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 , 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 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 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 WHOLESALE Kassan drives customer 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. social media, loyalty and personalization. Marketing Whitney Hardy, Vice President of Marketing + Enterprise Brand

4 Grant Pill, Vice President, General Manager of F H Digital Omnichannel Retail Business FAMILY DOLLAR STORES HANNAFORD Pill holds overall strategic Matthew Martin, Mark Bradeen, Director of and operational respon- Vice President, E-Commerce & Digital Marketing sibility for digital strategy, e-commerce Marketing & Customer John Giaquinto, Director of Customer and online merchandising, retail digital Experience Loyalty engagement, personalization technology & omnichannel operations functions. He Julie Girard, Manager of Customer leads a large team with passion for the cus- Donald Smith, Vice President, Loyalty tomer and deep knowledge of business to Marketing create a leading personalized, health and beauty omnichannel customer experience with a business model that drives signifi- Chuck Corbeil, General Vice President, cant organizational growth. Neil Norman, Director Marketing of Customer Loyalty & Diego Vaccarezza, Senior Director, Steve Kent, Director of Advertising/ Shopper Marketing Creative Retail Pharmacy Marketing Norman’s team launches one-to-one multichan- nel segment campaigns H-E-B D throughout the year designed to cultivate Chris Cecchine, Director customers to new levels of loyalty using of Targeted Marketing behavioral and attitudinal insights. It also and Shopper Loyalty works closely with CPGs and category Cecchine joined the strategy Jamie Collins, Vice President, and merchandising teams to deliver co- and loyalty team at H-E-B Marketing and Advertising marketing events in-store and online earlier this year. His previous digital events that bring excitement to the 17 years with the company include various customer shopping experience. DO IT BEST positions such as director of merchandis- Andrew Hufford, ing and marketing, director of operations, Advertising Director FRESH THYME FARMERS director of customer service, and store Hufford is responsible for leader. He is currently focused on evolving overseeing the customer MARKET targeted marketing efforts to further en- marketing, print and digital Colein Whicher, Director of Marketing hance shopper loyalty. advertising programs of- & Strategy fered to the 3,800 independent member- Twyla Lusk, Director, owned locations that make up Do it Best Strategy & Shopper Corp. Loyalty Development G Lusk has served H-E-B for 18 years and has experi- DOLLAR GENERAL GELSON’S MARKETS ence in grocery and general Yvonne Manganaro, Senior Director merchandise procurement management. Dave Stewart, Vice President, of Marketing In 2006, she began the strategy & shopper Marketing loyalty team, which has established target- ed shopper marketing as a viable platform. GOODYEAR TIRE & RUBBER Michael Dauberman, Senior Director, Paul Tepfenhart, Shopper & Interactive Marketing Vice President, Omnichannel Retail Tepfenhart leads the re- tailer’s omnichannel retail efforts including business functions of P/L, merchandising, strategy, innovation, supply chain, and technical systems for “click and collect,” local home delivery, ship to home, and omnichannel store shopping tools across five apps/sites.

5 RITE AID: JOHN LEARISH, Senior Vice President, Marketing

s part of the Rite Aid family for more than 22 years, John port 501(c)(3) charities that benefit children’s health and wellness. Learish has seen the drugstore chain through many sea- Through one partnership with Folds of Honor, which provides edu- sons. He joined the retailer in 1994 in marketing, then in cational scholarships to children of fallen and disabled veterans, the 2002 assumed responsibility for all advertising, promo- foundation has committed $6 million dollars to date. Ations, point-of-sale and special events. The senior vice president of marketing is part of a veteran leadership team that is guiding Rite Aid What are you most proud of during your 22-year tenure? forward, with its best results in years. Known as the “primary archi- Learish: I especially relish the role I’ve been able to play in helping tect” of the chain’s loyalty program, which has been a key element Rite Aid successfully complete a very difficult and, in many eyes, in the organization’s renewed growth, he’s also overseen the imple- unlikely turnaround. mentation of many technological innovations and its wellness store format, bringing a new shopping experience to drugstore customers. Rite Aid has had ups and downs throughout that time. How have you worked through them? What does your role look like today? Learish: Through strong leadership, a sound business plan that Learish: I’m responsible for developing overall brand and promo- included rebuilding a solid foundation, honest and consistent com- tional strategy, directing external agencies and leading the team re- munication with all of our stakeholders, and an incredible team, we sponsible for the successful execution of marketing plans. were able to right the ship and position Rite Aid as a leading retail healthcare company. How does your highly successful loyalty program drive what you do? Learish: Wellness+ with Plenti continues to be the overarching What motivates you through the challenges? marketing and promotional umbrella from which most of our mar- Learish: Rite Aid has long been a challenger brand. We’ve had to keting strategies originate. It drives our CRM program, our weekly find different ways to go to market, do it faster, take smart risks and circular and promotional executions, and has enabled very sophisti- innovate differently in order to effectively compete and win. I love cated programmatic targeting of our digital media. the twists and turns the business takes, and the challenge of react- ing to those changes to continue to drive results. Tell us about your KidCents program. Learish: Customers can round up their purchases in-store and on- What advice do you have for brands that want to work with your line to the nearest dollar, with their change going to KidCents, a organization? program operated by The Rite Aid Foundation to financially sup- Learish: We’re very collaborative. We recognize and appreciate the

