Scaling a Startup Brand from Being at General Mills with Sarah Leinberger

The CPGGUYS are joined in this episode by Sarah Leinberger. Sarah is an ex-colleague of Sri from General Mills. She recently switched to leading marketing and brand management at a startup Yoobi. She is active on the brand speaking circuit from Cannes Lions to Adweek and more. This episode is a recap of how she made the jump, what it takes in a very small environment and how she is laying the path for brand share gains.

Follow Kim Cox on LinkedIn at: https://www.linkedin.com/in/sarahzehrerleinberger/
Follow Yoobi on LinkedIn at: https://www.linkedin.com/company/yoobi-llc/
Follow NIQ online at: https://yoobi.com/

Here's what we asked her : 

1. Sarah, what's the Yoobi story? What was the consumer problem it solves? In a crowded market, how does Yoobi uniquely stand out to shoppers, retailers, and partners?
2. In your own journey from some of the largest companies and brands to a startup - what’s the biggest change you are experiencing?
3. How are you folks approaching distribution and retail media to scale Yoobi in 2025 and beyond?
4. How is Yoobi leveraging digital shelf, DTC, or omnichannel touchpoints to stay close to consumers?
5. As a marketer, how do you see AI
6. As a growing brand, how do you balance investments in media versus broader awareness-driving channels?
7. How are Gen Z and younger cohorts influencing Yoobi’s product innovation, brand voice, or community building?
8.  What role does sustainability, inclusivity, or brand purpose play in Yoobi’s DNA?
9.  What’s your vision for marketing for Yoobi by 2026? What does success look like?
10. For those transitioning from large brands to follow your path, what advice would you give to emerging CPG entrepreneurs looking to navigate retail, media, and consumer demands today?

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Lara Raj in Katseye: https://www.katseye.world/

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