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In Merchandising As seen in WHO’S WHO in Merchandising More than 100 consumer product manufacturer and retail executives are represented in this year’s list of noteworthy merchandising professionals, all of whom develop in-store solutions that stand up to the challenges of today’s dynamic retail environment. Describe the structure of your organization as it relates to merchandising, including how you interact with shopper marketing and with insights. WOOD: I manage an amazing team of Mars Wrigley as- sociates who specialize in different types of displays as well as some very talented vendor partners and agencies that help us create best-in-class displays. Data and in- sights are the first lens we use when creating anything, so we work closely with our insights team to make sure our solutions are meeting a specific category or consumer need. We also have a strong connection with our shopper team to make sure we incorporate both the national con- sumer promotions as well as specific shopper programs into our display plans. The relationship between display and shopper is critical in optimizing your in-store condi- tions. How does your company define success for its in- store marketing programs? Photo by Steve Hockstein WOOD: We believe our products create special moments and smiles for our consumers. Display is a fantastic ve- MARS WRIGLEY CONFECTIONERY: hicle to live into that belief by creating those points of interruption in-store to remind shoppers how fun and enjoyable our brands are. JASON WOOD, Director of Display I would say a successful program is one that not only drives sales for Development Mars but also enables us to grow the category. ason Wood joined Mars in 2004 and has not looked back. How has the emergence of the omnichannel shopper influenced Wood says he is fortunate to have held a variety of positions your overall approach to merchandising? that have prepared him for his current role. After an initial WOOD: Display has become even more critical as we try to con- Jstint in operations, Wood then moved to brand customer nect with consumers through meaningful and impactful consumer marketing, shopper marketing, sales and other varying roles that led promotions. We know that confectionery is not always a planned him to become director of display development. purchase, so display is crucial in making that final connection at the point of purchase by being in the right place at the right time in What are your current responsibilities? a consumer’s shopping trip. WOOD: I am responsible for the in-store display strategy for Mars Wrigley Confectionery and the development of display tools that What role will the physical store play in the future? bring to life our products in-store. The tools we develop include pre- WOOD: The physical store will always play a role in consumer shopping pack displays to support brands like M&M’s and Snickers, national behavior. That being said, as shopping patterns change we need to help consumer promotions, new item launches as well as custom pre- retailers make the most of consumer trips by helping to create incre- pack displays to meet customer-specific needs for both our seasonal mental purchase opportunities. The store also creates an environment and non-seasonal items. We also develop and manage a portfolio of to learn about new product offerings, experience consumer promotions semi-permanent displays and POS materials to enhance the con- and the ability to touch and feel products. sumer shopping experience and drive sales. — Institute Staff CAREER ACHIEVEMENT RECENT ACHIEVEMENT WOOD: Confectionery is an impor- WOOD: We recently created tant part of consumers’ seasonal a custom wire endcap as a traditions. We are lucky to have category solution for immediate amazing brands to leverage and the consumption items. This display personality of those brands comes is visually appealing with to life through our POS displays. an eye-catching LCD screen It’s exciting to see the creative and header and features top brands impactful displays our sales and presented in high-visibility retail teams build in stores. Not chutes. The results have been only do these displays create a fun amazing, since we were able to and inviting shopping experience, drive a substantial increase in but they have proven results and sales over the last year. deliver significantly higher sales lift versus stores with no display. 