In Shopper Marketing

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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

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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-$400 set of cookware very often. Education is critical, as shoppers need assis- tance in learning about cookware that’s right for them. “We aim to inspire shoppers with culinary content that makes a pan come alive, and also makes the home chef shine,” she says. “We amplify the pre-shop phase with exceptional photography, recipes and videos to stimulate the creative juices and communicate the brand’s point of di"erence.” Ziebell says Meyer also plays an active role in what she calls “to store.” “Because the category is very channel speci!c, winning the trip will strongly impact getting consumers in front of your brand,” she says. “This is especially key for the moderate segment in the mass merchant environment. Based on how the shopper shops, we have found social media and digital tactics to be the most e"ective. You don’t want to advertise when she isn’t in the shopping mindset; online vehicles allow you to target her when cookware is relevant.” Ziebell is proud of Meyer’s partnership with a mass retailer and celebrity chef Rachael Ray. Meyer needed to boost tra$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. The results were unprece- we also have a team of brand ambassadors that can cham- dented and set the stage for the company to invest more in pion the message directly to store associates and consumers the discipline.” at department stores.

4 C Sarah Ortman, Brad Watt, Worldwide Senior Group Manager, Director, Global CAMPBELL SOUP/PEPPERIDGE FARM Consumer & Shopper Shopper Marketing Promotions Mimi Dixon, Senior Group Manager, Integrated Shopper Marketing Ortman focuses on national consumer & shopper Kim McGough, Senior promotions at Clorox and Burt’s Bees. Her Group Manager, team leads promotions across digital/ CONAGRA FOODS Integrated Shopper mobile/social, as well as develops in-store Christine Aruscavage, Shopper Marketing shopper marketing programs. Marketing Manager McGough is part of Camp- Aruscavage has been a member of Colleen Schweichler, Director, bell’s integrated Shopper ConAgra’s Kroger shopper marketing Shopper Marketing & Category Marketing (iSM) team, which covers shop- team for the last two years, activating Advisory per marketing for national grocery includ- large-scale marketing programs and sup- ing Kroger, Publix, Meijer and Target. porting ConAgra’s portfolio of brands. Chris McGown, Senior THE COCA!COLA CO. Tammy Brum!eld, Vice President, Beth Egan, Director, Group Manager, Shopper Marketing Integrated Shopper Shopper Marketing See pro!le on page 12 Marketing Capability McGown has held brand Egan is director, Shopper Mike Esposito, Manager, marketing roles for Camp- Center of Excellence, for Shopper Marketing bell’s Swanson, V8 and Chunky soup the North America brands Esposito leads shopper brands. group. She leads Coca-Cola’s shopper marketing programming marketing end-to-end capability e!orts and in-store display devel- Brian Sullivano, through strategic and facilitated leader- opment for drug, dollar, Director, Integrated ship, driving continuous improvement club, convenience and military customers. Shopper Marketing of the most important shopper levers – Carolyne Klug, Shopper including content and connections plan- Marketing Manager ning, digital capability, P-O-P/merchandis- Klug has been involved ing e!ectiveness, and ROI measurement. in the shopper marketing CHIQUITA BRANDS Brandon Leck, Assistant Vice community for 10 years. INTERNATIONAL President, Shopper Marketing In her current role as a Leck manages a team responsible for shopper marketing manager, she works Dan Wasser, Director, in-store and out-of-store marketing pro- closely with Kroger to engage the shop- Category Management, grams for the convenience, drug, value per along the path to purchase. Prior to Consumer & Shopper and specialty retail accounts. joining ConAgra, she spent nine years on Insights the agency side working with various cli- Wasser uses category and Manish Shrivastava, Group Director, ents, including Chiquita Brands, Kikkoman consumer insights for Shopper Marketing Capabilities International and Mars Petcare. brand positioning strategies across mul- Shrivastava leads retail strategy and acti- tiple product categories. vation for Coca-Cola’s global brand and Tom Lisi, Senior Director, Shopper marketing programs across all channels Marketing and markets worldwide. Previous roles With more than 20 years of CPG market- CHURCH & DWIGHT with the company include Coca-Cola ing experience, Lisi now leads the shop- Dan Bracken, Director, brand organization for the United States per marketing team across all ConAgra Marketing Services and leading a team responsible for U.S. brands at Walmart, including Healthy Bracken is a member of the Shopper Mar- retail strategy, merchandising and shop- Choice frozen meals, Orville Redenbach- keting Hall of Fame. per capability. er’s popcorn and Chef Boyardee canned pasta. He leads a team of "ve shopper Len Guberer, Senior Manager, Sales Rachel Smith, Group Director, marketing, creative content and in-store Operations Shopper Marketing managers. Cindy Manzo, Shopper Marketing and Matt Pabst, Shopper Marketing Merchandising Manager COLGATE!PALMOLIVE CO. Manager, Walmart Grocery Barry Roberts, Director, Pabst leads ConAgra’s shopper market- THE CLOROX CO. Retail Shopper Solutions ing e!orts at Walmart for brands like Chef Sara Gilbert Leonard, Director, Retail Roberts’ latest role includes Boyardee, Hunt’s, Marie Callender’s, Ro-Tel Consumer Marketing, Walmart Inc. retail shopper solutions, and Peter Pan. coordinating category Camille Monson, Team Lead, Shopper management, shopper Marketing insights and analytics, shopper marketing Charles Mordy, Director, Shopper and e-commerce. Engagement, Walmart

