WHO'S WHO in Digital Shopper Marketing - Path to Purchase ...
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As seen in
WHO’S WHO
in Digital Shopper Marketing
Our sixth annual
report recognizes
more than 170 brand
and retail executives
who are making
notable contributions
in the area of digital
shopper marketing.
TYSON FOODS:
ALICIA MOSLEY, Director
of Shopper Marketing
A
licia Mosley has held many market-
ing leadership roles in brand man-
agement, innovation and corporate
marketing in her career of more than
two decades. From running multimillion-dol-
lar businesses to successfully launching the
Tyson Any’tizers brand in 2007, she became an
experienced marketer in all but one key area:
shopper marketing.
A member of the Tyson Foods team since 2004
– with a two-year stint at McDonald’s supplier
Lopez Foods beginning in 2009 – she seized the
opportunity to round out her marketing profi-
ciency and gain sales experience when she was
named director of shopper marketing in April
2017. Since then, she has focused her efforts on
developing the strategic vision for the function.
Along with creating and delivering best-in-class
shopper marketing programs, she keeps her team Photo by Brian Morrison
active in the digital space across many platforms.
What digital devices and services do you use most often, and
What types of programming do you have?
how much of an omnichannel shopper are you?
MOSLEY: We have programming with pure-play customers as
MOSLEY: I’ve recently started using Alexa, and everything is con-
well as with the traditional brick-and-mortar retail partners. We
nected within my smart home. I can plan my shopping trips on my
continuously seek opportunities to explore new platforms and
refrigerator and access it on my phone when I get to the store. Or I
vendors to keep our toolkit sharp.
can simply order it when I think about it with the click of a button.
How do you promote digital innovation? My husband is also quite tech-savvy.
MOSLEY: Through test-and-learn opportunities by incorporating
How do you keep an ear to the ground in such an ever-
new digital capabilities into our annual plans.
changing digital landscape?
How do shopper and digital marketing intersect at Tyson Foods? MOSLEY: I subscribe to blogs and read various publications and
MOSLEY: Our programs are multidimensional in an effort to engage receive information from our agency partners. Then I look at activ-
with shoppers. An endcap may have a consumer promotion, a social ity in non-food industries and determine whether I could apply
element and a video instead of just a shelf blade. Digital is a tool we those insights to what my team can do within the food shopper
leverage within a larger holistic effort to reach shoppers where they marketing space. My team also conducts quarterly lunch-and-
are while retaining classic shopper marketing principles. learns with select vendors to get a glimpse into what is new or
emerging in the digital space.
What has changed?
MOSLEY: The shift from brand-centricity to customer-centricity Where is digital headed?
fundamentally changed the way we frame our communication. In MOSLEY: The amount of data we’re able to collect on our shoppers
most cases, shoppers know what brand they’re going to buy before may go undervalued. We’re able to effectively target shoppers be-
they enter the store, so the more we can do to influence them, the yond simple demographics and hone in on real-life shopping and
more successful we’ll be. That starts with digital communication. purchasing behaviors. With the access to large amounts of data,
we can optimize our campaigns in real-time through targeted per-
What does omnichannel mean to you as a marketer and a
sonalization efforts that drive conversion and loyalty to a greater
shopper?
degree than has ever existed in the past.
MOSLEY: Sometimes we get so caught up in being marketers that
we do not take a step back and think, “I’m a consumer – what do I What’s next?
need? What influences me?” When you look at it from the perspec- MOSLEY: Personalization, because we’ve seen how it can disrupt
tive of a shopper, you do not see touchpoints and channels; you see the marketplace. Technologies emerge, from virtual reality to voice
the devices and habits that enable or influence behavior. The onus search, and people claim that they’re the future of shopper mar-
is then on marketers to reflect that behavior in order to provide a keting. But it’s really that underlying desire for personalization
consistent experience across those multiple touchpoints. For me, that makes these technologies so interesting. I don’t think we’ve
omnichannel simply means providing relevant and timely content scratched the surface of what it can do.
to shoppers, wherever they are on the path to purchase. — Erika Flynn
2
ICON KEY ALBERTSONS PATTY YOUCHOCK,
Director, Advertising
DAWN MACK, Director, & Marketing
Digital Customer
Institute member Youchock is primarily re-
Engagement
sponsible for setting the
Mack operationally leads strategic vision for all of
and supports cross-func- the company’s marketing platforms to
tional teams to engage and promote the various banners to yield
7-ELEVEN drive customers digitally. She also sup- growth for the co-op and its members.
REBECCA TROUTMAN, ports the accuracy of targeting digital
Director of Delivery & programs from multiple functional areas. DONNA ZAMBO, Vice President,
E-Commerce – Digital Chief Marketing Officer
KARL MEINHARDT, See profile on page 6
Troutman has held nu- Vice President, Social
merous positions in her & Digital Marketing
tenure at 7-Eleven. She has
worked in operations, training, field mer-
Meinhardt oversees all as- AMERICAN GREETINGS
pects of digital and social CHRISTINE RICH, Director,
chandising and category management strategy, digital media buy-
and has spent the last few years creating Engagement Marketing
ing, and digital customer engagement.
