in shopper insights - Path to Purchase Institute

Transcription

As seen in
IN SHOPPER INSIGHTS
Despite a vast array of methodologies and a
wide variety of job titles, this elite group of
160-plus marketers shares the common goal
of understanding what motivates shoppers so
their CPG brands and retailers can deliver better
solutions more efficiently. We proudly present the
2015 Who’s Who in Shopper Insights report.
KELLOGG CO.: CHRISTIAN THOMPSON, Senior Director of Shopper Insights
SHOW ME
IN THE CARDS
What stands out most about
your childhood?
Time spent with my brother and
my grandparents.
In 1995, where did you see yourself in 20 years?
I wanted to lead a team of high-performing individuals.
Where did you grow up?
Near Kansas City, Missouri.
What was your first job out of school?
I went to work for Hallmark Cards.
How accurately did you predict your future?
Dead on, but it’s hard work because they push me to be better.
How do you look back upon
your high school experience?
Overall, my experience was very
good.
What’s your favorite TV show?
“House of Cards.”
What newspapers do you read regularly?
The Wall Street Journal and USA Today.
What college degree(s) did you earn?
A B.S. in Business from William Jewell College in Liberty, Missouri.
What websites do you visit most often?
Marketwatch.com, WSJ.com, Drudgereport.com, ESPN.com
What was the most important thing you learned in college?
The classroom is not a substitute for real-life learning.
What are your favorite hobbies/recreational activities?
Being a dad, hunting and fly fishing.
What about you might people be surprised to learn?
I’m a cancer survivor.
“Christian’s passion for understanding the
shopper and their motivations is critical to our
business and brands growing. His enthusiasm
for learning and acting upon that understanding
is infectious and transcends to his entire
shopper insights team.”
Who are the three people in history you’d most like to meet?
George Washington, Abraham Lincoln and Jesus Christ.
What historical period interests you most and why?
The American Revolution era. I can’t help but marvel about how
much our founding fathers got it right.
Philip Hamner, Vice President, Consumer, Shopper Insights & Analytics, Kellogg North America
Photos by Dwight Cendrowski
2
3M CO.
n Deb Fifles, Vice
n Keith Albright, Global Shopper
Insights Leader
FRONT AND CENTER
What skills are you working to
improve right now?
How to more effectively communicate
with a large team in different locations.
How do insights and analytics fit
into your organization?
They’re foundational to our thoughts
and recommendations in the business.
How is the discipline viewed by
Kellogg compared to other CPG
manufacturers for whom you have
worked?
Kellogg places a high regard and
emphasis on insights being front and
center. Many of those in top leadership
see insights and its use as one of the
first things to look at on how we go to
market.
Please describe some recent work
by your shopper insights team that
stands out?
Our mobile shopping behavior work and
our Mindset of the Shopper work, with
the fundamental understanding of what
and how a shopper is thinking about his/
her next trip, both have implications for
our retailers and our categories.
What was your team’s greatest
insight of 2015?
From the low-income shopping behavior
to mobile shopper usage to the Mindset of
the Shopper work . . . all had great insights
around shopper behavior by retailer.
What is the most significant
development to come along in the
shopper insights discipline in the
past five years?
Neuroscience. The subconscious
decision-making is a big reason why
people buy what they buy.
What do you think will be the next?
A change in the role of stores
themselves – it’s a question that Kellogg
is continuously thinking about.
A
ABBOTT
n Davora Davidson Beatty,
Senior Manager, Shopper Insights
& Category Development
AHOLD USA
n Cheryl-Lynn Lerew, Director,
Consumer Insights
See profile on page 10.
n Ed Sheedy,
Director, Category
Management
Insights
Sheedy leads a team
that focuses on providing the business with insights and assessments related to specific product
portfolios and categories across the
company and specific to individual
divisions, store groupings and individual stores. The team is accountable for
delivering a superior understanding
of Ahold’s customers and their behavior in a way that explains business
results, identifies the nature and size
of sales and profit opportunities, and
improves decisions.
ALBERTSONS COMPANIES
n Sarah Bracken, Director,
Consumer & Shopper Insights
Bracken drives efficiency and agility
through retail-focused and streamlined research processes to ensure
distribution of Safeway’s private-label
brands into the expanding footprint
of Albertsons. She collaborates and
partners with divisions in the North
region, socializing historical research
to guide strategic business objectives.
What’s your vision of retail in the
next 5-10 years?
With the rapid expansion of
e-commerce in the food industry, the
traditional store will need to be flexible
in a way we have not seen in the past.
President, Consumer
& Shopper Insights
Fifles elevates the
value of insights, enabling cross-functional
leaders to make better decisions
faster. Her expertise spans the value
chain, from suppliers to competitors
to consumers and shoppers. She is a
clear and concise communicator and
expertly links insight to implication
and action.
ALCON
n Mark McKeon,
Associate Director,
Category & Shopper
Insights
McKeon leads the
shopper insights
group for the Total U.S. Alcon Vision
Care OTC division.
B
BAYER CONSUMER CARE
n Deb Hamtil, Director, Category
and Shopper Solutions
Hamtil and her team seek to develop
innovative, insight-driven category
strategies across the entire Bayer
portfolio. The group leverages insights to drive creative shopper
solutions across health and wellness
categories.
n Sue Hayes, Director
of Customer &
Shopper Engagement
Hayes excels at creating alignment for vision and driving results
through cross-functional collaboration. She has a strong track record of
hiring talent and developing highperforming teams that have earned
internal and external recognition.
n Richard Kloenne, Senior
Manager, Shopper Insights
Kloenne, who leads a shopper research team across all OTC categories,
also heads Bayer’s shopper industry
leadership initiatives.
And shopper insights in 5-10 years?
It will continue to grow since CPGs
and retailers value real insights and
understanding of their shoppers.
3
HEINEKEN USA: SHAWN FITZGERALD, Head of Shopper Intelligence
WORLD TRAVELER
RUNNING WITH SCISSORS
My father was in the Foreign
Service, so I lived in Norway,
Germany, Belgium and
Pakistan.
Working for a global company in a marketing role.
Pretty accurately.
Where do you see yourself in 20 more years?
Hopefully in a role where I continue to make a difference both
professionally and personally.
What were your biggest
interests/hobbies?
Downhill and cross-country
skiing, and I was an avid
tennis player.
What’s your favorite book or author?
Augusten Burroughs
Did you excel in any
extracurricular
activities?
I was a member of the
National Honor Society
and was captain of my high
school tennis team.
Your favorite news outlet?
CNBC, CNN and E!
What college degree(s) did
you earn?
BFA in Communications
from Providence College,
and an MBA in International
Marketing from NYIT and Baruch College in New York.
I love performance vehicles and driving fast cars.
What newspapers do you read regularly?
The Wall Street Journal and Financial Times.
What’s your favorite hobby/recreational activity?
Skiing
Winston Churchill, Francis Bacon and Michelle Obama.
The Modern Era in American history because the technical,
social, political and economic changes have been amazing.
You don’t have to know the answer to everything; you just need
to know how to solve problems and
where to go to get the information you
“Shawn has been instrumental in driving the transformation to scale up
need.
Photos by Steve Hockstein
our capability over the last few years, which has given the confidence
and credibility with our distributors and retail partners that our new
approach of ‘marketing to shoppers’ works. He makes sure our work is
grounded in quality insights, is commercially relevant and drives sales.”