5 Jennifer Pierce, Olga Yurovski, Shopper CVS/PHARMACY Shopper Marketing Marketing Director Manager – Snacks Yurovski has worked the Rebecca Grimm, Pierce manages shopper last "ve years designing Director, Customer marketing strategy and ex- and executing insights- Engagement ecution on the ConAgra/ based, custom promo- Walmart team across the snacking portfo- tions for Kroger shoppers and launching lio that includes brands such as Slim Jim, new ConAgra products in Kroger stores. Orville Redenbacher’s, Hunt’s Snack Pack, She leads a team of shopper marketing Rob Price, Senior Vice President, Act II, Poppycock and private brands. experts who manage shopper programs Chief Marketing O"cer for a broad portfolio of brands as well as Melissa Studzinski, Brock Roark, Shopper activate large-scale, strategic marketing Vice President, Marketing Manager – platforms at Kroger. Customer Relationship Walmart Frozen/ Management Refrigerated Studzinski oversees the Roark manages shopper CRAYOLA ExtraCare program. She is marketing strategy and Bill McCarthy, Consumer & Shopper responsible for ongoing program devel- execution on the ConAgra/Walmart team Marketing Leader opment and enhancement and has taken across a $1 billion-plus portfolio that in- McCarthy is responsible for all shopper a customer-centric approach to enhanc- cludes brands such as Marie Callender’s, marketing activation across mass, grocery, ing the ExtraCare program with the goal Healthy Choice, Banquet, Alexia, Egg Beat- drug, toy, o#ce and craft channels. of giving customers a truly personalized ers and Reddi Wip. McCarthy has held high-level marketing experience. Bridget Rohrer, Shopper Marketing roles with ConAgra Foods and Hasbro. Manager, Private Brands His shopper marketing work includes D Rohrer is the private brands shopper cross-package promotions, joint feature marketing manager, a new role designed ads, joint displays and digital/social/PR THE DANNON CO. messaging and o!ers. to lead the integration of private brands Thomas Gargiulo, Director, Strategy & into shopper marketing strategies and Business Development activation. CROCS Steve Platt, Vice President, Marketing, Christopher Schultz, Manager, Sean Han, Senior Activia and Light & Fit Shopper Marketing Marketing Manager Schultz is tasked with creating custom DEL MONTE FOODS shopper marketing events for more than Steve Aleksich, six major accounts with more than 2,700 Senior Manager, HQ stores. Shopper Marketing Phil Suttle, Center-Based Shopper Michael Martin, Director, Brand Consumer Products Marketing Manager Marketing, Americas Aleksich joined Del Monte Suttle is the HQ link with shopper market- Martin directs all marketing activities in in March 2011 and has ing customer teams in the "eld to ensure the Americas division (North, Central and more than 20 years of experience in vari- stronger linkage with CPG and grocery/ South America). He leads consumer in- ous promotional roles in the shopper and refrigerated/snacks brand teams. sights and analysis to inform all commercial consumer marketing arenas. He is cur- decisions in wholesale, owned retail and rently leading the shopper marketing ef- Bob Waibel, Director, Shopper Crocs.com. fort for consumer products at Del Monte. Marketing, Regions He previously worked for Heinz, Disney, Waibel is responsible for leading a re- Nestlé, American Greetings and Sony Pic- gional shopper marketing team to de- CROWN IMPORTS LLC tures Entertainment. velop best-in-class shopper marketing Kevin Kramnic, Vice programs that drive top- and bottom-line President, Promotional Marketing Diane Be"a, Senior Brand Manager, growth. Responsible for leading the an- Walmart & Sam’s Club Mauricio Reyes, Associate Manager, nual and long-term shopper marketing Consumer Insights Laura Haslee, Associate plans for regional account customers. Manager, HQ Shopper John Swiatowiec, Marketing, Consumer Director, National Products Accounts O#-Premise Haslee joined Del Monte Marketing in January 2013. She works across the entire consumer portfolio with a focus on Contadina and College Inn brands within the grocery channel. Re- cently, she led a national merchandising initiative for the launch of new Del Monte packaging.

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been a reformulation of its shopper platforms. “They have HILLSHIRE BRANDS been informed by shopper insights,” Witte says. “We have Christopher Witte, Vice President brought in new business partners and improved our retail- of Customer Development er engagement through people and process. Additionally, shopper marketing has been intimately involved in our joint Along with the move of corporate headquarters from the Chi- business planning and we’ve integrated shopper marketing cago suburbs to the city, Hillshire Brands developed a new into existing planning processes, including budgeting.” point of view for its shopper marketing approach following There has also been some #ow-chart work, says Witte, with the company’s creation, which resulted from Sara Lee Corp.’s clear roles and responsibilities within the organization, and a split in 2012. structure to e$ciently support executions with strong ROI. As Christopher Witte, formerly vice president of customer de- a result, says Witte, “We have improved our !eld execution velopment at Sara Lee, now oversees Hillshire’s development through improved guidelines, a turnkey shopper marketing of category leadership platforms, department strategy, shop- playbook, and standardized post-evaluation process.” per and retailer insights, and delivery of shopper marketing Witte says he hopes to use a couple key experiences from his solutions. time at PepsiCo and Gillette to bolster Hillshire’s shopper marketing. For example, working on three “We have brought in new business partners and improved major launches at Gillette, he learned about having a hyper-focus on the con- our retailer engagement through people and process.” sumer, speed to market, a 360-degree shopper marketing activation and retail A PepsiCo and Gillette veteran, Witte says Hillshire’s new ap- pull. He also says that PepsiCo is excellent at understanding the proach has several facets, starting with resources for his team. retailer’s shopper and tying brand strategy to it. “We want to do There are 50 people in customer development, the bulk of the same thing here at Hillshire. We have a passion for our cus- who are positioned against category leadership. Investment tomer and our brands, and that unique intersection is where we for shopper marketing and shopper and retailer insights has can unlock value through shopper marketing.” increased. “Critical to this is having the right number of senior One of Hillshire’s lines already drives excitement within his thought leaders on our !eld teams and in shopper market- team, says Witte. “Our Delights by Jimmy Dean line continues ing,” he says. to play a strong role in our brand growth and is a key pillar for Witte says customer development works closely with the our latest innovations launched into the marketplace. Our re- brand groups, !nance and Hillshire’s marketing agency to tail shopper promotions that have used the Jimmy Dean port- build equity-driving platforms and programs to better focus folio as a pillar for building a better, more-convenient break- e"orts on developing fewer and more impactful programs fast solution have done very well and delivered signi!cant ROI that drive stronger ROIs. Central to the team’s e"orts has to the retailer.”

7 GENERAL MILLS Brian Kittelson, Director, Integrated Shopper Marketing Although General Mills’ shopper marketing campaigns can be very speci!c to each of its retail partners, the company’s shopper marketers operate from the same standpoint: “One Team.” “Given the highly custom- ized nature of our work, whom we work with can vary, but the simple notion of ‘One Team’ helps us work across our organization and ensure success,” says Brian Kittelson, director of integrated shopper marketing. “We build our plans in close collaboration with our retail partners, sales, brand teams and numerous other departments within General Mills that might be needed to make our programs successful.” Kittelson, who came to General Mills after a stint at Northwest Airlines, is helping Photo by Chris Bohnhoff simplify otherwise multifaceted responsibilities for the goal of Feeding America and Big Machine Label Group, a country results. “Our focus is entirely on driving incremental sales for music label group based in Nashville, Tenn., to create a scale our brands and for our retail partners,” he says. “By design, our merchandising event focused on hunger relief. The program programs are objective-based, insight-led and results-driven.” illustrates a core focus of Kittelson’s group: creating large, Kittelson says his 40-member team has adapted well to the multi-category merchandising events with retail partners. constant evolution of shopper marketing, including the avail- “The program had both out-of-store and in-store compo- ability of rich shopper data, the explosion of digital capabili- nents to drive awareness and shopper engagement,” he says. ties at both the retail and manufacturer level, and the onset “The result: high single-digit sales growth and more than 1 million meals donated to local food shelters.” “ O ur focus is entirely on driving incremental sales for our Kittelson says that driving quick awareness and trial of new items brands and for our retail partners. By design, our programs is important, for both brands and retail partners. For example, his are objective-based, insight-led and results-driven.” team bundled four new items in a custom 30-second TV spot for a retail partner, running it the week the of new commerce models. “These changes o"er retailers and items launched. The result was accelerated trial and repeat manufactures new opportunities to partner to drive growth purchase. through greater localization and personalization of shopper Innovation will mark the future of General Mills’ shopper marketing programs – the net of which will be greater rel- marketing. Kittelson says, “Engaging digital technology will evancy for shoppers and enhanced returns on the shopper certainly play a large role in this, but so will our approach for marketing investment.” how we build custom shopper marketing programs that drive As an example, Kittelson points to his team’s work in lever- di"erentiation for our retail partners and strong shopper en- aging the company’s “Outnumber Hunger” partnership with gagement.”

