Executive Search Success Story: CPG Digital Commerce & DTC Transformation — CPG CMO Search

How JRG Partners executed a confidential Chief Marketing Officer search for an established consumer packaged goods company building a sophisticated digital and omnichannel marketing organization while protecting its core retail business.

The Challenge

An established consumer packaged goods company was experiencing a significant shift in how consumers discovered, researched, and purchased its products. Historically reliant on traditional retail distribution and established consumer marketing channels, the company faced new opportunities created by the rapid growth of e-commerce, social commerce, digital advertising, and direct-to-consumer engagement.

The CEO and Board needed a Chief Marketing Officer who could build a more sophisticated digital and omnichannel marketing organization without weakening the established retail business. The mandate called for a leader capable of connecting traditional CPG brand marketing with digital commerce and DTC growth.

Why They Chose JRG Partners

CPG & Digital Marketing Executive Search Expertise

JRG Partners provided access to senior executives across CPG, digital commerce, e-commerce, DTC, retail, consumer marketing, and brand transformation.

Omnichannel Marketing Expertise

The search emphasized the relationship among retail, e-commerce, DTC, social commerce, digital advertising, consumer engagement, customer data, loyalty, and brand strategy.

Digital Transformation Leadership

The required CMO needed to modernize marketing capabilities while maintaining consistency across established consumer channels.

Confidential Executive Search

The strategic importance of the transformation required a discreet and highly controlled process throughout the engagement.

The Search Strategy

Phase 1 — Leadership Assessment

JRG Partners worked directly with the CEO, Board, and Human Resources leadership to evaluate capabilities and define future CMO competencies. The assessment focused on:

• Digital marketing capabilities and organizational gaps
• E-commerce requirements and DTC strategy
• Retail priorities and omnichannel strategy
• Consumer data, segmentation, and digital advertising
• Marketing technology and engagement strategy
• Brand positioning and alignment across channels
• Future CMO leadership competencies

Phase 2 — Market Mapping

JRG Partners mapped digital-first CPG companies, global consumer brands, e-commerce organizations, DTC brands, omnichannel retailers, consumer technology companies, high-growth CPG businesses, PE-backed consumer companies, retail-focused CPG organizations, and global digital commerce organizations across North America.

Phase 3 — Executive Engagement

Our consultants discreetly engaged senior executives with proven records in CPG marketing, digital transformation, e-commerce, DTC, omnichannel strategy, digital advertising, consumer analytics, acquisition, retention, social commerce, marketing technology, brand transformation, consumer engagement, and growth marketing.

Phase 4 — Assessment & Selection

Finalists were evaluated across strategic CMO leadership, CPG expertise, digital transformation, e-commerce, DTC strategy, omnichannel marketing, consumer analytics, acquisition, brand management, marketing technology, consumer engagement, team leadership, cross-functional collaboration, cultural alignment, and long-term potential.