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Jennifer Silverberg

Member since March 2016Contact Jennifer

Passionate about understanding how, why, and when consumers buy, and helping shape better solutions for the future. CEO of SmartCommerce (smartcommerce.co) 25+ years experience working with major B:C and B:B brands across a large range of CPG and related categories, in senior marketing and leadership positions, including CMO, mylist; SVP, Marketing of Channel Intelligence; VP, Marketing, APCO

Articles by Jennifer All articles by Jennifer

  • Back-to-school Can Mean Multiple Active Carts for Gen X Shoppers  in Marketing: CPG on 08/31/2017

    Colin came home from his first day of second grade armed with a comprehensive list of supplies requested by his teacher. This year, he will need a pencil case that can hold at least six pencils (made of cloth, not plastic or vinyl), a five-subject notebook with visible plastic tabs separating the subjects (wide-ruled, not college-ruled), and a pair of safety scissors with plastic blades. His mother hits her favorite search engine with this list in hand to find all of the items.

  • Redefining Conversion: The New (And Shorter) Path To Purchase For CPGs in Marketing: CPG on 05/05/2017

    At a recent trade show, a major CPG company shared what it thought of as its customers' typical "path to purchase." It involved an offline ad, a friend mentioning the product on social media, consumers seeing the product in the store, engaging with a digital coupon in a digital ad, and then going to an online retailer to search for and buy the product online using that coupon.

  • 3 Ways Smart CPG Brands Are Building Stronger Relationships With Customers in Engage:Moms on 04/01/2016

    CPG products and brand-consumer relationships are fundamentally different than any other category. CPG products are used intimately, actually going on and being ingested into customers' bodies, arguably building and requiring a much closer connection with customers.

  • 3 Ways Smart CPG Brands Are Building Stronger Relationships With Customers in Marketing: CPG on 03/28/2016

    CPG products and brand-consumer relationships are fundamentally different than any other category. CPG products are used intimately, actually going on and being ingested into customers' bodies, arguably building and requiring a much closer connection with customers.

Comments by Jennifer All comments by Jennifer

  • Yes, Bad Adjacencies Hurt Brands by Erik Sass (Publishing Insider on 06/14/2017)

    Appreciate and agree with the content, which was hard because I so vehemently disagree with the first line!  The marketers and brand managers I've worked with are among the LEAST risk-averse (sorry for the double-negative) people I've known.  Great marketing embraces risk, and sometimes even uses it as a lever!  Having said that, appearing next to bad news is not what I'd call risky - based on the data you show, it would just be dumb.  Thanks again for the info.

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