8 Stephanie Heath, Associate Manager, DR PEPPER SNAPPLE GROUP FRITO!LAY INC. Walmart Inc. Shopper Marketing, Consumer Products Shelly Ingersoll, Vice Richard Blazevich, Senior Director, Heath has worked in a variety of roles at President, Shopper Shopper Marketing Del Monte and is a recent addition to the Marketing Tyler Chapman, Vice Walmart shopper activation team. She Ingersoll led shopper in- President, Shopper supports the consumer products team on sights and syndicated data Marketing all aspects of in-store execution at Walmart before being named to her Chapman is responsible for and Sam’s Club. current role in June. Frito-Lay’s shopper marketing, national consumer Catherine Tanner, Lon Johnson, Director, Shopper Marketing promotions, sports marketing and digital Senior Manager, marketing. Shopper Marketing Mike O’Hare, Vice President, Category Tanner is responsible for Management Je" Klein, Director of Marketing the strategic development John Williams, Director, Category Marisa Perez, Senior and activation of annual Management Director, Customer plans and programs for pet brands at Marketing, Walmart partnership customers, including Target, Team Kroger, PetSmart, Petco, Dollar General DREYER’S GRAND ICE CREAM Perez is responsible for and Family Dollar. Anita Morais, Director of Shopper Frito-Lay’s shopper market- Marketing ing across Walmart and Sam’s Club. She DIAGEO Morais held brand manager positions and her team manage all aspects of stra- with The Clorox Co., Del Monte and Safe- Dirk De Vos, Vice President, tegic planning and brand activation. way before joining Dreyer’s in 2004. Commercial Planning and Activation Shelley Pisarra, Senior Director, See pro!le on page 11 Shopper Insights & Strategy Robert Fountain, Director, DRISCOLL STRAWBERRY Marissa Solis, Senior Marketing Commercial Planning & Activation, ASSOCIATES Director, Central Business Unit Channel/National Accounts Chuck Sweeney, Director, Category Vesna Stojanovic, Senior Director, Jonathan Nell, Director Management Shopper Marketing of Customer Marketing Leading commercial plan- E Je" Swearingen, Senior Vice ning and activation for Dia- President, Portfolio Marketing geo’s Guinness business, ENERGIZER HOLDINGS INC. Nell drives the commercial John Hill, Vice President, North G agenda for the category guiding the stra- America, Energizer Personal Care GENERAL MILLS tegic deployment of brands across on- Michelle McPherson, Senior Brand Ray Joncas, Director, Customer and o!-premise channels and delivery of Manager, Global Marketing, Visibility commercial activation plans for beer and Marketing, Walmart & Sam’s Club Adel Mekhail, Director, U.S. Marketing progressive alcohol businesses. Melissa Kell, Integrated David Morgart, Senior Director, Shopper Marketing, Integrated Commercial Strategy and Planning DOLE FOOD CO. Communications Manager Andy Wiggins, Vice President, North Brian Kittelson, Director of Integrated CarrieAnn Arias, Director, Marketing America Trade Marketing Shopper Marketing and Innovation See pro!le on page 8 Brian Huh, Vice President of Category F Patrick Simmons, Vice President, Development & Customer Strategy FAMILY DOLLAR STORES Integrated Shopper Marketing Kellee Miller, Senior Manager, Shopper Marketing Steve Biehl, Divisional Vice President, Promotional Marketing & Promotional GEORGIA!PACIFIC CORP. Planning DOLLAR GENERAL Ryan Elwart, Vice Michael Mencel, Director of In-Store President, Sales Dave Stewart, Vice President, Marketing & Brand Strategy Marketing Thad Wengert, Director of Customer Relationship Marketing

Michael Hayes, Senior Vice President, FOOD LION Customer Strategy & Planning Dave Godfredson, Marketing Director Kimber Shray, Director, Shopper Marketing

9 GIANT EAGLE INC. Twyla Lusk, Director, H Strategy and Loyalty Mia Bywalski, Targeted Marketing HANESBRANDS INC. Lusk has been with H-E-B Director for 15 years with experi- Cindy Johnson, Senior Manager, Brett Merrell, Senior ence in grocery and Shopper Marketing Vice President, general merchandise Marketing Anita Spencer, Senior Manager, procurement management. She began Shopper Marketing the strategy and shopper loyalty team in 2006 and has lead the team that has HARRIS TEETER created targeted shopper marketing as a Krista Sammartino, Director, viable platform for H-E-B. Chuck Corbeil, Group Vice President, Own Brands Marketing Linda Wakim, Marketing Director, Kevin Crainer, Director of CRM HEINZ NORTH AMERICA CRM Michelle Fuscaldo, Associate Director, Integrated Marketing Capabilities GLAXOSMITHKLINE HASBRO INC. Dave Henderson, Megan Hennigan, Senior Manager, Joe Cadle, Director, Senior Vice President, Shopper Marketing Shopper Marketing U.S. Sales & Customer Strategic Marketing HENKEL NORTH AMERICA Henry Hendrix, Director, Shopper Marketing & In-Store Merchandising Jillian Dugger, Shopper Marketing Maureen Smith, Vice Hendrix began his career Manager, Oral Care Brands President, Customer in business with Northwest Strategic Marketing Michele Airlines before moving Klingensmith, Senior over to consumer packaged goods mar- Shopper Marketing keting. He joined The Dial Corp. (which Manager later became Henkel), serving in various Je" Taylor, Vice marketing and brand management roles President, Marketing before being named director of shopper Rich Kocur, Manager, marketing & in-store merchandising in Shopper Marketing July 2011.

Kevin Thompson, Manager, Winning In-Store H!E!B GROCERY CO. Wendy Warus, Kimberly Rentler, Suzanne Alford Wade, Executive Vice Vice President of Sales, Shopper Marketing President, Retailing Winning In-Store Manager Cory Basso, Group Vice President, Marketing & Advertising Sheri Best, Director, H-E-B Targeted THE HERSHEY CO. Shopper Marketing GREEN MOUNTAIN COFFEE ROASTERS Michael Depan!lis, Best has been with H-E-B Rob Bosquet, Shopper Marketing Vice President, for 19 years with experi- Manager Shopper Marketing ence in store leadership Depan"lis led e!orts for Tom Ferguson, Senior Vice President, and procurement management. She Hershey’s Insights Driven Sales – Grocery, Drug, Club joined the strategy and shopper loyalty Performance program. Robin Kay, Director of team in 2009 and began developing One of the company’s programs market- Trade Marketing and targeted shopper marketing as a viable ed a Hershey’s-centered s’mores kit, and Category Management platform for H-E-B. the company worked with retailers on the Kay leads the Center shopper-solution-oriented campaign. of Excellence for retail customer-facing processes. She works collaboratively with the sales and marketing teams to ensure the align- ment of category management, trade marketing and shopper/customer marketing activities.

