Shopper Marketing - September 2017 - 36

PEOPLE TO WATCH

Throughout her career, she's understood
more and more the true value of collaboration,
sharing ideas and valuing others' perspectives,
both internally and with customers. "Every single role I've been in has required cross-functional engagement," Mio says. "We're all pieces
of an elaborate puzzle, we all have a role to
play and we have to rely on our colleagues. To
the extent that I'm able to understand what's
important to them and what motivates them,
the better I'm able to help them achieve their
goals and foster an effective and reciprocal
relationship."
Since April, Mio has managed shopper marketing for the mass and grocery channels. Her
team is also responsible for leading the creation of the company's go-to-market selling
stories for new innovation and the creation of
shopper insight/understanding. Always ready
to take on the next challenge, she sees herself continuing to develop and expand into
different channels, including seizing any opportunities to gain further experience in the
e-commerce space, which she believes will
continue to be a tremendous force, "turning
the tides of retail."
At any given moment, consumers can use
their phone to shop, research or gather information, she says. Ensuring a seamless online and instore presence will be critical. "I want my brands
to be where my shopper is for every different
type of occasion or trip that arises," she says.
She's also learning that shoppers' life stages will
also play an important role in determining the
channel in which they shop. "As a new mom
and shopper/consumer myself,  I'm constantly
finding myself researching products, reading
36

y SHOPPER MARKETING SEPTEMBER 2017

Carmina Mio
COMPANY: Beiersdorf
TITLE: Shopper Marketing Manager
AGE: 32
EDUCATION: Quinnipiac University
(bachelor's, international business)

ratings and reviews and having that last-minute,
'Oh no. I ran out of xyz.' I can't tell you how many
times [Amazon] Prime has saved the day." 
Mio sees herself continuing to dig deeper
into shopper insights and, potentially, focusing
solely on this area. "Developing a larger team,
and sharing and learning with them is something I'll continue to work toward," she says.
For now, Mio is concentrating on the challenges she sees today - the largest being figuring out how to quantify the return on investment in shopper marketing. Some of her first
questions in this role were around ROI. "When
we review programs with our vendors and I
hear it was successful, my first question is always, Why? How do you know?" she says. "Having an analytical background, I expect to see
facts and data to support these statements."
Shopper marketers are also challenged with
developing simple, ownable communication,
she says. "Shoppers are busy, time-starved and
distracted, so how can we make our brands
stand out in a way that when they're exposed
to our brand they say, 'Oh, that's Nivea. That's
what I want.'"
- Erika Flynn



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
Shopper Marketing - September 2017 - 10
Shopper Marketing - September 2017 - 11
Shopper Marketing - September 2017 - 12
Shopper Marketing - September 2017 - 13
Shopper Marketing - September 2017 - 14
Shopper Marketing - September 2017 - 15
Shopper Marketing - September 2017 - 16
Shopper Marketing - September 2017 - 17
Shopper Marketing - September 2017 - 18
Shopper Marketing - September 2017 - 19
Shopper Marketing - September 2017 - 20
Shopper Marketing - September 2017 - 21
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Shopper Marketing - September 2017 - 24
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Shopper Marketing - September 2017 - 26
Shopper Marketing - September 2017 - 27
Shopper Marketing - September 2017 - 28
Shopper Marketing - September 2017 - 29
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Shopper Marketing - September 2017 - 36
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