Les Hamilton: 5 Moves Every CPG Brand Must Make Today

Episode Summary

In this insightful episode of the Caxy podcast, CEO Michael LaVista sits down with Les Hamilton, founder and CEO of CPG Integrated, to explore the challenges and opportunities facing emerging consumer packaged goods (CPG) brands. Hamilton brings a unique perspective to the conversation, having worked across the retail spectrum -- from buyer at Target to agency work at Emerson Group, and as chief revenue officer at an over-the-counter natural medicine company.

The discussion dives deep into the operational realities that small to medium-sized health and beauty brands face as they scale from startup to sustainable business. Hamilton explains how his fractional executive model addresses the critical gap between what growing companies need and what they can afford, offering senior-level expertise across five key business pillars: sales, marketing, supply chain, finance, and IT. The conversation reveals why many companies struggle with internal alignment and how proper planning across departments is essential before pursuing major retail partnerships.

Key Takeaways

• Operational readiness comes before sales growth -- Companies need solid supply chain and financial foundations before pursuing major retail partnerships
• Fractional executives offer cost-effective expertise -- Senior-level talent can be accessed at a fraction of full-time hire costs while delivering proven results
• Cross-departmental communication prevents costly friction -- Sales teams need to coordinate with supply chain before making commitments to major retailers like Walmart
• Multiple supplier relationships are essential -- Having secondary suppliers for bottles, caps, labels and other components protects against supply chain disruptions
• Values alignment matters in business partnerships -- Successful collaborations require shared integrity and belief in both the product and the people behind it
• Integration beats consultation -- Developing strategy AND helping execute it creates more value than just providing recommendations
• Growing companies face predictable sticker shock -- The gap between needing senior talent and being able to afford traditional hiring models creates opportunities for innovative solutions

Notable Quotes

"We've got to be successful internally before we can be successful externally. And so really that communication piece that is paramount for any of this to work."

"I didn't want to be consultants, right? I wanted to have my senior level executives come in, develop the strategy and then help you execute the strategy along the way. I didn't want to just say, hey, here's what you got to do. I'm out of here."

"If you are not aligned, or if CPG integrated is not aligned with the company from an integrity standpoint, from a morals value standpoint, because I am very much a relational people person, then I don't think it's going to be very good fit."

"Sometimes you get that clash between sales and supply chain. It's like, you know, hey, we just got Walmart and supply chain is like, we can't supply that. You know, we don't have the raw materials we didn't buy."

About the Guest

Les Hamilton is the founder and CEO of CPG Integrated, a fractional executive firm specializing in health and beauty CPG brands. His diverse background spans the entire retail ecosystem -- from his early days as a buyer at Target, where he developed a passion for helping emerging brands break into the industry, to agency work at Emerson Group, and most recently serving as chief revenue officer at Highlands, an over-the-counter natural medicine company. This comprehensive experience across retailer, agency, and manufacturer perspectives gives Hamilton unique insight into the challenges facing growing CPG companies and the operational excellence required for retail success.

Topics Discussed

• The fractional executive model for growing CPG companies
• Five key business pillars: sales, marketing, supply chain, finance, and IT
• Why operational readiness must precede major retail partnerships
• Supply chain challenges and the importance of backup suppliers
• Managing cross-departmental friction in growing companies
• The transition from startup to scalable business operations
• How major retailers like Target and Walmart identify emerging brands
• The difference between consultation and integrated execution
• Values alignment in business partnerships and client selection
• Cost-effective alternatives to traditional senior-level hiring
• Master broker networks for CPG distribution
• Planning and communication strategies for retail success