Collaboration Track: 2019 Path to Purchase Summit

Caribbean Salon V

Thursday, May 16, 2019

2019-05-16

Collaboration Track: It All Begins With Shopper Insights

10:00 AM - 10:30 AM

10:00 AM

10:30 AM

<div>With millennial, on-the-go shoppers looking for a variety of healthy and satisfying snack options, the goal of these collaborative partners was to establish Walmart as the destination for healthy snacking during the back to school season. Hear how this cross-category alliance worked to forge increased impressions and how you can apply these best in class principles to your shopper marketing programs. </div> <div>In this session, attendees will learn:</div> <ul><li>The importance of creating clear goal alignment with partners.</li> <li>How a collaborative approach helps build success by adding scale, cost efficiency and increase visibility. </li> <li>Tips and tricks to ensuring success for all parties involved. </li> </ul>

Vanessa Carlson-Bueno

Sr. Director, Marketing

LALA U.S.

Vanessa Carlson Bueno was tasked with creating and implementing the Shopper Marketing organization at LALA for a projected $200 million CPG organization. Her responsibility has increased to lead not only Shopper but the Brand teams as well while maintaining P&L accountability of $15 million. Bueno works directly with her team to drive growth at 25+ grocery chains to drive consumers down the Path to Purchase through social influencers, digital shopper marketing, media, and social media.

Heather Foitek

Sr. Director of Sales, Walmart Inc. Team Lead

LALA U.S.

After spending over a decade working in CPG with top Food & Beverage companies focused on understanding consumer behavior and translating that into brand/category growth, Heather Foitek is now the Sr Director of Sales at LALA US with oversight responsibility for Walmart Inc and the Texas region. Foitek loves to learn and has a passion to pursue taking in new information and adapting based on the needs of the future. Outside of work you’ll find Foitek trying new restaurants or recipes and exploring new cities with her absolute favorites, her husband Jason and two young children Joshua and Holly. Foitek holds an undergraduate and MBA from DePaul University.

Rulynn Hansen

Sr. Account Director

Epsilon

Rulynn Hansen is a Senior Account Director at Epsilon Agency, a leader in data-driven marketing. Her 20+ years of experience in the agency industry includes foodservice, brand and shopper marketing. Hansen has spent the last 5 years of her career at Epsilon, working with clients in the food, home care and health & beauty categories. She currently leads a team tasked with developing campaigns founded in data and insights which deliver growth for her clients.

Carol Vella

Sr. Business Development Manager

Del Monte Foods Inc.

Upon completing her MBA at Washington University Olin School of Business in St. Louis, MO, Carol Vella launched her retail career at Walmart. She spent 5 years in Walmart Marketing, primarily focused on General Merchandise, and then 1 year in Private Brands, Consumables. In 2017, Vella left Walmart and joined Del Monte Foods, Inc. as the Senior Shopper Marketing Manager. In 2018, she moved over from Shopper to Sales and now owns half of the Walmart Stores business and all of Walmart.com Sales for Del Monte Foods. Her passion continues to be driving results, regardless of the role. Vella and her husband, Jason, have two beautiful daughters, Eliza and Talia.

Caribbean Salon V

Thursday, May 16, 2019

2019-05-16

Collaboration Track: The Evolution of Retail Planning: Putting the 'J' Back into Joint Business Planning, Accelerating Business Results & Retail Relationships

10:45 AM - 11:45 AM

10:45 AM

11:45 AM

Transformational retail partnerships result in sustained collaboration, co-investment and accelerated growth, and are the result of manufacturers adopting a merchant mindset focused on the needs of the shopper. With the true power at retail in the shopper's hands, both manufacturer and retailer must be laser-focused on insights at the core of JBP or leave big money on the table. Evolution of manufacturer/retailer relationships will come from the collaboration across sales, marketing, insights and e-commerce teams to significantly amplify the impact of JBP - success that only results from a purposeful, holistic approach involving a new level of integration across companies. Learn how Hallmark did this and how it changed the game at retail. In this session, attendees will: <ul dir="ltr"><li>Gain new perspective on what it means to have a merchant mindset organization focused on the shopper, brand and customer intersection.</li> <li>Learn how new capabilities developed by Hallmark enabled them to move beyond today's traditional model and the interdependency that is required to unleash the power of the organization. </li> <li>Understand how leveraging the power of elevated JBP capabilities can ignite a new level of growth for manufacturers and retailers, with lessons learned along the way. </li> </ul>

Leslie Myrie

Director

Capre Group

Leslie is a results-driven and collaborative leader with extensive experience in building brands that matter to consumers, retailers and shoppers for several of the world’s largest consumer packaged goods companies and retailers. He leverages his expertise from leadership roles at Procter & Gamble, Georgia-Pacific and Kraft Foods in marketing activation, innovation, shopper marketing and sales to deliver innovative and highly effective solutions to create long-term value. Leslie earned his MBA from Kenan-Flagler Business School at The University of North Carolina at Chapel Hill and his BS from Duke University.

