At-Home Media: Unlocking the Opportunity with Millennials
Wednesday, March 14, 9:30 AM - 10:00 AM
Dana Barba, AVP, Shopper Marketing, The Coca-Cola Company
John Mount, VP, Customer Marketing, The Coca-Cola Company
The way that Millennials consume both media and food, presents unique and sustainable opportunities to use at-home media and food to drive engagement and create an integrated path to purchase. Using data points including that 93.7% of Millennial internet users will watch streaming videos this year or that Millennials prefer specific beverages and snacks while watching TV at home, Coca-Cola Co. created the “Play. Pause. Refresh” campaign. This customizable digital and in-store campaign came to life through consumer insights and digital, social, and retail activations. The campaign delivered outstanding, measurable results and allowed each partner to authentically connect with Millennials. Attendees will:
  • Explore the At Home Media Occasion opportunity and learn how to leverage a 360 digital, mobile and social platform to address this largely untapped occasion.

  • Learn how to turn data into actionable insights.

  • Discover that Millennials buy on impulse and learn to use technology to help them shop, and look for retail partners to provide ideas for beverage and snack solutions.


View the entire agenda here


Speaker Bios: 

Dana Barba, AVP, Shopper Marketing, The Coca-Cola Company

Dana Barba currently leads Coca Cola Co.’s national retail sales customer marketing for the East U.S. She and her team leverage shopper insights and collaborative business planning to bring the shopper path to purchase to life. In her role leading shopper and customer marketing, Barba collaborates with strategic grocery and club store customers in the development of shopper marketing strategies and business planning. Before helming the customer marketing team, she led Coke’s commercial planning, marketing partnerships & media, innovation and marketing activation in the East U.S. Barba joined Coke in 1997 and has held a variety of customer, marketing and commercial leadership positions. Prior to joining Coca-Cola, Barba worked for Nabisco, where she held positions in field operations, retail sales and category management. During the last 20 years, she has been committed to and passionate about building a diverse workforce and developing the next generation of female leaders. In 2015, Barba was named a Woman of Influence in the Food Industry by the Griffin Report. Barba is an active member of the Network of Executive Women and Women’s LINC and serves on the marketing advisory board for the YMCA of Greater New York. Barba also is a group level advisory for the National Charity League and has earned a Presidential Volunteer Service Award for performing more than 100+ hours of community service. Barba received her Bachelor of Arts degree from College of the Holy Cross and has furthered her educational pursuits with post graduate programs and management classes at Harvard University. Barba currently resides in Ridgefield, CT with her daughter Olivia. She enjoys reading, travel, and culinary pursuits.


John Mount, VP, Customer Marketing, The Coca-Cola Company

John Mount is responsible for customer marketing for Coca-Cola North America’s national retail sales teams. His team leads the planning and development of commercial plans for Coca-Cola's customers which includes marketing our retail strategy, core sales initiatives and tailored shopper marketing platforms. Mount formerly led Coca-Cola’s retail strategy and marketing team in Atlanta from 2011 - 2014, as well as, Coca-Cola’s Kroger total beverage team in Cincinnati from 2007-2010. He has also held various positions of increasing responsibility within region sales and marketing and category management. Mount has been with The Coca-Cola Company for almost 20 years. Prior to that he led several customer teams at RJR Nabisco along with sales management positions. He is a graduate of Denison University in Granville, OH and earned his MBA from the University of Notre Dame.

Dana Barba
AVP, Shopper Marketing
The Coca-Cola Company
John Mount
VP, Customer Marketing
The Coca-Cola Company