Shopper Marketing - September 2016 - 60


PEOPLE TO WATCH

online to drive traffic to the right places, drive
that consideration and closure?"
In contrast to the massive resources at
Procter & Gamble - where Gamboa led the
coordination of online and in-store merchandising/marketing efforts to deliver record
sales for Iams at PetSmart in December 2014 -
Gamboa had a team of two, including himself,
at Jack Link's. Since that presentation, he's
grown the Jack Link's e-commerce business
from nearly $3 million to a projected nearly
$10 million for 2016.
Gamboa credits his experience at Procter &
Gamble with giving him a fundamental grasp of
building an online business. At Jack Link's, he's
had to become resourceful and wear many hats
within e-commerce. "At P&G, I had marketing resources, IT resources and logistics resources, and
I could manage the process and hand things off
to experts in their field to do stuff that needed
to be done," Gamboa says. "[At Jack Link's] I've
learned a lot of things outside the scope of my
day job that have made me a more well-rounded e-commerce individual."

Esteban Gamboa
COMPANY: Jack Link's
TITLE: National Sales Manager -
E-Commerce
AGE: 29
EDUCATION: Xavier University
(bachelor's, international business;
bachelor's, marketing)
60

y SHOPPER MARKETING SEPTEMBER 2016

Gamboa views success as sales numbers
first and foremost, but also providing a consistent brand experience across any platform,
whether it's phone, tablet, PC or the shelf at
Walmart. The beef jerky category requires
unique shopper marketing, he says. It's a convenience store favorite, as well as a very impulsive purchase.
He says his day-to-day responsibilities include pure-play, brick-and-click, direct-toconsumer and B2B online fulfillment. "Making sure we figure out our strategy from a
search engine marketing standpoint, how we
are driving traffic from a pay-per-click standpoint, how we are driving traffic to our pages,
and how we are getting the right content on
our pages to help consumers make the right
product choice," he says. "What kind of tools
- coupons and other tactics - to drive closure
on site can be used? Not just doing a digital
campaign and letting it sit, but really how
we tell people about the digital campaign,
what's compelling about that campaign, how
we shorten the time frame from, 'I'm aware
Jack Link's is online,' to 'I'm considering
these four flavors,' to 'Getting these
four flavors in my cart,' to checkout."
Gamboa speaks French and Spanish
and foresees using his language skills
in an international e-commerce role
someday. For now, he's happy helping
consumers feed their wild side. "I've
set (Jack Link's) up for success in terms
of getting the fundamentals right," he
says. "There's a long way to go, but
we've done a good job of redirecting
and righting the ship for continued
long-term growth in e-commerce."



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
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Shopper Marketing - September 2016 - 65
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Shopper Marketing - September 2016 - 67
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Shopper Marketing - September 2016 - 78
Shopper Marketing - September 2016 - 79
Shopper Marketing - September 2016 - 80
Shopper Marketing - September 2016 - 81
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Shopper Marketing - September 2016 - 83
Shopper Marketing - September 2016 - 84
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Shopper Marketing - September 2016 - 88
Shopper Marketing - September 2016 - 89
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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
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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
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Shopper Marketing - September 2016 - 168
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Shopper Marketing - September 2016 - 208
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