WHO'S WHO IN SHOPPER MARKETING PFIZER CONSUMER HEALTHCARE: HEATHER STORMS, Director, Shopper Marketing T he activity surrounding Nexium's Rxto-OTC switch in 2014 made Heather Storms want to do shopper marketing day in, day out. As a senior project manager at the time, she worked closely with the shopper marketing team to develop customerspecific launch plans. Up to that point, her decade-long tenure with Pfizer consisted of a variety of brand marketing and product management roles. But her growing interest in 66 y SHOPPER MARKETING OCTOBER 2016 Photo by Steve Hockstein the nuances between different shoppers and retailers and executing tailored approaches - as well as the opportunities she saw in the discipline - made her realize that shopper marketing was where she wanted to be. "I'm driven by a curiosity to learn about people and the world around me," she says. For the last year, Storms has been at the helm of the company's efforts as director of shopper marketing.