As seen in

Our ninth annual

report spotlights

more than

275 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

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ennifer Reiner’s experience as a marketing leader spans more than 20 years. After starting in traditional roles in brand and marketing management for companies such as Pennant Foods and Pillsbury, she moved into shopper marketing on the

agency side for Saatchi & Saatchi X, working for several major retail and CPG clients. She then became a shopper marketing manager for The Clorox Co. before transitioning to a role as a multicultural team leader and senior marketing manager at Clorox. After serving as group director of shopper marketing for Coca-Cola, she joined Del Monte as director of shopper marketing. She continues to expand her responsibilities there as the senior director of Del Monte’s new omnichannel marketing team.

How would you define your current role?REINER: I oversee shopper marketing but also digital, integrated marketing, packaging, print production, Del Monte Kitchens and e-commerce. The goal of all our teams is to support the brand strategies and then create activation plans in support of the brand objectives.

Tell us about something you’re currently working on.REINER: As a company, we’re working on year two of what we call our adult fruit cup launch with the introduction of a plastic fruit cup called Fruit & Chia. We’re excited about it because it’s a new segment within the plastic fruit cup category.

From a shopper marketing perspective, we’re obviously focused on driving awareness and trial of the new product with our retail partners. It’s a unique opportunity to bring some new users into the category. We’re seeing some good initial results in bringing consum-ers who are healthy snackers into center store.

Most of your recent roles had a large focus on shopper marketing. How have you seen shopper marketing move forward during that time?REINER: Organizations have a better understanding of what shop-

per marketing is and the impact it can have on business results. Also, shopper behavior continues to change, and this is being driven by technology and the digital proliferation out there. It’s changing how we do shopper marketing. It feels like we’re almost always in a test-and-learn mode, and we’re just trying to figure out where the consumer is going to go next.

How do you see this growing pace of change affect the work that you do?REINER: It’s really demanding more of shopper marketers in terms of our expertise and knowledge. We need to be well-rounded marketers and understand digital and even media to optimize and build the right marketing plans.

What about shoppers? What do you see as their greatest need today, and how are you and your organization working to meet it?REINER: I think it’s how you make the consumers’ lives easier. That’s been a key theme for many years. It’s always at the top of the con-sumer or shopper research we do. We’ll need to continue to iden-tify ideas that provide solutions. And from our perspective, to make meal planning and meal prep easier for the consumer. Then that really needs to evolve to include the shopping process as well so it becomes a seamless experience. I think there are a lot of opportuni-ties there, and we haven’t really cracked the code on that yet.

What has been the best development you’ve seen in shopper marketing over your 15 years in the discipline?REINER: It’s been great to see the evolution of shopper marketing. It has attained a certain level of respect, which is great to see. I’ve also personally had the opportunity to work on a lot of different brands. That has given me the perspective that you really can take your ideas and your vision and bring them forward into reality. With breadth of experience, you learn the possibilities in terms of driving specific change.

Photo by Timothy Shonnard

DEL MONTE FOODS: JENNIFER REINER, Senior Director, Omnichannel Marketing

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3M KEITH ALBRIGHT, Global Shopper Leader Focused on driving a shopper-centric mindset, Albright continues to el-evate the role of shopper insights, both in the U.S. and globally. His passion is working across the organization to show how all phases of the path to pur-chase, when healthy, can drive loyalty for the brands and retail partners.

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 marketing programs, both pre-store and in-store, across a broad set of channels.

STACY WARNER, Manager-Retail Shopper Marketing, Stationery & Office Supply Division Warner leads the develop-ment of shopper market-ing strategies and initiatives for the retail channel across the Scotch and Post it brand portfolios. Her team is responsible for bringing these iconic brands to life in today’s retail, e-commerce and digital environment.

AAHOLD DELHAIZE LINDA CROWDER, Senior Director, Peapod Interactive Crowder is responsible for the development and optimization of strategic partnerships for Peapod, the internet gro-cery chain of Ahold Delhaize. She leads the Peapod Preferred Partners program, which develops shopper marketing strat-egies and programs targeted for the e-commerce grocery business.

GREGG DORAZIO, Director of Brand Marketing

JEFF SIGEL, Vice President, Brand and Marketing Planning Sigel is responsible for marketing planning, brand positioning and customer messaging for the Ahold banners.

MARK WILLIAMSON, Director, Partnership Marketing Williamson leverages Ahold USA’s owned assets, both digital and physical, to bring value to customers and suppliers. He cre-ates co-marketing programs and media platforms that supplier brands can use to drive their sales, equity and other key ob-jectives.

ALBERTSONS KENDAL CALLENDER, Director, Shopper Marketing Callender’s focus is on driv-ing sales with consumer packaged goods compa-nies by using relevant insights and an om-nichannel approach to move customers along the path to purchase.

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 and Shopper Marketing Sales manages the national marketing and shopper marketing team and programs for all stores across the 2,330-store chain. This includes the retailer’s Monopoly, Anniver-sary Sale, and Stock Up Sale scale events, as well as its national Favorite Finds demo program, sports marketing, e-commerce, gas rewards, and J4U/MyMixx Loyalty targeted social and digital marketing joint events with CPG vendor partners.

ALCON SHAWN MILLERICK, Head of Marketing, U.S. OTC

ANHEUSER-BUSCHMITCH LOUCH, Director, Category Leadership – Great Lakes Region Louch currently leads the category and space management team that supports Anheuser-Busch’s retail and wholesale partners throughout the Great Lakes region.

JIM TIETJENS, Senior Director, Trade Marketing

BBACARDI & CO. LORRAN BROWN-COSBY, Senior Director, Customer Marketing – Channel Strategy and Marketing

RENATA JUENGLING, Shopper Marketing, Rums

JORDAN KRAWLL, Director of Shopper Marketing Krawll is leading the de-velopment of all brand and customer shopper programming for the com-pany’s portfolio. Additionally, Krawll and his team are responsible for channel strat-egies, customer planning, partnerships and e-commerce initiatives.

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, supporting the brand strategy by extending it, in a shopper framework, to reach people as they are in shopping mode.

Institute member

ICON KEY

BAYER HEALTHCARE DOMINIQUE BRUNO, Manager, Shopper Marketing

MARY FITZGERALD, Manager, Customer Marketing – Walgreens Team Fitzgerald leads the co-creation, activation and evaluation of insights-based shopper marketing programs and partnerships for upper respiratory, pain, heart health, nu-tritionals, foot health, digestive health and suncare products. She is a liaison to brand marketing, sales and Walgreens.

SEAN GAFFNEY, Manager, Shopper Marketing Gaffney is responsible for building the shopper mar-keting function for single- and multi-brand initiatives with Eileen Wolfe, senior manager, and Edge Marketing. His latest work accom-plishment was developing the sales and shopper strategy for the 2016 launch of Aleve Direct Therapy.

MOLLY MANNING, Manager, Customer & Shopper Activation

JOSEPH WILLS, Manager, Customer & Shopper Activation – Walgreens

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

BEAM SUNTORY EMILY CARPIN, Commercial Marketing Director, Bourbon Portfolio

MICHELLE CATER, Senior Director, Commercial Planning Cater leads a team of 26 commercial marketers who work across the entire Beam Suntory portfolio, developing the strategic national programs and materials for all channels of trade, including its larg-est national customers.

BEIERSDORF ROB CIAFFAGLIONE, Team Leader, Shopper and Customer Marketing Ciaffaglione leads the de-velopment and execution of shopper marketing strate-gies across all Beiersdorf skincare brands including Nivea, Nivea Men, Eucerin and Aquaphor.

HILLARY FLEMING, Shopper Marketing Manager – Drug & Specialty Channels Fleming manages shop-per marketing planning and strategy for pharmacy retailers CVS, Walgreens and Rite Aid as well as spe-cialty retailers, including a diverse collec-tion of accounts such as Ulta, Babies ‘R’ Us and Home Depot.

RODNEY WAIGHTS, Director, Shopper and Customer Marketing

BIC PATRICIA FITZSIMONS, Team Leader, Category Management & Shopper Insights FitzSimons’s goal is to lead a best-in-class shopper insight and category management team that supports the company’s growing retailer partnerships. The team focuses on shopper marketing programs, customer-centric research and basic category management projects across all chan-nels within the wet shave, stationery and lighter categories.

BIG Y FOODSHARRY KIMBALL, Director of Database Marketing

BIGELOW TEA MISSY HACKETT, Product Manager, Channel/Market Development

BIMBO BAKERIES USA MAUREEN STICCO, Director of Marketing

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.

