In Digital Shopper Marketing & E-Commerce

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IN DIGITAL SHOPPER MARKETING & E-COMMERCE

Making only its second appearance, this annual report is growing as fast as the field it covers. Here is our listIN of brandDIGITAL and retail executives whoSHOPPER are making notable MARKETING contributions in the areas& E-COMMERCEof digital shopper marketing, e-commerce, social media and mobile marketing to better engage the increasingly digitally connected shopper. 7-ELEVEN INC. AMAZON.COM n Julian Tan, Senior Manager, Digital & Regimen Solutions n n Rob Chumley, Vice President, Ramer Holtan, Head Tan focuses on digital solutions, health Retail/Business Innovation of Marketing, Digital & wellness regimen strategy and busi- Chumley leads 7-Eleven’s internal innova- Music ness intelligence while his team leads tion practice, which includes new store A digital marketing leader the brand’s digital shopper marketing, design and prototypes, digital platforms with extensive analytical e-commerce and strategic multi-brand and mobile, and new business develop- background in the e- trade marketing initiatives. ment. commerce space, Holtan left Walgreens in November 2013 to join the online retail n Mike Debnar, Senior Director, giant. His areas of expertise include online BEAM GLOBAL SPIRITS & WINE Digital Guest Experience customer acquisition, retention market- n Mindy Greenlee, Debnar serves 7-Eleven in a joint role as ing including email and loyalty programs, U.S. Digital and Multi- vice president/co-founder of 7-Ventures marketing and e-commerce analytics, Brand Activation as well as leader of the digital innovation pricing strategy and website optimization. team. He has launched multiple digital Manager products into the core business, including n Andrew Morrison, Digital Products Greenlee held several the 7-Eleven mobile app, customer rela- Morrison has a proven track record of digital marketing manage- tionship management platform, customer uniquely combining consumer insights ment roles at Abbott before joining Beam experience management platform, and with hardware, software and design to in 2012 as U.S. digital activation manager. the open-source loyalty strategy. create and market breakthrough con- She’s been in her current position since sumer products. December 2013. n Lena Huang, Senior Manager, Digital Guest Experience n Andrea Javor, Global Director, ANHEUSER-BUSCH Digital & Media Strategy Javor focuses globally on Beam’s strategic A n Scott Boedy, Director, approach to all aspects of media and ACCO BRANDS Digital Innovations digital, providing thought leadership on and Emerging Media n Randal Moss, Social partnerships and best approaches as an Media and Digital expert for Beam’s customer teams. Marketing Manager Moss partners with several n Vanessa Ivette Rosado, Global BENJAMIN MOORE & CO. ACCO Brands business lines Director of Digital Capabilities n Bobby Chin, Manager of Digital to generate their strategies Rosado is responsible for the global for online marketing. He designs the digi- Technologies organizational curriculum and develop- Chin’s responsibilities include developing tal ecosystems and manages site design ment agenda for digital marketing, the and creation, campaign development and integrating emerging technologies implementation of best practices for the into consumer experiences. and brand-based revenue-generating management of digital activations and efforts. measurement of digital performance. n Nick Harris, Director, Digital Marketing & Strategic Alliance AHOLD USA B n Jason Kunick, Director, E-Commerce BACARDI U.S.A. INC. BEST BUY n Matthew Smith, Vice President, n Alison Hopkins, Integrated Marketing ALCON Marketing Director, Smith oversees annual U.S. marketing n Jeremy Brown, National Retail Sales plan development, promotional planning, Senior Manager, Hopkins’ role continues to store and segment marketing, customer Shopper Marketing evolve based on customer loyalty marketing, CRM and the gift card and business needs as business. innovative marketing, including digital, remains a vital part of Bacardi’s ongoing commitment to drive value to shoppers. BI-LO n Robert Onstead, Senior Manager, BAYER CONSUMER CARE Digital Marketing n Daniella Hoffer, Manager, Digital Solutions

