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.

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 active in the digital space across many platforms.

What types of programming do you have?MOSLEY: We have programming with pure-play customers as well as with the traditional brick-and-mortar retail partners. We continuously seek opportunities to explore new platforms and vendors to keep our toolkit sharp.

How do you promote digital innovation? MOSLEY: Through test-and-learn opportunities by incorporating new digital capabilities into our annual plans.

How do shopper and digital marketing intersect at Tyson Foods?MOSLEY: Our programs are multidimensional in an effort to engage with shoppers. An endcap may have a consumer promotion, a social element and a video instead of just a shelf blade. Digital is a tool we leverage within a larger holistic effort to reach shoppers where they are while retaining classic shopper marketing principles.

What has changed?MOSLEY: The shift from brand-centricity to customer-centricity fundamentally changed the way we frame our communication. In most cases, shoppers know what brand they’re going to buy before they enter the store, so the more we can do to influence them, the more successful we’ll be. That starts with digital communication.

What does omnichannel mean to you as a marketer and a shopper?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 need? What influences me?” When you look at it from the perspec-tive of a shopper, you do not see touchpoints and channels; you see the devices and habits that enable or influence behavior. The onus is then on marketers to reflect that behavior in order to provide a consistent experience across those multiple touchpoints. For me, omnichannel simply means providing relevant and timely content to shoppers, wherever they are on the path to purchase.

TYSON FOODS: ALICIA MOSLEY, Director of Shopper Marketing

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Photo by Brian Morrison

What digital devices and services do you use most often, and how much of an omnichannel shopper are you?MOSLEY: I’ve recently started using Alexa, and everything is con-nected within my smart home. I can plan my shopping trips on my refrigerator and access it on my phone when I get to the store. Or I can simply order it when I think about it with the click of a button. My husband is also quite tech-savvy.

How do you keep an ear to the ground in such an ever-changing digital landscape? MOSLEY: I subscribe to blogs and read various publications and receive information from our agency partners. Then I look at activ-ity in non-food industries and determine whether I could apply those insights to what my team can do within the food shopper marketing space. My team also conducts quarterly lunch-and-learns with select vendors to get a glimpse into what is new or emerging in the digital space.

Where is digital headed?MOSLEY: The amount of data we’re able to collect on our shoppers may go undervalued. We’re able to effectively target shoppers be-yond simple demographics and hone in on real-life shopping and purchasing behaviors. With the access to large amounts of data, we can optimize our campaigns in real-time through targeted per-sonalization efforts that drive conversion and loyalty to a greater degree than has ever existed in the past.

What’s next?MOSLEY: Personalization, because we’ve seen how it can disrupt the marketplace. Technologies emerge, from virtual reality to voice search, and people claim that they’re the future of shopper mar-keting. But it’s really that underlying desire for personalization that makes these technologies so interesting. I don’t think we’ve scratched the surface of what it can do.

— Erika Flynn

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7-ELEVEN REBECCA TROUTMAN, Director of Delivery & E-Commerce – Digital Troutman has held nu-merous positions in her tenure at 7-Eleven. She has worked in operations, training, field mer-chandising and category management and has spent the last few years creating and implementing new businesses for the organization. Her latest endeavors, on the digital team, have been focused around delivery and e-commerce and how to bring those businesses to life.

JULIE WHITTLE, Director, Digital Merchandising

AACTIVISION BLIZZARDJUSTIN TAYLOR, Senior Director of Digital Marketing

AHOLD DELHAIZE CARRIE BIENKOWSKI, Chief Marketing Officer/ Senior Vice President of Marketing, Peapod Bienkowski oversees the marketing strategy and operations to drive new customer ac-quisition, retention and loyalty. She is charged with creating a differentiated customer experience and optimized cus-tomer journey across multiple platforms and devices, and delivering data-driven insights that drive growth.

JOHN GIAQUINTO, Director of Customer Loyalty, HannafordGiaquinto is responsible for launching and running “My Hannaford Rewards,” a 100% digital supermarket loyalty pro-gram. Prior to this, he held loyalty posi-tions at Shaw’s (Sainsbury/Albertsons) and Symphony Retail AI on the Ahold USA and Rite Aid accounts.

ROBERT WELSH, Senior Manager, Digital Marketing

Institute member

ICON KEY ALBERTSONS DAWN MACK, Director, Digital Customer Engagement Mack operationally leads and supports cross-func-tional teams to engage and drive customers digitally. She also sup-ports the accuracy of targeting digital programs from multiple functional areas.

KARL MEINHARDT, Vice President, Social & Digital Marketing Meinhardt oversees all as-pects of digital and social strategy, digital media buy-ing, and digital customer engagement. Having built the team from scratch, he has led it to award-winning, sales-driving, positive ROI digital campaigns, nominations for innovation and a reputa-tion in the CPG vendor community as the “go to” team for leading-edge customer experiences.

ALCON CHRIS SUMMONS, Director, U.S. Vision Care Marketing

ALLEGIANCE RETAIL SERVICESSUZANNE CECCHI, Senior Marketing & CRM Manager Cecchi is responsible for digital expansion efforts, providing strategic direc-tion and goals that support company and member objectives. This includes digital platform development and optimization as well as channel activation including social, paid and email marketing.