Vicki Lehr

VP Category Solutions

Hallmark Cards Inc.

Vicki Lehr is a recognized consumer packaged goods industry veteran with more than 25 years’ experience in category strategy, category management, demand and inventory planning and public accounting. With over 20 years at Hallmark, she is currently Vice President of Category Solutions. Lehr oversees category solutions and analytics, shelf activation and navigation and collaborative customer planning. She has a distinguished track record of driving growth by building proprietary capabilities that utilize deep shopper understanding, align innovative activation and create collaborative customer plans that are aligned to retailer strategies.

Caribbean Salon V

Thursday, May 16, 2019

2019-05-16

Collaboration Track: Power of Partnership

1:30 PM - 2:15 PM

1:30 PM

2:15 PM

<div>Mondelez International and Coca-Cola have been partners for about a decade. Despite challenging consumer changes, retailer changes and internal organizational changes, these companies have maintained a strong working relationship to drive solutions for their shoppers and baskets for their retailers. Discover how these CPG giants look to each other to share best practices and understand key learnings that can be applied to their respective businesses to the benefit of their end consumers.</div> <div>In this session, you will learn:</div> <ul><li>Why the Mondelez and Coca-Cola partnership works.</li> <li>How, despite the changing landscapes externally and internally, they continue to work together.</li> <li>How the benefits outweigh the costs.</li> </ul>

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 roles in customer, marketing and commercial leadership. Prior to joining Coca-Cola, Barba worked for Nabisco, where she held positions in field operations, retail sales and category management.

April Carlisle

VP, NRS, Shopper Marketing

Coca-Cola NA

April Carlisle leads shopper marketing across the entire portfolio of Coca-Cola brands, developing strategic vision, plans and measurement, which include shopper marketing plans with customers, shopper marketing insights, strategies and toolkits developed with brands from the center; managing budgets and 50+ field-based shopper marketers that are embedded in the key customer teams; and the shopper marketing vision/strategies/governance for the 64 Coca-Cola bottlers.

Steve McGowan

RVP, Shopper Marketing & Strategic Partnerships

Mondelez International

Steve McGowan has more than 20 years of brand marketing, sales planning, sales strategy and shopper marketing experience. He has worked at H.J. Heinz, Cadbury, Kraft Foods and Mondelez International. McGowan has been working in the shopper marketing space for the last eight years and currently leads the function for Mondelez USA. A frequent speaker at Path to Purchase Institute events, McGowan is a member of the Institute's Distinguished Faculty.

Michael Pelletier

Sr. Manager, Shopper Marketing

The Coca-Cola Company

Michael Pelletier currently leads Coca Cola Co.’s national retail sales shopper marketing for the Military Channel. Pelletier leverages shopper insights and collaborative business planning to bring the shopper path to purchase to life within the channel. In his role leading shopper marketing, Pelletier collaborates with senior members of the Defense Commissary Agency in the development of shopper marketing strategies and business planning. Pelletier joined The Coca-Cola Company in 2000 and has held a variety of customer and marketing positions including within the following national retail sales teams: Southeaster Grocers, Wegmans, Safeway Albertsons, Walmart, Target, and SuperValu. Prior to joining Coca-Cola, Pelletier worked for The Pillsbury Company, where he held positions in retail sales, key accounts, sales management, and category advisory.

Michael Tilley Tilley

Biscuit Lead Shopper Marketing

Mondelez International

Michael Tilley oversees shopper marketing and strategic partnerships at Mondelez International, linking customer strategies and shopper insights with brand strategies and consumer insights. The global snacks company includes Oreo, Chips Ahoy!, Ritz and other worldwide brands. Tilley’s marketing experience spans 25 years at PepsiCo, Nabisco, Kraft and Mondelez International. A Southern Illinois University graduate, Tilley serves as executive in residence at its business school. He is also a faculty member of the Path to Purchase Institute.

