As seen in

IN SHOPPER INSIGHTS

The following individuals from consumer product manufacturers and retailers have a range of titles that include insights, research and analytics. And their teams can use everything from shopalongs to virtual labs and online communities. One thing they all have in common, though, is a focus on why shoppers make the decisions they do.

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AAhold USAn Sharon Eiswert, Director, Marketing &

Merchandising Insights n Edward Porter, VP, Consumer &

Business Insights

AnheUSer-BUSchn Patrick Arminio, Shopper Insights

ManagerArminio focuses on combining research methodologies including mobile, digital and virtual into more traditional resources so his team and clients can view trends.

n Tom Prestridge, Director, Shopper InsightsPrestridge’s role combines shopper in-sights with sales information in develop-ing programs.

ABAcArdi & compAny ltd.n Kurt Hillmann, Director

of Shopper Insights

BAyer heAlthcAren Deb Hamtil, Senior Manager,

Shopper Insightsn Rich Kloenne, Senior Manager,

Shopper Research

BeAm GloBAl SpiritS & Winen Brian Berlin, VP,

Consumer & Shopper Analytics Berlin launched the cat-egory management group at Beam to focus on shop-pers, and now leads the consumer and shopper analytics group. He integrates brand opportunities with shopper and consumer insights.

BeSt BUy co.n Lisa Hake, Senior Director, Business

Group & Omni-Channel Customer Insight Strategy

n Laurie Krause, Director, Insight Strategy & Execution

n Linda M. Todd, Senior Director, VOC Research Lead & Digital Insights Strategy

BimBo BAkerieS USAn Linda Ryan, Senior Category Analyst

Bp AmericA inc.n Diana Gabbard,

Consumer & Shopper Insights, FVC (Fuels Value Chain) Gabbard oversees all shopper and consumer insights for the BP North American Retail Division, including the retail experience, rewards program, P-O-P and consumer communications. In her role, she has initi-ated insights platforms that have led to improvements in the fuel shopper experi-ence such as P-O-P simplification at sta-tions, a new rewards program and better consumer experiences at stations.

BrookShire Grocery co.n Rebecca Sanders, VP, Marketing

BroWn-FormAn corp.n Christa Bryant, Director, Channel &

Customer Marketingn Cynthia Williams, Shopper Insights

Group Manager

BUmBleBee FoodS llcn Joseph Mitilieri, National Director of

Category Development

BUrt’S BeeSn Caroline Klompmaker,

Global Insights Business Leader

ccAmpBell SoUp/pepperidGe FArmn Alex Garnick, Manager, Shopper

Insights, Beverages & Breakthrough Innovation

n Craig Geiger, Senior Manager, Shopper Insights, Walmart & Sam’s Club

n Melissa Lawrence, Senior Manager, Shopper Insights, Soup & Simple Meals

n Wendy Lo, Senior Manager Shopper Insights & Category Strategy, Snacks

n Philip McGee, Director, CCID, Beverages & Portfolio Analytics McGee’s almost 20 years in the CPG industry includes private brands, Kmart and Campbell Soup Co. He has oversight of Campbell’s and Pepperidge Farm. He served as chairman and keynote speaker at IIR’s Shopper Insight in Action conference.

n Nick Mendoza, Senior Manager, Shopper Insights

n Mindy Rees, Senior Manager, Shopper Insights & Category Strategy – Bakery & Warehouse

cArhArtt inc.n Amy Burgdorf, Director of Market

Research & Insights

centrAl GArden & petn Catherine Nodar, Director of Market

Research & Consumer Insights – Garden

n Thuy Rhew, Director of Consumer Insights

chAttem n Bob Cohen, Director, Consumer/

Market Insightsn Doug Langdon, Director, Consumer/

Market Insightsn Marissa Sison, Director,

Consumer Insights

the clorox co.n Danny Brown,

Global Shopper Insights Lead – Strategic Customers Brown leads shopper in-sights initiatives for Clorox and works with retail customers on cat-egory and retail growth. He collaborates with category management and shopper marketing.

n Stacey Kirkbride, Shopper Insights Lead

n Vikram Sarma, Global Director, Shopper Insights

the cocA-colA co.n Chris Elsbury, Director, Shopper

Research, Coca-Cola North American Pavi Gupta, Group Director, Shopper

Insights & Still Beverages Insights

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When it comes to research, sometimes the unexpected can lead to the biggest breakthroughs, says Ameeta Jain. “When you don’t get what you expect, it really begs the question, why? And I believe oftentimes that can help shed light on op-portune areas that we may not have originally thought of go-ing into a study. Even if we don’t get the exact results we want, there are always insights to be had.”