CHRISTIE STARK, Marketing Manager, E-Commerce Stark manages the com-pany’s expanding e-com-merce and digital market-ing business. She also supports a variety of other integrated marketing efforts including brand building, vendor market-ing and customer loyalty programs.

PATTY YOUCHOCK, Director, Advertising & Marketing Youchock is primarily re-sponsible for setting the strategic vision for all of the company’s marketing platforms to promote the various banners to yield growth for the co-op and its members.

DONNA ZAMBO, Vice President, Chief Marketing Officer See profile on page 6

AMERICAN GREETINGSCHRISTINE RICH, Director, Engagement Marketing

AMERICAN STANDARDJONATHAN HOUCK, Senior Director of Digital, Lixil Water Technology

BBEAM SUNTORY SHANNON EAGLE, Digital Activation Manager

ANDREA JAVOR, Senior Director, Global Connections Planning

BED BATH & BEYONDJIM HALLIDAY, Vice President, Digital Marketing

BEIERSDORF ROB CIAFFAGLIONE, Team Leader, Shopper & Customer Marketing Ciaffaglione is tasked with leading the development and execution of shopper marketing strategy across all Beiersdorf skincare brands including Nivea, Nivea Men, Eucerin and Aquaphor.

BEN & JERRY’SMICHAEL HAYES, Global Head of Digital Marketing

BISSELL HOMECARESARAH BASHAW, Digital Marketing Associate Director, Digital Content and E-Commerce

BROWN-FORMAN LYNETTE GREEN, Digital Marketing Manager, National Accounts An experienced digital marketer, Green leads the strategic design, devel-opment and implementation of digital shopper marketing and digital shelf solutions for the company’s portfolio of premium spirit brands with its national account retail partners.

TRAVIS SMITH, Director, Digital Marketing COE

CCABELA’SANDREA GRANT, Director of Digital Marketing: Acquisition and Retention Marketing

CACIQUELIZETTE CHANTARACHARAT, Digital Marketing Manager

CAMPBELL SOUP JAMES GILBERT, Director, Digital Acceleration Group

MATTHEW PRITCHARD, Vice President, Digital Marketing

STEPHANIE WOOD, Director, Brick & Mortar E-Commerce Wood is instrumental in expanding Campbell’s e-commerce business by developing and supporting key strate-gic initiatives, including the creation of integrated planning for omnichannel customers.

CHURCH & DWIGHT JOSHUA ROSEN, Digital Strategy Manager Rosen leads content strat-egy and marketing efforts for the e-commerce chan-nel. His focus is working collaboratively with brand and re-tailer teams to drive the business across Church & Dwight’s diverse product portfolio.

MEGHAN GORCZYNSKI, Sales Planning & Customer Digital/Shopper Marketing Manager

COCA-COLA JOHN BROWNLEE, Group Director, Customer Connections Planning

LAURA HOUGHTON, Director, Digital Shopper Marketing Houghton develops multi-channel digital strategies that engage shoppers to take action throughout their path to pur-chase and deliver against business and channel objectives.

KYLE LEBET, Senior Connections Planning Manager

BARRY THOMAS, Vice President, Global Shopper and Channel Strategy Thomas identifies strategic global growth oppor-tunities in underdeveloped, emerging growth and disruptive channels - cus-tomers. He provides strategic leadership and direction for global omnichannel platforms including new retail, e-com-merce and digital commerce platforms.

NATHAN TUGGLE, Senior Manager, Strategic Marketing Business Development

COLGATE- PALMOLIVE KIM CANFIELD, Director, North America Media

STEPHANIE KONYVES, Shopper Marketing Manager As shopper marketing manager for the Shop-per Center of Excellence, Konyves is responsible for developing category-building shopper platforms, measurement, best practices, training and innovation, including accelerating the company’s use and expertise in digi-tal shopper marketing.

MINDEL KLEIN LEPORE, Worldwide Director, Global Digital Marketing

CONAGRA BRANDS JILL KRISTLE, Manager, Digital Marketing

CONAIR BRADLEY MARK, Digital Marketing Manager

COST PLUS WORLD MARKETDIANE BURNETT, Senior Director of Digital Marketing

COTY U.S. SHANNA WEINBLATT, Senior Director, Global Digital

CVS HEALTH HEIDI RAYDEN, Senior Director, Omnichannel Digital

SARAH REYNOLDS, Director, Omnichannel Marketing

ERIN ROSA, Senior Director, Omnichannel and Mobile Experience

BRIAN TILZER, Senior Vice President, Chief Digital Officer

MICHAEL WIER, Senior Director, Digital Commerce and Customer Engagement

DDANONE NORTH AMERICA TONY FUNG, Shopper Marketing Manager Fung brings 11 years of ex-perience in shopper mar-keting including traditional and digital. He currently leads the shopper marketing and strate-gic planning from an omnichannel stand-point for DanoneWave on the Kroger business. He also has experience leading grocery and mass channel customers.

ALYSIA ROSS, Director, Shopper Marketing Ross identifies digital solu-tions based on a desire to understand and influence targeted shoppers in the right place, at the right time, with the right message to create the desired pur-chase behavior.

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DEL MONTE FOODS SARAH MORPHIS, Senior Manager, Digital Marketing Morphis is responsible for driving the strategic direc-tion for achieving the com-pany’s brand objectives in digital mar-keting and e-commerce. This includes developing digital capabilities and best practices, and partnering with the team on planning, analysis and optimizations.

