Shopper Marketing - March 2016 - 60


HALL OF FAME PROFILE: BARRY ROBERTS

terrific piece of work and still very relevant to
what we are doing today. I came in to build the
capability and organization for North America. We initially developed a shopper marketing role in our key customers and a shopper
role in our categories just to enable us to push
out shopper marketing across the commercial organization. We trained our teams on
what shopper marketing was able to do and
challenged them to think about things in a
different way from the way in which we'd
done things before.
I think there was a desire to be more retail
focused in the way we do things. We're extremely strong when it comes to marketing to
consumers, and we wanted to better understand the marketing process when they are in
a chooser, as opposed to a user, mindset. One
of the values of our organization is continuous improvement, so we really focused on
building a capability across the commercial
organization as opposed to just having pockets of excellence.
What did that involve?
ROBERTS: It required an understanding
of how our innovation teams, our marketing teams, our customer teams, our insights
teams, category management - all of the
commercial departments - can pull together
to add value to the shopper. And of course,
shopper marketing must integrate with overall marketing planning and how we connect
with the consumer as well. So we've got to
make it easy to move from a consumer user
standpoint to a shopper chooser standpoint
and make sure we are considering that holistically.
60

y SHOPPER MARKETING MARCH 2016

How was it structured?
ROBERTS: We started shopper marketing
under the marketing function so that we'd
have marketing people working in customer
shopper marketing roles. The benefit was that
they brought a different lens to the customer
team on opportunities that we had with some
customers. We also had category shopper
marketing embedded in the brand marketing
teams. When you're developing a new area,
you want to make easy connections with the
departments that are fundamental to making
it successful. It was important to make sure
that we had people in place to champion the
shopper effort.
Were there any major bumps or
breakthrough moments?
ROBERTS: We started up shopper in 2007,
the year the first iPhone came out. Then, less
than a year later, we were dealing with the
sub-prime mortgage crisis. Both directly affected the ways in which shoppers shop, and
we had to change some of the ways we operated. To have thought shopper marketing
through, I think, at a relatively early stage, was
very beneficial.
The level of change we've been dealing
with over the past several years has been bigger and faster than certainly anything I've
seen in my career. And it's just going to continue.
Has the structure evolved, and how are you
structured today?
ROBERTS: Oh, yes, we've evolved over time.
Although I can't share specifics on structure, I
can tell you that we recently built a Center of



Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
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