Digital Disruption: Succeeding in a Fast Changing CPG and Retail Marketplace
Tuesday, March 13, 11:00 AM - 11:45 AM
Mindy Rickert, Customer Director, Shopper Marketing, Mondelez International
Jason Young, VP Media & GM Crisp, Crisp
Risa Crandall, SVP, Managing Director, Crisp

CPG and retail dynamics are changing fast. The rapid growth of digital, especially mobile, has literally put the power in shoppers’ hands. Feeling the effects of these changes, CPG’s are adapting with marketing tactics that are increasingly focused on measurable business outcomes. The lines between media, promotions and shopper are coming under pressure as CPG’s look for all types of marketing to deliver real world business results. With these changes as a backdrop, this presentation will look at the evolution of Crisp’s partnership with leading manufacturer, Mondelez International, from smaller starter programs to more advanced efforts across multiple customers. Attendees will:


  • Gain a deeper understanding of the dramatic changes affecting CPG’s and retail today.
  • Look at the evolution of Crisp  and Mondelez’s partnership, from simple to more advanced programs including creative examples and detailed results.
  • Learn more about the path forward from looks into advanced programs and strategies being used today, and where they are going tomorrow.


View the entire agenda here


Speaker Bios: 

Mindy Rickert, Customer Director, Shopper Marketing, Mondelez International

Mindy Rickert is the customer director, shopper marketing for the value and convenience channels at Mondelez International where she is responsible for creating and executing shopper marketing activation for Mondelez brands with her customers. Previously, Rickert held brand manager roles on the Trident gum business as well as Mondelez’ biscuit channels marketing team. She also spent several years working in product innovation for Mondelez’ confectionary brands. She was named one of the “2015 People to Watch” by Shopper Marketing magazine for her work with the drug class of trade as well as the shopper futures program which matches cutting edge marketing tech companies with Mondelez brands and retailer partners. Rickert graduated from Penn State with a B.S. Marketing and earned her MBA from the University of North Carolina at Chapel Hill.


Jason Young, VP Media & GM Crisp, Crisp

Jason Young is a 20-year media industry veteran at the forefront of the digital advertising market in the U.S. In 2011, he joined Crisp as part of the company’s acquisition of Smart Device Media, a premium mobile ad network, where Young was chief executive officer. Prior to founding Smart Device Media, Young spent nearly two decades with technology media titan Ziff Davis, the last three as CEO. At Ziff Davis, Jason helped craft and execute the strategies that transformed market-leading brands like PC Magazine from print to digital distribution. With expertise in emerging digital advertising trends, he has lent his vision as a leader in key industry organizations like American Business Media, Interactive Advertising Bureau, and Google Publisher Advisory Committee. Young resides in Larchmont, NY, with his wife Melissa and three children.


Risa Crandall, SVP, Managing Director, Crisp

Risa Crandall came to Crisp Mobile after 20 years in the publishing and digital industry, focusing on the best technologies to connect advertisers with consumers. Crandall's experience in CPG and retail aligns with Crisp’s mobile shopper activation and drive-to-retail focus. She shares her industry knowledge with key clients, The Path to Purchase Institute, The Brand Activation Association and agency partners to educate and inspire clients regarding mobile best practices to deliver sales lift. A recognized P2Pi Woman of Excellence, 40 Under 40, Hotlist, and Innovator of the Year. Prior to Crisp, Crandall brought her energy, strategic thinking and understanding of sales and marketing to digital publishers: Time Inc, Conde Nast, Meredith and Scholastic.

Mindy Rickert
Customer Director, Shopper Marketing
Mondelez International
Jason Young
VP Media and GM Crisp
Risa Crandall
SVP, Managing Director