and implementing new businesses for Having built the team from scratch,
the organization. Her latest endeavors, he has led it to award-winning, sales- AMERICAN STANDARD
on the digital team, have been focused driving, positive ROI digital campaigns,
around delivery and e-commerce and JONATHAN HOUCK, Senior Director of
nominations for innovation and a reputa- Digital, Lixil Water Technology
how to bring those businesses to life. tion in the CPG vendor community as the
JULIE WHITTLE, Director, “go to” team for leading-edge customer
Digital Merchandising experiences. B
ALCON BEAM SUNTORY
A CHRIS SUMMONS, Director,
SHANNON EAGLE, Digital Activation
Manager
ACTIVISION BLIZZARD U.S. Vision Care Marketing
JUSTIN TAYLOR, Senior Director of ANDREA JAVOR, Senior Director,
Global Connections Planning
Digital Marketing ALLEGIANCE RETAIL
SERVICES
AHOLD DELHAIZE SUZANNE CECCHI, BED BATH & BEYOND
CARRIE BIENKOWSKI, Senior Marketing & JIM HALLIDAY, Vice President,
Chief Marketing Officer/ CRM Manager Digital Marketing
Senior Vice President Cecchi is responsible for
digital expansion efforts,
of Marketing, Peapod
providing strategic direc-
BEIERSDORF
Bienkowski oversees the
tion and goals that support company and ROB CIAFFAGLIONE,
marketing strategy and
member objectives. This includes digital Team Leader, Shopper
operations to drive new customer ac-
platform development and optimization & Customer Marketing
quisition, retention and loyalty. She is
charged with creating a differentiated as well as channel activation including Ciaffaglione is tasked with
customer experience and optimized cus- social, paid and email marketing. leading the development
tomer journey across multiple platforms and execution of shopper
CHRISTIE STARK, marketing strategy across all Beiersdorf
and devices, and delivering data-driven
Marketing Manager, skincare brands including Nivea, Nivea
insights that drive growth.
E-Commerce Men, Eucerin and Aquaphor.
JOHN GIAQUINTO, Director of Stark manages the com-
Customer Loyalty, Hannaford pany’s expanding e-com-
merce and digital market- BEN & JERRY’S
Giaquinto is responsible for launching
and running “My Hannaford Rewards,” ing business. She also supports a variety MICHAEL HAYES, Global Head of
a 100% digital supermarket loyalty pro- of other integrated marketing efforts Digital Marketing
gram. Prior to this, he held loyalty posi- including brand building, vendor market-
ing and customer loyalty programs.
tions at Shaw’s (Sainsbury/Albertsons) BISSELL HOMECARE
and Symphony Retail AI on the Ahold
SARAH BASHAW, Digital Marketing
USA and Rite Aid accounts.
Associate Director, Digital Content and
ROBERT WELSH, Senior Manager, E-Commerce
Digital Marketing
3
BROWN-FORMAN MEGHAN GORCZYNSKI, Sales CONAIR
Planning & Customer Digital/Shopper
LYNETTE GREEN, Marketing Manager BRADLEY MARK, Digital Marketing
Digital Marketing Manager, Manager
National Accounts
An experienced digital COCA-COLA COST PLUS WORLD
marketer, Green leads the JOHN BROWNLEE, Group Director,
strategic design, devel- Customer Connections Planning
MARKET
opment and implementation of digital DIANE BURNETT, Senior Director of
shopper marketing and digital shelf LAURA HOUGHTON, Digital Marketing
solutions for the company’s portfolio of Director, Digital
premium spirit brands with its national Shopper Marketing
account retail partners. Houghton develops multi- COTY U.S.
channel digital strategies SHANNA WEINBLATT, Senior Director,
TRAVIS SMITH, Director, that engage shoppers to Global Digital
Digital Marketing COE take action throughout their path to pur-
chase and deliver against business and
CVS HEALTH
C channel objectives.
HEIDI RAYDEN, Senior Director,
KYLE LEBET, Senior Connections Omnichannel Digital
CABELA’S Planning Manager
ANDREA GRANT, Director of Digital SARAH REYNOLDS, Director,
Marketing: Acquisition and Retention BARRY THOMAS, Omnichannel Marketing
Marketing Vice President,
Global Shopper and ERIN ROSA, Senior Director,
Channel Strategy Omnichannel and Mobile Experience
CACIQUE Thomas identifies strategic
BRIAN TILZER, Senior Vice President,
LIZETTE CHANTARACHARAT, global growth oppor-
Chief Digital Officer
Digital Marketing Manager tunities in underdeveloped, emerging
growth and disruptive channels - cus- MICHAEL WIER, Senior Director,
tomers. He provides strategic leadership Digital Commerce and Customer
CAMPBELL SOUP and direction for global omnichannel Engagement
JAMES GILBERT, Director, platforms including new retail, e-com-
Digital Acceleration Group merce and digital commerce platforms.
MATTHEW PRITCHARD, Vice NATHAN TUGGLE, Senior Manager, D
President, Digital Marketing Strategic Marketing Business DANONE
Development
STEPHANIE WOOD, NORTH AMERICA
Director, Brick & Mortar TONY FUNG, Shopper
E-Commerce COLGATE- Marketing Manager
Wood is instrumental in PALMOLIVE Fung brings 11 years of ex-
expanding Campbell’s KIM CANFIELD, Director, perience in shopper mar-
e-commerce business by North America Media keting including traditional
developing and supporting key strate- and digital. He currently
gic initiatives, including the creation of STEPHANIE KONYVES, leads the shopper marketing and strate-
integrated planning for omnichannel Shopper Marketing gic planning from an omnichannel stand-
customers. Manager point for DanoneWave on the Kroger
As shopper marketing business. He also has experience leading
manager for the Shop- grocery and mass channel customers.
CHURCH & DWIGHT per Center of Excellence,
JOSHUA ROSEN, Konyves is responsible for developing ALYSIA ROSS, Director,
Digital Strategy Manager category-building shopper platforms, Shopper Marketing
Rosen leads content strat- measurement, best practices, training Ross identifies digital solu-
egy and marketing efforts and innovation, including accelerating tions based on a desire to
for the e-commerce chan- the company’s use and expertise in digi- understand and influence
nel. His focus is working tal shopper marketing. targeted shoppers in the
collaboratively with brand and re- right place, at the right time, with the
tailer teams to drive the business across MINDEL KLEIN LEPORE, Worldwide right message to create the desired pur-
Church & Dwight’s diverse product Director, Global Digital Marketing chase behavior.
portfolio.