BOAR’S HEAD BRAND RUTHANN LAMORE, Director of Retail Marketing

BUMBLE BEE SEAFOODSCORLISS COLLIER, Senior Director, Category Development & Insights – Center of Excellence Collier leads a team of dynamic professionals in engaging shoppers and retailers alike through innovative research, insights and marketing programs. Seeing insights drive action and come to life in the marketplace while delighting shoppers and consumers is her greatest satisfaction.

BUTTERBALLKYLE LOCK, Senior Director, Retail Marketing Lock’s primary responsi-bilities include leading the strategic planning process for the organization and leading market-ing efforts for Butterball’s retail channel including brand positioning, consumer communication and product manage-ment.

CCAMPBELL SOUP/PEPPERIDGE FARM YIN RANI, Vice President, Integrated Marketing Rani leads the U.S. market-ing team for Campbell’s simple meals and bever-age brands, including Campbell’s, Swanson, Prego, V8 and Spa-ghettiOs – representing the company’s biggest division. Her focus is on creating world-class communication plans across all paid, owned, earned channels – achiev-ing continual improvement in creative quality and return on investment.

JOSEPH VIZCARRA, Team Lead, Omnichannel Walmart Vizcarra is responsible for omnichannel efforts includ-ing e-commerce growth and leading Walmart and Sam’s Club shopper marketing efforts for Campbell’s. He joined the company in 2014 and previ-ously held positions at Unilever, Young & Rubicam and Pfizer.

CANONCHRIS SEDLACEK, Senior Director, Digital Marketing Services

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CARL BUDDING & CO. ROBERT GAY, Director, Marketing

CENTRAL GARDEN & PET LISA BARNES, Shopper Marketing & Sales Strategy & Planning Lead Barnes’ leadership brings Walmart shoppers to the forefront of sales strategy. Utilizing shopper insights, she creates strategies and programs designed to drive conversion in traditional shopping environments as well as in the e-com-merce channel.

KEVIN SMITH, Senior Director of Marketing Operations

CHOBANISONIA DALVI, Director, Consumer Journey/Integrated Marketing Communications

AL DEJEWSKI, Vice President, Customer Marketing Dejewski works closely with the sales and marketing teams in developing sales, shopper and category solutions to help trade partners maximize growth of the category and their collective businesses. He worked with PepsiCo for nearly 10 years across retail beverages and food-service channels and has more than 20 years of CPG experience.

JESSICA ERB, Assistant Brand Manager, Shopper Marketing

CHURCH & DWIGHT DAN BRACKEN, Vice President, Consumer Engagement

CINDY MANZO, Senior Manager, Shopper Marketing & Merchandising Manzo is responsible for leading integrated shop-per insights, strategic partnerships and agency relationships. She deploys insight-based shopper solutions across all brands in the company’s portfolio to drive for success. She has also held roles in sales, brand marketing, and consumer promo-tions before taking on her current role in shopper marketing.

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

COCA-COLA DREW ALLEN, Assistant Vice President, Shopper Marketing – Central Region Allen is responsible for leading all shopper market-ing programs for Coca-Cola’s Central re-gion customers. His background includes leadership roles in sales and marketing at Coca-Cola, marketing at Walmart, and consulting at Accenture.

DANA BARBA, AVP, Shopper Marketing Barba leads national retail sales customer marketing for the Eastern U.S. where her team collaborates with strategic retail customers in the develop-ment of shopper marketing strategies and business planning across the full path to purchase.

GABRIEL BARBOSA, Group Director, Shopper Marketing – Occasions

JAMES BECK, Global Director, Marketing – Walmart International Team Beck leads the company’s marketing relationship with Walmart International and consults on marketing strategy with Coca-Cola teams that work with Walmart in Latin America, the United Kingdom, Africa, Canada and Asia.

KARYN FROSETH, Group Director, Shopper Marketing, Shopper Science and Design

NICOLE HUTCHESON, Director, Shopper Strategy & Innovation

STACY JACKSON, Assistant Vice President, Shopper Marketing, Kroger Team

LYNWOOD MALLARD, Vice President, Shopper Marketing Mallard focuses on convert-ing shoppers into buyers by creating irresistible shopper experiences for key consumption occa-sions.

ANDRES MEJIA, Group Vice President, Shopper Marketing, Walmart USA

JOHN MOUNT, Vice President, National Retail Sales, Customer Marketing

KIM NEPPEL, Director, Shopper Marketing National Platforms Neppel currently leads a team in the development of national brand plat-form campaigns across the Coca-Cola portfolio. She and her team are creating “Cart-Stopping” experiences both in the physical and digital shopper journeys by embracing innovation and technology.

JIM ROGERS, Director of Strategic Retail Partnerships Rogers leads the strategy and development of Coca-Cola’s retail facing partner-ships. The primary focus is on building value for retailers and field teams by leveraging synergies of top tier, comple-mentary partner brands that bring shop-per occasions to life. He has also held po-sitions in sales, brand, digital and shopper at M&M’s/Mars and Kimberly-Clark.

COLGATE- PALMOLIVE MARIE-AGNES DAUMAS, Director, Shopper Marketing Center of Excellence, N.A. Daumas leads the compa-ny’s COE to build shopper marketing expertise and discipline, com-plement brand campaigns, create insight-driven shopper platforms and fuel inno-vation and brand teams with a shopper mindset to drive profitable growth and develop powerful brands.

STEPHANIE KONYVES, Shopper Marketing Manager As shopper marketing man-ager for the Shopper Center of Excellence, Konyves is responsible for developing category-build-ing shopper platforms, measurement, best practices, training and innovation including accelerating Colgate’s use and expertise in digital shopper marketing.

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hen it comes to recognition, Chris Almeida prefers not to stand alone in the spotlight. As senior director, front store marketing and store experience, at CVS Health, Almeida calls the work he does a true collaboration. He

was even reluctant to be photographed standing in front of – and not next to – his colleagues for this profile. “Without the team, I couldn’t do what I do,” Almeida says.

Almeida proved himself at Safeway, first in 2003 as a marketing analyst before moving to data/customer analytics and then shopper marketing. He joined CVS in 2015.

What is your current role? ALMEIDA: I’m a senior director of front store marketing for CVS/pharmacy, which is part of the enterprise marketing team here at CVS Health.

Can you describe the role and goals of your team?ALMEIDA: Our purpose is to unlock insights and imagination to help shape solutions and connect with people in relevant, innovative and motivating ways in order to inspire them to choose CVS Health.

How do you do that?ALMEIDA: I’m fortunate to get to work with a talented group of cross-functional colleagues focused on connecting with consumers and growing our business each day. One focal point is front store mar-keting, where we partner with our merchant teams to drive busi-ness growth by developing integrated marketing strategies to engage consumers, drive trips and shift perceptions of CVS/pharmacy. The other is store experience and partnering across our retail teams to develop shopper-centered in-store and connected experiences.

How do you and your organization define shopper marketing?ALMEIDA: In the past few years we’ve worked to build our marketing capability at CVS/pharmacy. This is exciting not only professionally in terms of building out a capability but also in allowing us to evolve how we engage with and win consumers.

What has that enabled you to do?ALMEIDA: We can say we look at all of our marketing as a means of engaging all consumers, not just shoppers, with the focus of inspir-ing people to choose CVS in new and innovative ways.

Who are your other collaborators?ALMEIDA: We’re fortunate to partner across the enterprise with those in merchandising, digital and store op-erations, as well as build strong rela-tionships with CPG partners.

Looking back, what is something you’re proud of?ALMEIDA: Developing a unique way to truly make co-marketing succeed. I still remember the healthy skepticism I got years ago when I suggested the concept, but with open dialogue, hav-ing shared goals and developing true partnerships, it worked.

How about something you continue to push for?ALMEIDA: Challenging ourselves to always be testing and learning. Sometimes in the world of ROI and immediate returns it’s easy to lapse into using the tried-and-true methods and channels. But to keep pace with the changing consumer, we have to keep pushing ourselves to try new tactics and channels.

What motivates you most in your job?ALMEIDA: There are many things. But, more than anything, being part of a purpose-driven company that is truly focused on helping people on their path to better health is inspiring and rewarding. Focusing on understanding the consumer and her needs, especial-ly given our size and the number of lives we touch as a company, means that our efforts have a meaningful impact.

How has shopper marketing moved forward in the past decade?ALMEIDA: Acceleration and agility. The rapid consumer evolution has made us ramp up new ways of partnering with stakeholders to meet the consumer’s needs so we can drive both CPG and CVS growth. The transparency between retailers and partners has also evolved for the better and will continue to improve.

What excites you about shopper marketing’s future?ALMEIDA: The challenge of staying one step ahead of consumers and anticipating the needs they might not yet realize they have.

Photos by Fred Field

CVS HEALTH: CHRIS ALMEIDA, Senior Director, Front Store Marketing and Store Experience

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CONAGRA BRANDS ALLISON DUCHARME, Manager, Retail Innovation, Shopper Marketing 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 relation-ships and innovative programs to acceler-ate new product launches and increase size of basket. She also manages allocated advertising and promotion funding to drive brand and company strategy, while maximizing ROI.

