Elissa Shewmaker, Principal & Founder

I have 25+ years of CPG experience, from Fortune 100 companies to high-growth startups. I’ve been an individual contributor building the analytics stack, and I’ve built category management teams from the ground up. I know what it takes to move from just “having the data” to using it well.

I’ve also seen a lot of mistakes.

My experience spans point-of-sale, panel, and shopper loyalty data and has put me across the table from every major U.S. retailer, leading category captaincies, line reviews, and executive strategy sessions. I understand the data, but more importantly, I understand how to use it to influence retailers and drive better commercial decisions and strategy.

I’ve seen enormous change in CPG in my career. However, the fundamentals remain the same: great brands still win by understanding their consumers and meeting shoppers where they are, whether it’s a brick-and-mortar retailer or TikTok.

What is changing quickly is what’s possible. AI and advanced, granular data sources are creating new ways to understand the business and make decisions faster than ever. Brands that don’t adapt quickly will eventually fade from the conversation.

That intersection of experience, commercial judgment, and what’s next is where I do my best work.