Who’s Who in CUSTOMER TEAMS at

As seen in Customer TEAMS As manufacturers moved closer to their retail customers, a shift in the supplier-retailer relationship resulted

By Sharon M. Goldman t was the ultimate “Field of Dreams” sce- ently.’ That became our mantra going forward.” nario: If you build it, they will come. In Soon after, the CPG powerhouse had a custom- I 1987, Procter & Gamble helped negotiate er team in place in Northwest Arkansas, ready the first customer team operation, putting to call on Walmart at a moment’s notice, 24/7. the manufacturer’s boots on the ground in It didn’t take long for other CPGs to catch a customer’s HQ city. It was in Bentonville, on. Muccio, who led the development of the Arkansas – home of Walmart. Walmart team and ultimately served as lead- A P&G study had found the company’s re- er of the P&G-Walmart global relationship lationship with the retailer lacking: Category through 2003, says there are more than 1,000 expansion was disappointing; divisions over- customer teams in Northwest Arkansas today lapped in calling on the client; and trust be- consisting of at least six team members each. tween the two organizations was as low as it And other cities with a major retail headquar- had ever been. “[Walmart founder] Sam Wal- ters have also become accustomed to thou- ton’s comment was, ‘If I want to punish any sands of customer team members living in of my buyers, I put them on P&G’s business,’” the community – collaborating with retail em- recalls former P&G executive Tom Muccio of ployees in the home office, eating with them the challenges the manufacturer faced in its in local restaurants, and joining them for cof- Walmart business. “But then Sam said, ‘If you fee or a drink. There’s Cincinnati for ; thought of my stores as an extension of your Minneapolis for Target; Pleasanton, Califor- company, we would do business entirely differ- nia, for Safeway; Issaquah, Washington, for 2 FEATURE: CUSTOMER TEAMS ; and Deerfield, Illinois, for Walgreens. “These are whole communities that are there for the sole purpose of doing busi- ness with the retailer,” says Dina Howell, CEO of Saatchi & Saatchi X and previously P&G vice president, global media and brand op- erations, who worked for seven years on the Walmart team. “Work really runs at the speed of retail, so you don’t have time to figure out how to get a flight in to get work done. You have to be there, in person.” Putting a customer team in place is an ex- pensive and complicated endeavor, especially a large one with a variety of functions includ- ing sales, finance, supply chain and market- ing. But it has become the norm for major CPGs. “It’s mandatory for the biggest CPGs,” This Google map shows the locations of a says Howell. “And for agencies like ours, it’s multitude of major CPG customer team offices that are in proximity to Walmart’s Bentonville also a real competitive advantage to be in headquarters. directly with our manufacturing partners working alongside retail partners.” depending on the size of the company, the expectations of the retailer and how the team Teams in all Shapes and Sizes evolved within the organization. “It’s all over Industry experts say the one thing you can be the board – you’ll find that every CPG team is sure of is that every customer team is different, structured differently,” says Evan Anthony, a

“ Work really runs at the speed of retail, so you don’t have time to figure out how to get a flight in to get work done. You have to be there, in person.”

Dina Howell, CEO of Saatchi & Saatchi X

3 FEATURE: CUSTOMER TEAMS Customer Teams From the Ground Up In the mid-1980s, CPGs had the “Most Walmart people didn’t want clout. Most retailers were re- us to be there, but Sam said to gional – none were interna- give us a chance.” tional – and they typically As soon as the P&G viewed CPGs very tactically. Walmart customer team Suppliers influenced buy- was announced, other re- ing, merchandising and tailers were quick to react logistics decisions, but because they felt Walmart they were not considered a had gained a competi- strategic part of the retailer’s tive advantage. “As a result business. of starting those teams, P&G The P&G customer team for quickly went to Walmart competi- Walmart, established in 1987 and led Tom Muccio tors such as Target, Kmart and Costco.” by Tom Muccio, changed all of that and put It took other CPGs some time – 18 months into motion a seismic shift in the retailer- to two years – to get their own teams on supplier relationship. “We realized we had the ground in Bentonville and other retailer been very arrogant,” says Muccio, who’s now HQ cities. “They didn’t understand how retired. “We measured everything by P&G’s customer teams worked,” says Muccio. “”We fiscal year, not the retailer’s. We had our also tried to leverage P&G’s size, scale and own internal measurements. We had seven scope.” or eight different product divisions, and we These days, the customer team landscape didn’t have anything that told what the total has changed, Muccio says. “The dynamics value of a customer was to P&G.” are different. Retailers are the big dogs, not Worst of all, he remembers, was the con- CPGs. Five of P&G’s retailers have higher frontational language. “We referred to them sales than P&G does.” as accounts, they called us vendors. We real- Shopper marketing is a growing opportu- ized that dynamic was ‘them’ against ‘us.’ nity, he adds, but both customer teams and We needed to approach our customers on a retailers have yet to fully push the envelope more strategic basis.” in terms of broader shopper themes such Walmart welcomed the new customer as health and wellness. “There is still money team. At least, Walmart founder Sam Walton being left on the table,” he says. “It will take did. “He believed it showed the commitment a breakthrough in thinking.” of P&G wanting to change,” says Muccio. — Sharon M. Goldman