10 Photo by Don Hamerman

“For retailers, this is a compelling proposition, as seasonality is a DIAGEO key driver of choice.” Dirk De Vos, Vice President, De Vos’ team consists of three groups. One interfaces with Commercial Planning and Activation brand marketing to develop and execute brand-speci!c, conversion-driving programs. Another focuses on channel-speci!c Dirk De Vos has broken down shopper marketing at Diageo programming, taking the brand execution idea to the channels North America to the basics, saying there will be less of more. The and activating it along the path to purchase. The third works on focus of his 21-member team is now fewer programs that will be category marketing and portfolio activation, with a speci!c focus bigger and more impactful. The team will emphasize longer time on multicultural and digital shopper platforms such as Diageo’s frames, using themes that are relevant for the promotional win- virtual bartender. dow and that are planned in collaboration with retailers, taking “Within the overall route to consumer and shopper, from into account how the retailers want to market themselves. analysis, planning and program development to purchase in retail stores or bars and restaurants, we are the key arbiter of where and how and at “ We now have a better understanding of the emotional what investment priority level the brand gets presented to consumers and shop- response and the relative influence on purchasing pers,” De Vos says. Diageo and its portfolio of brands have behavior of the different digital touchpoints.” always been active in the digital space because their target consumers are digi- “We will continue to adopt a more rigorous approach in terms tally savvy. But until a year ago, Diageo used digital mainly to of what, why and how,” he says. “What is the big idea, what are build the brand. “Now we are using digital more and more to the insights behind it, how do we activate along the path to pur- close the sale,” says De Vos. “We have developed a better un- chase, and what are the right touchpoints we need to leverage?” derstanding about what is driving the purchase in the path De Vos, who started at Diageo in 2009 as vice president of to purchase. In order to be impactful, we now have a better global customer marketing after 17 years at Unilever, says a understanding of the emotional response and the relative in- good example of the fewer, larger, longer philosophy is the #uence on purchasing behavior of the di"erent digital touch- company’s recent “Mix it Up” campaign. His team created a points to drive shopper success. We found out that speci!c platform for “casual hosts” to learn and be inspired to create digital touchpoints are not only most in#uential or impact- simple mixed drinks for their occasions. Diageo wanted to cap- ful in building the brand, but they also help shoppers decide ture the “social power that exists in hosts’ behavior,” he says. which drink or brand they want to buy.”

11 CONAGRA FOODS Tammy Brum!eld, Vice President, Shopper Marketing Tammy Brum!eld’s promotion in early 2013 to vice president, shopper marketing, coincided with the merger of the company’s in-store marketing group with the shopper marketing group. She now leads a team of 30 that focuses on building strategies that “link our consumer strategies all the way to the store shelf with our customer strategies,” she says. “It’s become very important for us to approach the activation of the shopper more holistically, so we’re working across multiple departments within our global marketing function – including digital, social media, traditional consumer promotion – to bring one holistic strategy for activating consumer and shopper behavior.” Brum!eld says there are a few di"erent ways in which her team approaches shopper activation. “Because we have shopper marketers in the sales force partnering with our customers to develop cus- tomized shopper programs, customizing programs is one way we go to market.” An example is a meal solutions campaign at Kroger that is in its third year of activation. “We worked with our partner to identify a shopper need state around being able to deliver quick and convenient meal solutions to help mom get dinner on the table,” she says. A pallet in stores o"ers four di"erent meal solutions that make it quick and simple for mom to get all of her meals for an entire week. The success of the program, she notes, has ensured its longevity, and plans are under way for it to expand into more retailers. The company also works with its global marketing partners to develop major platform initiatives. One platform, in particular, is its “Child Hunger Ends Here” program run through a partnership with Feeding America. “We’ve been able to customize consumer promotion or shopper promotion in con- junction with our retail partners,” she says. Photo by Roark Johnson “ There’s a lot more emphasis about winning in-store, so once we get [mom] to the store, we’re focusing on delivering messages and point-of-purchase displays that capitalize on a specific need state and ultimately deliver what she needs.”

Brum!eld says her team has put an increased emphasis on about winning in-store, so once we get [mom] to the store, truly understanding the levers across the path to purchase – we’re focusing on delivering messages and point-of-purchase and then de!ning the most important messages to deliver displays that capitalize on a speci!c need state and ultimately at each point on that path. “There’s also a lot more emphasis deliver what she needs.”

12 Bill MacLean, Director HYDE TOOLS Gonca Paul, Senior Manager, Shopper of Shopper Marketing, Marketing Corey Talbot, Vice Large and Small Formats President, Marketing Brand Whitlock, Director, Sales MacLean is focused on key Strategy, Beauty Care retailers in the food, drug, mass, convenience and K value channels. His team develops and executes a shopper-centric communica- KAO tion model to engage consumers along J Mark Beyreis, Senior Manager, the path to purchase, driving conversion Target Segment Marketing and loyalty. JARDEN CORP. John Sullivan, Senior Director, Jenni Pustinger, Director, Shopper Lenna Conley, Strategies & E#ectiveness Marketing Senior Global Brand Development Manager KELLOGG CO. Conley handles brand de- HEWLETT!PACKARD CO. velopment for Crock-Pot, Je" Dawson, Vice President, Shopper Roger Funke, Manager, Mr. Co!ee, Sunbeam, Solutions HP Shopper Marketing Bionaire, Rival and Holmes. Aaron Elleman, Director, Shopper Marketing, Walmart JOHNSON & JOHNSON SALES AND Stacey Ring-Sanders, Vice President, LOGISTICS COMPANY Category Strategy and Development Paul Weitzel, Senior Manager, Sheila McKay, Customer & Channel Heather Campain, Shopper Marketing Target Insights Manager Director, Category Christy Tappy, Americas Shopper Insights & Shopper Marketing Director Marketing KIMBERLY!CLARK Campain leads two teams Blake Boulden, Director, HILLERICH & BRADSBY CO. of category and shopper Shopper Marketing, experts across a portfolio of brands and Walmart Kyle Schlegel, Vice President, Brand categories partnering with Target. Cam- Boulden is responsible for Marketing pain has led teams at Mars Chocolate, leading the growth of K-C Schlegel is responsible for the marketing Nissan and Nielsen. brands through Walmart activities across the Louisville Slugger, and Sam’s Club in the U.S. market, and Keith Crosier, Director, Shopper Bionic and Powerbilt brands. helping K-C grow its categories through Marketing & Category Development, strategic shopper marketing initiatives. Pre- OTC GBU HILLSHIRE BRANDS vious shopper marketing responsibilities Jennifer Ferrazza, included overseeing growth of the drug Christopher Witte, Vice President, Shopper Marketing and dollar channels. Customer Development Manager, Baby GBU See pro!le on page 7 Greg Fries, Senior Manager, Brand Shopper Marketing, Baby and Child HORMEL FOODS CORP. Care Bob Goode, Vice President, Club, Anne Jenkins, Senior Bob Samples, Vice Specialty, In-Store Strategy President, Sales & Manager, Shopper Marketing (Farmer Chris Holahan, Senior Manager, Marketing Center of John/Saag’s) Shopper Marketing Excellence Jenkins led corporate Danielle Jenkins, strategy and business intel- Director, Category Mark Thompson, ligence for Kimberly-Clark prior to her role Management and National Sales Manager, with the company’s Center of Excellence. Shopper Insights Category Management & Shopper Marketing Anne M. Jones, Vice President, Shopper John King, Senior Director, U.S. Marketing & Business Shopper and Category Management Development Jones has held a variety of See pro!le on page 16 Scott Weisenbeck, Group Product sales, integrated marketing Manager, Integrated Marketing Donna Padovano, Director, OTC and brand positions at Kimberly-Clark, Shopper & Platforms having been charged with growing the "rm’s brands such as Kleenex, Huggies, Kotex and Poise.