DELL LORI PENNINGTON MATHIS, Senior Manager, Shopper Marketing

DOLE FOODSMICHAEL CONTRERAS, Senior Digital Marketing Manager

DOLLAR GENERAL RACHEL WHITE, Senior Director, Digital & Shopper Marketing

DR PEPPER SNAPPLE GROUP JORDAN STE. MARIE, Senior Director, E-Commerce & Omnichannel Marketing

DUNKIN’ BRANDSNICOLE BOUTWELL, Senior Manager of E-Commerce & Digital Marketing, Baskin-Robbins

DYSONKARTHIK IYER, Vice President, Digital and Direct, Americas

FFERRERO USA JASON ADAMSKI, North American Consumer Connections Lead

GGENERAL MILLS CHRISTINE SCOTT, Assistant Manager, Integrated Shopper Marketing Scott leads digital innova-tion, focusing on the devel-opment of insight-based capabilities that drive value for shoppers, retailers and brands.

GEORGIA-PACIFIC MIKE FELDMAN, Shopper Marketing Manager Feldman leads the com-pany’s consumer market-ing across all Amazon platforms. His primary responsibilities include leading marketing strategy and executing media, merchan-dising and promotional campaigns.

TAMIKA MCCOGGLE, Senior Manager, Digital & E-Commerce Marketing

BRIAN SULLIVANO, Senior Director, Shopper Marketing & Media

GLAXOSMITHKLINE CAROLYNE KLUG, Shopper Marketing Manager During her tenure with GSK, Klug has led several digital, multi-CPG pro-grams that span different categories. Currently, she is partnering closely with Kroger to help build the retailer’s Health and Wellness platform.

CARRIE LOVEGREN, Shopper Marketing Manager Lovegren is an energized and dynamic marketer, but most importantly is a shopper herself. In her current role Lovegren puts the shopper mindset first, leveraging robust shopper insights to build campaigns that drive business at Walgreens and Rite Aid.

GOODYEAR TIRE & RUBBERMICHAEL DAUBERMAN, Chief Digital Officer, North America Consumer

HH-E-BASHWIN NATHAN, Vice President, Digital Strategy & Marketing

SARAH NELSON, Director of Digital Strategy and Marketing

HEINEKEN USA ELIZABETH BLANCH, Shopper Media Manager Blanch leads shopper media planning and imple-mentation for the on- and off- premise channels. She ensures digital best practices are ingrained in shopper media plans and oversees measurement to optimize for success against commercial marketing objectives.

BRAM REUKERS, U.S. Lead for E-Commerce and Strategic Partnerships Reukers is responsible for leading the company’s ef-forts to drive market share growth by seizing the opportunity in e-commerce. His main focus areas include development and implementation of the e-commerce strategy and infrastructure, building commercial partnerships and accelerating new business models.

NIKOLAI ZEINIKOV, E-Commerce Channel Director Zeinikov’s key responsibili-ties are creating and lead-ing e-commerce and digital shopper strategy by driving retailer part-nerships and building capabilities to help grow the beer category and the Heineken USA share in the online channel.

HOME DEPOTDAVE ABBOTT, Vice President of Integrated Media/Online Marketing

KEVIN HOFMANN, President, Online & Chief Marketing Officer

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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 various positions – procurement, sales and advertising, and customer loyalty marketing among them – during her 20-year tenure there before leaving as senior director of marketing. She spent the last nine years at Wakefern Food Corp. serv-ing in several leadership roles including digital marketing, e-commerce and analytics before leaving as di-rector, e-commerce and analytics this year to join Allegiance Retail Services, parent company of the Foodtown cooperative.

Describe your current role.ZAMBO: As vice president and chief marketing officer, I oversee the information technology, marketing and advertising, digital marketing, and insights and analytics divisions. I believe that starting my career in consumer research has enabled me all these years to stay close to our shoppers’ wants and needs. It has made me a better marketer.

What is something you would like to accomplish this year with your new team?ZAMBO: The focus is on integrating our teams and leveraging our talents across the cooperative. Specifically, we will lean in and le-verage our analytical capabilities, which will optimize all our digi-tal and marketing executions as well as drive our overall merchan-dising and business strategy.

How does your organization go to market digitally?ZAMBO: I am fortunate to join an organization with a strong and sophisticated digital go-to-market strategy, backed and supported by our leadership and owners. Our digital executions include a compelling digital coupon program, email and digital display mar-keting, social media marketing and of course e-commerce. Most importantly, we have moved to more personalized executions.

How do shopper and digital marketing intersect at your company? How has shopper marketing evolved over the years?ZAMBO: All our digital executions integrate with our brick-and-mortar experience, with a strong emphasis on bringing value to our shoppers by saving money or saving time. The shopper mar-keting toolkits have evolved quite a bit over the years, and the rate of change has been tremendous. In the next year or so, it will be critical to have the technical and analytical capabilities to adapt to this rapid change and allow us to execute and evaluate with agility.