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

ROBERT GRAINGER, Director, Shopper Marketing, Retail Innovation

TEKISHA HARVEY, Director, Shopper Marketing, Kroger

KRISTEN KLEI, Shopper Marketing Manager, Walmart Klei is responsible for de-veloping shopper programs at Walmart that drive Conagra’s grocery and snacks business. Prior to joining the company in 2016, she worked for Kimberly-Clark and The Her-shey Co.

ANDREA KNIGHT, Shopper Marketing Manager – Walmart Knight is responsible for strategy and development of shopper marketing initia-tives for Conagra at Walmart. She has more than 11 years of experience in planning and developing strategic omnichannel shopper marketing platforms across a wide range of CPG categories including OTC, personal care, oral care and grocery.

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 part-ners.

MATT PABST, Director, Shopper Marketing, Walmart Pabst leads Conagra’s Walmart shopper market-ing team and directs mar-keting strategy and activation. He lever-ages his 15 years of experience partnering with the retailer to build programs and marketing technologies to drive the busi-ness and help shoppers.

BOB WAIBEL, Senior Director, Shopper Marketing See profile on page 12

CONAIR PAULETTE HELLER, Vice President of Marketing

CONSTELLATION BRANDS JASON ALVING, Shopper Marketing Director Alving is responsible for the strategy, development and execution of shopper marketing programming, leveraging insights to drive retailer collab-oration and promotional opportunities for Albertson’s Cos. He has been successful in connecting Albertsons’ national needs with the local banners’ needs and creating consistency in promotional activity.

TRACY FRISBIE, Shopper Marketing Director – Team Lead Responsible for leading Constellation’s shopper marketing team and devel-oping shopper marketing capabilities and relationships with national retail accounts, Frisbie fosters strategic partnerships with other CPGs to bring shopper solutions to retailers.

THERESA SANDHU, Shopper Marketing Director Sandhu is responsible for the strategy, development and execution of shopper marketing programming for Kroger and all its banners, leveraging insights to drive retailer collaboration and promotional opportunities. She has been successful in creating programs that drive adult bever-age category growth across wine, beer and spirits.

COSTCO WHOLESALEPAUL LATHAM, Senior Vice President, Membership, Marketing, Services

COTY JESSICA KALINGER, Senior Director, Category Management & Shopper Insights

ERIN MARSHALL, Senior Manager, Shopper Marketing

DONNA NGUYEN, Shopper Marketing Manager

LARA RAMOS, Shopper Marketing Manager

CRAYOLA MIMI DIXON, Leader, Customer Development & Activation Dixon creates and activates integrated national market-ing campaigns as well as developing and executing insight-led, retailer-specific shopper solutions sup-porting national and strategic corporate initiatives. 2017 Highlight: Crayola retires and launches a new color.

RICK STRINGER, Vice President of Customer Solutions Stringer is responsible for triangulating consumer, shopper and category in-sights into actionable, customer-specific recommendations aligned to category growth strategies. He provides functional leadership specific to shopper insights, category management, merchandising and business intelligence.

CVS HEALTH CHRIS ALMEIDA, Senior Director, Front Store Marketing and Store Experience See profile on page 6

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MICHELE DRISCOLL, Vice President, Retail Growth Portfolio

JIM HALLOCK, Director, ExtraCare Customer Conversion Marketing

AMY SCHROEDER, Director, Loyalty & Personalization

GRANT VIOLANTI, Senior Director of Loyalty and Personalization Violanti leads the team re-sponsible for all front store categories and vendors for loyalty and personalization.

DDANONEWAVETONY FUNG, Shopper Marketing Manager Fung brings 10 years of experience in shopper marketing, including tra-ditional and digital across grocery, mass and club channels. He cur-rently leads the shopper marketing and strategic planning for Kroger from an omnichannel approach. He also had expe-rience leading shopper for Target, Meijer and Hy-Vee.

ALYSIA ROSS, Director, Shopper Marketing With more than 20 years of shopper marketing experi-ence, Ross’ primary goal at DanoneWave is to work with the brand and field shopper teams to ensure that the development of insights-based, strategy-driven activation focuses on the objectives of the brand and cus-tomer to benefit the shopper.

DAS COS. CHARLES WHITE, Vice President, Brands & Marketing

DEL MONTE FOODS JENNIFER REINER, Senior Director, Omnichannel Marketing See profile on page 2

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 utilizing actionable insights to drive solutions that influence behavior and demand across multiple touchpoints at retail.

DIAGEO CATHERINE MOFFATT, Vice President, Global Shopper Planning & Customer Marketing Center of Excellence

LINDSAY SMALLWOOD, Customer Marketing Manager – Chains

DOLE FOOD KELLEE MILLER, Director, Shopper Marketing Miller leads a dedicated shopper marketing team to partner with retailers and engage shoppers with a key focus on loyalty, retention and education. She serves as a liaison for key business stakeholders while serving as the voice of the retailer and shopper.

DOLLAR GENERAL DAVE STEWART, Vice President, Marketing

RACHEL WHITE, Director, Digital and Shopper Marketing

DOMINO FOODS TOM GOULD, Director, Consumer Marketing

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

SHEILA BONNER, Vice President, Shopper Marketing, Retail Initiatives and eCommerce Bonner leads the shopper marketing strategy, pro-gramming and partnerships development for priority national and regional retailers, e-commerce sales as well as sales plan-ning and initiatives.

RICHARD MOULTON, Director, Shopper Marketing – Walmart, West Grocery & C-Stores

DRISCOLL STRAWBERRY ASSOCIATESCHUCK SWEENEY, Director of Category Development Sweeney’s focus is on in-novative merchandising in the berry category with Driscoll’s key retailers. Foundational to any of the programs he develops is con-sumer and shopper data. This merging of shopper data and merchandising gives a sharp edge to the strategy of any point-of-purchase program.

DURACELL BRANDON BARR, Director of Retail Marketing & Insights Barr leads retail marketing, merchandising and shop-per insight development in the grocery channel. He is responsible for developing shopper insights to create marketing programs and promotions that enhance consumer’s in-store experience and drive growth.

JILLIAN COHN, Senior Manager, Shopper Marketing, Food

LINDSAY MULLENGER, Shopper Marketing Brand Manager

ANNA OKSNEVAD, Customer Team Marketing Manager Oksnevad and Mike Petty, sales executive, partnered with Hasbro’s Nerf and Toys’R’Us on a #TRUPowerUpFun cam-paign in 2016 and 2017, receiving more than 160 million and more than 125 million impressions respectively and positive ROI through sales lift and in-store displays.

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EE. & J. GALLO WINERY BETH OROZCO, Senior Director, Shopper Marketing With a background in both sales and brand manage-ment, Orozco leads the team to focus on innovative ways to engage and delight the alcohol beverage shopper and win new fans for wine.

HERB SMITH, Vice President, Off-Premise Customer Development and Category Management Smith’s responsibilities include all national and re-gional trade development, sales and cat-egory management for all of the winery’s products. Prior to his current role, he was the general manager of national account off-premise trade development, a posi-tion he held since 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 MICHAEL LAW, Senior Director, Customer Strategy & Planning Law has led shopper-centric programs across a wide range of categories includ-ing confection, OTC, beauty and personal care. He is driving thought-leadership initiatives with key retailers to challenge category conventions and unlock long-term growth.

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

ELIZABETH ARDENGREG GRIFFIN, Vice President, Customer Marketing, Global Mass & Mid-Tier

ENERGIZERTHU BANG, Senior Manager, Americas Shopper Activation

MIKE LAMPMAN, Vice President, Trade Marketing

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

GAIL MERCER, Director, Marketing Planning & Strategy

DONALD SMITH, Vice President, Marketing

FERRERO MARK KENDRAT, Director of Trade Marketing

FIRST QUALITY ENTERPRISES KIP OLMSTEAD, Chief Marketing Officer – Store Brands

FOOD LION NEIL NORMAN, Director of Customer Loyalty & Shopper Marketing See profile on page 16

FRESH DIRECT MICHELLE HARMON-MADSEN, Senior Vice President, Brand Partnerships Harmon-Madsen launched an extensive brand part-nerships platform to connect brands with FreshDirect’s massive base of highly engaged online shoppers via scalable, customized marketing solutions that in-tegrate brands and drive growth across the FreshDirect and FoodKick shopping experiences.

GGENERAL ELECTRIC LAURA BAILEY, Shopper Marketing Senior Manager

ERICA BOVARD, Field Marketing/Shopper Marketing Manager, GE Applicances Bovard helped launch the company’s first shopper marketing team. She currently leads local marketing strategy and digital campaigns for regional and small businesses in the Northeast region and also has responsibil-ity for Best Buy.