Jain began her career at IRI, where she focused on business analysis and account management. But with a passion for un-derstanding the psychology behind the decisions we make, she shifted her career focus to consumer insights. After a brief stint at Welch’s, Jain joined Nabisco as part of the company’s sales insights function. “What attract-ed me to the role was that it combined both research and analytics, but with the focus shifted from the con-sumer to the shopper.” As Nabisco became integrated into Kraft Foods, she joined the centralized shopper insights team. When Kraft then split into two entities last year, separating its grocery and snacks businesses, Jain was again charged with a new role.

As director of shopper insights and category management at Mondelez, Jain leads the development of shopper insights for the manufacturer’s U.S. business, with a focus on cookies and crackers, gum, candy and cough drops. The shopper insights and category management functions are combined, she says, because Mondelez believes not only in understanding shoppers and their behavior, but also in translating those learnings into

actionable recommendations that can help its retailer partners drive their categories and snacking as a whole in their stores.

Jain and her eight-person team are “strong believers” in the development of holistic insights, she says, and to do that they use shopalongs, ethnographies, online shopper communities, purchase decision hierarchy studies, online surveys, shopper movement tracking, virtual testing, etc.

The team recently completed a comprehensive study com-bining need states, snacking occasions and key consumer and shopper barriers. As a result, the team has sharpened its focus against the key moments that will drive the greatest snacking growth for retail customers. “We found eight key moments that will drive snacking growth, and that’s our focus as a sales organization,” she says.

There are three key ways in which her team works with re-tail partners to incorporate shopper insights into the strategic planning process. First, the team regularly incorporates shop-per insights into category reviews. Second, shopper insights play a key role in the annual planning process, where the team works with customers to jointly build category strategies that align to the key moments of opportunity. Finally, the team shares futuristic shopper insights with its customers via “In-novation Days.” “This is where we collaborate on how we can grow our categories together by understanding the evolving needs of their shoppers,” Jain says.

MONDELEZ INTERNATIONALAmeeta Jain, Director of Shopper Insights & Category Management for the U.S.

Photo by Steve Hockstein

“ even if we don’t get the exact results we want, there are always insights to be had.”

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Photo by Michael LoBiondo

Knowing that every research project isn’t going to produce silver bullets, Katie Pollock has become very adept at reading between the lines and asking questions that achieve results. As divisional vice president of shopper insights, she leads a Family Dollar team that partners with anyone in the organiza-tion who has a shopper insights need.

“Anytime there are questions about our customer, we an-swer it with the research we have or will work with them on putting together a study to go out and collect the data,” she says. And if there’s not an “a-ha” moment, no problem. She says it’s appropriate at times to “stay the course” and not im-plement major changes. “It can be challenging when there’s not a big message to send, but on the flip side, it can also be difficult when we have a really great insight that’s going to cost millions of dollars to execute. Our charge then becomes adding other pieces or sources of information to that to really drive change.”

Pollock spent time on the supplier side before becoming a research manager at Lowe’s Home Improvement, then joined Family Dollar nearly seven years ago. She first filled a strategy role and then also picked up responsibility for research six months into her tenure. Since then, she’s been building out the shopper insights program.

Her team works broadly across the organization, interact-ing with merchandising, marketing, store operations, private brand and pricing teams, human resources, IT and corporate communications/investor relations.

Her group collaborates with manufacturers in varying ways, Pollock says. A manufacturer may approach with a study in mind that often spans multiple channels. “They’re generally asking for our permission if they want to go into our stores and talk to our customers, but also for participa-tion from our end,” she says. Conversely, her team will initiate a study, generally pulling in multiple manufacturers to get an understanding of an entire category. The intention is not al-ways to come away executing a specific program that imple-

ments the learnings. “Many times we’re doing that study to better understand a specific category and what some of the opportunities might be, or specific customer segments,” she says.

“But the manufacturers typically come back with their

thoughts and learnings and it will lead to some type of marketing pro-gram, or they’ll use it to work with merchants on recommended assort-ment changes for a line review.”