13 Je" Kjome, Director, LG ELECTRONICS MARS PETCARE Shopper Marketing, Target/Grocery David VanderWaal, Patty Ahlert, Director of Customer Kjome oversees shopper Director, Brand Marketing, Development, Category & Customer marketing activities at Tar- Home Appliances Solutions get and large grocery retail- Responsible for all market- Doug Korn, Vice President, Strategy & ers. He has spent the past six years helping ing activities for the home Growth to grow K-C’s capabilities and strategic appliances business unit, thought leadership with key retail partners. including developing the annual marketing plan and annual budget, and manag- MATTEL INC. Frederico LaGrange, Senior Brand ing the integrated marketing communica- Steve Labella, Regional Marketing Manager, Shopper Marketing Adult/ tion plan. He oversees shopper marketing Director, Central, Northern & Feminine Care activities for all LG home appliance prod- Southeast Europe ucts, working with retailers including Best KRAFT FOODS GLOBAL Buy, Lowes, Sears and The Home Depot. MCCORMICK & CO. Gina Allgaier, Director of Bill Thomas, Director, Jim Brennan, Director of Emerging Marketing, Walmart Team In-Store Marketing Markets Yolanda Angulo, Director, Raj Nair, General Manager – Simply Multicultural Marketing Asia Foods Sue Carey Coyle, Director of Shopper Marketing LOGITECH MEAD JOHNSON NUTRITION Joan Francolini, Senior Director, Jonathan Johnson, Chad Marquardt, Director of Shopper Marketing Director, Trade Marketing Customer Development See pro!le on page 3 Americas Mark Kendrat, Director, Customer Johnson has worked at MEIJER INC. Marketing Logitech for 10 years. He Shawn Buckner, Vice President, John Lippolis, Senior Director, led the company’s e-com- Grocery Merchandising Customer Marketing merce channel marketing approach, which included early online marketing tactics Lanny Curtis, Director, Susan Pittner, Associate Director, in the electronics space at Amazon.com. Customer Marketing Shopper Marketing He also conducted the largest shopper research study on mouse and keyboard L shopping at Walmart, Best Buy and Staples LEBANON!SEABOARD CORP. (U.S. and Canada). Currently, he manages a team of "ve trade marketers and four Michael Ross, Vice Deb Balcerzak-Wilson, channel marketing managers. President, Customer Director, Brand Marketing & Emerging Management M Technology MARS CHOCOLATE U.S. Pia Heine, Shopper Marketing Team LEGO SYSTEMS INC. Lead MERCK CONSUMER CARE Karen Booth, Manager, In-Store Events Natalie Sellfors, Manager, Shopper Marketing Mary Fitzgerald, Senior Shopper Skip Kodak, Senior Vice President, Marketing Manager Shopper Marketing Heidi Siebert, Shopper Marketing Manager, Susan Hayes, Director, Shopper Justin Tripp, Vice President, LEGO Walgreens/CVS Marketing & Insights Retail Development and Shopper Hayes has led the shopper marketing Marketing department for all of Merck’s consumer brands for the last three years. Reporting to Hayes is a team of shopper marketing Rob Villanella, Director, Shopper managers who create insights-based con- Marketing/Sponsorship Activation sumer marketing programs to drive busi- Allisha Watkins, Shopper ness with retail accounts. Marketing Manager

14 Photo by James Keltner

e"ective communication platforms to bring people into the WALMART STORES INC. stores while also communicating in-store (e.g., Smart Network). Clint McClain, Senior Director of McClain reports to Stephen Quinn, chief marketing o$cer. Marketing Being connected to the creative team allows his small group to leverage creative’s capabilities “to help execute any strategy Brand marketing !rst piqued Clint McClain’s interest during his we’re building.” He and his team interact with the merchandis- senior year at the University of Tampa (Fla.) when a professor ing, category marketing, creative, social, mobile, production, @ and former Procter & Gamble employee suggested it as a pro- WalmartLabs and Walmart.com teams, as well as with its store fession. One MBA and a tour of duty in the army later, McClain operators “to help get content that they may need on a very followed that career path at E. & J. Gallo Winery and then The local basis,” he says. “And it’s not always about producing. We Coca-Cola Co., overseeing the launches of such products as Min- have suppliers with great content that we can wrap Walmart ute Maid Heart Wise and Minute Maid Light and the relaunch of around and partner up to help our customers.” Bacardi Mixers. McClain joined the Walmart “ Our customers are engaging in content in more places and at team as director of brand strategy in 2006. After then holding more times than ever before. We want to make sure we have the several positions in category marketing and media, he now di- right content to meet the needs of customers wherever they are.” rects Walmart’s “content engine” – “de!ning and creating the content strategy and establishing Keeping Walmart local is a strong focus. “We want to be the systems to make that strategy come to life,” he says. hyper-local, hyper-relevant and hyper-real time, and we’re do- Under McClain’s leadership, the retail giant continues to in- ing that,” McClain says. Going forward, there will be a stronger crease its content infrastructure to ensure that it reaches con- concentration on geo-targeting and building a content base sumers and shoppers as e"ectively as possible. “Shoppers have that allows for the real-time reaction to unplanned events; un- had a massive increase in content needs,” he says. “Our custom- derstanding what consumers need and when they need it, and ers are not only seeking, but they’re engaging in content in more making sure Walmart has the relevant content to support them. places and at more times than ever before. We want to make “Whether a snowstorm in the Northeast or a hurricane in sure we have the right content to meet the needs of customers Florida, we want to be able to push out content in real time wherever they are.” that will help our customers in any given location,” he says. As Walmart hones its ability to develop shopper marketing “We want to remind customers that whatever their needs, programs and partner with suppliers, it wants to create the most Walmart probably has that solution for them in our stores.”