JONATHAN GARCIA, Senior Shopper Marketing Manager – The Home Depot, GE Appliances

JASON WEST, General Manager, Merchandising & Marketing, GE appliances West leads a team that activates the company’s advertising campaigns, promotions, and commercializes product launches. The team drives creative and execution for brand communications, shopper marketing, trade advertising and product marketing. West led the develop-ment and launch of a shopper marketing team, moving the organization from inter-nally focused push tactics to an externally aligned pull strategy, redefining channel funds for more impact.

ROCHELLE HARTIGAN, Marketing Manager – Retail Branding, GE Electric Hartigan oversees consum-er branding for the North American market. She works to make the shopper experience easy in a challenging category and finds new ways to bring light to life at the point of purchase.

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

JAY PICCONATTO, Marketing Director, Shopper MarketingPicconatto leads the shopper marketing teams in the field as well as the compa-ny’s central shopper capabilities team.

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CAROLYNE KLUG, Shopper Marketing Manager

NANCY MACDONALD, Team Leader, Shopper Marketing – CVS MacDonald leads the shop-per marketing strategy for GSK’s pain, respiratory and skin brands to deliver insight-led solu-tions to GSK’s retailers and shoppers. She led the shopper strategy for Excedrin’s award-winning campaign “The Migraine Experience” and the CVS shopper mar-keting strategy for the launch of Flonase.

GOJO INDUSTRIESKATHLEEN LEIGH, Marketing Director, E-Commerce and Digital Content Leigh heads up the Purell eCommerce Marketing team that launched Purell Naturals Hand Sanitizer, Purell automated replenishment (products) dispensers, and new Purell Surface Spray online. She spoke this year on disruptive marketing at eTail West and B2BOnline.

HHALLMARK CARDS LISA BARBER, Director, Marketing and Visual Merchandising Barber oversees shop-per marketing and visual merchandising teams sup-porting North American drug and gro-cery retailers. Her team is responsible for end-to-end strategy and execution along the shopper’s path to purchase, including digital, social, in-store activations and de-partment merchandising.

PATRICK GAHAGAN, Vice President, Category Management

GLAXOSMITHKLINE TONY BALK, Shopper Marketing Team Leader – 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.

MARY BETH BARRETT, Director, NA Shopper Science Lab Barrett has experience in analytics, sales and global/local shopper marketing. She currently heads up the company’s Shopper Science Lab. She and her team work collab-oratively with retail and marketing partners to help deliver custom insights through traditional and state-of-the-art research technologies within its health & wellness categories.

RENEE HARRIS, Shopper Marketing Team Leader 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.

CARA KAHALY, Director, U.S. Shopper Marketing With 18 years of experience in the industry, Kahaly is re-sponsible for driving collec-tive leadership of the U.S. shopper marketing and NA Shopper Sci-ence Lab team, advancing the transfor-mation of retailer engagement, shopper research and omnichannel approaches.

CARRIE KELLER, Shopper Marketing Manager, Walgreens Keller leads shopper marketing strategy for Walgreens across the GSK portfolio of products. She focuses on brand-specific activations & category-driving platforms that connect with shop-pers, and drive the business at Walgreens.

GEORGIA-PACIFIC DOUWE BERGSMA, Chief Marketing Officer Bergsma, who is respon-sible for all brand-building capabilities, is proud of the recent shopper marketing accomplishments, including the Quilted Northern Toilet Paper Day activation, unique packs and marketing for Brawny’s #StrengthHasNoGender and the Stain-master cleaning products launch.

SEAN BISHOP, Senior Shopper Marketing Category Manager

LAURA KNEBUSCH, Vice President, Marketing Activation Knebusch is an experienced marketer with a proven track record of building brands and delivering results. She is re-sponsible for communication strategy and planning, content development, so-cial, promotions and shopper marketing supporting all Georgia-Pacific consumer brands. She has been with the company since 2008 in leadership roles.

DALYN MATHEWS, Shopper Marketing Senior Associate Manager

DREW MATHIAS, Senior Shopper Marketing Manager

JULIE SCHNEID, Marketing Manager, Innovation

BRIAN SULLIVANO, Shopper Marketing Team Leader

RICHARD WRIGHT, Senior Manager, Shopper Marketing

GIANT EAGLEASHLEY DOWNEY, Senior Manager, Loyalty Marketing Downey develops and ex-ecutes customer marketing programs to include card-based loyalty programs, digital coupons, and customer reward and discount offer-ings in collaboration with company lead-ership and CPG partners.

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

SCOTT WEISENBECK, Director, Integrated Marketing

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’s team focuses on developing shopper-centric retail strategies and execut-ing insight-driven programs that influ-ence the path to purchase, meet business objectives and positively impact sales conversions. Her greatest accomplishment has been driving shopper marketing as a discipline throughout marketing strategies and programs.

HEINEKENTARA DAY, National Program Activation Director 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.

HERSHEY DALE CLARK, Senior Director, Sales Strategy & Shopper Engagement Clark is responsible for Hershey’s U.S. Go2Market, shopper engagement and Merchandising Center of Excellence or-ganizations. The team’s purpose is to put Hershey brands in shoppers’ hands.

OSCAR HERRADA, Director, Shopper Engagement

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

JENNI PUSTINGER, Director, Shopper Engagement, Walmart & Club Channel Pustinger is responsible for engaging shoppers in Walmart and the club channel, converting them to buy Hershey brands. Her team leads shopper mar-keting strategies and plans, and also is responsible for creating and delivering custom items.

HORMEL FOODSREBECCA CAMPBELL, Shopper Engagement Manager Campbell is responsible for building and executing the shopper engagement plan at Kroger. This is centered on aligning brand objectives and retailer strategies to platforms that influence shopper conver-sion along the path to purchase.

TINA MCGUIRE, Marketing and Visual Merchandising Director McGuire oversees shop-per marketing and visual merchandising teams sup-porting Gold Crown and Walmart retailers. She is responsible for end-to-end strategy and execution along the shopper’s path to purchase, including digital, social, loyalty, promotions, in-store activations and de-partment merchandising.

HAPPY EGGSARA SABIN, Director of Shopper Marketing and Category Management Sabin is shaping the com-pany’s new shopper mar-keting function with the objective of educating the shopper about the specialty egg category to help sim-plify the decision at the point of purchase.

H-E-BCHRIS CECCHINE, Director of Targeted Marketing and Shopper Loyalty Cecchine is entering his second year with the Strat-egy and Loyalty team at H-E-B. He is focused on evolving targeted marketing efforts to further enhance shopper loyalty. His previous 17 years with the company include various leadership positions across both marketing and op-erations.

TWYLA LUSK, Director, H-E-B Strategy & Shopper Loyalty Development Lusk has been with H-E-B for 19 years with experience in grocery and general merchandise procurement management. She began the strategy and shopper loyalty team at H-E-B in 2006 and has led the team that’s created targeted shopper marketing as a viable platform for the retailer.

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ob Waibel wasn’t always as self-assured as he is today. Early in his career he had a tendency to wait for direction or see what others were doing. He quickly realized that wasn’t what companies needed from their team members.

“I had to learn how to have confidence in my abilities, my knowl-edge and experience and be willing to be more vocal,” Waibel says. Prior to joining Conagra Brands, he worked for such CPG companies as Anheuser-Busch and Coca-Cola, plus spent time on the agency side. Once Waibel did start speaking up, he realized others were willing to listen.

As senior director, shopper marketing, at Conagra, he imparts that wisdom to his own team. “My team continually looks for how shopper marketing at Conagra needs to evolve to stay ahead of the ever-changing landscape,” Waibel says. “They keep me motivated to make sure I am giving them the resources they need and the room they need to innovate, experiment and find new ways to help our retail partners stay successful.”

What teams are you leading?Shopper marketing and retail innovation. Shopper marketing works with our brand teams, sales teams and retail customers to shape choice, drive conversion and build consumption and loyalty across the entire shopper journey. The retail innovation team drives change in our merchandising solutions for our retailers to help drive choice and purchase in-store.

You say you act as both a branded company and an agency. How so?It’s a branded company in that we are constantly thinking about how to extend our brand equities via shopper marketing programs with retail partners and look for ways to reinforce our brand teams’ efforts to drive demand.

And agency?We’re an agency in that we serve a similar role with our retail part-ners, helping to bring creative marketing programs to them that will drive both our businesses. As shopper marketers, we have quite a bit of “white space” to be creative.

