Shopper Marketing - October 2016 - 162
Ahold USA: Amy Hahn, Senior Vice President of Marketing
You've had a varied career. What do you look for in a new role?
I always look for roles that give me a challenge to bring change
and innovation into a new space.
Where do you get inspiration?
From everywhere. Every weekend I learn something just sitting
around with relatives and friends. Whether it's about a new
digital trend from my Millennial daughter, or what we can do
specifically to help our brand. My relatives are not shy about
telling us what they'd like to be different in the store.
What about shopper marketing keeps you up at night?
Keeping up with the consumer. The world's changing so fast.
And it's a challenge and exciting and inspiring, as well. Consumers move even faster than the speed of retail. They are
outpacing us, and it's a big challenge and a big opportunity.
Where do you see shopper marketing in 10 years?
I think we're going to be really great at one-to-one marketing,
with more personalized and relevant messages and less data
overload. We'll be able to tailor the communication to be dead
on with our customers and serve them the way that they want
to see it.
my Hahn's path into marketing leadership was an unusual
one. After earning her degree
in mechanical engineering,
she joined The Hershey Co. There, she
spent nearly a decade as part of an engineering group that gave her exposure to different parts of the business. "I
found I had an interest in and penchant
for commercial marketing," she says.
"So I took a role in brand management
and continued moving through generalist roles." Today, she heads marketing
for Ahold USA, which includes the Stop
& Shop, Giant Food, Martin's, Peapod
and bfresh grocery brands.
"I have a passion for diversity
in the workplace. It's not just a
gender issue. It's about getting
the right people for the job ...
so that we can look more like the
customer base that we serve."
What has been the biggest professional challenge you've faced?
When I had to shut down a part of a business. It was very emotional because the
team had put a lot of sweat and tears and a lot of passion into
bringing something to life. But, in the end, it was the right decision. It was a challenge to make the decision and lead the team
through those difficult waters.
How did you do that successfully?
I focused on finding the next roles for my team. We had something like a 95% placement rate. And I focused on taking the
learnings away from that experience to strengthen what I
could bring to my next role.
You are chair of marketing and communications for the Network of Executive Women. What motivated you to take on
I have a passion for diversity in the workplace. I think it makes
us stronger. The best teams that I've been on have been those
with people of a lot of different backgrounds. It's not just a
gender issue. It's about getting the right people for the job
and a lot of different opinions so that we can look more like the
customer base that we serve. At the end of the day, there's a
smart and compelling business reason for it.
WOMEN OF EXCELLENCE