Dirk De Vos, Senior Vice President, Commercial Marketing, Heineken USA
4
n Scott Traister, Manager,
EMOTIONAL
CONNECTIONS
What are your primary skills?
Listening to and trusting my intuition
and instincts.
improve right now?
I need to constantly raise the bar and
find new ways to inspire and lead teams.
What is your preferred method of
shopping?
Curate online and purchase at brick-andmortar.
What, if any, retailer apps do you
use regularly?
The Starbucks app is the only one I’ve
found that makes things easier for me,
that I value and now feel I need.
What’s your experience with beacon
technology?
I have a love/hate relationship with it.
into Heineken’s organization?
Insights are at the heart of everything
we do, and we’re constantly looking
for ways to get deeper insights to drive
growth of our category and brands.
How is the function viewed inside
and outside of the organization?
We’re seen as a highly valued partner
whose insights and opinions influence
everything we do, ranging from driving
strategy to evaluating creative and
promotional programs.
What recent work by your team
stands out?
We leveraged real-time experiential
tracking via mobile devices in order
to understand all the touchpoints
shoppers experience with a category/
brand and how positive/negative they
are, which has helped us determine
where to focus our communications.
insight of 2015?
Discovering how powerful a connection
our shoppers have with the Heineken
brand, especially during the holidays.
Those deep emotional connections
people have with brands are really
powerful territories.
Shopper Insights
Traister has more than 15 years of
experience in strategic insights, market research, shopper and product
marketing.
BEAM SUNTORY
n Brian Berlin, Vice
President, Consumer
& Shopper Analytics
Berlin executes highly
effective shopper research via in-store and
other methods, providing the manufacturer with a deep understanding
of multichannel shopper behavior. He
engages internal customers to create
strong and innovative trade programming and delivers commercial insights to Beam’s executive leadership
team, sales and marketing.
BEST BUY CO. INC.
BIG HEART
PET BRANDS
n Jenn Murphy, Manager,
Shopper Insights
Murphy’s strengths are in the areas of
market research and analysis, business
development, revenue generation,
project management and customer
relationships.
n Katrina Wilson, Senior Manager,
Shopper Insights
Wilson has exhibited expertise in
combining consumer insights and
financial implications to develop
competitive business strategies.
BORDEN DAIRY CO.
n Amy Carey, Director, Market
Planning and Sales Support
Carey has a strong insights background and now has insights people
reporting to her in this newly created
role.
n Laurie Krause, Senior Director,
Enterprise Research, Consumer
Insights Unit
BIC CONSUMER PRODUCTS USA
n Regina Hobbs Haley,
Shopper Insights
Manager
Haley represents the
voice of the shopper to the sales and
trade team, supporting the ongoing
education of internal teams to ensure
that strategic business decisions are
driven by a fully integrated, thorough
and insightful understanding of Bic’s
brands and shoppers.
BROWN-FORMAN CORP.
n Cynthia Williams,
Group Manager,
Shopper Insights
Williams’ shopper
insights team partners
with national retail
to provide customer and shopper
solutions and identify opportunities
in both the on-premise and offpremise channels.
BIGGEST INSIGHT OF 2015
Personalization and experiences
are key influencers, especially for
Millennials.
Our new promotional tool,
Eversight, allows us to identify
promotions that cost less to run
while yielding greater lift. We
have insight into how simple
wording on coupons and feature
ads can make a difference.
5
BURT’S BEES
n Caroline Klompmaker, Associate
Director, Global Insights
Klompmaker is responsible for managing the overall direction for Burt’s
Bees brand and shopper insights,
managing research priorities and
leveraging resources to achieve goals
of the business unit and strategic
customers.
BUTTERBALL
CLOROX CO.
n Ivan Arrington,
n Danny Brown,
Director, Innovation,
Insights and Licensing
Aided by an experienced
and capable team, Arrington directs the development of consumer-facing retail
products for Butterball and leads the
company’s category-management and
primary-research efforts.
We went through a bunch of these
and the best ones are proprietary
and driving 2016 product
development.
C
CHATTEM INC.
n Bob Cohen, Director,
Consumer/Market Insights
Cohen has more than 30 years of experience in consumer insights/market
research within the consumer goods industry covering the gamut of primary and
secondary research.
n Marissa Sison, Director, Consumer
Insights, Skin, Oral and Hair Care
Sison’s specialties include market research,
consumer, brand and shopper research,
brand strategy, work and brand positioning, new concept/product development
and optimization research, advertising
research, survey design and applied analytics.
CHURCH & DWIGHT
n Jon Troy, Marketing
Lead, Shopper
Insights and Analytics
Troy leads shopper insights and analytics for
a deeper understanding
of consumers’ shopping behavior at the
point-of-purchase to drive key strategic
and tactical initiatives for the marketing
organization.
The really good ones are not things
we can share, and the others are not
“eureka” enough to share.
n Chris Russell,
Associate Director of
Shopper Insights,
Strategic Customers
Brown is responsible for
defining, implementing and driving a leadership vision for
Clorox shopper insights initiatives with
its strategic customers. He and his team
collaborate with category management
and shopper marketing to develop bestin-class shopper insights learnings and
practices for leveraging with customers.
n Brian Hoffstedder,
Director, Shopper
Insights
Hoffstedder leads a team
of high-performing, highimpact players who relentlessly pursue shopper-driven category
growth ideas and develop and drive
insight-based planning and category
management capability at both the corporate and customer levels.
Group Director,
Shopper Insights
Russell leads a team of
14 in the development
and delivery of in-store
research, consumer trends and strategic
shopper insights. His team leverages
Nielsen, Spectra and iSHOP proprietary
data to improve traffic, consideration and
conversion of all beverage categories for
all Coca-Cola retail partners.
n Daren Sorenson,
Director, Shopper &
Retail Insights
Sorenson leads a team of
insights professionals who
are responsible for understanding shopper attitudes and behaviors
and translating that knowledge into business-building ideas for both retailers and
brands. In his 15-year career at Coca-Cola,
he has developed a strong understanding
of retailers and shoppers through roles in
national account management, retail and
shopper marketing, and shopper insights.
COCA-COLA CO.
CONAGRA FOODS INC.
n Joe Davis, Director,
n Mike Bodnar, Director,
Shopper Insights
Davis currently works as
the shopper insights team
lead for customer marketing, shopper Center of Excellence and HQ initiatives. He has been
a lead exporter of thought leadership,
steering team members for the NRS organization’s joint business-planning process,
and a frequent collaborator with lead customers on strategic initiatives.
n Pavi Gupta, Group Director, Shopper
Insights & Still Beverages Insights
n Stephanie Kowitz,
Senior Manager,
National Shopper
Insights, Convenience
Retail
Kowitz is responsible for
leading the development of shopper
strategies focused on driving growth for
convenience retail partners and CocaCola. She has presented educational sessions through NACS and led numerous
sessions with key customers helping to
bring shopper insights to action by sharing recommendations and best-practice
methods.
