---
# The New Media-to-Shelf: How Wired CPG Wins In The Age Of AI
**URL:** https://www.sigmoid.com/events/podcast/the-new-media-to-shelf-how-wired-cpg-wins-in-the-age-of-ai/
Date: 2026-05-27
Author: Joha Momin
Post Type: page
Summary: Podcast The new media-to-shelf: How wired CPG wins in the age of AI GUEST SPEAKER Jeff Swearingen Founder at Dichotomy Solutions, LLC...Read More...
---
Podcast
# The new media-to-shelf: How wired CPG wins in the
age of AI
GUEST SPEAKER
#### Jeff Swearingen
Founder at Dichotomy Solutions, LLC | RTD - Global SVP at Pepsico
[Watch episode 7](https://www.youtube.com/watch?v=XP5evJMNHrw)
20th May 2026 | Episode 7 | 50 mins
Reimagine with AI
Most "digital + retail" strategies fail in execution. Jeff explains how to make it real at scale.
In this episode of Reimagine with AI by Sigmoid, I'm joined by Jeff Swearingen (ex-PepsiCo)—one of the early leaders who brought digital-grade precision into brick-and-mortar retail.
We go deep on what Jeff calls "media-to-shelf": connecting targeted media, consumer propensities, and store-level execution so shoppers actually find what the ad promised.
This is not a theory. It's the operating model, data foundation, and cross-functional discipline required to turn signals into sales across markets, categories, and retailers.
### Why this matters for executives:
AI doesn't fail because models are weak. It fails because organizations can't align data, incentives, partners, and execution timelines. Jeff lays out the practical playbook for building capability over multiple years while still showing P&L impact early—without waiting for "perfect" data infrastructure.
### Key topics covered:
- **The moment brick-and-mortar needed digital-level precision
- **Building early retail data sets: what worked, what didn't
- **How to secure multi-year exec buy-in while proving value yearly
- **"Media-to-shelf" and why it changed sales + marketing collaboration
- **Mapping consumer propensities to physical locations and store opportunity
- **Marker categories, latent demand, and finding unrealized growth
- **Why "fidgetal" fails: operating model, planning, and incentives
- **The baton pass: making cross-team handoffs actually work
- **Digital determinism in retail: what "good enough" looks like
- **Transformation leadership: mandate vs movement, and when to use each
- **Career advice: becoming "functionally multilingual" in a matrix org
## Our podcast host
#### Imteaz Ahamed
Host | Ex- Reckitt
Imteaz Ahamed is a data-driven leader with 20 years of experience in eCommerce and marketing. He helps enterprises drive business performance and create competitive advantages by deploying digital strategies, developing innovation roadmaps and global operating models. He is also a podcaster and an international keynote speaker.
---
## Navigation
- [Company](/about-sigmoid)
- [Newsroom](/newsroom)
- [Life at Sigmoid](/careers)
- [Takshashila](/takshashila)
- [Contact Us](/contact-us)
- [AI Strategy Blueprint your AI advantage](/enterprise-ai-strategy/)
- [Generative AI Drive innovation with Generative AI](/generative-ai/)
- [Responsible AI Build trust with ethical AI practices](/responsible-ai-in-enterprise/)
- [Agentic AI Reshape business with scalable agentic systems](/agentic-ai-solutions/)
- [AI Managed Services Ensure reliable AI performance](/ai-managed-services/)
- [Advanced Analytics Transform your business with data-driven insights](/advanced-data-analytics-solutions/)
- [Download whitepaper](/ebooks-whitepapers/the-new-qsr-playbook-transforming-menu-strategy-into-a-growth-engine/)
- [Data Strategy Strong data foundations for scalable AI](/data-analytics-strategy/)
- [Data Management Leverage data as a strategic asset](/ai-data-management-services/)
- [DataOps Automate data for speed and quality](/data-devops/)
- [Forward Deployed Engineering Scale enterprise AI with FDEs & specialized agents](/forward-deployed-engineering/)
- [Data Engineering Deliver insights faster with scalable pipelines](/data-engineering/)
- [Cloud Transformation Modernize data to maximise efficiency](/cloud-migration/)
- [Download whitepaper](/ebooks-whitepapers/building-data-products-in-a-data-mesh-to-drive-business-value/)
- [Data Modeling Structure data for better decisions](/data-modeling-services/)
- [Data Visualization Transform data into actionable stories](/data-visualization-service/)
- [BI Migration Enhance decision making with modern BI tools](/bi-migration/)
- [Data Observability Build trust with healthy, accurate data](/data-observability/)
- [Automated Insights Make smarter decisions with auto-generated insights](/automated-insights/)
- [Download whitepaper](/ebooks-whitepapers/how-cognitive-bi-drives-an-intelligent-enterprise/)
- [CPG & Retail End-to-end analytics for planning, operations, and commercial excellence](/industries/cpg-analytics/)
