Content Supply Chain Design
CPG brands face an explosion of content demand - thousands of SKUs, dozens of markets, hundreds of retail and digital channels, and consumers expecting personalized, relevant content at every touchpoint. Most brands manage this through fragmented agency relationships, creating duplication, inconsistency, and spiraling costs. Dr. Kurr's content supply chain methodology - developed through building end-to-end content operations at Boehringer Ingelheim - provides a systematic approach to designing modular, scalable content production operations. This includes content architecture design, production workflow optimization, quality governance, and performance analytics.
Digital Content Factory Setup
At Boehringer Ingelheim, Dr. Kurr built a Digital Content Factory as an offshore production center in India, creating a scalable content production capability that delivered content across global markets. The same model applies to CPG - building dedicated content production centers (offshore, nearshore, or hybrid) that produce high-quality content at scale with lower costs and faster turnaround than traditional agency models. Dr. Kurr helps CPG companies design, build, and launch digital content factories, including location selection, team structure, technology infrastructure, quality management, and transition planning from agency-dependent to in-house production.
Omnichannel Content Strategy
Consumers interact with CPG brands across an expanding set of channels - e-commerce platforms, social media, retail media networks, direct-to-consumer websites, in-store displays, and packaging. Delivering consistent, personalized content across all these channels requires an integrated content strategy and the operational infrastructure to execute it. Dr. Kurr's experience designing omnichannel engagement at Boehringer Ingelheim - coordinating content across field force visits, digital channels, email campaigns, and HCP portals - translates directly to the CPG context. The key is moving from channel-specific content production to a unified content operations model that feeds all channels from a single, modular content source.
MarTech and Content Operations Architecture
The technology stack underpinning content operations - DAM systems, content management platforms, creative automation tools, analytics, and distribution technology - can either enable or constrain content supply chain performance. Dr. Kurr helps CPG companies design content operations architecture that integrates technology, workflows, and governance into a coherent operating model. This includes vendor selection, integration architecture, capability assessment, and change management to ensure that technology investments translate into operational improvement rather than becoming expensive shelfware.