CONAGRA BRANDS
JILL KRISTLE, Manager, Digital
Marketing
4
DEL MONTE FOODS G H
SARAH MORPHIS,
Senior Manager, GENERAL MILLS H-E-B
Digital Marketing CHRISTINE SCOTT, ASHWIN NATHAN, Vice President,
Morphis is responsible for Assistant Manager, Digital Strategy & Marketing
driving the strategic direc- Integrated Shopper
tion for achieving the com- Marketing SARAH NELSON, Director of Digital
pany’s brand objectives in digital mar- Scott leads digital innova- Strategy and Marketing
keting and e-commerce. This includes tion, focusing on the devel-
developing digital capabilities and best
practices, and partnering with the team
opment of insight-based capabilities that HEINEKEN USA
drive value for shoppers, retailers and
on planning, analysis and optimizations. brands. ELIZABETH BLANCH,
Shopper Media Manager
Blanch leads shopper
DELL GEORGIA-PACIFIC media planning and imple-
LORI PENNINGTON MATHIS, MIKE FELDMAN, Shopper mentation for the on- and
Senior Manager, Shopper Marketing Marketing Manager off- premise channels.
Feldman leads the com- She ensures digital best practices are
pany’s consumer market- ingrained in shopper media plans and
DOLE FOODS ing across all Amazon oversees measurement to optimize for
MICHAEL CONTRERAS, Senior Digital platforms. His primary success against commercial marketing
Marketing Manager responsibilities include leading marketing objectives.
strategy and executing media, merchan-
BRAM REUKERS,
dising and promotional campaigns.
DOLLAR GENERAL U.S. Lead for E-Commerce
RACHEL WHITE, Senior Director, TAMIKA MCCOGGLE, Senior Manager, and Strategic Partnerships
Digital & Shopper Marketing Digital & E-Commerce Marketing Reukers is responsible for
leading the company’s ef-
BRIAN SULLIVANO, Senior Director, forts to drive market share
DR PEPPER SNAPPLE Shopper Marketing & Media growth by seizing the opportunity in e-
GROUP commerce. His main focus areas include
JORDAN STE. MARIE, Senior Director, development and implementation of the
GLAXOSMITHKLINE e-commerce strategy and infrastructure,
E-Commerce & Omnichannel Marketing
CAROLYNE KLUG, building commercial partnerships and
Shopper Marketing accelerating new business models.
DUNKIN’ BRANDS Manager
NICOLE BOUTWELL, Senior Manager During her tenure with NIKOLAI ZEINIKOV,
of E-Commerce & Digital Marketing, GSK, Klug has led several E-Commerce Channel
Baskin-Robbins digital, multi-CPG pro- Director
grams that span different categories. Zeinikov’s key responsibili-
Currently, she is partnering closely with ties are creating and lead-
DYSON Kroger to help build the retailer’s Health ing e-commerce and digital
KARTHIK IYER, Vice President, and Wellness platform. shopper strategy by driving retailer part-
Digital and Direct, Americas nerships and building capabilities to help
CARRIE LOVEGREN, grow the beer category and the Heineken
Shopper Marketing USA share in the online channel.
F Manager
Lovegren is an energized
FERRERO USA and dynamic marketer, HOME DEPOT
but most importantly is DAVE ABBOTT, Vice President of
JASON ADAMSKI, North American
a shopper herself. In her current role Integrated Media/Online Marketing
Consumer Connections Lead
Lovegren puts the shopper mindset first,
leveraging robust shopper insights to KEVIN HOFMANN, President, Online &
build campaigns that drive business at Chief Marketing Officer
Walgreens and Rite Aid.
GOODYEAR TIRE & RUBBER
MICHAEL DAUBERMAN, Chief Digital
Officer, North America Consumer
5
ALLEGIANCE
RETAIL SERVICES:
DONNA ZAMBO,
Vice President, Chief
Marketing Officer
D
onna Zambo started her ca-
reer in grocery 30 years ago at
Pathmark, working in market
research and manually coding
customer survey responses. She held Photos by Steve Hockstein
various positions – procurement, sales
and advertising, and customer loyalty in the future our shoppers will continue to be more transient,
marketing among them – during her 20- more diverse and have more options. Shopper marketing must
year tenure there before leaving as senior continue to get better at understanding the shopper to ensure that
director of marketing. She spent the last we reach, connect and bring material value to our shoppers. Le-
nine years at Wakefern Food Corp. serv- veraging our analytics will enable us to give our shoppers a more
ing in several leadership roles including personalized and relevant experience.
digital marketing, e-commerce and analytics before leaving as di-
What will be the next big trend to disrupt the digital shopper
rector, e-commerce and analytics this year to join Allegiance Retail
marketing field?
Services, parent company of the Foodtown cooperative.
ZAMBO: Marketers that obtain or learn the technical capabili-
Describe your current role. ties to personalize every aspect of the shopper’s path to purchase
ZAMBO: As vice president and chief marketing officer, I oversee in a meaningful manner will emerge as winners. Personalization
the information technology, marketing and advertising, digital means different things to different marketers, but those that get
marketing, and insights and analytics divisions. I believe that it right from the consumers’ perspective will lead and stand out.
starting my career in consumer research has enabled me all these
How can brands take better advantage of the opportunities
years to stay close to our shoppers’ wants and needs. It has made
in digital?
me a better marketer.
