March 22, 2022

3 minute read

How CPG Organizations are Evolving with Digital 

In the latest Stratably Discussions session, I talk with Todd Hassenfelt, eCommerce Director, Growth Strategy and Planning at Colgate-Palmolive.


Todd and I discuss how digital mediums have fundamentally altered the consumer’s path to purchase, upending how consumer brands have traditionally organized and how they evaluate marketing spend and their retail customers.


In this highly practical conversation, Todd shares his wide-ranging experience on new capabilities that are needed, such as speed, budget flexibility, transparency across teams, the need for prioritization, and test and learn mindsets.

Key Topics Covered

  1. Why social commerce should challenge conventional thinking inside organizations (3:50)
  2. The importance of speed in performance and budget reviews (8:48)
  3. Transparency is critical to overcome silos inside organizations (11:00)
  4. Consider the full picture when working with retailers (14:45)
  5. Why brands need to reconsider their evaluation of ad spend as new channels emerge (18:00)
  6. The challenges involved in measuring eCommerce (24:45)
  7. The lack of social commerce considerations in measuring the digital shelf (28:35)
  8. How the role of VP eCommerce is changing (38:40)
  9. The importance of testing new models (45:00)
  10. It’s a powerful interview with insights from a pioneer in the industry!

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More on Todd Hassenfelt & Colgate-Palmolive

Todd Hassenfelt is the eCommerce Director, Growth Strategy & Planning at Colgate-Palmolive as part of the Global Digital Organization.  Colgate-Palmolive is proud to be one of Fortune’s World’s Most Admired Companies.


Todd serves as an enabler, influencer & change catalyst for Colgate to leverage ecommerce opportunities that are aligned with the business model and accelerate overall strategic direction.  He leads eCommerce business reporting including Retail Media and Digital cost to serve optimization. Todd provides perspective on external benchmarking and competitive intelligence to help grow the eCommerce business. 


He has versatile experience with leadership roles in both Brick & Mortar and eCommerce while being a key contributor on both Sales and Marketing Teams at companies like Altria, Glanbia Performance Nutrition and Simple Mills which range from large corporations to startups.


Todd, who is a curious leader & learner, is also part of the CMS eCommerce Share Group, a member of the Firstmovr community, and BWG Strategy Advisory Board Member.  He has been a past guest on podcasts like BRAVE COMMERCE, The Digital Shelf Cast, Ecommerce Braintrust, and Pros & Content. 


One of his favorite quotes is "Change has never happened this fast before and it will never be this slow again"


Here are some of the interesting things going on at Colgate-Palmolive recently:


PCA SKIN headed to the International Space Station National Lab in February with the goal to learn at a faster rate than we could on Earth to help guide development of groundbreaking Skincare innovations for our Skin Health Brands.


Do you Know your OQ (Oral Health quotient) which is bringing awareness that Oral Health is connected to Overall Health and Wellbeing in ways most people don’t know.  People can discover their OQ by going to


Hill’s Pet Nutrition has a great focus on helping to end the #1 health risk for Pets which people can support by going to


Connect with Todd here:

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  3. Digital penetration is not a vision
  4. CPG boards are missing tech experience