Shopper Marketing - October 2016

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. 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. Table of Contents for the Digital Edition of Shopper Marketing - October 2016ContentsShopper Marketing - October 2016 - 1Shopper Marketing - October 2016 - 2Shopper Marketing - October 2016 - 3Shopper Marketing - October 2016 - ContentsShopper Marketing - October 2016 - 5Shopper Marketing - October 2016 - 6Shopper Marketing - October 2016 - 7Shopper Marketing - October 2016 - 8Shopper Marketing - October 2016 - 9Shopper Marketing - October 2016 - 10Shopper Marketing - October 2016 - 11Shopper Marketing - October 2016 - 12Shopper Marketing - October 2016 - 13Shopper Marketing - October 2016 - 14Shopper Marketing - October 2016 - 15Shopper Marketing - October 2016 - 16Shopper Marketing - October 2016 - 17Shopper Marketing - October 2016 - 18Shopper Marketing - October 2016 - 19Shopper Marketing - October 2016 - 20Shopper Marketing - October 2016 - 21Shopper Marketing - October 2016 - 22Shopper Marketing - October 2016 - 23Shopper Marketing - October 2016 - 24Shopper Marketing - October 2016 - 25Shopper Marketing - October 2016 - 26Shopper Marketing - October 2016 - 27Shopper Marketing - October 2016 - 28Shopper Marketing - October 2016 - 29Shopper Marketing - October 2016 - 30Shopper Marketing - October 2016 - 31Shopper Marketing - October 2016 - 32Shopper Marketing - October 2016 - 33Shopper Marketing - October 2016 - 34Shopper Marketing - October 2016 - 35Shopper Marketing - October 2016 - 36Shopper Marketing - October 2016 - 37Shopper Marketing - October 2016 - 38Shopper Marketing - October 2016 - 39Shopper Marketing - October 2016 - 40Shopper Marketing - October 2016 - 41Shopper Marketing - October 2016 - 42Shopper Marketing - October 2016 - 43Shopper Marketing - October 2016 - 44Shopper Marketing - October 2016 - 45Shopper Marketing - October 2016 - 46Shopper Marketing - October 2016 - 47Shopper Marketing - October 2016 - 48Shopper Marketing - October 2016 - 49Shopper Marketing - October 2016 - 50Shopper Marketing - October 2016 - 51Shopper Marketing - October 2016 - 52Shopper Marketing - October 2016 - 53Shopper Marketing - October 2016 - 54Shopper Marketing - October 2016 - 55Shopper Marketing - October 2016 - 56Shopper Marketing - October 2016 - 57Shopper Marketing - October 2016 - 58Shopper Marketing - October 2016 - 59Shopper Marketing - October 2016 - 60Shopper Marketing - October 2016 - 61Shopper Marketing - October 2016 - 62Shopper Marketing - October 2016 - 63Shopper Marketing - October 2016 - 64Shopper Marketing - October 2016 - 65Shopper Marketing - October 2016 - 66Shopper Marketing - October 2016 - 67Shopper Marketing - October 2016 - 68Shopper Marketing - October 2016 - 69Shopper Marketing - October 2016 - 70Shopper Marketing - October 2016 - 71Shopper Marketing - October 2016 - 72Shopper Marketing - October 2016 - 73Shopper Marketing - October 2016 - 74Shopper Marketing - October 2016 - 75Shopper Marketing - October 2016 - 76Shopper Marketing - October 2016 - 77Shopper Marketing - October 2016 - 78Shopper Marketing - October 2016 - 79Shopper Marketing - October 2016 - 80Shopper Marketing - October 2016 - 81Shopper Marketing - October 2016 - 82Shopper Marketing - October 2016 - 83Shopper Marketing - October 2016 - 84Shopper Marketing - October 2016 - 85Shopper Marketing - October 2016 - 86Shopper Marketing - October 2016 - 87Shopper Marketing - October 2016 - 88Shopper Marketing - October 2016 - 89Shopper Marketing - October 2016 - 90Shopper Marketing - October 2016 - 91Shopper Marketing - October 2016 - 92Shopper Marketing - October 2016 - 93Shopper Marketing - October 2016 - 94Shopper Marketing - October 2016 - 95Shopper Marketing - October 2016 - 96Shopper Marketing - October 2016 - 97Shopper Marketing - October 2016 - 98Shopper Marketing - October 2016 - 99Shopper Marketing - October 2016 - 100Shopper Marketing - October 2016 - 101Shopper