Jossue AlcaláCreate and Build

CPG strategy · Growth

Come Verde

A media and brand operating system for a CPG business connecting strategy, activations, marketplaces, and applied AI.

Contribution
As Chief Ecommerce Manager, I lead ecommerce and media, coordinate with Brand and Commercial teams, and design systems for planning, activation, and learning.
Focus
Meta Ads · Google Ads · YouTube
CPG growth systemCome Verde

01 / The challenge

Understand the business before designing the solution.

Come Verde sells healthy snacks through physical retail and marketplaces, where brand building and shelf velocity require a different logic from DTC ecommerce.

Align brand, media, and measurement around mental availability, distribution, and consumption occasions without reducing strategy to a direct-sale metric.

02 / The approach

A clear direction for product, experience, and operations.

  1. 01

    Separate brand building, tactical activations, and marketplace performance.

  2. 02

    Align geotargeting and creative with distribution, seasonality, and commercial goals.

  3. 03

    Use AI to accelerate briefs, variants, and synthesis inside a strategy defined by the team.

03 / What I delivered

From product judgment to a solution the team can use.

  • Digital media way of work.
  • Activation playbooks, channel matrix, and consumer profile.
  • Growth OS with scorecards, reporting, experiments, and AI-assisted strategy.

04 / Signals

Evidence translated into visual reading.

CV-MIX

Digital budget layers

Way of Work investment framework — methodological shares, not amounts.

  • Brand building75%

    Mental availability; long flights; reach & frequency.

  • Tactical activations20%

    Promo, launch, geotarget to chains with stock.

  • Performance / marketplaces5%

    Amazon/ML spillover; never at brand’s expense.

Documented ranges ~70–80 / 15–25 / 5–10; chart shows range midpoints.

CV-ROL

Brand → AI → Media flow

Claude executes against guardrails; human validation is a checkpoint, not an afterthought.

  • Brand and commercial inputs20%

    Product, target, occasion, chain, objective.

  • Brand strategy layer (Claude)25%

    Brief, copy, tone, hooks with guardrails.

  • Human validation20%

    Internal review plus leadership approval.

  • Creative production15%

    On-brand assets for each format.

  • Media amplification20%

    Buying, targeting, delivery reporting.

Relative operating-flow weights; not headcount or budget.

CV-MED

Measurement across three horizons

Useful substitutes when in-store ROAS is not visible in ad platforms.

  • Early signals35%

    Reach, frequency, VTR, engagement.

  • Intent35%

    Brand and brand+retailer search lift.

  • Velocity30%

    Sell-out / test & control with Commercial.

Reading framework; no published time series.

05 / Outcome

What the project put in place.

  • A CPG-specific operating model distinct from a DTC playbook.
  • Clearer decisions and roles across Brand, Media, Commercial, and applied AI.

Principles applied

  • Brand before tactical optimization.
  • Distribution before empty reach.
  • AI aligned with human strategy.

06 / Technology

A stack selected for the solution.

  • Meta AdsMeta Ads
  • Google AdsGoogle Ads
  • YouTubeYouTube
  • TikTokTikTok
  • Amazon Ads
  • Mercado Libre Ads
  • OdooOdoo
  • ClaudeClaude
  • Google DriveGoogle Drive
  • Looker StudioLooker Studio

Next step

Let’s build a growth system connecting brand, retail, and useful measurement.

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