ZAMBO: Brands need to leverage resources and commit to provid-
What is something you would like to accomplish this year ing shoppers a fully integrated digital experience. Not only test
with your new team? and learn but also evolve and optimize those digital strategies and
ZAMBO: The focus is on integrating our teams and leveraging our tactics that are proven effective.
talents across the cooperative. Specifically, we will lean in and le-
What does omnichannel mean to you as a marketer and a
verage our analytical capabilities, which will optimize all our digi-
shopper?
tal and marketing executions as well as drive our overall merchan-
ZAMBO: An omnichannel experience for our shoppers is about
dising and business strategy.
expecting an integrated and frictionless experience with our
How does your organization go to market digitally? brand, whether it is online, in-store or via mobile. As marketers, it’s
ZAMBO: I am fortunate to join an organization with a strong and our job to deliver this experience among all our touchpoints con-
sophisticated digital go-to-market strategy, backed and supported sistently and seamlessly along the entire path-to-purchase journey.
by our leadership and owners. Our digital executions include a
What digital devices and services do you use most often, and
compelling digital coupon program, email and digital display mar-
how much of an omnichannel shopper are you?
keting, social media marketing and of course e-commerce. Most
ZAMBO: I love using my Foodtown mobile app for list-making,
importantly, we have moved to more personalized executions.
coupon savings and to see my personalized offers before I shop.
How do shopper and digital marketing intersect at your I do order my groceries online, but I also like to shop the brick-
company? How has shopper marketing evolved over the years? and-mortar store at least once or twice a week. Having been in the
ZAMBO: All our digital executions integrate with our brick-and- supermarket business for more than 30 years; I just can’t stay away
mortar experience, with a strong emphasis on bringing value to from the physical store.
our shoppers by saving money or saving time. The shopper mar-
How do you keep an ear to the ground in such an ever-
keting toolkits have evolved quite a bit over the years, and the rate
changing digital landscape?
of change has been tremendous. In the next year or so, it will be
ZAMBO: In addition to reading various news and trade publica-
critical to have the technical and analytical capabilities to adapt to
tions, I find that my family is a great resource. Between my two
this rapid change and allow us to execute and evaluate with agility.
daughters and 12 nieces and nephews, I don’t need to go far to
Where do you see digital shopper marketing headed in the learn about the latest and greatest technologies that resonate with
next few years? Millennials.
ZAMBO: Digital marketing needs to be where the shopper is, and — Institute Staff
6
HONEYBAKED HAM J she leads the company’s shopper mar-
keting team and is focused on delivering
EVANA OLI, Director of
Omni & New Channels JACK LINK’S fully integrated omnichannel experiences
that provide value to shoppers, to retail
Oli leads omnichannel JEFF KJOME, Director, partners and to the broad portfolio of
strategy and emerging Shopper Marketing brands.
business for the company. and Retail Activation
She is responsible for driv- Kjome oversees shopper SANDY CARLSON,
ing company growth via new channels marketing, e-commerce Director, Customer
of business and a seamless customer and business development Strategy and Omnichannel
experience across multiple touchpoints opportunities at Jack Link’s that pair Carlson oversees customer
including online and stores nationwide. brand initiatives with retailer strategies to insights, shopper mar-
drive category sales. keting and omnichannel
strategy for J&J’s consumer portfolio at
HONEYWELL Walgreens. She is leading breakthrough
DANE HARTZELL, Global Director of J.M. SMUCKER shopper innovation and award-winning
Digital Marketing JESSICA FAIR, disruptive new item launches across the
Senior Manager, health and wellness and beauty and per-
PATRICK ROTERING, Director IT, Shopper Marketing sonal care categories.
Total Customer Experience Solutions Fair’s passion for shopper
marketing started 12 years KRIS CEVASCO, Shopper Marketing
HORMEL FOODS ago and has evolved with Manager
enhanced connected commerce capa-
SCOTT WEISENBECK, Marketing bilities. She is responsible for leading a EMILY CURRY,
Director, SPAM Brand, Legacy Brands team of shopper marketers focused on Senior Shopper Marketing
and Innovation driving omnichannel strategies across Manager
the grocery and dollar channel. Curry is responsible for
building engagement strat-
I MEGAN GOTHAM, egies and activations that
Manager, connect a shopper need with the com-
INTEL Shopper Marketing pany’s iconic brands. The team’s shopper
CYNDI BRIGHAM, Gotham leads the Ben- solutions are uniquely crafted to influ-
Global Digital Retail tonville-based shopper ence purchase, wherever and however
Program Manager marketing team to inspire the shopper is shopping.
Brigham is responsible for Walmart, Sam’s Club and jet.com shop-
building digital strategies pers with an emphasis on digital market- MOLLY GARRIS,
and shopper-centric global ing in a connected commerce world. Senior Manager, Digital
programs, more specifically mobile mar- Strategy, U.S. Beauty
keting programs that can help shoppers JOSH WILLIAMS, Garris oversees digital
navigate throughout the digital shopper Senior Manager, marketing efforts across
journey down to purchase with major Shopper Marketing Neutrogena and Clean &
retailers worldwide. Williams brings a diverse Clear, harmonizing national plans with
shopper marketing back- insight-led, retailer-specific shopper so-
IAN FREITAS, ground of CPG, retailer and lutions, from virtual makeup try-on tools
Global Digital Retail agency experience to lead the strategy to hyper-targeted offer activation.
Marketing Manager and development of shopper marketing
Freitas is responsible for activations across 20 of the company’s PIA KELLY, Senior Manager,
building digital strategies, brands at both Target and Meijer. Shopper Marketing & Insights
shopper-centric global
programs and performance analysis ASHLEY KENNEMER,
of activations that can help shoppers JOHNSON & Shopper Marketing
navigate throughout the digital shopper JOHNSON Manager
journey down to purchase in major Kennemer is responsible
PAM BROWN, Senior Manager,
e-commerce accounts worldwide. for developing and execut-
Digital Strategy
ing insight-driven shopper
HEATHER CAMPAIN, marketing activations for Johnson &
U.S. Shopper Marketing Johnson’s Beauty portfolio at Walmart.
