Shopper Marketing - September 2016 - 57


working cross functionally, it's like an MBA,"
she says. "I was there for 15 months in a rotational role, and I got exposed to everything on
the inside of a company versus just selling the
product."
She moved on to Ghirardelli, where she was
team leader for national accounts. She worked
again with Safeway, but in 2012, something
new came up. "This company called Amazon
was just starting to sell food, and literally [Ghirardelli] said, 'Your job ... you know how to
use Facebook, you try to sell Amazon,'" says
DeChiara. "That launched my career into the
space as it is today."

Erin DeChiara
COMPANY: Barilla America
TITLE: E-Commerce Sales & Strategy
Lead
AGE: 34
EDUCATION: California Polytechnic
State University, San Luis Obispo
(bachelor's, agri-business)
At Barilla for two years now, DeChiara has
overseen the formation of the company's ecommerce foundation, and it's what she's
most proud of. "In a matter of two years we've
accomplished a heck of a lot," she says. "We
have strategy, we have improved our supply
chain, we have P&L. We're at the point where
we're not building anymore - it's built - and
doing it while growing."
Working for a midsized brand means wear-

ing many hats. DeChiara and her team (a category manager and a salesperson) handle
product development, e-commerce-ready
products and e-commerce packaging.
"How do we work with Amazon to get the
product there faster and in the format they
need it?" she says. "Also, where to play? There's
the new ones, Boxed.com, Jet.com, Peapod.
New customers are coming on every year, and
we're limited not only in financial but human
resources as well, [so we are] really segmenting
who we want to work with, where we want to
end up."
She says there are a few main challenges for
her and her team. One is economies of scale.
In e-commerce, there are smaller trucks and
different packaging than the traditional supply chain tactics. Another is content renewal
- the updating and refreshing of it. The third
is the holy grail. "Profitability is always a fun
one," says DeChiara, "because e-commerce
has not been profitable for a lot of companies,
so (we've been) developing a five-year plan to
get to a somewhat profitable state working on
customer-specific P&Ls."
E-commerce and shopper marketing work
hand in hand at Barilla, she says. Her team
works daily with the shopper marketing team,
and "omnichannel is part of what we do."
"I consider myself a sales strategist and a
salesperson, if you ask me where I fit," she says.
"We're always trying to ensure what you see
online is what you're going to see in-store and
leverage and make them work harder together. We know there's no line for the shopper
between what they see on the internet and
shopper experience in the store. It's all one experience for them, so we focus on that."
SEPTEMBER 2016 SHOPPER MARKETING y

