As seen in

Our report

recognizes

more than 200

brand and retail

executives

who are

making notable

contributions

in the area of

e-commerce.

WHO’S WHO in E-Commerce

efore his current position, Byron Gil-strap led the development and imple-mentation of Coca-Cola’s B2B online platform, MyCoke.com. “It was a great

role to really learn and understand the breadth and depth of the entire Coca-Cola system,” he says. Today, Gilstrap leads digital shelf, pack-age/product innovation and franchise relations for Coca-Cola North America’s e-commerce group. His experience spans strategy consult-ing, program management as well as develop-ing and deploying digital strategies for compa-nies such as Accenture, Delta Air Lines and The Home Depot.

Tell us a bit more about your current role?GILSTRAP: I’m responsible for managing the Coca-Cola digital shelf on retailer websites, e-commerce commercialization and franchise bottler relations.

And what about your team?GILSTRAP: We serve as the E-Commerce Center of Excellence for Coca-Cola North America, which includes a dedicated business development accounts team, strategy and planning, marketing and building world-class capabilities.

What are the team goals?GILSTRAP: To be a best-in-class supplier to our retailer partners, lead emergence of beverages online and develop key strategic capa-bilities like marketing and digital shelf to enable growth.

How does your e-commerce team engage with Coca-Cola’s shopper marketing team?GILSTRAP: We have a shopper marketer embedded within our e-commerce team. We also work with the broader shopper marketing group, especially when it comes to opportunities with omnichannel consumers. We also have cross-functional routines to discuss in-novation during early brand planning processes.

Speaking of omnichannel, what does that mean to you, both as a marketer and a shopper?GILSTRAP: Engaging consumers via any device – mobile, tablet, PC, kiosk, etc. – through any channel. As a shopper, I always engage in any way that removes friction. When I travel, I always leverage mobile apps and kiosks. I like to have groceries delivered to me if the avail-able assortment fits my needs. I also prefer an in-store experience at times. I try to think about challenges in e-commerce the same way.

What personal device do you use most often?GILSTRAP: I generally prefer my tablet because the user experience can be more rich and intuitive.

From your view, how do you see e-commerce developing? GILSTRAP: Online grocery is quickly approaching a period of rapid growth. Click-and-collect is a powerful fit for U.S. consumers and has the potential to be 40% of online grocery by 2020.

COCA-COLA: BYRON GILSTRAP, Director, E-Commerce Capability

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Any particular work your team is doing around this?GILSTRAP: We recently published a whitepaper, “Retail Remix: Click-and-Collect Insights and Strategies for Success,” that has tai-lored solutions to help retailers win in click-and-collect.

In general, how do you think brands can take better advantage of e-commerce opportunities?GILSTRAP: It’s important that they proactively think about how to integrate e-commerce early into each planning cycle.

How so?GILSTRAP: For example, from which innovation makes sense for parcel versus click-and-collect and developing content that can be used to build the digital shelf, to having routines in place to stay aligned with shifts in e-commerce strategies.

What do you see as disruptors to the field?GILSTRAP: Emerging virtual reality, augmented reality and mixed reality capabilities as they become more integrated into e-commerce experiences. It creates a huge opportunity for us to market our brands in new ways.

In the ever-changing digital landscape, how do you stay up to date?GILSTRAP: In my opinion, the most valuable way is participation in the Path to Purchase Institute’s E-Commerce Council. I find it extremely helpful to share challenges and opportunities with my colleagues at other CPG companies. Attendees are all at different places along the e-commerce journey, which allows you to help those who are starting out, and learn from those who are more advanced. I also attend several trade shows every year.

What keeps you motivated?GILSTRAP: Working with a group of such talented individuals, and working in a space that has so much room to grow and innovate.

— April Miller

Photo by Todd McQueen

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7-ELEVEN REBECCA TROUTMAN, Director, Delivery & E-Commerce, Digital Troutman has held numer-ous positions in operations, training, field merchandis-ing and category management, and has spent the last few years creating and implementing new businesses for the organization. Her latest endeavors, on the recently formed digital team, have been focused around delivery and e-commerce and how to bring those busi-nesses to life for 7-Eleven.

AACELERADA (BIMBO BAKERIES USA) OMAR N. HAQUE, Vice President and Head of E-Commerce Haque is responsible for leading the development and overall execution of the e-commerce vision of Acelerada, Bimbo Bakeries USA’s disruptive product and newly created standalone busi-ness unit dedicated to breakthrough product and process innovation and e-commerce.

JAMES HASLETT, E-Commerce Manager of Key Accounts Haslett works for Bimbo Bakeries USA’s business unit, where he is respon-sible for the development of strategic e-commerce customers, both pure play and brick-and-mortar. Additionally, he supports the team’s digital shelf design and omnichannel path to purchase ef-forts.

Institute member

ICON KEYNIKKI LANG, Director of National Customers, Evolving Channels (E-Commerce) Lang is focused on leading relationships with priority customers and collaborating to develop the e-commerce infrastructure of the organization through strategic initiatives.

ASHLEY MORMAN, E-Commerce Manager of National Accounts Morman is responsible for creating a unique strat-egy for key e-commerce customers and implementing those tactics to drive conversion and generate demand for bread and baked goods in brick-and-mortar “click and collect” and pure-play models.

CHRISTINE PISTON, Acelerada E-Commerce Analyst Piston manages the cre-ation, organization and distribution of digital con-tent, and oversees e-insights on product performance. She partners closely with both e-commerce customer account and traditional marketing teams to develop the best-in-class digital shelf.

ALBERTSONS MIKE MCCREADY, Vice President, E-Commerce McCready leads Albert-sons’ e-commerce team, which provides online or-dering, delivery and click & collect. The company’s e-commerce will serve eight of the 10 most populous metropolitan statistical areas by the end of its 2017 fiscal year.

