As seen in

Our 10th annual

report spotlights

more than

300 marketing

professionals who

are leading shopper

marketing efforts

at some of the

most beloved CPG

companies and

leading retailers.

WHO’S WHO in Shopper Marketing

eb Hannah has worked in retail and consumer goods for her entire career. She started in retail consulting, work-ing in IT and supply chain. Once she obtained her MBA, Hannah worked in brand management for Kimberly-

Clark and moved into shopper marketing for the first time in 2008 when the company moved brand managers into the capability. In 2011, she went to work for Starbucks to start shopper marketing and insights from the ground up for their new CPG business unit. She moved back into brand marketing for the coffee brands and be-came a merchant, doubling the snack business in Starbucks stores through small emerging brands and private-label innovation. She joined Kellogg last October.

Describe your current role.HANNAH: I lead consumer promotions and field shopper market-ing. We execute everything from scale movie and sports programs to cereal “prize inside” promotions, as well as couponing and ac-count-specific shopper marketing.

How does your organization define shopper marketing?HANNAH: Shopper marketing at Kellogg is part of our integrated commercial planning team. It is the function that connects our brands to shoppers through retail – to compel shoppers and retail-ers to love and choose our brands. That definition is a north star that allows us to enable growth by integrating the retailer and the evolving shopping perspective into holistic planning and execu-tion. It includes our need to create great collaborative relationships with our retail partners, while building brand equity and motivat-ing purchase – whether it is the retailer buying the program, or the shopper buying our food.

Can you share a recent example of your team’s work that stands out?HANNAH: What our Walmart team is doing with food trucks on Eggo and Morningstar Farms is so fun and successful. These two programs are the perfect intersection of what the brand is trying to accomplish with awareness and trial, while tapping into Walmart’s desire to make shopping more engaging, all through using a per-

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Photo by Tom Brayne

fect consumer cultural moment – the food truck trend. The events and the resulting social media have driven tremendous results.

What motivates you most in your current position?HANNAH: The tricky part, and the part that is most motivating, is that we need to really understand what drives shopper behavior and then activate against that – in a time where the future of retail and shopping is changing quickly and dramatically.

What is the shopper’s greatest need today, and how is your team or organization working to meet that need?HANNAH: The shopper’s greatest need today is not that different from what it has always been – to find and buy products that meet their needs and wants. What has changed dramatically are the shopper’s expectations for how easy or fun fulfilling those needs and desires should be. Social media and our mobile phones have primed us for instant gratification and to always be entertained, and the shopper’s expectations have risen. So we are doing work through e-commerce to shorten the path to purchase. At the same time we are creating engaging experiences at retail. 

What about shopper marketing concerns you? HANNAH: My greatest concern for shopper marketing is that it sometimes gets lost in the complexity of trying to define what it is, what it does and who it reports to. At the same time the outside world is getting more complex, too. That complexity trap – the multiple stakeholders, tactics, strategies and initiatives that shop-per marketers need to sort through on a daily basis is why we chose such a short, easy-to-remember definition.

What’s your vision of retail and shopper marketing in 5-10 years?HANNAH: We are not that far away from being able to just say out loud what we want for dinner and have it arrive an hour later – and have it be delicious and meet the shopper’s expectations for a healthy meal. Shopper marketing will change dramatically in that scenario. How do you get on the list when there is no list? How do you encourage impulse? It’s definitely an exciting time to be in shopper marketing.

— Institute Staff

KELLOGG: DEB HANNAH, Vice President, Shopper Marketing & Scale Promotions

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3M KEITH ALBRIGHT, Global Shopper Leader Albright is focused on shopper insights-led con-version. He works with a large team of shopper mar-keters in the U.S. and globally, helping to drive efficiency and effectiveness by developing common approaches to de-velopment, activation and measurement.

MELISSA KLOETSTRA, Shopper Marketing Manager, Construction & Home Improvement Markets Kloetstra leads a team of shopper marketers focused on driving growth through understanding shop-pers’ needs and wants. Her team uses this knowledge to develop targeted mar-keting programs, both pre-store and in-store, across a broad set of channels.

STACY WARNER, Manager, U.S. Retail Shopper Marketing, Stationery & Office Supplies Division Warner leads the shopper marketing strategy development and a team of shopper marketers focused on delivering omnichannel strategies and brand programs that engage shoppers and drive growth across all U.S. retail partner accounts.

AAHOLD DELHAIZE USA LINDA CROWDER, Senior Director – Partnerships, Peapod Crowder is responsible for the development and opti-mization of strategic part-nerships for Peapod, the internet grocery chain of Ahold-Delhaize. She leads the development of shopper marketing strategies and programs targeted for the e-commerce grocery business. In addi-tion, she manages the third-party media partnerships for the site.

Institute member

ICON KEYGREGG DORAZIO, Director of Brand Marketing & Planning, Giant Food Dorazio leads all market-ing strategy for the Giant brand including positioning, targeting and media. He is responsible for the de-velopment of customer campaigns in-clusive of advertising, in-store and other communications.

STACEY KEGEL, Shopper Marketing Manager, Giant Martin’s Kegel is responsible for the strategy, execution and op-timization of Giant Martin’s shopper marketing programs. She uses shopper insights to develop programs that bring value and excitement to con-sumers while allowing manufacturers the opportunity to drive volume and deliver equity messaging through the retailer’s channels.

MARK WILLIAMSON, Director of Media Partnerships, Retail Business Services Williamson leads vendor media partnerships for marketing channels that scale across the local brands of Ahold Delhaize USA.

ALBERTSONS COS. KENDAL CALLENDER, Director of Digital Partnerships and Shopper Innovation Callender says her greatest career accomplishment to date has been spearheading Albertsons’ Performance Media, which takes shop-per marketing into the next generation of digital marketing and analysis by work-ing with CPG partners to gain better ROI.

ANGELA MOORE, Director, Shopper Marketing

ANDREA OLGUIN, Director, Shopper Marketing, Strategic Planning & Sponsorships Olguin is responsible for leading shopper marketing lifestyle initiatives, competitive response programs, events and sports sponsor-ships for Albertsons’ Northern California division.

KAREN SALES, Vice President of Digital Partnerships & Shopper Marketing Sales and her team are directly responsible for col-laborating with the national and division merchandising teams and CPG partners to develop multi-year, strategic national marketing events across 2,350 stores. The team plans, executes and evaluates activations across e-commerce, digital and social media, loyalty and coupon events, in-store demos, POS and print – in coordination with national and re-gional merchandising activity.

ALCONCHRIS SUMMONS, Director, U.S. Vision Care Marketing

AMERICAN GREETINGSJULIE HERCEG, Senior Manager, Retail Marketing Herceg has helped ad-vance the company’s mis-sion of making the world a more thoughtful and caring place. She currently creates integrated marketing plans for retailers to support their stra-tegic imperatives and drive sales of the social expressions category.

ANHEUSER-BUSCHERIC HOLT, Director of Category Leadership

JIM TIETJENS, Senior Director, Trade Marketing Tietjens has more than 18 years of experience and expertise encompassing retail partnerships development, strate-gic retailer planning, shopper marketing, in-store merchandising development and execution, and digital shopper engage-ment. Upon delivering several successful retailer partnership campaigns, he now leads Anheuser-Busch’s efforts to create more digital shopper value for consum-ers through a partnership with mobile rewards app Ibotta.

BBACARDI U.S.A. LORRAN BROWN-COSBY, Senior Director, Channel Strategy and Marketing Brown-Cosby is the prima-ry owner of omnichannel strategic plans and growth drivers that engage and convert shop-pers across beer, wine and spirits cat-egories. She heads up shopper market-ing, multicultural, strategic partnerships, e-commerce, national promotions and merchandising efforts at the company, and communicates plans across the ma-trix on a corporate, distributor, country and functional basis.

RENATE JUENGLING, Shopper Marketing, Rums

BAI BRANDS KAT HADDON, Director of Shopper Marketing

BARILLA AMERICA DEBBIE ZEFTING, Director, Shopper Strategy & Engagement Zefting leads the shopper strategy team which in-cludes shopper marketing, consumer promotions, in-store merchan-dising and marketing services, support-ing the brand strategy by extending it in brick-and-mortar and digital commerce customers.

BAYER HEALTHCARE DOMINIQUE BRUNO, Manager, Shopper Marketing

SCOTT DUFFY, Manager, Shopper Marketing Duffy leads the develop-ment and execution of insights-driven, retailer- or channel-specific shopper marketing programs that align to Bayer’s brand strategies for Claritin, Alka-Seltzer Plus, Afrin, Coricidin HBP, hydraSense, OAD and Citracal at Walgreens.

MARY FITZGERALD, Senior Manager, Customer Marketing, Walgreens Team

SEAN GAFFNEY, Senior Manager, Shopper Marketing Gaffney is the shopper marketing lead for analge-sics and footcare brands, responsible for profitably building the function. In recent work, he developed the shopper strategy for the Aleve Back & Muscle Pain launch.

REBECCA KEANE, Associate Manager, Customer Marketing – Walgreens Team Keane leads the develop-ment and execution of insights-driven, retailer or channel-spe-cific shopper marketing programs that align to Bayer’s brand strategies for Dr. Scholl’s, MiraLAX, Alka-Seltzer, Phillips and TRUbiotics at Walgreens.

