Shopper Marketing - October 2016 - 68
WHO'S WHO IN SHOPPER MARKETING
What does a typical day look like for you?
STORMS: I'm responsible for defining and
driving the overall shopper marketing
strategy, our processes and our programs
across all the PCH (Pfizer Consumer Health)
brands. I manage a field-based team and
act as a liaison between brand marketing
and the field teams to develop customized
marketing programs with our retailers.
Are you working on any big projects?
STORMS: The theme of a number of
different projects revolves around using
purchase-based targeting to develop
personalized, customized digital programs
that intercept shoppers along the path
to purchase with relevant messaging and
offers to drive conversion.
So that's a big focus right now?
STORMS: Yes, there are several initiatives
across various retailers that center around
that theme of personalized, customized,
data-driven digital programming. Even
internally we're helping to shape our
organization's digital strategy to reflect
the digital shift we're seeing enabled by
mobile technology - and making sure it's
fully encompassing of this omnichannel
environment that our shopper lives in.
y SHOPPER MARKETING OCTOBER 2016
What does that consist of?
STORMS: Not just digital marketing,
but e-commerce and how the shopper
navigates the landscape through digital as
well as the physical stores. We're working
closely with key retail partners to create
similar programs with them as well, as we've
seen retailer data partnerships evolve.
How do you and your organization define
STORMS: Shopper-centric marketing that
effectively leverages insights to drive capital
growth for PCH brands and our retailers.
How is it evolving?
STORMS: Global technology has really
changed the way shoppers shop and the
way we need to be thinking about how we
can effectively communicate with them. The
discipline didn't exist when I started here.
What was your biggest professional
STORMS: The Rx-to-OTC switch of Nexium.
There were such high expectations of that
launch, both internally and externally with
our retailers and other stakeholders.