Leader She strives to deliver innovative, om-
Campain has held a wide nichannel programs that drive sales and
variety of roles across in- elevate the shopping experience.
dustries and categories, ROSE LAFRONZ-DIX, Shopper
from new product development, insights Marketing Manager
and strategy to e-commerce and cat-
egory management. In her latest role,
7
CHAD MIZEE, Director,
Digital Marketing Strategy K VICTORIA TYLINSKI,
Director of E-Commerce
Mizee leads digital strategy KELLOGG With more than 10 years
for 18 Johnson & John- of experience in areas of
GAIL HORWOOD,
son consumer brands, brand management and
Senior Vice President,
including Johnson’s Baby, e-commerce, Tylinski leads
Integrated Marketing &
Listerine, Band-Aid, Tylenol, Zyrtec and Kimberly-Clark’s e-commerce IQ team.
Brand Experience
Lactaid. He is responsible for digital me- The team is responsible for identifica-
dia, content, analytics, data strategy, e- Horwood leads marketing tion and development of capabilities and
commerce and consumer experience. transformation and the tools to drive digital marketing and
brand-building and planning capability e-commerce growth.
LISA SAATHOFF, globally for the company. She oversees
Senior Shopper Marketing marketing data, media, digital, CRM, con-
Manager, Target Team tent, design, shopper marketing, retail KOHL’S
With end-to-end path promotion and agency management. CHERISE ORDLOCK, Senior Vice
to purchase experience, President, Digital
TRACEY LEWIS, Senior
Saathoff leads shopper
Manager, E-Commerce
marketing across the J&J portfolio at
Target. She leads the creation of insight-
Insights & Analytics KOHLER
based, omnichannel programs to drive Lewis synthesizes propri- SHANE JUDD, Vice President –
growth, build brands and meet retailer etary research, quantitative Marketing, Kitchen and Bath Americas
objectives. data sources and mar-
ketplace trends to develop actionable
VICTORIA VARHALMI, hypotheses for marketing and retail part- KRAFT HEINZ
Senior Manager, ners in the e-commerce landscape. KENT DECESARE, Senior Manager,
Shopper Marketing, Digital Marketing/CRM
Club/Dollar/Specialty KEVIN SIDELL,
Associate Director,
Varhalmi creates, cus-
tomizes, executes and
Experience Planning KROGER
measures shopper marketing programs Sidell is the experience MATT THOMPSON, Vice President,
that drive traffic, loyalty, conversion and planning lead for several Digital Business
basket size at specific retailers (club, dol- of Kellogg’s U.S. Morning
lar and specialty classes of trade). She Foods brands, promotional events and
utilizes advanced marketing leadership
capabilities including best-in-class mes-
shopper marketing activations.
L
saging, on and offsite media, search, KEURIG GREEN L’OREAL
emerging shopper technologies and VIVIANNA BLANCH, Vice President,
social connections across J&J consumer
MOUNTAIN Integrated Consumer Communications,
brands. MATT COLBY, Digital Marketing L’Oreal Paris
Director
MARNIE LEVAN, Vice President,
JOHNSONVILLE Integrated Consumer Communications,
SAUSAGE KIMBERLY-CLARK Maybelline New York
MEG WAY EDGIN,
STEPHANIE PLEHN, Shopper
Global Director, Integrated RACHEL WEISS, Vice President,
Marketing Manager
Media IQ & Platforms Digital Innovation & Entrepreneurship
Plehn’s responsibilities are centered
Edgin leads a team re-
around driving the Johnsonville brand
sponsible for raising the
while delivering HICS (highest impact on
integrated media & digital
LG ELECTRONICS
customer success). Her team does that ANGEL GRANT, Senior Manager,
IQ of the global brand-building organiza-
by driving optimal shopper engagement Media & Digital Marketing
tion. She leads the development of best
by delivering relevant integrated pro-
practice, innovation and strategy in the
grams for its retail partners and working
digital, media, social, mobile and CRM
to uncover barriers to purchase and drive
space supporting all brands such as Hug-
LOWE’S
brand conversion. GIHAD JAWHAR, Vice President,
gies, Pull-ups, U by Kotex and Kleenex.
Digital Development
MICHAEL RYAN, Director,
Digital Marketing & CRM
8LUXOTTICA GROUP MEAD JOHNSON KYLE YEARICK, Vice President,
Trade Marketing
ERIC TASH, Senior NUTRITION
Manager, Digital and SHERILYN GARRARD, U.S. Operations
Social Media Marketing – Manager, Direct to Consumer MOHAWK INDUSTRIES
Pearle Vision E-Commerce AMY LUTZ, Director, Digital Operations
Tash helps lead national
and local digital initiatives
for the Pearle Vision brand in the U.S., MEIJER MOLSON COORS BREWING
Canada and Puerto Rico. He comes from MICHAEL ROSS, STEPHEN SURMAN, Head of Global
Prestige Brands where he was most Vice President, Marketing Digital & E-Commerce Strategy
recently the company’s senior manager, Ross leads the strategy
digital marketing. and vision for deepening
customer engagement,
personalization, loyalty and
N
M advancing digital for the Grand Rapids, NBC UNIVERSAL STUDIOS
Michigan-based chain. JOSEPH EIBERT, Vice President,
MARS WRIGLEY Global Digital Marketing
CONFECTIONARY
BILL DILLON, Senior Manager,
MICHAELS STORES
E-Commerce/Digital Markets THOMAS HOEHN, NESTLE USA
Vice President, GINGER WILSON,
HEIDI MACKEY, Senior Category Digital Marketing Shopper Strategist,
Manager Hoehn leads Michaels’ Best Practices
digital marketing efforts Wilson leads shopper mar-
HANNAH MCKEE, Shopper Marketing including social, search, keting best practices for
Manager mobile app and website (home and land- Nestle USA by providing
See profile on page 10 ing pages). thought leadership, best practices and
AMANDA ZAKY, Senior Manager, enablers that drive effective strategy,
digital engagement and activation across
Digital Media MICROSOFT more than 30 brands.