AMAZON.COMRAMER HOLTAN, Global Head of Business Intelligence, Digital Music

ANHEUSER-BUSCHGUILHERME LEBELSON, Global Vice President of E-Commerce

BBACARDI & CO. MICHAEL SMITH, U.S. Lead of E-Commerce and Strategic Partnerships Smith is charged with lead-ing the company’s effort to drive sales through the e-commerce channel and developing commercial partnerships with targeted accounts to create desire by the shopper. His greatest work accomplishment is de-veloping the strategy for Bacardi in the e-commerce channel which will be near-ly 5% of all sales in the next five years.

BAI BRANDS JOHN DENNY, Vice President, Digital and E-Commerce

BANK OF AMERICAKARLI KUHN, Vice President, Senior E-Commerce Product Consultant

BAYER HEALTHCARE ALANA JOY FELDMAN, Assistant Manager, Digital Merchandising & E-Commerce Feldman is currently lead-ing the end-to-end e-com-merce strategy for the Dr. Scholl’s brand.

LISA KELLER, Manager, E-Commerce/Omnichannel

GABE MATTINGLY, Director, E-Commerce Consumer Health See profile on page 13LEIGH PETER, Director, Integrated Marketing Solutions, Consumer Promotion

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

SARAH POMPOSELLO, National Account Manager, E-Commerce Pomposello drives the e-commerce channel stra-tegic direction and leads an e-commerce dedicated and cross-functional team. She is responsible for driving online sales, share growth and owning relationships for key pure play customers.

BIC JUSTIN ODOM, Director, E-Commerce See profile on page 10

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

BLUE DIAMOND GROWERSJONAS PARETZKIN, Director of E-Commerce Paretzkin is responsible for the Blue Diamond e-com-merce businesses in North America as well as building capabilities in global markets.

BOZZUTO’SSTEVE METHVIN, Vice President – E-Commerce/Retail Technology

CCAMPBELL U.S. SALES MARK EDMONSON, Marketing, Enterprise E-Commerce for Amazon

STEPHANIE WOOD, Team Leader, Omnichannel See profile on page 6

CHURCH & DWIGHT MICHAEL MURPHY, E-Commerce Strategy Manager

FRANK ROSARIO, Retail E-Commerce Continuity Manager

CLIF BARCHRISTINE CHUN, Vice President of E-Commerce

CLOROX LYNE BROWN, Vice President, E-Commerce

KRISTIN WONZEN, Director of E-Commerce

COCA-COLA JOHN CARROLL, Vice President, General Manager, E-Commerce Group Carroll’s team leads the development and overall management of the company’s e-com-merce vision and roadmap inclusive of commercial and marketing strategies, customer development and new busi-ness models. He has been with Coca-Cola for 23 years.

BYRON GILSTRAP, Director, E-Commerce Capability See profile on page 2DANIELLE LEVY FISHER, Director of E-Commerce Strategy & Planning

SAM MARTZ, Vice President, E-Commerce, Amazon Martz led the North Ameri-can Amazon customer team, building the Amazon business from the ground up. He contin-ues to develop new and innovative ways to connect the Coca-Cola system with consumers through e-commerce.

IRENE SHTRULIS, Senior Marketing Manager, E-Commerce Shtrulis is responsible for the innovation, develop-ment and execution of e-commerce shopper marketing strategy across the portfolio of Coca-Cola brands for Coca-Cola North America pure-play and multichannel customers.

KATIE TIEMAN, Senior Manager, E-Commerce Strategy Tieman manages the development and imple-mentation of overall e-commerce strategy for the company.

THURMAN WILLIAMS, Director of Omnichannel Williams leads new busi-ness development focusing on advanced e-commerce players and emerging startups, driving commercial opportuni-ties and enhanced capability develop-ment to support national retail sales.

HEATH WILLIS, Global Customer Director, Pure Play Retail E-CommerceWillis is responsible for the global man-agement of the Coca-Cola system’s relationships with pure play e-commerce customers like Amazon and Alibaba, and accelerating the company’s portfolio growth in emerging digital channels.

COLGATE- PALMOLIVE SAMANTHA BOULUKOS, Director, E-Commerce Boulukos leads the com-pany’s U.S. e-commerce business, including setting priorities, collaborating with marketing, sales, supply chain, etc., to develop products and enhanced mar-keting materials for e-commerce sites as well as growing sales with e-retailers.

CONAGRA BRANDS ROBERT STANLEY, Customer Business Manager, E-Commerce

CONTENT26DAVID ZIMMERMAN, Director of Sales

COST PLUS WORLD MARKETDIANE BURNETT, Senior Director of E-Commerce Marketing

MELISSA OLDENBOURG, Senior Director of E-Commerce

CRAYOLA JASON EASTMAN, Vice President, E-Commerce

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CVS HEALTH GRANT PILL, Vice President, General Manager of Digital Omnichannel Retail Business

HEIDI RAYDEN, Senior Director, Omnichannel Digital

BRIAN TILZER, Senior Vice President, Chief Digital Officer

MICHAEL WIER, Senior Director, Digital Commerce and Customer Engagement

DDANONEWAVE IRINA BARSKIY, E-Commerce Manager Barskiy develops content and shopper marketing, ensuring all of the com-pany’s product and brand pages have flawless execution and work closely with customers to develop de-tailed shopper plans and optimized mer-chandising spends. She also leads strat-egy, implementation and optimization of all search optimization campaigns.

ANNA BERLIN, Director, E-Commerce Berlin heads the e-com-merce team, responsible for the development, man-agement and implementa-tion of all activities required to success-fully drive revenue and increase market share in e-commerce at DanoneWave.

DAS COS. ROSS SACHS, Director of E-Commerce

DEAN FOODS TIM BRADEN, E-Commerce Operations Manager

DOLLAR GENERAL LINDA TILT, Senior Director, E-Commerce Tilt leads the strategy, roadmap and operations associated with the re-tailer’s e-commerce program. Her focus is to evolve and grow its online presence, ultimately developing DollarGeneral.com as a destination to either pre-shop for a store visit or buy online.

