Shopper Marketing - September 2016 - 63
planning and strategy-building skills. Most
recently at MaxPoint, she was able to take a
deeper dive into digital media.
When she assumed her post at GlaxoSmithKline in March, she says her career had
come 360 degrees. "It all led me to this role,"
Today, as the sole shopper marketing manager for Walgreens, she works across 23 different brands (including Flonase, Excedrin,
Tums, Theraflu and Sensodyne), partnering
with the retailer to build strategic campaigns
that will help both win with shoppers. She's
proud of being in on high-level joint business
planning discussions right from the start. "I
was immediately seen as an asset, resource
and partner, which only helped develop my
relationship at Walgreens," she says. "We've
been able to have really strong conversations
COMPANY: GSK Consumer Health
TITLE: Shopper Marketing Manager
EDUCATION: University of Florida
(bachelor's, advertising; minor in
and strategy meetings, and it's been exciting
to help lead those, to own those plans and to
partner with them."
Keller says there's no denying that shoppers are getting smarter about the way they
shop, and with so many resources available,
the pre-shop mentality and omnichannel
strategies are imperative. "Both organizations
are taking big steps to be leaders in the industry in this area," she says. "Walgreens' incredibly successful mobile app is being used
in a very smart way to continuously engage
with shoppers and to grow the numbers using their app, and GSK wants to be a part of
that. We need to be talking to our shoppers
via mobile and digital and really creating a
whole omnichannel experience."
GSK's transition from traditional marketing into digital marketing has been slow,
she notes, considering how fast digital and
personalized marketing is evolving. That's a
challenge she sees her team and many others facing today. "It's hard to keep up with,
but the reality is that shoppers want to be
directly spoken to. We know where we need
to go but it's a scary area to play in and can be
risky, especially when so much is co-branded
with the retailer. We must continue to test and
push that envelope with more personalized
messages because everyone wants to stay
relevant in this space."
Keller says she learns from her peers, watching how others approach business and mining what has been the most successful. "I'll
keep pulling together the pieces to carve my
own path and to approach my business in a
way that will have the most successful results
down the road." Motivated by being on the
forefront of change, she hopes to continue to
watch the shopper marketing space evolve.
She's up for the challenge: "The role I might be
in five to 10 years probably doesn't even exist
right now, and that's very exciting to me."
SEPTEMBER 2016 SHOPPER MARKETING y