Shopper Marketing - October 2016 - 78
WHO'S WHO IN SHOPPER MARKETING
What does your current role entail?
SMITH: I oversee a team of shopper
marketers as well as our insights and
analytics team. We develop and execute, in
partnership with agency partners and our
customers, the brand's shopper marketing
activities for both conventional customers
and natural channel customers.
Has your role changed?
SMITH: Just over two years ago we had
requests from customers to partner more
closely to develop equity-building natural
category marketing or shopper solutions
tailored to their shoppers and their needs.
We didn't have a team to focus on just that,
so I was asked to create the capability here.
What's a major project you're working on
SMITH: A first-of-its-kind, back-to-school
program went in this fall called "Green Your
School for the Greater Good." It's wrapped
around the idea that, by choosing Tom's
of Maine, shoppers are helping to create
a million-dollar Green Your School fund
through DonorsChoose.org to help make
schools more sustainable.
y SHOPPER MARKETING OCTOBER 2016
Since 2011, how has shopper marketing
evolved at Tom's of Maine?
SMITH: Our Green Your School program is
a platform based on insights, not a product
launch as we would have done in the past.
We didn't have shopper marketing-driven
platforms when I started here; it was a more
tactical approach. We're a lot smarter now in
how we deliver our brand story and product
messages to our consumer when she's in
that mindset as a shopper.
What was your biggest professional
challenge and how did you overcome it?
SMITH: Making the leap and being open to
the idea that maybe shopper isn't all about
shelf talkers, but something completely
different. I needed to understand the full
scope of it and some of the cutting-edge
strategies and capabilities that exist today.
Once you look at your shoppers more
holistically, it's exciting to see the potential
of what shopper can be.