In Shopper Marketing

As seen in IN SHOPPER MARKETING The following individuals lead the shopper marketing e!orts at manufacturers and retailers. Some work at Fortune 500 companies; others work for smaller but equally shopper- focused CPGs. Included are an array of titles and varieties of "rms – from classic CPGs to electronics and cookware. What they have in common is their focus on the shopper. 7!ELEVEN INC. Rebecca Kane, Vice Magnus Jonsson, Vice President, Customer President, Shopper & Rob Chumley, Vice President, Retail/ Speci!cMarketing Customer Marketing Business Innovation and Digital Jonsson oversees the brand Kane oversees the de- positioning for Nivea, Eu- 20TH CENTURY FOX velopment of digital and cerin, Aquaphor and Nivea Hilarie Hildebrandt, loyalty strategies. Men through retailer strategies. Vice President, Retail Ken Kaufmann, Senior Director, Eva Kunz, Manager, Shopper Marketing Customer Speci!c Marketing – Marketing – Drug & Food Hildebrandt currently over- Innovation sees the team-selling strat- Kaufman leads the innovation team re- egy that the studio uses to BIMBO BAKERIES USA sponsible for identifying, designing, and execute at its retail base. She has devel- testing new technolologies and loyalty John Monachelli, Director, oped consumer-facing partnerships and programs. Marketing, Category lifecycle programs at retail that include Management strategic physical and digital solutions for Steven Post, Director a number of TV and "lm franchises such of Customer Speci!c BROWN!FORMAN CORP. as “Avatar,” “Star Wars,” “X-Men,” “Ice Age” Marketing – Planning and “Sons of Anarchy.” Post integrates consumer Christa Bryant, Director, Channel and insights in customer mar- Customer Marketing A keting program develop- Jason Cross, Manager, Channel & ment. Customer Sales Promotion ABBOTT LABORATORIES Bob Krall, Vice President, Channel Oscar Herrada, Senior Team Leader, Sales Director - Casual Dining Shopper Marketing ALCON Sharon Yowell, Category Herrada leads shopper marketing across Jeremy Brown, Senior Manager, Development Manager all customer teams for the Abbott Nutri- Shopper Marketing tion Products Division. He and his team Shawn Millerick, Director, Shopper develop shopper solutions for category Marketing & Category BUMBLEBEE FOODS platforms and new item introductions, Insights David Melborne, Senior Vice as well as promotional program support. Millerick oversees shop- President, Consumer Marketing Herrada has previously held leadership per marketing, category positions at Hasbro, Nestlé Waters and insights, and customer BURT’S BEES PepsiCo. strategy and planning for Alcon’s OTC products. His team works with the sales Spencer M. Blaker, Jamie B. LaRue, Director, teams and retailers to engage the shop- Global Director, Shopper & Category per both in- and out-of-store. Retail Marketing Development Blaker is charged with re- LaRue leads an integrated focusing the look of Burt’s organization of shopper ANHEUSER!BUSCH Bees’ brands and at-shelf marketing, shopper insight Jim Tietjens, Senior Director, Trade communication. He helps coordinate the and category management at the Abbott Channel Marketing activities of Burt’s sales, marketing and Nutrition Products Division. He leverages creative teams with its retail partners. He shopper-based insights and analytics with B has 20 years of CPG industry experience customers to identify and act on category with companies ranging from Dreyer’s to growth opportunities for Abbott brands. BARILLA AMERICA RJR Nabisco. He is a 2013 Shopper Market- Debbie Zefting, Director, Shopper ing Hall of Fame inductee. AHOLD USA Marketing, NA Tim Dorgan, Vice BUTTERBALL President & General BAYER HEALTHCARE Kyle Lock, Director, Retail Marketing Manager of Peapod Steve Morante, Director of Customer Interactive and Shopper Development Dorgan oversees all shopper marketing programs BEIERSDORF INC. executed through Peapod, including test and learn, targeted promotional events, Laura Cammarota, Senior Shopper sampling and e-Commerce analytics. Marketing Manager, Mass Channel 2 Photo by Brian Morrison ing, supply chain and in-store merchandising.” KRAFT FOODS GLOBAL Francolini says Kraft executed good shopper marketing Joan Francolini, Senior Director, with the launch of its Gevalia co"ee brand at retail. For years, Shopper Marketing the brand had been available direct-to-consumer online and via mail, but Kraft wanted to enter the premium co"ee seg- Joan Francolini began her career in retail as a teenager. Work- ment at retail, she says. “Our objective was to launch our new ing at a shoe store and then at a fruit retailer called the Big retail product, generate awareness of the Gevalia brand and Banana, she gained what she now calls valuable experience. drive consumers to the store,” she says. After college and non-pro!t, radio and agency stints, she Pre-launch activities included advertising and incentives made her way back to the store, but on the CPG side with across digital, in-store and print media. “We also took the ef- Nabisco, then a division of Kraft