When Purdue Daniels School of Business student Kate Fitzsimmons joined Advantage Solutions as a summer intern, she didn’t just get a closer look at the consumer-packaged goods (CPG) industry — she discovered a new passion. Working across retail sectors, emerging technologies and innovation projects, Fitzsimmons immersed herself in the dynamic world of CPG strategy and retail transformation.
Advantage Solutions Inc. provides business solutions to CPG companies and retailers across North America, Europe and the Asia-Pacific region. Its three business segments — Branded Services, Experiential Services and Retailer Services — span everything from marketing and analytics to sales enablement and in-store experiences. Fitzsimmons joined the company’s enterprise growth team, a cross-functional group connecting retail divisions to identify industry trends and opportunities for innovation.
“Through the Advantage Solutions internship program, I got really strong exposure to the CPG industry at a high level,” says Fitzsimmons, a junior majoring in finance and general management. “My role within the enterprise growth team allowed me to explore branding, supply chain, sales and technology across the company and with their variety of clients. Getting this exposure gave me the tools to discover the diverse range of focuses and depth that Advantage Solutions holds within the CPG consulting industry.”
That breadth of experience helped Fitzsimmons appreciate the complexity behind the products consumers see every day. “My biggest takeaway was discovering how complex the CPG industry is and all that goes into successful marketing, consumer analytics, development and growth of brands,” she says.
One of her most exciting projects was a capstone focused on the “store of the future,” examining how augmented and virtual reality could transform both operations and the shopping experience. She also contributed to AI initiatives exploring how emerging technologies might be applied to Advantage’s business and the broader retail ecosystem.
“Kate was an invaluable part of the growth team during her internship over the summer,” says Dan Wallace, vice president of growth initiatives at Advantage Solutions. “She approached all her work with relentless curiosity and excitement and left no stone unturned in her work. We were so happy to have her take part in the Advantage internship program.”
In her day-to-day work, Fitzsimmons honed both analytical and communication skills — two pillars of success in consulting and strategy. “I got to develop a lot of my analytical skills and how to present findings that I concluded during research,” she says. “A lot of my time was spent reviewing and understanding how to develop the relationships Advantage Solutions has with brands, private labels and grocers.”
Her team ensured that her experience went far beyond observation. “My team and manager allowed me to be fully integrated into the team’s work, which was a great way to help me gain an understanding of all aspects of CPG,” she says. “I deepened my communication skills through creating and preparing presentations and being included in daily calls and check-ins with industry partners.”
Looking ahead, Fitzsimmons says the experience broadened her professional skill set and helped shape her career goals. “This internship exposed a passion for CPG that I didn’t know I had,” she says. “Advantage Solutions gave me a chance to have hands-on insight with all aspects of CPG ranging from developing brands and private labels to working with major brands. This exposure allowed me to explore the different avenues of the industry and create a strong base of knowledge and experience.”
For Fitzsimmons, the summer was clearly more than a professional milestone — it was a window into the evolving future of retail, where technology, consumer and brand storytelling intersect. And as she moves forward, she’s carrying the same curiosity and drive that made her an integral part of Advantage’s growth team. “I hope to continue in the CPG industry for the next steps in my career and continue to develop my passion,” she says.