Photo by Jennifer Stumbaugh

6 HOME DEPOT Joseph Wood, Vice President, Marketing, Dave Abbott, Vice President, Roundy’s Integrated Media/Online Marketing Wood was instrumental in the launch of the company’s resources that our partners bring to help Kevin Hofmann, President – Online & loyalty platform nearly 25 drive our mutual businesses. Chief Marketing Officer years ago. Today he leads the organiza- tion’s customer communications through What do manufacturers need to bring to HY-VEE print, broadcast, digital and social media, the table? all with an eye on personalization and rel- Learish: We need our partners to under- Donna Tweeten, evancy. stand our business and marketing objec- Executive Vice President, tives, draw from their experience and re- Chief Marketing Officer sources to bring us consumer insights and Tweeten notes key success- learnings to leverage, and help us develop es as the loyalty program KUM & GO, L.C. unique and disruptive strategies to drive launch, industry-leading Megan Elfers, Vice President, both our businesses. sales growth, and helping evolve the Marketing & Communications company’s brand with Seasons magazine Does your team expect brands to work and digital assets that garner some of the Chris Jones, Senior Vice President, within your programs, or pitch their highest numbers of social media followers Marketing own? in the industry. Learish: It’s a bit of both. Either way, we KWIK TRIP win when we can present the program to our customers in a way that is unique to Gary Gonczy, Director of Marketing Rite Aid, and aligns with our brand and I and Advertising business priorities. IGA How are you staying relevant in this Heidi Huff, Director of Marketing L omnichannel landscape? See profile on page 10 Learish: Digital channels have become LOWE’S increasingly important and command larger shares of our mix. The combination MARKETS Marci Grebstein, of our robust loyalty data and the abil- Chief Marketing Officer Jeanne Heithold, Director, Customer ity to target media programmatically has Grebstein is responsible for Marketing dramatically changed the way we’re able developing integrated mar- to reach our customers in contextually rel- keting and communications evant ways. strategies, including leading K digital marketing, consumer relationship Explain your heavy investment in the management, content strategy and devel- new service framework and your tagline K-VA-T FOOD STORES opment, and all advertising and media for “With Us, It’s Personal.” the U.S. home improvement business. Dan Glei, Executive Vice President, Learish: It’s harder and harder to keep Merchandising & Marketing customers loyal. There are far too many Paula Summers, Director, retail choices and not enough differen- Category Marketing tiation to own a shopper’s wallet. Fortu- KOHL’S Summers has been involved nately, we have the opportunity to win in the shopper marketing Emily Larsen, Senior Vice President, shoppers’ hearts and minds through the arena most of her career, Marketing relationship they have with their pharma- both as a manufacturer and cist and pharmacy teams. a retailer. She is excited to bring this ex- pertise to Lowe’s and continue the evolu- What do you see in retail’s future? tion of shopper marketing with its vendor Learish: Data will continue to be king. Natalie Ream, Vice President, partners. Retailers that best learn to leverage the Customer Communications & attitudinal and transactional behavior of Marketing Shannon Versaggi, Vice President, their customers to deliver relevant, per- Heinrich Stander, General Manager, Media and Planning sonalized, timely and valuable content to Digital Customer Solutions, their customers will win. They’ll utilize E-Commerce and Mobile their customer data to make decisions throughout the organization, and the key Jeff Talbot, Corporate Vice President, customer takeaway will be, “That store Customer Loyalty Marketing, gets me, and I don’t need to shop around.” Relationships and Insights

