Shopper Marketing - October 2016 - 59
What excites you about this?
POLICASTRO: How research will evolve
to make Decision Science actionable and
the innovative ways we will connect with
shoppers and provide solutions they love
but never knew they needed.
What's next for you at RB?
POLICASTRO: Working to ensure we're agile
enough to be ready for the future.
You helped develop five guiding principles
for the company. Can you talk about
POLICASTRO: They are rooted in trends
and insights. One is "cater to the shortest
attention span." They are fairly aspirational
and will live on into 2017 and beyond with
Prior to the creation of your position at RB
what did the structure look like?
POLICASTRO: The existing shopper
marketing managers reported into three
different VP-level positions.
And this wasn't the first time you stepped
into a brand new position?
POLICASTRO: No. I've been fortunate as
I've had the opportunity to work in four
positions that were new roles charged with
building or transforming a capability.
And that is stimulating?
POLICASTRO: I'm most inspired by creating
new pathways by changing mindsets,
developing new approaches and making
them a reality.
Leadership came early for you, right?
POLICASTRO: Yes, when I was 25 I had a
team of six analysts reporting into me. I
started to build leadership skills early.
What about the times you didn't have
POLICASTRO: Those instances were
valuable years. I was able to reflect and grow
for my next leadership position.
OCTOBER 2016 SHOPPER MARKETING y