Shopper Marketing - October 2016 - 178
Edgewell Personal Care: Beth St. Raymond, Director of
Shopper Marketing, Merchandising and Display
shopper behavior. We really do have some unique solutions
and alternative solutions in the marketplace.
What would be a notable example?
Our women's shave portfolio of leg solutions. Bringing to
life that idea of "Ready, Shave, Shine" - to take care of your
legs through shave prep, razor usage and then a moisturizer
or a nail polish to complete the look. ... This year, it's under
the umbrella of what we're calling "Rock Your Legs." It's the
whole thought of a woman looking at a beauty regimen for
her legs almost the same as she does for her face.
What has been your biggest professional challenge and
how did you overcome it?
Definitely showing the ROI of shopper marketing. How do
you measure programs? How do you show the worth of having that shopper program separate from just doing a trade
program or just a consumer program? Those are some of the
challenges that we all face and are all trying to continuously
eth St. Raymond's career in marketing leadership has
spanned more than 20 years. After starting in traditional
brand management, she transitioned to shopper marketing through roles for leading companies such as Johnson
& Johnson, Procter & Gamble and Energizer (now Edgewell Personal Care). She began in her current role as Edgewell's director
of shopper marketing, merchandising
and development, in 2014. In this position, St. Raymond has led the launch and
development of Edgewell's dedicated
shopper marketing group.
Where do you draw inspiration?
The Path to Purchase Institute and other networking groups
can provide a lot of inspiration in helping you look not only
within your category but outside of your category. ... I also
think that one of the best things that anybody in a role like
this can do is get out in the retail environment and look at
what people are doing.
What about shopper marketing keeps you up at night?
Wondering if we have the right amount of resources, whether that's people or spending or time. Just because you have
a lot of people and a lot of money doesn't mean that you're
keeping up. A lot is changing.
"Just because you have a lot of
people and a lot of money doesn't
mean that you're keeping up."
After your successes in brand management, what made you shift your
focus to shopper marketing?
I've always really liked brand marketing - the advertising, the awareness,
the new product development. But I was intrigued by, and
really got a lot of energy from, the customer side. So, in 2011,
I asked to be moved to the customer-facing side of the aisle.
I became director of customer marketing, which at the time
reported up through sales.
What have been your biggest professional successes?
I'm most proud of developing the shopper marketing capability for Edgewell Personal Care, along with the great team
that we've grown to become. I'm also proud that EPC has
some really interesting insights into consumer behavior and
What excites you about shopper marketing's future?
The fact that it's continuing to evolve. Some say we're almost
segmenting too much between digital versus brick-and-mortar and it's all one big path to purchase. ... What excites me
is there's still a lot to learn and a lot that's untapped. And a
lot of smart people are understanding that it's not just about
brand marketing. It's not just about trade spend. It's about
completing the whole path to purchase, and shopper is a
part of that.
WOMEN OF EXCELLENCE