2 CAMPBELL SOUP CO. Brian Sullivano, Director, Shopper Engagement Brian Sullivano always wanted to be a marketer and initially en- What shopper-related apps do you use, and what would visioned putting his creative spirit to use at an ad agency. But you like to see being developed? after graduating from DePaul University – where he majored SULLIVANO: By punching in a description on PriceGrabber, I in marketing and held several internships including a four-sea- was able to save $200 on a camera lens during the holidays. son-long run with the Chicago Bears – he realized that his love I saw it was available online at a certain price point, and the of sports and being a part of that culture fueled his passion. retail chain matched it. You see the power and transparency of So Sullivano spent nearly 10 years working his way up from what things are selling for in the marketplace instantaneously an entry-level marketing and product development role at Wil- with a couple of keystrokes. The power that has for consumers son Sporting Goods into a general management role, respon- is pretty amazing. I really also like the idea of an app that could sible for the entire baseball glove category. From there he moved to PepsiCo, where he began to find his “passion for the shopper space” during his four-year tenure and helped lay the early groundwork for shopper marketing within the Quaker division. His next move was to Mars Petcare to help transform a traditional customer marketing role and function to shopper marketing within the organization. A similar opportunity opened at Campbell Soup Co. in No- vember 2012, and Sullivano was tapped to be director of shopper engagement, the position he holds today. He recently discussed the emerging digital space with Shopper Market- Photo by David Fonda ing and how Campbell Soup as an organization and he as an individual continually strive to start looking at total trips to a grocery store and understand “become more digitally fit. There are a lot of efforts going on not just an item, but the value of a total trip. Here is your gro- today in terms of really starting to position Campbell’s as a cery list, now where can you save the most money overall? leader when it comes to the digital space,” he says. “Key initiatives across many parts of our organization are in What will be the next big trend to disrupt the digital shop- place to be on the forefront of change in terms of knowing per marketing field? where the customer is and where she is going to be. It’s more SULLIVANO: The merging of social and commerce. If you go fragmented than ever, and in the digital space there are mul- on a site today, you see reviews from people you don’t know. tiple screens that consumers are sometimes using at the exact In the future, you’re going to start understanding what your same time. We have to figure out how we’re communicating friends are buying and what their preferences are as well as in a relevant way – providing relevant content and relevant their likes and dislikes. When that happens, the info will be inspiration – to make those connections with our brands.” coming from a much more trusted source.

What digital devices do you use most at work and home? Where do you see shopper marketing headed in the next SULLIVANO: We’re a household that owns them all – every- few years? thing from mobile phones to tablets to laptops to Apple TV SULLIVANO: We’ll continue to see an uptick, and digital will be and smart TVs, and I use them all for different things. If you playing a bigger role. Print and others are not going away, but look at the role that my tablet or Apple TV plays for me, it’s we’ll see an influx of new technology and platforms for con- much more surrounded around entertainment. My phone is tent that will continue to build. We’ll also start to see where my communication device – it’s how I stay connected. And content – whether a circular or shelf tag or any other – will then any type of work is being done through my laptop. start becoming interactive.

3 PEPSICO Janelle Anderson, Senior Director NCP, Digital, Sports Marketing, Frito-Lay Throughout her 10-year career with PepsiCo, Janelle Ander- some work on my iPad, the primary function for this is down- son has either helped market or led the marketing of small time, which includes gaming with my kids, Pinterest for me, and large brands in the company’s Frito-Lay snack family. Her movies and streaming TV shows. work has helped grow established brands such as Lay’s, Sun Chips and Tostitos, and she has introduced new brands such What shopper-related apps do you use most often? as Flat Earth. Before moving into her present position in late ANDERSON: My confession is that I have a bit of an addiction 2012, Anderson oversaw “The Power of One” initiative, which to Rue La La and HauteLook for deals on clothes. I use Ama- combined marketing of PepsiCo’s beverage and snacks. zon to find something that I know I specifically need, often for gifts. I use Evernote and a few grocers’ apps for grocery shopping and for items that the whole household needs, but for fun I use Shopkick to “game” shopping.

Who or what do you read most often to gain fresh digital insights? ANDERSON: I find the insights come from ev- erywhere. In this space it can be anywhere from the McKinsey reports to The New York Times to the Wall Street Journal to Ad Age to blogs. We have also conducted multiple digital studies to get insights and analysis as we set our digital strategy.

What will be the next big trend to disrupt the digital shopper market-

Photo by Rex Curry ing field? ANDERSON: My educat- Shopper Marketing recently asked Anderson to share some ed guess would be twofold. One, I don’t think we will see any of her digital thoughts. She says the use of digital tools in of the big platforms that exist today go away because they of- PepsiCo’s shopper marketing is no longer an add-on but is fer scale for the consumer and shopper users and for the mar- now embedded in all promotions, with an emphasis on de- keters at big companies. And two, something will emerge that ployment across the entire path to purchase. “We have been will provide a friction-solve to a problem people have, and on on the digital journey and are quickly evolving as the space that, we will have to wait and see. evolves,” she says. “Not only have we resourced digital marketing differently, but we have invested in training our entire Where do you see digital shopper marketing headed in the organization. We have also put together a framework that next few years? allows us to test up-and-coming platforms to ensure we are ANDERSON: I believe you will see a shift to digital and mobile evolving while leveraging our scale.” as the primary foundation element of any marketing program. Digital will move from an “addition” to the baseline marketing What digital devices do you use personally? programs. You will also see that we will not have digital experts ANDERSON: My iPhone 5 is basically my lifeline to everything in the marketing field, but rather that all good marketers will – my connection to friends, family and work. And while I do understand the digital space.

