CPG performance Marketing Leaders

How to Vet Brand Builders vs. Performance Marketers in CPG

Hiring Advice

Time to read: 5 mins

Summary:
– Brand Builders vs. Performance Marketers: Brand builders focus on long-term loyalty and awareness, while performance marketers drive fast, data-driven growth.
– When to Hire Which: Early-stage brands prioritize performance marketers for quick ROI; established brands lean on brand builders to build lasting equity.
– Balanced Approach Wins: Combining both brand and performance expertise leads to stronger, more sustainable CPG growth.

UX-UI designer working with colors for a mobile app design and accessibility

The European Accessibility Act: What U.S. Companies Need to Know Before June 28

Hiring Advice

Time to read: 5 mins

Summary:
– EAA Overview and Legal Requirements: The European Accessibility Act (EAA), effective June 28, 2025, mandates digital accessibility for U.S. companies operating in Europe or serving European customers. Non-compliance can result in fines, legal action, and reputational damage.
– WCAG Standards as the Global Benchmark: Web Content Accessibility Guidelines (WCAG), developed by the W3C, provide universal standards for improving web accessibility. U.S. companies that serve international markets must adopt WCAG to avoid potential legal issues and meet growing accessibility expectations.
– Considerations for U.S. Companies: U.S. businesses must navigate the complexities of aligning U.S. and European accessibility standards, address the shortage of accessibility design talent, and take proactive steps like audits, compliance planning, and hiring accessibility professionals to ensure EAA compliance.