Shopper Marketing - August 2018 - 14

14 10TH ANNUAL | WHO'S WHO IN SHOPPER MARKETING

SHOPPER MARKETING AUGUST 2018

STACY JACKSON, Vice
President, Strategy
Development &
Shopper Marketing
Jackson identifies and
aligns emerging trends
and business opportunities establishing joint partnership between CocaCola and Kroger. She and her team
lead the development of key shopper marketing programs to increase
household penetration and basket
size among loyal Kroger shoppers.
DOUG MIDDLEBROOKS,
Assistant Vice President,
Shopper Marketing,
National Convenience
Retail
Middlebrooks leads
a high-energy, high-impact team
of marketers who create contoured
shopper solutions for convenience retail customers nationally, specializing
in full path to purchase, digital, proximity and occasion-based marketing.
RACHEL SMITH, Assistant Vice
President, Customer Marketing

COLGATEPALMOLIVE

Photo by Mark Conrad

DANONE NORTH AMERICA: ALYSIA ROSS,
Director, Shopper Marketing

A

lysia Ross saw a dream job opportunity in Danone
North America's (then The Dannon Co.'s) opening
for an experienced shopper marketer to establish
and lead a headquarters-based shopper team. She
had already held various shopper and foodservice roles in
the food and beverage industry at PepsiCo and Dr Pepper
Snapple Group. She's even worked on the agency side leading shopper teams and embracing the role of drug channel
leadership. For Ross, establishing and socializing a strategic
shopper discipline at a company like Dannon was an opportunity she couldn't pass up.
Please describe your current role.
ROSS: I lead the yogurt business unit center shopper mar-

keting team, acting as the liaison between the yogurt brand
teams and the retail teams in the field. My role includes
working with the brands on their shopper strategy and platforms, and disseminating that information to the field and
helping them in customizing it for their retailers. My role
also includes profit and loss responsibility for the field and
agency budgets.
How does your company define shopper marketing?
ROSS: Create solutions that meet retailer objectives and shop-

per needs. Convert trips. Differentiate Danone brands from
the competition. Drive awareness, trial and repeat. Grow the
basket and enhance quality merchandising execution.
What motivates you most in your current position?
ROSS: When Danone joined with WhiteWave, we recognized

the possibilities to make an impact through our impressive
portfolio of brands. As we work to bring together our culture,
systems and ways of working, what motivates me is being
a part of the journey we have made over the past year, and
watching these two purpose-driven companies come together.
How has shopper marketing moved forward in the past
decade?
ROSS: Over the last decade, shopper has progressed from

being considered a very tactical, executional function (often confused or even combined with trade marketing), to
leading as an insight-based and strategic discipline. With

the widespread acquisition of custom shopper data and its
availability, personalization is a necessity to any campaign.
Digital tools have also played a role in the customization of
shopper communication - no longer an afterthought, but an
essential part of any campaign that attempts to speak to the
shopper across her journey.
What is the shopper's greatest need today?
ROSS: Customized, convenient solutions are the core of the

shopper's needs. It boils down to making the shopper's life
a little easier. Whether it's a merchandising solution that
showcases the ingredients to a recipe, a customized email
that provides coupons for the brands I use or an online grocery delivery system that knows the items I need, shoppers
are hungry for ways to make their lives easier and use their
time more efficiently.
How is your team or organization working to meet that
need?
ROSS: As a leader in the dairy and plant-based offerings,

Danone North America has a portfolio of brands that meets
shoppers across seasons, occasions and need states. To capitalize on this, we are creating a series of portfolio events
that both align with retailer calendars and showcase our
brands under umbrella themes that make sense to our shoppers. For example, no other company can provide breakfast
choices for the entire family and its varying tastes - from
coffee to creamers to organic milk, dairy, nut and plantbased yogurts, our portfolio can help build the basket for
our customers and provide solutions for our shoppers.
What's your vision of retail and shopper marketing in
5-10 years?
ROSS: As shopping continues to migrate online, influencing

purchase decisions will evolve. As the virtual shelf replaces
the metal shelf, new approaches will need to be developed
to disrupt the shopping experience across the path to purchase. Personalization will be key to this, and as our access
to data grows, it will provide the opportunity to tailor communications to the shopper at the right time, with the right
message, with the right vehicle.
- Institute Staff

JAIRO GARCIA,
Shopper Marketing
Director, Walmart &
Sam's Club
Garcia is responsible
for Oral Care, Personal
Care and Home Care shopper marketing strategies and programs to
drive profitable category growth for
Colgate, Walmart and Sam's Club.
DIPIKA HEMDEV, Shopper
Marketing Manager, Oral Care
Hemdev joined the company in 2016
and has since led strategy and execution of key platforms and brand activations for personal care and home
care brands including Irish Spring,
Softsoap and Palmolive. 
JOANNE MURPHY, Director of
Shopper Marketing

CONAGRA BRANDS
ALLISON DUCHARME,
Shopper Marketing,
Retail Innovation
Manager
With experiences at
both retailer and CPG
companies, Ducharme develops instore merchandising vehicles across
all retailers for key brands. She focuses on establishing new vendor/
partner relationships and innovative
programs to accelerate new product
launches and increase size of basket.
She also manages allocated A&P
funding to drive brand and company
strategy, while maximizing ROI.



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

Contents
Shopper Marketing - August 2018 - Intro
Shopper Marketing - August 2018 - 1
Shopper Marketing - August 2018 - 2
Shopper Marketing - August 2018 - Contents
Shopper Marketing - August 2018 - 4
Shopper Marketing - August 2018 - 5
Shopper Marketing - August 2018 - 6
Shopper Marketing - August 2018 - 7
Shopper Marketing - August 2018 - 8
Shopper Marketing - August 2018 - 9
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