Shopper Marketing - March 2016 - 62


HALL OF FAME PROFILE: BARRY ROBERTS

Excellence. It's an organizational evolution that
will help us develop scale programs quicker,
institutionalize learnings and expertise, and
more broadly reach our retailer customers with
shopper activity. It gives us more bandwidth
to better connect to and integrate our efforts
across our commercial organization.
Where is it located?
ROBERTS: The Center of Excellence is based
in New York; Marie-Agnes Daumas is heading
it up for us. We have a number of individuals
who are then responsible for that development and coordination work.
We've also got shopper marketers embedded in our customer teams for many of our
customers. The intent is to
integrate us more within the
commercial processes and to
get better and faster development of shopper.
The word "team" seems to
come up a lot around here.
ROBERTS: It does, without a
doubt. You and I have talked
about how uncomfortable I
am with this "Hall of Fame"
honor because it really is all
about the team. Getting the
right individuals onto the
team is absolutely essential,
and the quality of people that
I've been allowed to have on the teams has
been tremendous. Whether it's in support of
new products, shopper platform work, scale
events or customer-specific events, it's really
helped us to be able to drive our efforts and
62

y SHOPPER MARKETING MARCH 2016

to be recognized for some of the work that
we've had.
Marie and I have worked together now for
a number of years on the shopper marketing
effort. Typically, we get other team members
in for approximately two-year positions; most
have been promoted out into exceptional
positions within the commercial organization,
including international positions. It's a great
career rotation to have because it helps them
understand retail, understand individual customers, and understand the whole customer
development side of the business.
I like to think that I borrow our marketing
people for a couple of years and return them
much stronger.

Speaking of career paths, do you monitor
how colleges are teaching shopper
marketing these days?
ROBERTS: Some schools are now broadening
the curriculum to include shopper, although



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
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