Journey to Top Tier Shopper Marketing Organization: A Case Study
Wednesday, March 14, 10:15 AM - 11:00 AM
Christopher Witte, VP, Total Store Leadership, Tyson Foods
Rick Abens, CEO & Founder, Foresight ROI

Tyson Foods transformed its shopper marketing organization into a top performer, winning over shoppers, customers and internal stakeholders. Starting with an approach that was basic, tactic-focused, poor on segmentation strategies and ROI challenged, the company set out to advance its capabilities and become a continuously improving power organization. Its approach included strategic business planning, organizational design, field- enabled decision guidance, customer collaboration, agency management and a TQM-type performance improvement program featuring governance and science. Attendees will:

  • Understand how to transform a shopper marketing organization into a top tier performer.

  • Discover how to activate program learning for continuous improvement.

  • Learn how to collaborate with customers and internal stakeholders for all-win results.


View the entire agenda here


Speaker Bios: 

Christopher Witte, VP, Total Store Leadership, Tyson Foods

Chris Witte is the vice president of total store leadership at Tyson Foods, Inc. where he is responsible for leading and developing category leadership, shopper insights, shopper marketing, consumer promotion and shopper activation functions. Previously, Witte was the vice president of customer development at Sara Lee Corp and Hillshire Brands. Witte is responsible for the creation of Tyson/Hillshire shopper and trip engagement in protein, a revised industry-leading suite of category leadership platforms, and the reinvention of the shopper marketing function. Witte helped elevate Tyson/Hillshire’s standing within the industry for shopper marketing and achieved a Hub Ranking of the Top 5 CPG Manufacturers. Additionally, he increased retailer’s share of mind with a category management Ranking in the Advantage Survey’s Top 7. Prior to his current roles, Witte was with PepsiCo, The Gillette Company and The Dial Corp. in a variety of executive leadership positions where he helped build and develop brand, category and the shopper capability. Witte has an MBA from Drake University.

Rick Abens, CEO & Founder, Foresight ROI

Rick Abens is the founder and CEO of Foresight ROI, which uses shopper marketing-specific econometric models to measure ROI and the synergies between shopper marketing and trade merchandising. Foresight ROI is the leading supplier of shopper marketing ROI measurement, with tracking more than 20,000 events for many of the largest CPG companies. Abens works with clients to help them make better marketing decisions for continuous improvement in marketing returns. He is a contributing author to the publication  “Accountable Marketing,” which is sponsored by the Marketing Accountability Standards Board. Abens is a designated member of the Institute Faculty at the Path to Purchase Institute. He has published a benchmark study of shopper marketing best practices and performance standards. Previously, Abens was director of global marketing analytics at ConAgra Foods, where he built the corporate marketing analytics function and ROI management processes. He has held senior market research positions at Kraft Foods, ACNielsen and Kellogg Co. Abens has an MBA from Loyola University.

Chris Witte
VP, Total Store Leadership
Tyson Foods
Rick Abens
CEO & Founder
Foresight ROI