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Who's Who in at Target Who’s Who in CUSTOMER TEAMS at Target As seen in WHO’S WHO IN CUSTOMER TEAMS AT TARGET ANALYSIS: Temporary Displays at Target We’ve noticed a marked increase in temporary merchandising displays utilized as part of Target’s seasonal campaigns, especially holiday and back-to-school, but even for occasions such as Father’s Day. The activity has been ramping up steadily for the last two years. This began as floorstands in apparel departments, generally merchandis- ing small giftables such as socks and accessories. More recently, they have also stocked such items as Axe body products, Keurig K-Cup packs, and Pepperidge Patrycja Malinowska Farm Goldfish crackers. Associate Director – Content Other departments – grocery, health and beauty immediately come to mind – P2PI.org increasingly utilize sidekicks, power wings (for convenience items such as tape or turkey oven bags) and floorstands (for small giftables). Glorifiers have also made their way onto shelves in the toy department. With few exceptions, the temporary displays are always customized for Target. If pushed to give a very non-scientific guesstimate, I’d say Target saw double the number of temporary displays for holiday 2014 than the previous year. The broader in-store landscape is similarly changing as Target employs a test-and-learn method to quickly try out a variety of new in-store display initiatives. The retailer is killing those that don’t work, while rolling out more successful programs. The initiatives it is keeping seem to be those that help stores tell more stories and provide more well-rounded “experiences.” Must-Know Terms Thought Starters n Cartwheel: A digital savings program launched n Target wants to stock exciting and innovative in 2013 with technological support from Face- merchandise, so provide exclusive product book that offers registered users hundreds of lines, SKUs or packaging – or promotions dan- in-store only discounts redeemable at checkout. gling exclusive freebies with purchase. n Channel Red: Target’s in-store digital network. n Target’s consumers are particularly interested n REDcards: Branded credit and debit cards that in health and nutrition, so offer better-for-you give users 5% off virtually all purchases at the options. store and free shipping on target.com orders. n The retailer also wants environmentally friendly n REDperks: A point-based mobile loyalty merchandise; its Target Sustainable Product program intended to drive in-store traffic the Standard informs merchandising and product- retailer is beta testing in select stores. placement decisions. n n TargetExpress: The retailer’s newest, smallest Come prepared with a thoughtful and strategic store format. proposal, but respect Target’s brand steward- ship by leaving plenty of room for collaborative n Made to Matter: A platform for showcasing brainstorming. new sustainable, organic and natural products including limited-time and exclusive items. 2 WHO’S WHO IN CUSTOMER TEAMS AT TARGET Abbott Nutrition manager at Warner Bros. on the new re- leases business for Target, director of cat- DEBRA CONNELLY, egory management at Warner Bros. on the Team Leader – Best Buy account, and buyer at Target in the Category Management healthcare division. Connelly has spent 13 years in various category man- ANDI PRATT, Senior agement roles within the Shopper Marketing company. She currently leads a team of Manager designated category captains that develops Pratt is Alcon’s strategic shopper-based insights to drive category retailer engagement lead growth. for Target and Walmart. She previously held positions at Nestle ANTHONY as Walmart shopper marketing for frozen HIRSCHMAN, foods, JWT Action on the Nestle account, Senior Team Leader and CJRW agency supporting Tyson Foods. Hirschman began working with Target and Macy’s in merchandising and finance. Barilla Following his passion for nutrition, he tran- NYLE SEIPP, Target Sales Leader sitioned to Abbott Nutrition, spending the DEBBIE ZEFTING, first five years of his tenure in category man- Director, Shopper and agement and the past three in sales. He cur- Customer Development rently leads the company’s Target team to Zefting leads the shopper win with the retailer’s key priorities of baby, marketing, insights, custom- kids and wellness. er planning and in-store ex- ecution efforts for Barilla at a national level. Alcon She also has specific responsibility for stra- BRANDT ELKIN, tegic accounts that include Target, Walmart National Account and club. She was previously at Coca-Cola, Director where she had a variety of roles in commer- cialization and region marketing. Elkin works closely with Target’s buying team on its joint business plan process Bayer HealthCare to drive eye care sales at the mass merchant. MARK HERFURTH, Director, His