EILEEN WOLFE, Senior Manager, Shopper Marketing Insights, Digital & Execution

BEAM SUNTORY EMILY CARPIN, Commercial Marketing Director, Whiskey Portfolio

MICHELLE CATER, Senior Director, Commercial Planning

ED GAMARANO, Senior Director, Category Management

BEIERSDORF ROB CIAFFAGLIONE, Team Leader, Shopper and Customer Marketing Ciaffaglione leads the development and execu-tion of shopper marketing strategies across all Beiersdorf skincare brands including Nivea, Nivea Men, Eucerin and Aquaphor.

HILLARY FLEMING, Shopper Marketing Manager – Drug Channel Fleming plans and man-ages the annual shopper marketing calendar for CVS, Walgreens and Rite Aid. This in-cludes loyalty and beauty programs as well as unique shopper programs that generate trial of product innovations.

CARMINA MIO, Shopper Marketing Manager Mio is responsible for the development and execu-tion of shopper marketing strategies and tactics that are rooted in insight across the mass and grocery channels for all Beiersdorf brands. She is passionate about the consumer shopper journey and activating in a mean-ingful and consistent way across all touch-points in the omnichannel landscape.

RODNEY WAIGHTS, Vice President, Shopper and Customer Marketing Waights has more than 20 years of experience in shop-per and customer market-ing across Australia, New Zealand and Asia. He is focused on transforming and building winning shopper marketing, trade marketing and category management ca-pabilities within Beiersdorf’s USA affiliate.

BIC PAT FITZSIMONS, U.S. Team Leader, Shopper Insights & Category Management FitzSimons currently leads the shopper insight and category management team for BIC U.S.

BIG Y FOODSHARRY KIMBALL, Director of Database Marketing

BIGELOW TEA CO. MISSY HACKETT, Shopper Marketing Manager

BIMBO BAKERIES USA JACQUE JAMES, National Account Executive – Shopper Marketing James leads current shop-per marketing efforts and expansion of the capabil-ity throughout the organization. She turns insights into action for Kroger and brand-level initiatives that drive sales, profitability and increased households, fueling greater ROIs. A key focus is on meal occasion activations while deliver-ing on micro holidays.

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MAUREEN STICCO, Director of Marketing Sticco is responsible for developing the marketing strategy for new and exist-ing products for the En-tenmann’s Sweet Baked Goods brands. She oversees implementation of the marketing strategy including campaigns, events, shopper marketing programs, digital and PR.

BLOUNT FINE FOODS ANN GREEN, Senior Brand Manager Green leads the brand and shopper marketing initia-tives for Panera, Legal Sea Foods, and Blount fresh soups across all retail channels.

BOB EVANS FARMS KIM BESST, Senior Marketing Manager With more than 20 years in CPG, agency and retail, Besst leads shopper initia-tives at Bob Evans Foods. Her team focuses on highly effective vol-ume-driving programs as well as brand and category expansion.

BOULDER BRANDSNICOLE PAVLICA, Director of Integrated Marketing

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 Brown-Forman’s portfolio of premium spirit brands with the com-pany’s national account retail partners.

BUMBLE BEE SEAFOODSJOE BERRY, Vice President of Category Development and Research

RYAN TANAKA, Director of Category Management

BUTTERBALLKYLE LOCK, Senior Director, Retail Marketing Lock is responsible for transforming Butterball’s protein-leading consumer insights into a winning portfolio of every-day and holiday turkey products driven by loyalty-building 360° consumer com-munication.

CCAMPBELL SOUP HEIDI COWAN, Director, Shopper Marketing and POS Cowan leads the team responsible for planning and executing partnership programs, national scale events and re-tailer-specific programs for the Campbell Snacks division of Campbell Soup. She joined the company in 2016 and previ-ously held positions with Nike, Starbucks and Circle K.

ASHLEY CUTLER, Shopper Marketing Lead With a portfolio of brands ranging from Prego pasta sauce to Plum baby food, Cutler delivers strategic and breakthrough shopper solutions that amplify brands, drive retailer growth and inspire shopper action.

MEGAN HENNIGAN, Team Leader, Shopper Marketing Hennigan leads shop-per marketing across the Campbell, Pepperidge Farm, Plum and C-Fresh businesses for Campbell’s Sales. Her team focuses on retailer partnerships, driving solutions for shoppers, and integrating shopper mar-keting into the total marketing plan.

BRYAN KLINE, Shopper Marketing Manager Kline’s role is to lever-age category and shop-per insights to develop volume-driving programs for strategic customers. In addition, he executes national scale events during high consumption timeframes.

CANDLE-LITEELISE OSENBAUGH, Shopper Marketing Manager

CANON USACHRIS SEDLACEK, Senior Director, Digital Marketing Services

CARL BUDDIG AND CO.ROBERT GAY, Vice President of Marketing

CENTRAL GARDEN & PET LISA BARNES, Director of Shopper Marketing/Sales Strategy & Planning Lead

KEVIN SMITH, Senior Director of Marketing Operations

CHOBANISONIA DALVI, Director, Customer Marketing

TINA MEHTA, Senior Channel Marketing Manager

CHURCH & DWIGHT DAN BRACKEN, Vice President, Consumer Engagement

CINDY MANZO, Senior Manager, Shopper Marketing, Merchandising and Partnerships

CLIF BAR CHRISTINE JENSEN, Senior Shopper Marketing Manager See profile on page 15

CLOROX DAVID CARDONA, Director of Shopper Marketing, CAS & Multi-Cultural Capabilities

COCA-COLA DANA BARBA, Assistant Vice President, Shopper MarketingBarba leads national retail sales shopper marketing for the East U.S. She and her team leverage shopper insights and col-laborative business planning to bring to life the shopper path to purchase.

KELLY BOATRIGHT, Group Director, Shopper Marketing Center of Excellence Boatright leads the Shop-per Marketing COE and is responsible for delivering shopper strat-egy and solutions across Coca-Cola’s brand assets, occasions, partnerships, merchandising and digital. She’s won two Supplier of the Year Awards where shopper marketing was recognized as a key contributor to the decision.

TAMMY BRUMFIELD, Assistant Vice President, Shopper Marketing – West Region Brumfield is responsible for leading shopper marketing programs for Coca-Cola’s West region customers. Her background includes leadership roles at The Mars Agency and Conagra Brands.

LYNN CAMPBELL, Global Vice President, Shopper Marketing

APRIL CARLISLE, Vice President, Shopper Marketing, National Retail Sales Carlisle leads the shopper marketing team for Coca-Cola’s national retail sales customers. She previously held leadership roles at Leo Burnett Group/Arc Worldwide and Procter & Gamble.

STACY JACKSON, Vice President, Strategy Development & Shopper Marketing Jackson identifies and aligns emerging trends and business opportunities establishing joint partnership between Coca-Cola and Kroger. She and her team lead the development of key shopper market-ing programs to increase household penetration and basket size among loyal Kroger shoppers.

DOUG MIDDLEBROOKS, Assistant Vice President, Shopper Marketing, National Convenience Retail Middlebrooks leads a high-energy, high-impact team of marketers who create contoured shopper solutions for convenience retail customers nationally, specializing in full path to purchase, digital, proximity and occasion-based marketing.

RACHEL SMITH, Assistant Vice President, Customer Marketing

COLGATE- PALMOLIVE JAIRO GARCIA, Shopper Marketing Director, Walmart & Sam’s Club Garcia is responsible for Oral Care, Personal Care and Home Care shopper marketing strategies and programs to drive profitable category growth for Col-gate, Walmart and Sam’s Club.

DIPIKA HEMDEV, Shopper Marketing Manager, Oral CareHemdev joined the company in 2016 and has since led strategy and execution of key platforms and brand activations for per-sonal care and home care brands including Irish Spring, Softsoap and Palmolive. 

JOANNE MURPHY, Director of Shopper Marketing

CONAGRA BRANDS ALLISON DUCHARME, Shopper Marketing, Retail Innovation Manager With experiences at both retailer and CPG compa-nies, Ducharme develops in-store merchandising vehicles across all retailers for key brands. She focuses on establishing new vendor/partner re-lationships and innovative programs to accelerate new product launches and increase size of basket. She also manages allocated A&P funding to drive brand and company strategy, while maximizing ROI.

ARIAMNA FERNANDEZ, Shopper Marketing, Retail Innovation Manager With several years of do-mestic and international experience, Fernandez develops in-store vehicles across all retailers. She leads new vendor/partner relationships and innovative programs to accelerate new product launches, and increase size of basket. She also deter-mines optimal use of advertising and promotion funding and maximizing ROI.

KRISTEN KLEI, Shopper Marketing Manager – Walmart Klei is responsible for developing shopper pro-grams at Walmart that drive Conagra’s Grocery and Snacks business. Prior to joining the company in 2016, she worked for Kimberly-Clark and The Hershey Co.

ANDREA KNIGHT, Shopper Marketing Manager – Walmart Knight is responsible for the development of shop-per marketing strategies and initiatives at Walmart. She is focused on optimization of strategic partnerships that create seamless shopping experi-ences and drive shopper conversion. She has 12 years of experience in planning and developing omnichannel shopper marketing programs across a wide range of CPG categories.

AARON NEWHOUSE, Director, Shopper Marketing Newhouse leads the team responsible for the strategy, development and execu-tion of shopper marketing programming across key grocery channel retail partners.

MATT PABST, Director, Shopper Marketing – Walmart Pabst leads the company’s Walmart shopper market-ing team and directs mar-keting strategy and activation. He is a thought leader focused on the intersec-tion of shopper marketing, e-commerce and technology.