4 FEATURE: CUSTOMER TEAMS retail shopper marketing consultant and for- growth. They expect us to fully engage along mer Kroger marketing executive who spent the entire path to purchase, and they engage more than 30 years with the retailer. “There and collaborate with us to win with their are different shapes, sizes, levels of support; shoppers.” some have shopper marketing, some don’t.” Every on-site customer team needs a lead- John Mount, vice president of commer- er, and these positions tend to be very senior, cial operations & marketing at The Coca-Cola says Howell. “I can’t think of anyone who is Co., previously co-led one of Coca-Cola’s to- not a vice president. And most often, they tal beverage customer teams in Cincinnati. are from sales or general management. They He says many of Coca-Cola’s teams include need to be capable of running a multifunc- field operations and national account execu- tional team.” tives to call on the largest customers’ divisions The bottom line is that the CPGs need to and regions. In addition, they also typically fit their teams into the framework the retailer include cross-functional subject matter ex- works in, but how each manufacturer deals perts who support revenue management, with those challenges may be different, says category management, finance and shopper Mike McMahon, previously vice president of marketing. integrated marketing at ConAgra Foods and “Our customers expect us to have all of the now head of shopper marketing at Datalogix. key disciplines in place to help them win,” “The way we put things in place at ConAgra Mount says. “They want a holistic value prop- was to push the majority of the decision rights osition that drives topline revenue and profit for spending and program development into

“ There’s nothing better than when the entire customer team is rallying around one common vision or objective. Everyone takes a lot of pride in working to become our customer’s most valued supplier.”

John Mount, vice president of commercial operations & marketing, The Coca-Cola Co.

5 FEATURE: CUSTOMER TEAMS the hands of the people in the field, but we to work at retailers,” she says. “Others were still made sure we touched base and had extremely skeptical.” people come back [to the Chicago office],” he When McMahon joined ConAgra in 2004, says. “Other companies pushed those rights shopper marketing wasn’t part of most of into the field, but connectivity didn’t always the company’s customer teams, which typi- come back.” cally included folks from sales, operations and In addition, McMahon points out, at category management. But retailers were be- ConAgra the on-site marketing team reported coming more sophisticated and were hiring to the CMO, whereas at other companies that classically trained CPG marketers to head up team might report up through sales. “And their own data-driven efforts. often, a company might not be large enough “That put demands on the manufactur- to deploy so many resources,” he says. “They ing community that the sales guys were not might bring in agencies to help cover a lot of prepared to fulfill,” says McMahon. “There the gaps in coverage at HQ.” was a pressure from the retailer side for us to become less fragmented and smarter about Shopper Marketing Migrates how we won the confidence of our retailers.” When the first customer teams evolved at the Those demands, he explains, turned into a largest retailers in the late 1980s, marketing high-level organizational strategy discus- was not a part of the team’s structure. That all sion, which led to an increased investment changed when Howell joined P&G’s Walmart in an on-site shopper marketing presence at team in 1997. “At P&G, we had begun to create Walmart, and other retailers and the concept of what we called customer mar- arming them with budgets and data. keting,” she says. “And we realized we could “We pushed as many of our resources into work in conjunction with retailers to impact the field as we possibly could,” he says. “That shoppers and change their behavior at the means all the shopper marketing people on store level.” the Walmart team, the team, the Safe- Soon, Howell realized that P&G needed to way team – they all were pushed out to the prove out their concepts – which included customer team location. Suddenly the head the new-at-the-time concept of navigation- of the Walmart team had a marketing insights al signs to guide customers toward specific person he could lean on.” aisles – and that she needed to be on-site – at Walmart headquarters. “I was the lone wolf The Data-Driven Future out there,” she says. Many CPGs have not integrated shopper There were, not surprisingly, various re- marketing into their customer teams. “You’d actions to shopper marketers joining the be shocked by how many brands don’t even customer team. “Plenty of people were wel- have one,” says Anthony. However, the advent coming with open arms and appreciated the of data into marketing has, overall, shifted investment to bring marketing knowledge the entire structure of on-site teams. “If there

