Bridging Brands and Sales Silos: Why and How Shopper Marketers Must Step Up
Wednesday, March 14, 9:30 AM - 10:00 AM
Rebecca Campbell, Shopper Engagement Manager, Hormel Foods Corp.
Olga Yurovski, CEO, Shopperations

Organizational alignment, transparency and ongoing collaboration between marketing and sales are competitive advantages that are hard to achieve for many large organizations. Learn how Hormel's shopper marketing team created an agile and repeatable way to link their strategies with brands and sales, maintain ongoing communications, and build cross functional transparency and trust. Attendees will:

  • Learn the signs that indicate brand and sales organizational silos are out of control.

  • See why shopper marketing must take the lead in busting these silos.

  • Discover key success factors, useful tools and frameworks for sustainable organizational alignment.


View the entire agenda here


Speaker Bios: 

Rebecca Campbell, Shopper Engagement Manager, Hormel Foods Corp.

Rebecca Campbell is a shopper engagement manager at Hormel. As one of the
first hires on the newly established shopper engagement team, Campbell is
working on building a foundation for the company's shopper marketing and
e-commerce capabilities. Her scope of responsibilities includes the entire
company portfolio at Kroger. Prior to her current role, Campbell held
positions of increasing responsibility in sales, category sales, sales
training, and trade marketing.

Olga Yurovski, CEO, Shopperations

Olga Yurovski started Shopperations after spending more than 15 years in CPG brand and shopper marketing roles with Procter & Gamble and other Fortune 500 companies. She made the leap from a corporate career to becoming an entrepreneur when she saw an opportunity to unlock shopper marketers’ productivity and empower better decision making with modern collaboration technology. In her daily work, she speaks with hundreds of shopper marketers and benchmarks operational best practices, which she shares in her speaking engagements and industry webinars.

Rebecca Campbell
Shopper Engagement Manager
Hormel Foods Corp.
Olga Yurovski