prior roles include being a key account Customer Development – Target 3 WHO’S WHO IN CUSTOMER TEAMS AT TARGET Beiersdorf RICK SIMINGTON, Director of Sales – Target Team LOU FATA, Director, Field Sales Church & Dwight Bumble Bee Seafoods TOM KRESZL, Director CORLISS Y. COLLIER, of Sales – Target Senior Director, Kreszl has spent more than Category Development 15 years with the company & Insights in various departments from Collier is charged with finance to brand marketing, developing, leading and the past 10 in various sales roles. Serving implementing all key insights models and as the director for Target for the past three strategies in the organization informing years, he is responsible for the strategic brand, consumer and shopper. She most alignment of Church & Dwight and the re- recently was director, category strategy and tailer to ensure long-term profitable growth. insights at The Hershey Co. The Clorox Co. Campbell Soup Co. LAURA BROOKS, Associate Director DAVID LAUGEN, Customer Vice of Omnichannel and Shopper President – Target Marketing Brooks currently oversees the shopper mar- Chobani keting efforts for the Clorox portfolio at JODI GENSHAFT, Target along with developing the corporate Brand Manager, omnichannel shopper marketing strategy Shopper Marketing for the company. She has been on the com- Genshaft leads strategic pany’s Target shopper marketing team since planning and activation of 2012. retailer-specific marketing JILL CROWLEY, Team Leader – programs at Target, Walmart and Meijer Target Team aimed at driving category growth, brand PAUL HOLLIS, Director of Sales – awareness and differentiation of Chobani. Target Team Prior to joining Chobani, she held roles in brand management and integrated market- ing communications at Johnson & Johnson and Edelman. 4 WHO’S WHO IN CUSTOMER TEAMS AT TARGET The Coca-Cola Co. Combe Inc. GEOFF BIEGING, KARIE JO Group Director, CHRISTENSEN, Shopper Marketing Senior Manager, During his six years with National Accounts Coca-Cola, Bieging has held Christensen generates prof- various shopper marketing itable business on the Target and large-store planning roles. He currently account by developing and implementing a leads a group responsible for delivering comprehensive sales plan that includes new world-class shopper marketing capabilities and existing sales strategies. She joined the that create customer, shopper and system company just over two years ago after 13 value. Previously, he had also spent time years in sales working for Altria Group Distri- in professional sports and quick-service bution Co. and Mars Petcare. restaurants. DENISE ROSEN, Regional Vice BRIDGET MCCARTHY President, National Accounts LASDA, Vice President, National Retail Sales – ConAgra Foods Target McCarthy Lasda leads the EVAN CROSS, Director, national retail sales for the Shopper Marketing – company’s Target team. During her 11 years West Region in the Coca-Cola system, she has held sev- Cross leads the shopper eral key operations, sales and category roles. marketing team for Prior to her current position, she served as ConAgra’s West Region vice president of category commercializa- retailers, including Target, with a focus on tion, leading water, tea, coffee, venturing driving shopper engagement throughout the and emerging brands for the North America path to purchase and conversion to buyer. Group. He has been with the company since 2007 in various shopper marketing roles. He was previously a brand manager for Tyson Foods. Colgate-Palmolive DAVID TUCCI, Director of Sales – RYAN STIMAC, Director and Target Target Team Team Leader 5 WHO’S WHO IN CUSTOMER TEAMS AT TARGET Crayola Energizer Holdings JASON EASTMAN, MICHAEL KENNEDY, Target Team General Manager Leader Eastman provides leadership in retail strategies for both Georgia-Pacific the Target and food & drug channel teams. Prior to join- LANIER THOMAS, ing Crayola, he spent 12 years at Coca-Cola Senior Customer Team and three years working for a baked goods Leader company. Thomas has 15 years of CPG experience, including KARENA NAFSTAD, sales and category/brand Team Leader management positions. He is currently Nafstad is responsible for responsible for the Georgia-Pacific business planning and executing at Target. Crayola’s retail strategy at Target, including all aspects RICHARD WRIGHT, of merchandising and marketing. Prior to Senior Manager, joining the company in 2011, she spent 12 Shopper Marketing years at Universal Music Group. Wright is responsible for de- veloping, planning, execut- ing and analyzing insight- The Dannon Co. driven, retailer-specific marketing programs STEVEN REINEMUND at Target. He has more than 10 years of JR., Senior Customer CPG experience, holding positions in brand Business Manager management, trade marketing
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