6
Shopper Insights
n Katie Lilley, Insights
& Analytics Manager
Lilley’s efforts are largely
devoted to creating broad
insight learnings on topics
like trends in retail and deal
shoppers.
n Tim Miller,
Senior Director,
Shopper Insights
Miller is responsible for setting the strategic priorities
and leading the shopper
insights organization. His team is dedicated to the understanding of what inspires
and motivates the retail shopper in order
to influence activation strategies.
n Liz Mohr, Director of
Shopper Insights
Mohr strives to discover
ambitious new insights
on fundamental topics
like SNAP (Supplemental
Nutrition Assistance Program) shoppers,
lifestages, meal occasions, seasons, ecommerce and new items by focusing on
bringing consumer shopping needs, behaviors and attitudes to life and developing actionable retailer recommendations.
Synergizing multiple learning
platforms (seasons, meal occasions,
lifestages, etc.) helps us to build richer,
more detailed recommendations for
our retailers.
n Bob Nolan, Senior
Vice President,
Insights & Analytics
Nolan leads the holistic
application of ConAgra’s
insights and analytics to
grow the manufacturer’s brands and their
customers’ categories.
Items with “Real Foods” credentials
are growing 25% faster than total
food over the past three years.
COTY INC.
n Jessica Kalinger,
Senior Director,
Category Management
& Shopper Insights
n Matt Dacey, Senior Director,
Retail Strategy & Analytics
Dacey is responsible for driving customerfocused personalization strategies.
Shopper Insights
Insights & Shopper
Experience Strategist
Pennington is accountable for all marketing mix
and ROI that is developed
based on the understanding of shopper
attitudes and behaviors associated with
product acquisition, purchase triggers,
touchpoints, where to buy (online or offline) and designed to build brand equity
and drive sales with retailers while the
consumer is in shopping mode.
Analytics & Segmentation
Flynn oversees a team responsible for
leveraging behavioral data to create business insights and drive strategy across the
marketing, merchandising and operations
departments.
n Sanjeev Jaiswal, Director,
n Caron Merrill, Director,
Customer Insights
Merrill manages CVS’s store customer
satisfaction measurement program
and chain-wide tracking study. She also
founded and managed the company’s
online panel of 130,000 customers.
DIAMOND FOODS INC.
n Joseph Najat, Senior Manager,
Category Insights
Najat and his team use retail scanning
data, consumer panel data, shopper card
insights and custom research with intent
to create impactful category and shopper insights that drive business decisionmaking and retail success.
n Sangeet Uttam, Senior Director,
Uttam has deep expertise in leveraging data and analytics to drive customer
value in retail.
D
DICK’S SPORTING GOODS
n Ed Plummer, Vice President,
CRM and Customer Insights
DEAN FOODS CO.
n Susan Stege, Senior Director,
Category & Shopper Insights
With three direct reports in the field supporting both large- and small-format
customers, Stege is the category and
shopper insights lead at Dean Foods
headquarters in Dallas.
DELHAIZE AMERICA
Manager, Shopper
Insights
n Lisa Panchal, Director, Category
DUNKIN’ BRANDS INC.
n Rebecca Zogbi Shin,
Vice President,
Global Consumer &
Business Insights
E
EDGEWELL PERSONAL CARE
n Sheema Khan, Category Insights &
Shopper Marketing Manager
ENERGIZER HOLDINGS
Management & Shopper Insights
CVS HEALTH
n Lori Pennington,
n Carrie Flynn, Director, Customer
n Jason Thomas,
n Courtney Minor, Manager,
DELL INC.
n Carolyn Kutz, Director,
Customer Insights
n Brett Charobee, Director, ExtraCare
Analytics & Personalization
n Saul Cordero, Senior Director,
Retail Insights & Analytics
Cordero has considerable experience
leveraging quantitative and qualitative
research methods to increase customer
engagement.
7
n James Cummings, Director,
Consumer & Shopper Insights
LOWE’S HOME IMPROVEMENT: JOHN R. WHITAKER, Vice President,
Market and Consumer Insights
STARGAZER
LAND NAVIGATOR
interests/hobbies?
Backyard astronomy, computers,
camping, football.
I’ve been very fortunate and blessed to be in the right place at
the right time to realize my career goals.
Springfield, Missouri
As a vice president, leading an insights team with a well-known,
consumer-facing company.
your childhood?
My father was a university
professor, so I grew up in an
environment where learning was
highly valued and encouraged.
I would like to be giving back to my community through
volunteer work, helping others achieve their dreams.
“Better Call Saul”
What’s your favorite movie?
“Fletch”
A B.S. in Business Administration and an M.A. in Economics
from the University of Missouri-Columbia.
Jon Krakauer, “Into Thin Air”
Set your standards very high and great things will happen.
Mowing the lawn. I’ve always wanted a riding lawn mower, so
when I went to work for Lowe’s I finally had the excuse to buy
one.
“John is an advocate for the customer. He ensures
that the customer point of view is heard and
understood in Lowe’s strategies and customer
experience design. He translates market-level
indicators into actionable insights for Lowe’s
and constantly searches for new research
methodologies, such as in the area of behavioral
science, to gather and interpret customer
feedback.
I’m an experienced outdoorsman with expertise in land
navigation (use of maps and compasses).
Photos by Michael LoBiondo
Erin Sellman, Vice President, Strategy and Insights, Lowe’s
8
HOLISTIC APPROACH
As a classically trained economist, my
skills come from the social sciences.
Understanding behavior and being
able to quantitatively test hypotheses
and model behavioral data has always
interested me.
improve right now?
Neuroscience and biometric
measurement are fascinating new tools
to understand behavior. We’re spending
a significant amount of time working
these methods into our approaches to
understanding shopper behavior.
Our team is integrated with our strategy
team, so insights directly informs and
guides our strategic development.
How is the function viewed at Lowe’s
compared to the CPG manufacturers
for whom you have worked?
We’re much more holistic in our
learning approach. Along with
in-store, we also spend a lot of
time understanding the in-home
environment, which is a very important
customer touchpoint for Lowe’s.
innovation to come along in the
past five years?
Using mobile devices to get shopper
feedback during and immediately after
visiting a store.
Wearables.
stands out?
In June we completed a very large and
comprehensive study of shoppers during
the spring season that has created a
foundational resource for years to come.
shopper insight of 2015?
Understanding the unique challenges
Manhattan shoppers face in the home
improvement category guided the
development of two new Lowe’s stores
in New York City.
F
G
FLEET LABORATORIES
GENERAL MILLS INC.
n Robert
n Sara Ashman,
Weitzenhofer,
Manager, Customer
Strategy & Insights
Weitzenhofer discovers and disseminates
insights regarding how Fleet’s consumers feel and behave in order to
provide relevant solutions within the
feminine hygiene, digestive health
and baby categories.
Our eureka moment came
when we discovered when
and how decisions are made,
which enabled us to integrate
comprehensive plans that
resonate with the general
market.
FLOWERS FOODS BAKERIES
GROUP
n Mary Kay Razminas, Vice
President, Business Analysis &
Insights
Due in large part to Razminas’ outstanding insights work, Flowers is
now the category captain in 50% of
retailers, if not more. She was previously with PepsiCo working on the
Frito-Lay business.
FRESH EXPRESS
n Dan Wasser,
Senior Director of
Sales Operations
Wasser leads the
company’s category
management, sales
and event-planning teams, working
closely with brand and innovations
groups as well.
The “aha moment” was realizing
that shoppers do not see an
apparent organization to the
shelf today – nothing intuitive,
nothing shoppable.