6 FEATURE: CUSTOMER TEAMS was no big data, teams would look the same way they did 10 years ago,” Anthony says. Who’s Who in “But now you have the maturity of Kroger and Safeway and others. They demand a common language between them and CUSTOMER their suppliers.” The shopper, Howell emphasizes, is TEAMS firmly in charge – which means the future for shopper marketing on customer teams is at Walmart very bright: “There is so much more potential for collaboration between CPGs and retailers than you could have imagined 20 years ago. Abbott Nutrition Shopper marketing has truly become inte- EMILY ANDERSON, grated in how retailers and manufacturers go Associate Shopper to market.” Marketing Manager Anderson began her career Constant Collaboration, as a sales representative with Value-Added Solutions Abbott in Seattle but moved The experience of working on an on-site cus- to Bentonville for a position in sales analytics tomer team was “transformative,” says How- for Abbott’s pediatrics brands at Walmart. Join- ell, who adds that it allowed her to learn about ing the company’s shopper marketing group team dynamics and different functions that in 2013, she now supports the development of all worked toward the same goals: delighting shopper platforms based on insights that align shoppers, delighting retailers and growing brand and customer marketing objectives to share for P&G. create consumer-relevant programs. “There’s nothing better than when the en- tire customer team is rallying around one com- mon vision or objective. Everyone takes a lot Alcon Labs of pride in working to become our customer’s ANDI PRATT, Senior most valued supplier,” says Mount about his Shopper Marketing years on Coca-Cola’s customer team. “It’s a ton Manager of fun being in constant collaboration with the Pratt serves as Alcon’s stra- customer and building a value-oriented rela- tegic retailer engagement tionship. You’re problem solving with the cus- lead for Walmart and Tar- tomer; you’re creating value-added solutions get. She previously held positions at Nestlé that may not always be within your expertise, as Walmart shopper marketing for frozen and you’re engaging in different departments foods, JWT Action on the Nestlé account, across the customer.” SM and CJRW agency supporting Tyson Foods. 7 WHO’S WHO IN CUSTOMER TEAMS AT WALMART Anheuser-Busch is responsible for leading a cross-functional team executing sales plans and developing RANDY ORNSTEIN, strategic marketing programs for sell-in to Vice President of Sales, Walmart. Prior to joining Barilla, Wade also Walmart and Sam’s held a variety of sales roles at Sara Lee. Club, Anheuser-Busch Team Ornstein works with the Bayer HealthCare entire beer-buying team on its joint busi- MARYBETH GOODMAN, Vice ness plan process to drive beer sales. During President of Sales, National Mass his 10-year career at Anheuser-Busch, he SCOTT MATHEWS, Team Leader has spent six in Bentonville on the category team in various positions and has also led STEVE MORANTE, Vice President – category management efforts for the large- Field Sales format channel in St. Louis. Beiersdorf Barilla CANDACE CLARK FRIEDMAN, NINA MLYNEK, National Account Manager Shopper Marketing Manager Bic Consumer Products Mlynek is responsible for USA strategy, planning and ex- MICHAEL SEVART, ecution of retailer-specific Director of Sales, marketing programs at Walmart, Target, Walmart/Sam’s Club Safeway and BJ’s. Prior to her work at Barilla, Team she helped develop 52 new frozen food Sevart has 20 years’ experi- corporate brand items for Kroger and also ence working in the retail worked for a consumer experience research channel, the last 15 directly managing the agency and clients such as P&G, Chrysler high-growth, high P&L focus of the Walmart/ and ConAgra. Sam’s Club business. He has worked for JON WADE, Walmart Walmart CPG supplier teams for companies Team Leader with brands such as Advil, Black & Decker Wade has spent 14 years and Welch’s, and has a proven track record with Barilla America, serv- of success at Walmart, earning multiple Sup- ing as Walmart Team Leader plier of the Year/Quarter awards. for the past two years. He

