Active Marketing Group

What Active Marketing Group does

Active Marketing Group, Inc. (AMG) is a privately held, selective CPG marketing and brokerage firm founded in 1988 and headquartered in Destin, Florida. The firm operates as an extension of brand partners' internal teams, providing sales strategy, headquarter account management, business intelligence, merchandising, forecasting, competitive analysis, and product development across brick-and-mortar and digital commerce channels in the US and Canada. Its current brand portfolio is intentionally small and includes WaterWipes (exclusive North American sales partner since 2013), Rubies Costumes (32-year relationship), Else Nutrition, Humble Brands, Blender Bites, and Eshbal Functional Food.

AMG's core service lines are Brick & Mortar Retail Services and Digital Commerce Services, spanning the full go-to-market lifecycle from brand onboarding through data-driven plan adjustment. The firm relies on an integrated technology ecosystem that includes retailer portals (Walmart Retail Link/Luminate, Target Partners Online, Walgreens SupplierNet) and third-party BI tools (Nielsen, 84.51° Stratum, SAP, QuickBase, SVHarbor, ECRM, Range.me, SupplyPike). AMG does not disclose proprietary AI/ML capabilities; its differentiation rests on relationship depth, retailer access, and senior practitioner experience rather than technology IP.

AMG generates revenue through brokerage and transaction fees earned on the placement and sale of brand partners' products across major US and Canadian retailers. Its go-to-market is sales-led and relationship-driven, supported by referral momentum from existing partners and senior client endorsements. The leadership team is compact (Todd Grisoff, President; Cheri Hawes, CFO; Jason Shrewsbury and Margie Smiley as VPs for national retail and Walmart), with the broader staff sized at 11-50 employees. The firm is independently owned with no disclosed institutional investors, parent company, or subsidiaries.

Name

Active Marketing Group

Legal name

Active Marketing Group, Inc.

Website

https://activemarketinginc.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Active Marketing Group is a privately held, selective CPG marketing and brokerage firm that places brand partners' products across US and Canadian retailers, providing sales, account management, merchandising, and digital commerce services on a transaction-fee basis.

Ownership category

akta.pro rank

Product category

Retail Brokerage and CPG Brand Marketing Services

NAICS

Wholesale Trade Agents and Brokers (4251), Advertising Agencies (54181)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Sales Promotion Management (Coupons, Rebates, Sampling, Sweepstakes) (MPAAAJAE)

Keywords

• Retail brokerage services
• CPG brand marketing
• Retail account management
• Digital commerce services
• Consumer packaged goods

Headquarters

HQ city

Destin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Brokerage and Marketing Fees: AMG earns revenue as a marketing and brokerage firm by promoting and distributing brand partners' products to retailers across the US and Canada. The company operates as an extension of supplier teams, generating fees through successful placement and sales performance with retail accounts.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Active Marketing Group is a selective retail brokerage and brand marketing firm that partners with a small portfolio of CPG brands to promote and distribute their products across brick-and-mortar and digital retail channels in the US and Canada. AMG operates as an extension of each brand's own team, delivering headquarter sales strategy, syndicated-data business intelligence, account management, forecasting and order management, competitive analysis, merchandising, and e-commerce services including listing optimization, advertising management, brand-store development, and 3P fulfillment.

Product overview

Active Marketing Group (AMG) operates as a selective food marketing and brokerage firm serving the North American retail market (United States and Canada). The company offers two integrated service pillars: Brick & Mortar Retail Services (headquarter sales, business intelligence, account management, merchandising, product development) and Digital Commerce Services (e-commerce account management, listing optimization, advertising, brand store development). The service portfolio spans the full brand lifecycle from onboarding through data-driven plan management. AMG maintains selective partnerships with distinctive brands including WaterWipes (baby care), Else Nutrition (plant-based infant nutrition), Humble Brands (personal care), Rubies Costumes (seasonal costumes), Blender Bites (frozen foods), and Eshbal Functional Food (gluten-free foods), providing sales, marketing, and distribution support across major retail channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Brick & Mortar Retail Services Full-service retail sales and strategy support for CPG brands including headquarter sales, business intelligence through syndicated data, account management support, forecasting and order management, competitive analysis, merchandising, and product development.
• Digital Commerce Services Full-service e-commerce account management for CPG brands including listing optimization, advertising management, product detail and brand store development, and operational solutions including third-party fulfillment.
• Brand Onboarding & Market Strategy Comprehensive brand integration services including understanding brand landscape, competitive analysis, and collaborative go-to-market strategy development for new CPG partners.
• Plan Execution Services Customer-specific go-to-market strategy development, customized presentations, and meeting coordination and management for CPG brand partners at retailer headquarter meetings.
• Data Analytics & Management Sales data analysis using advanced software tools that provide actionable insights, with strategies adjusted based on data to stay agile and responsive to market shifts across retailer accounts.

