Conway MacKenzie Inc. has recently expanded its offerings with the launch of its Consumer Packaged Goods Advisory Services practice. Led by consumer packaged goods (CPG) veteran Mike Musso, the practice helps middle-market CPG companies and manufacturers grow and navigate the rapid change created by ever-shifting consumer demands, a globalizing economy, and an increasingly complex compliance and regulatory environment.

“Enormous changes are taking place at an unprecedented pace within the CPG industry,” stated Musso. “In an environment where consumers are continuously changing and retail customers are significantly more demanding, it is essential for CPG teams to continue to focus on accelerating their company’s performance while still taking care of daily demands and operations.”

Musso, a managing director based out of Conway MacKenzie’s Atlanta regional office, has more than 30 years of experience in the CPG industry as a senior operations, turnaround and restructuring executive. He has a “blue chip” consumer products foundation, having served in various sales and operations leadership positions at The Procter & Gamble Company, Pepsi-Cola and Frito-Lay. Musso is helping build the CPG Advisory Services team, which will comprise professionals who also have years of experience with large CPG projects.

With a focus on improving performance, clients of the CPG Advisory Services team also have access to Conway MacKenzie’s extensive expertise in turnaround management and transaction services. The firm helps deliver value to clients in these functional areas: sales and marketing excellence; brand and product management; new product development; category management; big data and advanced analytics; customer and revenue management, e-commerce and multichannel excellence; advertising and media plan development (i.e., digital, traditional); and emerging markets.

“We fill a gap in the middle market by providing experienced professionals who help CPG companies and manufacturers detect and resolve issues with a fresh look and hands-on approach,” added Musso. “We know that CPG is more than distribution, logistics and manufacturing. It’s about helping brands meet ever-changing consumer demand, navigating complex customer channels and driving operational excellence while keeping a critically important eye on innovation.”

Some of the issues that would lead CPG companies and manufacturers to seek help from advisors at Conway MacKenzie include lack of top-line and profitable growth; process challenges and inefficiencies; underperforming sales and marketing teams; new product failures and a lackluster innovation pipeline; ineffective marketing and media plans; disconnects with current customer channels and demands; poor promotion returns and lifts; and challenged customer relationships.

Conway MacKenzie Inc. is the premier consulting and financial advisory firm driving growth and creating value. Across industries and across the country, Conway MacKenzie delivers hands-on financial, operational and strategic services that help healthy companies grow and troubled companies get back on track.