4 n Courtney Crimmins, CONSTELLATION BRANDS INC. BROWN-FORMAN Director, Digital Strategy & Planning n Karena Breslin, n Travis Smith, Director, Digital Crimmins joined the Coca- Vice President, Marketing Cola North America team Digital Marketing Smith is responsible for overseeing the in January 2014, bringing selection and management of digital mar- 12 years of experience in digital market- keting vendors used across the company’s ing across multiple categories, industries global portfolio of brands. He works to and consumer groups. She has delivered optimize coordination between market- successful strategies for companies such COTY U.S. ing and IT teams in the development and as AT&T, JCPenney, Johnson & Johnson, n Kristen D’Arcy, Vice President of execution of digital, consumer-facing Match.com, GlaxoSmithKline, Sony BMG Global Digital, Prestige and Beauty programs. and Univision. D’Arcy is an innovative and results-orient- ed business leader with proven leadership n Laura Houghton, success and expertise in digital technolo- BURT’S BEES Director, Digital gies that drive ROI. n Lynette Montgomery, Director of Shopper Marketing E-Commerce and Digital Marketing Houghton has been n Vincent P. Frezzo, Senior Director, connecting brands and Global Media & Digital Marketing C consumers in ways that Frezzo leads a team of media and digital change consumer purchasing behavior marketing strategists in New York and CAMPBELL SOUP/PEPPERIDGE FARM for more than 17 years. For the past three, Paris. n Brian Sullivano, Director, Shopper she has led social strategy for Coca-Cola Engagement See profile on page 3 N.A.’s sparkling brands. CVS/PHARMACY n Rob Walker, Manager, Digital Shopper COLGATE-PALMOLIVE CO. n Kate Goodman, Director, E-Commerce Marketing n Brian Tilzer, Chief n Melissa Hodder, Digital Marketing Walker is responsible for Digital Officer Specialist leading Campbell’s effort Tilzer leads digital innova- to connect with the digi- n Mindel Klein, Marketing Director, tion efforts integrating tally connected shopper. NA IMC retail, CVS.com, PBM and n Dan Nosal, Manager, E-Commerce MinuteClinic businesses. THE CLOROX CO. Prior to arriving at CVS in 2013, Tilzer n Barry Roberts, Director formed and led the global e-commerce n Katie Frink, E-Commerce Team Leader of Retail Shopper team for Staples. n Kristin Wonzen, Global Solutions & E-Commerce Director of E-Commerce Wonzen leads the strategic D direction of the e-com- DELL INC. merce team for key brands such as Burt’s Bees, Brita, CONAGRA FOODS INC. n Lori Pennington, Manager, NA Retail Marketing Glad, Greenworks and partners including n Jill Kristle, Manager, Interactive Walmart.com, etc. Marketing n Dan Seymour, Director, NA Retail Marketing See profile on page 11 THE COCA-COLA CO. n Jenna Rice, PR & Social Media Manager n John Shen, Senior n Julie Bowerman, Vice President, DIAGEO E-Commerce Director, Interactive n Haley Rubin, Digital Bowerman leads strategy and develop- Marketing & Consumer Promotions Shopper Marketing ment of the brand’s e-commerce business Manager by managing and building a long-term Rubin’s duties are em- strategic partnership model with Amazon n bedded within a broad and other online partners. John Stichweh, Director, Digital & Social Shopper customer marketing team n Jennifer Brevick, Director, Marketing providing the power of digital shopper E-Commerce See profile on page 8 Stichweh’s role is to inte- marketing by embracing digital touch- grate the shopper market- points and entrenching them within ex- ing teams and the global ecution plans in a one-team approach. marketing teams in the areas of digital and social.

