Shopper Marketing - September 2016 - 74
PEOPLE TO WATCH
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-
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.