Shopper Marketing - February 2018 - 52
SHOPPER MARKETING FEBRUARY 2018
Michelle Then, Morgan Sonnier and Michele Gissi, from left to right,
were three of 12 honorees in September at the Path to Purchase
Institute's Women of Excellence reception. The "Innovation,"
"Collaboration" and "Leadership" honorees were featured in the
November, December and January issues, respectively.
Morgan Sonnier, Account Executive, Geometry Global
uring the summer of her junior year in college, Morgan
Sonnier interned at Geometry Global. After earning a
degree in advertising the next year and then going on
to become a "Double Dawg" at the University of Georgia when she earned her master's in advertising/PR,
she returned to Geometry Global full time. She focused on the
experiential side of the business during her internship but has
ventured into more of the shopper side of marketing upon her
return. She is one of three Women of Excellence honorees in the
"Rising Star" category.
Tell us how you've been able to immerse yourself in
shopper marketing and the inner workings of Geometry.
What are your current responsibilities?
SONNIER: I developed some major adult food
allergies recently, so the growing need for me
in the shopping space is for retailers to be honest and transparent about their products and
ingredients on-shelf. Consumer education in the
shopper marketing sphere is critical. I want to
be able to educate shoppers with the tools they
need to make quick, smart and healthy decisions
with their limited time.
SONNIER: I'm the client lead on overall program coordination,
providing day-to-day executional support to the client and internal team. I lead everything from internal and client-facing
meetings, develop timelines and prepare client presentations
to ensure projects are fully scoped, forecasted and remain on
schedule and within budget. I'm in charge of guiding our strategy,
production, digital and creative teams so everyone is working in
tandem and for a common goal, and so everything is developed
and executed appropriately.
You're on the Coca-Cola account team, right?
SONNIER: Yes, being in Atlanta has its perks - home base for the
sweet carbonated beverage and being able to go over in person
for meetings. I've had the opportunity to work across many different shopper campaigns for Coke, from 2016 Big Game (Super
Bowl activities) to 2017 "Share a Coke" summer and summer
global charter. But the most rewarding of them all has been the
Diet Coke 2018 relaunch. Dubbed "Project Blaze," we've been
working on it since last February and have partnered with seven
key retailer teams. It's been very exciting to be involved in such a
large Coke initiative and brand launch - and I'll tell you, it's really
shaking up the stage for 2018.
SONNIER: I've had very strong female role models and mentors
here who have encouraged my growth and helped me succeed
on my path. I also subscribe to a lot of industry daily newsletters,
and I believe getting to know your team members (outside of
work) is very important to the progress of work
and being able to make the business better.
How do you look at the shopping
experience, from both sides?
What excites you most about where
shopper marketing is heading?
SONNIER: With the rise of meal-kit delivery services, same-day delivery, curbside capabilities and
even the Amazon/Whole Foods merger, it will be fun
to see how the brick-and-mortar storefront continues to evolve from just a shopping trip to more of an experience. The
game is changing and it's about making sure we're hitting shoppers
and consumers across multiple channels. Omnichannel retailing
isn't solely about selling across multiple channels. It's also about letting customers do whatever it is they need to do throughout their
shopping journey no matter what device or platform they're on. And
it's crucial that we stay engaged with them at every touchpoint.
- Erika Flynn
1/17/18 9:33 AM