8 WHO’S WHO IN CUSTOMER TEAMS AT WALMART Big Heart Pet Brands The Clorox Co. JEFF RATCLIFF, Vice President, JEFF TOMBLIN, Customer Team Sales, Walmart & Sam’s Club Team Lead, Walmart

Bissell Homecare The Coca-Cola Co. STEVE GALEN, Senior Global JAMES BECK, Director, Walmart/Sam’s Club Group Vice President, Shopper Marketing Brown-Forman Beck and his team lead shopper marketing collabo- ELIZABETH OWENS, National ration efforts for Coca-Cola’s Account Manager portfolio of brands with Walmart and Sam’s Club on both a national and local market Bumble Bee Seafoods level. His work history includes 16 years ALLAN JACKSON, Vice President, spanning brand, retail and digital signage Business Development and shopper marketing. ROB GEHRING, President, Walmart Campbell Soup Co. Global Team TIM KWAN, Vice President, Walmart U.S. Colgate-Palmolive Prior to joining Campbell PATRICK CASEY, three years ago, Kwan spent Shopper Marketing 10 years at Kraft Foods in Director, Walmart the U.S. and Canada. He is Casey leads the shopper currently focused on strategically aligning marketing strategy and Walmart HQ and the customer in both the execution for Colgate’s oral, short and long term to achieve sustainable, personal care and home care businesses profitable and enterprise-wide growth. at Walmart. A marketing professional with 15 years of experience in brand/general Church & Dwight management and innovation with Colgate- Palmolive, he has held senior-level Canadian, BRIAN LYNCH, Walmart Team global marketing and U.S. positions. Leader

9 WHO’S WHO IN CUSTOMER TEAMS AT WALMART HANK SCHEPERS, Dell General Manager – Walmart Team KELLY MATTRAN, Shopper Marketing Schepers leads a cross-func- Account Manager tional team on the ground for Colgate’s largest global Mattran recently joined customer. His responsibilities include full Dell’s shopper marketing ac- P&L accountability, senior-level customer count management group, engagement, strategic planning and people where she works on the mass/club channel development. Schepers has spent 29 years and partners with sales teams to lead shop- with the company, most recently serving as per marketing agenda for Dell in Walmart, director for PetSmart. Sam’s Club and Costco. Prior to joining Dell, she worked for PepsiCo and Starbucks Corp. ConAgra Foods Disney Consumer ROBERT ROSALES, Senior Vice Products President – Global Strategy SUSAN VAN HOSEN, TOM LISI, Senior Director, Senior Vice President, Shopper Marketing North America Sales With Disney in various roles Conair Corp. since 2001, Van Hosen leads WILL MALATESTA, Walmart Team the Disney Integrated Retail Leader team in the U.S. and Canada, driving retail strategy and sales for Disney Consumer Coty Beauty Products licensing, Disney Publishing, Disney Interactive and Studio Home Entertainment PAUL PRITCHARD, for licensed and vertical merchandise at key Vice President – Team retailers. Leader, Walmart & Sam’s Club A senior leader with more Dr Pepper Snapple Group than 20 years of experience LEAH BACH, Shopper Marketing in global sales and marketing, ranging from Manager – Walmart startups to Fortune 100 companies, Pritchard acts as the general manager for a cross-func- tional team of 24 people responsible for more than 1,200 items at Walmart & Sam’s Club.

10 WHO’S WHO IN CUSTOMER TEAMS AT WALMART E&J Gallo Winery Fleet Laboratories JOE FARNAN, Vice President, Sales KEVIN HANEY, Director of Trade & Category Electronic Arts Inc. Development As the Walmart Team leader T. RYAN JAMES, Senior for Fleet Laboratories, Haney Director of Sales and is responsible for strategic Team Leader, U.S. Mass planning, tactical account management and Merchant Channel all related Walmart headquarter management James is responsible for activities. He has also most recently held posi- the sales performance at tions at McNeil Consumer Products/Johnson & Walmart, Target, Best Buy and other retailers Johnson and DowBrands Personal Care. representing half of Electronic Arts’ U.S. rev- enue results. Prior to joining the company in 2003, he worked for Kimberly-Clark for 10 General Mills years. JAY PICCONATTO, Marketing Asso- ciate Director – Shopper Marketing Energizer Personal Care As the shopper marketing lead for General Mills focused on Walmart initiatives, Picco- ANDY KAUFMAN, natto has spent the past 15 years with the Senior Director, CPG company in a variety of marketing roles Walmart Team across its portfolio, from Big G cereals to Kaufman leads a cross- Green Giant vegetables. functional team to develop and grow Energizer Personal ADAM DILL, Vice President, Care’s diverse portfolio for Walmart. With Walmart Team U.S. more than 20 years of experience, he has led customer and internal strategy teams to Georgia-Pacific deliver shopper solutions across Fortune 500 MONICA BREITHAUPT, Vice retailers, brands and consumer channels. President, Retail Sales (Walmart & Sam’s Club)