DOMINO FOODS TOM GOULD, Director of Consumer Marketing

DR PEPPER SNAPPLE GROUP SHEILA BONNER, Vice President, Shopper Marketing, E-Commerce and Retail Initiatives Bonner leads shopper mar-keting strategy, program-ming and partnerships development for priority national/regional retailers, e-commerce sales and marketing along with sales planning and retail initiatives.

DENISE CRAWFORD, Senior Director, E-Commerce Strategy

CAMBRIE ROSSI, Manager, E-Commerce Marketing

JORDAN STE. MARIE, Senior Director, E-Commerce Marketing Ste. Marie leads the e-com-merce and omnichannel digital marketing strategy and execution for Dr Pepper Snapple Group.

HAYLEY THEALL, Associate Manager, E-Commerce Marketing

DYSONKARTHIK IYER, Vice President – Digital and Direct, Americas

EE. & J. GALLO KAREN MIZELL, Director, Digital and E-Commerce Sales

LINDA PALUS, Director of E-Commerce Palus joined the company this year to develop and lead its direct-to-consumer e-commerce initiatives and build its consumer relationship strate-gies.

EDGEWELL PERSONAL CARE CHRIS GREENE, Senior Director, 3P Global E-Commerce

ELECTROLUXCRAIG TINDER, Global Director, Digital Experience Solutions

FFERRARA CANDYDAVID FLEMING, Senior Director, Marketing Services

AMANDA GREENBERG, Senior Director, E-Commerce & Digital Greenberg has experience in both the direct-to-con-sumer and in working stra-tegically with e-commerce retail custom-ers. She has also managed all aspects of digital marketing, including launching and managing websites, and all forms of acquisition and retention marketing. Prior to joining Ferrara, she was the head of e-commerce for Kind.

FERRERO JASON ADAMSKI, North American Consumer Connections Lead

FIJI WATERCLARENCE CHIA, Vice President of Marketing, E-Commerce and Direct-to-Consumer

GGENERAL MILLS MATT PIERRE, Director of E-Commerce Pierre has led General Mills’ North American e-commerce team for six years. He is responsible for leading the company’s strategy, advanc-ing new capabilities and driving retailer partnerships to help improve the online grocery shopping experience.

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tephanie Wood started her career in CPG marketing commu-nications at two different food associations in Washington, D.C. Then during the first dot-com bubble, she worked for the marketing strategy arm of a venture capital company,

helping to launch newly funded businesses. Wood went off and had her own agency for nearly a decade, working primarily with start-ups and serial entrepreneurs. She went back in-house for a better work-life balance once she had her daughter. Wood previously led global digital marketing and e-commerce for a regional specialty food retailer and Mars Inc.’s Mars Drinks, and she’s held shopper market-ing, sales communications and e-commerce roles within Campbell Soup Co. She is thrilled to play a key role in growing Campbell’s omnichannel business.

Describe your current role and the function of your team.WOOD: I’m team leader, omnichannel, for Campbell U.S. Sales. I’m responsible for developing our omnichannel strategy and capabili-ties. I work closely with our field sales teams to understand custom-er opportunities and bridge that with our core strategic and brand initiatives. I balance my time between ensuring we have core ex-ecutional essentials for today and building out our future roadmap.

How does your company’s e-commerce team engage with its shopper marketing team?WOOD: In our structure, our omnichannel customer leads primari-ly have shopper marketing backgrounds. They own the online busi-ness, planning and execute shopper tactics directly with the retailer.

How can brands – in general – take better advantage of the opportunities in e-commerce? WOOD: Brands can win by understanding that in e-commerce, sales and marketing are not mutually exclusive. The more holistic the planning, the more congruent the experience for the shopper – which will translate into greater sales conversion. In today’s world, the “buy” should be enabled at every touchpoint, not just at the end of the proverbial “funnel.”

CAMPBELL U.S. SALES: STEPHANIE WOOD, Team Leader, Omnichannel

S What does omnichannel mean to you as a marketer and a shopper? WOOD: To me, it means that we are bringing the right solutions forward in a shopper-centric way based on how consumers prefer to shop. As shopper behavior changes, and the solution set continues to fragment, it’s critical that CPGs are providing the right items at the right time based on the shopper’s need state and trip mission. On the flip side, we need to partner with retailers to do just that.

What digital devices and services do you use most often, and how much of an omnichannel shopper are you?WOOD: From a digital device standpoint, it’s mostly just my iPhone. I’m a gadget minimalist. I also have an Amazon Echo. From a gen-eral shopping standpoint, I primarily shop online, but appreciate the in-store return ease with retailers like Nordstrom and Gap. When it comes to grocery, I primarily order online, as well, but vary the retailer and fulfillment based on what’s happening with the family that week. My go-tos for speed and ease are FreshDirect and Instacart; for the bigger weekly shop I do ShopRite from Home for the selection. I’ll use Boxed.com or Amazon more for paper products versus grocery items.

How do you keep an ear to the ground in such an ever-changing digital landscape?WOOD: I read a cross-section of everything to avoid tunnel vision – from industry publications to Fast Company to The New Yorker and everything in between. I also leverage my LinkedIn network for article discovery and curation.

What are the current and upcoming challenges or disruptors to e-commerce?WOOD: The challenge is keeping up with the speed of evolving models and continued market fragmentation. We’re talking basics such as pricing and margins in this dynamic space, ensuring vis-ibility on the endless shelf, and managing in-store impact, to more breakthrough predictive ordering, voice search and off-platform conversion enablers.