7 LUND FOOD HOLDINGS O SUPER MARKETS Phil Lombardo, Chief Marketing and Mark Irby, Vice President, Marketing & Merchandising Officer O’REILLY AUTO PARTS Advertising Doug Ruble, Vice President, Marketing LUXOTTICA GROUP Laurent Boury, Vice President, OFFICE DEPOT R Marketing North America Carolina Raineau, Vice President of RACETRAC Brand Strategy and Digital Marketing Joe Pflanz, Vice President, Melanie Isbill, Executive Director of Omnichannel and E-Commerce Eduardo Souchon, Marketing Senior Director, Category Management, M Omnichannel, and RALEY’S DMM for Copy and Print Kevin Curry, Senior Vice President MARSH Souchon defines the vision, Sales, Merchandising and Marketing strategic role and intent of product/service David Palmer, Senior Vice President – categories across all channels based on Bob Mariano, Director of Marketing, Sales & Advertising shopper/market insights. Omnichannel Production RITE AID Lanny Curtis, Director, Gerard Babitts, Senior Director, Customer Marketing P Digital Marketing In 26 years with Meijer, Cur- PETCO John Learish, Senior Vice President of tis has long been engaged Karime Benaissa, Vice President, Marketing See profile on page 6 with both shopper insights Digital Marketing & E-Commerce and the use of digital ca- pabilities. He currently oversees targeted Susan Dawson, Vice President, promotions, managing digital content, Media and Creative S multiple communication channels and business intelligence tools. Tim Moynihan, Director SAVE-A-LOT of Brand Marketing Jill Dearing Beckmann, Vice President Moynihan leads the team re- Lisa Henriksen, Senior Vice President, of Marketing and Advertising Marketing sponsible for driving brand marketing strategies and Danielle Bateman Nicole Laughlin, Vice President of integrated marketing plans Girondo, Senior Brand Development and Marketing for the multiple banners of this leader and Director of Marketing Michael Ross, innovator within the pet specialty retail and Advertising Vice President, marketplace. Girondo is responsible for Digital Shopping & marketing strategy, om- Customer Marketing nichannel marketing, marketing operations Ross leads customer mar- PETSMART and marketing relationship management. keting, loyalty, marketing Brent Cooke, Vice President of Loyalty, She has also just assumed the responsibility analytics, payment solutions, marketing, CRM & Marketing Insights of shopper marketing. digital/mobile marketing strategies and emerging technology for the Grand Rap- Joice Wirkus, Vice President, SAVE MART COS. ids, Michigan-based chain. Marketing Layla Kasha, PRICE CHOPPER Director of Marketing MICHAELS STORES and Advertising Blaine Bringhurst, Leading the teams respon- Stephen Carlotti, Executive Vice Senior Vice President, sible for shopper market- President, Marketing Sales, Merchandising ing and creative services, Michael Cooper, Vice President, and Marketing Kasha oversees program development and Customer Marketing and Insights multichannel campaign integration. This includes working collaboratively across the multiple merchandising teams within the retail banners that make up the Save Mart Cos.

8 Steve Moylan, Executive Director of Marketing See profile on page 2 U Shawn Gensch, Chief Marketing Kim Musgrave, Director Officer ULTA SALON, COSMETICS & of Customer Engagement FRAGRANCE & Promotions STAPLES Linh Peters, Senior Director, Loyalty Christine Mallon, Vice President, Marketing and Strategy Retail and Online Marketing

SCHNUCK MARKETS SUPERVALU Tracy Bowler, Chad Ferguson, Vice President, Vice President, Marketing V Marketing Operations and Consumer Insights VERIZON WIRELESS Bowler develops the mar- Ferguson is responsible for keting strategies focused corporate and retail ban- Karen Hadley, Associate Director, on driving trips and sales. ner marketing and insights, Partnerships Promotional and operational areas are her private brands marketing, digital customer key focus in ensuring a seamless end-to- experience for web, mobile, social, email end experience. Her passion is providing and e-commerce. He also leads the retail- customers with an experience that exceeds er’s efforts in retail strategy, customer re- W their expectations. search, sampling and promotional income. WAKEFERN FOOD Andrew Nadin, Chief Marketing Karen Gozzi, Vice President, Social Officer Media, Digital Advertising and Content T Creation SEARS HOLDINGS Steve Henig, Vice TOPS MARKETS President, Corporate Bill Kiss, Senior Vice President, Diane Colgan, Senior Merchandising and Chief Marketing Officer, Head of Vice President, Marketing Marketing Omnichannel and E-Commerce & Decision Support Henig began his career at Colgan oversees the com- Wakefern in 1991 in the gen- pany’s brand portfolio eral merchandise division. He has been in and all marketing activities his current post since 2011 and is respon- Sharry Cramond, including strategy development, commu- sible for the company’s corporate sales Executive Vice President nications, advertising, promotion, digital and marketing programs, private-label of Marketing & engagement, shopper marketing and sales, shopper marketing department and Communications private brands. She also leads the decision loyalty marketing efforts. Cramond oversees the support teams on pricing and business planning, execution and analytics. management of all marketing and com- WALGREENS munications functions to drive sales, build the brand and engage associates. Amy Spears, Divisional Vice President, TRUE VALUE Creative Advertising and Marketing Mario Mijares, Senior Vice President, Blake Fohl, Chief Customer Officer, Digital Strategy & Loyalty Senior Vice President of Marketing

SPARTANNASH Ron Cox, Director, Consumer Marketing and Planning Cox is directly responsible for all one-to-one marketing initiatives within the orga- nization. With more than 25 years of CRM experience, he leads a team that manages the loyalty, e-commerce and analytic ac- tivities for the company.