9
Senior Manager,
Grocery Zone
Shopper Insights
Ashman leads a
Minneapolis-based
team focused on ensuring that sales,
marketing and category decisions are
rooted in the truths of General Mills’
top grocery store shoppers, both at
home and in-store.
n Rick Krichmar,
Senior Manager,
Foundational
Shopper Insights,
Channels
Krichmar’s insights
team strives to ensure that decisions
are made based on the behaviors of
the manufacturer’s top grocery shoppers at home and in-store.
n Adam Max, Senior Manager,
Shopper Insights, Walmart Team
Max leads a Bentonville-based team
focused on ensuring that sales, marketing and category decisions are
rooted in the truths of the Walmart
shopper both at home and in-store.
n Anna Stoesz,
Senior Manager,
Foundational
Shopper Insights
Stoesz’s team leads
the delivery of foundational shopper insights and analytics
aligned with the strategic priorities of
shopper marketing and region sales.
The deep shopper understanding
and empathy gained informs
customer activation across the
path to purchase, from planning
to shopping to consumption.
AHOLD USA: CHERYL-LYNN LEREW, Director, Consumer Insights
ARMY BRAT
ON THE FRONTIER
Up and down the East coast –
I was an Army brat.
Living overseas, working for a non-profit.
Not well. I still have a strong passion for international nonprofits, but as a supporter rather than an employee.
interests/hobbies?
Dance, volleyball, reading,
hanging out with friends.
I would love to be facilitating strategic planning and ideation
work or teaching collegiate or continuing education courses.
What did you want to be
when you grew up?
I wanted to run an orphanage
in a third-world country.
Whatever series my husband and I are currently working
through. Most recently, “The Newsroom.”
How motivated were you in
the classroom?
Highly motivated – I’ve
always been a bit of a nerd.
What’s your favorite sports team?
Baltimore Orioles. I originally adopted them from my husband
but I’m now a genuine fan in my own right.
How cluttered and messy my spaces are. I love organizing
people, projects and processes, but I have never been good at
environmental organization.
A B.A. and an MBA in International Business from Taylor
University (Indiana).
The pioneering and settling of the American Frontier.
“Cheryl-Lynn is a passionate insights leader. She
brings the voice of our shopper to the table every
day to help us meet our core value of always
putting our customer first.”
Photos by Kirk Zutell
Amy Hahn, Senior Vice President of Marketing, Ahold USA
10
GEORGIA-PACIFIC
n Sherry Honeyman,
SHOPPER NEEDS
Strategic thinking, team leadership
and coaching – and providing a strong
consumer voice.
improve right now?
I’ve shifted my role to part-time
since my daughter was born, so time
management has become critical.
shopping?
Mostly good old brick-and-mortar with
some Amazon Prime sprinkled in.
One of the things I like best about
working for Ahold USA is the extremely
high value the organization places on
insights. We’re leveraged across almost
all areas of the business.
next 5-10 years?
Retailers will continue to be pushed to
become more authentic and focused
on the meaningful way they meet
consumer needs, knowing exactly what
their brand is and what it’s not, and
delivering that consistently across all
touchpoints and facets of the consumer
experience.
stands out?
We’ve been focused on helping the
business truly get to know our shoppers
as people rather than just data points
– conducting more shopalongs with
our clients so they can hear and see the
consumer first-hand, incorporating
into our reports more pictures and
videos of shoppers illustrating and
explaining their thoughts, and sending
our executive teams out to spend time
in our customers’ homes.
We’ve brought a lot of value to the
organization by taking a fresh look at
the basics – redefining our core shopper,
and deepening our understanding of
how shoppers shop key areas of the
store to improve the offerings and
shopability of our stores.
Senior Manager,
Shopper Insights
Honeyman leads the
development and
activation of shopper
insights across Georgia-Pacific categories with retailer partners.
n Monica Lopez,
Vice President,
Consumer, Shopper
and Market Insights
Lopez leads corporate
consumer and shopper strategy to translate insights into
value-creation opportunities for consumers, retailers and Georgia-Pacific.
n Deb Monahan,
Director, Global
Shopper Insights &
Capabilities
Monahan has more
than 20 years of consumer and shopper research experience and has held various roles within
these disciplines at Novartis/GSK Consumer Healthcare since 2004. She is
currently leading the shopper insight
team integration within the newly
combined GSK company.
Forty percent of sufferers see a
connection between digestive
health and their overall health,
supporting the old adage, “You
are what you eat.”
n John Pfalzgraf,
Director, Consumer
Shopper Market
Insights
Pfalzgraf leads the development and activation of shopper insights for GeorgiaPacific’s North American consumer
business.
GLAXOSMITHKLINE
n Laura Eggert,
Customer Strategy,
Shopper Insights
Manager
Eggert has more than
15 years of CPG industry experience and her background
includes roles in integrated marketing, brand marketing, field sales and
shopper marketing. She recently
joined the Oral Health team at GSK
Consumer Healthcare.
Shoppers consider both brand
and benefit when shopping in
the oral health aisle, indicating
that specialty products such as
whitening and sensitivity could
own a unique place within the
aisle.
11
H
HANESBRANDS INC.
n Diane Philyaw, Director,
Retail Analytics
HASBRO INC.
n Matt Putnam,
Senior Director,
Retail & Shopper
Insight
As part of the retail
activation group, Putnam’s team works toward keeping
Hasbro ahead of strategic marketplace developments by synthesizing
consumer, economic, industry and
retailer trends into actionable insights
that lead to class-leading retail activation. In parallel, the team researches
in-store and online shopper behavior
to ensure that Hasbro products are
easy to find, explore and buy at any
of the manufacturer’s retailer partners.
HEINEKEN USA
n Shawn Fitzgerald, Head of
Shopper Intelligence
HENKEL NORTH AMERICA
n Mack Hoopes, Senior
Manager of Shopper
Insights and Category
Management
Hoopes is responsible for
shopper insights and analytics for hair coloration.
HERSHEY CO.
n Stephen Bettencourt, Director,
Shopper Insights, U.S. & Canada
n Kindle Partica,
Senior Manager,
Shopper Insights
Center of Excellence
Partica leads the Shopper
Insights Center of Excellence, which is the voice of the realities of
retail for the home office.
Utilizing neuroscience to evaluate
the subconscious biases and
behaviors that shoppers exhibit
upon entering different retailers
across classes of trade, including
store design, navigational layout,
display, signage and packaging, to
ensure each are optimized at retail to
please customers and drive sales.
n Sheila McKay,
Customer and Channel
Insights Manager
McKay strives to find ways
to delight more shoppers
and convert them to HP
buyers.
The significant increase in the
number of shoppers (especially
Millennials) using their cellphones
on the shopper journey for tech
products. They are searching for
product information, product
reviews and, of course, discounts and
deals. We need to make sure all of
our content is mobile-friendly.
n Laura Smith, Worldwide Insights
Manager, Emerging Markets,
Instant Ink and IPS Supplies
n Tyler England,
Vice President, Customer
& Market Insights
England leads a talented
team of insights professionals, including global
channel and shopper insights.
