Shopper Marketing - October 2016 - 166
Catapult Marketing: Heidi Froseth, Executive Vice President,
National Shopper and Retail Leader
together the best agency in this industry, consistently across multiple offices, clients, retailers and team members. It's been my life.
What are you most proud of professionally?
Being an accountable leader to my teams and clients - creating
the most consistent, strategic and innovative shopper offering
in the industry that delivers results and value to our clients and
You're not afraid of a challenge, right?
No, but my current role has put this to its best test - being
vigilant to my vision of ensuring we deliver a consistent, valuable
and strategic product across all offices for all of our many clients,
two agencies and our smart, inspiring team members who make
How does this differ from past work?
The scope and challenges are never ending. With every new
client, we look to become experts on their business and categories and be empathic about their unique business challenges to
ensure we can help them win across all their stakeholders and
customers while being value added in their organization. Never
easy, but always stimulating and rewarding.
eidi Froseth is not easily overwhelmed by challenges.
Starting on the client side, with more than 25 years in the
industry, she has consistently driven thought leadership,
innovative vision and a pioneering business approach. She
joined Catapult in 2006 with the vision of creating the best shopper marketing organization, and since then has grown the largest
horizontal segment in her organization, managing seven business
verticals. The team leader for Catapult's
award-winning, decentralized retailer-expert shopper capability, her quest for the
next challenge continues. "I'm committed
to creating inspiring, innovative and remarkable ideas out of the comfort zone,
consistently delivering incremental and
profitable results," she says.
How long have you been practicing
Since 1997, when I was the pioneering
shopper marketing manager at Pillsbury.
And what makes you nervous?
Little rattles me, but evolving and rapidly adapting across strategy and insights, category and shopper to a comprehensive omni-
"I naturally am comfortable
with being uncomfortable, and
this approach stretches and
challenges me to be my best."
What part of your career has been the most successful?
Basically the last 15 years - from building Clorox's shopper
capability and Catapult's decentralized retailer-expert shopper
You say you're known for being a starter. Can you explain?
I'm a natural innovator, initiating new business opportunities is my
core aptitude. I naturally am comfortable with being uncomfortable,
and this approach stretches and challenges me to be my best.
Did you say being comfortable with uncomfortable?
Yes. Especially in the last 10 years at Catapult, as we've created
What keeps you motivated?
Being a humble, inspiring leader. Constantly learning, growing
my team's capabilities, my clients' results and retailers' point of
difference. It's all about how intimate we are with the retailer
combined with how smart we innovate, creating new micro-disciplines that win further.
channel discipline, and solving problems for clients and retailers,
is what drives me.
I want to give the shopper what they demand, even before they
need and want it. Shoppers are in the demand seat. I'd love us to
be smarter about that and serve it up to them to inspire them.
What excites you the most?
Continuing to put the shopper first, more on-demand personalization, transparency, more experiences - all based on their values.
WOMEN OF EXCELLENCE