The CPG Guys are joined in this episode by Julie Haleluk, Global Head of Growth - Shopping Video at Amazon.Follow Julie on LinkedIn at: https://www.linkedin.com/in/juliehaleluk/ Follow Amazon Ads online at: https://advertising.amazon.com/Julie answers these questions:Breaking Down Silos: In your talk, you emphasize that marketing strategies are still planned in silos, but customers don't shop that way. How can traditional CPG organizations break down the internal walls between retail media, social, and brand teams to build a unified strategy? Measuring ROI Beyond the Click: Traditional social media focuses on engagement metrics like likes and views, while retail media focuses on immediate ROAS. When connecting social storytelling to shoppable moments via Amazon Shopping Video, how should CPGs reframe their KPI frameworks?  The Authenticity vs. Control Dilemma: You mention prioritizing creator partnerships rooted in authenticity over strict scripts. CPG brands are notoriously protective of their brand guidelines—how do you coach legacy brands to loosen the reins so creators can actually convert? Creating a Full-Funnel Content Engine: How can a CPG brand take a single livestream or Amazon Live video and efficiently repurpose that asset across lower-funnel product detail pages (PDPs), Amazon Ads, and off-Amazon touchpoints?  Moving CPGs Beyond Search to Inspiration: CPG shopping on Amazon has historically been intent-driven and search-heavy. How is social commerce transforming Amazon from a destination where consumers simply reorder toothpaste into a place where they discover new products?  Lessons from OLLY & PetIQ: In your session, you spotlight brands like OLLY and PetIQ. What are the common playbooks or creative strategies these successful brands use to turn passive viewers into active buyers?  Agency & Brand Collaboration: You are co-presenting with agency partners like WPP Media. What does the ideal operating model look like between a CPG brand, its agency, and Amazon’s internal video and social commerce teams today?  The Future of Interactive Retail: Looking ahead over the next 2–3 years, what emerging features or tech in Amazon’s social commerce ecosystem should CPG marketers start experimenting with right now to stay ahead of the curve?CPG Guys Website: http://CPGguys.comSubstack Newsletter: https://substack.com/@thecpgguysDISCLAIMER: 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.