Where do you see digital shopper marketing headed in the next few years?ZAMBO: Digital marketing needs to be where the shopper is, and

ALLEGIANCE RETAIL SERVICES: DONNA ZAMBO, Vice President, Chief Marketing Officer

Din the future our shoppers will continue to be more transient, more diverse and have more options. Shopper marketing must continue to get better at understanding the shopper to ensure that we reach, connect and bring material value to our shoppers. Le-veraging our analytics will enable us to give our shoppers a more personalized and relevant experience.

What will be the next big trend to disrupt the digital shopper marketing field?ZAMBO: Marketers that obtain or learn the technical capabili-ties to personalize every aspect of the shopper’s path to purchase in a meaningful manner will emerge as winners. Personalization means different things to different marketers, but those that get it right from the consumers’ perspective will lead and stand out.

How can brands take better advantage of the opportunities in digital?ZAMBO: Brands need to leverage resources and commit to provid-ing shoppers a fully integrated digital experience. Not only test and learn but also evolve and optimize those digital strategies and tactics that are proven effective.

What does omnichannel mean to you as a marketer and a shopper?ZAMBO: An omnichannel experience for our shoppers is about expecting an integrated and frictionless experience with our brand, whether it is online, in-store or via mobile. As marketers, it’s our job to deliver this experience among all our touchpoints con-sistently and seamlessly along the entire path-to-purchase journey.

What digital devices and services do you use most often, and how much of an omnichannel shopper are you?ZAMBO: I love using my Foodtown mobile app for list-making, coupon savings and to see my personalized offers before I shop. I do order my groceries online, but I also like to shop the brick-and-mortar store at least once or twice a week. Having been in the supermarket business for more than 30 years; I just can’t stay away from the physical store.

How do you keep an ear to the ground in such an ever-changing digital landscape?ZAMBO: In addition to reading various news and trade publica-tions, I find that my family is a great resource. Between my two daughters and 12 nieces and nephews, I don’t need to go far to learn about the latest and greatest technologies that resonate with Millennials.

— Institute Staff

Photos by Steve Hockstein

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HONEYBAKED HAMEVANA OLI, Director of Omni & New Channels Oli leads omnichannel strategy and emerging business for the company. She is responsible for driv-ing company growth via new channels of business and a seamless customer experience across multiple touchpoints including online and stores nationwide.

HONEYWELLDANE HARTZELL, Global Director of Digital Marketing

PATRICK ROTERING, Director IT, Total Customer Experience Solutions

HORMEL FOODSSCOTT WEISENBECK, Marketing Director, SPAM Brand, Legacy Brands and Innovation

IINTEL CYNDI BRIGHAM, Global Digital Retail Program Manager Brigham is responsible for building digital strategies and shopper-centric global programs, more specifically mobile mar-keting programs that can help shoppers navigate throughout the digital shopper journey down to purchase with major retailers worldwide.

IAN FREITAS, Global Digital Retail Marketing Manager Freitas is responsible for building digital strategies, shopper-centric global programs and performance analysis of activations that can help shoppers navigate throughout the digital shopper journey down to purchase in major e-commerce accounts worldwide.

JJACK LINK’S JEFF KJOME, Director, Shopper Marketing and Retail Activation Kjome oversees shopper marketing, e-commerce and business development opportunities at Jack Link’s that pair brand initiatives with retailer strategies to drive category sales.

J.M. SMUCKER JESSICA FAIR, Senior Manager, Shopper Marketing Fair’s passion for shopper marketing started 12 years ago and has evolved with enhanced connected commerce capa-bilities. She is responsible for leading a team of shopper marketers focused on driving omnichannel strategies across the grocery and dollar channel.

MEGAN GOTHAM, Manager, Shopper Marketing Gotham leads the Ben-tonville-based shopper marketing team to inspire Walmart, Sam’s Club and jet.com shop-pers with an emphasis on digital market-ing in a connected commerce world.

JOSH WILLIAMS, Senior Manager, Shopper Marketing Williams brings a diverse shopper marketing back-ground of CPG, retailer and agency experience to lead the strategy and development of shopper marketing activations across 20 of the company’s brands at both Target and Meijer.

JOHNSON & JOHNSON PAM BROWN, Senior Manager, Digital Strategy

HEATHER CAMPAIN, U.S. Shopper Marketing Leader Campain has held a wide variety of roles across in-dustries and categories, from new product development, insights and strategy to e-commerce and cat-egory management. In her latest role,

she leads the company’s shopper mar-keting team and is focused on delivering fully integrated omnichannel experiences that provide value to shoppers, to retail partners and to the broad portfolio of brands.

SANDY CARLSON, Director, Customer Strategy and Omnichannel Carlson oversees customer insights, shopper mar-keting and omnichannel strategy for J&J’s consumer portfolio at Walgreens. She is leading breakthrough shopper innovation and award-winning disruptive new item launches across the health and wellness and beauty and per-sonal care categories.

KRIS CEVASCO, Shopper Marketing Manager

EMILY CURRY, Senior Shopper Marketing Manager Curry is responsible for building engagement strat-egies and activations that connect a shopper need with the com-pany’s iconic brands. The team’s shopper solutions are uniquely crafted to influ-ence purchase, wherever and however the shopper is shopping.

MOLLY GARRIS, Senior Manager, Digital Strategy, U.S. Beauty Garris oversees digital marketing efforts across Neutrogena and Clean & Clear, harmonizing national plans with insight-led, retailer-specific shopper so-lutions, from virtual makeup try-on tools to hyper-targeted offer activation.