9 IGA: HEIDI HUFF, Director of Marketing

raining and practicing as a paramedic isn’t a typical route dinated promotional program designed to build sales revenue and to a role in marketing, but Heidi Huff is proud of the path capture new data points. her career has taken. After five years as a paramedic, she worked in the restaurant industry and then took some Why is it important? Ttime off to stay home with her daughter. Mentioning to an ac- Huff: Performance Insights is a shopper marketing program that quaintance that she wanted to get back into the business world, brings national brand offers to IGA shoppers. Additionally, it allows it turned out that he was seeking someone outside the grocery IGA to gather data from 600 of our independent retailers. This has industry to build consumer marketing programs at IGA (Inde- never been done before. pendent Grocers Alliance). The fact that she would be one of the only shopper moms on staff was also a plus. “Being a paramedic And with that data … is about taking care of people and them knowing they are in good Huff: We create even bigger programs. We can share insights with hands,” says Huff. “And the restaurant business, that’s all about brands and work with them to create IGA-specific shopper market- customer service. Today, I’m still focused on caring for individu- ing offers. It’s key because independent retailers typically do not get als – small business owners – and making sure their independent the attention that large chains might. grocery stores are thriving.” What other projects are you working on? You are currently director of marketing. What is that role like? Huff: Digital offers. Shoppers receive an email with personalized Huff: Very broad. I manage everything from the marketing pro- offers for the week. It aggregates coupons and gives brands opportu- grams created for our retailers to the relationships that IGA has with nities to do some specific offers for IGA. CPG/manufacturing companies and select service providers. What would you like brands to know about IGA? In your eight years and counting with IGA, what is something Huff: Think differently about us because IGA is made up of 1,100 you’re most proud of? independently owned and operated stores across the country. We Huff: IGA’s Performance Insights program – our nationwide, coor- are not your traditional grocery chain.

Photo by Brian Morrison

10 Jamie Sohosky, Vice President, Marketing, John Boswell III, Senior Vice President, Customer Experience Marketing, Insights & E-Commerce, Sohosky works to create a Sam’s Club How so? simple, engaging and seam- Huff: In many marketing instances, we Chad Fox, Vice President of less shopping experience at go to market differently. This is an oppor- Advertising retail locations. She is responsible for shop- tunity for brands to be able to work with per marketing, visual merchandising, re- Matthew Parry, Senior independent grocers and leverage our size tailtainment, store innovation and technol- Marketing Director – and scale. We can be successful together, ogy, and store/format-specific marketing. Customer Experience & but we won’t necessarily get there in the Shopper Marketing traditional way. Come on, this can be fun! Parry leads the retailer’s FOOD MARKETS shopper marketing and in- Should brands bring their own John Derby, Director of Advertising programs, or be prepared to work with store customer experience/engagement yours? efforts. He also leads shopper strategy and Tom DiNardo, Vice President, Sales, Huff: Both, and sometimes together we customer insights, digital, technology and Marketing, Pricing create something totally new. Our office is omnichannel in-store integration. His goal small and nimble yet our retail footprint is is to build a customer experience innova- large in scale. IGA is a great place to test tion team to deliver multiple in-store expe- and learn. rience and technology pilots. Brian Holt, Vice President, Marketing, Advertising & Public Relations Can you name a professional challenge? Tony Rogers, Senior Vice President Huff: Learning the grocery business. I and Chief Marketing Officer of Walmart did, and still do, ask a lot of questions. U.S. Equally important is to listen to the an- Sonya Oblisk, Global Vice President of swers and what independent retailers Marketing need. Keith Stewart, Senior Director And a personal success? of Marketing Huff: Continually increasing impact from an unconventional starting point in a very traditional business.

What motivates you? Huff: Knowing that what we do helps small businesses across the country.

What changes have you seen in shopper marketing? Huff: From the brands in charge to now the shopper being in charge. She knows what she wants and where she can get it. We will only be stuck if we cannot see this and adapt.

What about shopper marketing gives you pause? Huff: Are we doing it right? Are we guid- ing our retailers in the right direction? Are they listening? What is the “magic bullet” that will keep independent grocers not only surviving but thriving in today’s en- vironment? We feel very responsible for helping IGA retailers do well.

That responsibility inspires you? Huff: Everyone knows I am always fight- ing for them. I feel very passionate about my ownership – “my” retailers, “my” part- ners, “my” wholesalers. I am here for them © Copyright 2016. Path to Purchase Institute, Inc., Chicago, Illinois U.S.A. All rights reserved under both international and and will go to bat for them, making sure Pan-American copyright conventions. No reproduction of any part of this material may be made without the prior written they are successful. consent of the copyright holder. Any copyright infringement will be prosecuted to the fullest extent of the law. 11