H.J. Heinz Co. MAX WETZEL, Vice President, Global Walmart Business Unit

11 WHO’S WHO IN CUSTOMER TEAMS AT WALMART Hallmark Cards Walmart and Sam’s Club on all of the brands within the beverage company’s portfolio. WAYNE STRICKLAND, President & GM, TODD PASTOR, National Account Walmart Team Director, Walmart & Sam’s Club Strickland is responsible Pastor develops short- and long-term strat- for the development of the egy for Heineken USA in relation to Walmart long-term strategy for the and Sam’s Club. He leads the company’s Walmart business as well as delivering the national team focused against both retail- top and bottom line goals for both Hallmark ers to align with key strategies and tactics and Walmart. to deliver sales growth while also delivering joint business plan goals and objectives for Hamilton Beach Brands Heineken USA. Inc. The Hershey Co. JASON OGLESBY, Senior Director, Team Lead JEFFREY HARSH, Walmart Team Leader Hasbro Inc. JENNI PUSTINGER, Senior Director, BARRY HARRIS, Interim Team Lead Shopper Marketing, and Vice President of Sales - Team Walmart/Sam’s Club Walmart Team DEBORAH RUDZIK, Vice President/ Pustinger joined The Her- General Manager – Walmart Sales & shey Co. nearly three years ago after 17 years Customer Strategic Marketing in marketing at P&G. She is responsible for the marketing strategy and plans for the Heineken USA company at Walmart and Sam’s Club. BETH FREEMAN, Commercial Marketing J.M. Smucker Co. Manager JEFF GREER, Vice President, Freeman has been support- Walmart Team ing Walmart and Sam’s Club for the past 15 years at Kraft Foods, Clorox and Nestlé USA before taking on her current role at Heineken. She devel- ops channel activation strategies for both

12 WHO’S WHO IN CUSTOMER TEAMS AT WALMART The Jel Sert Co. Kimberly-Clark JOSEPH BOUMA, ARIST MASTORIDES, Vice President, Vice President, Global Walmart Team Lead Walmart/Sam’s Team SARA G. LEONARD, Bouma leads the strategy Director of Shopper development and retail Marketing, Walmart Inc. execution for Jel Sert’s Starting with shopper in- Walmart and Sam’s Club team. He oversees sights, Leonard oversees the the partnerships with both internal and ex- shopper marketing team ternal stakeholders, establishes and reports in building Kimberly-Clark’s brands to dif- sales targets, and leads the company’s team ferentiate its customers and drive category of business development managers, retail growth with an omnichannel approach. She execution managers and replenishment recently joined the company after working managers. at Clorox in shopper marketing for 10 years.

Johnson & Johnson Kraft Foods Group JAMES ELY, General GINA ALLGAIER, Manager, Walmart Marketing Director, Global Kraft Walmart Team Having been in shopper marketing on Walmart since 2009, Allgaier partners shop- per insights and data with cutting-edge Kellogg Co. technology to get results. By leveraging AARON ELLEMAN, Senior Director, digital, social and mobile technology with Shopper Marketing, Walmart & earned engagement tools and inspirational Sam’s Club in-store POS, she has been successful with SCOTT ROBERTS, Senior Vice multiple platforms such as Walmart’s annual President of Sales, Walmart s’mores campaign and the recent “Great American Cheeseburger” program.