Tell us about your work on some current projects.We are supporting the rollout of our frozen Frontera gourmet Mexican bowls and skillets and our Healthy Choice power bowls. Without getting too specific on an exact program, we will do things like geo-targeted filters on a consumer mobile application for a specific brand’s users within databases and run targeted videos to specific segments that drive to a branded offer and customer-specific, load-to-card or mobile rebate offers.

What’s challenging about shopper marketing?Keeping up with not only the speed of change in today’s retail envi-ronment, but trying to stay ahead of it. How do we leverage all these advancements and changes to remain relevant with our consumers and shoppers? How do we help our retail partners evolve and stay meaningful?

What does the industry need?Talent development in the discipline. Shopper marketing as part of an

educational curriculum is still in early development, and career paths that include rotations in shopper marketing are still not common.

How has shopper marketing changed?It’s an evolution in the past 10 years from its predecessor, customer marketing. Back then customer marketing was more about part-nering with retailers on their programs. There was less discussion around who was shopping there and what their motivations or situ-ations were.

And now?We understand so much more about the shopper – who they are, how they act, why they do what they do, and what problems and issues they are trying to solve for. The depth of knowledge and data we have on shoppers now is tremendous. The challenge is how to turn that information into action.

Does that keep things exciting?Yes. We have the opportunity to innovate and change how we market our brands. As new technology and new ways of commerce emerge, we have the opportunity to evolve and innovate alongside it. We can be very entrepreneurial.

Is your leadership supportive?Definitely. Our leadership at Conagra Brands consistently tells our whole organization to have a “startup” mentality, and shopper mar-keting is a great spot for that mentality.

Photo by Brian Morrison

CONAGRA BRANDS: BOB WAIBEL, Senior Director, Shopper Marketing

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IOVATE HEALTH SCIENCES BRIAN CAVANAUGH, Chief Marketing Officer For nearly a decade in the specialty channel, Cavanaugh led success-ful development of GNC brand and national brand strategies by implementing innovative on- and off-line merchandising programs that leveraged in-store staff selling recommendations. These strategies, built around consumer education, doubled the business over a five-year period. He now oversees brand development, innovation, retail activation and marketing across all retail channels for three $100 million-plus supplement brands.

JASON PROWSE, Category & Consumer Insights Manager

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

J.M. SMUCKER MICHELE DELAUNE, Shopper Marketing Manager Delaune leads the develop-ment of in-store, digital and e-commerce shopper mar-keting programs that are insights-driven and align with brand objectives and customer joint business plan strategies at J.M. Smucker’s Pet Specialty Division for PetSmart.

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 solutions and omnichannel strategies drive brand conversion and category growth.

JOHNSON & JOHNSON HEATHER CAMPAIN, Head of Shopper Marketing, Johnson & Johnson Consumer, North America See profile on page 20CHRISTY CARON, Shopper Marketing Manager Caron focuses on CVS-spe-cific marketing strategies for the health care busi-nesses, developing shopper plans in an ever-changing world today, where shoppers have decision power.

PIA KELLY, Senior Manager, Shopper Marketing & Insights

KAT KENDRICK, Shopper Marketing Manager

NATHAN PENDLETON, Shopper Marketing Manager

YASMEEN SPOTWOOD, Shopper Marketing Manager Spotwood is responsible for developing shopper solu-tions to meet the needs of customers and brands, and collaborating with marketing, sales strategy, consumer promotion and customer shopper mar-keting to develop shopper marketing campaigns and platforms that are rooted in brand equity and can be customized for/with the company’s retail partners.

TANVI THAKER, Shopper Marketing Manager, U.S. OTC In partnership with the broader J&J shopper mar-keting organization, Thaker develops and activates OTC strategies that create buy moments with shoppers and drive joint value with its customers. Accomplishments include leading best-in-class platform solutions across core categories and leveraging the strength of brands and customer partnerships.

KIM VICCARO, Director of Shopper Solutions Viccaro has been with the company for 22 years and is passionate about uncov-ering game-changing shop-per insights leading to category solutions that provide a frictionless omnichannel shopping experience and in turn drive retailer love and loyalty.

JOHNSONVILLE SAUSAGE STEPHANIE PLEHN, Shopper Marketing ManagerPlehn’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.

JUST BORNKEITH DOMALEWSKI, Director of Marketing and Consumer Engagement

KKAO DIANE ISLER, Senior Manager of Insights & Category Management

KELLOGG ANALIA BENEDETTI, Director, Shopper Marketing and Multicultural Commercialization Benedetti leads the shop-per marketing regional team, responsible for partnering with retailers to engage and inspire shoppers through insights-based programs to drive sustainable, organic growth with an in-creasingly diverse shopper and consumer base.

JEN CARTER, Senior Director, Shopper Marketing Carter is responsible for leading shopper strat-egy and execution for the Kroger and Target field shopper teams. Her background is in CPG brand market-ing but she has been dedicated to the shopper marketing discipline for more than eight years because of her passion for mutually beneficial programs that drive key objectives and results for both the CPG manufacturer and the retailer.

MIKE CLIFFORD, Associate Director, U.S. Shopper Marketing Clifford applies his 19-plus years of shop-per marketing experience toward the development of strategies designed to help Kellogg’s business units and its iconic brands elevate their shopper and custom-er engagement.

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WHITNEY COOPER, Shopper Marketing Manager, WalmartCooper has excelled at pushing our orga-nization to ask what’s next in the world of shopper marketing. She embraces change and is always bringing new ideas to help our brands and retailers win in the market-place. She is passionate about delivering results and energizes her teams with a clear vision for how shopper marketing can make a difference for our company.

AARON ELLEMAN, Senior Director, Shopper Marketing

SHANNON FLADELAND, Associate Shopper Marketing Manager Fladeland is responsible for leading shopper strat-egy and execution for the Kroger shopper team. She is a marketing professional with 10 years of shopper marketing with expertise turning insights into activation and achieving results.

JUSTIN GOODWIN, Senior Shopper Marketing ManagerGoodwin has built very strategic relation-ships with his retailers, grounded in a pas-sion for the business that is contagious. He is humble to learn and eager to teach. In an environment with ever-changing priori-ties, technologies, and a shopper that is constantly evolving, Justin understands what it takes to be successful.

ANNETTE OPSETH, Shopper Marketing Manager Opseth is responsible for leading shopper strategy and execution for the Tar-get team. She has been dedicated to the shopper marketing discipline for more than eight years because of her pas-sion for creating brand love and results for both the CPG manufacturer and the retailer. Her greatest accomplishment is winning a gold Effie in 2016.

MANDY RINDERLE, Shopper Marketing Manager Rinderle is responsible for leading shopper strategy and execution for the Kel-logg’s Snacks and Morning Foods categories at Kroger. Her career began in product management but has been focused in shopper marketing for 10+ years due to her enthusiasm around developing innovative programs that drive results for both the manufacturer and the retailer.

TERRAE SCHROEDER, Director, NA Shopper and Wholesome Snacks Schroeder leads the North American snack shopper insights group supporting shopper marketing, customer marketing and store-back design. She leads insight solutions for in-store activation, shopper behavior and experience, and scale pro-motions.

KEURIG GREEN MOUNTAIN AMBER KING, Senior Shopper Marketing Manager King is responsible for partnering to link customer strategies with shopper insights to drive category growth and de-liver on the shopper’s needs.

KAREN REID, Director, Shopper Marketing Reid leads the national shopper marketing team responsible for activation of shopper insights, with the goal to influence customer and shopper decisions by developing and activating persuasive insight-based programs along its shoppers’ path to purchase across all channels of business.

KIMBERLY-CLARK SARA GILBERT LEONARD, Director, Shopper Marketing, Walmart U.S. Team Gilbert’s greatest work ac-complishment is building her team’s talent and career paths. The team leads with insights, cultivates strong customer partnerships and drives mean-ingful business results for the customer and K-C.

LIZ METZ, Senior Director, Shopper Engagement Metz leads Kimberly-Clark’s shopper marketing and category management for all of its brands. She is ac-countable for accelerating and driving insightful sustainable category growth that delivers on K-C’s promise of essen-tials for a better life.

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

JON ISRAELITE, Vice President, Business Development

KRAFT HEINZJEANNE CLEMENT, Director, Shopper Marketing – Walmart Global

LLALA FOODSLAURA AYLMER, Shopper Marketing Manager By leveraging her retail op-erations and headquarter sales experience, Aylmer coordinates impactful and efficient shopper marketing programs that are personalized for each customer and meet the needs of Lala’s internal sales and marketing teams.

VANESSA CARLSON BUENO, Senior Director of Marketing Operations Bueno successfully built the company’s shopper marketing and retail activa-tion organization from the ground up. She provides leadership for marketing campaign teams driving more than $250 million in annual sales across all national and regional grocery retailers for Lala U.S. and Promised Land brands.

