Shopper Marketing - August 2017 - 140

Confessions

of a P2PLU Practitioner

Faythe Sevilla
Customer Shopper
Marketing Manager

Shopper marketing is a new capability for
Bayer Consumer Health in Canada, and Faythe Sevilla's role is to set the overall shopper
strategy, establish key processes and develop/
execute shopper programs. Essentially, she is
building the capability from the ground up.

after completing the two-day boot camp program in Chicago. The content was relevant
to my role and the course was delivered in an
interesting and interactive way. After completing the course, I returned to Toronto to individually complete the designation assessment.

On Path to Purchase Leadership University ...

"I'm proud to have the 'Practitioner' designation because I believe it demonstrates that
I'm committed to the discipline. I've shared
my accomplishment on LinkedIn and continue to reference what I learned in the program
when educating the organization on shopper
marketing principles."

"I place a lot of importance on building the
right type of shopper capability, so it's critical that I am up to speed on the industry's
best practices. In my research, I came across
P2PLU and was impressed with the courses it
provides. I graduated with a strong foundation of knowledge and benefitted from networking and exposure to industry conferences
and publications."

Division Vice President

"I knew that 'earning my stripes' would give
me a solid foundation on which to build an effective shopper marketing capability at Bayer.
I earned the designation in April 2017, shortly

Scott Bosch leads PromoPoint Marketing's
Retailer Shopper Marketing Agency team
that is focused on collaborating with retailers
to develop and execute shopper-centric programs. He is challenged every day to understand retailer objectives and to create engaging solutions that include actionable insights.

added benefit. The class interaction, the instructors' insights and the hands-on team case
studies were instrumental in gaining a much
deeper shopper marketing understanding. The
process was challenging yet fun. I attended the
live training over two days and completed two
real world case studies independently.

On Path to Purchase Leadership University ...

"The designation provides additional credibility with clients. I proudly showcase my certificate in my office, and we have sent another
team member to earn this designation."

"I noticed the University launching in a P2PI
member email, and after I reviewed the materials it was clear that the courses would greatly benefit our team. The P2PLU courses are
crucial for myself and others to further our
shopper marketing discipline education. These
courses provide excellent training for new
shopper marketers as well as veterans."
On the "Practitioner" designation ...

"When I signed up for the course, my main
interest was to gain a broader knowledge in
shopper marketing. The designation was an
2

INSTITUTE UPDATE | p2pi.org

On the future ...

"I'm excited to build a shopper capability at
Bayer and continue to drive an integral part
of business growth. I intend to stay connected to the network of professionals that I met
through this program in order to tap into the
great thinking that will help me continue to
develop as a shopper marketer."

On the "Practitioner" designation ...

Scott Bosch

The Practitioner designation is administered
by Path to Purchase Leadership University,
the only integrated end-to-end curriculum
that builds shoppercentric knowledge and
skills. All members can
earn their designation.
Learn how at p2pi.org/
P2Pdesignations

On the future ...

"My focus is to continue to help retailers
and brands grow their business through PromoPoint shopper marketing solutions. I will
continue to seek out educational opportunities
at the Path to Purchase Institute events and
through the University. Shopper insights is
next on my list as I plan on earning the P2P
Professional designation."


http://www.p2pi.org/P2Pdesignations http://www.p2pi.org/P2Pdesignations http://www.p2pi.org

Table of Contents for the Digital Edition of Shopper Marketing - August 2017

Contents
Shopper Marketing - August 2017 - Intro
Shopper Marketing - August 2017 - 1
Shopper Marketing - August 2017 - 2
Shopper Marketing - August 2017 - 3
Shopper Marketing - August 2017 - Contents
Shopper Marketing - August 2017 - 5
Shopper Marketing - August 2017 - 6
Shopper Marketing - August 2017 - 7
Shopper Marketing - August 2017 - 8
Shopper Marketing - August 2017 - 9
Shopper Marketing - August 2017 - 10
Shopper Marketing - August 2017 - 11
Shopper Marketing - August 2017 - 12
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Shopper Marketing - August 2017 - 16
Shopper Marketing - August 2017 - 17
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http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
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https://www.nxtbook.com/nxtbooks/ptp/sm_201408
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