— Institute Staff

Photo by David Fonda

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BRIAN WESTINER, Senior Category Development Manager Westiner leads General Mills’ digital shelf optimiza-tion team. He is respon-sible for the development and execution of e-commerce category management and merchandising strategies, integrat-ing shopper insights, digital analytics and user-experience design.

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

RAHUL SARASWAT, Omnichannel Capability Development Leader

SHALIN SHAH, Vice President, Omnichannel and E-Commerce

BRETT VETTER, E-Commerce Team Leader

GLAXOSMITHKLINE STEVE KINSEY, Senior Manager, E-Commerce Strategy

GODIVAERICA D’ALOIA, Manager, E-Commerce Site Experience & Traffic D’Aloia leads the strategy and execution for digital marketing programs in-cluding paid search, SEO (search engine optimization), affiliate and display retar-geting in addition to leading new e-commerce site experience projects.

BRITA TURNER FIELDING, Head of Digital Commerce

GOODYEAR TIRE & RUBBERAARON BUNDSCHUH, Director, Interactive Marketing & E-Commerce

HHAIN CELESTIALJULIE BOWERMAN, Senior Vice President, Digital Engagement & E-Commerce

HASBROPATRICK MERRIAM, Director, E-Commerce Technology

NATHAN PENDLETON, Senior Manager, E-Commerce, Walmart U.S.

HEINEKEN USANIKOLAI ZEINIKOV, E-Commerce Channel Director

HENKEL TIM BLACHOWSKI, Director, E-Commerce

JAMES FERNANDEZ, E-Commerce Content Manager

LAURA HYLAND, Vice President, E-Commerce U.S. Hyland leads the growth of the company’s e-com-merce business in the U.S. Her focus has been developing e-com-merce capabilities, building a team from the ground up, advancing organizational eLearning, and fostering new partner-ships.

HERSHEY BEVON DORMER, Associate Marketing Manager, E-Commerce, Amazon

MEGAN IPPOLITI, Senior Associate E-Commerce Manager, Amazon

CARRIE LATHROP, Strategic eRetail Team Lead Lathrop leads the com-pany’s e-commerce busi-ness and builds strategic partnerships with leading retailers. She brings best practices and key strategies to drive a future-forward online shop-ping experience for fans of Hershey’s candy and snacks.

KEVIN MA, Vice President and General Manager, E-Commerce Ma drives transformation of the company’s e-com-merce business toward a snacking powerhouse online, and is building critical commercial capability to win today and tomorrow.

JESS STEPHENS, Senior Associate E-Commerce Manager, Walmart

HILL’S PET NUTRITIONFRANCESCA HAHN, E-Commerce Director

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

JJACK LINK’S JEFF KJOME, Director, Shopper Retail Activation Kjome oversees shopper marketing, e-com

J.M. SMUCKER DAN COOKE, Vice President, E-Commerce Cooke leads e-commerce strategy, sales and capa-bility enablement for the company’s vast portfolio of food, bever-age and pet brands. His responsibilities include pure play, brick and click, direct to consumer and B2B sales, marketing and fulfillment solutions.

COVAHNE MICHAELS, Director, E-Commerce

JOHNSON & JOHNSON SRIVATSAN RAJAGOPALAN, Vice President, E-Commerce & Digital Sales Rajagopalan is the leader of the CPG digital selling revolution for the company. He provides transformational leadership with Ama-zon and omni-retail in search, content, analytics, ratings and digital talent devel-opment. He launched direct-to-consum-er for Neutrogena and Rogaine.

KKELLOGG TRACEY LEWIS, Senior Manager, E-Commerce – Shopper Insights & Analytics

ANDY ROWLES, Senior Manager, E-Commerce

KEURIG GREEN MOUNTAIN PATRICK MINOGUE, Senior Vice President of E-Commerce

BRIAN POTTS, Sales Vice President, E-Commerce

DELIA VALLEJO, Senior Director, E-Commerce

KIDS IIMIKE HORNIGOLD, Vice President, Global E-Commerce Hornigold is responsible for leading the global expan-sion of the Kids II business across pure play, multi-channel retailers and marketplaces. He is developing the company’s global e-commerce strategy and adopting by region, prioritizing criti-cal global customers and developing those relationships, re-wiring all func-tions within the company to understand their role in impacting e-commerce sales, and ensuring it has the content, market-ing and supply chain capabilities to meet the needs of the changing consumer/shopper landscape.

KIMBERLY-CLARK SANELA ODZIK, Senior Manager, Global E-Commerce Capability Delivery

VICTORIA TYLINSKI, Director, E-Commerce IQ With more than 10 years of CPG experience, Tylin-ski leads the e-commerce IQ team, which identifies and develops capabilities and tools to drive e-commerce growth, including search, content and data/reporting. She creates and oversees the company’s e-commerce vision, strategies, plan devel-opment and targets for business units, and with her team, leads retail partners in developing e-commerce strategy and execution.

KIND BRIAN DUDZINSKI, E-Commerce Sales Director With more than six years of experience, Dudzin-ski leads the e-commerce sales channel for the company. Through digital story telling and data-driven deci-sion-making, his efforts have elevated it to a leadership position in the space.

PAMELA THOMPSON, Associate E-Commerce Manager

KROGERZACK STORER, Senior Executive Director, Digital Technology – Engineering, Execution, Strategy, Innovation

MATT THOMPSON, Vice President, Digital Business

L’OREAL VIVIANNA BLANCH, Vice President, Integrated Consumer Communications, Multi-Cultural and Specialty Beauty

ALICIA CRINER, Director, Digital Marketing and E-Commerce

CARMEN FLORES, Director, Omnichannel & E-Commerce Flores manages the Ama-zon e-commerce business and digital media for skin care, hair care and cosmetics categories in the mass beauty division. She also led an initiative for launching e-commerce-only regimen sets to enable discoverabil-ity and build basket size.