57


http://www.Boxed.com http://www.Jet.com

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

Contents
Shopper Marketing - September 2016 - Intro
Shopper Marketing - September 2016 - 1
Shopper Marketing - September 2016 - 2
Shopper Marketing - September 2016 - 3
Shopper Marketing - September 2016 - Contents
Shopper Marketing - September 2016 - 5
Shopper Marketing - September 2016 - 6
Shopper Marketing - September 2016 - 7
Shopper Marketing - September 2016 - 8
Shopper Marketing - September 2016 - 9
Shopper Marketing - September 2016 - 10
Shopper Marketing - September 2016 - 11
Shopper Marketing - September 2016 - 12
Shopper Marketing - September 2016 - 13
Shopper Marketing - September 2016 - 14
Shopper Marketing - September 2016 - 15
Shopper Marketing - September 2016 - 16
Shopper Marketing - September 2016 - 17
Shopper Marketing - September 2016 - 18
Shopper Marketing - September 2016 - 19
Shopper Marketing - September 2016 - 20
Shopper Marketing - September 2016 - 21
Shopper Marketing - September 2016 - 22
Shopper Marketing - September 2016 - 23
Shopper Marketing - September 2016 - 24
Shopper Marketing - September 2016 - 25
Shopper Marketing - September 2016 - 26
Shopper Marketing - September 2016 - 27
Shopper Marketing - September 2016 - 28
Shopper Marketing - September 2016 - 29
Shopper Marketing - September 2016 - 30
Shopper Marketing - September 2016 - 31
Shopper Marketing - September 2016 - 32
Shopper Marketing - September 2016 - 33
Shopper Marketing - September 2016 - 34
Shopper Marketing - September 2016 - 35
Shopper Marketing - September 2016 - 36
Shopper Marketing - September 2016 - 37
Shopper Marketing - September 2016 - 38
Shopper Marketing - September 2016 - 39
Shopper Marketing - September 2016 - 40
Shopper Marketing - September 2016 - 41
Shopper Marketing - September 2016 - 42
Shopper Marketing - September 2016 - 43
Shopper Marketing - September 2016 - 44
Shopper Marketing - September 2016 - 45
Shopper Marketing - September 2016 - 46
Shopper Marketing - September 2016 - 47
Shopper Marketing - September 2016 - 48
Shopper Marketing - September 2016 - 49
Shopper Marketing - September 2016 - 50
Shopper Marketing - September 2016 - 51
Shopper Marketing - September 2016 - 52
Shopper Marketing - September 2016 - 53
Shopper Marketing - September 2016 - 54
Shopper Marketing - September 2016 - 55
Shopper Marketing - September 2016 - 56
Shopper Marketing - September 2016 - 57
Shopper Marketing - September 2016 - 58
Shopper Marketing - September 2016 - 59
Shopper Marketing - September 2016 - 60
Shopper Marketing - September 2016 - 61
Shopper Marketing - September 2016 - 62
Shopper Marketing - September 2016 - 63
Shopper Marketing - September 2016 - 64
Shopper Marketing - September 2016 - 65
Shopper Marketing - September 2016 - 66
Shopper Marketing - September 2016 - 67
Shopper Marketing - September 2016 - 68
Shopper Marketing - September 2016 - 69
Shopper Marketing - September 2016 - 70
Shopper Marketing - September 2016 - 71
Shopper Marketing - September 2016 - 72
Shopper Marketing - September 2016 - 73
Shopper Marketing - September 2016 - 74
Shopper Marketing - September 2016 - 75
Shopper Marketing - September 2016 - 76
Shopper Marketing - September 2016 - 77
Shopper Marketing - September 2016 - 78
Shopper Marketing - September 2016 - 79
Shopper Marketing - September 2016 - 80
Shopper Marketing - September 2016 - 81
Shopper Marketing - September 2016 - 82
Shopper Marketing - September 2016 - 83
Shopper Marketing - September 2016 - 84
Shopper Marketing - September 2016 - 85
Shopper Marketing - September 2016 - 86
Shopper Marketing - September 2016 - 87
Shopper Marketing - September 2016 - 88
Shopper Marketing - September 2016 - 89
Shopper Marketing - September 2016 - 90
Shopper Marketing - September 2016 - 91
Shopper Marketing - September 2016 - 92
Shopper Marketing - September 2016 - 93
Shopper Marketing - September 2016 - 94
Shopper Marketing - September 2016 - 95
Shopper Marketing - September 2016 - 96
Shopper Marketing - September 2016 - 97
Shopper Marketing - September 2016 - 98
Shopper Marketing - September 2016 - 99
Shopper Marketing - September 2016 - 100
Shopper Marketing - September 2016 - 101
Shopper Marketing - September 2016 - 102
Shopper Marketing - September 2016 - 103
Shopper Marketing - September 2016 - 104
Shopper Marketing - September 2016 - 105
Shopper Marketing - September 2016 - 106
Shopper Marketing - September 2016 - 107
Shopper Marketing - September 2016 - 108
Shopper Marketing - September 2016 - 109
Shopper Marketing - September 2016 - 110
Shopper Marketing - September 2016 - 111
Shopper Marketing - September 2016 - 112
Shopper Marketing - September 2016 - 113
Shopper Marketing - September 2016 - 114
Shopper Marketing - September 2016 - 115
Shopper Marketing - September 2016 - 116
Shopper Marketing - September 2016 - 117
Shopper Marketing - September 2016 - 118
Shopper Marketing - September 2016 - 119
Shopper Marketing - September 2016 - 120
Shopper Marketing - September 2016 - 121
Shopper Marketing - September 2016 - 122
Shopper Marketing - September 2016 - 123
Shopper Marketing - September 2016 - 124
Shopper Marketing - September 2016 - 125
Shopper Marketing - September 2016 - 126
Shopper Marketing - September 2016 - 127
Shopper Marketing - September 2016 - 128
Shopper Marketing - September 2016 - 129
Shopper Marketing - September 2016 - 130
Shopper Marketing - September 2016 - 131
Shopper Marketing - September 2016 - 132
Shopper Marketing - September 2016 - 133
Shopper Marketing - September 2016 - 134
Shopper Marketing - September 2016 - 135
Shopper Marketing - September 2016 - 136
Shopper Marketing - September 2016 - 137
Shopper Marketing - September 2016 - 138
Shopper Marketing - September 2016 - 139
Shopper Marketing - September 2016 - 140
Shopper Marketing - September 2016 - 141
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Shopper Marketing - September 2016 - 143
Shopper Marketing - September 2016 - 144
Shopper Marketing - September 2016 - 145
Shopper Marketing - September 2016 - 146
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Shopper Marketing - September 2016 - 148
Shopper Marketing - September 2016 - 149
Shopper Marketing - September 2016 - 150
Shopper Marketing - September 2016 - 151
Shopper Marketing - September 2016 - 152
Shopper Marketing - September 2016 - 153
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Shopper Marketing - September 2016 - 155
Shopper Marketing - September 2016 - 156
Shopper Marketing - September 2016 - 157
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Shopper Marketing - September 2016 - 159
Shopper Marketing - September 2016 - 160
Shopper Marketing - September 2016 - 161
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Shopper Marketing - September 2016 - 163
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Shopper Marketing - September 2016 - 165
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Shopper Marketing - September 2016 - 168
Shopper Marketing - September 2016 - 169
Shopper Marketing - September 2016 - 170
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Shopper Marketing - September 2016 - 206
Shopper Marketing - September 2016 - 207
Shopper Marketing - September 2016 - 208
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