LEBANON-SEABOARDDEB BALCERZAK-WILSON, Senior Marketing Manager, E-Commerce

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LG ELECTRONICS DAVID VANDERWAAL, Vice President of Marketing, LG USA and Canada VanderWaal is responsible for all marketing activities for both LG business units – home appliances and consumer electron-ics. He leads advertising/marketing cam-paigns designed to increase overall brand health of LG, and oversees the develop-ment of best-in-class omnichannel experi-ences for shoppers, including all retailer extensions.

LOGITECH JONATHAN JOHNSON, Head of Integrated Marketing, Americas Johnson has pioneered programs in both e-tail and retail marketing in the consumer electronics space. His shopping studies have revealed how people shop for computer accessories in-store and on-line, resulting in new approaches to mer-chandising in physical retail like Best Buy as well as online sites such as Amazon. He also oversees worldwide merchandising projects.

MMARS CHOCOLATE U.S. SUSAN BARKALOW, Director of Shopper Marketing Barkalow leads a team of nine shopper marketing professionals at Mars. Her greatest accomplishment is in build-ing and empowering her team to create insight-based shopper programs that drive the category, Mars brands and meet retailer partner objectives.

NICOLE RADLEY, Shopper Marketing Manager

ALLISHA WATKINS, Shopper Marketing Team Lead – Walmart Watkins brings 14 years of consumer, shopper and brand marketing, market research and strategic management to Mars, winning many prestigious industry awards in 2016, including Reggies, Effies and PRO Awards.

MASSIMO ZANETTI 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 shop-per 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

MCKEE FOODS JENN SEGAN, Category and Shopper Insights Manager

MEAD JOHNSON NUTRITION CHAD MARQUARDT, Director of Customer Development

MEIJER LANNY CURTIS, Director, Customer Marketing In 27 years with Meijer, Cur-tis has long been engaged with both shopper insights and the use of digital ca-pabilities. He currently oversees targeted promotions, managing digital content; multiple communication channels, and business intelligence tools.

MICHAEL ROSS, Vice President, Digital Shopping & Customer Marketing

MEYERINGRID ELLERBROCK, Senior Director, Consumer & Shopper Marketing

MILLERCOORS JAMES MCNELLIS, Director, Channel Marketing McNellis has developed the channel strategies, de-signed a new mobile visual selling application called Building with Beer and collaborated with brand teams on retail solutions aligned to consumption occasions that are activated with MillerCoors’ largest customers.

DANIEL WARHAFTIG, Senior Marketing Manager, Emerging Brands Warhaftig leverages his nearly 20 years in the shop-per marketing industry to help MillerCoors grow in the above-pre-mium flavor segment. His focus is to build brands with purpose that are first choice for consumers.

JOVINA YOUNG, Director, Channel Marketing – Small-Format Young is responsible for marketing and sales solu-tions for the c-store, drug and dollar classes of trade. Key accom-plishments include Building with Beer C-Store, the company’s category approach to selling beer with independent ac-counts, and driving focus on singles and small-pack solutions with brand teams.

MIZKAN AMERICA SIGRID GARAVITO, Shopper Marketing Manager Garavito built and leads the company’s shopper marketing capability, over-seeing 14 pasta sauce customer business teams and consulting for all others. She spearheads annual objectives, initia-tives, KPI direction, insights and path-to-purchase development. She also led the development of its custom shopper mar-keting measurement model.

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

MOET HENNESSY KYLE YEARICK, Vice President, Trade Marketing

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eil Norman knows something about loyalty. He’s spent the past 23 years under the Food Lion and Delhaize America umbrella, climbing the proverbial company ladder to get to where he is today. Starting as a bagger/cashier, he moved

into a customer service role during college while earning a market-ing degree. After fulfilling roles as an assistant manager and store manager, he eventually got the opportunity to move to corporate, serving in analyst, customer segmentation, merchandising, category management and loyalty management roles along the way. In 2016, he was named director of loyalty and shopper marketing. He credits the organization with providing continuous growth opportunities within its walls and is excited by the constant change the industry offers.

Please describe your team’s role in the organization.NORMAN: We oversee all MVP loyalty card personalization cam-paigns and our CPG-supported shopper marketing and digital events focused on offering additional value to our customers.

What is one of the team’s main responsibilities?NORMAN: Leading shopper marketing and loyalty programs that are consistent with the company’s strategy and are data-driven to ensure they’re engaging for our consumers.

How do you and your organization define shopper marketing? NORMAN: The collaboration between Food Lion and its vendors to connect with shoppers based on their behaviors to influence pur-chase decisions and create loyalty.

What has been your biggest professional challenge? NORMAN: Coming out of a fresh category manager role into a new loy-alty and shopper marketing role. Food Lion was one of the first grocers to introduce a loyalty card to customers more than 20 years ago.

What has changed since then?NORMAN: While we’ve been leveraging the transactional-level data insights for decades to better meet consumer needs, it wasn’t until the last few years that we started investing more heavily and fully leveraging our marketing budgets, talent, systems and capabilities to build one-to-one multichannel personalization. It’s been a great challenge developing these capabilities and creating meaningful one-to-one consumer connections through our campaigns.

And in terms of your current role, what’s changed?NORMAN: The way we can analyze the effectiveness of everything we do using test versus control or matched-panel analytics. This

truly validates the success of our cam-paigns to the organization leadership team.

What about shopper marketing keeps you up at night?NORMAN: Technology and relevancy.

Can you explain?NORMAN: Delivering the right inno-vation and new capabilities to serve our consumers better, all while staying very relevant to them and meeting their needs.

What’s your vision of retail in 5-10 years? NORMAN: Service, fresh, price and convenience will continue to be top priorities. Staying authentic and genuinely invested in custom-ers will be critically important as the emotional connection to our brand is vital to growth. Providing ease of shopping – in-store or through mobile – will no longer be optional.

What about shopper marketing and loyalty?NORMAN: Both will continue to rise in importance. The industry will shift toward a heavier digital focus and must be fully integrated into e-commerce as well as in-store.

How has shopper marketing moved forward in the past decade?NORMAN: It’s way more than just ad and display. We have to cre-ate a unique, exciting multichannel experience for consumers that delivers on the overarching strategy and reaches back to our brand.

Do you see hurdles and challenges?NORMAN: Every Food Lion action must be linked to customer insights and mindsets, and fully connecting that to merchandising, category and pricing execution is extremely valuable. Adapting quickly to the real-time, on-demand, dynamic world we live in must be inside our planning and roadmap. We can’t get too comfortable with the status quo.

How are you working to meet shoppers’ needs today?NORMAN: We’re leveraging all our media assets and our multiple channels. We want to reach consumers through the channel in which they prefer to communicate with our brand.

What excites you about the future? NORMAN: New capabilities for engaging customers – all while growing loyalty. With more access to enhanced analytics, we have resources to produce measurable results.

Photos by Michael LoBiondo

FOOD LION: NEIL NORMAN, Director of Customer Loyalty & Shopper Marketing

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MONDELEZ INTERNATIONAL ASHLEIGH BORCHERS, Customer Director of Shopper Marketing, Drug Channel and Meijer

BETH LOWING FRONCEK, Senior Shopper Marketing Manager

CHRISTY MANGIO, Customer Director of Shopper Marketing, Delhaize America, H-E-B, Publix and Southeastern Grocers

ANNE MARTIN, Customer Director of Shopper Marketing, Albertsons Cos.

LIZA MASCHI, Customer Director of Shopper Marketing, Ahold USA, Wakefern Food Corp. and Military

STEVE MCGOWAN, Director of Shopper Marketing McGowan’s career spans more than 20 years of brand marketing, sales planning, sales strategy and shopper marketing. He currently leads the shopper marketing function at Mondelez Interna-tional. The team has won three Effies and five Reggies in the past three years.

MINDY RICKERT, Customer Director of Shopper Marketing

MICHAEL TILLEY, Biscuit Lead, Shopper Marketing & Strategic Partnerships

LAUREN WRIGHT, Customer Director of Shopper Marketing, Walmart and Sam’s Club

NNATURE’S BOUNTY THERESA MCCAIN, Shopper Marketing Manager, Grocery Channel McCain leads shopper marketing for the grocery channel. She’s responsible for developing insights-driven shopper marketing programs that can be imple-mented at the account as well as across the organization to drive sales and build loyalty among shoppers, grow category and brand share in her accounts.

KRISTINE UREA, Vice President, Category Management and Shopper Strategy As a passionate health en-thusiast, Urea gains energy from bringing wellness to life in-store through informative, yet simple shopper solutions that help make health manage-ment easier to navigate. These include benefit-led shelf education, inspiring display solutions and targeted shopper communication.