5 DR PEPPER SNAPPLE GROUP INC. n Matt Pierre, E-Commerce Director JOHNSON & JOHNSON Pierre leads the brand’s e-commerce stra- n Stacey Schultz, Manager, Digital tegic planning, capability development n Carl Wille, Director, Trade Marketing Media for Shopper Marketing and retailer partnerships. Wille leads the sales strategy, enterprise n Robert Stone, Director of Integrated organization across all J&J consumer and Emerging Media brands. His role is focused on marketplace GEORGIA-PACIFIC CORP. analytics, e-commerce, display execution, F n Cindy Butler, Senior Manager, reporting capabilities and commercializa- Scale Digital Marketing tion of cross-brand promotions. FELLOWES INC. Butler specializes in digital and traditional n Michele Pitner, Channel Sales brand marketing management in the K Manager, Mobile & Global franchise, cooperative and durable goods E-Commerce industries. KELLOGG CO. n Dan Cooke, Digital FISHER-PRICE H Shopper Marketing, E-Commerce Lead n Mitch Mirsky, Global Manager, THE HERSHEY CO. Cooke leads the develop- Social Media n Denise Vivas, Director, E-Commerce ment and execution of Mirsky is the primary lead for all social the e-commerce strategy business programs for Fisher-Price. Vivas joined Hershey in June after spend- ing seven-plus years with Woodstream and manages all aspects of the P&L for Corp., a brand manufacturer of lawn & the channel. In this capacity, his team is FOOD LION garden products. She led the develop- accountable for the curation of content ment and execution of Woodstream’s for display on the digital shelf that is de- n Justin Baynton, Manager, global e-commerce strategy and now signed to engage, motivate and convert Loyalty and Digital Marketing leads the channel for Hershey. shoppers for Kellogg’s vast portfolio of n Keith Nicks, Director of Customer brands. Loyalty and Retail Marketing THE HOME DEPOT n Mark Lundquist, Manager, Digital G n Dave Abbott, Senior Director, Strategy GENERAL ELECTRIC Online Marketing Lundquist consults on Abbott is responsible for driving traffic to digital strategy with both n John Villanueva, Global General HomeDepot.com through a mix of affili- Manager, Marketing brand and shopper mar- ate, comparison shopping engine, paid keting within Kellogg. As global general manager in GE’s light- search and SEO programs that cross mul- ing division, Villanueva strives to win the tiple customer touchpoints. n Kevin Sidell, Senior lighting revolution via superior consumer Manager, Digital & customer understanding, product inno- Strategy vation and business-building marketing HORMEL FOODS CORP. Sidell provides strategic leadership. n Scott M. Weisenbeck, guidance for brands and Marketing Director, customer teams designed GENERAL MILLS INC. Hormel Brand & to motivate consumers and shoppers to Integrated Marketing select Kellogg brands along the path to n Andy Haversack, purchase. Digital Shopper Marketing Manager Haversack leads digital KIMBERLY-CLARK shopper marketing stra- J n Boren Novakovic, Global Director, tegic planning, capability THE J.M. SMUCKER CO. E-Commerce, Digital Marketing & development and retailer collaboration. Commercial Innovation n Christine Hoffman, n Brian Kittelson, Senior Manager, n Meg Way Edgin, Global Director of Integrated Digital Marketing Director, Digital IQ Shopper Marketing Communications Edgin leads a team respon- Kittelson leads a team of sible for raising the digital shopper marketing profes- awareness of the global sionals who build insight- organization. She leads the based, retail-centric marketing strategies development of best practice, innovation that accelerate the growth of General and strategy in the digital, social, mobile Mills’ brands and the categories in which and CRM spaces, supporting all brands they compete. such as Huggies, Pull-ups, U by Kotex and Kleenex.

6 WALGREENS Cherise Kay Ordlock, Senior Director, E-Commerce Planning and Analysis Cherise Ordlock is deeply entwined with Walgreens’ digital exposed to different perspectives, new trends and competitive existence, having evolved with the drug titan’s e-commerce actions. It also helps encourage innovative conversations. group the past five years. After six years with the Boston Con- sulting Group, where she worked on operations and supply What will be the next big trend to disrupt e-commerce chain strategy and process design, Ordlock joined Walgreens and digital shopper marketing? in 2009 and rose from senior manager of online operations ORDLOCK: The biggest trend is the blurring of the line be- planning and analysis to director of planning and analysis to tween the way customers interact with the online and offline her current role. channels. Customers are already using each channel inter- She says that over that period, Walgreens has placed an changeably throughout their purchase paths. As technology emphasis on combining innovation, customer experience and customer experiences continue to evolve, it will become and digital development to support the company’s objec- harder to differentiate what is truly offline versus online, -par tives. Walgreens recently combined its digital team with the ticularly led by mobile, data analytics and personalization. For marketing team to form a single digital and marketing division, and Ordlock recently discussed the corporate vision as well as her own view of the current and future digital landscape. “Walgreens has been evolving its focus from separate online and offline experiences toward a more unified customer journey, building a true omnichannel experience that allows the customer to shop for what she wants, where she wants and when she wants,” says Ordlock, an MBA with an industrial engineering background. “The combining of the teams reinforces the impor- tance of digital in the day-to-day experiences of the customer and is a key step in developing a true omnichannel experience.” Photo by Brian Morrison What shopper-related apps do you use regularly? Walgreens, it is important to build seamless integration be- ORDLOCK: Beyond the Walgreens app, I use ShopStyle to look tween the channels to create an optimal customer experience for all of my clothing needs as it consolidates products across and leverage the unique dynamics of each channel to help the all retailers at once and sends sale alerts. I also like Luxury Ga- customer buy whatever, wherever, whenever. rage because I think “sell it yourself” apps are going to make C-to-C selling a fun pastime. Where do you see e-commerce headed in the next few years? Who or what do you read most often to gain new digital ORDLOCK: Same-day delivery is changing people’s expecta- insights? tions about what is an acceptable time to receive online or- ORDLOCK: I read a variety of different publications, most digi- ders. Several years ago, the expectation for delivery of online tally, to get information related to both digital trends and in- orders was to arrive within approximately one week. That dustry news. One particular blog that I like is Retail Prophet. acceptable time window has continued to shrink, and ap- It talks about the future of retail and how technology will be proximately two to four days is now almost a required service a key part of defining the experience. Additionally, I learn of a level for retailers. At Walgreens, we recognize the added con- lot of great articles and publications from my team members. venience that same day delivery will bring to our customers. Almost daily someone from the team is sending links to articles Google is one of the companies we’re working with to pilot a or blogs with relevant insights and ideas. It’s a great way to be same day delivery program in select markets.