Caribbean Salon V

Thursday, May 16, 2019

2019-05-16

Collaboration Track: The New Era of Sampling: Engaging On-The-Go Millennials

2:30 PM - 3:00 PM

2:30 PM

3:00 PM

<div>The multi-screen, always on environment has created a cluttered landscape which left millennial consumers distracted and brands struggling to compete for their attention. Learn how Johnson & Johnson leverages product sampling to capture this audience across multiple channels. The Listerine team will discuss how they integrate e-commerce sampling into new product launch plans while showcasing the power of creating a "surprise & delight" moment. </div> <div> </div> <div>In this session, attendees will:</div> <ul><li>Understand the new era of sampling - a critical tactic in generating trial and HHP.</li> <li>Review Listerine's Ready! Tab sampling strategy and how Johnson & Johnson engages on-the-go millennials through e-commerce and in-store sampling activation. </li> <li>Learn how CPG brands can build incremental value by introducing their products to qualified shoppers who have adopted e-commerce as a lifestyle choice. </li> </ul>

Kristen Possanza

Sr. Account Director

BrandShare

Kristen Possanza is a Senior Account Director at Brandshare, a leader in sampling and omnichannel shopper engagement solutions. Possanza strategizes national sampling and shopper marketing campaigns for leading CPG brands utilizing shopper insights and data to drive the path to purchase. She plays a strong role in Brandshare’s business development across the food, health, and beauty categories. Possanza graduated with an MBA from Villanova University and a bachelor's degree from The University of Tampa. Prior to joining Brandshare, Possanza held positions in field sales and category management. Possanza is an active member of the Villanova Alumni Association and MBA Mentorship program, both as a mentee and a mentor to a current business student. A native of Philadelphia, Possanza enjoys fine dining, travel, and long-distance running and volunteers with the Pennsylvania Horticultural Society and the Neighborhood Gardens Trust.

Yasmeen Spotwood

Shopper Marketing & Consumer Activation Manager

Johnson & Johnson

Yasmeen Spotwood is a Shopper Marketing & Consumer Activation Manager at Johnson & Johnson, Group of Companies. Spotwood joined Johnson & Johnson in 2016 and has had the opportunity to work across a range of icon brands, including Johnson's Baby, Aveeno Baby, Stayfree, Carefree and Healthy Essentials which is a Johnson and Johnson's scan platform. Spotwood currently leads the Shopper Marketing and Consumer Promotion strategies for Listerine, BandAid, and Neosporin. Spotwood has extensive experience in developing promotional and shopper strategies grounded in key insights, and flawlessly executing activation plans along the path to purchase. Yasmeen continues to focus on bringing thought leadership, innovative ways to delight and provide value to shoppers.

Caribbean Salon V

Thursday, May 16, 2019

2019-05-16

Collaboration Track: Collaborating to Unlock E-Commerce Growth

3:30 PM - 4:00 PM

3:30 PM

4:00 PM

<div> With the rapid growth and evolution of e-commerce, it can seem intimidating to brands who are used to working more with physical retailers. So how do we do this in the e-commerce world? Our panel discussion will show how working with e-commerce and omnichannel retailers by focusing on their shoppers and collaborative ways of working is the key to mutual growth. <div style="margin:0px 0px 7.5pt;">In this session, attendees will:</div> <ul><li class="m_8856086306592275959gmail-m_-1582168144500713971gmail-m_-4649749530636224696" style="margin-left:0in;color:rgb(51,51,51);margin-bottom:7.5pt;">Understand the importance of great knowledge of e-commerce and omnichannel in unlocking growth</li> <li class="m_8856086306592275959gmail-m_-1582168144500713971gmail-m_-4649749530636224696" style="margin-left:0in;color:rgb(51,51,51);margin-bottom:7.5pt;">Discover the opportunities for innovation, activation and longer-term strategy a collaborative approach to eCommerce represents</li> <li class="m_8856086306592275959gmail-m_-1582168144500713971gmail-m_-4649749530636224696" style="margin-left:0in;color:rgb(51,51,51);margin-bottom:7.5pt;">Be able to ask the panel questions as part of an open Q&A session at the end of the discussion</li> </ul></div>

Sarah Gleason

Director

OxfordSM

Sarah has an MBA from Wharton and 18 years experience in brand management. Before entering consulting Sarah was a VP Strategy at Kraft. Here she was responsible for strategy, annual marketing plans and integrated marketing services giving her a wealth of experience when it comes to long term strategy. As a consultant, she has partnered with organizations across industries on marketing and sales to develop growth strategies and build capabilities

Jonathan Simpson

Consultant

OxfordSM

Prior to joining Oxford, Jonathan managed the shopper marketing function at Heineken USA for 3 years, where he worked with the consumer marketing and sales teams to drive flawless in-store activation, amplified throughout the shopper journey. At Oxford, Jonathan has been working with global clients to help integrate shopper thinking and strategy into their business, focused around the customer experience.