The retailer’s focus on develop-ing insights centers around gaining learnings for the total store or for a

particular category, Pollock says. “We do a lot around the cus-tomer profile and understanding our shopper segments and who the shopper is, and then we have our core tracking stud-ies to monitor our perception against the key elements of our value proposition.”

FAMILy DOLLAR STORES INc.Katie Pollock, Divisional Vice President of Shopper Insights

“ it can be challenging when there’s not a big message to send, but it can also be difficult when we have a great insight that’s going to cost millions of dollars to execute.”

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n Claire Quinn, Group Director, Category Advisory Services, East Region, Coca-Cola Refreshments

n Christopher Russell, Group Director, Shopper Insights, Coca-Cola North America

n Daren Sorenson, Director, Shopper Insights, Coca-Cola North America

n Steve Weir, Director, Shopper Insights, Walmart Team, Coca-Cola Refreshments

coinStAr inc./redBoxn Matt James, Senior Director, Strategy

& Analytics

colGAte-pAlmolive co.n Bill Bean, WW Director, Global

Shopper Insights & Trade Researchn Betsy Fitzgibbons, Senior Manager –

Shopper Insightsn Allison Scott, Director, Shopper

Insights & Analytics

conAGrA FoodS inc.n Mike Bodnar, Director,

Shopper Insightsn Carmen Brace,

Director, Insights & Strategy

n Dave Cox, Senior Director, Consumer Insights

n Katie Lilley, Shopper Insights Managern Nick Martinez, Director of Shopper

Insights, Walmart Teamn Tim Miller, Senior

Director, Shopper Insights Miller heads up the 20-per-son shopper insights de-partment at ConAgra. His team gathers insights with standard tools and techniques – via shopalongs, store intercepts, focus groups, online surveys and ConAgra’s virtual-store technology.

n Liz Mohr, Director of Shopper Insights

n Bob Nolan, VP, Customer Insights & Analytics

conStellAtion BrAndS inc. n Dale Stratton, VP, Strategic Insights

coty U.S. llcn Jessica Kalinger, Director, Category

Management & Shopper Insights See profile on page 11

n Lisa Panchal, Senior Manager, Category Management & Shopper Insights

n Gina Stefanik, Senior Manager, Category Management & Shopper Insights

croWn importS llcn Heide Tierney, Director,

Consumer Insights

cvS phArmAcyn David Charles, Director –

Consumer Engagement Analyticsn Carrie Flynn, Director of Customer

Analyticsn Steven Fransblow, Director –

Consumer Engagement Analyticsn Brendan Langan, Director,

Customer Research

dthe dAnnon co.n Tracy Luckow, Senior Director,

Strategy, Insights & Innovation

deAn FoodSn Susan Stege, Director, Category &

Shopper Insights

del monte FoodS co.n Sally Buckley, Manager,

Shopper Insights

n Anne Carlson, VP, Market & Business Intelligence

n Laura Chandler Rink, Senior Manager, Shopper Insights

n Sheryle Lee, Senior Manager, Shopper Insights

n Jonathan Weiner, VP, Consumer, Customer Strategy & Insights

diAGeon Bethany Jones, Senior Director,

Consumer Planning & Researchn Catherine Moffatt, VP, Global Shopper

Planning

diAmond FoodS inc.n Joseph Najat, Senior Manager,

Category Insights

dick’S SportinG GoodS inc. n Ed Plummer, VP, CRM & Customer

Insights

dUnkin’ BrAndSn Rebecca Zogbi, VP,

Global Consumer & Business Insights Zogbi is responsible for insights for Dunkin’ Donuts and Baskin-Robbins. She provides strategic guidance to drive fran-chisee profitability and brand growth.

ee&J GAllo Wineryn Christopher Bacon, Director,

Consumer Insights

elmer’S prodUctS inc.n Andrew Kingery, Director, Shopper &

Category Development

FFAmily dollAr StoreS inc.n Katie Pollock, Divisional VP, Shopper

Insights See profile on page 4

Food lion llcn Melissa Zip, Senior Manager,

Customer Insights

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henkel north AmericAn Mack Hoopes,

Manager, Shopper Insights & Category Management Hoopes has lead shop-per measures about the impulsiveness of categories, creating an “Impulse Score” for each category and products within the category. He says this has led to the air care category being con-sidered in the same realm of candy, soda, chips and ice cream since it’s Impulse Score is equal.