RYAN MALLETT, Digital Marketing
MASCO Manager, U.S. Retail
NORTHERN TOOL &
See profile on page 12
TANUJA SINGEETHAM,
Vice President,
EQUIPMENT CO.
Digital Marketing MILLERCOORS NATE MILLER, Vice President,
Singeetham is responsible E-Commerce Marketing & Web Design
BRIAN POKORNY,
for leading and driving dig- Precision and Digital
ital marketing, social me-
dia, CRM, promotions and e-commerce
Marketing
Pokorny leads digital P
initiatives for the Behr and Kilz paint and
primer brands.
marketing efforts at PEPSICO
MillerCoors, focusing
RISA ANDERSEN,
on building out data capabilities and
Director, Digital
MASTER LOCK infrastructure in order to more precisely
Shopper Conversion
market to legal drinking age consumers.
MARTI GAHLMAN, Director, Andersen leads digital
Digital Strategy JOSH WEXELBAUM, Senior Marketing shopper conversion
Director, Emerging Brands for PepsiCo’s Demand
Accelerator Team, building organizational
MATTEL digital marketing expertise and discipline
HADI ABRISHAMCHIAN, MOET HENNESSY within shopper marketing, and driving
Head of U.S. Amazon USA digital innovation for PepsiCo’s portfolio
Shopper Marketing in retail.
ISABELA GABALDON, E-Retail
Abrishamchian leads all Manager, Southeast Region
Amazon U.S. shopper mar-
Gabaldon leads digital commercial sales
keting and strategic sales
efforts and works with the SE Region
planning across Amazon Toys & Games
sales team along with distributor manag-
and Baby categories for all Mattel and
ers/consultants to drive the company’s
Fisher-Price brands.
digital visibility, e-commerce sales and
performance with key retailers/chains in
the fast-growing segment of online bev-
erage alcohol sales.
9MARS WRIGLEY
CONFECTIONARY:
HANNAH MCKEE, Shopper
Marketing Manager
H
annah McKee was looking to get back
to the U.S. after spending several years
working in corporate marketing for
Nestle in Santiago, Chile. She gained
experience in different functional areas includ-
ing brand, digital and social and sought a way
to broaden her marketing knowledge and skill
set. Once she realized she needed more expe-
rience on the retail side, shopper marketing
seemed like the perfect fit. The stars aligned
with a Mars Chocolate opportunity in Cincin-
nati, and she took it.
Please describe your current role and your
company’s digital initiative.
MCKEE: I am the shopper marketing man-
ager for key grocery accounts at Mars Wrig-
ley Confectionery. I am tasked with driving
growth during the four traditional seasons,
supporting new item launches and leveraging
retailer moments to contribute to overall sales
Photo by Chris Cone
increases and category growth. Mars Wrigley
Confectionery has a large focus on digital as we have a number of next big social media platform, many retailers are interested in
teams that work together to ensure the digital path to purchase knowing what’s the next big thing (other than pricing promotions)
is covered from consumer to shopper including brand marketing, in the digital space. They know their shoppers are moving to the
shopper marketing and the digital commerce team. We regularly digital space to make their routine purchases, and retailers know
see high performance with digital, social and mobile tactics. We they need CPGs to help them be on the cusp of what’s next with
are constantly testing and learning with retailers and third-party their shoppers.
vendors to stay on the leading edge.
How can brands take better advantage of the opportunities in
Can you share a recent example of your team’s work that digital?
stands out? MCKEE: Brand teams should look to partner more closely with
MCKEE: In 2017, we launched one of our biggest innovations to their shopper marketing and sales counterparts to drive the most
date – M&M’s Caramel. The shopper marketing team was tasked awareness and relevance with the shopper at key retailers. Many
with customizing the national launch across our top channels and retailers have their own digital toolboxes that CPGs can leverage.
retailers to bring unique excitement to each. In order to ensure a If brand teams are willing to invest at strategic retailers, they may
cohesive look across the U.S., the brand team provided the shop- see exponential results versus investing in the national, overarch-
per marketing team with select strategic assets. For the first time ing reach plans. Also, we see a lot of overlap in the tools and tactics
ever, we drove synergies and created one brief that included the each different marketing function might use to drive purchase in-
needs and requests of each key retailer. By doing this, we were able tent. By working together with the brand teams, we can drive syn-
to pool our dollars and drive more efficient spends with our third- ergies in shopper targeting and investment levels to ensure more
party vendors. We worked with our agency partners to customize bases are covered instead of overlapping spends and targeting with
plans based on each retailer’s look and feel, flighting times, digital/ mixed messaging.
mobile/social vendors used and more to ensure each retailer had
How do you keep an ear to the ground in such an ever-
something special when they launched the new item. Overall, the
changing digital landscape?
launch exceeded expectations and retailers were happy with the
MCKEE: I download the latest mobile shopping apps to my phone,
level of customization and excitement they received to drive sales.
get on social media and play around on retailer sites to keep pace
We plan to recreate this approach for key innovation launches in
with how shoppers purchase these days. There are so many apps,
the future.
retailers and information sources that it can be overwhelming, but
Where do you see digital shopper marketing headed in the having first-hand experience is the best way to come up with that
next few years? next big idea.
