Jessyca Dewey is the Founder of The Y Collective, a social-first marketing agency specializing in purpose-driven, better-for-you CPG brands. With over 16 years in digital marketing, she helps brands connect content, paid and organic social, and influencer strategy to measurable growth and retail results. Jessyca's background includes VaynerMedia and Califia Farms, along with Webby and Shorty Award-winning work for L'Oréal. Raised in Central California, her approach is shaped by an early connection to agriculture, food equity, and authentic storytelling.

Social media can generate attention, but attention alone does not drive CPG growth. The real opportunity is connecting content to brand recall, retail performance, and long-term momentum. So how can brands move beyond followers and viral moments to make social media work harder for the business?

Jessyca Dewey, a seasoned digital marketing and social media strategist, believes the answer starts with focusing on sustained, meaningful growth rather than vanity metrics or one-off wins. Brands should create content with a clear strategic purpose, learn from what performs, and use those insights across both paid and organic social. Jessyca also emphasizes making retail messaging memorable, repurposing strong creative, and using AI as a tool without losing the human storytelling and authenticity consumers respond to. Ultimately, effective social strategy connects creativity, performance, and the customer journey to support real business growth.

In this episode of The Missing Ingredient, CJ Bruce sits down with Jessyca Dewey, Founder of The Y Collective, to discuss turning social media into real CPG growth. Jessyca shares how to measure meaningful results, connect paid and organic social, and build sustainable momentum beyond viral hits. She also explores AI, authentic storytelling, and the growing value of real-world content.

Luke Tierney is the Founder and CEO of Waypoint, a growth partner helping better-for-you consumer brands scale through data-driven e-commerce and Amazon strategies. He works with food, beverage, supplements, and CPG brands to improve profitability through stronger unit economics, marketplace positioning, advertising, and operations. Luke's e-commerce expertise grew from founding an immersion school in Colombia, where he developed the digital marketing skills that shaped his approach today.

Amazon has become a critical growth channel for many CPG brands, but success requires more than simply increasing ad spend or chasing higher sales numbers. Brands need to understand the systems behind profitable growth, from marketplace positioning to customer acquisition. So what does it take to build an Amazon strategy that creates long-term value?

Luke Tierney's answer is that brands need to treat Amazon as a profit driver, not just a marketing expense. As an Amazon growth strategist and e-commerce expert, Luke explains how brands can strengthen their foundation through better unit economics, stronger product positioning, and smarter advertising decisions. He emphasizes that sustainable growth comes from understanding margins, optimizing listings, and creating a balance between paid visibility and organic momentum. His insights provide a practical framework for brands looking to make Amazon a more effective part of their growth strategy.

In this episode of The Missing Ingredient, CJ Bruce chats with Luke Tierney, Founder and CEO of Waypoint, about how CPG brands can win on Amazon. Luke shares strategies for profitable Amazon growth, building stronger product listings, and creating more effective advertising systems. They also discuss organic ranking, AI search, and the future of brand discovery.

Nicole Malcolm-Manyara is the Founder and Principal at AG Brands, a boutique consultancy that helps growth-stage companies transform brand strategy into measurable business growth. With a career spanning senior marketing roles at Procter & Gamble, organicgirl, and Newman's Own, where she served as CMO, Nicole has modernized legacy brands, led rebrands, and driven innovation across the food, beverage, and personal care sectors. She holds an MBA from Stanford and brings deep expertise in brand positioning, consumer insight, and building consumer-centered brands that shape culture and drive impact.

Purpose can make a food brand more meaningful, but it cannot make a mediocre product worth buying twice. So when taste and mission are both central to the story, which one should lead?

For CPG growth strategist Nicole Malcolm-Manyara, the key lies in putting taste first and mission second. Mission can strengthen differentiation, she explains, but the product still has to justify the purchase and any premium, especially because consumers ultimately vote with their wallets. A compelling cause may earn attention, but a superior product experience is what gives a purpose-driven brand staying power.

In this episode of The Missing Ingredient, CJ Bruce is joined by Nicole Malcolm-Manyara, Founder and Principal at AG Brands, to discuss why taste must lead purpose-driven food brands. They explore how product superiority supports mission, how packaging can turn impact into tangible stories, and why repeat purchase matters more than promotional trial. Nicole also shares how brands can modernize without losing what loyal consumers already love.