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lysia Ross saw a dream job opportunity in Danone North America’s (then The Dannon Co.’s) opening for an experi-enced shopper marketer to establish and lead a headquar-ters-based shopper team. She had already held various

shopper and foodservice roles in the food and beverage industry at PepsiCo and Dr Pepper Snapple Group. She’s even worked on the agency side leading shopper teams and embracing the role of drug channel leadership. For Ross, establishing and socializing a strategic shopper discipline at a company like Dannon was an op-portunity she couldn’t pass up.

Please describe your current role.ROSS: I lead the yogurt business unit center shopper marketing team, acting as the liaison between the yogurt brand teams and the retail teams in the field. My role includes working with the brands on their shopper strategy and platforms, and disseminating that information to the field and helping them in customizing it for their retailers. My role also includes profit and loss responsibility for the field and agency budgets.

How does your company define shopper marketing?ROSS: Create solutions that meet retailer objectives and shopper needs. Convert trips. Differentiate Danone brands from the com-petition. Drive awareness, trial and repeat. Grow the basket and enhance quality merchandising execution.

What motivates you most in your current position?ROSS: When Danone joined with WhiteWave, we recognized the possibilities to make an impact through our impressive portfolio of brands. As we work to bring together our culture, systems and ways of working, what motivates me is being a part of the journey we have made over the past year, and watching these two purpose-driven companies come together.

How has shopper marketing moved forward in the past decade?ROSS: Over the last decade, shopper has progressed from being considered a very tactical, executional function (often confused or even combined with trade marketing), to leading as an insight-

APhoto by Mark Conrad

based and strategic discipline. With the widespread acquisition of custom shopper data and its availability, personalization is a necessity to any campaign. Digital tools have also played a role in the customization of shopper communication – no longer an afterthought, but an essential part of any campaign that attempts to speak to the shopper across her journey.

What is the shopper’s greatest need today?ROSS: Customized, convenient solutions are the core of the shop-per’s needs. It boils down to making the shopper’s life a little easier. Whether it’s a merchandising solution that showcases the ingre-dients to a recipe, a customized email that provides coupons for the brands I use or an online grocery delivery system that knows the items I need, shoppers are hungry for ways to make their lives easier and use their time more efficiently.

How is your team or organization working to meet that need?ROSS: As a leader in the dairy and plant-based offerings, Danone North America has a portfolio of brands that meets shoppers across seasons, occasions and need states. To capitalize on this, we are creating a series of portfolio events that both align with re-tailer calendars and showcase our brands under umbrella themes that make sense to our shoppers. For example, no other company can provide breakfast choices for the entire family and its varying tastes – from coffee to creamers to organic milk, dairy, nut and plant-based yogurts, our portfolio can help build the basket for our customers and provide solutions for our shoppers.

What’s your vision of retail and shopper marketing in 5-10 years?ROSS: As shopping continues to migrate online, influencing pur-chase decisions will evolve. As the virtual shelf replaces the metal shelf, new approaches will need to be developed to disrupt the shopping experience across the path to purchase. Personalization will be key to this, and as our access to data grows, it will provide the opportunity to tailor communications to the shopper at the right time, with the right message, with the right vehicle.

— Institute Staff

DANONE NORTH AMERICA: ALYSIA ROSS, Director, Shopper Marketing

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BOB WAIBEL, Senior Director, Shopper Marketing Waibel leads the shopper marketing and retail in-novation teams at Conagra Brands. He and the shopper marketing team work closely with customers to understand how consumers behave as shoppers in an omnichannel environ-ment and leverage that intelligence to inspire usage and drive conversion.

CONAIR CORP. PAULETTE HELLER, Vice President of Marketing

CONSTELLATION BRANDS JASON ALVING, Shopper Marketing Director

THERESA SANDHU, Shopper Marketing Director

COSTCO WHOLESALEPAUL LATHAM, Senior Vice President, Marketing Services

CRAYOLA MIMI DIXON, Manager, Brand Equity, Strategy & Activation

RICHARD STRINGER, Vice President, Customer Leader Center Stringer is responsible for sales strategy, category management, shopper insights, merchandising, business intelli-gence and planning. Core to Crayola’s CLC is the triangulation of shopper, category and customer insights to improve aisle, category and departmental productivity.

CVS HEALTH ERIN CONDON, Vice President of Front Store & Omnichannel Marketing

MICHELE DRISCOLL, Vice President, Retail Growth Portfolio

JAMES HALLOCK, Senior Director, Loyalty & Personalization Program Strategy

AMY SCHROEDER, Director, Loyalty & Personalization

GRANT VIOLANTI, Senior Director of Loyalty & Personalization

CYTOSPORTJENNIFER GUMM, Director of Customer Marketing Gumm is responsible for leading the development and execution of shopper marketing strategies across all brands within Muscle Milk’s portfolio, working cross-functionally to align on objectives and retailer strategies to engage shoppers and positively impact sales conversion.

DDANONE NORTH AMERICA TONY FUNG, Senior Shopper Marketing Manager Fung brings 11 years of experience in shopper marketing including tradi-tional and digital. He currently leads the shopper marketing and strategic plan-ning from an omnichannel standpoint for Danone North America on the Kroger business. He also has experience leading grocery and mass channel customers. 

ALYSIA ROSS, Director, Shopper Marketing See profile on page 7

DAS COS. CHARLES WHITE, Vice President, Brands & Marketing White leads RoadPro Brands, the number one GM brand portfolio to convenience markets, and parent DAS Companies to market, devising market-ing strategies; building strong, innovative brands; capturing customer insights; nurturing audiences and deploying shopper marketing solutions.

DEL MONTE FOODS JENNIFER REINER, Senior Director, Omnichannel Marketing & E-Commerce Reiner develops integrated marketing communication plans and builds functional and organiza-tional capability. She is directly respon-sible for shopper marketing, digital, con-sumer promotions, Del Monte Kitchens, creative services, agency management and e-commerce.

D.G. YUENGLING & SON CHRIS SEIGH, Trade Marketing Manager Seigh leads shopper mar-keting efforts with large- and small-format national accounts, driving activation and customization. His focus is on utiliz-ing actionable insights to drive solutions that influence behavior and demand across multiple touchpoints at retail.

DIAGEOCATHERINE MOFFATT, Vice President, Global Shopper Planning & Customer Marketing Centre of Excellence

LINDSAY SMALLWOOD, Beer Customer Marketing Manager – Chains

DOLE FOOD KELLEE MILLER, Director, Shopper Marketing With a blended back-ground in brand manage-ment and shopper market-ing, Miller leads shopper marketing at the company to partner with retailers, with a focus on shopper loyalty, retention and education. She is a liaison for key business stakeholders while also serving as the voice of the re-tailer and shopper.

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

DOMINO FOODS TOM GOULD, Director, Consumer Marketing and Sales Planning

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DR PEPPER SNAPPLE GROUP ANDREW BARKER, Senior Director, Shopper Marketing

SHEILA BONNER, Vice President, Shopper Marketing, E-Commerce and Sales Planning Bonner leads the shopper marketing and omnichan-nel strategy, programming and partner-ship development for priority national and regional retailers, e-commerce sales and marketing, sales planning communi-cation and joint business planning. In her multiple roles at DPSG she’s driven com-mercial and corporate strategy, planning and shopper insights.

DRISCOLL STRAWBERRY ASSOCIATESCHUCK SWEENEY, Director of Category Development

DURACELL BRANDON BARR, Director of Retail Marketing & Insights

PETER GORZKOWSKI, Director, North America Shopper Marketing Aside from leading the North American shopper marketing organization for Duracell, Gorzkowski’s main objective is to find the intersection of shopper and consumer insights that enable the brand to delight the shopper with a unique shop-ping experience.

LINDSAY MULLENGER, Shopper Marketing Brand Manager

EE. & J. GALLO WINERY PHILLIP CLEVELAND, Director, Shopper Marketing Cleveland leads shopper marketing efforts in devel-oping omnichannel pro-grams and retail solutions for the Eastern area. He and his team focus on brand-building, insights-driven platforms that resonate with shoppers, drive traffic in-store and grow share within the category.

JULIE FISHER, Director, Shopper Marketing Fisher manages the port-folio of wines and spirits for the Northern geogra-phy, as well as channel and retail strategy. Her objective is to reach the hearts and minds of adult beverage shoppers to drive memorable occasions with products they will love.

BETH OROZCO, Managing Director, Shopper Marketing

JOHN SCHOENECKER, Director, Shopper Marketing Schoenecker leads a team responsible for the strat-egy, development and ex-ecution of shopper and digital marketing programs with key retail and distributor partners across the Western U.S.

HERB SMITH, Vice President, Off-Premise Customer Development, Category Management and Control States Smith’s responsibilities include all grocery chains, convenience, club, dollar, mass and discount chains. He is most proud of the collaborative relationships he has built with all of his customers. Smith assumed his current post in January 2005.

JAMIE WILLIAMSON, Creative Director, Gallo Shopper 360 Williamson is the creative lead over Gallo Shopper 360, the internal shopper marketing agency serving the E. & J. Gallo portfolio of wine and spirits brands.

