Georgia-Pacific SVP of CPG marketing and CX Laura Knebusch

After 12 years at Georgia-Pacific, Laura Knebusch last year worked her way up to lead the marketing department for the paper company’s consumer products division, overseeing household brands such as Brawny, Dixie and Quilted Northern.As part of her remit overseeing marketing and customer experience, she’s modernized the department by bringing in-house functions such as content, analytics and mar tech, and shifting investment toward digital and social media. At the same time, as consumers began shopping more for consumer staples online during the pandemic, Knebusch has pushed Georgia-Pacific’s brands further into e-commerce and retail media. In this episode, Knebusch chats about leading transformation at a nearly 100-year-old organization and what the future looks like as new technologies such as generative AI enter the picture.Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts.  campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.  What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.