The CPG Guys are joined in this episode by Jamil Ghani, VP & Worldwide Leader of Prime at Amazon.

Follow Jamil on LinkedIn at: https://www.linkedin.com/in/jamilghani/

Follow Amazon on LinkedIn at: https://www.linkedin.com/company/amazon/

Jamil answered these questions:

1. How do you define the core value proposition of Prime beyond loyalty—what makes it truly unique?
2. With Prime Day expanding to four days in 2025, what metrics will you use to measure success this year?
3. Prime Day now spans 26 countries. How do you prioritize market expansion (e.g. Ireland, Colombia)?
4. You’ve described inventory placement and last-mile enhancements as key to faster delivery—what’s been the biggest operational challenge?
5. How do you balance speed of delivery with minimizing out-of-stock experiences during peak events like Prime Day?
6. How is AI reshaping personalization in Prime—especially for recommendation engines and support chatbots like “Rufus”?
7. What are the “six pillars” that Prime uses to foster an innovative mindset (referencing the podcast)?
8. With Prime Day including daily deal drops every five minutes, how do you ensure members aren’t overwhelmed?
9. How do you measure and iterate on Prime member satisfaction during high-intensity periods?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

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Subscribe to Mass Market Retailers here:
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DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Abby Laursen, Senior Director of Ads Product Marketing at Snap Inc., a technology company that contributes to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together.

This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.

Learn more about Snapchat for Business : https://forbusiness.snapchat.com/cpgguys

Follow Abby on LinkedIn at: https://www.linkedin.com/in/abigail-laursen/

Find the Snapchat Generation Report here: https://newsroom.snap.com/snapchat-generation-report

Read Snap Success Stories here: https://forbusiness.snapchat.com/inspiration

Abby answers these questions:

1. What makes Snap a uniquely powerful platform for CPG marketers compared to other social or retail media environments?"
2. How does Snap bridge the gap between upper-funnel storytelling and lower-funnel conversion?"
3. Snap’s focus has always been on real relationships. How does that translate into real retail outcomes for brands?"
4. What does Gen Z expect from CPG brands today — and how should brands evolve to meet that? What’s the biggest myth brands still believe about Gen Z engagement on social platforms?
5. How is Snap helping brands remain culturally relevant while staying true to their identity?
6. What’s the biggest myth brands still believe about Gen Z engagement on social platforms?
7. How do you see the line between social and retail blurring in the next 12–24 months?"
8. What does the future of 'retail media meets social commerce' look like from your seat? What’s one innovation or trend at Snap that CPG leaders should be paying more attention to?
9. How is Snap helping brands prove ROI, especially when it comes to full-funnel performance? How do you think about attribution in a world where so many platforms are walled gardens?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Ajay Salpekar, the GM of Brand & Creator Commerce at TikTok, the world's leading social destination for short-form video.

Follow Ajay on LinkedIn at: https://www.linkedin.com/in/salpekar/

Follow TikTok on LinkedIn at: https://www.linkedin.com/company/tiktok/

Follow TikTok online at: http://ads.tiktok.com

Ajay answers these questions:

1. What inspired your transition from roles at Unilever and Amazon to leading TikTok’s beauty commerce strategy?
2. You’ve mentioned that a shopping journey that once took 19 days can now take 19 seconds on TikTok because of compelling content. How does that happen - on the Brand side and on the Consumer behaviour end?
3. What strategies have proven most effective for brands to convert viral TikTok moments into sustained sales?
4. How do you define success for beauty brands on TikTok Shop, and what key metrics do you prioritize?
5. Can you share insights into how TikTok Shop is leveling the playing field for emerging/small beauty brands
6. How do you see the role of creators evolving in the context of brand storytelling and product launches? Can you give us some insight into the Creator mindset and how that drives long-term partnerships, particularly with Beauty brands?
7. Can you share an example of a successful creator-brand collaboration on TikTok Shop that led to significant business results?
8. What best practices do you recommend for brands when collaborating with creators to ensure authentic and effective partnerships?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.