EDGEWELL PERSONAL CARE JILL DELELLE, Manager, Shopper Marketing

JULIE CHRISTIDES, Director of Category and Shopper Activation

JACKIE KUNREUTHER, Senior Manager, Shopper Marketing

JONATHAN RHYAN, Senior Manager, Shopper Marketing

BETH ST. RAYMOND, Director of Shopper Marketing, Merchandising and Display

ENERGIZER HOLDINGS THU BANG, Senior Manager, Americas Shopper Activation

MIKE LAMPMAN, Vice President, Commercial Strategy & Trade Marketing

FFAMILY DOLLAR STORES MATTHEW MARTIN, Vice President, Marketing & Customer Experience

GAIL MERCER, Director, Marketing Planning & Strategy

DONALD SMITH, Vice President, Marketing

FERRERO USA MARK KENDRAT, Director of Trade Marketing

FIRST QUALITY RETAIL SERVICES PAM NOBLIN, E-Commerce Manager, Walmart.com & SamsClub.com Noblin has more than 10 years of shopper market-ing experience and excels at merging the in-store and online shopping experience. She is currently leading e-commerce for Walmart.com and SamsClub.com for pri-vate label and branded products.

KIP OLMSTEAD, Chief Marketing Officer, Store Brands

FOOD LION NEIL NORMAN, Director of Customer Loyalty & Shopper Marketing Norman is helping to deliver exceptional value through Food Lion MVP loyalty card programs such as Shop & Earn personalized digital monthly re-wards, 360 ongoing multi-channel per-sonalization campaigns, shopper market-ing thematic events, and digital/social/new items CPG events.

FRANK BRUNCKHORST RUTHANN LAMORE, Director of Retail Marketing

FRESH DIRECT MICHELLE HARMON-MADSEN, Senior Vice President, Brand Partnerships & Sponsorship Harmon-Madsen launched an extensive brand partnerships platform to connect brands with FreshDirect’s massive base of highly engaged online shoppers. She integrates brands and drives growth across the FreshDirect and FoodKick shopping experiences via cre-ative, scalable marketing solutions.

GGE APPLIANCES LAURA BAILEY, Senior Manager, Shopper Marketing

TIMOTHY MATIS, General Manager of Brand & Advertising

GE CONSUMER AND INDUSTRIAL ROCHELLE HARTIGAN, Marketing Manager – Branding Hartigan manages brand and national advertising. She is focused on creating a clear and positive consumer experience throughout the path to purchase journey from building awareness to converting shoppers to buy at the point of purchase.

GENERAL MILLS TIFFANY CARVER, Director, Customer & Shopper Marketing – Canada

JAY PICCONATTO, Marketing Director, Shopper Marketing

GEORGIA-PACIFICDOUWE BERGSMA, Chief Marketing Officer Bergsma leads brand building for Georgia-Pacific’s consumer brands, including shopper market-ing and media. He was an early shopper marketing pioneer at Procter & Gamble and continues to successfully build and leverage shopper marketing in his cur-rent role.

MIKE FELDMAN, Senior Marketing Manager Feldman leads Georgia-Pacific’s consumer mar-keting across all Amazon platforms. His primary responsibilities include leading marketing strategy and executing media, merchan-dising and promotional campaigns.

DALYN MATHEWS, Shopper Marketing Senior Associate Manager

DREW MATHIAS, Senior Shopper Marketing Manager

JULIE SCHNEID, Omnichannel Shopper Marketing Manager – Walmart & Sam’s Club

BRIAN SULLIVANO, Senior Director, Shopper Marketing & Media

RICHARD WRIGHT, Senior Manager, Shopper Marketing Wright leads the develop-ment of insight-driven retailer specific marketing programs at Target and the Dollar Chan-nel retailers. He has more than 13 years of CPG experience, holding positions in brand management, trade marketing and shopper marketing. Prior to his cur-rent role, he worked in shopper market-ing across various grocery, drug and mass accounts.

GIANT EAGLEASHLEY DOWNEY, Loyalty & Brand Director Downey leads loyalty initia-tives for the chain and de-velops customer marketing programs to include digital coupons, customer rewards and discount offerings in collaboration with company leadership and CPG partners.

GLAXOSMITHKLINE TONY BALK, Shopper Marketing Team Lead – Walgreens/Target Balk leads shopper mar-keting strategy, planning and activation at Target, Walgreens and Dollar General across GSK’s portfolio of OTC products, includ-ing Flonase, Nicorette, Tums, Theraflu, Excedrin and Sensodyne. He specializes in developing and executing differentiated brand and category platforms through digital, in-store and co-creation initiatives.

RENEE HARRIS, Shopper Marketing Team Lead – Walmart/Club Harris leads the Walmart and Club shopper market-ing team responsible for driving profitable volume growth and building GSK brand equity as well as the shopper marketing strategy for GSK’s oral health brands.

NANCY MACDONALD, Shopper Marketing Team Lead MacDonald leads national shopper marketing strat-egy for GSK’s respiratory and pain brands with expertise in RX to OTC launches and using insight to drive activation at its top customers. Key brands of focus are Flonase, Excedrin, Theraflu and Breathe Right.

GODIVA CHOCOLATIER ANNA DELICATA, Manager, Shopper Marketing

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ith a background in fine arts/oil painting, Joe Wills’ path to Pernod Ricard was anything but traditional. From an assistant buying position at Wynn Resorts to mastering JDA space planning at Sears Holdings, Wills

then jumped into a traditional CPG category management position with Sara Lee before heading into shopper marketing and hybrid roles.

Please describe your current role.WILLS: I hold the position of senior customer solutions manager within Pernod Ricard’s off-premise national account team. Work-ing in conjunction with the sales team, my primary goal is to iden-tify and commercialize insights on industry trends, retail trends and consumer shopping habits that support our overall sales objec-tives. Once key programs are developed and executed I am also responsible for providing post-event analysis that is fed up through our finance team for further ROI analysis. Based in Chicago, it is no surprise that my key customers include Walgreens, Rite Aid, Jewel-Osco, Mariano’s and other Illinois regional chain customers.

Can you share a recent example of your team’s work that stands out?WILLS: My company has really narrowed its focus to develop pur-poseful innovation based on insights around the consumer taste profile and where there are gaps in the category and subsequent seg-ments. Based on this approach, we have held the top overall spirits innovation products for a couple of years, first with the launch of Jameson Caskmates Stout Edition in 2015, then again in 2017 with the launch of Absolut Lime. With both of these launches we saw trial and repeat build quickly and over time sales velocities kept on increasing, all while maintaining a full 360 support for the launch.

How has shopper marketing moved forward in the past decade?WILLS: The question is, how hasn’t it? The non-linear purchase behavior of shoppers now has really helped the shopper marketing function evolve at a rapid rate. I would say that the use of data and

WPhoto by Brian Morrison

research behind a program has helped marketers become more focused and granular to gain the best ROI. As for ROI I know that we are all focused on whether the spend was efficient, but at the end of the day we really need to know if product is being moved off the shelf to shoppers’ homes to really determine if a program was successful and worth repeating.

What is the shopper’s greatest need today, and how is your team or organization working to meet that need?WILLS: Instant gratification and access to all products at all times. In the adult beverage industry there is a fine line in terms of legally what services and tactics can be executed. We have a great digital team that is starting to really push the needle in terms of content develop-ment to educate the consumer as quickly as possible as well as being able to provide instant click to consumption models where possible.

What about shopper marketing concerns you? WILLS: As we have seen on many social platforms in recent months it would be privacy and transparency. In-store shopper experienc-es aside, are we as shoppers divulging too much information to our retailers and CPG suppliers? That is yet to be determined. But as shoppers become more intelligent, it is something that all market-ers will have to keep in the back of their minds, how far is too far to take targeting, geo-fencing and traditional couponing. 

What’s your vision of retail and shopper marketing in 5-10 years?WILLS: I have a feeling that click-and-collect with click and de-livery is really going to take off, especially as Millennials start to turn into small families. We all know limited free time is a huge constraint on families of any size. With that evolution, traditional brick-and-mortar will continue to consolidate and a smaller for-mat of the traditional retail environment will emerge. From a mar-keting strategy perspective, precise communication tied to product availability is going to be key for successful sales campaigns.

— Institute Staff

PERNOD RICARD: JOE WILLS, Senior Customer Solutions Manager

HHALLMARK CARDS PATRICK GAHAGAN, Vice President, Strategic Projects

TINA MCGUIRE, Marketing Director McGuire leads shopper marketing strategy, plan-ning and activation for Hallmark with its key retail-ers. Her team is accountable for shop-per engagement plans aligning brand objectives and retailer strategies across multiple marketing touchpoints – digital, social, loyalty, promotion, personalized media and experiential.

HAPPY EGGSARA SABIN, Director of Shopper Marketing & Category Management

HEBTWYLA LUSK, Director, Strategy & Loyalty Development Lusk has been with H.E.B. for 20 years with experi-ence in grocery and general merchandise procurement management. She began the Strategy & Shopper Loy-alty team in 2006 and has led the team that’s created targeted shopper market-ing as a viable platform for the retailer.

HEINEKEN USA TARA DAY, Director, National Program Activation Day leads the commercial marketing team that devel-ops national programs for Heineken, Dos Equis, Tecate and Strong-bow brands. She focuses on the longer term vision and strategy, while driving shorter term sales and volume growth.

