Shopper Marketing - October 2016 - 170
PepsiCo: Katie Schiavone, Senior Director for Shopper Marketing,
North American Nutrition Brands
What is the program focus of your team?
To make the best out of our innovation in the marketplace
while making the most out of those really exciting media
properties that our consumers care about, such as the Quaker Chewy/"Finding Dory" partnership.
What keeps you motivated in your work?
Being able to see a true shopper insight lead to activation
in the marketplace. When you can thread the needle all the
way through, it's so rewarding because everyone wins - and
they win in an authentic way. That is the sweet spot of when
shopper marketing shines.
What are you most proud of thus far?
When we found a way for our chilled and center-store breakfast products and brands to come together in-store. As simple as that sounds, being able to jointly activate is not easy.
It not only brought a solution to a shopper but a capability to
our enterprise that we didn't have before.
atie Schiavone might say all it took was one dazzling
press kit. On the path to becoming a journalist and
working at the Daily Camera
in Boulder, Colorado, she
realized she wanted to work with
brands. After nine years at full-service advertising agency Northlich,
she joined Saatchi & Saatchi X, first
working on Procter & Gamble brands,
then for Walmart stores and finally
helping open the agency's Chicago
office. In 2012, she transitioned to
the brand side and longtime client
PepsiCo and its Quaker business. "I
saw so many different ways in which
we could solve category and brand
problems together with retailers that
existed beyond just a creative answer," she says. "I felt like
I was moving from using the eight-pack of crayons to the
"I can't wait for the day when we
don't call it shopper marketing
anymore and it just becomes
how we activate."
Can you explain your crayon reference?
The number of tools I could use to solve any problem.
What is your current role?
After leading Walmart and Sam's Club shopper marketing
for three years at Quaker, we reorganized into NAN (North
American Nutrition) and I took a role in NAN sales as a
director leading strategic initiatives. I assumed my new role
on May 1, and now lead shopper marketing efforts on the
Quaker, Gatorade, Propel, Tropicana and Naked brands.
What worries you?
Making sure our brands feel confident that they know what
they paid for. Sometimes it's hard to tease apart the true
return on investment between your shopper work from other
levers in the marketplace.
You are passionate about working in this space, aren't you?
What I get most excited about is seeing great talent have an
experience in shopper marketing that makes them a better
professional later on - whether that is as a marketer or a
But yet you would change how companies view shopper?
I can't wait for the day when we don't call it shopper marketing anymore and it just becomes how we activate. Our shopping habits and behaviors are becoming so seamless and
so in the flow of our day that it's going to feel like consumer
marketing. Then it will be about the most relevant thing you
can tell me at the moment I'm ready to buy.
WOMEN OF EXCELLENCE