Shopper Marketing - August 2018 - 34

34

SHOPPER MARKETING AUGUST 2018

WHO'S WHO

in Shopper Marketing
We caught up with a few of the people who were profiled
in our inaugural Who's Who in Shopper Marketing in 2009.

Your current job ...
JACKSON: The breadth of expertise and executional capability that Advantage Solutions brings to the table for retailer
and CPG partners is unmatched in the marketplace. My role
is to act as a network partner with retailers, helping them
monetize their physical assets, and with brands delivering omnichannel media and promotion bundles, as well as
standalone products, that drive consumer/shopper engagement, category conversion and incremental sales lifts.

Geoff Jackson
THEN
Director, shopper and event
marketing, Campbell Soup Co.
NOW
President, Advantage Retail
Media

Your career ...
JACKSON: In 2008 I was thrown into the deep end of the
shopper marketing pool, managing the capability for the
Campbell Soup Co. Before that I lived in the ivory tower of
brand management - the sales guys ("shopper marketers" included) were in charge of rates and dates, and retailers were
a necessary evil. Wow, did I have a thing or two to learn!
Those early days in shopper marketing taught me to never be
comfortable or content with the status quo because, in our
dynamic business, the status quo no longer exists. The lines

between brand marketing, consumer promotion and shopper marketing continue to blur, and the balance of power
between retailers, brands and shoppers is in constant flux.

Shopper marketing ...
JACKSON: Remember 2009 ... before shoppers, enabled
by digital technologies, banded together with others in their
networks and even with strangers for retail and product reviews to drive decision making ... before online shopping
and product pickup were the major drivers of growth ...
before we had to "entertain" the shopper at every turn ....
and when big brands always ruled the day? Those days are
gone. Today, every shopper is walking around with the path
to purchase in his or her pocket and new digital capabilities
come to market on a daily basis. We are at the intersection
of experience, content, technology and human interaction,
and the winners in this new ecosystem will be the ones that
bring the digital and the physical worlds together in seamless, hyper-targeted ways.

Your current job ...

Your current job ...

MARSHALL: Smith Teamaker crafts arti-

GLACE: At IMC Marketing Com-

sanal teas that showcase an artful talent for
creating unexpected combinations of flavors
and aromas. It was founded by the late, legendary teamaker Steven Smith - a pioneer
of the American maker movement and the
founder of several of the world's most successful tea brands, including Stash and
Tazo. Today, our company connects people
with the transformative power of creativity
by crafting exceptional tea experiences. It
is generating some of the highest growth in
the industry. I have the privilege of leading our company through our next phases of
growth and have overall accountability for
the business worldwide.

munications, we conceive and
implement strategic, creative and
innovative solutions and experiences for consumers, customers,
and employees. Our work occupies a category all its own, blending marketing, design and development. My role is to lead clients
in transforming their business
processes, developing new capabilities and ultimately driving
change and growth across the
entire organization.

Darren
Marshall

Your career ...

THEN
VP, global customer and
shopper marketing,
Coca-Cola Co.

MARSHALL: I've been very fortunate to

NOW

Your career ...

John Glace
THEN
Senior director, global
shopper marketing,
Johnson & Johnson

have worked in marketing, commercial and
CEO, Smith Teamaker
general management roles over my career, in
both the consumer goods and luxury sectors, in several countries around the world. Working in the shopper space was
pivotal in broadening my personal perspective from the "consumer + brand"
relationship to also include the "shopper + retailer" relationship. In today's
omnichannel world, success will only come when we build businesses holistically, with an aim to capture both brand love and brand value.

GLACE: Pioneering shopper
NOW
marketing at J&J was a wonderVP, integrated marketing
ful, formative experience. It was
communications &
also a daily exercise in expansive
strategy, IMC Marketing
and inclusive thinking. I was
Communications
forced to take risks and develop
a more curious, creative and resilient sensibility. Blazing a trail
is hard work! At IMC Marketing Communications, I'm constantly
leveraging my early experiences to develop solutions and serve our
clients. When you learn lessons the hard way, they tend to stick.

Shopper marketing ...

Shopper marketing ...

MARSHALL: So many things have changed over the past decade, with digital

GLACE: In the early days, our practice was met with a predict-

disrupting almost every element of the retail world. "Stack it high and watch it
fly" is ancient history now, and data is not only enabling us to hyper-segment
our shoppers by every need state, motivation or occasion, but also allowing
us to create and coordinate consistent experiences across every step of the
omnichannel path to purchase. The technology may have changed, but the
disciplines that many of us pioneered in the early days continue to be the
foundation of modern retail marketing.

able level of skepticism. I can't tell you how many times I had to
ensure management that this wasn't just "more trade spending."
We've certainly come a long way. The last decade has seen countless refinements to shopper marketing's insights, strategies and
outcomes. Driving fully integrated retail and digital campaigns,
I'm consistently amazed by the impact just 10 years have made.
It's been quite a journey, but it's far from over.



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
Shopper Marketing - August 2018 - 11
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