HENKEL NORTH AMERICA MAI CRONE, Beauty Care Shopper Marketing Manager – Walmart, Target, Sam’s Club, Kroger & Meijer Crone is responsible for leading shopper strategy and execution for Henkel’s Beauty Brands at Walmart, Target, Kroger, Meijer and Sam’s Club. Her success is driven by her abilities in working cross-functionally to develop omnichannel programs that drive both manufacturer and retailer results.

KEN KRASNOW, Vice President, Omnichannel Marketing Krasnow leads the com-pany’s efforts to drive consistent yet nuanced and personalized messages from media to shelf, overseeing the media, digital, shopper, promotions, merchandising and consumer call center teams. His mission is to build omnichannel capabilities and leverage technology to obtain one view of the consumer.

HERSHEY DALE CLARK, Senior Director, Sales Strategy & Shopper Engagement

JENNIFER O’DELL, Senior Shopper Engagement Manager O’Dell leads shopper strat-egy and activation to deliv-er insight-based integrated marketing solutions that enhance the shopping experience in and out of store. 

HILL’S PET NUTRITIONNICOLE MANZANILLA, Shopper Marketing Manager

HORMEL FOODS CORP.REBECCA CAMPBELL, E-Commerce and Digital Marketing Manager Campbell is responsible for building and executing the omnichannel shopper engagement plan at Kroger. This is cen-tered on aligning brand objectives and retailer strategies to platforms that influ-ence shopper conversion along the path to purchase.

LESLIE LEE, Director, Shopper Engagement, Hormel Digital Experience Group Lee is responsible for building and leading the field shopper engagement team to de-velop omnichannel shopper engagement plans, aligning brand objectives and retailer strategies, to platforms that influ-ence shopper conversion along the path to purchase.

SCOTT WEISENBECK, Marketing Director – Spam Brand, Legacy Brands and Innovation

HYDE TOOLSCOREY TALBOT, Vice President of Marketing & Product Development Talbot directs all product innovation, marketing oper-ations, brand management and advertising for the Hyde Group Con-struction Division, for the Hyde and Rich-ard brands. He has more than 20 years of experience in the hard goods industry.

IINGLES MARKETSJEANNE HEITHOLD, Director, Customer Marketing

INTEL RENEE NOVELLO, Director of Shopper Marketing and Global Retail Marketing Novello leads a global mar-keting team focused on developing shopper-centric retail strate-gies and execution on insight-driven programs that influence the path to pur-chase, meet business objectives, scale, can be measured and positively impact sales conversions.

IOVATE HEALTH SCIENCES BRIAN CAVANAUGH, Chief Marketing Officer

JASON PROWSE, Associate Director, Market Intelligence

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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.

CHARLES PARLA, Shopper Marketing Manager Parla has been in the in-dustry for 12 years, work-ing on both the agency and manufacturer side of business. He’s been in his current role for three years supporting the Jack Link’s brands at key customers.

JESSY TOMPKINS, Shopper Marketing Manager Tompkins joined the com-pany in 2017 after recently winning an Effie award for her work on the Huggies Brand at Target. She is now “feeding her wild side” by selling more jerky to more people.

J.M. SMUCKER MATT ALLEN, Senior Manager, Shopper Marketing Allen drives brand-based shopper marketing strate-gies and partners across internal and external groups to provide visibility of shopper marketing insights, programs and results.

LIZ MAYER, Director, Shopper Marketing Mayer leads a passionate team whose trusted retailer and brand partnerships bring families together for memorable meals and moments. The team’s focus on collaboration, shopper so-lutions and omnichannel strategies drive brand conversion and category growth.

JOHNSON & JOHNSON 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 Johnson & Johnson iconic brands. The team’s shop-per solutions are uniquely crafted to in-fluence purchase, wherever and however the shopper is shopping.

CHAUNCEY GERMIN, Manager, Shopper Insights and Category Design

PIA KELLY, Senior Manager, Shopper Marketing & Insights Kelly leads omnichannel shopper marketing efforts for Johnson & Johnson con-sumer brands at CVS and on CVS.com.

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

KIM MCGOUGH, Manager, Shopper Marketing & Consumer Promotions – U.S. Self Care-Pain McGough is responsible for leading and developing national and shopper marketing omnichannel plans to meet today’s shoppers needs across the U.S. Self Care-Pain franchise. She has successfully helped lead multi-brand U.S. Self Care-Commercial Events with maximum partnership at top customers, and innovative shopper activation plans against key new product launches.

YASMEEN SPOTWOOD, Shopper Marketing Manager

TANVI THAKER, Shopper Marketing Manager, U.S. OTC Thaker and her team de-velop and activate allergy strategies that create buy moments with shoppers and drive joint value with customers. Leveraging the strength of J&J brands and its customer partnerships, the team leads best-in-class shopper-centric platform solutions across core self-care categories like al-lergy, pain and pediatrics.

VICTORIA VARHALMI, Senior Manager, Shopper Marketing Varhalmi creates, custom-izes, executes and measures shopper marketing pro-grams that drive traffic, loyalty, conversion and basket size at specific retailers (club, dollar and specialty classes of trade) utiliz-ing advanced marketing leadership capa-bilities including best-in-class messaging, on and offsite media, search, emerging shopper technologies and social connec-tions across J&J consumer brands.

JOHNSONVILLE SAUSAGESTEPHANIE PLEHN, Shopper Marketing ManagerPlehn’s responsibilities are centered around driving the Johnsonville Brand while delivering the highest impact on customer success. Her team does that by driving optimal shopper engagement by delivering relevant integrated programs for its retail partners and working to uncover barriers to purchase and drive brand conversion.

JUST BORNDEB TUROCZY, Shopper Marketing Lead Turoczy works across the portfolio at Just Born which includes Mike and Ike, Hot Tamales, Marsh-mallow Peeps and Goldenbergs Peanut Chews. Her responsibilities include shop-per marketing, partnerships, sponsor-ships, consumer engagement activations and consumer relations.

KKELLOGG JENNIFER CARTER, Senior Director, Shopper Marketing Carter is responsible for leading shopper strategy rooted in strong insights for her retailer teams. She has built a strong track record of delivering custom-ized programs rooted in the retailer’s shopper segmentation, delivering on both the brand and retailer objectives, driving business results.

MICHAEL CLARK, Senior Manager, Shopper Marketing Clark leads shopper marketing strategy and activation for Kellogg’s at Walmart. He and his team partner close-ly with Walmart to engage the shopper appropriately throughout the journey to drive conversion.

MIKE CLIFFORD, Associate Director, U.S. Shopper Marketing

AARON ELLEMAN, Senior Director, Shopper Marketing

JUSTIN GOODWIN, Senior Manager, Shopper Marketing

DEB HANNAH, Vice President, Shopper Marketing & Scale Promotions See profile on page 2

CRAIG KINNISON, Senior Manager, Shopper Marketing – Channels Kinnison leads the com-pany’s shopper marketing initiatives within the dollar and drug channels of business. He is fo-cused on creative solutions that execute brand strategies, drive conversion with shoppers, and deliver growth for Kel-logg’s retail customers and partners.

ALEXA SPANIER, Marketing Manager Spanier leads the shopper marketing strategy and execution for Kellogg’s snacks, morning Foods and frozen categories at Albertsons, with the goal of developing insight-driven programs that propel both category and brand growth, and that meet retailer and manufacturer objectives.

ADAM THORSON, Manager, Shopper Marketing

KATHRYN WALLNER, Manager, Shopper Marketing – Walmart Wallner strives to keep the interest of Kellogg’s shoppers at the heart of all programming. She seeks to maintain a comfortable and easy shopping experi-ence while evolving and learning from the changing needs of the company’s shoppers.

KEURIG GREEN MOUNTAIN

AMBER KING, Senior Shopper Marketing Manager

DANIELLE MILAM, Customer Marketing Manager

KIMBERLY-CLARK JASON DAVIS, Senior Brand Manager, Shopper Marketing, Target Team Lead

SHEILA LUKASZEWSKI, Senior Director, Shopper Engagement

KIND JENNY BUSBY, Senior Manager, Shopper Marketing Busby works closely with the sales, business devel-opment and marketing teams at Kind to drive performance of the brand and customers’ business through the development of integrated shopper solutions.

JON ISRAELITE, Vice President, Business Development

KING ARTHUR FLOUR AMY ROY, Shopper Marketing Manager

LL’OREAL COURTNEY DOLKART, Director of Customer Marketing – Walgreens

ALLIE GROSER, Director, Marketing, Garnier Fructis Groser is on the Garnier Fructis marketing team, dedicated to developing strong go-to-market shop-per plans for the brand. She’s responsible for maximizing engagement with each shopper via national 360 plans and driv-ing engagement across key levers (FSI, display, promotion, media, etc).

JANE GU, Assistant Vice President, Shopper/Customer Marketing

LONDON NIELSEN KRUPSKI, Director of Marketing, Garnier Skincare

LUBA OSADCHY, Assistant Vice President, Shopper Marketing Osadchy leads the shopper marketing division across Garnier Hair Care & Color. She is responsible for developing the go-to-market strategies and holistic acti-vations across each shopper touchpoint including digital path to purchase and shopper-led big ideas that enable the division to deliver profitable growth.

LALA U.S. LAURA AYLMER, Shopper Marketing Manager Aylmer leverages her retail operations and headquar-ters sales background to strategically execute shop-per marketing programs for several key retailers. With trial as an objective, she partners with the brand and sales teams to test and measure customer-specific programs.