13 WHO’S WHO IN CUSTOMER TEAMS AT WALMART Land O’Lakes ALLISHA WATKINS, Shopper Marketing ZAK LOWE, Director – Manager, Walmart & Walmart Inc. Team Sam’s Club Lowe has spent the past 11 Watkins brings more than 12 years with Land O’Lakes in years of marketing, market re- various sales and customer/ search, strategic planning and project manage- trade marketing assign- ment experience to her role at Mars Chocolate ments. He currently drives strategy, struc- for Walmart and Sam’s Club. She is focused on ture, human resources and execution of the working cross-functionally with key customers, cross-functional team including sales, retail, internal stakeholders and strategic partners to shopper activation, analytics, IT, etc., grow- deliver the best solutions for shoppers. ing the Walmart business. Mars Petcare Lindt & Sprungli SUSAN BENNETT, STEVE WILSON, Team Leader – Shopper Marketing Walmart/Sam’s Club Manager Bennett is new to the Mars Mars Chocolate North organization. She spent seven America years with Kellogg, most recently in shopper marketing for Sam’s Club HARVEY MILLAR, and prior to that as the company’s brand Vice President Sales, growth manager for the frozen breakfast and Walmart vegetable categories at Walmart. In her new Over the past 19 years with position, she manages Mars Petcare shopper Mars Inc., Millar has worked marketing for Walmart and Sam’s Club. in sales and marketing lead- ership positions across diverse customers, RICK DAW, Managing channels and international geographies. Director, Walmart He now oversees the customer relationship Global Team with Walmart and all P&L for his business. He Daw has been with Mars is also site director for the company’s office for 34 years, working across in Northwest Arkansas with more than 90 confectionary, frozen and associates supporting the Mars chocolate, food divisions. He currently leads the com- petcare, gum and food segments. pany’s Walmart Inc. cross-functional team as well as representing its Walmart Mars Pet- care global team.

14 WHO’S WHO IN CUSTOMER TEAMS AT WALMART Mead Johnson VANESSA KING, Senior Key Account Manager JEFF BRAZZEAL, Director, King leads the Mike’s Hard U.S. Walmart Team sales efforts at Walmart and Sam’s Club. She works The Mentholatum Co. collaboratively with Mike’s CURT T. YEFTICH, shopper marketing team to develop in-store Team Leader/Director marketing and digital programs. of Sales, Walmart & Sam’s Club MillerCoors Yeftich manages the Ben- BRIAN FEIRO, Vice tonville-based sales team, President, National responsible for the Walmart & Sam’s Club Account – Walmart U.S. business. He has more than 25 years of & Sam’s Club experience in the industry working for such Feiro leads the strategic and companies as Pfizer, Mars Inc. and Chattem, tactical plan development, and 14 years of experience working on the alignment and execution to deliver on joint Walmart and Sam’s Club businesses. business metrics while growing capabili- ties of the MillerCoors system. Prior to his Mike’s Hard Lemonade current position, he held various roles in BRIAN FELTER, distributor management, sales operations, Manager, Shopper planning strategy, revenue management Marketing and pricing strategy, as well as customer Felter spent six years in leadership. various sales and marketing DAVID HARRIS, Customer roles with Anheuser-Busch Marketing Manager before moving over to Mike’s Hard Lemon- Harris works with MillerCoors’ marketing ade three years ago. He is responsible for teams to bring programming to life in a way shopper marketing strategy and execution that engages Walmart and Sam’s Club shop- across Walmart and Sam’s Club, working pers. His background includes positions at with the internal key account team to de- agencies such as ThompsonMurray, Saatchi velop in-store retail programs for the com- & Saatchi X and The Integer Group. pany’s portfolio of brands.

15 WHO’S WHO IN CUSTOMER TEAMS AT WALMART Mondelez International Nestlé Purina PetCare TODD HANUS, Vice DUSTIN PRUITT, President, Sales, Team Leader – Walmart Walmart & Sam’s Club Pruitt leads the sales and Hanus has 20 years’ experi- business development ef- ence in various R&D, trade forts of Nestlé Purina Pet- marketing, strategy and Care’s pet food and cat litter sales roles. He currently leads Mondelez businesses at Walmart. sales for both Walmart and Sam’s Club. TONY DIMATTIA, Senior Shopper CAROLYN KUTZ, Director, Category Marketing Manager and Shopper Insights, Walmart and Sam’s Club Nestlé USA Responsible for driving a comprehensive analytic approach to the interpretation of STACEY HUTT, Manager, category performance and providing quali- Field Shopper Marketing tative and quantitative assessments to the Hutt leads shopper marketing strategy and sales team, Kutz works with key stakehold- activation for Nestlé’s Walmart team across ers, competitive activity, and issues and/ the portfolio of frozen brands. She has spent or accomplishments that might affect sales five years in CPG working for Nestlé USA. results. Her responsibilities have included retail sales for Southern California grocery accounts, LAUREN WRIGHT, analytics and most field shopper marketing. Associate Director, Shopper Marketing COREY KLEIN, Wright has spent her 10-year Manager, Field career in shopper marketing Shopper Marketing and sales roles supporting Klein has spent the past 12 Walmart. She is currently responsible for years working for both the shopper marketing strategy and activation Nestlé Purina and Nestlé USA that drives Mondelez business in Walmart operating companies. Recent responsibilities and Sam’s Club. Prior to joining the com- have included both corporate and field-based pany in 2013, she spent nearly five years with shopper marketing management roles. He cur- ConAgra Foods. rently leads shopper marketing strategy and activation on the Nestlé Walmart team across its portfolio of ambient and chilled brands. JACK SEE, Vice President

