Shopper Marketing - August 2018 - 30
30 10TH ANNUAL | WHO'S WHO IN SHOPPER MARKETING
SHOPPER MARKETING AUGUST 2018
Regional Vice President,
Shopper & Consumer
McGowan has more
than 20 years of experience in brand marketing, sales, shopper insights and shopper marketing.
He currently leads the shopper marketing function within Mondelez. He
also has responsibility for large-scale
and partnership programming.
Rickert manages the
strategy, planning and
execution for the company for the
value channel as well as 7-Eleven.
Photo by Mark Conrad
PHILIPS: KELLY DOWNEY, Vice President of Marketing
Operations, Philips Personal Health NA
elly Downey started her career at General Foods in
field sales before it became Kraft. She worked her
way through various sales planning, consumer promotions and sales management roles over 21 years
before moving over to Unilever to run shopper marketing.
Her team managed a variety of burgeoning channels such as
dollar stores, drug, club and beauty. This also is where she
cut her teeth on Amazon and e-commerce. She continued
her education by moving to Philips in 2013. At Philips Personal Health, she started as the vice president of digital and
shopper marketing, accountable for Philips.com, the Philips
online store, CRM, the consumer care team and the digital
center of excellence team before her role evolved last year into
the vice president of marketing operations.
Describe your current role.
DOWNEY: My responsibilities have expanded to include the
integrated marketing communications (media, PR, social,
communications) and category management teams. This
role is responsible for the overall vision, strategy, capability
building and execution for Philips marketing services activities in North America across all categories and customers to
deliver a seamless consumer experience.
How does your company define shopper marketing?
DOWNEY: At Philips, we believe that demonstrating our
"shopper obsession" in collaboration with our retailer partners will deliver growth for our portfolio of brands and categories through key shopper segments. The ultimate vision is
to drive purchase awareness, consideration and conversion
by directing consumers to where products are purchased and
winning their attention at-shelf and online, at the precise moments and locations where shoppers are ready to engage.
Can you share a recent example of your team's work
that stands out?
DOWNEY: A recent example of our success has been the launch
of our Philips Norelco OneBlade. Through a combination of
breakthrough product and marketing innovation we have been
able to disrupt the category and consumer. The marketing component of the launch was highly targeted and digital in nature,
designed to reach and engage Millennial males along the digital consumer decision journey with impactful placements and
conversion tactics at point of purchase as well.
What motivates you most in your current position?
DOWNEY: The fast pace of all things digital, the changing
consumer landscape and my talented team. I have an amazing team that teaches me new things every day as they bring
unique skills and subject matter expertise to our brands, our
retailers and Philips overall.
What was your biggest professional challenge, and
how did you overcome it?
DOWNEY: My biggest professional challenge was actually
transitioning cross functionally - a few times. I moved from
sales to promotion to shopper marketing and then to digital. It
was always frightening to admit what I did not know in a new
role. A strong desire to keep the consumer and customer front
and center has remained my north star, built on solid retail
roots from early in my career. The basics of sales and marketing do not really change - just the technology and tactics.
How has shopper marketing moved forward in the past
DOWNEY: I think shopper marketing has moved forward
just like traditional marketing - with consumers in more
control than ever and also digital, moment marketing is so
critical to the path to purchase. Measurement has also come
a long way. Data is the new currency.
What is the shopper's greatest need today, and how is
your team or organization working to meet that need?
DOWNEY: I think consumers/shoppers crave more personal-
ization today. We work closely with our internal teams to better understand who our consumer is, where they are and how
they engage. We have external partners to help provide meaningful and relevant content, products and solutions to them.
What's your vision of retail and shopper marketing in
DOWNEY: As the omnichannel lines blur, we recognize the
inextricable link between shopper marketing and the digital shopper journey - especially in an ever-changing retail
environment. An end-to-end approach will be critical from
trigger to purchase, online or offline. As delivery methods
evolve from trucks to drones and purchase points develop
from store aisles to voice-activated ordering, it continues to
be a brave new world at retail. We all need to stay on our toes.
- Institute Staff
U.S. Lead, Shopper
Marketing Strategy &
Tilley oversees shopper
marketing and strategic
partnerships for Biscuit brands, linking customer strategies and shopper
insights with brand strategies and
consumer insights. Tilley manages
the company shopper center of
excellence headquarters, including
shopper planning, execution and post
As the shopper marketing lead for the
initiatives, Wright develops strategies and implements programming
to drive shopper engagement and
sales growth across the Mondelez
portfolio. With 15 years' experience in
shopper marketing and sales, she has
spent the last five years at Mondelez.
McCain leads shopper marketing for the
grocery channel, marketing some of
the most recognizable brands in the
health & wellness industry including
Osteo Bi-Flex, Pure Protein, Met-Rx
and Nature's Bounty. She's responsible for developing shopper marketing programs that are grounded in
insights to build brand affinity and
Singleton is the shopper marketing lead
across all channels for
the company. She is responsible for
developing insights-driven shopper
programs that drives sales, build
loyalty among shoppers and grow
category and brand share.
Table of Contents for the Digital Edition of Shopper Marketing - August 2018
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
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