VANESSA CARLSON BUENO, Senior Director of Shopper Marketing Bueno created the shop-per marketing team from scratch when she joined LALA just over three years ago. She is focused on driving trial and conversion for the LALA and Promised Land brands driving more than $250 million in sales.

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hristine Jensen began her career at Nestle in a leadership rotational program in various sales roles before moving to integrated marketing. After pursuing an MBA with a focus on marketing, she joined Clorox on the consumer promo-

tions team working on the charcoal category. With a love for athlet-ics, an undergraduate degree in nutrition and a desire to work for a brand that was not only focused on the bottom line but also purpose driven, she couldn’t turn down an opportunity with Clif Bar & Co. In eight years at Clif, she’s worked in a brand management role on the Clif Kid team before eventually making her way back to her shopper marketing roots as she works to build the function at Clif.

Describe your current role.JENSEN: My team works across Clif, Luna and Clif Kid brands and customers in our portfolio, and sits on the integrated market-ing team between brand and sales. We support our brand strategies and customer needs by creating consumer engagement plans that support each of our brands’ objectives. One of the aspects that I love about my role is that every day is different. I may be rolling out a three-year plan to support our shopper marketing team one day, meeting with an account manager to discuss an upcoming market-ing program execution, or building a plan with our field market-ing, sports marketing, sales and brand teams to reach runners and shoppers in Boston leading up to the Boston Marathon.

How does your company define shopper marketing? JENSEN: It has evolved over the last six years since the function was initially resourced. At first it was focused on consumer promo-tions and met a very specific need for some larger retailers looking for unique pack types and programs. Today shopper marketing works with our brick-and-mortar and online retailers’ brand and sales teams to influence choice, drive conversion and build con-sumption and brand love across the entire shopper journey.

What motivates you most in your current position? JENSEN: While most companies have one bottom line at Clif, we are a private, family and employee-owned company guided by

CPhoto by Timothy Shonnard

what we call our five aspirations: sustaining our business, brands, people, community and the planet. These aspirations help my team consider decisions from multiple perspectives that we val-ue. A simple example of how these aspirations guide our shopper programs is with printing collateral. We consider more than price when deciding which vendor to use. Does the vendor print on re-cycled paper? Is the vendor involved in any community building activities? And so forth. It’s refreshing to work for a company that uses these aspirations as a guidepost for making decisions.

How has shopper marketing moved forward in the past decade? JENSEN: Over the last decade brands have become more aware of the shoppers’ uniqueness and the need to target them. There really is no one-size-fits-all approach because shoppers are diverse with a completely different and complex path to purchase. Shop-per marketers have responded by creating a deeper understanding of shopper segments and mindsets and are now creating a more custom approach to influencing purchase behavior.

What is the shopper’s greatest need today, and how is your team or organization working to meet that need? JENSEN: We need to go beyond mass awareness and into custom-ization. In the past, we’d fill the retail environment with market-ing messages from floor to ceiling. These days, shoppers are more consumed than ever with their mobile devices and they desire custom offerings. So we see shoppers becoming less responsive to in-store marketing messages. While digital platforms offer great engagement and customization opportunity, it is important that we complement digital shopper strategy with in-store activity and make sure that message is strong and cohesive with digital. We need to remember the human experience as we work with our e-commerce team to coordinate digital marketing programs with our in-store experience because we have not gone so far into the future that the shopper no longer values that experience. It’s find-ing the right balance.

— Institute Staff

CLIF BAR: CHRISTINE JENSEN, Senior Shopper Marketing Manager

KARI WIDEMAN, Shopper Marketing Manager Wideman utilizes her cat-egory management expe-rience to help measure ROI for all shopper marketing activity. She also leads shopper pro-gramming at HEB, Publix and all small-format retailers, along with all sampling and event activation.

LEBANON-SEABOARD CORP.DEB BALCERZAK-WILSON, Senior Marketing Manager, E-Commerce

LG ELECTRONICS STEWART HENDERSON, Senior Manager, Shopper Marketing Henderson leads the shopper marketing team for LG Electronics Home Appliance business units and is tasked with developing and executing LG’s om-nichannel experiences for the shopper.

BOB MORGANO, Shopper Marketing Manager, LG Home Appliances Morgano joined the com-pany’s shopper marketing team in 2017 and manages display production, logistics and instal-lation of LG’s best-in-class experiences at retail.

RACHEL OLSON, Senior Shopper Marketing Manager

DAVID VANDERWAAL, Senior Vice President, Marketing, LG USA and Canada VanderWaal is responsible for all marketing activities for both LG business units – home appli-ances and consumer electronics - and is also responsible for the marketing in LG Canada. He leads all advertising/mar-keting campaigns designed to increase overall brand health of LG and the de-velopment of best-in-class omnichannel experiences for shoppers in all B2C cat-egories, including all retailer extensions.

LOGITECHJONATHAN JOHNSON, Head of Integrated Marketing, Americas

MMARS WRIGLEY CONFECTIONERY LENA LEWIS, Director, Consumer Promotions and Shopper Marketing Lewis oversees all promo-tions and shopper market-ing, leading strategy for brands like M&Ms and Skittles as well as shopper marketing with national retailers like Walmart, Dollar General and Ama-zon. Her agenda has been in the areas of total activation and busting down inter-nal barriers between brand and shopper marketing, driving conversion through digital shopper marketing, and consis-tent measurement.

HEIDI MACKEY, Senior Category Manager

TRACY MCELLIGOTT, Manager, Shopper Marketing Value & Club McElligott manages all shopper marketing ac-tivities for four customers within the value and club channels. She drives traffic and engagement with the company’s brands and conversion and share of voice for her customers. Most recent successes include two exclusive product launches and a military-themed, cause marketing red, white and blue pro-gram at Dollar General.

HANNAH MCKEE, Shopper Marketing Manager, Kroger & Meijer McKee is responsible for collaborating with retail-ers to create and execute shopper marketing programs that drive incremental volume and awareness, trial and product velocities.

NICOLE RADLEY, Shopper Marketing Manager Radley leads the devel-opment and execution of shopper marketing programs at Target. Col-laborating closely with the sales, market-ing and customer teams, she focuses on driving conversion by utilizing shopper insights to create retailer, category and shopper-centric solutions.

MASSIMO ZANETTI BEVERAGE USA SUSAN LAMBERT, Director of Shopper Marketing and Customer Insights

MATERNE GOGO SQUEEZ JOE KASINSKAS, Senior Director, Customer Marketing Kasinskas leads the cus-tomer marketing team responsible for defining channel strategies, activating the GoGo squeeZ brand at retail through shopper marketing, displays and promotional packs as well as crafting the future vision and category management principles for the emerging fruit squeezer category.

MATTEL HOWARD SMITH, Vice President, Shopper Marketing, North America

MCCORMICK AND CO. BETHANY HILLS, Shopper Marketing Manager Hills has more than 20 years of industry experi-ence in shopper marketing, brand marketing, market-ing research, category management and sales. She creates and implements shopper programs that result in in-creased brand equity, sales demand and merchandising support. She serves as the primary headquarters contact for the sales field.

SARAH KITCHEN, Senior Shopper Marketing Manager Kitchen leads both the consumer and shopper functions for McCormick’s consumer product divisions where her team works to translate the story of the company’s trusted brands into retail en-vironments and shopping moments.

MCKEE FOODSJENN SEGAN, Category and Shopper Insights Manager

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MEIJER LANNY CURTIS, Director, Customer Marketing

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.

MERRICK PET CAREDANIEL WARHAFTIG, Director of Customer Marketing

MEYERINGRID ELLERBROCK, Senior Director, Consumer & Shopper Marketing

MICROSOFT DAN SEYMOUR, Director, U.S. Channel Marketing, Windows & Office Seymour has been a retail and shopper marketing thought leader in consum-er electronics for more than 20 years. He has spent the past 10 years managing retail marketing professionals in compa-nies with revenues in excess of $6 billion, and has collaborated in planning, strat-egy and merchandising with many of the largest consumer electronics retailers. He implements marketing strategies based on firm shopper insights.

MILLERCOORS JOVINA YOUNG, Senior Director, Channel Marketing, Small-Format Young is responsible for the strategies and activa-tion of MillerCoors brands in c-store, drug and dollar classes of trade. She created the Digital Disruption Strategy for shopper marketing and is leading efforts to impact how brands use digital to influence the shopper along the shopper journey.

MIZKAN AMERICA CHUCK KOROSTYNSKI, Director of Trade Marketing, Shopper Marketing & Category Management

MOET HENNESSY JANNELLE ANDES, Manager, Customer & Shopper Marketing Andes has more than 10 years of experience in mar-keting premium and luxury brands. She is responsible for develop-ing brand marketing programs for on-premise national accounts, and provides direction on specific channel solutions, innovative consumer engagement tools, point of sale, brand activation guidelines, category management, business intel-ligence, trade marketing initiatives, and route-to-market strategies.

KATHY BRADHAM, Manager, Customer & Shopper Marketing – National Accounts Off-Premise Bradham leads the devel-opment of customer-specific marketing plans, tools and solutions for national retail partners in the off premise.

STACY MCMILLAN, Director, Customer & Shopper Marketing – National Accounts McMillan helped launch the company’s first customer marketing team to support all on- and off-premise national accounts. Her team is responsible for end-to-end strategy and execution along the shopper’s path to purchase, including digital and in-store activations.