MCKEE: From augmented reality to artificial intelligence to the — Institute Staff
10DANA LAWRENCE, Senior and user experience insights that drive RUST-OLEUM
Director of Marketing, strategy, deliver breakthrough shopping
Shopper Marketing experiences, and optimize initiatives for LISA BIALECKI, Senior Director,
Programs & Digital Media CPG at the largest e-commerce retailers Integrated Communications
Lawrence leads the in the industry.
development of shopper
marketing brand programs, including ASHLEY DIAMOND, P&G Walmart S
Team Associate Director –
Lay’s, Doritos, Cheetos, Ruffles, Stacy’s,
Omnichannel Business SABRA DIPPING
Sunchips and Mountain Dew at PepsiCo’s
top 10 customers. She also oversees COMPANY
BRUCE LUX, Global Digital & RYAN SAGHIR, Director,
digital media strategy and planning to
E-Commerce Marketing Leader Digital Marketing
drive shopper conversion.
Saghir leads the digital
ELENA PARLATORE, Senior Director,
Consumer Experience R strategic vision and leader-
ship at Sabra (a PepsiCo-
REMY COINTREAU USA Strauss joint venture). He is
BRANDI RAY, Director of Marketing, responsible for the organization’s online
Ruffles HEATHER BERGSTEIN, presence and identifying optimal go-to-
Senior Director, market strategies across e-commerce,
E-Commerce
PETSMART Bergstein leads e-com-
digital media, influencer/PR and social
ecosystems.
BRENT COOKE, Vice President of merce strategy and initia-
Loyalty, CRM & Marketing Insights tives for Remy Cointreau
USA. She is focused on driving the SC JOHNSON & SON
e-commerce business across the Remy
PFIZER portfolio of brands, developing channel-
ANDREW FRAILING, Director,
Shopper Marketing
BRYAN CHUPP, Director, specific activation strategies and pro-
Digital Marketing grams, cultivating retailer relationships
Chupp directs the digital and driving innovation through new SCOTTS MIRACLE-GRO
marketing team that is re- partnerships, retail channels and e-com- BILL LITFIN, Global Director,
sponsible for creating and merce opportunities. Digital and Content
executing digital strategies
for each PCH brand and launching capa- REYNOLDS CONSUMER
bilities, technologies and best practices SHERWIN-WILLIAMS
that lift performance of all the brands. PRODUCTS MEGHAN VICKERS, E-Business
BRANDI PITTS, Marketing Director
Vice President,
PHILIP MORRIS Marketing & E-Commerce
NICOLE BAUMSTARK, Senior Director, Pitts is responsible for SOUTHEASTERN GROCERS
Digital & Marketing Services creating the e-commerce GEORGE SMITH, Director of Digital
vision and growth strategy Marketing
for the Reynolds Wrap and Hefty brand
PHILIPS portfolios. She leads the organization’s
KELLY DOWNEY, online retail strategy, content develop- STANLEY BLACK & DECKER
Vice President of ment, digital marketing and innovation ROBERT ROSS, Vice President, Digital
Marketing Operations roadmap. Product Innovation & Marketing
Downey is driving the evo-
lution of Philips NA into a
world-class leader in both ROBERT BOSCH T
digital and consumer care and market- SONESH SHAH,
ing. She is responsible for the overall Vice President, Brand TARGET
vision, strategy, operating plan, and ex- Marketing & Digital LORI O’NEAL, Senior
ecution for Philips NA digital excellence, Shah is responsible for all Director, Target Media
consumer care, creative services and Bosch brand marketing ac- Network Sales & Strategy
shopper marketing. tivities and digital transfor- O’Neal and her team are
mation including IoT. His role allows him responsible for partnering
to be at the intersection of customer ex-
PROCTER & GAMBLE perience, brand building and technology.
with brands and agencies
to deliver relevant media solutions and
JORDAN DENTON, He previously held roles in e-commerce, insights. She works with some of the na-
Shopper Insights sales, digital marketing, digital product tion’s largest brands to evangelize the
Senior Manager, NA, development, and managed an interna- power of leveraging rich data to drive
E-Commerce tional brand marketing team. impactful advertising outcomes.
Denton uncovers and ac-
tivates powerful shopper
11MICROSOFT:
RYAN MALLETT,
Digital Marketing Manager,
U.S. Retail
A
fter spending several years in mar-
keting roles for startups and, most
recently, a retail/brand-focused mar-
keting agency in Seattle, Ryan Mallett
wanted to switch things up. His goal was to
work directly for a brand to challenge himself
further in the retail marketing environment.
With Microsoft headquartered nearby, Mallett
was able to find a perfect role through net-
working. He landed on the North American
consumer and device team supporting retail
partner channel marketing.
Please describe your current role and your
company’s digital initiative. Photo by Jovelle Tamayo
MALLETT: As digital marketing manager, I
oversee online strategy and execution for the Office and Windows How can brands – in general – take better advantage of the
categories across our key U.S. retail partner accounts. This in- opportunities in digital?
cludes Best Buy, Amazon, Walmart, Costco, Office Depot, Staples MALLETT: Digital marketing provides such a robust opportunity
and more. My focus is on setting and steering strategy while creat- to meet your customers where they are, but often it seems like
ing best-in-class digital experiences through marketing programs there is a lack of a cohesive strategy behind the tactics and mes-
and dot-com initiatives. saging put into market, making a campaign feel disjointed. A well-
defined strategy is key to getting the most out of digital.
What are the goals of your overall team?
