Shopper Marketing - August 2017 - 90

WHO'S WHO IN SHOPPER MARKETING

Photo by Sabina Louise Pierce

JOHNSON & JOHNSON: HEATHER CAMPAIN, Head of

Shopper Marketing, Johnson & Johnson Consumer, North America

H

eather Campain leads shopper marketing efforts for the North American consumer portfolio at Johnson
& Johnson. She supervises teams working
with retailers and their shopper marketers,
as well as partnering with brand marketers
across all business units. They work to find a
winning proposition for not only the brands
but also the retailer and shopper - a trifecta
of wins for the company's key stakeholders.
"My role is to instill that shopper mindset,"
Campain says. "With all the talk in the news
about the changing face of retail and everything that's going on with shoppers, my role
is making sure our internal teams are aptly
prepared."

90

y SHOPPER MARKETING AUGUST 2017

How do you and your organization define
shopper marketing?
CAMPAIN: We define shopper marketing as
the marketing and media planned in partnership with our retailers to address specific
barriers or unmet needs designed to change
behavior and create winning business outcomes. We work to understand our retailers' marketing and media ecosystems and
how to complement what they're doing. We
need to understand the shopper barriers,
potential unmet needs and problem areas,
and design solutions.
What motivates you most?
CAMPAIN: I am motivated by the uncertainty and change. Every time you hear or



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
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