CMO Tenure Crisis, Reese's Halloween Push & Beer's Decline

CMO instability is reshaping FMCG strategy from the top down. Plus, Reese's shows how to own a seasonal moment — and what midsize brewers are doing as the beer category contracts. In this episode: A new study describes the CMO role as a 'pressure cooker,' with tenures shrinking as leaders are expected to run performance marketing, build brand equity, master data analytics, and integrate AI simultaneously — creating constant strategy resets for FMCG brands. Reese's, the Hershey confectionery brand, launched a multichannel Halloween campaign at the start of October built around finding America's 'trick-or-treatiest street,' using participatory mechanics to generate earned media during the peak confectionery purchase window. With Americans drinking less, midsize US brewers caught between craft producers and giants like AB InBev are abandoning volume-driven marketing and shifting to identity- and occasion-based brand positioning to justify consumer choice in a shrinking category. The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The Digital Commerce Daily · The Health Marketing Daily