Dan Bracken

VP Consumer Engagement

Church & Dwight

Briahnna Cooper

Dir. Consumer Insights

Newell Brands

Briahnna Cooper leads the Insights team for the Baby and Food Divisions at Newell Brands and spearheads the Shopper Insights Center of Excellence for the company with an emphasis on omnichannel understanding. She plays a key role in using insights to redefine Go-To-Market strategies and Activation Plans accounting for dynamic retailer landscapes, continued shifts towards e-commerce and the evolution of the path-to-purchase. Cooper is also a key partner in informing category specific, retailer strategies as traditional B&M players enhance the omnichannel experience.

Carlos Garcia

Industry Manager, CPG-Retail

Facebook

Carlos Garcia leads the US CPG-Retail team at Facebook where he consults with Grocers, Drug Stores, Mass and Club retailers on using mobile to grow sales both in-store and online. Garcia and his team are integrated with Facebook's CPG team, building Shopper Marketing programs that drive deeper partnerships between CPGs and CPG-Retailers. By connecting data with machine learning technology, the solutions Garcia and his team develop add convenience to shoppers' lives, while driving measurable business results, helping to create a zero friction future. Prior to Facebook, Garcia was a television sales leader at Univision Inc., where he coached brands on tapping the explosive and often underserved US Hispanic audience. Before that he created television and print ads for the award-winning “Priceless” campaign as part of Mastercard's North America Brand Building group. Garcia attended Georgetown University's McDonough School of Business where he studied Marketing and Studio Art. He splits his time between New York City and Connecticut with his wife Luna, daughter Elle and Burmese cat Neezle.

Alison O'Keefe

Offsite Media Client Lead for Kroger Precision Marketing

84.51°

Alison O’Keefe is the Offsite Media Client Lead for Kroger Precision Marketing on the Product, Strategy and Innovation team at 84.51°. Her role includes ensuring that offsite media buys are data driven, personalized and relevant for both Kroger customers and CPG clients, while also developing and scaling new offsite solutions that can take advantage of 84.51°’s best-in-class data and measurement techniques. She graduated with both her master’s and bachelor’s degrees in communications and started her digital career on the publisher side. At Scripps Digital, O'Keefe worked with sales teams across the country to sell, implement and optimize display, video and programmatic campaigns. From there, she entered the agency world at Empower, leading digital strategy, planning, and buying for multiple clients, focusing mainly in the retail and CPG space. O'Keefe joined 84.51° in October 2017 on the Partnership Management team, working on Kroger Precision Marketing for CPG clients such as Coca-Cola and Hormel.

Daniel Thorpe

Global Marketing Strategy - Access Lead

GlaxoSmithKline

Daniel Thorpe is the Global Marketing Strategy Lead within the Respiratory Category at GlaxoSmithKline Consumer Healthcare, one of the world’s leading OTC companies. Over the past 15 years his career has led him to all corners of the globe, in leadership capacities at Rebel Sport, Metcash and at GSK. In his current and previous role as the Global Shopper Director he’s be heavily focused on scaling strategic e-commerce retailer partnerships, and internal capabilities and execution.

Caribbean Salon V

Friday, May 17, 2019

2019-05-17

Collaboration Track: The Collaborative Product Launch: How Brands Partner with Bazaarvoice to Drive New Product Success

10:00 AM - 10:30 AM

10:00 AM

10:30 AM

<div> As any marketer will tell you, a new product launch is a significant undertaking that requires teamwork and touches every part of the business. In order to drive results, you need to understand your audience deeply and craft an approach that resonates with shopper wants and needs. This presentation will cover how leading brands partner with ratings and reviews leader Bazaarvoice to collaboratively go-to-market and ensure new product success by tapping into each phase of the consumer decision journey. Attendees will learn: <ul style="color:#222222;font-family:Arial, Helvetica, sans-serif;font-size:small;font-style:normal;font-weight:400;letter-spacing:normal;text-transform:none;white-space:normal;word-spacing:0px;background-color:#ffffff;margin-bottom:0in;margin-top:0in;" type="disc"><li style="margin:0px 0px 0px 15px;color:#000000;vertical-align:baseline;">Methods for partnering on user-generated content collection pre-launch</li> <li style="margin:0px 0px 0px 15px;color:#000000;vertical-align:baseline;">Strategies for building product detail pages that highlight what shoppers love about your brand</li> <li style="margin:0px 0px 0px 15px;color:#000000;vertical-align:baseline;">How Bazaarvoice helps turn ratings and reviews into actionable product insights</li> </ul></div>