PIA KELLY, Senior Manager, Shopper Marketing & Insights

ASHLEY KENNEMER, Shopper Marketing Manager Kennemer is responsible for developing and execut-ing insight-driven shopper marketing activations for Johnson & Johnson’s Beauty portfolio at Walmart. She strives to deliver innovative, om-nichannel programs that drive sales and elevate the shopping experience.

ROSE LAFRONZ-DIX, Shopper Marketing Manager

CHAD MIZEE, Director, Digital Marketing Strategy Mizee leads digital strategy for 18 Johnson & John-son consumer brands, including Johnson’s Baby, Listerine, Band-Aid, Tylenol, Zyrtec and Lactaid. He is responsible for digital me-dia, content, analytics, data strategy, e-commerce and consumer experience.

LISA SAATHOFF, Senior Shopper Marketing Manager, Target Team With end-to-end path to purchase experience, Saathoff leads shopper marketing across the J&J portfolio at Target. She leads the creation of insight-based, omnichannel programs to drive growth, build brands and meet retailer objectives.

VICTORIA VARHALMI, Senior Manager, Shopper Marketing, Club/Dollar/Specialty Varhalmi creates, cus-tomizes, executes and measures shopper marketing programs that drive traffic, loyalty, conversion and basket size at specific retailers (club, dol-lar and specialty classes of trade). She utilizes advanced marketing leadership capabilities including best-in-class mes-saging, on and offsite media, search, emerging shopper technologies and social connections across J&J consumer brands.

JOHNSONVILLE SAUSAGE STEPHANIE PLEHN, Shopper Marketing Manager Plehn’s responsibilities are centered around driving the Johnsonville brand while delivering HICS (highest impact on customer success). Her team does that by driving optimal shopper engagement by delivering relevant integrated pro-grams for its retail partners and working to uncover barriers to purchase and drive brand conversion.

KKELLOGG GAIL HORWOOD, Senior Vice President, Integrated Marketing & Brand Experience Horwood leads marketing transformation and the brand-building and planning capability globally for the company. She oversees marketing data, media, digital, CRM, con-tent, design, shopper marketing, retail promotion and agency management.

TRACEY LEWIS, Senior Manager, E-Commerce Insights & Analytics Lewis synthesizes propri-etary research, quantitative data sources and mar-ketplace trends to develop actionable hypotheses for marketing and retail part-ners in the e-commerce landscape.

KEVIN SIDELL, Associate Director, Experience Planning Sidell is the experience planning lead for several of Kellogg’s U.S. Morning Foods brands, promotional events and shopper marketing activations.

KEURIG GREEN MOUNTAIN MATT COLBY, Digital Marketing Director

KIMBERLY-CLARK MEG WAY EDGIN, Global Director, Integrated Media IQ & Platforms Edgin leads a team re-sponsible for raising the integrated media & digital IQ of the global brand-building organiza-tion. She leads the development of best practice, innovation and strategy in the digital, media, social, mobile and CRM space supporting all brands such as Hug-gies, Pull-ups, U by Kotex and Kleenex.

VICTORIA TYLINSKI, Director of E-Commerce With more than 10 years of experience in areas of brand management and e-commerce, Tylinski leads Kimberly-Clark’s e-commerce IQ team. The team is responsible for identifica-tion and development of capabilities and tools to drive digital marketing and e-commerce growth.

KOHL’SCHERISE ORDLOCK, Senior Vice President, Digital

KOHLERSHANE JUDD, Vice President – Marketing, Kitchen and Bath Americas

KRAFT HEINZKENT DECESARE, Senior Manager, Digital Marketing/CRM

KROGER MATT THOMPSON, Vice President, Digital Business

LL’OREAL VIVIANNA BLANCH, Vice President, Integrated Consumer Communications, L’Oreal Paris

MARNIE LEVAN, Vice President, Integrated Consumer Communications, Maybelline New York

RACHEL WEISS, Vice President, Digital Innovation & Entrepreneurship

LG ELECTRONICS ANGEL GRANT, Senior Manager, Media & Digital Marketing

LOWE’SGIHAD JAWHAR, Vice President, Digital Development

MICHAEL RYAN, Director, Digital Marketing & CRM

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LUXOTTICA GROUPERIC TASH, Senior Manager, Digital and Social Media Marketing – Pearle Vision Tash helps lead national and local digital initiatives for the Pearle Vision brand in the U.S., Canada and Puerto Rico. He comes from Prestige Brands where he was most recently the company’s senior manager, digital marketing.

MMARS WRIGLEY CONFECTIONARY BILL DILLON, Senior Manager, E-Commerce/Digital Markets

HEIDI MACKEY, Senior Category Manager

HANNAH MCKEE, Shopper Marketing Manager See profile on page 10

AMANDA ZAKY, Senior Manager, Digital Media

MASCOTANUJA SINGEETHAM, Vice President, Digital Marketing Singeetham is responsible for leading and driving dig-ital marketing, social me-dia, CRM, promotions and e-commerce initiatives for the Behr and Kilz paint and primer brands.