15 JOHNSON & JOHNSON SALES & LOGISTICS CO. John T. King, Senior Director, U.S. Shopper and Category Management John King acknowledges that shopper marketing must focus on the entire path to purchase, but he still believes that “getting it right” at retail is critical. “Unless you have the in-store component right, focusing on any other part of that path is sort of irrelevant,” he says. There’s been a big push on the path to purchase and pre- shop in many of the categories in which Johnson & Johnson competes. “Those parts are so critical, and I think they’re sort of the sexy part of shopper marketing,” King says. “But at the end of the day, if we don’t have that item in distribution with the right adjacencies and the structure that de!nes the way that the consumer is going to scan and !nd that product once she’s [in-store] and ready to purchase, then we might not win with her. “I started out with a fairly traditional retail experience of try- ing to gain incremental display locations, endcaps, etc., but at the same time learning about the value of the retail experience,” he says. “Retail is so critical to how the shopper selects your products at the moment of truth.” It’s not just about making sure the right price tag is on the display, he adds, but also leveraging solution-based merchandising to help understand other things that could be part of the basket. King is responsible for the centralized shopper marketing and category management resources and capabilities developed across the J&J consumer group. His team acts as the “internal experts,” he says, responsible for representing the company in the dozens of categories and through the hun- dreds of products that are sold within health & beauty and wellness. “My team is responsible for developing the thinking and resources behind how we leverage that from a shopper perspective. We focus on developing internal expertise and customizing programs to meet the needs of retailers.” King says his team’s interaction with the brand teams, market research, retail teams, digital group and the company’s CRM department are all “critical to executing fully integrated campaigns.” Photo by Johnson & Johnson “ U nless you have the in-store component right, focusing on any other part of that path is sort of irrelevant.”

King cites the company’s “Build Your Own First Aid Kit” pro- graphic areas, there are times when sun care needs are year- motion that included its Band-Aid brand as a recent success. round, whether resort towns, airports or even cruise ships,” he And sun care is a big opportunity. “As you get down to cus- says. “Understanding and being able to react to those needs tomizing against the needs of shoppers within di"erent geo- allows us to meet shoppers’ needs.”

16 Richard Horris, Senior Dan Hennessy, Vice NESTLÉ!PURINA Shopper Marketing President, Channel Manager Marketing Ken Wilhelm, Managing Director, An eight-year veteran of Market Development Organization, Miller and MillerCoors, North America Hennessy has held a Craig Stoll, Senior Director of variety of brand and "eld marketing NESTLÉ!WATERS Customer Strategy & Solutions positions. He currently oversees the Pam Mashman Venn, MillerCoors portfolio of brands. He most Marketing Manager, recently led the Coors family of brands as MEYER CORP. Point-of-Sale senior marketing director. Ingrid Ellerbrock, Director of Consumer Je" Schouten, Channel Marketing & Shopper Marketing Director Ellerbrock leads a team of Royce Wills, General Manager – NEWELL RUBBERMAID marketers in developing South Texas the marketing strategy for Todd Boerema, Vice President, Meyer’s portfolio of brands and activating Channel Marketing with consumers and shoppers. MOM BRANDS Ed Cooper, Vice President, Channel Mark Arrington, Director of Sales Management Je"rey Kruskall, Vice Support & Customer Development President, Business Greg Jones, Director, Channel Development Marketing & Market Insights Kruskall collaborates with MONDELEZ Scott Werner, Director of Shopper sales and marketing in INTERNATIONAL Marketing & ISV building brand strategies Lisa Mann, Senior Vice President, across the Meyer portfolio. Global Gum Category NINTENDO OF AMERICA Rosa Ziebell, Vice President, Michael Tilley, Associate Director, Phillip Raub, Director, Marketing See pro!le on page 4 Shopper Marketing & Strategic Partnerships Retail Marketing MICROSOFT CORP. Kim Zenchak, Director, Shopper Marketing Bill Brownell, GM, World Wide Retail Services N Brownell is a Shopper Marketing Hall of Fame NBC UNIVERSAL STUDIOS NOVARTIS inductee. Elizabeth Bishop, Phil Asprelli, Director, Shopper Vice President, Insights & Marketing, Drug Channel Creative Marketing MIKE’S HARD LEMONADE CO. Cheryl Policastro, John Burn, Vice President, Retail Director, Shopper Marketing Insights & Marketing, Grocery Channel Sanjiv Gajiwala, Director, Marketing NESTLÉ Policastro has more than Activation Joe Radabaugh, 20 years of multi-functional Paul Jansky, Retail Marketing Divisional Vice President, experience that includes brand manage- Manager Category and Shopper ment, sales, shopper insights and shopper Excellence marketing. MILLERCOORS Radabaugh is a Shopper Michael Reinhardt, Craig Bosworth, Senior Sales Director, Marketing Hall of Fame inductee. Vice President, C-Stores Jill Schermerhorn, Shopper Marketing Customer Strategy Matt Dzarnowski, Director, Channel Manager Marketing, Large Format & Liquor NESTLÉ NUTRITION Glenn Deutsch, Director, Shopper Solutions

17 Ken Krasnow, Senior PRICE CHOPPER SUPERMARKETS O Director, Grocery ORGANIC VALLEY Krasnow oversees shopper Heidi Lorch Reale, Director of Shopper marketing across snacks & Digital Marketing Kelly Gibson, Director, Relationship and beverages within the Marketing grocery channel. Gibson and her team are charged with PROCTER & GAMBLE connecting consumers to the brand William Langford, Senior Matt Champion, North through integrated campaigns with in- Director, Shopper American Oral Care Brand and out-of-store elements, experiential Marketing Manager marketing and mobile tours, and "eld Langford leads the develop- Champion is responsible marketing. ment of national shopper for scale display programs marketing programs and and go-to-market strategy Lewis Goldstein, Executive Marketing initiatives for strategic accounts in the con- for the multibillion dollar oral care port- Director venience & gas, drug and dollar channels. folio. A previous role was as the customer team marketing manager for the P&G P Alexandra Liebler, Trade & Shopper portfolio at Walgreens. Marketing Director PEPSICO Jacques Hagopian, Jaime Mahoney, Director, Walmart Associate Marketing Kristine Abrahamson, Senior Director, Shopper Marketing Global Innovation Director, Global Jaime leads PepsiCo’s Walmart beverage Walmart Inc. Je" Dec, Senior Director, marketing team, which is responsible for Hagopian is a 17-year Beverage Shopper delivering all shopper programming, in- P&G veteran with a wide Marketing, Mass and Club cluding in-store, digital, and mobile brand breadth of experiences including manu- engagement. facturing, engineering, R&D, marketing Jason McDonell, Vice President, and sales. Currently he is responsible for all marketing programs and sta! across Tracey Doucette, Senior Marketing, PepsiCo Foods Canada the P&G portfolio of brands at Walmart Vice President, Customer Bryan Welsh, Vice and Walmart.com. Strategy, Field & Shopper President, Shopper Marketing Marketing James Illingworth, Doucette’s team develops Welsh’s team develops Associate Marketing the learning agenda that customer-speci"c pro- Director, Target uncovers key insights in collaboration grams to drive volume and After 16 years of experi- with customers, determines success met- equity for PepsiCo brands. ence in brand marketing, rics, develops programming that solves Illingworth took over shopper problems, and localizes it with leadership of the P&G Target customer the "eld marketing organization. She is a PERNOD RICARD USA marketing team about a year ago. His re- Shopper Marketing Hall of Fame inductee. Scot Henderson, Director, Customer sponsibilities include all marketing activi- Solutions ties executed at Target along with identi- Nicole Flavin, Senior "cation of new marketing innovation that Director, Drug/C&G/ Tim Murphy, Vice President, can enhance the guest experience and Dollar Marketing drive sales for both P&G and Target.