NESTLE-PURINA CARLA SCHAEFFER, Director of Retail and Shopper Marketing

NEWELL BRANDS RACHEL FULLER, Trade Marketing Manager

NICE PAK PRODUCTS PATRICIA RAGGI, Vice President, Marketing Services

OORGANIC VALLEY KELLY GIBSON-WOLFF, Director of Relationship Marketing Gibson-Wolff leads brick ‘n click and e-commerce shopper strategy and inno-vation, as well as cross-functional teams in consumer engagement along the entire path to purchase. Her team has a passion for organic food, storytelling and continu-ous improvement, and a drive for creating impact.

PPEPSICO JANELLE ANDERSON, Vice President, Shopper Marketing

DANA LAWRENCE, Senior Director of Marketing, Shopper Marketing Programs & Digital Media Lawrence leads the devel-opment of shopper market-ing brand programs, including Lay’s, Dori-tos, Ruffles, SunChips, Stacy’s, Mountain Dew and Starbucks, at PepsiCo’s top 10 customers. She also leads digital media strategy and program planning to drive shopper conversion.

KATIE SCHIAVONE, Senior Director, Shopper Marketing, NAN Brands, Gatorade and Propel Schiavone leads shopper marketing programming within PepsiCo’s Demand Xcelerator team for North America Nutrition (NAN) brands and Gatorade/Propel. Shopper programs focus on translating brand in-novation and promotion priorities at top retailers.

ESPERANZA TEASDALE, Senior Director, Shopper Marketing Teasdale leads the new DX (PepsiCo Demand Xcel-erator) shopper marketing team for strategic customers, focused on understanding customer strategies and priorities. The team is responsible for driving PepsiCo brand growth plans while managing change and operating across the organizational matrix.

PFIZER HEATHER STORMS, Director, Shopper Marketing

PHILIPS KELLY DOWNEY, Vice President, Digital and Shopper Solutions Downey is responsible for the vision, strategy and ex-ecution for Philips Personal Health North America digital, consumer care, creative services and shopper mar-keting.

PINNACLE FOODS KELLY ANNIS, Director, Marketing Activation Annis brings creative vision, passion and leadership to deliver multi-tiered and sales-driving promotional campaigns. Her brand-building experi-ence includes Nabisco, Kraft and Post Foods prior to her current position. She architected the promotions and shopper disciplines at Post Foods after the busi-ness was spun off from Kraft.

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PLADIS GLOBALCHERYL WHITEMAN BROOKS, Director of Marketing Services and Brand Activation, NA, Godiva Chcolatier

ANNA DELICATA, Manager, Shopper Marketing Delicata leads the shopper team at pladis Americas for global brands in the confectionary and biscuits categories including Godiva. She is an integrated marketing leader bringing 20-plus years of CPG experience from Kraft Foods across multiple categories.

POST CONSUMER BRANDS CHRIS RICHMOND, Director of Integrated Communications and Shopper Marketing

PRESTIGE BRANDS ANDREA BOUWMAN, Shopper Marketing Director

PROCTER & GAMBLE MATT BARRESI, Brand Director, North America Selling & Market Operations Barresi oversees all brand building at retail span-ning all brick-and-mortar, brick & click, and pure play retailers across Procter & Gamble’s $30 billion, 10-category North America portfolio. Prior to his current role, he held a variety of assignments across multiple business in North America and Europe.

CARRIE BIRTH-DAVIS, NA Regional Grocery/ Scale Brand Manager Birth-Davis currently leads the development of P&G’s scale programs for NA Gro-cery as well as the NA Regional Grocery shopper marketing team. In her free time, she passionately pursues her dream to qualify for the Olympic Trials in the mara-thon.

MICHAEL KIRTMAN, Brand Manager, Crest North America Working on the Crest brand for the last 10 years, Kirt-man leverages the shopper marketing lessons he learned while work-ing with Kroger to ensure Crest tooth-paste focuses on winning in-store by le-veraging each retailer’s competitive point of difference to win in-store and drive trial down the oral care aisle.

JOY MEAD, Associate Brand Director

RRB MARK SORRENTINO, Head of Shopper Marketing Sorrentino has 20 years of experience in the CPG industry, and 10 years fo-cused on shopper market-ing. He currently leads all shopper mar-keting efforts for Lysol, Airwick, Mucinex, Finish and other RB brands while also leading digital marketing efforts as part of the company’s overall integration activa-tion plans for its top customers.

SSABRA DIPPING CO. ERIC GREIFENBERGER, Vice President of Marketing Greifenberger oversees both the marketing team responsible for growing the Sabra hummus business and the shopper marketing team responsible for driving conversion across all Sabra fresh dips cat-egories. He led the expansion of its shop-per capability by building out a team to developing end-to-end path-to-purchase strategies and implementing conversion driving plans. The approach balances activities at the national, channel and customer levels while leveraging a greater use of digital and targeted solutions.

KERRY POWERS, Shopper Marketing Manager Powers is responsible for the planning and execution of national and customer-specific shopper activations, strategic partnerships, and sports spon-sorships across all channels for the Sabra portfolio. The team focuses on driving collaboration between sales and market-ing 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+ years, Wardle was asked to lead and help define the shopper marketing function for Sabra, as well as develop and lead promotional partner-ships. Her team quickly became an invalu-able liaison between sales and marketing, and is respected as an integral part of the brand success.

SAMSUNG ELECTRONICSANDREA LORENZO, Director, Omnichannel Marketing Lorenzo innovates, over-sees and implements large-scale projects to open new channels of commerce for Samsung, with the goal of creating more seamless shop-per experiences. Samsung’s Virtual End-less Aisle program has allowed shoppers to purchase Samsung products not car-ried in-store for delivery to their homes.

SARGENTO FOODS CINDY MATTINGLY, Customer Shopper Marketing Manager Mattingly works closely with brand, sales and cus-tomer teams to develop annual customer-specific plans. She also supports sales in the development of the customer relationship.

NICOLE PAVLICA, Senior Brand Shopper Marketing Manager Pavlica believes a shopper-centric mindset and the smart use of insights are the keys to integrated plans that catalyze brand and category growth.

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SC JOHNSON & SON BRAD BOCK, Trade Category Manager

AMY DRAGLAND-JOHNSON, Director, Shopper Marketing Dragland-Johnson leads all of the shopper marketing and national consumer pro-motions marketing teams at SC Johnson. She was inducted into the Shopper Mar-keting Hall of Fame in 2015.

SEVENTH GENERATION BARB DEVINE, Customer Strategy & Planning Associate

PAT MIGNOGNA, Global Brand Manager

SMITHFIELD FOODS DEDRA BERG, Senior Director of Marketing Berg leads the marketing team for the fresh pork divi-sion and oversees all strat-egy, shopper marketing and integrated planning. Her team has grown the fresh pork branded portfolio by 50% by applying CPG tactics to a traditionally commoditized category. Not only has this approach enabled them to meet annual sales and brand objectives, but also to more closely work with their retail part-ners and drive consumer brand loyalty.

ERIC GIBSON, Senior Shopper Marketing Manager

LAUREN MCNULTY, Customer Marketing Manager

ART SCOTT, Senior Director of Marketing Scott is responsible for shopper marketing, public relations and marketing services. He leads a depart-ment that partners with internal and ex-ternal teams to plan, develop and activate powerful shopper marketing programs with key retailers.

SNYDER’S-LANCEHEIDI COWAN, Director, Shopper Marketing Cowan is responsible for leading the shopper mar-keting strategy for the company’s portfolio of brands and ensuring that the programs developed and activated deliver on both the brand and retailer objectives.

BRYAN KLINE, Shopper Marketing Manager Kline develops national and retailer-specific shopper marketing programs across the company’s portfolio of brands (Snyder’s of Hanover, Kettle, Cape Cod, Snack Factory, Pop Secret, Emerald, Late July).

STARBUCKS TIFFANY HUEY, Director, Shopper Marketing Huey’s role is to ensure the Starbucks customer teams are set up to successfully grow its channel customers’ business and bring the Starbucks experi-ence to life down the aisle.

LISA TRAVIESO, Senior Manager, Shopper Marketing Travieso has experience in shopper marketing, brand management, innovation and retail marketing with iconic brands such as Starbucks, Dixie Consumer Prod-ucts and 7-Eleven. She currently leads shopper marketing capability develop-ment for Starbucks channel development.

SUN PRODUCTS CORP. KEN KRASNOW, Vice President of Digital and Consumer Activation Krasnow leads digital marketing, shopper marketing, merchandising and national promotions for Henkel N.A., the parent company of Sun Products. He is a key member of the Henkel Ventures team. In this capacity, he focuses on generat-ing and evaluating deal flow within white space product, marketing technology and IoT search fields.

