When growth stalls in CPG and consumer products, it’s tempting to jump straight to a solution. More media spend. New packaging. A big promotional push. The thinking is: if we just fix this one thing, sales will rebound.

But what if the real problem isn’t what you think it is?

Landing on the shelves of Sephora, Ulta, or Target is a major milestone for beauty brands—one that signals mainstream success. Yet, with thousands of beauty brands in the market, competition for space in these retailers is fierce. In the race to secure big-box distribution, emerging brands often overlook a powerful growth partner: small independent retailers.

For consumer products marketing leaders, cross-functional collaboration is crucial for achieving business success. Explore the five key executive partners that comprise this Fractional CMO’s Dream Team, and learn how their combined expertise drives strategic growth and operational excellence.

If you're at the point where your business is poised for substantial growth, consider the strategic advantage of bringing a seasoned brand marketer into your leadership team.