The CPG Guys are joined in this episode by Sean Summers, EVP Mercado Ads & CMO at Mercado Libre. Founded in 1999 and headquartered in Buenos Aires, Argentina, Mercado Libre is Latin America’s leading e-commerce technology company. Through its primary platforms, MercadoLibre.com and MercadoPago.com, it provides solutions to individuals and companies buying, selling, advertising, and paying for goods online.
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Sean answers these questions:
- How is Mercado Libre evolving its marketing strategy to support the CPG category’s digital expansion across Latin America?
- What role does Mercado Libre marketing play in shaping omnichannel experiences—especially for CPG brands—across your marketplace, app, and media network?
- How do you support CPG brands in activating precision targeting and attribution on your platform?
- What shifts have you observed in online consumer behavior within the CPG space in LATAM post-pandemic, and how is Mercado Libre positioned to capitalize on these changes?
- How are you leveraging personalization and dynamic creative to enhance relevance in media for your CPG advertisers?
- What measurement frameworks do you use to assess CPG campaign effectiveness—especially at the lower funnel—and how transparent is that to brand partners?
- Can you share how emerging technologies, such as AI, are being integrated into your media offerings to optimize targeting and creative?
- How does Mercado Libre collaborate with CPG manufacturers directly versus working through commerce acceleration agencies like Flywheel?
- How do you keep your team and partners aligned with fast-moving trends in omnichannel commerce and retail media—especially in the CPG domain?
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