7 THE COCA-COLA CO. Jennifer Brevick, Director, E-Commerce Jennifer Brevick’s career path began in publishing, where she learned added-value planning. She then launched an online stationery store, which was later bought by Papyrus. Business school was next, which led to subsequent marketing positions at L’Oreal, The Home Depot and The Coca- Cola Co. Immediately before she landed her current e-commerce job last July, Brevick worked on Coca-Cola’s large-store and Odwalla efforts. “I have always loved roles that incorporate creativity and an entrepreneurial spirit,” she says. “The e- commerce team at Coke is very small, but growing. Because of the size of the team, we all do a bit of everything from sales to supply chain work to marketing.” Brevick says that Coca-Cola has only just invested in “pureplay e-commerce” after selling through AmazonFresh and Peapod for years. She recently shared some time with Shop- per Marketing to discuss the challenges and the possibilities she sees in e-commerce. “In the past year, we have worked closely across the company and our bottling organization to move forward with initiatives that will enable us to win in this space,” she says.

What shopper-related apps do you use most often? BREVICK: My husband and I both depend on Grocery iQ. I love that you can speak or scan items in and also develop a list off of past purchases. It’s the only way to keep a shopping list coordinated in our busy household. I know it’s been around for a while, but I also just started using Cellfire. What’s better than having coupons go straight to your shopper card with virtually no effort required?

What are some of your best resources for digital insights, industry news and analysis? BREVICK: I read the shopper marketing and grocery trade newsletters and magazines, including Shopper Marketing. I’m also a big fan of Fast Company. I find a ton of ideas in that magazine, and its profiles of innovators inspire me.

What will be the next big trends in e-commerce? Photo by Taryn Nienaber BREVICK: In the near future, almost all retailers will deliver in How might Coca-Cola continue to leverage e-commerce a multitude of ways, which will give the shopper more flex- over the next few years? ibility and faster delivery times. Retailers will soon cease to BREVICK: We’re just beginning to scratch the surface of pos- be only bricks-and-mortar or just deliver through the mail. sibility with e-commerce, so we only have upside. I can see They will all be combinations of bricks-and-mortar, delivery us having a much broader selection of products available by truck, delivery by mail and store pickup. with flexible delivery. There will be more opportunities to Also, I think that price comparison apps are going to be- increase baskets through partnerships with other manufac- come even easier to use and more mainstream. Apps like turers and through tie-ins with our own assets and loyalty RedLaser and PriceGrabber already enable you to see where platforms. I also see e-commerce as a great way for us to the best prices are to optimize your spend, but there is some launch products. Other manufacturers will expand their of- effort required. In the near future, this will be even more ferings too, and the result will be more choices and flexibility seamless. for shoppers.