J.M. SMUCKER CO.
n Jill Boyce, Vice President, Consumer
& Market Insights
Boyce has 20 years of experience developing actionable consumer, shopper and
analytics insights that have helped toptier consumer package goods companies
build brand strategies, create cuttingedge category management strategies,
identify promising white space business
opportunities, successfully launch profitable new products and optimize consumer and shopper marketing connections.
JOHN B. SANFILIPPO & SON INC.
n Arun Rajan, Global
Director of Consumer
and Customer Insights
HORMEL FOODS CORP.
n Meghan Baumann,
Shopper Insights
Analyst
Baumann strives to develop an understanding
of shoppers’ mindsets and
motivations before and after they purchase and use Hormel’s categories.
HEWLETT-PACKARD CO.
J
Meal occasions are changing
with consumers seeking portable,
convenient, no-mess options.
As products are introduced and
repositioned to meet these evolving
needs, where, when and how
shoppers shop for them is evolving
as well. Retailers can utilize shopper
behavior to reconfigure their
stores and sections to better meet
shoppers’ changing needs.
Information overload driven by the
omnichannel shopping experience.
Brands and retailers that bring
order and value to the customer
journey are in the best position
to win the customer’s choice. For
example, store staff still plays a key
role in technology purchases, but its
influence is at risk if its knowledge
doesn’t add value to an increasingly
informed shopper.
JOHNSON & JOHNSON
n Kevin Kwiatkowski, Associate
Director, Shopper Insights
n Deanna Maestas,
Senior Director,
Shopper Marketing
Strategy, Insights and
Category Solutions
n Donna Padovano,
Director, Health &
Wellness and Retail
Innovation
n Debbie Wearn,
Senior Manager,
Category Leadership
& Shopper Solutions
Wearn is responsible for
driving category growth
strategy and insights for skin care and
baby, leveraging J&J’s portfolio of brands.
Shoppers are on autopilot most of
the time; work with that and not
against it.
12
JOHNSONVILLE SAUSAGE
KIMBERLY-CLARK CORP.
KROGER CO.
n Betsy Bartlett, Consumer Research
n Laura Dropp, Senior Shopper Insights
n Jeff
n Joe Bourland, Director,
n Jim Libuda,
Manager
Strategic Insights & Analytics
Bourland leads company-wide insights
and analytics for category, shopper and
consumer.
K
KAO
n Diane Isler, Senior Manager of
Insights and Category Management
Isler leads the shopper insights and category management functions for Kao’s
U.S. sales team across Kao’s brand portfolio of Jergens, John Frieda, Biore, Curel
and Ban. The insights team strives to
leverage insights and analysis to uncover
opportunities and develop actionable
recommendations to elevate Kao’s relationships with retailers to a more strategic level.
KELLOGG CO.
n Christian Thompson, Senior Director
of Shopper Insights
KEURIG GREEN MOUNTAIN INC.
n Adam Chojnacki,
Senior Manager,
Shopper Insights
Chojnacki is responsible for
uncovering and elevating
ways to influence shopper
behavior and infusing these insights into
the organization’s strategies in order to
drive growth.
Elevating the shopper’s experience
to drive the behaviors you want
starts with solving her frustrations,
not yours.
n Stacey Riecks, Senior Director,
Category Management &
Shopper Insights
Manager
Senior Manager,
Shopper Insights
Libuda is passionate about
creating actionable stories
for retail customers, leveraging shopper and consumer research,
loyalty, panel and other data sources –
marrying the science of research and business acumen with the art of storytelling.
Getting your product in the basket
is based on connecting with the
shopper’s dynamic consumption
goals during her shopping trip.
Talbot, Corporate Vice
President, Customer Loyalty
Marketing, Relationships and
Insights
L
LEGO GROUP
n Karen DiZio Lee, Senior Manager,
Global Insights
Lee drives the shopper insights agenda
for Lego in the Americas market. She
leads the gathering and interpretation of
shopper data and insights from primary
and secondary sources while also acting
as the shopper insights contact for all top
customer accounts.
LG ELECTRONICS
n Bala Mallela, Senior
Director, Global
Consumer and Shopper
Insights and Analytics
Mallela leads more than
90 team members spread
across headquarters and key customer
teams. He is a global consumer leader
with more than 20 years of marketing,
consumer and shopper insights, and category management experience at leading marketing-driven global consumer
packaged goods companies including
Coca-Cola, PepsiCo and J&J.
KOHL’S DEPARTMENT STORES
n Joseph Bagby, Vice President,
Customer Insights & Strategy
KRAFT HEINZ CO.
n Doug Loretucci, Director,
Consumer Insights
L’OREAL USA
n Rosanne Olken, Director
of Shopper Insights
Olken is responsible for
delivering the beauty
shopper lens across divisions and trades.
We strive for digital excellence as
this is a critical tool in the beauty
shopper’s path to purchase, but
ultimately the brick-and-mortar
store is where so many of our
purchases still take place. Optimizing
this experience and making it a
holistic one is what keeps us up at
night.
n Eileen Bruckert, Associate Director,
Insights and Innovation
Bruckert has more than 20 years of insights, strategy and organizational leadership experience with blue chip consumer
packaged goods companies, spanning
roles in market and consumer research,
shopper insights, category management,
analytics, sales planning and shopper
marketing. She is a classically trained
researcher, strategic thinker, trusted business advisor and seasoned team leader
whose creativity and passion inspires
teams and delivers results.
13
LOWE’S COMPANIES INC.
n Tim Foster, Director, Consumer
Insights
Foster leads the team that creates actionable consumer insights to improve
customer experiences and relationships
by utilizing ongoing customer satisfaction
tracking and analysis; in-store experience
design; omnichannel experience; new
business development; new concept testing; and loyalty modeling.
BEST BUY CO. INC.: LAURIE KRAUSE, Senior Director, Enterprise Research
A FRUGAL WARRIOR
BALDACCI ON THE BEACH
extracurricular activities
in high school?
I was given the “Warrior
Award” for leadership on
and off the court after
winning the state volleyball
title.
Married with kids, owning a home somewhere near the lakes of
Minnesota.
How motivated were you
in the classroom?
Hmmm . . . Is this a scaled
question?
What’s your favorite movie?
“Footloose.”
Sioux Falls, South Dakota
What college degree(s)
did you earn?
A B.S. in Business, Marketing and Environmental
Science from the University of Kansas.
What was the most important thing you learned
in college?
Frugality
Photos by Chris Bohnhoff
I worked for an insurance company.
Nailed it!
Enjoying beachfront life.
I have lots – I read a lot. Baldacci, Thor and Coben are my
current favorites.
“Laurie is not a researcher – that would be easy. She is a
consumer advocate and is able to be so given her skill in
marrying traditional research techniques with emerging
shopper engagement, analytics and testing approaches.
She works hand-in-hand with business partners to develop
true 360-degree views, governed by pragmatism.”
Whit Alexander, Senior Vice President, Personalization,
Loyalty and Strategy, Best Buy
14
n Erin Sellman, Vice President,
DATA-DRIVEN
INSIGHTS
Deriving insights from facts and
connecting dots across seemingly
disparate things, people or processes.
shopping?
I shop online a lot because of the
convenience factor, but I still love
wandering through the mall to see
where it leads me.
What, if any, retailer apps do you
use regularly?
With three kids who thrive on
technology, I use the Best Buy app often.
