ShelfLife – The CPG Podcast

Welcome to ShelfLife – The CPG Podcast, where we sit down with the builders, operators, and brand leaders shaping the future of consumer goods. Hosted by Shubham Tiwari and Akhil Bhiwal, ShelfLife explores what it actually takes to build, scale, and sustain winning CPG brands. Each episode dives deep into brand strategy, category growth, retail execution, revenue management, insights, innovation, and the growing impact of data and AI on modern brand building.If you’re a brand manager, category leader, insights professional, founder, or operator trying to grow a CPG business in a competitive, margin-pressured world, this podcast is for you.

ShelfLife – The CPG Podcast is a business podcast hosted by Phyllo, with 10 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Phyllo hosts ShelfLife – The CPG Podcast, a business show with 10 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  Episode #11

  How Naked Wines Built a $100M+ Business ft. Lisa McDowell

  May 5, 20261h 16mS1

  In this episode of Shelf Life, we sit down with Lisa McDowell, Chief Growth Officer at Naked Wines, to unpack what it really takes to build a modern, community-driven brand in a challenging industry.<br><br>From her journey across companies like Deliveroo and Ocado to leading growth at Naked Wines, Lisa shares deep insights on:<br><br>🍷 How the subscription-based wine model actually works<br>📖 Why storytelling—not just product—drives modern brands<br>📊 The reality of marketing data, attribution, and “quadrangulation”<br>👥 Building customer-first systems through community, not just metrics<br>🚀 Lessons in leadership, growth, and decision-making under pressure<br><br>We also...

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  Episode #10

  How Beverage Brands Actually Scale (Lemon Perfect, Ex-Red Bull)

  Apr 23, 20261h 20mS1

  🎙️ Welcome to Episode 10 of ShelfLife — the CPG podcast by Phyllo, where we uncover the untold stories behind the world’s most iconic brands and the people who build them.<br><br>👀 See what you can build with Phyllo: https://www.getphyllo.com/<br><br>In this episode of Shelf Life, we sit down with Laura-Lynn Freck, VP of Commercial Sales & Strategy at Lemon Perfect (and former Red Bull & Zevia leader), to unpack how modern CPG brands are built, sold, and scaled.<br><br>From working inside billion-dollar giants like Red Bull to now leading strategy at an emerging brand, Laura brings a rar...

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  Episode #9

  Is Influencer Marketing Dying? Industry Expert Explains

  Feb 23, 20261h 35mS1

  🎙️ Welcome to Episode 09 of ShelfLife — the CPG podcast by Phyllo, where we uncover the untold stories behind the world’s most iconic brands and the people who build them.<br><br>👀 See what you can build with Phyllo: https://www.getphyllo.com/<br><br><br>In this episode of ShelfLife, we sit down with Maria Plaza, CMO at MiiN Cosmetics, the brand that helped bring Korean beauty culture to Europe and turn it into a scalable omni-channel business.<br><br>Maria shares her unconventional journey from law and economics to leading marketing and digital for a fast-growing beauty brand. <br><br>🎯 She bre...

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  Episode #8

  How Consumer Insights Drive Decisions Inside Top CPG Brands

  Feb 11, 20261h 38mS1

  🎙️ Welcome to Episode 08 of ShelfLife — the CPG podcast by Phyllo, where we uncover the untold stories behind the world’s most iconic brands and the people who build them.<br><br>👀 See what you can build with Phyllo: https://www.getphyllo.com/<br><br><br>In this episode of Shelf Life, we sit down with Amit Singh — a global marketing leader and founder of BrainJump AI, who has worked across brands like Cadbury, Lay’s, PepsiCo, Coca-Cola, and McCormick — to unpack how high-stakes decisions are actually made inside FMCG and CPG companies.<br><br>If you’re a founder, brand manager, CPG operato...

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  Episode #7

  How Consumer Insights Drive Decisions Inside Top CPG Brands

  Feb 1, 20261h 12mS1

  🎙️ Welcome to Episode 07 of ShelfLife — the CPG podcast by Phyllo, where we uncover the untold stories behind the world’s most iconic brands and the people who build them.<br><br>👀 See what you can build with Phyllo: https://www.getphyllo.com/<br><br><br>In this episode of Shelf Life, Shubham Tiwari and Akhil speak with Jinghuan Liu Tervalon, a consumer insights and strategy leader with experience across brands like Dollar Shave Club and Coca-Cola. The conversation explores how consumer insights turn into real business decisions, the differences between US and Chinese CPG markets, the role of retail and segmentation...

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