PEOPLE TO WATCH R isa Shapiro knew she wanted to pursue a career in marketing from her first exposure to the discipline in high school. From nonprofit work to leading PepsiCo's Target shopper marketing in Minneapolis, she has seen her goal realized in a relatively short time. She joined PepsiCo in 2011, newly armed with her MBA, and worked in multiple brand marketing and innovation roles on the com- 74 y SHOPPER MARKETING SEPTEMBER 2016 Photo by Chris Bohnhoff pany's Tropicana business. In August 2015, she assumed her current post of director of shopper marketing, charged with creating initiatives to change the way shopper marketing is executed. She is credited with leading the first integration of Starbucks "Star Rewards" program with Target's Cartwheel loyalty program - guests receive stars for their in-store purchases. The program delivered doubledigit sales growth.