Taking a stand for your brand – meet Shany, CPG Manager at Wolt

Shany Cohen had years of experience under her belt driving the success of the biggest local and global brands in her home market, so when Wolt came calling and asked if she wanted to shape the future of retail media – but from a slightly different perspective – it was an easy decision to join the fast-growing, global Wolt Ads team. She sat down to tell us all about how she came to Wolt, the critical role played by Consumer Packaged Goods (CPG) Managers, and what's next for this exciting part of the business. Let’s dive in 🚀

Hello 👋 Tell me a little bit about yourself and what you do at Wolt?

Hi! I’m Shany, and I’m currently a Brand Ads Lead, or what we often call CPG Manager, at Wolt. In a nutshell, I focus on accelerating the growth of our Consumer Packaged Goods (CPG) partners through innovative retail media solutions.

I have close to 10 years of experience in retail and CPG companies, and a deep background in commercial partnerships with brands. This role allows me to combine my passions for brand building, commercial strategy, and creative execution!

What’s your origin story, and what got you interested in Wolt? How has your experience been so far?

I have a degree in economics. Before Wolt, I worked at companies including the Schestowitz Company, which is a leader in importing, marketing, and distributing international brand-name consumer goods. So, I have experience working with multiple leading brands, both globally and locally.

What drew me to Wolt was the combination of tech innovation and local relevance. I loved the idea of working for a company that moves fast, experiments boldly, has no bureaucracy, and always puts the customer experience first.

I love it here, and it’s been quite a ride! When I joined, we had around 30 people in the retail department, and that number is now around 70. And we’re still growing! From day one, I felt the energy, the ambition, and the kindness that define Wolt’s culture. I’ve grown professionally, built strong relationships, and worked on projects I’m truly proud of.

Right, got it! So, let’s turn to Wolt Ads – what is its mission?

The Wolt Ads team wants to help brands reach their target audiences in smarter, more effective ways — both on and off the Wolt platform. In short, we’re on a mission to help our partners grow. Our goal is to create meaningful value for every player in the ecosystem:

For our merchants, who benefit from brand-funded campaigns that drive free deliveries and enhanced visibility.
For our customers, who enjoy added value through exclusive offers and brand-sponsored benefits.
And for the brands themselves, who gain targeted, relevant exposure that drives both sales and brand differentiation.

We offer solutions that are deeply embedded in the customer journey so that businesses can reach consumers at the point of purchase, creating a seamless, relevant shopping experience. And we can do it all by leveraging Wolt’s platform, data, and media assets to deliver real, measurable results. This is retail media at its most dynamic, effective, and innovative form.

And within Wolt Ads, what exactly is a CPG Manager?

We’re the ambassadors of the brands within Wolt, and at the same time, we’re Wolt’s ambassadors to the brands. This means we constantly balance different interests, ensuring that every side — the platform, the brands, and the users — walks away satisfied and has gained something.

CPG Managers are strategic advisors, campaign managers, and growth drivers — all rolled into one. Our core mission is to help our partners succeed by deeply understanding their goals, building tailored media strategies, and delivering measurable impact through data-driven execution.

“Our core mission is to help our partners succeed by deeply understanding their goals, building tailored media strategies, and delivering measurable impact.”

How does all this translate into what you do on a daily basis?

Day-to-day, I’m the bridge between the Wolt platform and our brand partners — both global and local. I work closely with exciting CPG companies like Unilever and Coca-Cola Company to plan, execute, and optimize impactful media campaigns that support their goals, whether it's brand awareness, conversion, or long-term customer loyalty.

I see myself as a true partner to the brands — not just a media seller. I work to understand their business objectives, challenges, and customer dynamics, and then we co-create campaigns that make sense for both sides. It's very relationship-driven, and there’s a lot of trust involved, which I really value.

One day I’m diving deep into campaign performance data, another day I’m brainstorming creative activations with a brand, the next I’m aligning with product and analytics teams to improve our tools and processes. And then on other days, I’m reviewing legal approvals related to food regulation and compliance. Truly, no day is the same in this role!

“I see myself as a true partner to the brands. I work to understand their objectives and challenges, and we co-create campaigns that make sense for both sides.”

The role sounds like it’s more than “just” campaign planning, right?

Exactly. It’s a constant blend of strategic thinking and hands-on execution. I also get to collaborate closely with a wide range of teams.

This collaboration – both within Wolt and with our external partners – is something I truly love about my job. It’s fast-paced, highly professional, and grounded in mutual respect. What makes it exceptional is that everyone is aligned around a shared goal: solving challenges together and creating real, tangible value for all stakeholders — our users, our partners, and the business.

It's an environment where great ideas move quickly, execution is sharp, and collaboration fuels innovation. 🚀

That sounds dynamic! Now that I understand the role, what does one need to be a successful CPG Manager at Wolt?

You need to be curious, adaptable, and deeply collaborative. Someone who thrives on building relationships, loves working with data, and isn’t afraid to take initiative will do great here.

You need to be creative. Be optimistic. Always try and believe you can succeed. Work well under pressure and be prepared for challenges in a tough environment. When someone closes the door on you, you sometimes have to come in through the window!

If you’re passionate about retail media, think both creatively and analytically, and enjoy being hands-on, this role is for you.

And what about Wolt as a company, and its culture?

What I enjoy the most is the sense of ownership and impact. I know my manager trusts me. At Wolt, your voice matters, your ideas are heard, and what’s exciting is that you can see the results of your work almost immediately in the app. The speed and scope of learning are also unique. Wolt now operates in over 30 countries and over 1000 cities around the world. So I can look at how Wolt operates in other countries, see how they do things differently, and learn from that.

It’s exciting and incredibly fulfilling, and no two days are ever the same. And honestly, I have a lot of fun! The team spirit is amazing, and we celebrate wins together. 💙

“At Wolt, your voice matters, your ideas are heard, and what’s exciting is that you can see the results of your work almost immediately in the app.”

Very cool indeed! Last question: Why is now the time to join the Wolt Ads team?

Because we’re just getting started. The Wolt Ads team is growing rapidly, and we’re building capabilities that will define the future of retail media in our markets. We’ve built In-App ads, launched a self-service advertising platform, and are working hard to launch options also outside the app. In our team, we can truly influence things from the ground up.

This is an exciting and complex field, and by joining us, you’ll get a rare chance to help shape the product, offering, and the way that brands interact with customers — all while working in a global, fast-growing company that truly supports you. So it’s a truly exciting time to join us!