16 WHO’S WHO IN CUSTOMER TEAMS AT WALMART Nice-Pak Products Inc. at both retailers. Starting his career at Smith- Kline Beecham, he has worked for both large DIANE YITRI, Vice President of and small companies. Sales Walmart/Sam’s Club

Nickelodeon PepsiCo MICHAEL DEL POZZO, KEN MANTEL, Senior Vice Vice President/GM, President, Retail Development, Customer Management Walmart & Sam’s Club (Walmart Customer Team), Frito-Lay Novartis Consumer Del Pozzo serves as team Health lead of the Frito-Lay Walmart business, lead- MICHAEL SEWELL, ing a cross-functional team in delivering the Team Leader - Director largest PepsiCo customer P&L globally. His of Sales, Walmart team consistently partners with Walmart in delivering omnichannel customer solutions Sewell leads the U.S. that align with the strategic priorities of Pep- Walmart Novartis team siCo and Walmart collectively. to deliver sales and profit objectives, developing and implementing BRAD HOENER, short- and long-term strategic plans and de- Vice President/ veloping the strategic relationship with the General Manager, customer. Prior to joining the company two Beverages, PepsiCo years ago, he also held positions at Pharma- Sam’s Club Team vite and Dial/Henkel for more than 25 years. Hoener manages the cross- functional team across the PepsiCo bever- Oberto Brands age business at Sam’s Club. Since joining PepsiCo he has led the National Category JEFF WAKELIN, Field Management organization for Quaker, Tropi- Vice President of Sales, cana and Gatorade and the PepsiCo Strategy Mass/Club and Insights team across the Walmart and Wakelin is charged with Sam’s Club businesses. After moving into managing Oberto Brands’ sales, he led the Quaker Walmart business Walmart/Sam’s Club busi- before taking on his current position. ness. He drives innovation internally to win

17 WHO’S WHO IN CUSTOMER TEAMS AT WALMART CHRISTINA MARISA PEREZ, MENENDEZ, Vice Senior Director, President, Shopper Shopper Marketing, Marketing and Walmart Inc., Frito-Lay eCommerce Sales – Perez is responsible for the PepsiCo Walmart Frito-Lay portfolio strat- Customer Team egy, brand development and activation at After 10 years in Frito-Lay’s Snacks Divi- Walmart and Sam’s Club. She collaborates sion, Menendez recently joined PepsiCo’s cross-functionally to deliver volume, profit Walmart customer team, responsible for and share goals within Walmart Inc. and driving partnership and collaboration leads the marketing relationships with retail between PepsiCo and Walmart to create partners. distinct programming that reinforces and elevates the brand narrative while also cre- Pfizer Consumer ating a unique shopper experience to drive conversion. Healthcare KATHRYN BECKER, WILLIAM LANGFORD, Senior Manager, Senior Director, Shopper Marketing Shopper Marketing Becker has 12 years of expe- Langford has spent 15 years rience in the CPG industry, with the beverage company, often working on Walmart first at Frito-Lay and then accounts. She currently represents all Pfizer on the beverages business in various field Consumer Healthcare brands such as Nex- and shopper marketing roles. He is currently ium 24HR, Advil, Centrum, ChapStick and responsible for leading the development of Robitussin, and she most recently led the shopper marketing programs and initiatives shopper marketing efforts for the over-the- at Walmart. counter switch of Nexium at Walmart. MARIO PALOMINO, Director of Sales

