Shopper Marketing - August 2017 - 61
CONAGRA BRANDS: BOB WAIBEL, Senior Director,
ob Waibel wasn't always as self-assured as he is today. Early in his career he had a tendency to wait for
direction or see what others were doing. He
quickly realized that wasn't what companies
needed from their team members.
"I had to learn how to have confidence in
my abilities, my knowledge and experience
and be willing to be more vocal," Waibel
says. Prior to joining Conagra Brands, he
worked for such CPG companies as Anheuser-Busch and Coca-Cola, plus spent time
on the agency side. Once Waibel did start
speaking up, he realized others were willing
As senior director, shopper marketing,
at Conagra, he imparts that wisdom to his
own team. "My team continually looks for
how shopper marketing at Conagra needs
to evolve to stay ahead of the ever-changing landscape," Waibel says. "They keep me
motivated to make sure I am giving them
the resources they need and the room they
need to innovate, experiment and find new
ways to help our retail partners stay successful."
What teams are you leading?
Shopper marketing and retail innovation.
Shopper marketing works with our brand
teams, sales teams and retail customers to
shape choice, drive conversion and build
consumption and loyalty across the entire
shopper journey. The retail innovation team
drives change in our merchandising solutions for our retailers to help drive choice
and purchase in-store.
You say you act as both a branded
company and an agency. How so?
It's a branded company in that we are constantly thinking about how to extend our
brand equities via shopper marketing programs with retail partners and look for ways
to reinforce our brand teams' efforts to drive
We're an agency in that we serve a similar
role with our retail partners, helping to bring
creative marketing programs to them that
will drive both our businesses. As shopper
marketers, we have quite a bit of "white
space" to be creative.
Tell us about your work on some current
We are supporting the rollout of our frozen
Frontera gourmet Mexican bowls and skillets and our Healthy Choice power bowls.
Without getting too specific on an exact
program, we will do things like geo-targeted filters on a consumer mobile application
AUGUST 2017 SHOPPER MARKETING y