Arielle Kouffman 2/12/26 Arielle Kouffman 2/12/26

Measurement: When the Data Moves, What Changes?

Early in my CPG career, a 0.6-point share dip after a major launch sent me into two weeks of scenario modeling.

The business wasn’t broken. But we were treating a lagging metric like an operational lever.

That experience shaped how I think about measurement in annual planning.

Measurement isn’t reporting. It’s enforcement.

Arielle Kouffman 2/10/26 Arielle Kouffman 2/10/26

OGS(P)T: The Planning Framework with a Spine

Every planning cycle, teams align on growth. Then the first efficiency conversation quietly rewrites the strategy — and innovation gets cut first. Here's the framework that forces you to decide what matters before the metrics do.

Arielle Kouffman 2/4/26 Arielle Kouffman 2/4/26

Moneyball for Marketers: The Conviction Layer

Arielle Kouffman 1/26/26 Arielle Kouffman 1/26/26

The 5 Insight Decks you Absolutely Need to guide your strategy for scaling CPG brands

Most CPG brands skip consumer insights because they think it requires a Fortune 500 budget—but you can get 70-80% of the way there with five foundational decks built scrappily. Here's how to stop making six-figure bets without knowing who you're actually selling to.

Arielle Kouffman 1/14/26 Arielle Kouffman 1/14/26

What Managing a Declining Brand Taught Me About Audits. Hint: Not Optimism.

I got promoted to manage a declining brand in year 3 of YoY losses.

Not glamorous. But it taught me more about marketing than any winning brand ever could.

Here's the audit framework that found a 40% distribution increase.

Arielle Kouffman 12/4/25 Arielle Kouffman 12/4/25

How to Build a Performance-Driven Influencer Program That Scales

Most influencer programs rely on luck, not strategy. This breakdown shows how I transformed one organic creator win into a repeatable, performance-first growth engine using affiliate validation, whitelisting, and selective creator partnerships.