the herShey co.n Rafael Alcaraz, VP,

Global Advanced Analytics, Digital Media & Strategic Foresight Alcaraz leads the com-pany’s ROI accountability efforts to improve marketing and sales efficiency. He also leads global pricing and retail forecast applications. He is an analytical consultant across research, cat-egory management, marketing and sales.

n Corliss Collier, Director, Category Strategy & Insights

n Carolyn Hendriksma, Director, Shopper Insights for Walmart & Sam’s Club

n Susan LaPointe, Director, Shopper Insights

n Michael Weinstock, VP, Insights Driven Performance

heWlett-pAckArd co.n Tyler England, VP,

Customer & Market Insights – Americas

n Sheila McKay, Customer & Channel Insights

n Laura Smith, Shopper Marketing Insights Manager

hillShire BrAndSn Jennifer Bentz, VP, Consumer Insights

& Strategy n Edith Drew, Manager,

Shopper Insightsn Katie Survance, Manager,

Shopper Insights

Frito-lAy inc.n Chetan Bhanot, Director, Shopper

Insights, Frito-Lay & PepsiCon Christina Moore, Senior Manager,

Shopper Insights, Frito-Layn Shelley Pisarra, Senior

Director, Shopper Insights & Strategy, Frito-Lay

GGenerAl millS inc.n Linda Kline, Senior Director,

Shopper Insights

GeorGiA-pAciFic corp. n Tamara House, Director, Customer

Strategy & Insightsn Monica Lopez, VP, Consumer &

Shopper Insightsn John Pfalzgraf, Director of Shopper

Insightsn Kathryn Young, Director – Consumer,

Shopper & Market Insights

GlAxoSmithklinen Jana DeLancey, VP,

Consumer & Market Insights

n Valentine Ellis, Senior Manager, Shopper Insights Ellis and her team build GSK’s shopper insights tool kit for their shopper mar-keting and retail category solutions teams, and retail partners.

n Christopher Farley, Director, North America Insights

n Cristina Marinucci, Shopper Insights Manager Marinucci is responsible for developing shopper-centric insights for oral care & lip health.

Green moUntAin coFFee roASterSn Adam Chojnacki, Senior Manager

Category Strategy, Keurig

GrUppo cAmpArin David Lee, Director, Analytics &

Insights

hh&r Blockn Ed Dobbles, VP,

Consumer Insights & Marketing Analytics

hAllmArk cArdS inc.n Brenda Munroe, Consumer

Understanding Manager

hArriS teetern Andy Groff, Director, Merchandising

and Marketing Analytics

hArtz moUntAinn Ian Weinkselbaum, Senior Director,

Category & Consumer Insights

hASBro inc.n Anne-Marie Kroisi, Director,

Consumer Insightsn Matt Putnam, Senior

Director, Shopper Insights

heineken USAn Shawn Fitzgerald, Director,

Shopper IntelligenceFitzgerald leads the company’s upscale beer thought leadership with a focus on shopper culture. He spent 11 years with Diageo building their shopper insights function.

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Photo by Chris Cone

When Diane Isler joined Kao late last year, one of her goals was to develop an “insight engine” for the company – a process to drive research data into insights, and then into actionable recommendations, and finally into in-store execution. As se-nior manager, insights and category management, Isler heads an 11-person team within Kao’s U.S. sales organization. “I lead all sales analytics that go on, using these analytics to uncover opportunities and elevate conversations to a more strategic level,” she says.

But it doesn’t stop there. Following projects through to ex-ecution and then meeting with retailers and gaining feedback at the back end is, in effect, the start of the next iteration of the insight engine. “That interaction with retailers to understand business questions and their shopper needs, and then going about doing research that leads us to answers or solutions, keeps the process going around and around,” she says.

Isler began her career at Procter & Gamble in its manage-ment systems division. She has also held positions at The Nielsen Co. and Nielsen BASES, during which she honed her analytic skills.

Prior to Isler joining Kao, the category management group held the responsibility of the shopper insights function, with an analyst on each of the retail teams. “While these individu-als still have retailer responsibility and focus, they now report directly into my organization, which allows us to raise the bar and have a stronger focus on shopper research and shopper insights, driving that more strategic conversation and helping us be more proactive than reactive within the sales organiza-tion,” she says.

