Shopper Marketing - September 2017 - 52
PEOPLE TO WATCH
cessful career and her family and the passion
she had for mentoring other women," she says.
Farnham, in her own right, has started carving out her niche, first with Pep Promotions on
its P&G business as she learned about building relationships, working on cross-functional
teams, problem-solving, the vendor community and building powerful brands.
With a new desire to be a part of the strategy
and not just the execution, she moved into
a shopper marketing position for Dr Pepper
Snapple Group on its Kroger account team.
From there she moved into her current role,
where she is responsible for working crossfunctionally to build insight-driven strategies
for the Mondelez brand portfolio at Kroger.
"I'm ultimately responsible for bringing
those strategies to life in a targeted, relevant
and meaningful way for Kroger shoppers," she
says. "I need to make sure I'm leveraging all
the resources available to me to build out the
different brand strategies at Kroger. It's not
something I can entirely do on my own so the
cross-functional piece is important."
A big piece is making sure the team understands what the data is telling them and leveraging that to build out the brand strategy. "We need
to help Kroger achieve its goals and objectives
while also achieving our own," she says.
A planner by nature, Farnham challenges
herself to be open to new opportunities as her
career develops. "I remind myself that most
shopper marketing roles didn't exist 10 years
ago, so how do I know what opportunities will
be out there 10 years from now?"
Insights and e-commerce are two growth
areas of interest to her. "The more experiences
y SHOPPER MARKETING SEPTEMBER 2017
COMPANY: Mondelez International
TITLE: Customer Director, Shopper
EDUCATION: Xavier University
(bachelor's, business administration,
and exposure you get outside of the role, the
better marketer you will be," she says.
She realizes the importance of staying on the
forefront of technology, especially while working to engage Millennials and Gen X shoppers
throughout their purchase journey.
She sees e-commerce as a challenge but
with definite opportunities. "Our brands are
highly impulsive and we're constantly working
to find ways to drive the impulse purchase or
convert the impulse to a planned purchase in
the e-commerce space."
More and more brick-and-mortar purchases
are going to convert to e-commerce as retailers
and brands find ways to break down the barriers
to purchase, such as turnaround times, freshness,
trust and assortment, she says. "It's going to be
essential that we modify the ways we speak to
these shoppers to stay relevant. We also need
to help our retailers develop their e-commerce
platforms and win the trip, just as we do in brickand-mortar. Shopper marketing will definitely
play a role in that."
- Erika Flynn