In this episode of The Orita Podcast, Aaron Schwartz talks to Lucas Ballasy, CEO of Barrel, a digital partner helping omnichannel CPG brands build meaningful, connected experiences across every channel. From shaping enterprise CPG ecosystems to elevating fast-growing consumer brands, Lucas brings a rare mix of design roots, human-first leadership, and real-world operator wisdom.

They discuss:

• AI search (AEO/GEO): the future of discoverability and why CPG brands must shift from keyword hacks to solving real customer jobs-to-be-done

• Your digital flagship: Why a CPG brand’s website anchors the entire omnichannel ecosystem (DTC, retail, POS, B2B, marketplaces)

• Talking to customers: The lost art that unlocks product, messaging, and brand education across all channels

• Human-first leadership: How culture, clarity, and communication shape modern agency teams

• Marketplaces that matter: How CPGs can win on Amazon without undermining their owned digital presence

• Subscription + loyalty for CPG: When to bundle, when to specialize, and how to create programs customers actually value

• What’s next for CPG brands: Crafting connected digital-to-retail journeys that drive growth, retention, and brand love

If you’ve ever wondered how top CPG brands stay loved and scalable in 2025’s chaos, this one’s for you.

👥 Meet the guest Lucas Ballasy, CEO, Barrel

🎙 Hosted by Aaron Schwartz, Co-Founder & Co-CEO, Orita.ai

🎧 Chapters [00:00] Meet Barrel: The Agency Powering Today’s Top CPG Brands [02:35] Lucas’ Leadership Playbook: How to Build Humans-First Teams [05:09] Inside Barrel’s CPG Blueprint: What Winning Brands Do Differently [07:31] Why Talking to Your Customers Is a Growth Superpower [10:42] Amazon, DTC, Retail: Crafting a Marketplace Strategy That Works [14:15] Unboxing Matters: How Packaging Shapes the Customer Experience [17:58] Subscriptions & Loyalty: The Programs That Actually Build Retention [19:37] Let the Data Speak: Smarter Decisions, Better Brands [22:36] AI Search Is Here: How AEO Changes Everything [26:38] Lucas’ Closing Advice for CPG Founders & Operators

🌐 Check out Orita.ai for more episodes of The Orita Podcast, where we sit down with the most interesting operators, marketers, and founders in e-commerce to talk about what’s working right now. Hosted by the Orita team. Orita uses machine learning to help brands send smarter, more profitable marketing, by figuring out who actually wants to hear from you and when.

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