8 KRAFT FOODS GROUP MEIJER N n Rashmi Patel, Director of Data and n Renée Appert, Director Brand Strategy of Brand Development NESTLÉ PURINA n Linda Hervatin, Director, n Bob Rupczynski, Vice President, Appert transforms creative Shopper Marketing Media, Data, CRM vision into meaningful customer action for one of the 15 largest privately held KROGER companies in the U.S. n Matt Thompson, Director, n Brad Hileman, Senior Digital Manager Digital and E-Commerce n Tanner Hobin, Manager For the past year in his current role, Hile- Retail & Shopper man has led digital strategy across social L Marketing, Digital media, Web, email, mobile, search and L’OREAL other digital touchpoints. n Vivianna Blanch, Vice President, E-Commerce, MEYER CORP. Marketing and Digital NEWELL RUBBERMAID Strategy n Jason Marrone, Senior n Blanch is responsible for all Director, E-Business Eric Long, Director, e-commerce and e-tailer Global E-Commerce sales for the active cosmetics division at n Marnie Raines, Manager, L’Oreal USA. In addition, she leads all digi- Global E-Commerce tal marketing, media, mobile and technology programs. She is also the co-founder NOVARTIS of DigITelle, L’Oreal USA’s internal group of MILLERCOORS n digital and technology executives. Jason Herman, Director, n Sherry Courtney, Digital Marketing Integrated Marketing n Paul Jones, Vice President, Manager Communications & Digital Marketing n Brian Pokorny, Senior Manager, Innovation n Rachel Weiss, Vice President, Digital and Media Digital Innovation, Content and n Emily Smith, Digital and Social New Ventures Marketing Manager n Joann McCormack, Senior Digital & n Brittany Tall, Manager, Media & Activation Manager LG ELECTRONICS Digital McCormack is responsible for leading n Chris Ray, Director, Digital Marketing digital capabilities for the U.S. market MONDELEZ at Novartis Consumer Health. This also LOWE’S INTERNATIONAL includes collaborating with the global digital team, brand teams and agency n n Thomas McMillan Jr., Online B. Bonin Bough, Vice partners to develop, support and activate Promotions Director President, Global digital marketing programs as part of a Media & Consumer wider integrated marketing mix. M Engagement Bough oversees all of Mon- MARS CHOCOLATE delez’ global media includ- P n Amanda Zaky, Manager of Interactive ing digital, TV, print and OOH. PEPSICO n Janelle Anderson, Senior Director MATTEL MOTOROLA MOBILITY NCP, Digital, Sports Marketing, n Hadi Abrishamchian, n Barbara Liss, Senior Director, Frito-Lay See profile on page 4 Manager, Online/ Social Media n Ashwin Nathan, E-Commerce Shopper Previously responsible for all things digital Marketing Director, Marketing, Amazon across the entire Quaker portfolio, Liss left Digital, Frito-Lay PepsiCo to take on her new role in Janu- Nathan is the digital leader ary 2014. for Frito-Lay’s $13 billion snack portfolio, spearhead- ing the brand’s digital transformation and building one-to-one relationships with consumers. He is responsible for driving volume and share growth through strategic mobile, social and digital initiatives.

9 n Elena Parlatore, Digital Marketing n Kristin Murray, Marketing SAM’S CLUB Manager, Quaker Manager, Target Team n Andrea Cadelli, Senior n Murray recently formed a Sri Rajagopalan, Senior Director, Manager, Digital partnership with Google Sales: E-Commerce, Convenience, Marketing and MRM to test engagement ads Drug, Dollar Channels, Frito-Lay Cadelli’s role is to aid the behind CoverGirl’s “Hunger n Jason Thalappillil, development of a digital Games” commercial program, and devel- Director, Digital marketing strategy to im- oped a mobile experience for the launch Engagement Group: prove member engagement and share of Old Spice hair care products that was Digital Strategy & of wallet both online and in Sam’s Club optimized for social sharing for shopper Activation, Pepsi stores. She leads cross-functional teams savings. responsible for relevant, personalized direct member communications across R multiple digital platforms. PERNOD RICARD RECKITT BENCKISER n n Tim Murphy, Group Vice President, Matt Martin, Senior ABSOLUT Vodka & Integrated n Sam Gagliardi, Marketing Director of Strategy Communications Specialist Director, Digital Shopper Martin’s responsibilities in- Murphy oversees all advertising, media, Solutions clude delivering innovative packaging and product innovation, in- strategies that transform sights, online marketing, public relations, the retail experience at consumer promotions, multi-cultural Sam’s Club locations across the U.S. n Taryn Mitchell, Global activity and customer marketing for the n Mark Williamson, Senior Manager, Vice President of Sales, United States market. Digital Vendor Marketing Digital Channel Williamson manages business develop- PFIZER ment and sales for two Sam’s Club digital properties – SamsClub.com through the n Bryan Chupp, Director Online Media Program, and in-Club TV of Digital Marketing S through the Sam’s Club Digital Signage Network. SAFEWAY INC. n Keith Colbourn, Senior Vice President, SC JOHNSON Loyalty Marketing & Analytics n Nicole Abramson, n Dimitri Haloulos, Shopper Marketing PRICE CHOPPER Group Vice President, Manager n Heidi Reale, Director of Shopper and Shopper Marketing Digital Marketing See profile on page 12

PROCTER & GAMBLE SEVENTH GENERATION n n Michael McCready, Vice President, Kristen Haun, Associate Director, n Reid Greenberg, Head of Digital Grocery Delivery E-Commerce Marketing Strategy n David Mullaly, Marketing n Michael Minasi, Greenberg directs e-commerce strate- Lead for Walmart.com President, Consumer gies in B2B and B2C, specializing in Mullaly’s responsibilities Marketing Group multi-channel marketing and sales, SEO, include initiating multiple SEM, search marketing, paid search, programs to better con- email marketing, direct sales, wholesale nect the online marketing selling, forecasting, Internet and online space to quantifiable in-store perfor- n Barbara Walker, Senior Vice marketing, vendor selection and affiliate mance, spanning platforms that include President, Consumer Communication marketing. social media, search, eCRM, iMedia and and Digital Marketing content across the P&G brand portfolio.

