I am a marketing professional with more than 20 years of experience creating engaging digital customer experiences for both B2B and B2C customers. I’ve worked with companies that owned their own distribution, those that rely on third-party distributors and others that are online only products/services. I’ve marketed products ranging from industrial manufacturing supplies to legal services, kids toys and highly creative self-expression content, all on a global scale. My most recent foray into CPG showed me that no one really has it all figured out. Consumers are fickle, confusing and difficult to fully understand, especially given the near infinite choice available in any category. Across all those different customers a few core principles hold true:- Knowing the consumer deeply through first party data is more important than ever- Consumer privacy, and thus transparency, is critical- Consumers don’t want infinite choice, they want confidence the choice they made is the right one- A great consumer experience (CX) rules all