Shopper Marketing - August 2018 - 18

18 10TH ANNUAL | WHO'S WHO IN SHOPPER MARKETING

SHOPPER MARKETING AUGUST 2018

BETH OROZCO, Managing Director,
Shopper Marketing
JOHN SCHOENECKER,
Director, Shopper
Marketing
Schoenecker leads a
team responsible for
the strategy, development and execution of shopper and
digital marketing programs with key
retail and distributor partners across
the Western U.S.
HERB SMITH, Vice
President, Off-Premise
Customer Development,
Category Management
and Control States
Smith's responsibilities include all grocery chains,
convenience, club, dollar, mass and
discount chains. He is most proud of
the collaborative relationships he has
built with all of his customers. Smith
assumed his current post in January
2005.
JAMIE WILLIAMSON,
Creative Director,
Gallo Shopper 360
Williamson is the creative lead over Gallo
Shopper 360, the internal shopper marketing agency serving the E. & J. Gallo portfolio of wine
and spirits brands.

Photo by Brian Morrison

PERNOD RICARD: JOE WILLS, Senior Customer

JILL DELELLE, Manager, Shopper
Marketing

Solutions Manager

W

ith a background in fine arts/oil painting, Joe
Wills' path to Pernod Ricard was anything but
traditional. From an assistant buying position
at Wynn Resorts to mastering JDA space planning at Sears Holdings, Wills then jumped into a traditional
CPG category management position with Sara Lee before
heading into shopper marketing and hybrid roles.

say that the use of data and research behind a program has
helped marketers become more focused and granular to gain
the best ROI. As for ROI I know that we are all focused on
whether the spend was efficient, but at the end of the day we
really need to know if product is being moved off the shelf to
shoppers' homes to really determine if a program was successful and worth repeating.

Please describe your current role.
WILLS: I hold the position of senior customer solutions man-

What is the shopper's greatest need today, and how is
your team or organization working to meet that need?
WILLS: Instant gratification and access to all products at all

ager within Pernod Ricard's off-premise national account
team. Working in conjunction with the sales team, my primary goal is to identify and commercialize insights on industry trends, retail trends and consumer shopping habits that
support our overall sales objectives. Once key programs are
developed and executed I am also responsible for providing
post-event analysis that is fed up through our finance team
for further ROI analysis. Based in Chicago, it is no surprise
that my key customers include Walgreens, Rite Aid, JewelOsco, Mariano's and other Illinois regional chain customers.
Can you share a recent example of your team's work
that stands out?
WILLS: My company has really narrowed its focus to de-

velop purposeful innovation based on insights around the
consumer taste profile and where there are gaps in the category and subsequent segments. Based on this approach, we
have held the top overall spirits innovation products for a
couple of years, first with the launch of Jameson Caskmates
Stout Edition in 2015, then again in 2017 with the launch
of Absolut Lime. With both of these launches we saw trial
and repeat build quickly and over time sales velocities kept
on increasing, all while maintaining a full 360 support for
the launch.
How has shopper marketing moved forward in the past
decade?
WILLS: The question is, how hasn't it? The non-linear

purchase behavior of shoppers now has really helped the
shopper marketing function evolve at a rapid rate. I would

EDGEWELL
PERSONAL CARE

times. In the adult beverage industry there is a fine line in
terms of legally what services and tactics can be executed.
We have a great digital team that is starting to really push the
needle in terms of content development to educate the consumer as quickly as possible as well as being able to provide
instant click to consumption models where possible.
What about shopper marketing concerns you?
WILLS: As we have seen on many social platforms in re-

cent months it would be privacy and transparency. In-store
shopper experiences aside, are we as shoppers divulging too
much information to our retailers and CPG suppliers? That
is yet to be determined. But as shoppers become more intelligent, it is something that all marketers will have to keep in
the back of their minds, how far is too far to take targeting,
geo-fencing and traditional couponing. 
What's your vision of retail and shopper marketing in
5-10 years?
WILLS: I have a feeling that click-and-collect with click and

delivery is really going to take off, especially as Millennials start to turn into small families. We all know limited
free time is a huge constraint on families of any size. With
that evolution, traditional brick-and-mortar will continue to
consolidate and a smaller format of the traditional retail environment will emerge. From a marketing strategy perspective, precise communication tied to product availability is
going to be key for successful sales campaigns.
- Institute Staff

JULIE CHRISTIDES,
Director of Category
and Shopper Activation

JACKIE KUNREUTHER, Senior
Manager, Shopper Marketing
JONATHAN RHYAN, Senior
Manager, Shopper Marketing
BETH ST. RAYMOND, Director of
Shopper Marketing, Merchandising
and Display

ENERGIZER
HOLDINGS
THU BANG, Senior Manager,
Americas Shopper Activation
MIKE LAMPMAN, Vice President,
Commercial Strategy & Trade
Marketing

F
FAMILY DOLLAR
STORES
MATTHEW MARTIN, Vice President,
Marketing & Customer Experience
GAIL MERCER, Director, Marketing
Planning & Strategy
DONALD SMITH, Vice President,
Marketing



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
Shopper Marketing - August 2018 - 10
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