MASTER LOCKMARTI GAHLMAN, Director, Digital Strategy

MATTELHADI ABRISHAMCHIAN, Head of U.S. Amazon Shopper Marketing Abrishamchian leads all Amazon U.S. shopper mar-keting and strategic sales planning across Amazon Toys & Games and Baby categories for all Mattel and Fisher-Price brands.

MEAD JOHNSON NUTRITION SHERILYN GARRARD, U.S. Operations Manager, Direct to Consumer E-Commerce

MEIJER MICHAEL ROSS, Vice President, Marketing Ross leads the strategy and vision for deepening customer engagement, personalization, loyalty and advancing digital for the Grand Rapids, Michigan-based chain.

MICHAELS STORESTHOMAS HOEHN, Vice President, Digital Marketing Hoehn leads Michaels’ digital marketing efforts including social, search, mobile app and website (home and land-ing pages).

MICROSOFT RYAN MALLETT, Digital Marketing Manager, U.S. Retail See profile on page 12

MILLERCOORS BRIAN POKORNY, Precision and Digital Marketing Pokorny leads digital marketing efforts at MillerCoors, focusing on building out data capabilities and infrastructure in order to more precisely market to legal drinking age consumers.

JOSH WEXELBAUM, Senior Marketing Director, Emerging Brands

MOET HENNESSY USA ISABELA GABALDON, E-Retail Manager, Southeast RegionGabaldon leads digital commercial sales efforts and works with the SE Region sales team along with distributor manag-ers/consultants to drive the company’s digital visibility, e-commerce sales and performance with key retailers/chains in the fast-growing segment of online bev-erage alcohol sales.

KYLE YEARICK, Vice President, Trade Marketing

MOHAWK INDUSTRIESAMY LUTZ, Director, Digital Operations

MOLSON COORS BREWINGSTEPHEN SURMAN, Head of Global Digital & E-Commerce Strategy

NNBC UNIVERSAL STUDIOSJOSEPH EIBERT, Vice President, Global Digital Marketing

NESTLE USA GINGER WILSON, Shopper Strategist, Best Practices Wilson leads shopper mar-keting best practices for Nestle USA by providing thought leadership, best practices and enablers that drive effective strategy, digital engagement and activation across more than 30 brands.

NORTHERN TOOL & EQUIPMENT CO.NATE MILLER, Vice President, E-Commerce Marketing & Web Design

PPEPSICO RISA ANDERSEN, Director, Digital Shopper Conversion Andersen leads digital shopper conversion for PepsiCo’s Demand Accelerator Team, building organizational digital marketing expertise and discipline within shopper marketing, and driving digital innovation for PepsiCo’s portfolio in retail.

next big social media platform, many retailers are interested in knowing what’s the next big thing (other than pricing promotions) in the digital space. They know their shoppers are moving to the digital space to make their routine purchases, and retailers know they need CPGs to help them be on the cusp of what’s next with their shoppers.

How can brands take better advantage of the opportunities in digital?MCKEE: Brand teams should look to partner more closely with their shopper marketing and sales counterparts to drive the most awareness and relevance with the shopper at key retailers. Many retailers have their own digital toolboxes that CPGs can leverage. If brand teams are willing to invest at strategic retailers, they may see exponential results versus investing in the national, overarch-ing reach plans. Also, we see a lot of overlap in the tools and tactics each different marketing function might use to drive purchase in-tent. By working together with the brand teams, we can drive syn-ergies in shopper targeting and investment levels to ensure more bases are covered instead of overlapping spends and targeting with mixed messaging.

How do you keep an ear to the ground in such an ever-changing digital landscape?MCKEE: I download the latest mobile shopping apps to my phone, get on social media and play around on retailer sites to keep pace with how shoppers purchase these days. There are so many apps, retailers and information sources that it can be overwhelming, but having first-hand experience is the best way to come up with that next big idea.

— Institute Staff

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 increases and category growth. Mars Wrigley Confectionery has a large focus on digital as we have a number of teams that work together to ensure the digital path to purchase is covered from consumer to shopper including brand marketing, shopper marketing and the digital commerce team. We regularly see high performance with digital, social and mobile tactics. We are constantly testing and learning with retailers and third-party vendors to stay on the leading edge.

Can you share a recent example of your team’s work that stands out?MCKEE: In 2017, we launched one of our biggest innovations to date – M&M’s Caramel. The shopper marketing team was tasked with customizing the national launch across our top channels and retailers to bring unique excitement to each. In order to ensure a cohesive look across the U.S., the brand team provided the shop-per marketing team with select strategic assets. For the first time ever, we drove synergies and created one brief that included the needs and requests of each key retailer. By doing this, we were able to pool our dollars and drive more efficient spends with our third-party vendors. We worked with our agency partners to customize plans based on each retailer’s look and feel, flighting times, digital/mobile/social vendors used and more to ensure each retailer had something special when they launched the new item. Overall, the launch exceeded expectations and retailers were happy with the level of customization and excitement they received to drive sales. We plan to recreate this approach for key innovation launches in the future.

Where do you see digital shopper marketing headed in the next few years?MCKEE: From augmented reality to artificial intelligence to the

MARS WRIGLEY CONFECTIONARY: HANNAH MCKEE, Shopper Marketing Manager

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DANA LAWRENCE, Senior Director of Marketing, Shopper Marketing Programs & Digital Media Lawrence leads the development of shopper marketing brand programs, including Lay’s, Doritos, Cheetos, Ruffles, Stacy’s, Sunchips and Mountain Dew at PepsiCo’s top 10 customers. She also oversees digital media strategy and planning to drive shopper conversion.