PFIZER Mark Je"reys, Associate Marketing Kevin Macero, Vice President, Director, Shopper Marketing Cecilia Hidalgo, Shopper Marketing & Shopper Marketing and Insights Joy Mead, Associate Marketing Trade Director Michael Merna, Director, Director, Food Channel Asif Hirji, Senior Director, Shopper Shopper Marketing Brian Messerschmitt, Customer Team Marketing Marketing Manager Bryan Jones, Senior PINNACLE FOODS Director, Beverage PUBLIX SUPER MARKETS Shopper Marketing, Dorothy Engelhardt, Grocery Senior Shopper Tim Cox, Director of Creative Services Jones leads PepsiCo’s Marketing Manager Mark Irby, Vice President, Marketing & regional grocery shopper Engelhardt has been in Advertising marketing team, which is responsible for the CPG industry for more expanding PepsiCo’s shopper marketing than 20 years with experi- e!orts and brand activation at retail with ence in trade marketing, merchandising, key regional customers. consumer promotions and shopper marketing. She worked at Reckitt Benckiser for more than 17 years. She heads up the shopper marketing group at Pinnacle.

18 SAFEWAY INC. Dimitri Haloulos, Group Vice President, Shopper Marketing Dimitri Haloulos realized his goal of “leading the growth agenda for brands” at Procter & Gamble after working on a sales team and gaining experience in sales, marketing and market research at the CPG giant. Two years ago, Safeway recruited Haloulos to be vice president, shopper marketing, a role that intrigued him because of the strides the retailer was making. “The capability and team that Mike Minasi was building in the consumer marketing group was impressive,” Haloulos says. “I wanted to be part of the team.” Safeway then promoted Haloulos to group vice president in early 2013. Now sitting at the helm of the shopper marketing group, he oversees a 55-person department that works on store concepts, regional marketing and innovation, planning and events, and core business and loyalty marketing. “Our group’s mission is to leverage shopper knowledge to create more e"ective marketing solutions to business problems; [and] to drive sales, share and pro!t while helping dif- ferentiate Safeway in the marketplace,” he says. “I’m now focused on integrating all di"erent events into a holistic plan and working collaboratively within our consumer marketing group and across the organization to drive a stronger marketing plan.” The launch of an activation program that puts a spotlight on new products at Safeway o"ers proof. Haloulos believes his team’s tactics are proving to be successful. “We’ve com- pleted more than four iterations and delivered strong business results in sales, share and ROI,” he says. “It’s a monthlong program that leverages the full path to purchase to drive awareness of new products and their bene!ts at Safeway. The mix includes Just For You, which we leverage to e$ciently in- cent trial and sample products to key targeted segments.” His team focuses on clearly de!ning the business issue, size of prize and strategy to win within its retail stores and with CPG partners. It leverages the right tools to engage shoppers where they’re receptive. Photo by Safeway “ I am focused on integrating all different events into a holistic plan and working collaboratively within our consumer marketing group and across the organization.”

Case in point: Coca-Cola and Safeway’s food-service busi- holistic marketing plan to achieve those goals.” In that case, he ness. “Coca-Cola clearly de!ned an opportunity around QSR, notes, Coca-Cola brought the opportunity to his team. what the shopper barriers were, and worked collaboratively Looking ahead, Haloulos expects his team “should see with our merchandising/marketing teams to come up with ex- larger programs with more depth that leverage multiple part- ecutable solutions,” Haloulos says. “Once these were aligned, ners to overcome a shopping barrier, driving both sales/share/ we looked at shoppers, their path to purchase, and created a pro!t as well as an equity attribute/association for Safeway.”

19 UNILEVER Kathy O’Brien, Vice President, Marketing to Shoppers When Kathy O’Brien was recruited into a Unilever sales train- ing program soon after graduating from Boston College, she was told that the job would not be a route into marketing. Fast-forward 25 years and O’Brien, with both sales and high- level marketing positions under her belt (as well as an MBA in marketing), sits at the helm of a 175-person team as the vice president, marketing to shoppers. “The big turning point was when I had the opportunity to work for the CEO when Unilever was merging subsidiaries Lever Bros., Chesebrough- Pond’s and Helene Curtis,” she says. As the assistant to the executive board, O’Brien watched as preparations were made for the merger. “It gave me a much wider view of the organization, and marketing became very interesting for me.” She assumed her current role in late summer 2012. She oversees category management and capabilities, shopper marketing, shopper insights, digital and e-commerce, brand communication and social, and in-store visibility, as well as two consumer groups, Hispanic and low-income. Having a background in both sales and marketing, she believes she has a unique perspective on shopper marketing. “We have to understand shoppers and how to market to them, but I believe you really need to understand retailing as well – and what is possible in-store and how to partner with key retailers.” O’Brien says that a recent campaign for Hellmann’s mayonnaise was truly driven by a shopper insight and “executed bril- liantly.” Knowing that 75% of moms have no idea what they are making for dinner at 4 p.m. every day, her team targeted them on recipe websites and shared a Parmesan-crusted chicken recipe that uses Hellmann’s. In-store displays featured the recipe as well as the mayonnaise, while also slotting space for retailers to add their private-label bread crumbs. “We en- couraged retailers to put the display alongside their chicken,” O’Brien says, noting that one retailer saw an 18% increase in chicken sales. Photo by Unilever “ We have to understand shoppers and how to says. “In the social space it was going well. People were tweeting about it, and he was at some cool market to them, but I believe you really need to events.” Reacting to the program’s success, Unilever’s understand retailing as well – and what is possible Target team approached the retailer about partnering in its auto racing program. The result was in-store and how to partner with key retailers.” a successful TV spot using a Target-sponsored race car, its driver and an appearance by the astronaut. To show quick thinking in shopper marketing, O’Brien O’Brien’s focus going forward is on the new path to pur- points to a program for the Axe Apollo line, which launched chase, she says, planning programs around pre-store, in-store in January. Unilever depicted an astronaut in TV spots that de- and post-store. “Our most successful programs start way be- buted during the Super Bowl. The astronaut’s image showed fore someone enters the store,” she says, adding that custom- up again for March Madness and the Kentucky Derby, as well ers will begin to see fewer, bigger and better programs driven as on in-store displays. “This was really catching !re,” she by key shopper insights.