Foods. Still with Kraft 17 years fort to social media,” she says, engaging with bloggers to cre- later, she’s held positions in consumer promotions, packaging, ate buzz and drive awareness by partnering for a giveaway global marketing services, consumer relationship marketing via a retailer’s Facebook page. The result: 23,000 samples and, most recently, shopper marketing. Francolini has dual responsibilities in her current role. She leads shopper marketing for “ H aving both roles truly provides a great perspective the Target account and also !lls a more centric role to de!ne policy and best-in-class practic- on how to use shopper marketing to drive sales, win es, maximize linkages across Kraft (marketing/ with the customer and win with the consumer.” shopper insights/media) and develop multi- brand shopper programs. “Having both roles truly provides a great perspective on how to use shopper mar- were distributed in six hours. “Our launch plan replicated keting to drive sales, win with the customer and win with the the pre-launch plan, with ‘heavied-up’ in-store activities with consumer,” she says, revealing that the 20 people who focus merchandising,” she says. “We were thrilled with the results as on shopper marketing within Kraft all report in to sales. trial, repeat and share were highest among all national plans.” Francolini has seen a “very broad view of Kraft,” not only On the #ip side, she points to a recent shopper marketing working across many functions, but with partners, agencies campaign that had to be changed midcourse based on mer- and vendors to truly understand what it takes to get each job chant response. “We developed this program with a CPG part- done. The shopper marketing group’s key partner is the sales ner, based on an insight that drove basket size,” she says. “The team, but its work with the shopper insights group is also criti- merchant from one team was aligned, but the second mer- cal, she says. “Depending on the campaign, we may engage chant did not want to participate. Thus, we had to reinvent a with consumer insights, !nance, Kraft Kitchens, media plan- large partner-based program, reframe it and come back with ning and strategy, consumer relationship marketing, packag- a brand-speci!c program.” 3 MEYER CORP. Rosa Ziebell, Vice President, Marketing Rosa Ziebell says she’s well-prepared to guide the shopper marketing e"orts at cookware manufacturer Meyer Corp., having gained varied experiences at Clorox, Clif Bar, AAA and most recently Del Monte. She’s tasked with building demand for multiple brands (including Anolon, Circulon, Cake Boss, Rachael Ray and Farberware) while serving as the consumer/ shopper expert for the organization. Her team includes brand management, social media, e-commerce, public relations, creative services and trade/consumer events. Cookware has unique shopper marketing demands, Ziebell says. In the gourmet segment, pre-shop is critical because shoppers are not in the market for a $200-$400 set of cookware very often. Education is critical, as shoppers need assis- tance in learning about cookware that’s right for them. “We aim to inspire shoppers with culinary content that makes a pan come alive, and also makes the home chef shine,” she says. “We amplify the pre-shop phase with exceptional photography, recipes and videos to stimulate the creative juices and communicate the brand’s point of di"erence.” Ziebell says Meyer also plays an active role in what she calls “to store.” “Because the category is very channel speci!c, win- ning the trip will strongly impact getting consumers in front of your brand,” she says. “This is especially key for the moderate segment in the mass merchant environment. Based on how the shopper shops, we have found social media and digital tac- tics to be the most e"ective. You don’t want to advertise when she isn’t in the shopping mindset; online vehicles allow you to target her when cookware is relevant.” Ziebell is proud of Meyer’s partnership with a mass retailer and celebrity chef Rachael Ray. Meyer needed to boost tra$c to the housewares aisle and executed a program that included digital banners, search, recipes and chatter on the social media locations of Meyers, the retailer, and Ray. “We drove Photo by Timothy Shonnard At Meyer, Ziebell says consumer “ We amplify the pre-shop phase with exceptional brand management orchestrates shopper marketing initiatives in close photography, recipes and videos to stimulate the creative collaboration with sales teams and juices and communicate the brand’s point of difference.” other marketing experts. There are 45 marketing teammates at Meyer. “Our social media team develops tra$c to the retailers’ dot-com and to the bricks-and-mortar Facebook and Pinterest components, and our retail dot-com store,” Ziebell says. “To top it o", Rachael used her products team works with our customers to improve the path to pur- on her TV show and mentioned the promotion on her show chase on retail websites,” she says. “For our gourmet brands, in the middle of her chili recipe.

Load more