Shopper Marketing - August 2018 - 24
24 10TH ANNUAL | WHO'S WHO IN SHOPPER MARKETING
SHOPPER MARKETING AUGUST 2018
LIZ MAYER, Director,
Mayer leads a passionate team whose trusted
retailer and brand partnerships bring families
together for memorable meals and
moments. The team's focus on collaboration, shopper solutions and
omnichannel strategies drive brand
conversion and category growth.
KRIS CEVASCO, Shopper Marketing
Curry is responsible
for building engagement strategies and
activations that connect a shopper
need with Johnson & Johnson iconic
brands. The team's shopper solutions are uniquely crafted to influence
purchase, wherever and however the
shopper is shopping.
CHAUNCEY GERMIN, Manager,
Shopper Insights and Category
Photo by Timothy Shonnard
CLIF BAR: CHRISTINE JENSEN, Senior Shopper Marketing Manager
hristine Jensen began her career at Nestle in a leadership rotational program in various sales roles before moving to integrated marketing. After pursuing an MBA with a focus on marketing, she joined
Clorox on the consumer promotions team working on the
charcoal category. With a love for athletics, an undergraduate
degree in nutrition and a desire to work for a brand that was
not only focused on the bottom line but also purpose driven,
she couldn't turn down an opportunity with Clif Bar & Co.
In eight years at Clif, she's worked in a brand management
role on the Clif Kid team before eventually making her way
back to her shopper marketing roots as she works to build
the function at Clif.
guided by what we call our five aspirations: sustaining our
business, brands, people, community and the planet. These
aspirations help my team consider decisions from multiple
perspectives that we value. A simple example of how these
aspirations guide our shopper programs is with printing collateral. We consider more than price when deciding which
vendor to use. Does the vendor print on recycled paper? Is
the vendor involved in any community building activities?
And so forth. It's refreshing to work for a company that uses
these aspirations as a guidepost for making decisions.
Describe your current role.
JENSEN: My team works across Clif, Luna and Clif Kid
aware of the shoppers' uniqueness and the need to target
them. There really is no one-size-fits-all approach because
shoppers are diverse with a completely different and complex path to purchase. Shopper marketers have responded
by creating a deeper understanding of shopper segments
and mindsets and are now creating a more custom approach
to influencing purchase behavior.
brands and customers in our portfolio, and sits on the integrated marketing team between brand and sales. We support our brand strategies and customer needs by creating
consumer engagement plans that support each of our brands'
objectives. One of the aspects that I love about my role is that
every day is different. I may be rolling out a three-year plan to
support our shopper marketing team one day, meeting with
an account manager to discuss an upcoming marketing program execution, or building a plan with our field marketing,
sports marketing, sales and brand teams to reach runners
and shoppers in Boston leading up to the Boston Marathon.
How has shopper marketing moved forward in the past
JENSEN: Over the last decade brands have become more
What is the shopper's greatest need today, and how is
your team or organization working to meet that need?
JENSEN: We need to go beyond mass awareness and into
What motivates you most in your current position?
JENSEN: While most companies have one bottom line at
customization. In the past, we'd fill the retail environment
with marketing messages from floor to ceiling. These days,
shoppers are more consumed than ever with their mobile
devices and they desire custom offerings. So we see shoppers becoming less responsive to in-store marketing messages. While digital platforms offer great engagement and customization opportunity, it is important that we complement
digital shopper strategy with in-store activity and make sure
that message is strong and cohesive with digital. We need
to remember the human experience as we work with our
e-commerce team to coordinate digital marketing programs
with our in-store experience because we have not gone so far
into the future that the shopper no longer values that experience. It's finding the right balance.
Clif, we are a private, family and employee-owned company
- Institute Staff
How does your company define shopper marketing?
JENSEN: It has evolved over the last six years since the
function was initially resourced. At first it was focused on
consumer promotions and met a very specific need for some
larger retailers looking for unique pack types and programs.
Today shopper marketing works with our brick-and-mortar and online retailers' brand and sales teams to influence
choice, drive conversion and build consumption and brand
love across the entire shopper journey.
PIA KELLY, Senior
Marketing & Insights
Kelly leads omnichannel shopper marketing
efforts for Johnson &
Johnson consumer brands at CVS
and on CVS.com.
Kennemer is responsible for developing
and executing insightdriven shopper marketing activations
for Johnson & Johnson's Beauty portfolio at Walmart. She strives to deliver
innovative, omnichannel programs
that drive sales and elevate the shopping experience.
ROSE LAFRONZ-DIX, Shopper
Marketing & Consumer
Promotions - U.S.
McGough is responsible
for leading and developing national
and shopper marketing omnichannel plans to meet today's shoppers
needs across the U.S. Self Care-Pain
franchise. She has successfully helped
lead multi-brand U.S. Self CareCommercial Events with maximum
partnership at top customers, and
innovative shopper activation plans
against key new product launches.
YASMEEN SPOTWOOD, Shopper