Consumer Packaged Goods brands operate at scale, speed and margin sensitivity.

Growth is driven by distribution, brand strength and operational discipline, yet many CPG businesses struggle to adapt to changing consumer behaviour, fragmented media, and increasing pressure from retailers and private label.

Hitsuzendo works with leadership teams in CPG and FMCG businesses to provide senior marketing and growth leadership that bridges brand strategy, commercial execution and go-to-market clarity. The focus is on strengthening brand value while driving sustainable, profitable growth across channels and markets.

In CPG, success is rarely about more activity. It is about sharper positioning, better prioritisation and clearer leadership decisions.

Where we typically help

CPG and FMCG brands often face complexity created by scale rather than lack of opportunity. Common challenges include:

• Weak or diluted brand differentiation in crowded categories
• Over-reliance on promotional activity and price-led growth
• Tension between brand investment and short-term sales targets
• Fragmented execution across markets, regions or retailers
• Difficulty adapting to DTC, digital commerce and new routes to market
• Launching innovation without clear commercial impact
• Aligning marketing, sales and commercial teams

These challenges sit at the intersection of brand, growth and leadership.

How Hitsuzendo supports

Support is tailored to the brand portfolio, category and market structure, but typically includes:

• Brand and portfolio clarity: sharpening positioning, architecture and brand roles
• Go-to-market strategy: aligning routes to market, channel roles and growth priorities
• Commercial alignment: connecting brand investment to sales, distribution and margin outcomes
• Senior decision support: guidance on innovation, expansion and trade-offs
• Execution discipline: ensuring consistent brand delivery across markets and partners

The aim is to move from fragmented activity to coordinated, commercially effective growth.

Who this is for

• Established CPG and FMCG brand owners
• Multi-brand and portfolio businesses
• Category leaders under competitive or margin pressure
• Businesses expanding into new markets or channels
• PE-backed consumer goods companies

Engagement models

• Executive Calls for targeted leadership decisions
• Fractional CMO retainers for embedded senior oversight
• Training & workshops to align teams across brand, sales and marketing

CPG brands benefit most from senior support when growth decisions need to balance brand equity, commercial performance and long-term value.