Veronica Ward

Sr. Product Manager

Bazaarvoice

Veronica Ward is a Senior Product Manager at Bazaarvoice and is based in Austin, Texas. Responsible for client tools, she is passionate about developing software solutions that help clients better manage their user-generated content for business results. Ward holds a BSE in Industrial and Operations Engineering from the University of Michigan. In her spare time, you’ll find her behind the microphone as a pub quiz host.

Caribbean Salon V

Friday, May 17, 2019

2019-05-17

Collaboration Track: Total Solutions Partnership Growth

10:45 AM - 11:30 AM

10:45 AM

11:30 AM

<div> <div>The retail industry has undergone a significant transformation over the past decade, based upon changing consumer behavior, advancements in digital capability, shifting demographics, and evolving consumer preferences. Given this evolution, retailers and vendor partners need to be focused on adapting and remaining ahead of this evolution. Understanding the areas of focus retailers are trying to solve is vital to delivering total solutions value that is meaningful and sustainable. In this session, you'll learn about the three consistent objectives vital for business planning and execution across the retail spectrum: </div> <ul><li>Differentiated Customer Experiences </li> <li>Operational Efficiency</li> <li>Layered Personalized Engagement</li> </ul></div>

Michael Moore

CCO

The IMAGINE Group

Michael Moore is responsible for leading the recently established enterprise-wide sales and marketing organization for the IMAGINE Group. This includes unifying the family of five companies, shaping the new business strategy, and executing the plan for consistent, profitable revenue growth. Previously, Moore has held executive positions at Procter & Gamble, SuperValu and Lowes Foods.

Caribbean Salon V

Friday, May 17, 2019

2019-05-17

Collaboration Track: How Tyson Activated Consumers to Influence Sales at Kroger

11:45 AM - 12:15 PM

11:45 AM

12:15 PM

<div>With today’s consumers being urged to “shop the perimeter” for healthy foods, foot traffic in frozen aisles – and the brands that reside there – have been in decline. That’s why Tyson decided to focus on driving families frustrated by mealtime planning into Kroger stores and down the frozen aisle, directing them to Tyson Grilled & Ready Fully Cooked Frozen Chicken. How? With a multi-media go to market strategy, that included Kroger Precision Marketing tactics and a highly targeted consumer influencer program designed to spark trips to retail, recipe usage, content creation and authentic product reviews.</div> <div> </div> <div>In this session, attendees will learn:</div> <ul><li>How the Tyson Chicken team combined their internal data with data from Kroger's 84.51 subsidiaries to identify the target demographic.</li> <li>How they identified and activated thousands of that target audience to drive trips in stores and down aisles. </li> <li>How a unique product experience bridged at-home, online and in-store to boost both brand metrics and sales. </li> </ul>

Kerry Lyons

CEO

Ripple Street

Kerry Lyons, is CEO for Ripple Street, an influencer marketing company that connects brands with the consumers who love them to drive targeted trials, branded content creation, authentic product reviews, insights and more. A freelance writer in her spare time, Kerry has been published by The New York Times, Huffington Post, Parents magazine and Budget Travel, among others. She is also an Adjunct Professor of Marketing at Mercy College.

Kelly Stock

Shopper Marketing Manager

Tyson Foods

Deliver Profitable Solutions to Drive Sales, Attract and Maintain Customers, and Build Solid Brands Experience in project management, product development, sales planning/execution and brand marketing. Excellent project leadership ability, as demonstrated through category management, strategic planning and training. Extensive experience developing and implementing national programs, building relationships with vendors, and managing event support personnel with enthusiasm, efficiency and quality execution. Recognized as an innovative thinker with a focus on detail, timeliness, and presentation. Expertise: - Shopper Marketing-Developing and Selling Joint Value - Strategic Thinking and Problem Solving -Budget Development and Management - Coaching and Personnel Development