In Marketing at Leading Retailers
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As seen in IN MARKETING AT LEADING RETAILERS Our inaugural report focusing directly on top retailers identifies more than 100 executives, with expanded profiles of individuals from Rite Aid, Save Mart and IGA. SAVE MART COS.: STEVE MOYLAN, Executive Director of Marketing teve Moylan has been a marketer for more than 25 years. Nevada. The role includes everything within the marketing func- He started on the agency side in account executive roles tion, including brand, shopper marketing, digital and mobile mar- at DDB and Grey San Francisco, then became a senior ac- keting, loyalty, advertising, sponsorships, events, etc. count manager at EvansGroup Marketing Communications. SMoylan then moved to the corporate side at Mervyn’s, a division of How has this experience been different than your previous Target. There, he led a 45-person marketing team as group marketing functional roles within marketing for larger companies? manager. He further honed his marketing expertise over 12 years at Moylan: It’s certainly the scope of responsibilities. And this will Safeway in functional leadership roles in advertising, marketing ac- sound funny, but you need to be much more deliberate in the choic- count management and shopper marketing. After a brief foray back es you make in terms of marketing and investment strategies. You into the agency side as senior vice president and director of the food really have to limit the opportunity to not be successful. B2B practice at Ketchum, he returned to the supermarket business in March as executive director of marketing for The Save Mart Cos. Any signature projects you’re working on right now? in Modesto, California. Moylan: I arrived here right in the middle of a company transfor- mation with an eye on the future. We’ve invested significantly and How would you describe your new role at Save Mart? have a very defined banner strategy. So we have Save Mart Super- Moylan: I lead the marketing function for the company. That en- markets with a new brand strategy. We’re launching and refining a compasses all of our retail banners, including more than 200 loca- new concept store for our Lucky banner. And we’re refreshing all of tions across northern California, the Central Valley and northern our FoodMaxx stores. Photo by Timothy Shonnard 2 Amy Hahn, Senior Vice ICON KEY President of Marketing Institute member Hahn is a passionate leader who thrives on driving posi- In your current role, do you have any tive change and growth. advice for brands that want to work with She leads development in your organization? strategic marketing, market insights & ana- Moylan: The easy advice is to pick up 7-ELEVEN lytics, media, brand development, digital the phone and find out how we align on innovation and loyalty. objectives. We’re a smaller regional player Angela Carrales, Senior Director of and we don’t apologize for it. But it can Marketing Jeff Sigel, Vice President, Brand and probably should work to our advan- Laura Gordon, Vice & Marketing Planning tage and for any brands or suppliers who President, Marketing want to work with us. If we focus on the and Brand Innovation Sigel is responsible for right success measures and execution, our calendar planning, brand Gordon leads insights, brand size should provide benefits for us both in positioning and customer marketing, targeted market- allowing test-and-learn opportunities and messaging for the Ahold banners. ing (digital, social media, in program deployment and activation. local) and loyalty efforts at the company. , With programs like “Bring Your Own Cup Matt Simon How are you tackling the omnichannel Vice President, Loyalty Day,” “7Rewards Week” and “Awesomeness landscape? & Digital Marketing Guaranteed,” her team is creating new Moylan: Right now, our focus is on trans- experiences to attract, engage and retain Simon leads the team that forming the in-store experience to ensure customers. runs the development of every shopper’s visit is consistent and strategy and execution for remarkable. We’re heavily investing in the core customer loyalty program, per- renovating the stores. But all that said, we sonalized offerings, and digital marketing are hyper-aware, observing and in some and innovation efforts across the Ahold cases engaging on omnichannel. Testing A USA portfolio of local brands. it ourselves but also watching for a profit- able grocery model to emerge. It doesn’t ACE HARDWARE mean we’re sitting on the sidelines. We’re Jeff Gooding, Senior Director of ALBERTSONS COS. just being deliberate in how we’re going to Marketing and Advertising invest both in time and budget. Heidi Greenwald, Manager, Customer Marketing, Shaw’s AHOLD USA What challenge in your career were you Karl Meinhardt, most proud to overcome? Carrie Bienkowski, Vice President, Social Moylan: It was in my first marketing Chief Marketing Officer/ & Digital Marketing management role. I can readily admit how Senior Vice President Meinhardt oversees all as- unprepared I was. You have to figure out of Marketing, Peapod all of these things