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. 68 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 shopper marketing? 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 challenge? 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.