ELENA PARLATORE, Senior Director, Consumer Experience

BRANDI RAY, Director of Marketing, Ruffles

PETSMARTBRENT COOKE, Vice President of Loyalty, CRM & Marketing Insights

PFIZER BRYAN CHUPP, Director, Digital Marketing Chupp directs the digital marketing team that is re-sponsible for creating and executing digital strategies for each PCH brand and launching capa-bilities, technologies and best practices that lift performance of all the brands.

PHILIP MORRISNICOLE BAUMSTARK, Senior Director, Digital & Marketing Services

PHILIPS KELLY DOWNEY, Vice President of Marketing Operations Downey is driving the evo-lution of Philips NA into a world-class leader in both digital and consumer care and market-ing. She is responsible for the overall vision, strategy, operating plan, and ex-ecution for Philips NA digital excellence, consumer care, creative services and shopper marketing.

PROCTER & GAMBLE JORDAN DENTON, Shopper Insights Senior Manager, NA, E-Commerce Denton uncovers and ac-tivates powerful shopper

and user experience insights that drive strategy, deliver breakthrough shopping experiences, and optimize initiatives for CPG at the largest e-commerce retailers in the industry.

ASHLEY DIAMOND, P&G Walmart Team Associate Director – Omnichannel Business

BRUCE LUX, Global Digital & E-Commerce Marketing Leader

RREMY COINTREAU USAHEATHER BERGSTEIN, Senior Director, E-Commerce Bergstein leads e-com-merce strategy and initia-tives for Remy Cointreau USA. She is focused on driving the e-commerce business across the Remy portfolio of brands, developing channel-specific activation strategies and pro-grams, cultivating retailer relationships and driving innovation through new partnerships, retail channels and e-com-merce opportunities.

REYNOLDS CONSUMER PRODUCTSBRANDI PITTS, Vice President, Marketing & E-Commerce Pitts is responsible for creating the e-commerce vision and growth strategy for the Reynolds Wrap and Hefty brand portfolios. She leads the organization’s online retail strategy, content develop-ment, digital marketing and innovation roadmap.

ROBERT BOSCHSONESH SHAH, Vice President, Brand Marketing & Digital Shah is responsible for all Bosch brand marketing ac-tivities and digital transfor-mation including IoT. His role allows him to be at the intersection of customer ex-perience, brand building and technology. He previously held roles in e-commerce, sales, digital marketing, digital product development, and managed an interna-tional brand marketing team.

RUST-OLEUMLISA BIALECKI, Senior Director, Integrated Communications

SSABRA DIPPING COMPANY RYAN SAGHIR, Director, Digital Marketing Saghir leads the digital strategic vision and leader-ship at Sabra (a PepsiCo-Strauss joint venture). He is responsible for the organization’s online presence and identifying optimal go-to-market strategies across e-commerce, digital media, influencer/PR and social ecosystems.

SC JOHNSON & SON ANDREW FRAILING, Director, Shopper Marketing

SCOTTS MIRACLE-GROBILL LITFIN, Global Director, Digital and Content

SHERWIN-WILLIAMSMEGHAN VICKERS, E-Business Marketing Director

SOUTHEASTERN GROCERSGEORGE SMITH, Director of Digital Marketing

STANLEY BLACK & DECKERROBERT ROSS, Vice President, Digital Product Innovation & Marketing

TTARGET LORI O’NEAL, Senior Director, Target Media Network Sales & Strategy O’Neal and her team are responsible for partnering with brands and agencies to deliver relevant media solutions and insights. She works with some of the na-tion’s largest brands to evangelize the power of leveraging rich data to drive impactful advertising outcomes.

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How can brands – in general – take better advantage of the opportunities in digital?MALLETT: Digital marketing provides such a robust opportunity to meet your customers where they are, but often it seems like there is a lack of a cohesive strategy behind the tactics and mes-saging put into market, making a campaign feel disjointed. A well-defined strategy is key to getting the most out of digital.

What does omnichannel mean to you in your current role?MALLETT: It comes down to staying tuned into what our partners are doing and understanding where their roadmap is taking us. That way we’re ready to partner at every opportunity to make our experiences as seamless and continuous as possible. I also stay con-nected with my visual merchandising counterpart to ensure that we’re aligned in our messaging between in-store and online and are constantly looking for new ways to connect the experiences.

What digital devices and services do you use most often, and how much of an omnichannel shopper are you?MALLETT: I’m a huge fan of wearables and smart home solutions, even though I was skeptical at first. Turning up my home’s tem-perature before we arrive home from a weekend away or keep-ing an eye on home security directly from my mobile device is extremely convenient. I’m almost strictly an online shopper these days because it’s become so fast and easy. With that said, I do enjoy the tactile nature of the in-store experience but truly do prefer the simplicity of the online experience.

How do you keep an ear to the ground in such an ever-changing digital landscape?MALLETT: The fast-paced nature of the digital landscape is some-thing I love but does make it a challenge to stay connected to the constant evolution that is occurring when you’re executing on your daily deliverables. I try to find focus time each week to read, watch and listen to industry news and events so I can stay educated and plugged into what’s happening.