MARY FOX, Senior Vice President of E-Commerce, Category Management, Business Development and Future of Retail

PAT FRANQUELIN, Vice President, E-Commerce

ELLEN HAWES, Director, E-Commerce and Digital Strategy

MICHELLE JULIAN, E-Commerce Manager, Product and Platform Development

GEOFF MEADE, Assistant Vice President, E-Commerce Strategy and OperationsMeade is responsible for the e-com-merce channel strategy, sales planning and content syndication across the com-pany’s mass beauty division.

MIKAEL NOLEAU, Director of E-Commerce and Omnichannel

DANIELLE ROSE, Vice President of Global E-Commerce, Urban Decay

ELLEN SUH, Director of E-Commerce

NICOLE WALLACE, E-Commerce Manager

RACHEL WEISS, Vice President, Digital Innovation & Entrepreneurship

LLOWE’SGIHAD JAWHAR, Vice President, Digital Development Growing digital for household brands since 2000, Jawhar leads the e-commerce team, driving digital sales and closing the gap between store and digital omnichannel experiences. He has led all aspects of a digital business such as merchandising, analytics, user experi-ence, product management and more.

LUXOTTICA GROUPJOE PFLANZ, Vice President, Omnichannel & E-Commerce

MMARS WRIGLEY CONFECTIONERY MEGAN BUEGE, Senior Customer Manager, E-Commerce

ANDREW CAPRON, Vice President, New Transactions

BILL DILLON, Senior Manager, E-Commerce/Digital Markets

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

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MASSIMO ZANETTI ROD RICKMAN, Senior Manager, E-CommerceRickman leads the strategy and devel-opment of the e-commerce channel. Brands include Chase & Sanborn, Chock full o’Nuts, Hills Bros. Coffee, Hills Bros. Cappuccino, Kauai Coffee, MJB Coffee and Segafredo.

MASTER LOCKMARTI GAHLMAN, Director, E-Commerce Gahlman launched the company’s first full-service website and helped to de-velop a successful strategy for e-commerce, digital marketing and related web services.

MATTEL HADI ABRISHAMCHIAN, Senior Manager, E-Commerce Expansion Abrishamchian leads the efforts in launch-ing and managing new e-commerce businesses through new channels of distribution (first-party drop ship pure-play, first-party drop ship om-nichannel, and third-party marketplace). He has launched a number of new direct-to-consumer e-commerce businesses from the ground up leading to multimil-lion dollars of incremental sales revenue.

DENNIS CHUNG, Senior Director of E-Commerce

MCCORMICK AND CO. BRIAN FREDERICK, Director of E-Commerce Frederick has more than 16 years of experience driv-ing marketing and sales initiatives. He creates op-timized interactions with customers and prospects in the ever-evolving digital environment by leveraging data and user experience. He and his team have been paramount in developing a multichannel digital approach in the company’s inte-grated digital/e-commerce program.

MEAD JOHNSON NUTRITION SHERILYN GARRARD, Manager, Social & Digital Consumer Programs & E-Commerce

DAN NOSAL, Director of National Sales & Strategy, U.S. E-Commerce

NOAH WIEDER, E-Commerce Strategy & Insights Manager, U.S. E-Commerce Wieder is responsible for taking key insights and developing them into cutting-edge strat-egies that drive sales and profit growth across the U.S. e-commerce channel.

MEIJER KATIE HALE, Marketing Manager, Digital Shopping & E-Commerce Hale and her team master-mind the strategic devel-opment and execution of marketing initiatives that accelerate the customer awareness and engagement between in-store and online.

ART SEBASTIAN, Vice President, Digital Shopping & E-Commerce Sebastian and his team have responsibility for understanding consumers and providing them with multiple ways to shop at Meijer. The team is responsible for a seamless digital and physical shop-ping experience, Meijer.com, curbside and home delivery.

JUSTIN SESSINK, Manager, Program Development, Digital Shopping & E-Commerce Sessink is responsible for leading the site merchan-dising and product teams for digital shopping and e-commerce. His team crafts the customers’ experience for Meijer.com, curbside pickup and home delivery. He is also the product manager for e-commerce technology advance-ments developed through the Scaled Agile Framework.

MOENKRISTY CROFT, Director, E-Commerce

NICK MARPLE, Director, E-Commerce

MOET HENNESSY HEATHER BERGSTEIN, Director, E-Retail Bergstein has oversight of Moet Hennessy USA’s e-retail strategy and road-map. She is focused on en-hancing and elevating e-retail activation, capabilities and tools, cultivating retailer and pureplayer partnerships and driving innovation through trendspotting, mar-ket analysis and channel-specific oppor-tunities assessment.

ISABELA GABALDON, E-Retail Manager, Southeast Region Gabaldon leads digital commercial sales efforts and works with the South-east region sales team along with distrib-utor managers/consultants to drive the company’s digital visibility, e-commerce sales and performance with key retailers/chains in the fast-growing segment of online beverage alcohol sales.

KYLE YEARICK, Vice President, Trade Marketing

MONDELEZ INTERNATIONAL CHRIS BUTLER, Senior Director, E-Commerce North America Butler is a seasoned sales and marketing executive with more than 20 years of e-commerce, CPG, retail and direct-to-consumer experience. Before joining the company, he worked at Nestle Waters North America for more than 15 years where he started its direct-to-consumer e-commerce business, ran its Costco and Walmart sales teams and started its retail e-commerce business. Originally from the UK, he has lived and worked in the U.S. for nearly 20 years.

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s director of e-commerce for Bic, Justin Odom leads all e-commerce activities for Bic’s omnichannel and direct-to-consumer e-commerce

sales group, including marketing, merchandis-ing, content development and all other com-ponents of the channel strategy. Odom brings more than 15 years of expertise to his role, including an early-career stint as an IT project manager at Lehigh Hanson and vice president of strategy and insights on the agency side at Interactive Liquid. He previously led digital transformation, global e-commerce and digital strategy at Crayola, serving as the center of excellence for all things digital at the company. Reflecting on his career, Odom says, “Staying agile and helping organizations navigate the immense pace of change is how I view my role in an organization.”