20 Michael Minasi, SUNKIST GROWERS INC. R President, Marketing RALEY’S SUPERMARKETS Minasi oversees the com- Julie DeWolf, Director pany’s brand marketing, of Retail Marketing Tom Hutchison, Director, CRM, and advertising, digital market- DeWolf develops and Shopper Marketing Leader ing, consumer insight and manages the annual Citrus David Palmer, Vice President, shopper marketing functions. In addition, retail marketing budget Marketing & Consumer Relationships Minasi has general management respon- and strategic promo- sibility for Safeway’s e-commerce and tional plans for U.S. and Canada grocery consumer brands organizations. accounts, including Walmart, Kroger, RECKITT BENCKISER Safeway, SuperValu, Target, Loblaws and Matt Bell, Director, Sobeys. Shopper Marketing SC JOHNSON & Etailing Sean Carey, Director, Shopper SUPERVALU Marketing & New Channels Barry Johnson, Manager, Linda Crowder, Director, Shopper Marketing Andrea Bouwman, Shopper Shopper Marketing & Marketing Manager Promotions T TARGET CORP. REVLON INC. Shawn Gensch, Senior Vice President, Joanne Santos, Director, Marketing Customer Marketing Amy Dragland-Johnson, Director, Shopper Marketing Sarah Amundsen, Director, Store S Dragland-Johnson leads the Target, Drug Planning & Design and Food Shopper Marketing teams for Michael Ashling, Director, In-Store SAFEWAY INC. SC Johnson. Marketing Chris Almeida, Vice Lynn Farmer, Senior President, Shopper SCHNUCK MARKETS INC. Group Manager, In Store Marketing, Core Marketing Strategy & Business and Loyalty Larry Maggio, Director, Marketing Concept Development Almeida is responsible for Services Farmer provides strategic shopper marketing in Safe- consulting, concepts and way’s core business (perishables and non- SEVENTH GENERATION prototyping for marketing elements in- perishables) as well as pharmacy, fuel, gift Ken McFarland, Director, Shopper store. She leads large-scale strategy and card and loyalty. He is also responsible for Marketing guidelines for the U.S. and Canada, as well developing joint marketing opportunities McFarland oversees marketing and in- as long-term innovation for in-store mar- with Safeway’s CPG partners. novation for all Seventh Generation keting, including new store prototypes. Deb Fi#es, Vice President, categories, category management strat- Joe Perdew, Vice President, Store Consumer & Shopper egy, trade funding architecture, shopper Planning & Design Insights marketing, and customer supply chain Fi$es is responsible for management. David Plante, Senior Group Manager, establishing the insights Competitor Insights function at Safeway, lever- SONY COMPUTER ENTERTAINMENT Katie Richardson, Senior Group aging her CPG experience and applying AMERICA Manager, Visual Merchandising to retail. The primary responsibility of the Concept and Strategy department is the development, analysis Joby Hirschfeld, Director, Creative David Sommer, Director, Merchandise and socialization of custom research & Services, Channel Marketing & Events Presentation insight. She has worked for Information Resources Inc., The Clorox Co., Del Monte STARBUCKS COFFEE CO. and Quaker Oats. TYSON FOODS Rachel Chambers, Shopper Marketing Wendyjean Bennett, Director, Dimitri Haloulos, Group Vice Director Customer Marketing Sales Services President, Shopper Marketing Chambers creates shopper marketing See pro!le on Page 19 capability for the U.S. CPG business. T. Gill Fuqua, Brand Manager

21 U UNILEVER WALMART STORES INC. Aaron Crandall, Director, Shopper Janet Bareis, Vice President, UBISOFT Marketing Walmart and Club Merchandising Steve Carlin, Senior Carla Malin, Shopper Marketing Team Scott Hu", Senior Vice President, Director, Shopper Leader Customer Experience Marketing & Insights Carlin’s team interacts Kathy O’Brien, Vice President, Ken Mantel, Senior Director, with almost every group Marketing to Shoppers Marketing See pro!le on page 20 at Ubisoft, including sales, Clint McClain, Senior Director of brand and digital marketing, analytics and Gillian Pinchin, Director of Shopper Marketing See pro!le on page 15 operations. Marketing

WEGMANS FOOD MARKETS Andrew Simpson, Associate Director, UNITED SUPERMARKETS Retail & Shopper Marketing Tom DiNardo, Vice President, Sales, Simpson leads a team of "ve managers Monica Schierbaum, Director of Marketing, Pricing responsible for strategic development, Marketing tactical execution and budget management of all retail/shopper programs with W WHITEWAVE FOODS a focus on top-six U.S. retail accounts. Jim Blumberg, Director, WAKEFERN Integrated Marketing Cheryl Williams, Vice President of Blumberg is responsible UNIFIED GROCERS Digital Commerce and Innovation for the development and Sue Klug, Chief See pro!le on page 23 execution of consumer Marketing O"cer promotion programs. Klug is currently reworking WALGREEN CO. Chad Marston, Director Uni"ed’s Hispanic market- of Sales Strategy, ing program to move Crystal Fouchard, Retail Marketing Shopper Insights & cases at Uni"ed’s Hispanic Director Shopper Marketing retailers by tailoring marketing programs Marty Hogan, Divisional Vice Marston oversees sales to meet the needs of Hispanic shoppers. President, Marketing strategy, marketing and Amy Wagner, Director of Marketing, insights for White Wave. Consumables

22 WAKEFERN FOOD CORP. Cheryl Williams, Vice President of Digital Commerce and Innovation Cheryl Williams’ background in computer science has served her well. Since joining Wakefern in 1996, she’s worked as manager of retail systems and director of applications development, as well as vice president of marketing. The lat- ter role married marketing with shopper data, essentially the precursor to the retailer’s current focus on shopper marketing. “The position was created to focus on consumer-speci!c marketing by leveraging the insights available through our frequent shopper database,” she says. “The term ‘shopper marketing’ did not yet exist, but the work we did evolved to what we know as shopper marketing today.” When Wakefern executives wanted to advance the company’s digital e"orts, they once again tapped Williams to !ll a newly created position. Today, as vice president of digital commerce and innovation, she focuses speci!- cally on the digital path to purchase and works to ensure Wakefern’s “continued relevancy with the next generation of consumers.” Her “relatively small” department will continue to expand as the retailer furthers its focus on digital initiatives. Williams’ background enables her to approach marketing and digital commerce from an analytical perspective. Shop- per marketing campaigns at Wakefern span several departments, including procurement, advertising, merchandising, technology and consumer a"airs. Typically, she and her team implement simple programs that span short time frames, she says. “This allows us to touch our customers more fre- quently as well as test and learn.” Wakefern is the largest retailer-owned cooperative in the United States. Comprised of 45 members who individually own and operate 250 supermarkets under the ShopRite banner, the cooperative of independent grocers provides a structure that allows Williams’ team to easily execute ini- Photo by Wakefern “ The position was created to focus on consumer-specific marketing by leveraging the insights available through our frequent shopper database. The term ‘shopper marketing’ did not yet exist, but the work we did evolved to what we know as shopper marketing today.”

tiatives at the store level, she says. “This has always been a tives at Wakefern. The company has already added several point of di"erentiation – and strength – for our company.” new features to its Shoprite mobile app. Shoppers can place Wakefern’s PriceRite subsidiary also operates 50 stores. grocery orders and access digital coupons with personalized Moving forward, she predicts her team will continue to le- o"ers. The Digital Coupon Center allows shoppers to down- verage technology to enhance the shopper marketing initia- load coupons to their Price Plus Card.