Shopper Marketing - September 2017 - 32

PEOPLE TO WATCH

B

aylie Kirts likes to think of her work as
part science and part art. Focus on the
key facts but don't lose sight of the
story. She credits her education with
solidly preparing her for a career in project
management, which can be translated in many
ways to the work she does today. As shopper
marketing manager, she works on the Walmart
business supporting GSK's oral care, respiratory and pain/skin businesses - responsible for
the 14 brands that ladder into each.
Kirts began her career at a local news station eager to make her mark in broadcast
communications. An opportunity to become
a project coordinator in visual merchandising
at Walmart-iCreatives pulled her in a different direction two years later. And after a few
months there, she went onboard with Walmart
corporate, also in project management. "That
was probably one of the most exciting and
pivotal times in my early career," she says. "We
had an awesome team, we busted our tails and
we got things done."
Kirts says it was at Walmart where she cut
her teeth. "That's where I started learning this
world of retail" and where she really honed her

Baylie Kirts
COMPANY: GlaxoSmithKline
TITLE: Shopper Marketing Manager
AGE: 32
EDUCATION: Southeastern University
(bachelor's, broadcast communication)
32

y SHOPPER MARKETING SEPTEMBER 2017

project management skills. But with a curiosity
for what was going on outside of the walls of
Walmart, she made a move to Match Marketing, ultimately supporting Novartis. Following the Novartis/GlaxoSmithKline merger, Kirts
found herself poised to take on yet another
new challenge, this time as shopper marketing manager at GSK, the position she's held for
nearly two years now.
She points to the Excedrin "Migraine Experience," a national brand initiative that was
based off a strong consumer insight, as work
that she can reflect on proudly within her first
year at GSK. "I was able to take the insight and
everything the brand was doing and translate
that down to a shopper marketing initiative for
Walmart," she says. A challenge, she adds, because the marketing campaign connected very
emotionally with the shopper. "We were taking
that insight of how migraine sufferers may feel
isolated in their experience and then trying to
translate that through a shopper marketing
campaign that could be duplicated across all
shopper touchpoints, including in-store."
The solution: A robust 360-degree initiative at Walmart that included everything from
digital, social and retargeting to print, in-store
and displays. The work garnered Kirts a global
shopper marketing award as a representative
on the U.S. team, and it was shared back to
GSK's global organization. Her day-to-day work
of uncovering new opportunities and developing solutions to help drive the business also
keeps her motivated. "It's satisfying when we
can really see a lift from the work we're doing."
Kirts says she'll continue to face the industry's challenges head on. Namely, the rapid



Table of Contents for the Digital Edition of Shopper Marketing - September 2017

Contents
Shopper Marketing - September 2017 - Intro
Shopper Marketing - September 2017 - 1
Shopper Marketing - September 2017 - 2
Shopper Marketing - September 2017 - 3
Shopper Marketing - September 2017 - Contents
Shopper Marketing - September 2017 - 5
Shopper Marketing - September 2017 - 6
Shopper Marketing - September 2017 - 7
Shopper Marketing - September 2017 - 8
Shopper Marketing - September 2017 - 9
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