MALLETT: Put simply, we want to create the best customer expe- What does omnichannel mean to you in your current role?
riences possible for our products through our retail partner sites. MALLETT: It comes down to staying tuned into what our partners
Creating fans and delivering on our promise to help every person are doing and understanding where their roadmap is taking us.
and organization achieve more are integral to what we do. That way we’re ready to partner at every opportunity to make our
experiences as seamless and continuous as possible. I also stay con-
How does your organization promote digital innovation? nected with my visual merchandising counterpart to ensure that
MALLETT: We’re constantly working with our retail and agency we’re aligned in our messaging between in-store and online and are
partners to drive new program opportunities and initiatives. We’re constantly looking for new ways to connect the experiences.
encouraged to test and trial across new platforms to ensure that we
are staying on the cutting edge of digital innovation and constantly What digital devices and services do you use most often, and
learning as we go. how much of an omnichannel shopper are you?
MALLETT: I’m a huge fan of wearables and smart home solutions,
Can you share a recent example of your team’s work that even though I was skeptical at first. Turning up my home’s tem-
stands out? perature before we arrive home from a weekend away or keep-
MALLETT: Over this past holiday, our team launched Windows ing an eye on home security directly from my mobile device is
Mixed Reality across our retail channels, which was a massive extremely convenient. I’m almost strictly an online shopper these
executional effort across our digital, in-store, training and demo days because it’s become so fast and easy. With that said, I do enjoy
teams to bring our story to market. We ran full-scale media cam- the tactile nature of the in-store experience but truly do prefer the
paigns that drove awareness, increased purchase intent and deliv- simplicity of the online experience.
ered foot traffic for assisted in-store demos.
How do you keep an ear to the ground in such an ever-
Where do you see digital marketing headed in the next few changing digital landscape?
years? MALLETT: The fast-paced nature of the digital landscape is some-
MALLETT: I’m excited to see what’s ahead, and it’s apparent that thing I love but does make it a challenge to stay connected to the
modern technologies and trends will continue to shape the digital constant evolution that is occurring when you’re executing on your
marketing landscape. I’m expecting to see more aggressive innova- daily deliverables. I try to find focus time each week to read, watch
tion in voice, augmented reality and marketing automation with and listen to industry news and events so I can stay educated and
artificial intelligence, along with continued growth in mobile, so- plugged into what’s happening.
cial/influencer, personalization and video technologies. — Institute Staff
12DAVID PETERSON, ALICIA MOSLEY, Director, Shopper WALGREENS
Vice President, Marketing
Target Media Network See profile on page 2 JAY HUBER, Senior Director,
Digital & Marketing
Peterson leads Target Me-
dia Network which offers CHRISTOPHER WITTE,
Vice President, MARK SCIORTINO, Divisional Vice
robust digital advertising President, Brand Marketing Strategy &
solutions to Target’s vendor and brand Total Store Leadership
Planning
partners. TMN helps advertisers connect Witte is responsible for
with guests to discover the brands, deals leading and develop-
and products they love across Target. ing category leadership, WALMART
com, mobile and other owned platforms shopper insights, shopper marketing DAVID LUEBKE, Director of Digital
as well as across Bullseye Marketplace, and shopper activation functions. He is Marketing
a curated group of premium publishers responsible for the creation of Tyson/
and social platforms. Hillshire shopper and trip engagement in KELLY THOMPSON, Senior Vice
protein, redeveloping Tyson’s industry- President, Chief Operating Officer,
BRENT ROSSO, leading suite of category leadership samsclub.com
Vice President, platforms, and the reinvention of the
Digital Media and Search shopper marketing and shopper activa-
Rosso is responsible for tion functions. WD-40
leading the strategy, ex- AARON BERT, Director of Customer
ecution and optimization of Marketing
digital media. He leads many of Target’s U SHANNON EDWARDS, WD-40 Brand
core digital media functions, including
search marketing, affiliate marketing and UBISOFT Manager
Guest Access, Target’s next-generation PAUL AUDINO, Senior Manager,
marketing platform. He joined the com- Shopper Marketing PAIGE PERDUE, Senior Director,
pany in 2005 and has held several roles Digital Marketing & E-Commerce
within digital marketing. LINDA MURPHY, Associate Director,
Retail Marketing & Insights
WHIRLPOOL
TIME INC. RETAIL COLETTE MATTHEWS, Ph.D.,
CHRISTINE AUSTIN, Customer W Head of Global Innovation
Marketing Director
WAKEFERN FOOD WILTON INDUSTRIES
HOLLY OAKES, Customer Marketing KAREN GOZZI, Vice
Director/Brand Director, News & Sports SEAN FOOTE, Director of Digital
President, Social Media,
Marketing
Digital Advertising &
TTI FLOOR CARE Content Creation
NORTH AMERICA Gozzi leads a team of 23 WONDERFUL CO.
professionals who develop JORDAN BASS, Senior
JIM DEITZEL, Senior Director, original content for social media for local Director, E-Commerce
Digital Marketing and corporate pages, and paid digital Marketing – Fiji Water
advertising. Her team was selected as
Bass leads e-commerce for
Social Media Team of the year in 2017 by
TYSON FOODS PR News Digital Awards.
The Wonderful Co. brands,
KAREN DOAN, including Fiji water, Pom
Senior Shopper Marketing STEVE HENIG, Wonderful, Wonderful Halos, and Justin
Manager Vice President, Digital and Landmark vineyards. With his team,
For the past nine years, Commerce & Analytics Bass drives the strategy and execution
Doan has worked on the of e-commerce marketing, account man-
Henig’s career at Wakefern
company’s shopper mar- agement and fulfillment.
has included positions in
keting team with varied accounts. She the dairy, deli, grocery
has most recently managed Walmart marketing, corporate merchandising and
and Sam’s for Tyson. She enjoys the digi- marketing divisions. He is responsible for
tal part of the job as it is always changing increasing e-commerce sales, developing
and something new to learn. digital engagement strategies with cus-
tomers, and leveraging data to uncover
business insights.
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