There’s been a lot of change in the e-commerce arena. What are your views on these overall industry developments?ODOM: It’s a big question. Brands and manufacturers, especially in CPG, thrive on predictable, scalable models. E-commerce and tech-nology have totally disrupted what a CPG manufacturer has been able to do and predict as far as gross profit margins and everything else over the past 30 years. Now I don’t have to go to your physical store. I can buy any time of day and get whatever selection I want in whatever color I want. Then I can have it shipped to my house whenever I want and however I want for a price of my choosing. That puts a lot of power back in consumers’ hands, and brands and suppliers are not quite sure how to deal with that because it turned their entire model inside out.

How does your organization promote digital innovation in this environment?ODOM: We’ve made it an important strategic pillar. And we try to innovate through education, training and sharing with other groups globally. For example, Amazon is starting to enter the Australian market. So we’re taking our years of learning with Amazon U.S. to help our colleagues in Australia fast-track their learning curve and get them up to speed and success faster, so they’re not going through the painstaking process of understanding Amazon as a customer and what’s required of them as a supplier.

Is there a recent example of your e-commerce team’s work that stands out to you?ODOM: One that’s small but demonstrates our willingness to change what is typical is our direct-to-consumer business. We sell lighters, and they’re not exactly e-commerce-friendly because they’re classified as hazmat products. But now we are shipping lighters safely and reliably to consumers on Amazon, Walmart and our own website. We’ve seen some excellent growth in the online lighter sales channel. But we’re also meeting a changing consumer need in a paradigm where most consumers purchase lighters in convenience stores.

BIC: JUSTIN ODOM, Director, E-Commerce

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How can brands take better advantage of the opportunities that e-commerce provides?ODOM: At Bic, we’re locked into a certain category and shelf space at brick-and-mortar stores, but we have a global portfolio of products that’s really exciting. E-commerce gives us an opportunity to pen-etrate other segments that we can’t in a brick-and-mortar environ-ment. For example, we have quite a large assortment of four-color ballpoint pens. They’re big in Europe, but a boutique product here. They’re tough to get on a shelf at Walmart but easy to get on a shelf at Amazon and online to get them in the hands of consumers. We can expand our portfolio a lot faster online than we can in-store.

Bic recently launched a line of “Star Wars” pens. Do you find it easier to reach niche audiences with products like that online?ODOM: The promise and the beauty of e-commerce and digital is that I don’t have to find 100 million shoppers. I’ve just got to find the right shopper. And I can be more targeted. I can be more precise. I can ap-peal to a different side of a consumer that I’ve never been able to reach with just simple in-store signage and displays. E-commerce opens up a whole new way to engage with the consumer and make them aware of the products and programs we have. A “Star Wars” line might be light in distribution at some brick-and-mortar locations, but we can have a full assortment online available to all those “Star Wars” fans.

How do you expect shopping to change in the coming years?ODOM: I think brick-and-mortar shopping will become more enter-tainment-based. As a shopper, I’ll just order things like toothpaste, paper towels, plates, pens and razors online and subscribe and save or have them on auto-ship. And then I’m going to use my shop-ping time for entertainment. I’ll get lunch and look for a new pair of boots and enjoy time with my friends and family. We value time more than having to go do chores. And in some cases, shopping is a chore. E-commerce can alleviate that and help you get back to doing the things you like to do, instead of wasting two hours on a Sunday buying the same thing you’ve bought every week for the past year.

— Chris Gelbach

Photo by Mark Conrad

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ANDREW FELDMAN, Senior Manager, E-Commerce Marketing Feldman leads e-commerce shopper mar-keting for the company, overseeing paid and organic search, and develops programs to drive traffic and sales with retail partners. Previously he held progressive e-commerce roles at RB and Mars Chocolate.

ALISTER GREENWOOD, Head of Global E-Commerce Insights Greenwood leads the company’s e-commerce data provision and insights learning agenda globally. He focuses on data consistency and accuracy, develop-ing cutting-edge research techniques to capture real-time behavior of digital-shoppers, and building learning capabili-ties to educate the wider organization.

JEFF JARRETT, Vice President, Global Head of E-Commerce Jarrett joined the company in 2016 and is responsible for setting the vision and global growth strategy for its e-commerce business. He has 20 years of digital and marketing leadership experience. Before joining the company, he spent seven years at Kimberly-Clark building a $1B online business. He led digital transformation there and founded the D’Lab, an open-source incubator working with start-ups to create new business models.

NNATURE’S BOUNTY ROBERT SCHWARTZ, Senior Director, E-Commerce Marketing

SONIA SETHI, Vice President, Marketing, Direct to Consumer, E-Commerce Sethi leads strategic mar-keting, innovation and demand generation for the direct-to-consumer e-commerce business. She is currently leading the development and marketing of a new e-commerce plat-form that will give consumers the knowl-edge, tools and products to take charge of their personal health and wellness, and is most passionate about gleaning consumer insights to digitally enhance and reinvent consumer journeys.

NESTLE-PURINA NATHAN MARAFIOTI, Group Director, E-Commerce

NEWELL BRANDS DON BRETT, Director of E-Commerce, All Segments, Retail.com

DALE EDMAN, Global Director, E-Commerce, Food

LEANNE HEIDENBERG, Associate Manager, E-Commerce, Home Fragrance

VIVEK KUMAR, Director, E-Commerce (Direct to Consumer)

PATRICK LIVINGSTON, Director, E-Commerce, Home Fragrance

ERIC LONG, Director, Global E-Commerce, B2B

KACIE MCKEE, Director, E-Commerce Growth & Strategy

JEREMY SILKOWITZ, Senior Manager, E-Commerce, Baby & Parenting

NORTHERN TOOL & EQUIPMENTNATE MILLER, Vice President, E-Commerce Marketing & Web Design

OOFFICE DEPOTJAMIE COLUMBUS, Senior Director, E-Commerce Sales Operations

KEVIN MOFFITT, Senior Vice President, Chief Digital Officer

RICHARD POLLY, Vice President of E-Commerce

PPEPSICO RUI FRANCISCO, Director, E-Commerce Francisco is a sales and cross-functional account lead in the company’s e-commerce organization that has been integral in driving Pep-siCo’s online business.