18 WHO’S WHO IN CUSTOMER TEAMS AT WALMART SHANNON COX, Procter & Gamble Business Development Manager JACQUES HAGOPIAN, Walmart Global Cox leads the business de- Customer Team velopment for digestive Marketing Director healthcare. He most recently led the over-the-counter switch of Nexium at Walmart, and Nexium 24HR is now a top- selling proton-pump inhibitor at Walmart. He has more than 15 years of experience in JEFFREY K. SCHOMBURGER, the industry, working at Pfizer, Nintendo of President – Global Walmart Team America, 3M Co. and TracFone Wireless. RB (formerly Reckitt Pharmavite Benckiser) JOHN STARE, Vice President Sales, JOSH SAFFRAN, Vice President, Global Walmart & Sam’s Club Sales – Walmart U.S. With Colgate-Palmolive for 13 years, Saffran Pinnacle Foods Corp. moved to RB in October 2013. He is responsible for driving RB and Walmart market share, net CHUCK ARNOLD, Senior Vice revenue, overall P&L and joint business plans President, Walmart/Sam’s Club Team within the consumables division at Walmart. SCOTT LARSON, Senior Director, RICH ZAZZU, Global Sales – Walmart Team Vice President – Walmart Prestige Brands Zazzu has 20 years of experi- GREGG HOGUE, Senior Director ence in various sales leader- of Sales/Team Lead – Walmart and ship and trade marketing Sam’s Club roles. He has been with RB for nine years, the last seven of which he has been responsible for leading the global Walmart organization.

Reynolds Consumer Products STAN LUCAS, Vice President, Sales – Walmart

19 WHO’S WHO IN CUSTOMER TEAMS AT WALMART S.C. Johnson & Son Inc. Spectrum Brands/United GREG BLAIR, Senior Industries Director, Sales Account SUSAN ABRAHAMS, Division Vice Management, Walmart President – Walmart Platform Team Team Lead Leader Blair leads the cross-func- tional team responsible for Starbucks S.C. Johnson’s business development at Walmart U.S. He has more than 20 years of MIKE COOK, Director, Walmart & experience with the company in a variety of Sam’s Club – Customer Business field sales and customer marketing roles. Development JAY LEFFORGE, Director, Shopper Marketing, Walmart & Club Tyson Foods PAUL DAVIS, Vice President – Samsung Customer Development PAUL WOOD, Vice JASON NICHOL, Vice President, Walmart President, Walmart & Sam’s Club Team Packaged Goods Wood leads the Walmart Nichol joined Tyson Foods and Sam’s Club teams and is less than a year ago after responsible for sales, re- spending 20 years repre- plenishment, category management, mar- senting other CPG companies such as Na- keting and retail. Prior to joining Samsung, bisco, Cott and Scotts Miracle-Gro. He now he spent more than 17 years in the CPG leads the cross-functional Walmart team for industry with Frito-Lay, H.J. Heinz and Dean Tyson’s packaged goods business, which Foods. includes the Tyson, Jimmy Dean, Hillshire Farm, Ball Park, State Fair, Sara Lee and Wright brands.

20 WHO’S WHO IN CUSTOMER TEAMS AT WALMART Ubisoft JOHN BOWDEN, Customer Team JOHN CAREY, Sales Lead – Walmart Leader, Walmart SCOTT HOROWITZ, Bowden has been at Welch’s Senior Shopper for nine years, first as cat- Marketing Manager egory advisor to Walmart, Horowitz worked at Best Buy then as business development manager for more than six years in the and, for the past three years, as customer corporate office as a buyer team leader for Welch’s on several business- and Web planner for video games, but three es, currently bottled and sparkling. years ago moved to the supplier side to ap- ply his retail knowledge, insights and pas- Wm. Wrigley Jr. Co. sion. He currently leads shopper marketing programs at Walmart and Target in support TOM DIFFENBACH, Vice President, of Ubisoft’s game launches. Sales KELLEY WALCZAK, Unilever Shopper Marketing Manager – Walmart JIM BREACH, Vice President, & Sam’s Club Customer Development Walczak has 10 years of AARON CRANDALL, Shopper CPG experience between Marketing Director her time at Kellogg and Wrigley working in cross-functional roles including category Welch’s management, channel marketing and shop- per marketing and supporting all classes of DOUG BATIE, Vice President, trade. Currently she leads Wrigley’s shopper Walmart and Sam’s Club marketing strategy and activation plan de- velopment for Walmart and Sam’s Club.

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