Marketing - October 2016 - 102Shopper Marketing - October 2016 - 103Shopper Marketing - October 2016 - 104Shopper Marketing - October 2016 - 105Shopper Marketing - October 2016 - 106Shopper Marketing - October 2016 - 107Shopper Marketing - October 2016 - 108Shopper Marketing - October 2016 - 109Shopper Marketing - October 2016 - 110Shopper Marketing - October 2016 - 111Shopper Marketing - October 2016 - 112Shopper Marketing - October 2016 - 113Shopper Marketing - October 2016 - 114Shopper Marketing - October 2016 - 115Shopper Marketing - October 2016 - 116Shopper Marketing - October 2016 - 117Shopper Marketing - October 2016 - 118Shopper Marketing - October 2016 - 119Shopper Marketing - October 2016 - 120Shopper Marketing - October 2016 - 121Shopper Marketing - October 2016 - 122Shopper Marketing - October 2016 - 123Shopper Marketing - October 2016 - 124Shopper Marketing - October 2016 - 125Shopper Marketing - October 2016 - 126Shopper Marketing - October 2016 - 127Shopper Marketing - October 2016 - 128Shopper Marketing - October 2016 - 129Shopper Marketing - October 2016 - 130Shopper Marketing - October 2016 - 131Shopper Marketing - October 2016 - 132Shopper Marketing - October 2016 - 133Shopper Marketing - October 2016 - 134Shopper Marketing - October 2016 - 135Shopper Marketing - October 2016 - 136Shopper Marketing - October 2016 - 137Shopper Marketing - October 2016 - 138Shopper Marketing - October 2016 - 139Shopper Marketing - October 2016 - 140Shopper Marketing - October 2016 - 141Shopper Marketing - October 2016 - 142Shopper Marketing - October 2016 - 143Shopper Marketing - October 2016 - 144Shopper Marketing - October 2016 - 145Shopper Marketing - October 2016 - 146Shopper Marketing - October 2016 - 147Shopper Marketing - October 2016 - 148Shopper Marketing - October 2016 - 149Shopper Marketing - October 2016 - 150Shopper Marketing - October 2016 - 151Shopper Marketing - October 2016 - 152Shopper Marketing - October 2016 - 153Shopper Marketing - October 2016 - 154Shopper Marketing - October 2016 - 155Shopper Marketing - October 2016 - 156Shopper Marketing - October 2016 - 157Shopper Marketing - October 2016 - 158Shopper Marketing - October 2016 - 159Shopper Marketing - October 2016 - 160Shopper Marketing - October 2016 - 161Shopper Marketing - October 2016 - 162Shopper Marketing - October 2016 - 163Shopper Marketing - October 2016 - 164Shopper Marketing - October 2016 - 165Shopper Marketing - October 2016 - 166Shopper Marketing - October 2016 - 167Shopper Marketing - October 2016 - 168Shopper Marketing - October 2016 - 169Shopper Marketing - October 2016 - 170Shopper Marketing - October 2016 - 171Shopper Marketing - October 2016 - 172Shopper Marketing - October 2016 - 173Shopper Marketing - October 2016 - 174Shopper Marketing - October 2016 - 175Shopper Marketing - October 2016 - 176Shopper Marketing - October 2016 - 177Shopper Marketing - October 2016 - 178Shopper Marketing - October 2016 - 179Shopper Marketing - October 2016 - 180Shopper Marketing - October 2016 - 181Shopper Marketing - October 2016 - 182Shopper Marketing - October 2016 - 183Shopper Marketing - October 2016 - 184http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409http://www.nxtbook.com/nxtbooks/ptp/sm_201408http://www.nxtbook.com/nxtbooks/ptp/sm_201407http://www.nxtbook.com/nxtbooks/ptp/sm_201406http://www.nxtbook.com/nxtbooks/ptp/sm_201405http://www.nxtbook.com/nxtbooks/ptp/sm_201404http://www.nxtbook.com/nxtbooks/ptp/sm_201403http://www.nxtbook.com/nxtbooks/ptp/sm_201402http://www.nxtbook.com/nxtbooks/ptp/sm_201401http://www.nxtbook.com/nxtbooks/ptp/sm_201312http://www.nxtbook.com/nxtbooks/ptp/sm_201311http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreviewhttp://www.nxtbook.com/nxtbooks/ptp/sm_201310http://www.nxtbook.com/nxtbooks/ptp/sm_201309http://www.nxtbook.com/nxtbooks/ptp/sm_201308http://www.nxtbook.com/nxtbooks/ptp/sm_201307http://www.nxtbookMEDIA.com

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