- [Life Sciences Trusted intelligence across clinical, commercial, and operational workflows](/industries/life-sciences/)
- [Banking & Financial Services AI-powered analytics for risk, compliance and customer experience](/industries/banking-financial-analytics-services/)
- [Insurance Modernize core insurance platforms and unlock new revenue streams with AI](/industries/insurance-reimagined-with-ai/)
- [Download infographic](/wp-content/uploads/2026/03/Infographic_Maturity-Framework-for-Scaling-Agentic-AI.pdf)
- [Helios Turn marketing data into measurable business outcomes](/marketing-suite-helios/)
- [Stratos AI-powered platform for resilient supply chains](/supply-chain-stratos/)
- [DataGuard Agentic AI platform for data quality and governance](/data-quality-dataguard/)
- [MediaIQ Advanced platform for in-flight marketing measurement](/accelerators/sigmoid-mediaiq-multi-touch-attribution-tool/)
- [CampaignIQ AI-driven platform for optimized campaign budget allocation](/accelerators/sigmoid-campaigniq/)
- [AssistBot GenAI email assistant that automates human-like responses](/accelerators/sigmoid-assistbot-for-ai-email-assistant/)
- [CreativeBot GenAI tool for personalized and brand-aligned creative design](/accelerators/sigmoid-creativebot/)
- [SocialBot GenAI platform to analyze digital conversations and trends](/accelerators/#marketing|socialbot)
- [DemandIQ Predict trends accurately and optimize inventory management](/accelerators/sigmoid-demandiq/)
- [NetworkIQ Track and optimize logistics operations in real-time to quickly address disruptions](/accelerators/sigmoid-networkiq/)
- [SupplyIQ End-to-end platform to optimize supply chain operations](/accelerators/sigmoid-supplyiq/)
- [ProcurementIQ Automated procurement operations for maximum savings, compliance and efficiency](/accelerators/sigmoid-procurementiq/)
- [RapidML Accelerated deployment for machine learning models](/accelerators/sigmoid-rapidml/)
- [DataGuard Comprehensive platform for proactive data quality management](/accelerators/data-quality-tool-sigmoid-dataguard/)
- [CloudPulse Cloud cost optimization platform with multi-cloud management](/accelerators/sigmoid-cloudpulse/)
- [RAPID GenAI foundation with built-in governance and cost clarity](/accelerators/sigmoid-rapid/)
- [AnalyticsBot Conversational analytics for faster business decisions](/accelerators/sigmoid-analyticsbot/)
- [DataConnect Seamlessly ingest, integrate and harmonize data from diverse sources](/accelerators/sigmoid-dataconnect/)
- [Reconica AI-powered data harmonization and reconciliation engine](/accelerators/sigmoid-reconica/)
- [ConverseBot GenAI driven insights generation for automated insights from reports](/accelerators/#sales|conversebot)
- [iNRM Cross-lever revenue growth optimization platform](/accelerators/sigmoid-inrm/)
- [AssortmentIQ Optimize shelf layouts and assortment mix at scale with AI-based insights](/accelerators/sigmoid-assortmentiq/)
- [Read whitepaper](/ebooks-whitepapers/building-agentic-ai-chatbots-for-business-process-transformation/)
- [Listen Podcast](/events/podcast/how-jack-in-the-box-is-redefining-personalization-and-supply-chain-with-ai/)
- [Blogs](/blogs/)
- [White Papers](/ebooks-whitepapers/)
- [Case Studies](/case-studies/)
- [Podcast](/events/podcast/#Podcasts)
- [Download case study](/case-studies/ai-based-dynamic-targeting-and-personalized-hcp-engagement-for-pharma-marketing/)
- [ConverseBot](/accelerators/#sales|conversebot/)
---
## Footer Links
- [Talk to our AI experts](/contact-us/)
- [AI Strategy](/enterprise-ai-strategy/)
- [Agentic AI](/agentic-ai-solutions/)
- [Generative AI](/generative-ai/)
- [AI Managed Services](/ai-managed-services/)
- [Responsible AI](/responsible-ai-in-enterprise/)
- [Advanced Analytics](/advanced-data-analytics-solutions/)
- [Data Strategy](/data-analytics-strategy//)
- [Data Engineering](/data-engineering/)
- [Data Management](/ai-data-management-services/)
- [Cloud Transformation](/cloud-transformation/)
- [DataOps](/data-devops/)
- [Forward Deployed Engineering](/forward-deployed-engineering/)
- [Data Visualization](/data-visualization-service/)
- [Automated Insights](/automated-insights/)
- [BI Migration](/bi-migration/)
- [Data Modeling](/data-modeling-services/)
- [Data Observability](/data-observability/)
- [CPG & Retail](/industries/cpg-analytics/)
- [Life Sciences](/industries/life-sciences/)
- [Banking & Financial Services](/industries/banking-financial-analytics-services/)
- [Insurance](/industries/insurance-reimagined-with-ai/)
- [Case Studies](/case-studies/)
- [Thought Leadership](/ebooks-whitepapers/)
- [Blogs](/blogs/)
- [Helios](/marketing-suite-helios/)
- [Stratos](/supply-chain-stratos/)
- [DataGuard](/data-quality-dataguard/)
- [Company](/about-sigmoid/)
- [Newsroom](/newsroom/)
- [Accelerators](/accelerators/)
- [Careers](/careers/)
- [Privacy Policy |](/privacy-policy/)
- [Cookie Policy](/cookie-policy/)