CHRISTINA MENENDEZ, Vice President, Shopper Marketing and E-Commerce Sales, Walmart

BAVAN SARVENDRAM, Head of E-Commerce, North America

GIBU THOMAS, Senior Vice President, Head of Global E-Commerce

PFIZER CATHERINE SPENCER, Senior Shopper Marketing Manager

DANIEL SPINDLER, Senior Manager, E-Commerce Marketing & E-Category Management Spindler leads digital shelf, marketing and insights for Amazon, Walmart and Jet across all Pfizer Consumer Healthcare brands. He also leads a center of excellence to drive shopper experience, e-commerce growth and innovation initiatives for all e-commerce retailers.

MARK STEVENS, Director of E-Commerce

PINNACLE FOODS MOODIE CORETTI, Director of E-Commerce Coretti is responsible for driving e-commerce reve-nue growth by developing strategic partnerships with retail customers. He is also responsible for developing e-commerce capabilities internally across sales, marketing, supply chain and insights.

ERIC RUDOLPH, Director, Club & E-Commerce

PRESTIGE BRANDS MARK KARLAN, Director of Digital Marketing

ERIC TASH, Senior Digital Marketing Manager

PROCTER & GAMBLE KANISHKA DAS, Global E-Business Analytics & Insights Leader

JORDAN DENTON, Shopper Insights Senior Manager, NA, E-Commerce Denton uncovers and ac-tivates powerful shopper and user experience insights that drive strategy, deliver breakthrough shopping experiences, and optimize initiatives for CPG at the largest e-commerce retailers in the industry.

ASHLEY DIAMOND, E-Commerce Customer Team Leader

KRISTIAN GATEWOOD, Director, Amazon Customer Team

CHRISTI GEARY, Associate Director, North America Analytics & Insights – Emerging Retail Geary builds the business via strategic shopper ana-lytics and insights, insight-based market-ing and integrated selling stories across the total North America brand portfolio with specific focus on emerging retailers.

KRISTIN HAUN, Senior Global Brand Manager

MARK JEFFREYS, Marketing Director, Gillette E-Commerce & DTC

BRUCE LUX, Global Digital & E-Commerce Marketing Leader

KATY MOEGGENBERG, Associate Director, Digital Marketing/E-Commerce, Global

COLLEEN PARKER, Brick and Click E-Commerce & Digital Strategy

JASON PARTIN, Associate Brand Director, NA Personal Cleansing

RRB TARYN MITCHELL, Global Vice President of Sales, Digital Channel – E-Commerce

LAUREN TONKIN, E-Commerce Channel Lead Tonkin leads the team re-sponsible for online chan-nel strategy and develop-ment, sales, content creation, marketing and product innovation for the com-pany’s U.S. household brands.

REYNOLDS CONSUMER PRODUCTSBRANDI PITTS, Vice President, Marketing & E-Commerce Pitts leads the e-com-merce function, including channel strategy, digital marketing, sales and content develop-ment. She is working to position the organization for the future and deliver growth across the Reynolds Wrap and Hefty brand portfolios.

RITE AIDGERARD BABITTS, Senior Director, Digital Marketing

ROBERT BOSCHSONESH SHAH, Vice President, Brand Marketing and Digital Shah leads the brand marketing, digital and e-commerce organizations at the company. His target is to success-fully transform marketing and sales into customer-focused, digitally savvy, and data-driven teams that are equipped for today and tomorrow.

ROYAL CANINANDRIANA THRO, E-Commerce Director

SSABRA DIPPING RYAN SAGHIR, Director of Digital Marketing Saghir leads all aspects of Sabra’s digital activities including the growing e-commerce business strat-egy. The company’s hummus, guaca-mole and tzatziki products have strong appeal with the grocery e-commerce shopper, especially health-minded con-sumers who are busy and on-the-go.

SHERWIN-WILIAMSMEGHAN VICKERS, E-Business Marketing Director

SNYDER’S-LANCELAURA MERRITT, Vice President of Marketing

SODASTREAMOLIVIA ALVAREZ, Director, E-Commerce and Digital Marketing

SOUTHEASTERN GROCERSGEORGE SMITH, Director, Digital Marketing

SPECTRUM BRANDSKENDRA WILLIAMS, Divisional Vice President, Digital Marketing & E-Commerce

STANLEY BLACK & DECKERBRIAN KOSTER, Vice President of Digital Excellence

STONEWALL KITCHENIAN MARQUIS, E-Commerce Manager

JANINE SOMERS, Director of Marketing and Direct-to-Consumer Sales

SUNDIAL BRANDSRYAN DAHLSTROM, Senior Director of E-Commerce

TTIME INC. RETAIL HOLLY OAKES, Brand Director Oakes is responsible for the creation and imple-mentation of customer-specific programs for all brands in the Time Inc. portfolio, which includes People, Time, InStyle and Sports Illustrated. Retailers of focus are Walmart, Target, Kroger and Safeway/Albertsons.

MELANIE PISELLI, Brand Manager, Retail Marketing Piselli’s current focus is to expand magazines into the e-commerce platform and position them so the consumer is able to view current content and purchase the latest issue, in addition to her everyday management of eight different brands.

TOM’S OF MAINE MICHAEL LETARTE, Shopper and 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 also for one of the com-pany’s annual shopper marketing inte-grated campaigns.