Culturally, we’re data-driven marketers
at Best Buy. Insights and analytics help
drive strategy and measure success.
development to come along in the
past five years?
The speed of insights – the ability to
generate them and react to them quickly.
What do you think is coming next?
The speed of insights and advancement
in data analytics will allow for even
quicker decisions.
next 5-10 years?
Retailers who will succeed will find their
brick-and-mortar strength and capitalize
on it in new and innovative ways.
Shopper insights will likely gain even
more fluidity in their use. We’ll do
less project-based research and more
real-time learning and reacting. I see
a stronger integration into natural
business rhythms.
stands out?
We’ve recently been able to financially
quantify future marketplace demand by
shopper needs.
Our ability to derive insight from
combining primary research and
shoppers’ signals.
Strategy & Insights
Since June 2014, Sellman has led a
team of strategy and insights professionals to provide an unfiltered
consumer and market perspective
to Lowe’s leadership. She further
translates the consumer and market
insights into actionable business strategies with the Lowe’s executive team.
n John R. Whitaker, Vice President,
Market and Consumer Insights
M
MARS CHOCOLATE U.S.
n Carol Van den Hende, Customer
& Marketplace Insights Center of
Excellence
MARS PETCARE
n Ellen Gooden, Senior
Manager, Category &
Shopper Insights
MATTEL INC.
n Bill Bean, Vice
President, Shopper
Insights &
Competitive
Intelligence
n Meredith Jang, Director,
Shopper Insights & Analytics
Jang is responsible for leading research and analytics designed to
uncover compelling shopper and
marketplace insights that deliver
business growth through effective
merchandising and sustainable innovation opportunities for Mattel.
MCCORMICK & CO.
n Lisa Carpenter, Director,
Category & Shopper Insights
MEIJER INC.
n Jeff Nault, Director of Marketing
Analytics and Customer Insights
n Michael Ross,
n Leigh O’Donnell, Senior Manager,
Shopper Insights
O’Donnell is a shopper insights leader
with experience and passion for deep
CPG data and the ability to tell a holistic narrative using custom research,
deep analytics and the breadth of
syndicated resources. She has a special focus on the digitally enabled
shopper and Amazon; the small-format shopper (especially dollar, drug,
convenience); CPG analytics, virtual
technologies, loyalty cards, big CPG
data and master data management,
telling a compelling, data-centric
story to retailers and manufacturers.
n Amelia Strobel,
Global Strategic
Insights & Innovation
Leader
Strobel leads global
strategic consumer
insights and innovation for Mars’
specialty pet division. She is responsible for transforming the consumer
marketplace and insights function
into a driver of business strategy and
for building the front-end innovation
pipeline for Mars Pet.
15
Vice President,
Digital Shopping &
Customer Marketing
Ross leads the strategic development of
digital shopping, customer marketing,
loyalty, marketing analytics, mobile
marketing and emerging technology
for the Grand Rapids, Michigan-based
supercenter chain.
MONDELEZ
INTERNATIONAL
n Alison Carbone,
Associate Director,
Shopper Insights
Carbone is responsible
for research and insights supporting the
biscuit and confections business for
Mondelez International in the United
States.
n Liz Nerhus, Customer Business
Lead, Confections
n Judith Rubin, Director,
Consumer Insights and Strategy
Rubin is an excellent research professional
who is highly skilled in all areas of insight
and strategy. She is an expert at uncovering consumer motivation and identifying
unique areas of opportunity to gain leverage, both in established businesses and in
new innovation.
N
NBTY INC.
n Martin Maskin, Shopper Insights
Manager
NESTLE NUTRITION
n Jessica Irwin, Director, Consumer &
Marketplace Insights
Irwin oversees all consumer and shopper
research for Gerber and ensures that even
non-shopper-specific projects are set up
so that they can be leveraged by Nestle’s
category.
NESTLE PURINA
n Paul Seal, Shopper Manager,
E-Commerce, Insights Metrics
NESTLE WATERS
n Drew Cornwell, Senior
Category and Shopper
Solutions Manager
Cornwell is responsible
for developing and applying actionable shopper
insights across the club, mass, pharmacy,
dollar, office and emerging channels of
trade.
O
P
OCEAN SPRAY CRANBERRIES
PEPSICO
n Larissa Irrera,
n Afshin Ahangar, Senior Manager,
Director Global Insights
The Ocean Spray Cranberries global insights team
integrates consumer,
shopper, customer, business and market insights to inform sales
and marketing within North America and
global partners.
O-CEDAR BRANDS INC.
n Alec Lenenfeld, Director,
Shopper Insights and
Category Management
Lenenfeld is responsible for
the strategy development
and execution of meaningful consumer/shopper insights and category leadership initiatives with O-Cedar
and select retail partners.
As marketers it’s our job to speak
to the consumer, but now the
consumer is speaking to us and we
need to pay attention. Transparency
among consumers has never been
so powerful. The minute your
product hits the market, you will
know if your consumers either love
it or hate it. It doesn’t matter how
well you plan and execute your
marketing strategy, it’s ultimately
about what people are saying about
your product that will determine its
success or failure.
n Nicole O’Connor, Director of
Category & Shopper Solutions
NEWELL RUBBERMAID
n Jonathan Miller, Group
Shopper & Channel Insights
n Andrea Brolin, Director,
Shopper Insights
Activation, North America
Nutrition
Brolin develops and executes insights-based
activation strategies for growth with PepsiCo’s retail partners on Quaker, Tropicana,
Gatorade and Naked Juice brands.
I’m on a quest to transform the
breakfast shopping experience.
n Jeff Jones,
Senior Manager,
Shopper Insights
Jones is responsible for
developing understanding of shopper behaviors
and motivations in PepsiCo’s small-format
retail customers such as dollar stores,
drug stores, convenience and gas. Those
insights are then used to commercialize
marketing and merchandising programs
designed to drive engagement and conversion among packaged beverage shoppers in small format.
n Micah Mack, Manager, Shopper
Insights, Frito-Lay North America
n Christina Moore,
Director, Shopper
Insights, Frito-Lay
North America
Moore is responsible for
leading the development
and execution of shopper insights research and business strategy for emerging and growth customers, including
e-commerce.
n Shelley Pisarra, Senior
Director, Corporate
Category Management
Director, Shopper
Insights & Strategy
Pisarra leads shopper learning agenda and strategy
development to drive business through optimal connections with
shoppers.
NORDSTROM
n Lynda Firey-Oldroyd, Senior Director,
n Maureen Vance, Director,
Consumer Research
Shopper Innovation
16
n Brian Walsh,
Senior Director,
Shopper Insights
Walsh leads PepsiCo’s beverages shopper insights
team for large format. He is
responsible for the design and commercialization of all shopper-related strategic
initiatives.
PERNOD RICARD USA
n Scot Henderson,
Director of Customer
Solutions
With an extensive background in sales and
insights, Henderson is a
firm believer in the power of shopper
insights and linking brands with the retail
experience – creating shopper-focused
solutions. Prior to joining Pernod Ricard,
Henderson held senior positions at
PepsiCo and Dean Foods, where he pioneered industry-leading analytics and led
customer sales teams.