TTEMPUR SEALY MARCUS BAFFOE-BONNIE, Director, Retail Marketing Baffoe-Bonnie leads the company’s retail marketing practice aimed at keeping its retailers competitive in a rapidly changing mattress world. Charged with helping key retailers drive traffic and conversion, he and his team recently launched Digital Edge, a turnkey digital marketing program designed to help retailers embrace and actively leverage digital marketing tools to win.

TIME INC. RETAIL CHRISTINE AUSTIN, Customer Marketing Director Austin leads the strategy and program development of customer marketing pro-grams that support Time Inc.’s portfolio of content brands including People, InStyle, Real Simple and more. Her specific focus is on Walmart, Target, Kroger and Albert-sons.

HOLLY OAKES, Brand Director Oakes is responsible for the creation and implementation of customer-specific pro-grams for all brands in the Time Inc. port-folio, which includes People, Time, InStyle and Sports Illustrated. Retailers of focus are Walmart, Target, Kroger and Safeway/Albertsons.

ERIC SZEGDA, Vice President, Retail Marketing Szegda oversees the retail/shopper/customer market-ing teams supporting the Time Inc. portfolio of brands. This includes ownership of the retail component to the brand P&L’s (vs. subscription/advertising) in addition to overall development and execution of retail planning and strategy.

DREW WINTEMBERG, PresidentWintemberg oversees Time Inc. Retail, the division of Time Inc. that is responsible for the sales, marketing, research and logistics of the company’s iconic brands (in addition to other leading publishers) at retail and online.

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eather Campain leads shopper marketing efforts for the North American consumer portfolio at Johnson & Johnson. She supervises teams working with retailers and their shopper marketers, as well as partnering with brand marketers across

all business units. They work to find a winning proposition for not only the brands but also the retailer and shopper – a trifecta of wins for the company’s key stakeholders. “My role is to instill that shopper mind-set,” Campain says. “With all the talk in the news about the changing face of retail and everything that’s going on with shoppers, my role is making sure our internal teams are aptly prepared.”

How do you and your organization define shopper marketing?CAMPAIN: We define shopper marketing as the marketing and me-dia planned in partnership with our retailers to address specific barriers or unmet needs designed to change behavior and create winning business outcomes. We work to understand our retailers’ marketing and media ecosystems and how to complement what they’re doing. We need to understand the shopper barriers, poten-tial unmet needs and problem areas, and design solutions.

What motivates you most?CAMPAIN: I am motivated by the uncertainty and change. Every time you hear or read about a new change, you have to think about the implications and what is likely to happen as a result. This is not a time you can win by annualizing events or doing what has worked for the last several years.

How has shopper marketing moved forward in the past decade? CAMPAIN: Shopper marketing has changed as retailers and shop-pers have changed. We see shoppers having an unprecedented number of choices. The number, type and location of trips are changing. The way they shop categories and the retailers themselves also are changing. Historically, CPGs had always been kind of the beacon of insights and marketing. With the advent of data through loyalty cards or digital apps, retailers have more data on their shop-pers. Coupled with marketing sophistication and the ability to reach shoppers, we’ve seen retailers not only act as retailers but also as media in their own right. That has changed the game.

What is the shopper’s greatest need today, and how are you working to meet that need?CAMPAIN: Simplicity. Whether it is finding a customized assort-ment or seamless checkout experience, consumers’ lives are busier and more complex than ever before. People want control, they want confidence, and they want connection. How do we work together to create those things so we’re not creating solutions for solutions’ sake but so we’re addressing a problem? Connected commerce takes a connected culture.  

What are hurdles or challenges in shopper marketing keep you up at night?CAMPAIN: Figuring out how roles mesh together to create seamless shopping experiences – and ways in which we can collaborate and be fast and agile – is critical. Shoppers are not interested in silos at

retailers or manufacturers. They expect a seamless experience from start to finish. Shopper marketing is a function that is well-posi-tioned to knit together the various functions and touchpoints, and work together to fully leverage the retail ecosystem and brand assets. That’s also the hardest part of shopper marketing.

What’s your vision of retail and shopper marketing in 5-10 years, and what excites you most looking into the future?CAMPAIN: I see a blend of online and brick-and-mortar retail, al-though I do see it evolving beyond what we have today. To me it’s not likely that one or the other will completely win, but it’s about how they will coexist and complement each other. I also see services playing a much larger role. With Gen Z coming up, the need for transparency will grow. Studying the roles of stores, trip types and values will be critical. It will be interesting to see how the roles of brand marketing and shopper marketing continue to complement each other. The thing that excites me the most is how unscripted it all is. I don’t think we’ve ever experienced this much disruption in our entire lives. We’re on a new frontier, and innovation is required to survive.

Photo by Sabina Louise Pierce

JOHNSON & JOHNSON: HEATHER CAMPAIN, Head of Shopper Marketing, Johnson & Johnson Consumer, North America

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WWAKEFERN FOODCHRIS SKYERS, Vice President, Corporate Merchandising & Marketing

WALGREENS CRYSTAL FOUCHARD, Director, Pharmacy Marketing

MINDY HEINTSKILL, Vice President of Loyalty and Personalized Marketing

ADAM HOLYK, Chief Marketing Officer

WALMARTMATTHEW PARRY, Senior Marketing Director – Customer Experience & Shopper Marketing Parry leads the retailer’s shopper marketing and in-store customer experience/engagement efforts. He also leads shopper strategy and customer insights, digital, technology and omnichannel in-store integration. His goal is to build a customer experience innovation team to deliver multiple instore experience and technology pilots.

JAMIE SOHOSKY, Vice President, Marketing, Customer Experience Sohosky leads a team that spans a number of disc-plines from store innovation and technology to visual merchandising, shopper marketing and “retailtainment.” She brings these disciplines together to make Walmart’s 4,500-plus stores a bet-ter place for customers to shop – simpler, more engaging and more seamless.

WELLS ENTERPRISESLAURA SPRAGUE, Channel Marketing Manager

WHITEWAVE FOODSJIM BLUMBERG, Director, Integrated Marketing

CHRISTOPHER WITTE, Vice President, Total Store Leadership Witte is responsible for lead-ing and developing category leadership, shopper insights, shopper marketing and shopper activation functions. Previously, he was with Sara Lee Corp. and Hillshire Brands, responsible for the creation of Tyson/Hillshire Shopper and Trip Engagement in Protein, redevel-oping Tyson’s industry-leading suite of category leadership platforms, and the reinvention of the shopper marketing and shopper activation functions.

UUNILEVER KEVIN FLAGG, Senior Director, Shopper Marketing

CORY FRAEHSDORF, Shopper Marketing Manager Fraehsdorf develops strate-gic and insight-driven shop-per marketing plans for leading brands such as Dove, Tresemme, Nexxus, Suave and Axe while managing a multi-million dollar shopper marketing budget for the drug channel. She has built and maintained strong relationships with senior retail leadership within the mer-chant and marketing teams at Walgreens, CVS and Rite Aid.

CARLA MALIN, Shopper Marketing Director, Supermarkets Malin is responsible for Uni-lever’s shopper marketing strategy, program oversight and team leadership within the supermar-kets channel. She also helps build the mea-surement, analytics and digital capabilities within the national shopper marketing team.

DANA WRIGHT, Marketing Innovation and Activation Manager With 18 years’ experience in the industry, Wright cur-rently leads the activation and innovation team at Unilever. Key re-sponsibilities include working with brand teams and agencies to provide resources for effective marketing activation across couponing programs, sampling, partner-ships and innovation.

TOM’S OF MAINE ANDY BROWN, Customer & Shopper Marketing Manager Brown manages strategy and execution of shopper marketing programs within the regional and national food customer channel. Additionally, he leads the key period Earth Month integrated shopper marketing platform nationally.

MICHAEL LETARTE, Shopper & Customer Marketing Manager Letarte’s responsibilities include managing annual shopper marketing plan-ning for multiple customers (including e-commerce). He is the lead for in-store displays, and he also leads one of the company’s annual shopper marketing in-tegrated campaigns.

KRISTEL ROFFLER, Customer and Shopper Marketing Manager Roffler currently manages and executes shopper plans for three of the company’s key customers: Target, Whole Foods and Sprouts. Her main goal is to build cred-ibility with customers and continue to maintain relevancy with shoppers.

MATT SMITH, Senior Shopper & Customer Marketing Team Leader Smith leads the Tom’s of Maine shopper marketing team, responsible for devel-oping innovative, insight-driven category-building shopper marketing plans and programs in partnership with its top cus-tomers that drive shopper engagement, conversion and brand loyalty.

TYSON FOODS WENDYJEAN BENNETT, Senior Director, Media & Experiential Marketing Bennett leads a team con-sisting of consumer promo-tions, shopper marketing and activation. The group’s work encom-passes digital, print, in-store, coupon and social influencer tactics.

SUE TOY, Director of Category Leadership

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