Shopper Marketing - January 2018 - 58

58

SHOPPER MARKETING JANUARY 2018

Leadership
Diane Wallace, Stacey Rubin and Tina Manikas, from left to right, were
three of 12 honorees in September at the Path to Purchase Institute's
Women of Excellence reception. The "Rising Star" winners will be featured
in the February issue. The "Innovation" and "Collaboration" honorees were
featured in the November and December issues, respectively.

Diane Wallace, Vice President, Retail Marketing & Strategy, Coca-Cola Co.

D

iane Wallace has a diverse professional background,
having worked for giants Quaker Oats, Eastman Kodak and, for the past seven years, The Coca-Cola Co.
She has held multiple roles across the disciplines of
sales, marketing, strategy and shopper marketing,
and has also assumed leadership roles both at the corporate and
field level, providing what she says is "a unique ability to understand a business model from multiple angles" to ultimately find
success. Wallace is one of three Women of Excellence honorees
in the "Leadership" category.

You have been called a "true voice and advocate" for
shopper marketing. How did you get that distinction?
WALLACE: I've always listened to the shopper and placed value
on active listening of the shopper, both qualitatively and quantitatively. I value the role the shopper plays with brands and the
opportunity to create shopper experiences with connection and
emotion as well as finding ways to encourage the shopper to
take action with our brands. At the end of the day, we're measured by our ability to portray our brands as irresistible to shoppers and to convert shoppers into buyers for our brands.

What are your current responsibilities?
WALLACE: I have the privilege of leading the retail marketing and
strategy team here at [Coca-Cola North America]. My team is focused on end-to-end with the shopper, starting with how shoppers shop and how that's changing, understanding the shopper
group that most advocates for a retailer, figuring out how to
represent our brands in a retail outlet or online so the shopper
connects to our brands and purchases them, and finally, how our
brand and shopper connections/solutions are communicated to
our customers and in the industry.

Would you consider yourself a natural born leader?
WALLACE: Not really, but I have spent years studying leaders
and working on my personal leadership style. I'm always try-

ing to improve my leadership ability, constantly focusing on:
1) understanding my strengths and weaknesses so I can ensure
I surround myself with people who are complementary to me;
2) balancing the engagement required in today's business environment with good coaching so we're building the next generation of leaders; and 3) seeking feedback from all levels in the organization to stay close to the pulse.

You are a mentor to many. Please explain.
WALLACE: It's critically important to me to mentor others in the area of shopper marketing. This
is a difficult space to be in, between brand marketing and sales, so it takes a certain degree of
brand acumen mixed with customer ability - with
a strong dose of creativity, collaboration and
project management. I'm very proud of several
individuals I've worked with along the way who
are now leading shopper marketing organizations throughout the industry.

What motivates you most in the
shopping experience?
WALLACE: Creating an experience in-store or
online can be tough as we try to grab shoppers'
attention within seconds through relevant content or solutions, ensuring that the experience
connects with the shopper and is memorable. I'm
motivated by continuing to try and measure various approaches across different shopper types.

What about looking ahead?
WALLACE: I'm excited to think about the possibilities. Shopper
marketing is already in the future, where more interactions will
occur in shorter time frames, traditionally and in many new forms
enabled by technology.
- Erika Flynn



Table of Contents for the Digital Edition of Shopper Marketing - January 2018

Contents
Shopper Marketing - January 2018 - 1
Shopper Marketing - January 2018 - 2
Shopper Marketing - January 2018 - Contents
Shopper Marketing - January 2018 - 4
Shopper Marketing - January 2018 - 5
Shopper Marketing - January 2018 - 6
Shopper Marketing - January 2018 - 7
Shopper Marketing - January 2018 - 8
Shopper Marketing - January 2018 - 9
Shopper Marketing - January 2018 - 10
Shopper Marketing - January 2018 - 11
Shopper Marketing - January 2018 - 12
Shopper Marketing - January 2018 - 13
Shopper Marketing - January 2018 - 14
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Shopper Marketing - January 2018 - 17
Shopper Marketing - January 2018 - 18
Shopper Marketing - January 2018 - 19
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Shopper Marketing - January 2018 - 21
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Shopper Marketing - January 2018 - 26
Shopper Marketing - January 2018 - 27
Shopper Marketing - January 2018 - 28
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Shopper Marketing - January 2018 - 30
Shopper Marketing - January 2018 - 31
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Shopper Marketing - January 2018 - 33
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