Quantifiable outcome

• WaterWipes became the top-selling premium baby wipe in the US under AMG's exclusive North American sales partnership since 2013
• +2 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• Eshbal Functional Food Inc.coreChannel Partner/ Reseller/ Distributor · 5 November 2025AMG signed with Eshbal Functional Food Inc. to serve as its U.S. food broker to scale distribution of gluten-free products. This marks Eshbal's first major entry into the U.S. market, with AMG promoting and distributing Eshbal's products including gluten-free pita bread, instant creams, toppings, and crackers. Eshbal also granted AMG performance equity as part of the partnership.
• WaterWipesflagshipChannel Partner/ Reseller/ DistributorAMG has been the exclusive North American sales partner for WaterWipes since its U.S. launch in 2013. AMG drives robust sales growth through strategic marketing initiatives, managing retailer relationships, analytics, and consumer insights, helping WaterWipes become the top-selling premium baby wipe in the US market.
• Else NutritioncoreChannel Partner/ Reseller/ DistributorSince 2021, AMG has been pivotal in driving Else Nutrition's impressive US growth, executing strategic branding initiatives, managing retail partnerships, and consumer education, helping Else become a leader in plant-based infant nutrition and secure its place on the US stock exchange.
• Humble BrandscoreChannel Partner/ Reseller/ DistributorAMG began its partnership with Humble Brands in 2021. AMG's deep understanding of consumer trends and retail strategies has driven significant growth in the US market, positioning Humble as a leading brand in the natural deodorant and personal care space, with focus on sustainability, simple ingredients, and eco-friendly packaging.
• Rubies CostumesflagshipChannel Partner/ Reseller/ DistributorOver 32 years, AMG played a crucial role in transforming the Halloween costume industry and helping Rubies become the world's largest Halloween manufacturer. Through effective marketing and retail partnerships, AMG established Rubies as a dominant force in the global costume market.
• Blender Bites Inc.minorChannel Partner/ Reseller/ DistributorBlender Bites partnered with AMG to launch in the United States. Chelsie Hodge, Founder & CEO, stated that AMG brings know-how and strong guidance to navigate growth initiatives, and together they will build the Blender Bites brand strategically.
• Walmart (Retail Link)coreTechnology or IntegrationWalmart Retail Link is a central source for information, documents, reports, and applications used to manage business with Walmart. It is also how Walmart monitors its suppliers. AMG uses this platform to manage Walmart account relationships and performance.
• Walmart (Walmart Luminate / Scintilla)coreTechnology or IntegrationWalmart Luminate (via Scintilla) is transforming the way suppliers and merchants collaborate, providing insights that AMG leverages for brand partners selling into Walmart.
• Target (Partners Online)coreTechnology or IntegrationPartners Online is the web portal where vendors selling into Target can extract reports on retail sales data and performance. AMG uses this portal to manage Target account relationships.
• Walgreens (SupplierNet)coreTechnology or IntegrationWalgreens SupplierNet is the main channel of communication with suppliers, containing company policies, procedures, and supplier performance metrics. AMG uses this platform to manage Walgreens account relationships.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Advantage Solutions: NASDAQ-listed sales and marketing services company providing CPG brokerage, retail merchandising, and in-store execution across North America. Comparable to AMG as a CPG broker, but operates a much larger, line-list volume model versus AMG's selective portfolio approach.
• SPAR Group: Public field marketing and merchandising services firm providing in-store execution, resets and retail audits for CPG brands and retailers. Comparable to AMG on the merchandising and retail-execution functions that complement brokerage work.

Direct peers

• CROSSMARK: US CPG retail services and brokerage firm (now part of Inmar) offering headquarter sales, retail merchandising, and digital commerce services. Directly competes with AMG on full-service CPG retail account management for North American grocers, mass, and drug channels.
• Acosta: Long-standing North American CPG sales and marketing agency offering retail brokerage, category management and digital commerce services. A direct competitor to AMG on the full-service CPG broker value proposition across US retail.
• Daymon (Daymon Worldwide): Retail broker focused on private-label development, category management, and brand brokerage across North America retail. Comparable to AMG as a CPG broker, with stronger emphasis on private brand services.
• The Diligent Group: US sales and marketing agency specializing in CPG broker representation, headquarter sales, and retail execution. Compares closely to AMG on the selective, brand-focused broker model serving growth-oriented CPG brands.
• Pacific Rim + Atlantic: North American natural and specialty products broker representing CPG brands into mainstream grocery, mass and natural channels. Direct peer to AMG's work with brands like Humble Brands and Eshbal in natural/specialty CPG distribution.
• 6 Degrees Marketing: National CPG brokerage and sales agency placing emerging and mid-size brands into US retail. Similar to AMG in serving a small portfolio of differentiated brands with dedicated headquarter sales and account management.
• S2S Group: Predictive brand execution firm combining retail broker representation with AI-driven sales and category management. Comparable to AMG as a CPG broker leveraging data and category insights, with a broader service menu and technology tilt.

Emerging players

• Repsly: Retail execution and field activity management SaaS used by CPG brands and brokers to plan, execute and measure in-store merchandising. Overlaps with AMG's data-driven retail execution services as a technology layer serving similar broker and brand workflows.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/active-marketing-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Active Marketing Group