simultaneously, none of pects of digital and social Bienkowski oversees the strategy and marketing. which you’re fully prepared for: the lead- marketing strategy and op- ership, the strategy, figuring out your own Having built the team from scratch, he has erations to drive new customer acquisition, led it to award-winning social engagement voice, ensuring that you’re being brand- retention and loyalty. She is charged with consistent, the vision. You hit a num- programs, nominations for innovation and creating a differentiated customer experi- a reputation in the CPG vendor commu- ber of different sink-or-swim moments ence and optimized customer journey where you could drown at any time. And nity as the “go to” team for leading-edge across multiple platforms and devices, and customer experiences. it seems overly simplistic, but you screw delivering data-driven insights that gener- some things up, you learn along the way ate growth. and you don’t let it consume you. Karen Sales, Vice President of Linda Crowder, Marketing and Shopper How has your varied agency and Senior Director, Sales has leadership of all corporate background been an asset for Peapod Interactive your career? national marketing initia- Crowder is responsible for Moylan: I have a unique empathy for tives, shopper marketing leading all of the third-party both sides of the table, largely because I vendor negotiations, strategic planning partnerships for Ahold USA’s know how the decisions get made on both and marketing execution for the 2,300- Peapod online grocery. She works with sides. But it also allows me to filter out a plus Albertsons Cos. stores. manufacturers and media partners to de- lot of the hyperbole. I tend to be a pretty liver strong values and engaging content open leader. I tend to say what’s on my Shane Sampson, Executive Vice to Peapod shoppers. mind … appropriately. President, Marketing & Merchandising, Chief Marketing Officer Gregg Dorazio, Director of Brand Marketing 3 B BIG LOTS STORES COBORN’S Andrew Stein, Senior Vice President, Dennis Host, Vice President, BARNES & NOBLE Chief Customer Officer and Chief Marketing Matt Kassan, Director of Marketing Officer CRM Marketing COSTCO WHOLESALE Kassan drives customer BIG Y FOODS activation, ongoing engage- Paul Latham, Senior Vice President, ment and retention via the Harry Kimball, Director of Database Membership, Marketing Services email and push notifica- Marketing Amy Norton, Director, Online tion channels. He previously worked in Marketing brand management and e-commerce at BJ’S WHOLESALE CLUB Nintendo, Blizzard Entertainment and The Robin Ross, Senior Director, Corporate Walt Disney Co. Bari Harlam, Executive Vice President, Marketing & Membership Membership, Marketing & Analytics CVS HEALTH BED BATH & BEYOND BROOKSHIRE GROCERY Jim Halliday, Vice President, Norman de Greve, Chris Hardin, Director, Brands and Digital Marketing Senior Vice President/ Consumer Strategy Chief Marketing Officer Scott Hames, Senior Vice President, Neal Leonhardt, Executive Vice De Greve is responsible for Marketing and Analytics President of Sales and Marketing developing and implement- Tom Kuypers, Vice President of Digital ing a comprehensive mar- Marketing & CRM keting strategy across the enterprise that builds the CVS Health brand and clearly C positions the company as the preferred BEVERAGES & MORE pharmacy innovation company. CABELA’S Hana Kim, Heidi Devlin, Vice President, Director of Marketing Andrea Grant, Director of Digital Advertising, Retail Kim leads the strategy, posi- Marketing Devlin joined the company more than 30 tioning and marketing initia- years ago. She assumed her present posi- tives for the company and CARPET ONE FLOOR & HOME tion in 2002. In this role, she oversees ad- oversees the development vertising for the company’s Retail division of its integrated omnichannel marketing Janice Jacobs, which consists of more than 7,800 retail programs to deliver on KPIs. She manages Vice President of stores. the annual planning process, and leverag- Marketing es data and insights to drive engagement Jacobs leads the brand’s and build loyalty with shoppers. marketing strategy to Brett Gerstenblatt, attract, engage and con- Vice President, Executive Creative Tamara Pattison, vert shoppers into customers. Her team Director Senior Vice President, launched an industry-leading website, Chief Marketing and with 800-plus microsites for locally owned Gerstenblatt played a core Information Officer stores. She has more than 20 years’ market- role in the development and launch of the CVS Health brand and the Pattison is responsible ing and merchandising experience with company’s campaign to exit tobacco. He for the management of CVS, Staples and Ross Stores. works with senior leaders to promote the BevMo’s newly combined marketing and company’s purpose, strategy and values, technology functions and the evolution of and leads the ideation and implementa- its customer-driven omnichannel strategy CASEY’S GENERAL STORES tion of brand identity systems, marketing including digital and mobile commerce, Mike Richardson, Vice President, campaigns and customer experiences.