— Institute Staff

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.MALLETT: As digital marketing manager, I oversee online strategy and execution for the Office and Windows categories across our key U.S. retail partner accounts. This in-cludes Best Buy, Amazon, Walmart, Costco, Office Depot, Staples and more. My focus is on setting and steering strategy while creat-ing best-in-class digital experiences through marketing programs and dot-com initiatives.

What are the goals of your overall team?MALLETT: Put simply, we want to create the best customer expe-riences possible for our products through our retail partner sites. Creating fans and delivering on our promise to help every person and organization achieve more are integral to what we do.

How does your organization promote digital innovation?MALLETT: We’re constantly working with our retail and agency partners to drive new program opportunities and initiatives. We’re encouraged to test and trial across new platforms to ensure that we are staying on the cutting edge of digital innovation and constantly learning as we go.

Can you share a recent example of your team’s work that stands out?MALLETT: Over this past holiday, our team launched Windows Mixed Reality across our retail channels, which was a massive executional effort across our digital, in-store, training and demo teams to bring our story to market. We ran full-scale media cam-paigns that drove awareness, increased purchase intent and deliv-ered foot traffic for assisted in-store demos.

Where do you see digital marketing headed in the next few years?MALLETT: I’m excited to see what’s ahead, and it’s apparent that modern technologies and trends will continue to shape the digital marketing landscape. I’m expecting to see more aggressive innova-tion in voice, augmented reality and marketing automation with artificial intelligence, along with continued growth in mobile, so-cial/influencer, personalization and video technologies.

MICROSOFT: RYAN MALLETT, Digital Marketing Manager, U.S. Retail

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Photo by Jovelle Tamayo

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WALGREENS JAY HUBER, Senior Director, Digital & Marketing

MARK SCIORTINO, Divisional Vice President, Brand Marketing Strategy & Planning

WALMARTDAVID LUEBKE, Director of Digital Marketing

KELLY THOMPSON, Senior Vice President, Chief Operating Officer, samsclub.com

WD-40 AARON BERT, Director of Customer Marketing

SHANNON EDWARDS, WD-40 Brand Manager

PAIGE PERDUE, Senior Director, Digital Marketing & E-Commerce

WHIRLPOOLCOLETTE MATTHEWS, Ph.D., Head of Global Innovation

WILTON INDUSTRIESSEAN FOOTE, Director of Digital Marketing

WONDERFUL CO.JORDAN BASS, Senior Director, E-Commerce Marketing – Fiji Water Bass leads e-commerce for The Wonderful Co. brands, including Fiji water, Pom Wonderful, Wonderful Halos, and Justin and Landmark vineyards. With his team, Bass drives the strategy and execution of e-commerce marketing, account man-agement and fulfillment.

ALICIA MOSLEY, Director, Shopper Marketing See profile on page 2

CHRISTOPHER WITTE, Vice President, Total Store Leadership Witte is responsible for leading and develop-ing category leadership, shopper insights, shopper marketing and shopper activation functions. He is responsible for the creation of Tyson/Hillshire shopper and trip engagement in protein, redeveloping Tyson’s industry-leading suite of category leadership platforms, and the reinvention of the shopper marketing and shopper activa-tion functions.

UUBISOFT PAUL AUDINO, Senior Manager, Shopper Marketing

LINDA MURPHY, Associate Director, Retail Marketing & Insights

WWAKEFERN FOODKAREN GOZZI, Vice President, Social Media, Digital Advertising & Content Creation Gozzi leads a team of 23 professionals who develop original content for social media for local and corporate pages, and paid digital advertising. Her team was selected as Social Media Team of the year in 2017 by PR News Digital Awards.

STEVE HENIG, Vice President, Digital Commerce & Analytics Henig’s career at Wakefern has included positions in the dairy, deli, grocery marketing, corporate merchandising and marketing divisions. He is responsible for increasing e-commerce sales, developing digital engagement strategies with cus-tomers, and leveraging data to uncover business insights.

DAVID PETERSON, Vice President, Target Media Network Peterson leads Target Me-dia Network which offers robust digital advertising solutions to Target’s vendor and brand partners. TMN helps advertisers connect with guests to discover the brands, deals and products they love across Target.com, mobile and other owned platforms as well as across Bullseye Marketplace, a curated group of premium publishers and social platforms.

BRENT ROSSO, Vice President, Digital Media and Search Rosso is responsible for leading the strategy, ex-ecution and optimization of digital media. He leads many of Target’s core digital media functions, including search marketing, affiliate marketing and Guest Access, Target’s next-generation marketing platform. He joined the com-pany in 2005 and has held several roles within digital marketing.

TIME INC. RETAIL CHRISTINE AUSTIN, Customer Marketing Director

HOLLY OAKES, Customer Marketing Director/Brand Director, News & Sports

TTI FLOOR CARE NORTH AMERICAJIM DEITZEL, Senior Director, Digital Marketing

TYSON FOODS KAREN DOAN, Senior Shopper Marketing Manager For the past nine years, Doan has worked on the company’s shopper mar-keting team with varied accounts. She has most recently managed Walmart and Sam’s for Tyson. She enjoys the digi-tal part of the job as it is always changing and something new to learn.

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