Shopper Marketing - August 2017 - 48
WHO'S WHO IN SHOPPER MARKETING
to develop shopper-centered in-store and
How do you and your organization define
ALMEIDA: In the past few years we've
worked to build our marketing capability at
CVS/pharmacy. This is exciting not only professionally in terms of building out a capability but also in allowing us to evolve how we
engage with and win consumers.
What has that enabled you to do?
ALMEIDA: We can say we look at all of our
marketing as a means of engaging all consumers, not just shoppers, with the focus of
inspiring people to choose CVS in new and
Who are your other collaborators?
ALMEIDA: We're fortunate to partner across
the enterprise with those in merchandising,
digital and store operations, as well as build
strong relationships with CPG partners.
Looking back, what is something you're
ALMEIDA: Developing a unique way to truly
make co-marketing succeed. I still remember
the healthy skepticism I got years ago when
I suggested the concept, but with open dialogue, having shared goals and developing
true partnerships, it worked.
How about something you continue to
ALMEIDA: Challenging ourselves to always
y SHOPPER MARKETING AUGUST 2017
be testing and learning. Sometimes in the
world of ROI and immediate returns it's easy
to lapse into using the tried-and-true methods and channels. But to keep pace with the
changing consumer, we have to keep pushing ourselves to try new tactics and channels.
What motivates you most in your job?
ALMEIDA: There are many things. But, more
than anything, being part of a purpose-driven company that is truly focused on helping people on their path to better health is
inspiring and rewarding. Focusing on understanding the consumer and her needs,
especially given our size and the number of
lives we touch as a company, means that our
efforts have a meaningful impact.
How has shopper marketing moved
forward in the past decade?
ALMEIDA: Acceleration and agility. The rapid consumer evolution has made us ramp up
new ways of partnering with stakeholders to
meet the consumer's needs so we can drive
both CPG and CVS growth. The transparency between retailers and partners has also
evolved for the better and will continue to
What excites you about shopper
ALMEIDA: The challenge of staying one
step ahead of consumers and anticipating
the needs they might not yet realize they