Isler describes the culture at Kao as “highly collaborative and entrepreneurial,” where everybody is invested in final results. Her group works with many other teams, including sales, brand marketing, trade marketing, internal creative,

market research, research & development and logistics. The group uses internal and external research – including Kao R&D’s product research, syndicated resources and a multitude of custom research companies – to find insights.

Isler says it’s most important to ask how the information can be used, if you can go to market with what you’ve found, and

if you can differentiate with that information. “That’s where a lot of people stumble,” she says. “I encourage my analysts to get the broadest possible relatable research so we can find meaningful insights. If there isn’t something we can do with that data right now, we put it in the library and re-evaluate our method for the next time.”

Isler points to the launch of Jergens Natural Glow as a suc-cess story. “We did a deep dive into consumer knowledge and married that with shopper insights that we had from a shop-per study to design very beautifully executed plans that were specific to the shoppers in our main retailers.”

KAO USADiane Isler, Senior Manager, Insights and Category Management

“if there isn’t something we can do with the data right now, we put it in the library and re-evaluate our method.”

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Activity within Unilever’s Cen-ter of Excellence starts with shopper insights. Learnings are shared with the brand de-velopment group and brand-building teams, as well as with category management, which uses the insights to develop the go-to-market strategies in each of the categories where the CPG giant plays. The in-sights are then shared with multiple stakeholders and cus-tomer-facing teams.

“We provide the tools, train-ing and development that goes along with supporting these teams both internally and externally,” says senior director of marketing to shop-pers Regina Bailey, who moved to the helm of the Center of Excellence earlier this year. She also leads Unilever’s Customer Insight and Innovation Centres (CiiCs) in North America.

Bailey started down her career path after a few years of “global exploration” out of college. With a degree in math education and the intention of becoming a teacher, she in-stead found herself in sales at Kimberly-Clark following a friend’s suggestion. That led to a nearly 25-year tenure at the company, growth and experience in many areas and, notably, being involved in the launch of the training pants category.

“We worked through packaging, consumer responses, under-standing discrete choice methodologies, and we learned a lot about people and their behaviors,” she says. “I was fascinated with not only how difficult it was to get people to change what they had always done, but also to get them to do some-thing they really needed to do. That was where my curiosity of the world collided with my curiosity about consumers.”

Bailey’s move to Unilever in 2009 was a “game changer,”

she says, because at K-C her focus was the United States. Now, she is on a global stage. At Unilever, she was first charged with leading the category management team for Walmart and the club channel. In her current role since February, she says, “We’re doing some pretty exciting things in shopper insights around mobile and the digital world that we’re all being asked to understand, help navigate and leverage to grow businesses and grow categories.”

Her team employs nearly all of the traditional types of research, from shopalongs, ethnographies, diary studies and demographics to consumer panels, loyalty card data and cluster sampling. It’s a good mix between qualitative and quantitative, she says, to make sure “we’re not reporting a bias or some

type of response that’s not balanced.”Virtual reality, Internet surveys, social media monitoring

and online communities have also become a part of the mix, as well as some proprietary methods in partnership with other companies. “A lot of little startup companies are offer-ing some very interesting concepts and ideas,” she says. “We listen to anybody who has an idea, and if we see some value there, we’re always looking to test and learn as a group.”

UNILEVERRegina Bailey, Senior Director of Marketing to Shoppers

“ We’re doing some pretty exciting things in shopper insights around mobile and the digital world that we’re being asked to understand, help navigate and leverage.”

Photo by Steve Hockstein

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n Christopher Witte, VP, Customer Development Witte oversees Hillshire’s development of category leadership platforms, de-partment strategy, shopper and retailer insights, as well as the delivery of shopper marketing solutions.

hormel FoodS corp.n Meghan Baumann, Consumer Insights

Analyst

JJc penneyn Linda Braswell, Business

Development Director

the J.m. SmUcker co.n Jill Boyce, VP, Market Research

John B. SAnFilippo & Sonn Arun Rajan,

Director of Insights Rajan manages all the primary, shopper and syn-dicated research for the company.

