CPG Unpacked: Mastering Your Shopper Marketing Strategy
A conversation with Haven's Kitchen and Hayden Consultancy on taking brands from farmers markets to mainstream
Join Social Nature for an insightful 45-minute chat with Ashly Siandre of Haven’s Kitchen, a CPG brand known for its rapidly growing line of fresh, flavorful sauces, and Eleanor Hayden of Hayden Consultancy, experts in shopper marketing and retail media.
Learn how these industry leaders navigate modern retail, boost product velocity, and expand shopper bases from niche markets to nationwide grocers.
Whether you're just starting out or scaling up, this CPG Unpacked session will offer actionable insights to elevate your CPG marketing strategy.
Key discussion points:
- How Hayden Conducts a Shopper Marketing Audit: A step-by-step breakdown using Haven’s Kitchen as a case study.
- Balancing ACV and Velocity Goals: Strategies to manage distribution reach (ACV) while driving product velocity.
- Retailer Expectations: What to anticipate as your brand transitions from specialty to conventional retail.
- Effective Shopper Marketing Tactics: Highlighting the impact of Social Nature's approach.
The virtual chat will include 30-35 minutes of discussion followed by a 10-15 minute Q&A session - be sure to include your questions when you sign up!
Meet the panelists
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Ashly Siandre
Brand Director, Haven's Kitchen
As Brand Director at Haven’s Kitchen, Ashly brings the brand story to life and leads strategic initiatives that drive consumers in-store. She played a key role in launching the company’s first new product line in six years, introducing shelf-stable aiolis that expanded their offerings into the condiment category while complementing their existing fresh refrigerated sauces.
Eleanor Hayden
CEO & Founder, Hayden Consultancy
After managing the Convenience and Gas business for PepsiCo in Utah, Eleanor built shopper marketing departments from the ground up at Kodiak Cakes and Siete Foods before founding Hayden Consultancy in 2021. Under her leadership, Hayden Consultancy has supported over 30 brands and secured joint business plans with Instacart and Ibotta, providing clients with valuable discounts and ad credits. Eleanor's personalized approach and deep industry understanding have made her a standout in shopper marketing.
Ashlie Winson-Jones
Head of Business Development, Social Nature
Ashlie is a founding member of Social Nature, the leading go-to-market platform for better-for-you brands in North America. She is a top-performing sales and marketing executive with over 10 years of experience leveling up purpose-driven, tech-enabled companies.
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Mark your calendar!
Our next Fireside Chat will focus on shopper marketing.
Save the date: Wednesday, September 19 at 9am PT / 12pm ET
We’ll be speaking with beloved brand Brami as they share insights from their recent campaigns with Social Nature, including their trial of the new buy one get one discount offer.
We’ll also hear from shopper marketing and retail media experts, Hayden Consultancy, about their work with Brami to support the brand’s growth in revenue, profitability, and household penetration.