Beyond The Shelf
This show is an open exploration of the people and process behind E-Commerce. Through conversations with innovators in the space, we learn the stories of these leaders and their strategies for E-Commerce success. You can join our mailing list and access more content at itsrapid.ai.
David's past guests have included: Bryan Gildenberg from the CPG Guys, Todd Hassenfelt from Colgate-Palmolive, Anne Zybowski from Circana, Randy Mercer from 1WorldSync, Jared Taitel from PepsiCo, David Novak from Salsify, Harvey Ma from Albertsons Media Collective, Carter Jensen from General Mills, Pam Perino from Ghirardelli Chocolate, and many more.
Beyond The Shelf
Cutting Through the Clutter in Modern CPG – with Tina Mehta (Chloe's, Chobani, Mars)
Dave sits down with Tina Mehta, former CMO at Chloe’s, to explore what it really takes to grow a challenger brand in today’s CPG landscape. With a background that also spans powerhouse companies like Mars Chocolate and Chobani, Tina brings deep experience across brand management, shopper marketing, and e-commerce.
She shares how her team at Chloe’s redefined frozen treats, how to stretch every marketing dollar, and why creativity, cross-functional collaboration, and retail partnerships are key to driving results. Plus, Tina talks AI, brand authenticity, and what it means to move fast in a modern marketing environment.
Key Takeaways & Episode Highlights
- Career evolution from Mars to Chobani to Chloe’s – Tina walks through her path from global brands to challenger brand leadership, and how each stop shaped her approach to building high-impact marketing teams.
- Lessons from big-brand e-commerce – At Chobani, Tina helped reposition Instacart as a strategic priority, turning it into a top 10 channel and proving the power of data-driven retail media.
- How challenger brands stretch budgets – Tina shares the high-ROI tactics that work for mid-size brands, including tightly focused shopper marketing, retail media partnerships, and creative cost-sharing strategies.
- The role of AI in modern marketing – From ChatGPT to image generation, Tina discusses where AI can unlock speed and efficiency—and where human creativity is still essential for authentic brand storytelling.
- Building brands through unexpected partnerships – A standout co-branded campaign with Mixto and Instacart shows how creativity, timing, and collaboration can deliver outsize results.
Connect with Tina: https://www.linkedin.com/in/tinabmehta/
Get the It’sRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/
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Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com
Producer: Jake Musiker