JohnSon & JohnSon SAleS And loGiSticS compAny llcn Suzanne Hock, Senior Manager,

Category Managementn Sandi Hutama, Shopper Marketing

Managern Kevin Kwiatkowski, Associate

Director, Shopper Insightsn Jim Norgren, VP, Global Strategic

Insightsn Donna Padovano, Director,

OTC Shopper & Platformsn Debbie Wearn, Manager,

Consumer Insights at Neutrogena

JohnSonville SAUSAGen Joe Bourland, Director,

Strategic Insights & Analytics

kkAon Diane Isler, Senior Manager, Insights/

Category Management See profile on page 7

n John Sullivan, Senior Director, Strategies & Effectiveness

kelloGG co.n Philip Hamner, VP of Insights &

Planningn Christian Thompson, Senior Director

of Shopper Insights

kimBerly-clArkn Jim Libuda, Senior

Manager, Shopper Insights

n Bala Mallela, Senior Director of Category & Shopper Insights

n Christopher Ziminski, Senior Shopper Insights Manager

kohl’S corp.n Joseph Bagby, VP, Consumer & Brand

Insights

krAFt FoodS GroUpn Angela Balsara, Senior Shopper

Insight Managern Eileen Bruckert, Director,

Shopper Insightsn Virginia Mason, Associate Customer

Insights Manager, Walmart Teamn Debra Phillips, Shopper Insight

Managern Crystal Pinkston, Director, Shopper

Insightn John Powers, Shopper Insights

Managern Art Sebastian,

Customer VP, Category Leadership & Shopper Insights Sebastian has responsibil-ity for category leadership, space management, sales reporting, cus-tomer culinary experience and shopper insights across all Kraft businesses within North America.

n Mark Stephens, Senior Shopper Insight Manager

n Abby Taylor, Senior Shopper Insight Manager

n Sheila Teahan, Director, Shopper Insight

n Ruthann Wilson, Director, Shopper Insight

the kroGer co. n Jeff Talbot, Corporate VP, Customer

Loyalty Marketing, Relationships & Insights

ll’oreAln Maureen Duffin, Senior Manager,

Consumer & Market Intelligencen Suzanne Ona, Director, Integrated

Consumer Insights

leGo SyStemS inc.n Karen Dizio, Shopper Insights Manager

lG electronicSn Doug Loretucci, Director,

Consumer Insights

loWe’Sn John Robert Whitaker, VP,

Market & Consumer Insights

loWeS FoodSn Trey Moser, Director of Analytics

& Insights

mmAcy’S inc.n Timothy Teran, SVP,

Consumer Insights & Strategy

mArS chocolAte U.S.n Joseph Gottschalk, VP,

Consumer & Market Insights

mArS petcAren Ellen Gooden, Senior Manager of

Shopper Insightsn Ryan Grace, Customer Strategy &

Insights Managern Paulette Kish, Strategic Insights Officern Leigh O’Donnell, Manager of Shopper

Insightsn Dorothy White, National Team Leader,

Customer Strategy & Insights

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mAttel inc.n Meredith Allen, Director,

Shopper Insights & Analyticsn Rebecca daCosta,

Director, Global Consumer Insights

meAd JohnSon nUtrition n Adrian Iveson, Global Director,

Consumer Insights

meiJer inc.n Parker Hurlburt, Director,

Consumer Insightsn Michael Ross, VP,

Customer Marketing & Emerging Technology

merck conSUmer cAren Chris Feenan, Director, Sales Strategyn Susan Hayes, Director,

Shopper Marketing & Insightsn Chris Jepson, Senior Manager,

Category Strategy & Insightsn Kathleen McHugh, Senior Manager,

Category Strategy & Insights

mike’S hArd lemonAde co.n Breton Quereau, Director,

Marketing Insights

mondelez internAtionAl n Ameeta Jain, Director of Shopper

Insights & Category Management See profile on page 3

n Fran Derin, Associate Director, Shopper Insights & Category Management

n Susan Serlin, Director, Consumer Insights & Strategy

n Amelia Strobel, Senior Director, Consumer Insights & Strategy, North America

nneStlé nUtritionn Deborah Campbell, Head of Consumer

& Marketplace Insightsn Jessica Irwin, Senior Manager,

Consumer & Marketplace Insights

neStlé USAn Kristin Carrillo, Shopper Insight

Managern Shannon Irving, Retail Insight

Managern Scott Lamensdorf, Team Leader,

Insightsn Carissa Luch, Shopper Insights

Managern Matt Mack, Shopper Insight Managern Erica Portnoy,

Shopper Insights Manager Portnoy manages retail and shopper insights for Nestlé’s frozen pizza and Hot Pockets businesses. She conducts re-search practices to uncover insights to be applied in-store, in-aisle and at-shelf, and leads strategy around emerging research technologies.

