, host Mark Young (agency CEO and Chairman), along with co-host Justin Girouard (Vice President), answer the questions that our clients most often ask about creating better marketing campaigns. They offer useful perspectives and insider information on creative and media strategies, product packing, retailer needs, trends, traps to avoid and more about what it truly takes to succeed at retail.

Information

  • Creator
    Mark Young
  • Years Active
    2018 - 2026
  • Episodes
    119
  • Rating
    Clean
  • Show Website
    CPG Insiders

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