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abe Mattingly has more than 15 years of experience in e-commerce and digi-tal marketing, starting with early-career agency roles at Carmichael Lynch and

Gabriel deGrood Bendt. He then went on to digital leadership positions at Target and Amazon before spending four years in e-commerce management at Kimberly-Clark. Bringing his extensive retail and CPG e-commerce experience to a new industry, he took on a leadership role this year as director of e-commerce for consumer health at Bayer.

How did you end up in your current role?MATTINGLY: I’ve been with Bayer a little over sev-en months and am super excited about the oppor-tunity we have as an organization, in our category and industry, and with our consumers through the e-commerce channel. We have an opportunity to create great brands and experiences that help people in a variety of ways. That’s one of the reasons I was attracted to Bayer and came over from Kimberly-Clark, where I was doing much of the same work.

How are the challenges of your current role, with its focus on consumer health, different than those of your previous roles?MATTINGLY: I think the challenges are somewhat the same. In a dynamic market, how do we position ourselves to serve our con-sumers in a better way? And how do we move at the pace of the market – or set the pace of the market, in some instances – so that we’re winning with consumers and our businesses are winning as well? Those are universal challenges, whether you’re applying them to a retailer or a manufacturer. In this case, we’re doing it squarely in the space of consumer health and trying to serve a solution to consumers who have something they need help with.

How can brands take better advantage of the opportunities that e-commerce presents?MATTINGLY: One of the things we strive for is the ability to make decisions at the pace of the market. There are many decisions that come up in the space of a day or even a couple hours that need to be made. Big organizations sometimes struggle with figuring out how to enable those decisions or provide the right autonomy for those decisions to be made.

What is your approach to doing that successfully at Bayer?MATTINGLY: We do a lot of work with our team to provide the right guardrails and align to specific KPIs. If you’re within the guardrails of what you are able to make decisions on and it aligns to the KPIs that we know drive our business, make the decision. And then we make sure that we’re measuring it so we can go back and change that decision if it’s working or not working. Change meaning double down on it – or change meaning that didn’t work, that’s fine, let’s go do something else now.

BAYER HEALTHCARE: GABE MATTINGLY, Director, E-Commerce Consumer Health

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What does omnichannel mean to you as a marketer and a shopper?MATTINGLY: As a shopper, it means I can get what I want in the form of information, content, comparison and I can buy anytime I want. It’s really a decision support and convenience play. From a marketing perspective, it means that we are enabling the right strat-egies, technology and tactics. This ensures that when consumers move across devices and channels, and consume content and create data in one channel, you can correlate that to their activity in an-other and confirm that those consumers are getting what they need, regardless of their physical location or device. I think omnichannel has really evolved quite a bit. We’re going to see more of the singular experience that just has to exist across devices and channels, made possible by data and technology.

What digital devices and services do you personally use most often, and how much of an omnichannel shopper are you?MATTINGLY: I do a majority of my shopping research and man-agement of anything I’m buying on my mobile device. I then also expect that I can return things anywhere I want to at any time. In the apparel space, it’s as if my home is the fitting room. The dynamic of how my shopping occurs has really changed. If a UPS guy shows up at my house every single day, then that is the new normal for my family and me. A majority of our shopping is occur-ring on our mobile devices, and we fully expect a truly integrated experience.

Where do you see e-commerce headed in the next few years?MATTINGLY: I think that we’re going to continue to see consumers leverage e-commerce for categories that haven’t traditionally been heavily penetrated within e-commerce. We’re going to see more of the platform development, and more of a focus on the consumer with new and nuanced offerings. It’s going to be a lot of fun.

— Chris Gelbach

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TOPPS CO.JEFFREY HECKMAN, Director, New Product Development & E-Commerce Marketplace

TYSON FOODS TIM MADIGAN, Vice President, E-Commerce Madigan is responsible for driving the company’s online sales and share through visionary leadership, operational execution, business strategy develop-ment and collaboration with trading partners and agencies. He is leading e-commerce through the development of new capabilities and new business mod-els across Tyson’s retail and foodservice businesses.

UUNILEVER ROBERT BOWMAN, Global E-Commerce Innovation & Strategy Director

MICHELLE CRACRAFT, E-Commerce Digital Manager

JENNA SPIVAK EVANS, Data & Digital Experience, Innovation Lead Evans identifies unique opportunities for digital innovation where technol-ogy and consumer needs intersect. She works to address “current” and “future” shopping behaviors and models by partnering with startups, building new solutions, and setting company-wide strategic guidance.

DOUG STRATON, Vice President, Digital, E-Commerce/Omnichannel, Data

VVERIZONALLISON HENRY, Online Personalization Manager, Digital Operations

VITA COCOJIM MORGAN, Head of E-Commerce Morgan leads e-commerce business and strategy for the company and its successful coconut water brand, managing efforts across sales, product innovation, logistics, supply chain, content, digital visibility and cus-tomer experience.

WWAKEFERN FOODSTEVE HENIG, Vice President, Digital Commerce & Analytics Henig is currently respon-sible for digital commerce, digital marketing and data analytics, enabling the retailer to pivot to a greater emphasis on digital marketing and expansion of e-commerce sales. As e-commerce sales are critical for food retailers in the future, strong digital cre-dentials will be important for retailers to maintain connections to its customers.

DONNA ZAMBO, Director, E-Commerce & Digital Innovation

WEIGHT WATCHERSSAMANTHA RAPOPORT, Director of E-Commerce

WM. WRIGLEY JR. DANIELLE FEINSTEIN, E-Commerce Shopper Marketing Manager

WILTON BRANDSCHERYL BERSIN, Senior E-Commerce Manager, Integrated Marketing Bersin oversees the devel-opment and design of in-spirational marketing campaigns to drive e-commerce growth.

DENISE VIVAS, Vice President, E-Commerce