Know-How Exchange : Branding

The only CPG I know is...

Consumer Packaged Goods

Good luck with the job hunt...

I personally don't have CPG experience so I may not be the best person to answer this. But I'm up in the middle of the night and I'm probably a lot like you so here goes...

CPG is "Consumer Packaged Goods", and refers to companies such as Proctor & Gamble (P&G), Kimberly-Clark, Nestle, i.e. companies that manufacture and distribute packaged goods to the consumer market. P&G is the ultimate CPG company and basically invented the concept. CPG companies are often recognized as being the world's best marketers.

Generally, hiring companies like CPG experience because CPG companies are so good and so disciplined at marketing, especially brand management and product management.

CPG experience suggests that you have a rich, thorough background in understanding consumers (e.g. how to segment them, identifying needs, what makes them buy) and that you have a disciplined approach to marketing (e.g. good market research skills, how to write a marketing plan, how to create unique sellng propositions, understanding of how to package, knowledge about trade marketing, how to run test marketing programs and trials). It generally also means you understand product and brand management extremely well and from the perspective of a CPG company.

Sometimes I've met people with CPG experience who are more like "suits" (or large company politicians) but in general, most CPG'ers are extremely smart and capable. They have learned to focus on the customer relentlessly and they can offer a lot to companies who need more customer focus.