10 DELL INC. Dan Seymour, Director of North American Retail Marketing Dan Seymour is keenly aware of Dell’s long history of designing What digital devices do you use most at work and home? products as well as the digital and in-store experiences around SEYMOUR: I work for a computer company, so I have three the shopper. “Shopper marketing, while not always called by notebooks – two at work and one at home. My wife also has this name, has been part of the culture since the first days of a notebook and a desktop, and they all get used for slightly our online offering,” he says. different things. We also have two tablets at home, mostly Seymour’s team is specifically tasked with leveraging this for the kids. I have a Windows phone that I use for everything philosophy and the insights that Dell has, and bringing that you could possibly use a Windows phone for, and we have a to its retail partners in a way that can benefit their online few music devices.

How often do you use shopper-related apps, and which ones do you prefer? SEYMOUR: This is a tough one. I use the Amazon app and that’s about all. This is my life and this is what I do for work, but I really am not a shopper. I like to understand how it all works to make sure we’re using the most efficient things, but I don’t use them my- self.

What will be the next big trend in e-commerce and digital shopper marketing? SEYMOUR: The focus is going to be on the con- Photo by Erich Schlegel tinued integration of the bricks-and-mortar envi- experience and sales. The group strives to understand the ronment and the online environment. More specifically, complete purchase path, from offline stores to online re- creating a way in which shoppers standing in the store can search, and everything in between. “We look at ways we can digitally access a manufacturer’s online assortment and use the strength of the Dell site, the company’s knowledge quickly uncover a product that is one or two steps up, and of what our customers are looking at and how they shop, as then be sold on that product digitally without needing a well as email, online ads, social and mobile to help assure salesperson. that the Dell brand has the best chance possible to be cho- Taking information that isn’t readily available to consum- sen at the point of purchase – wherever that might end up.” ers and pushing it into their view at the right point in the Throughout his 20-year career, Seymour has held various sales purchase path to help them make a decision seems like a and marketing positions, first in the grocery industry and then in logical step. We’re experimenting with this with one of our the technology sector, learning the details of category manage- retail partners. We’re not far enough along to tell you that it’s ment early on in his journey. “Along the way, I shifted my focus to working or not, but the idea is very similar. the new practice called shopper marketing,” he says. Since then, his resume includes positions at Ingram Micro Distribution and Where do you see the retail industry headed in the next Gateway Computer, and retail marketing team leadership roles few years? at Acer America, Seagate Technologies and now Dell. SEYMOUR: I think it’s not a matter of whether consumers He recently took some time to answer our questions about want to buy online or in-store, it’s going to be more about the continued evolution of digital shopper marketing, the fu- making the two an extension of each other. This is my biased ture of e-commerce and his own digital awareness. opinion again, but I see the two becoming more integrated.

11 PRICE CHOPPER Heidi Reale, Director of Shopper and Digital Marketing Heidi Reale was a key player in Price Chopper’s early digital emails and shopping; a company-issued laptop for Microsoft efforts. Years ago, foreshadowing her present role, Reale ran Office, email and access to our company systems; a desktop HouseCalls, an Internet-based home shopping and delivery for my photos on the hard drive (and I rarely use it otherwise); company owned by Price Chopper parent company Golub and Google Chromecast for movies, TV shows and videos. Corp. It was Reale’s second stint with the company, with whom What shopper-related apps do you use most often? she began her marketing career. Schenectady, N.Y.-based REALE: The Price Chopper mobile apps, of course. However, I Golub recruited her back from Pepperidge Farm in the late think that the Target mobile apps are best-in-class examples 1990s after she had left to get a different view of the grocery of providing consumers with useful tools to find products in- industry by working as an account executive. store and online, get ideas and save money. I was in a Target looking for an item when the teammate on the floor offered to help me. She had a handheld device issued to her by Target, and her personal iPhone. She opted to help me find the product I was looking for using Target’s mobile app on her iPhone because “it is much more consumer-friendly and accurate than the internal device.” While the app is not perfect – I think Target has to sort out how Cartwheel fits in – this app empowers the consumer to take the shopping experience into her own hands both inside and outside of the four walls of the store.

Where do you go for fresh digital insights? How about industry news and analysis? REALE: We get our key digital insights from Twitter, Google, Facebook and Yahoo trends, as well as SmartBrief on Social Business. We get industry analysis and news from Shopper Mar- keting, Ad Age and Ad Week, Progressive Grocer, Supermarket News and Morning Newsbeat.