PFIZER CONSUMER HEALTHCARE
n Zack Apkarian, Senior Director,
Global Analytics and Business
Intelligence
Apkarian utilizes advanced analytic methodologies and techniques to identify drivers of marketplace dynamics and business
performance across Pfizer’s portfolio of
brands.
n Julie Craig, Senior Manager,
Shopper & Category Insights
PINNACLE FOODS
R
n Karen Evanoff Zappia,
RB
Director of Customer Insights PROCTER & GAMBLE
n Lori Aulfinger,
North America
Shopper Insights &
Analytics Leader
Aulfinger leads P&G’s shopper and market insights
and analytics organizations across the
North America region.
Speaking to both the “head” (data)
and the “heart” (insights) drives
the biggest wins – for retailers,
manufacturers and shoppers.
n Steve Buchanan,
Associate Director,
Consumer & Market
Knowledge, Health
& Grooming
Buchanan’s work focuses
on consumer brand-building, business
optimization and consumer drivers of
total shareholder return.
Focus on the core fundamentals
for the shopper/consumer: relevant
insights that are big enough to
matter, applied in a smart way – all
focused on getting more people
using our brands today than we had
yesterday.
PHARMAVITE
n Mariana Rojas, Customer Marketing
n Nawshi Williams, Customer
The power of integrating insights in
a storytelling framework that brings
them to life and delivers impact for
each individual audience.
Marketing & Customer Development
for Walmart and Drug Channel
We are intently focusing on the
future of the categories and how
they are going to evolve five years
from now. Knowing this allows
to plan for shopper work a few
years out in a more strategic way.
Examples include tracking retail
clinics’ evolution and their influence
on the OTC categories and following
the innovation within the immunity
segment.
REYNOLDS CONSUMER PRODUCTS
n Nancy Bedwell, Vice President,
Category Management
Bedwell is responsible for setting strategic direction for Reynolds Consumer
Products category management and
shopper insights. This includes the development of internal policies and procedures to ensure that all customer-facing
personnel understand the role and
strategy across all of Reynolds’ national
brands as well as private-label brands.
Development Manager
n Christine Geary,
North American
Brand-CMK Associate
Director, Emerging &
Smaller Formats
Geary drives shopper marketing and brand insights integration and
activation across smaller and emerging
retailer formats to build the business.
Manager
Shopper Insights
Manager
Idelchik leads all RB healthcare, vitamins and foot
care insights work, and is
responsible for all of the manufacturer’s
U.S. virtual labs.
n Brian Ellis, Senior Category
n Charles Meyer-
Hanover, Director,
Shopper & Category
Insights
Meyer-Hanover leads the
shopper and category
insights team in the planning and design
of projects.
n Yelena Idelchik,
17
RICH PRODUCTS CORP.
n Jeannie Jones, Shopper Insights
Manager
Driven by insights, Jones works on behalf
of Rich’s Foods brands such as Farm Rich
and SeaPak.
UNILEVER: ALLISON SCOTT, Director of Shopper Insights
CAPITOL GAINS
BORN TO KAYAK
Washington, D.C.
I worked as a credit officer in Latin American banking for a
global, money center bank in New York. After switching career
tracks, I lived in Latin America for a few years heading up a
brand marketing team. That may be the root of my passion for
studying Hispanic shoppers today.
your childhood?
My best memories of growing
up are unique to Washington,
D.C. – backyard crab feasts
from the Chesapeake Bay;
watching political roundtable
TV shows with my family;
going to Washington Redskins
football games at the old RFK
Stadium with my dad; and working as a tour guide around the
Mall and Arlington National Cemetery.
I get addicted to detective shows: the original “Law & Order,”
“Elementary,” “Psych” and “Sherlock Holmes.”
Who’s your favorite actor or actress?
George Clooney and Julianne Moore.
Sea kayaking, which I’ve been doing for more than 20 years.
For my birthday this year, my family got me a membership to a
canoe and kayak club.
A B.A. in Politics and Latin American Studies from Princeton
University, and an MBA in Business and Marketing with a
Certificate of Public Management from Stanford University’s
Graduate School of Business.
What’s your favorite kind of music?
Jazz – mostly jazz standards, the “Great American Songbook,”
some jazz rap, and singer/songwriter ballads. I listen to classical
a lot at night.
My most mind-expanding class was a philosophy class:
Introduction to Metaphysics and Epistemology –
“Allison’s extensive global marketing experience prior to
basically the study of what we know and how we know
it. I learned the value of active, creative and methodical
her work in insights reinforces her bias to action. She has
questioning.
Photos by Steve Hockstein
a passion for activating insights once discovered and an
appreciation and nose for collaboration with retailers.”
Bill Bean, Vice President, Shopper Insights and Competitive Intelligence, Mattel Inc.
18
RITE AID
STARBUCKS
n Rob George,
n Pam Greer, Vice President, Global
Director of Market
Research
George’s current role
has him analyzing
both current and
potential customers to determine
the best locations for the retailer’s
outlets. He and his teams then use
customer behavioral data to determine the best use of Rite Aid’s space
for the customer living around the
location.
OBSESSED WITH
WINNING
I enjoy connecting the dots between
broad societal trends and the myriad
micro-decisions that shoppers make in
our categories and aisles.
improve right now?
Focusing more on skills associated with
future-casting and predictive thinking.
shopping?
As a working mom I rely on the
convenience of online shopping for
many things, but I prefer brick-andmortar. It’s really hard for me to do
store-checks without buying anything
– an occupational hazard.
It’s not unusual for FMCGs to guide
their marketing innovation and brandplanning work with insights, but Unilever
is driving the insights and analytics
discipline across functions.
stands out?
We’re very proud of some work led by
team members Jessica Waxenberg
Levison and Lauren Marks in the
omnichannel space, going deeper
into online-to-offline interactions
in the shopper journey. Our team is
also continuing to pioneer thinking
on trip missions; we’re obsessed with
understanding the trip, winning the
trip, and winning the shopper with
our customers. Lastly, everybody’s
following Millennials these days but
we’re digging into how their needs and
shopping habits change by sub-group
in our categories to anticipate where
Millennial trends are going.
Insights and Consumer Research
SUNSTAR AMERICAS INC.
n Dawn Day,
Senior Manager,
Market Insights
Day does most of the
primary research for
the U.S., Canada and
Latin America markets, including
both qualitative and quantitative
studies with consumers and dental
professionals as well as syndicated
analyses.
n Tom Trounce, Vice President,
Customer Loyalty
S
SAMSUNG ELECTRONICS
AMERICA
n Kyle Rhodes, Senior Manager,
Shopper and Retail Insights
SARGENTO FOODS INC.
n Katharine Richards, Director,
Insights
SCHWAN FOOD CO.
n Diane Harper, Vice President,
Consumer Insights and Marketing
Integration
SC JOHNSON
n Dave Milka, Shopping
Experience/Category
Development Director
Milka and the shopper
insights team assist
SC Johnson’s business
partners in intelligently delivering targeted shopper-based solutions, given
today’s shoppers’ ability to interpret
marketing research that focuses on
both in-store and near-store shopper
behaviors and experiences.
19
T
TARGET CORP.
n Mark von Oven,
Director, Business
Intelligence &
Analytics
Von Oven, a P&G alumnus, currently leads
business intelligence and analytics for
Target with specific responsibility for
merchandising, marketing and Target.
com.