TRACY TOAY, Marketing Manager – On-Premise, National Accounts

MONDELEZ INTERNATIONAL YOLANDA ANGULO, Director, Shopper Marketing Angulo leads the collab-orative annual marketing plans in partnership with customers and sales teams in the East, with alignment to brand strategies, and identifies new ways to engage shoppers to drive loyalty and increase household penetration. She also develops integrat-ed, omnichannel programs to accelerate trial and awareness of new products.

KARA FARNHAM, Customer Director, Shopper Marketing Farnham is responsible for leveraging insights to develop retailer-specific brand strategies and relevant shopper solutions that ultimately grow the busi-ness for the company’s brands and part-ner retailers.

BETH LOWING-FRONCEK, Customer Director, Shopper Marketing

CHRISTY MANGIO, Customer Director, Shopper Marketing Mangio leads shopper marketing for Publix, Delhaize America, South-eastern Grocers, and Lowe’s Foods. She collaborates with the sales and brand teams to provide shopper solutions that drive key objectives and results across the full path to purchase. Her programs have been featured in two Effie and one Reggie awards.

ANNE MARTIN, Customer Director, Shopper Marketing Martin is responsible for the strategy and develop-ment of shopper marketing initiatives at Albertsons. She has more than 10 years of industry experience on both the agency and CPG side, de-veloping and implementing shopper marketing plans for national accounts and regional grocers along with channel-specific approaches.

JENNIFER MASON, Customer Director, Shopper Marketing Mason brings a diverse CPG background including shop-per, sales and brand to help build programming grounded in insights based on the need states of the shopper, brand and retailer to engage shoppers more meaningfully at the point of pur-chase, driving increased sales and loyalty.

STEPHEN MCGOWAN, Regional Vice President, Shopper & Consumer Activation McGowan has more than 20 years of experience in brand marketing, sales, shopper insights and shopper marketing. He currently leads the shopper marketing function within Mondelez. He also has responsibil-ity for large-scale and partnership pro-gramming.

MELINDA RICKERT, Customer Director, Shopper Marketing Rickert manages the shop-per marketing strategy, planning and execution for the company for the value channel as well as 7-Eleven.

MICHAEL TILLEY, U.S. Lead, Shopper Marketing Strategy & Strategic Partnerships Tilley oversees shopper marketing and strategic partnerships for Biscuit brands, link-ing customer strategies and shopper insights with brand strategies and consumer insights. Tilley manages the company shopper center of excellence headquarters, including shopper plan-ning, execution and post analytics.

LAUREN WRIGHT, Customer Director, Shopper Marketing As the shopper market-ing lead for the company’s Walmart initiatives, Wright develops strategies and implements pro-gramming to drive shopper engagement and sales growth across the Mondelez portfolio. With 15 years’ experience in shopper marketing and sales, she has spent the last five years at Mondelez.

NNATURE’S BOUNTY THERESA MCCAIN, Shopper Marketing Manager, Grocery Channel McCain leads shopper marketing for the grocery channel, marketing some of the most recognizable brands in the health & wellness industry including Osteo Bi-Flex, Pure Protein, Met-Rx and Nature’s Bounty. She’s responsible for developing shopper marketing programs that are grounded in insights to build brand affin-ity and drive sales.

JUDI SINGLETON, Senior Manager, Shopper Marketing Singleton is the shopper marketing lead across all channels for the com-pany. She is responsible for developing insights-driven shopper programs that drives sales, build loyalty among shop-pers and grow category and brand share.

KRISTINE UREA, Vice President, Category Management & Shopper Strategy An 18-year veteran in Nu-tritionals, Urea leads the Category and Shopper Strategy Center of Excellence for the company’s full portfolio of wellness products. She leads insight-driven shopper connections that help make health management easier to navi-gate for today’s well-forward consumers and is also charged with leading the de-velopment of targeted, effective shopper programs that are both exciting to cus-tomers and inspirational for shoppers.

NEWELL BRANDS ALLY BROPHY, Associate Brand Activation Manager

KYLE BRUTON, Manager, Brand Activation

RACHEL FULLER, Trade Marketing Manager

STACEY GOLDSTEIN, Manager, Brand Activation

RENEE KOLLAR, Manager, Brand Activation

KATHRYN OWENS, Brand Manager, Writing

JEFF RODENBAUGH, Director, Brand Activation Rodenbaugh builds inte-grated national activation plans for the company’s priority writing brands (Sharpie, Paper Mate and Elmer’s), includ-ing consumer promotions, branded part-nerships, promotional packs, displays and in-store executions.

KATE WEBER, Senior Manager, Brand Activation

NICE PAK PRODUCTS PATRICIA RAGGI, Vice President, Marketing Services

OORGANIC VALLEY RYAN CUNHA, Shopper Marketing Programs Manager Cunha’s career spans 18 years working in CPG shopper and consumer promotions on both the agency and manufacturer side. He currently leads strategy, planning and execution for all national shopper marketing and account level programs for Organic Valley’s larg-est grocery accounts along the entire path to purchase.

KELLY GIBSON-WOLFF, Senior Director, Relationship Marketing

PPEPSICO ANDREA BROLIN, Director, Shopper Marketing – North America Nutrition & Gatorade Brolin develops and exe-cutes insights-based shop-per marketing programs for Walmart and Sam’s Club across Gatorade, Quaker, Tropicana and Naked Juice. Her in-sights background has helped the team improve measurement practices and achieve stronger program ROI’s.

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elly Downey started her career at General Foods in field sales before it became Kraft. She worked her way through various sales planning, consumer promotions and sales management roles over 21 years before moving over to

Unilever to run shopper marketing. Her team managed a variety of burgeoning channels such as dollar stores, drug, club and beauty. This also is where she cut her teeth on Amazon and e-commerce. She continued her education by moving to Philips in 2013. At Phil-ips Personal Health, she started as the vice president of digital and shopper marketing, accountable for Philips.com, the Philips online store, CRM, the consumer care team and the digital center of excel-lence team before her role evolved last year into the vice president of marketing operations.

Describe your current role.DOWNEY: My responsibilities have expanded to include the inte-grated marketing communications (media, PR, social, communi-cations) and category management teams. This role is responsible for the overall vision, strategy, capability building and execution for Philips marketing services activities in North America across all cat-egories and customers to deliver a seamless consumer experience.

How does your company define shopper marketing?DOWNEY: At Philips, we believe that demonstrating our “shopper ob-session” in collaboration with our retailer partners will deliver growth for our portfolio of brands and categories through key shopper seg-ments. The ultimate vision is to drive purchase awareness, consid-eration and conversion by directing consumers to where products are purchased and winning their attention at-shelf and online, at the precise moments and locations where shoppers are ready to engage.

Can you share a recent example of your team’s work that stands out?DOWNEY: A recent example of our success has been the launch of our Philips Norelco OneBlade. Through a combination of break-through product and marketing innovation we have been able to disrupt the category and consumer. The marketing component of the launch was highly targeted and digital in nature, designed to reach and engage Millennial males along the digital consumer de-cision journey with impactful placements and conversion tactics at point of purchase as well.

KPhoto by Mark Conrad

What motivates you most in your current position?DOWNEY: The fast pace of all things digital, the changing consumer landscape and my talented team. I have an amazing team that teach-es me new things every day as they bring unique skills and subject matter expertise to our brands, our retailers and Philips overall.

What was your biggest professional challenge, and how did you overcome it?DOWNEY: My biggest professional challenge was actually tran-sitioning cross functionally – a few times. I moved from sales to promotion to shopper marketing and then to digital. It was always frightening to admit what I did not know in a new role. A strong desire to keep the consumer and customer front and center has re-mained my north star, built on solid retail roots from early in my career. The basics of sales and marketing do not really change – just the technology and tactics.

How has shopper marketing moved forward in the past decade?DOWNEY: I think shopper marketing has moved forward just like traditional marketing – with consumers in more control than ever and also digital, moment marketing is so critical to the path to purchase. Measurement has also come a long way. Data is the new currency.

What is the shopper’s greatest need today, and how is your team or organization working to meet that need?DOWNEY: I think consumers/shoppers crave more personalization today. We work closely with our internal teams to better understand who our consumer is, where they are and how they engage. We have external partners to help provide meaningful and relevant content, products and solutions to them.

What’s your vision of retail and shopper marketing in 5-10 years?DOWNEY: As the omnichannel lines blur, we recognize the inex-tricable link between shopper marketing and the digital shopper journey – especially in an ever-changing retail environment. An end-to-end approach will be critical from trigger to purchase, on-line or offline. As delivery methods evolve from trucks to drones and purchase points develop from store aisles to voice-activated or-dering, it continues to be a brave new world at retail. We all need to stay on our toes.

— Institute Staff

PHILIPS: KELLY DOWNEY, Vice President of Marketing Operations, Philips Personal Health NA

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

KATIE SCHIAVONE, Senior Director, Shopper Marketing Programs, NAN Brands

ESPERANZA TEASDALE, Senior Director, Shopper MarketingTeasdale is an admired leader and found-ing member of the PepsiCo Demand Xcelerator team which delivers acceler-ated business performance for top cus-tomers. She has a track record of driving results, nurturing talent and champion-ing diversity.