What’s going to be the next big trend to disrupt digital shopper marketing? REALE: The next big trend is in-store location- based marketing. For example, I will be near the cereal aisle and I will be offered up a digital coupon, offer or promotion on my mobile de- Photo courtesy of Price Chopper vice on a cereal brand that the store knows I After HouseCalls, Reale held positions in consumer insights buy most. Location-based marketing will have to be done on and loyalty marketing before Price Chopper created the digi- an opt-in basis, and the balance between the number of rel- tal marketing team she now oversees. Together they focus on evant deals vs. simply generating irrelevant interruptions will online, social and mobile solutions that enable the retailer “to have to be figured out. This will require true one-to-one digi- deliver breakthrough consumer engagement and build rela- tal targeting to be most effective. tionships with key shoppers.” She recently answered our questions about navigating How will that impact the industry in the long term? work and life as an invested member of the digital age. REALE: Digital shopper marketing is headed to true one-to- one targeting, which will give the consumers exactly what What digital devices do you own personally, and for what they want, when they need it. The key will be choosing the do you use them most often? right metrics to determine the appropriate consumer need REALE: I have an iPhone for texts, emails, Web, photo, mu- states in a manner that does not infringe on the consumers’ sic, apps and shopping; an iPad for Web, apps, texts, photos, privacy concerns.

12 STARBUCKS n Donna Zambo, Manager, E-Commerce WD-40 CO. and Digital Innovation n Kristina Salcido, Shopper Marketing Zambo manages ShopRite’s digital mar- n Paige Perdue, Director, Manager keting including e-commerce, website, Digital Marketing Formerly a digital insights shopper man- mobile and social marketing. Perdue is responsible for developing and ager at Clorox and a digital innovation executing social media strategy including trade marketing manager for Anheuser- evaluating, planning, organizing, manag- Busch, Salcido brought her passion about WALGREENS ing, monitoring, measuring and contribut- the emerging space of digital shopper n Christine Forman, ing to all social media channels. marketing in consumer packaged goods Director, Beauty and and retail to Starbucks in February 2014. Personal Care Marketing WHIRLPOOL CORP. Formerly Walgreens’ T director of e-commerce n Colette Matthews, Marketing Director, marketing, Forman is now Insights & Marketplace Strategy TARGET CORP. responsible for developing and executing n David Peterson, Senior Group online and in-store marketing campaigns WHITEWAVE FOODS to drive beauty and personal care sales. Manager, Digital Vendor Marketing n Erin Anderson, Shopper Marketing While no longer called out in her title, dig- Peterson is an e-commerce and digital Manager marketing leader with expertise in prod- ital shopper marketing is still a large part uct management and development, retail of Forman’s role as Walgreens increasingly n Jon Searle, Associate Marketing merchandising, global product marketing becomes an omnichannel retailer. Manager and sales. n Adam Kmiec, Senior WORLD KITCHEN Director, Social Media U and Content n Ken Bausch, Vice UBISOFT Kmiec is responsible for President, Interactive leading, defining and Marketing n Paul Audino, Shopper Marketing executing the company’s Bausch and the digital Manager social media and content strategy. His role marketing team at World n Cathy Ellis, Account Manager spans across the entire Walgreens brand Kitchen are focused on portfolio, including Duane Reade and driving awareness and consideration of Drugstore.com. their six major housewares brands. In the UNILEVER past year they launched a new, content- n Doug Straton, Director, N.A. n Cherise Ordlock, Senior Director, driven, brand-marketing site on a respon- E-Commerce Center of Excellence E-Commerce Planning and Analysis sive-Web platform and are establishing Straton is responsible for the general See profile on page 7 an industry-leading social presence across management of a multi-functional team n Zach West, Manager, multiple mediums. tasked with implementing Unilever’s Social Media global and North American e-commerce West is responsible for WRIGLEY PurePlay and B&M multi-channel strategy. anything that touches the Walgreens brand through n Amber Arnold, National Account UNIVERSAL STUDIOS HOME social networks such as Manager, E-Commerce Facebook, Twitter, Pinterest, Foursquare, Arnold is the brand’s national account ENTERTAINMENT etc. manager for Amazon, Peapod and Drug- n Joseph Eibert, Vice President, store.com, and advises on omnichannel Digital Marketing strategies and promotional activity. WALMART n Kristen Livesay, Interactive Marketing W n Dawn Deal, Senior Manager Director of Media WAKEFERN FOOD GROUP Deal joined the Walmart media and digital mar- n Cheryl Williams, Vice keting team this past fall President, Digital from Sam’s Club, where Commerce & Innovation she previously managed the digital and emerging media team. She is currently responsible for the media planning and buying for corporate and supplier initiatives within the grocery, health & wellness and consumables business.

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