Given the transformation we are
driving within Target, our move
to an agile organization and
the intense focus on our guest,
there is one particular quote
that surfaced earlier in the year
and fuels our team on a daily
basis: “Stop counting crayons,
just draw pictures.” – Mark
Scharenbroich, author, speaker
and consultant
WALMART STORES INC.: CRAIG GEIGER, Director, Insights Partner
LOFTY AMBITIONS
THE BEE’S KNEES
What did you want to be
when you grew up?
An airline pilot.
I didn’t expect the move to research and living in Arkansas, but
the CPG industry part turned out great.
extracurricular
activities?
I was involved in many clubs
including anthropology,
National Honor Society and
Spanish, played football and
baseball, and worked parttime at a Jewel Food Store.
Working part-time in a grocery store.
Suburban Chicago.
Working in CPG sales management back in the Midwest.
I like MeTV and watching television shows from my youth.
The Bible – I’m still on a journey to learn more.
What’s your favorite kind of music?
Classic Rock – I really grew up in the ’70s.
What college degree(s)
did you earn?
A B.S. in Business Administration from the University of Illinois
at Urbana-Champaign.
Home construction and remodeling projects.
I am a suburban beekeeper and our honey is delicious.
Problem-solving and the importance of making connections
with people.
Ronald Reagan, Thomas Jefferson and George S. Patton.
America in the late 1700s and early 1800s – wrestling with new
ideas and exploration.
“ Audra consistently provides creative solutions
that align retailer and manufacturer strategies.
She collaborates with all parties to find the right
programming for all involved, which has allowed
us to evolve our brand strategies at Target through
unique corporate partnerships.”
Photos by James Keltner
Jennifer Foley, senior director, club, Target, Specialty, Pfizer
20
TYSON FOODS
n Jennifer Bentz, Senior Vice
UNDERSTANDING
THE CUSTOMER
Connecting – people and information –
to drive results.
What skills are you working to improve right now?
In business, understanding new insights
tools and technology and mentoring
people; at home, plumbing and carpentry skills.
Our main role is simple: to serve our
internal team with insights on our
customer and the retail environment to
help drive the business.
How is the function viewed at Walmart
compared to the CPG manufacturers
for whom you have previously worked?
In terms of the insights function, there
is a much greater focus and emphasis on
understanding the customer at Walmart
than what I experienced in the CPG
manufacturer world.
stands out?
We continue to do great work in understanding the customer shopping
experience.
What is the most significant development to come along in the shopper insights discipline in the past five years?
Technology application for capturing
shopper insights – virtual store and
mobile information capture.
The growth in deeper understanding
of omnichannel shopping, especially
online P2P.
President, Insights & Innovation
n Katie Survance,
Senior Manager,
Shopper Insights
Survance leads all
primary and secondary shopper research
in the refrigerated categories across
Tyson’s portfolio to better understand
unmet needs of the shopper and
opportunities to partner with our
customers.
We’re working on a lot of really
impactful research to our
business that is not ready to be
released.
V
VF CORP.
n Kent Bassett, Vice
President, Consumer
& Shopper Insights
Bassett leads global
shopper insights practice for brick-and-mortar and e-commerce. In this capacity,
his team works with VF Corp.’s 30-plus
brands to identify strategies for driving greater traffic, conversion and
revenue as well as help prepare the
company for the future of shopping
and retail, such as mobile, payment
systems, omnichannel fulfillment,
store formats, role of the store, etc.
n Karyn Peterson, Vice President,
Global Consumer & Shopper
Insights
W
U
WALGREEN CO.
UNILEVER
n Michael Callero,
n Mariana Maluf, Shopper Insights
Manager
Since July 2014, Maluf has held the
role of shopper insights manager
for the drug and beauty channels
and engaged in leading-edge
initiatives such as segmenting the
ethnic and multicultural shopper, trip
segmentation study, in-store tracking,
path to purchase, omnichannel, and
others.
n Allison Scott, Director, Shopper
Insights
n Jessica Waxenberg Levison,
Director,
U.S. Retail Research
Callero is responsible for understanding needs, motivations and opinions
for all B2C and B2B customer/consumer groups.
The degree to which insights
have been democratized. Our
shoppers aren’t just hungry
to give Walgreens continual
feedback about our stores,
but they’re also eager to give
invaluable feedback about the
thousands of products available
on our shelves.
Manager, Shopper Insights,
E-Commerce and Grocery
WALMART STORES INC.
next 5-10 years?
An increase in seamless and customized
shopping experiences – enabling people to
buy what they want, when they want it and
where they want it to be available to them.
n Anita Craig,
Global Customer
Insights Partner
Craig’s role is to help
her team bring the
customer and retail
landscape to life for the Walmart organization.
A clearly established shopper insights
career path and training with increased
academic coursework in insights as part
of analytics; shopper insights fully integrated into the planning and product
development processes.
21
n Cindy Davis, Executive
Vice President, Global
Customer Insights
& Analytics
n Craig Geiger, Director, Insights
Partner, Global Customer Insights &
Analytics
n Amy Pacifico, Senior Vice President,
Global Customer Insights & Analytics
n Heiko Schafer, Senior Director, Global
Customer Insights & Analytics
n Linda Vytlacil, Vice
President, Strategy,
Global Customer
Insights & Analytics
Vytlacil leads insights and
analytics, informing customer strategy and capability development across U.S. and international markets for the world’s largest retailer.
n Martha Walsh, Director,
Global Customer Insights
& Analytics
Walsh delivers strategic
insights to the health &
wellness and consumables
strategic business units.
WHIRLPOOL CORP.
n Colette Matthews, Global Marketing
Director – Connectivity and SMART
Home
WHITEWAVE FOODS
n Sarah Blair,
Category Strategy &
Insights Manager
Blair’s role is to analyze
shopper behavior, identify
macro trends, and develop
strategies that drive category growth.
After conducting consumer retail
research and customer analytics
globally, I’m reminded that while
retail is local, many consumer
motivations are universal. We like
to tease out the nuances across
consumers, often at the expense of
recognizing the similarities across
markets that afford us knowledgeleverage.
The shopper’s path to purchase is
evolving with 75% of shoppers using
their mobile device while shopping
in-store.
n Tina Kirkpatrick, Senior Director,
Customer Solutions
Kirkpatrick leads a national cross-functional team of 25-plus people supporting all
channels/retailers with category management, strategy and insights, shopper marketing and strategic category advisorship.
n Barbara A. Tingle, Category Strategy
& Insights Manager
Tingle leads the development and execution of custom research, including custom
surveys, consumer decision trees, path to
purchase and shopper segmentation in
order to build category vision, strategies
and recommendations.
WORLD KITCHEN
n Rita Finley,
Director Category &
Shopper Insights
Finley partners with sales,
marketing and innovation teams to understand
consumers’ and shoppers’ needs and
behavior through primary and secondary
research.
n Emily Vasbinder, Senior Manager,
Shopper Insights
n Aubre Dallape,
Customer Solutions
Manager
Responsible for driving
thought leadership and
aligning WhiteWave Foods’
strategy with retailer initiatives.
©Copyright 2015. Path to Purchase Institute, Inc., Chicago, Illinois U.S.A. All rights reserved under both international and Pan-American copyright conventions. No reproduction of
any part of this material may be made without the prior written consent of the copyright holder. Any copyright infringement will be prosecuted to the fullest extent of the law.
22

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