PERFETTI VAN MELLE USADAYNA RITCHEY, Senior Customer Strategy & Planning Manager

PERNOD RICARD USA JOE WILLS, Senior Customer Solutions Manager See profile on page 11

PFIZER JENNIFER HOLAHAN, Senior Director, Shopper & Category Insights to Activation

AUDRA ROBINSON, Senior Shopper Marketing Manager – Target

LIA SKINNER, Senior Shopper Marketing Manager – Walmart Skinner is a passionate shopper marketing leader for the Walmart team who brings insight-driven shopper programs to life in-store and online, with the goal of providing engaging and frictionless expe-riences that help Walmart shoppers dis-cover affordable OTC healthcare solutions.

CATE SPENCER, Senior Manager, Shopper Marketing – Club and Value Spencer is known for lead-ing insight-based health and wellness solution events that reach shoppers via online digital marketing, social media campaigns and in-store ac-tivation. Her Dollar General Advil “What Pain?” digital and display program won a Gold Effie award in 2018.

PHILIPS KELLY DOWNEY, Vice President of Marketing Operations, Philips Personal Health NA See profile on page 19

PINNACLE FOODS ALAN CREVELING, Director, Marketing Activation

DOROTHY ENGELHARDT, Senior Shopper Marketing Manager Engelhardt is a seasoned shopper marketing profes-sional who creates pro-grams for brands such as Duncan Hines, Birdseye and Wishbone at retailers across the U.S.

POST CONSUMER BRANDS CHRIS RICHMOND, Senior Director, Integrated Marketing Communications & Shopper Activation

PRESTIGE BRANDS HOLDINGS ANDREA BOUWMAN, Shopper Marketing Director

PROCTER & GAMBLE MATT BARRESI, Director, Brand Operations and Shopper Marketing

CARRIE BIRTH-DAVIS, Brand Manager, NA Scale & Regional Grocery/ISC Birth-Davis currently man-ages all marketing activa-tions for P&G’s regional grocery, wholesale and military busi-nesses from coast to coast. Her team is dedicated to driving P&G’s biggest initiatives, marketing assets and strategic priorities through scale and/or custom marketing programs.

JODY JOHNSON, Brand and Omnichannel Leader – Club Johnson has 17 years of experience over product development, marketing and sales, working across North Ameri-ca, Latin America and Asia. He currently leads the innovation, marketing and digi-tal teams that have step-changed P&G and category growth in the club channel.

MICHAEL KIRTMAN, Senior Brand Manager, Crest North America

RRECKITT BENCKISER ASHLEY KELLER, Shopper Marketing Manager

SHAZIA RAHMAN, Shopper Marketing Project Manager

MARK SORRENTINO, Head of Shopper Marketing

RICH PRODUCTSKIMBERLY O’BRIEN, Shopper Marketing Manager

SABRA DIPPING CO. ERIC GREIFENBERGER, Vice President of Marketing Greifenberger oversees both the marketing team responsible for growing the Sabra business and the shopper marketing team responsible for driving conversion across all Sabra fresh dips categories. He led the expansion of Sa-bra’s shopper capability by building out a team to develop end-to-end path to purchase strategies and implementing conversion driving plans.

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KERRY POWERS, Senior Shopper Marketing Manager Powers is responsible for the planning and execution of national and customer-specific shopper activations, strategic partnerships, and sports sponsorships across all channels for the Sabra portfo-lio. The shopper marketing team focuses on driving collaboration between sales and marketing to maximize shopper engagement and brand objectives while driving greater ROI.

ROBIN WARDLE, Shopper Marketing Consultant Having focused her career on consumer promotions/shopper marketing for the past 25-plus years, Wardle was asked to lead and help define the shopper marketing function for Sabra, as well as develop and lead promotional partnerships. Her team quickly became an invaluable liaison between sales and marketing, and is respected as an inte-gral part of the brand success.

SSARGENTO FOODS CINDY MATTINGLY, Customer Shopper Marketing Manager Mattingly leads the shop-per marketing function, working closely with brand, sales and customer teams to develop annual customer-specific plans. She also supports sales in the development of the customer relationship, and leads plan sell-in and management.

SC JOHNSON & SON BRAD BOCK, Trade Category Manager

ANDREW FRAILING, Director, Shopper Marketing Frailing leads the North America shopper marketing organization at the company. With more than 10 years of brand building and commercialization experience, he and his team are responsible for building dynamic and engaging retail activation strategies to drive growth for SCJ and its retail partners.

SEVENTH GENERATIONBARB DEVINE, Channel & Customer Manager, Personal Care

JAKE UVEGES, Shopper Marketing Lead

SMITHFIELD FOODS DEDRA BERG, Senior Director of Marketing

ERIC GIBSON, Senior Manager, Shopper Marketing

LAUREN MCNULTY, Shopper Marketing & E-Commerce Manager

STARBUCKS TIFFANY HUEY, Director, Shopper and Seasonal Scale Marketing Huey’s role is to ensure the Starbucks customer teams are set up to successfully grow their customers’ business and bring the Starbucks experience to life down the aisle.

LISA TRAVIESO, Senior Manager, Shopper Marketing Travieso is responsible for developing strategy, capabilities and processes to advance the shopper/customer needs earlier in the planning process. She partners with key stakeholders such as brand, sales and category to drive be-havior change with an omnichannel first approach.

STONYFIELDSOLYMAR BERRIOS, Shopper Marketing Manager

SUNDIAL BRANDSSHELBY WONG, Senior Director, Shopper Marketing and Sales Strategy

TTIME INC. RETAIL, A DIVISION OF MEREDITH CORP. CHRISTINE AUSTIN, Director, Shopper Marketing Austin oversees Strategic Retail Solutions at Mer-edith. She and her team use their expertise at retail to provide end-to-end solutions that connect the company’s advertising partners with shoppers and retailers.

MELISSA MEREDITH, Director, Shopper Marketing

HOLLY OAKES, Director, Customer Marketing Oakes oversees the cus-tomer marketing efforts across the entire Meredith portfolio. Retailers of focus include Walmart, Target, Kroger and Al-bertsons.

ERIC SZEGDA, Vice President, Retail Marketing Szegda oversees the retail/shopper marketing teams supporting the Meredith portfolio of brands, including ownership of the retail component to the brand P&L’s (vs. subscription/advertising) in ad-dition to overall development and execu-tion of retail planning/strategy.

TOM’S OF MAINE ANDY BROWN, Customer & Shopper Marketing Manager Brown leads the overall shopper marketing strategy and agency relationships at the company. He was part of the team that won the 2017 CP Creative Award for Best Shopper Marketing Campaign.

MIKE LETARTE, Shopper & Customer Marketing Manager

KRISTEL ROFFLER, Customer & Shopper Marketing Manager Roffler develops customer-specific marketing cam-paigns for Target, Whole Foods, Sprouts & Kroger. She is focused on conversion and category growth by leveraging key insights, along with digital and social trends to maintain relevancy with the Tom’s of Maine Shopper. 

TYSON FOODS ALICIA MOSLEY, Director, Shopper Marketing Mosley has an extensive marketing background that spans brand, innovation and shopper marketing. She led the development and launch of the Tyson Any’tizers brand, and is currently responsible for leading the strategy, development and execution of shopper marketing programs across ma-jor retailers for Tyson Foods.

SUE TOY, Director of Category Leadership Toy has more than 20 years of experience in re-tail, market research and category management with companies such as Walgreens, Nielsen, PepsiCo and now Tyson Foods. She joined the company as part of the Hillshire acquisition in Feb 2013 and leads engagement with its retail customers through category management and in-sights initiatives.

CHRISTOPHER WITTE, Vice President, Total Store Leadership Witte is responsible for leading and developing the category leadership, shopper insights, shopper marketing and shopper activation functions. He also 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.

UUNILEVER CORY FRAEHSDORF, Shopper Marketing Manager Fraehsdorf develops stra-tegic and insight-driven shopper marketing plans for leading brands such as Dove, Tre-semme, Nexxus, Suave and Axe while managing a multi-million dollar shopper marketing budget for the drug chan-nel. She has built and maintained strong relationships with senior retail leader-ship within the merchant and marketing teams at Walgreens, CVS and Rite Aid.

CARLA MALIN, Shopper Marketing Director, Grocery Sector With 16 years of brand and shopper marketing experi-ence, Malin is responsible for defining the company’s shopper marketing vision and strategy within the grocery sector. She leads her team in the development of innovative, effective and award-winning programs while building strong retailer relationships.

WWALGREENS CRYSTAL FOUCHARD, Senior Director, Pharmacy Marketing

MINDY HEINTSKILL, Vice President, Loyalty & Personalized Marketing

ADAM HOLYK, Senior Vice President, Chief Marketing Officer

WALMART MATTHEW PARRY, Senior Marketing Director – Strategy and Customer Experience Reinvention Parry helps lead the rein-vention of the end-to-end customer experience at Walmart. The effort leverages core shopper marketing principles and thinking, prioritizing cus-tomer journeys and touchpoints and cre-ating a vision for what a best-in-class ex-perience should be on and offline, across formats, channels and access points.

JAMIE SOHOSKY, Vice President, Marketing, Customer Experience Reinvention Sohosky leads a team that is reinventing the shopping experience on and offline. Leveraging next generation customer understanding and bringing the organization together behind this new vision, she’s helping make Walmart a better place for its 140 million customers to shop – simpler, more engaging and more seamless.

WD-40 AARON BERT, Director of Customer Marketing

SHANNON EDWARDS, Brand Manager

WHITEWAVE FOODSJIM BLUMBERG, Director, Integrated Marketing

TINA KIRKPATRICK, Senior Director, Shopper Marketing – Center of Excellence

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