2 ICON KEY AHOLD DELHAIZE BEIERSDORF SPENCER BAIRD, Senior Vice President, SHEILA STROH, Merchandising, B2B & Pick-Up, Peapod Senior Manager, Institute member TONYA HERRING, Chief Merchandising U.S. Promotions Officer, Senior Vice President of Stroh leads and develops Merchandising, Giant Food merchandising strategies See profile on Page 5 including aligning brand A and customer strategies, ensuring pre- ACCO BRANDS MELISSA HUGHES, Director, Strategy mium merchandising placement at the point of sale. She led the development GARY LAZICKI, U.S. & Innovation, Stop & Shop of an inline fixture for hand and body set Marketing Manager in CVS’s new concept stores, Beauty in Lazicki manages the mer- AMAZON.COM Real Life. chandising strategies in DAVID GILMAN, Senior Product the office and school retail Manager, Customer Shopping channels incorporating Experience BEST BUY customer, shopper and purchasing in- CHRIS BRANDEWIE, sights to maximize revenue objectives Director of Store Design from concept to implementation for both Brandewie leads the cre- seasonal and category destinations. B ative design team focusing BACARDI & CO. on store layout, architec- ACE HARDWARE ture, displays and fixturing. EDDIE PINEIRO, Director, Marketing He also is responsible for the develop- LORNE COHEN, Category Materials ment of new store concepts as well as Manager – International the refresh of existing stores. Cohen develops, leads and executes the organization’s BARILLA AMERICA international category man- CHARLIE DIGREGORIO, Senior BLUE BUFFALO agement strategies across Packaging Engineer CRAIG STANKEVICH, Senior Director, its retailers outside of the United States. Channel Marketing Ace International has more than 700 stores in 60 countries across the globe. BAYER HEALTHCARE PETER DAVIDSON, BOAR’S HEAD ACH FOOD COS. Senior Manager, GEORGE BROCK, Marketing Visual Merchandising Innovations Solutions Manager , Research PAUL REARICK Davidson leads the de- Brock strives to connect and delight Development Packaging Engineer velopment, planning and shoppers with the brand. In that capacity execution of national and he uses physical and visual innovations ADIDAS custom display programs for Coppertone to provide solutions to opportunities. and Dr. Scholl’s. He manages the creative, Areas of influence include merchandis- MATT KELLY, structural and technical phases of the ing, digital display and packaging. Global Procurement display projects, with compliance to the Director Marketing/Retail company’s marketing, sales and cus- KRISTINA CALVIN, Kelly builds strategies for tomer guidelines while also developing Marketing Innovations retail. The role optimizes and managing the relationship with third- Solutions Brand Manager acquisition of fixturing, party vendors through the production Calvin brings marketing mannequins, hangers and shopping bags, process for permanent displays, tempo- innovation solutions to guiding the consumer journey in the rary displays and special assignments. delis across the country adidas direct-to-consumer, concept-to- based on trends, shopper data and re- consumer and franchise stores globally. MICHELE SMITH, tailer needs. She develops, designs, tests Senior Manager, and launches programs that enhance the Visual Merchandising shopper’s overall brand experience. ADVANCE AUTO PARTS Smith leads the design and MIKE PLUM, Director, development of in-store Omnichannel Customer merchandising solutions BOSE CORP. Experience across multiple classes of trade. Key ERIC GREEN, Global Retail Product Plum leads a cross-func- brands include Claritin, Aleve and Miralax Demonstration Category Manager tional team that focuses with focus being on differentiation at re- on best-in-class product tail to drive incremental sales. presentation, showroom layout and digi- BOSTON BEER tal touchpoint strategic development to SCOTT WATTERS, Senior Director, deliver an exciting, engaging and innova- Creative Services tive omnichannel customer experience. 3 BURT’S BEES COCA-COLA D JEFF CECCARELLI, Team Leader SUSAN AGRO LANIER, – Category Advisory Services and Shopper Marketing DAS COS. International Sales Planning Manager DEREK LEHMAN, As the merchandising Director, Channel & THERESA CHAMPAIGNE, lead for national pillar pro- Shopper Marketing Shopper Marketing grams, Glaceau and coffee Lehman develops strategic Manager brands, Lanier leads the design and de- and insight-driven shopper Champaigne is respon- velopment of shopper marketing solu- marketing solutions for the sible for partnering with tions that break through retail clutter. convenience and travel center channels. the company’s retailers to His focus is creating engaging shopper develop marketing tactics that leverage CHERYL CAMPBELL, experiences to ultimately drive conver- key insights to influence the shopper to Shopper Marketing sion on the path to purchase. purchase at the point of decision. Merchandising Manager Campbell is the lead mer- chandising manager for DG YUENGLING pillar (holiday, fall football & SON C and big game) as well as all sparkling CHRIS SEIGH, soft drink programs. She is a cross-func- Trade Marketing Manager CAMPBELL SOUP tional partner in planning and activation
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