neStlé inFAnt nUtritionn Deborah Campbell, Senior Director,

Consumer & Marketplace Insightsn Jessica Irwin, Senior Manager,

Consumer & Marketplace Insights

neStlé-pUrinAn Diana Garcia, Director,

Shopper Insights

neStlé-WAterSn Drew Cornwell, Senior Manager,

Category & Shopper Solutionsn Chelsea Allen, Senior Manager,

Category & Shopper Solutions

neWell rUBBermAidn Jeff Hofmann, VP, Customer

Collaborationn Jonathan Miller, Global Director,

Business Insights & Category Management

nordStrom inc.n Lynda Firey-Oldroyd, VP,

Consumer Insights

novArtiSn Russell Abstein, Associate Director,

Shopper & Category Insights, Targetn Phil Asprelli, Director,

Shopper Insights & Marketing, Drug Channel

n Beth Lowing-Froncek, Associate Director, Shopper InsightsSupporting the cough & cold category, Lowing-Froncek works on developing and deploying shopper insights and shopper-selling platforms and programs for chan-nel teams to activate with customers.

n Mark McKeon, Senior Manager, Category Insights, U.S. OTC, Alcon McKeon came from Procter & Gamble where he held roles in both sales and category management, most recently on the oral care business for Target. He currently leads category and shopper insights for the U.S.

n Deb Monahan, Associate Director, Shopper Insights & Solutions – Pain Monahan leads the devel-opment and deployment of shopper insights and strategic category platforms & solutions to drive category growth and profitability in pain relief for Novartis Consumer Health and customers.

n Greg Parker, Director, Shopper Insights & Marketing, Mass/Club Channel

n Cheryl Policastro, Director, Shopper Insights & Marketing, Grocery Channel

n Michael Reinhardt, VP, Customer Strategy

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Photo by Steve Hockstein

Jessica Kalinger has spent much of her career asking ques-tions, always trying to understand the “why” of how things get done. A college degree in accounting and finance landed her at Coca-Cola as an accountant, but she quickly shifted into analytical roles, then forecasting and revenue growth man-agement. “That was the next layer of understanding how to work with a specific retailer and build a fruitful category sales portfolio … developing the most profitable approach for each of the retailers as well as for Coke,” she says.

It was during that time that she drilled into understanding shopper behavior, which ultimately led to category manage-ment and the development of a total plan.

After a short stint at Phillips Electronics, she moved to Coty in 2010. As director, category management and shopper in-sights, Kalinger’s six-person team functions as the “pinnacle of insights” for the beauty categories and works to understand specific shoppers across all classes of trade within the U.S.

Coty has category teams in each of its top four retailers, and Kalinger’s team works very closely with each. The collabora-tive approach is focused on building “very specific category and shopper plans tailored to their retailer,” she says. Inter-nally, her team works with customer marketing and market-ing to help review category and shopper trends, wall strategy, digital marketing and market insights.

In developing insights for its brands, Kalinger’s team helps identify business questions and works to understand who the brands’ core consumer is and who the core shopper is at each retailer.

Kalinger says her team focuses on syndicated sales data on a day-to-day basis, while also layering in panel data and secondary research tools to track trends. The team also uses primary research to help get a quick “gut check” from a con-sumer or shopper’s point of view and then builds an appropri-ate objective.

A recent fragrance category optimization test focused on customer segmentations in different categories. “Within both color cosmetics and fragrances there are very different dynamics occurring,” she says. “Fragrances have been a chal-lenge in food, drug and mass, so we’ve been trying to figure

out how to best answer why and drill down, based on the cor-rect methodologies, how to talk to the right shoppers.”

Kalinger’s team is also focused on tailoring specific shopper learning projects for its retailers. “We’re dedicated to making sure that the objectives they want to get solved are included in our research,” she says. “There’s a lot of sharing best prac-tices back and forth and helping them with gaps in their shop-per needs.” As a result, she says, it’s a lot easier to get buy-in.

cOTy INc.Jessica Kalinger, Director, Category Management and Shopper Insights

“We’re dedicated to making sure that the objectives [the retailers] want to get solved are included in our research.”

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SSAFeWAy inc.n Pauline Berry, Director,

Consumer & Shopper Insightsn Deb Fifles, VP, Consumer & Shopper

Insightsn Kathy Hayes, Director, Consumer &

Shopper Insightsn Stefanie Honeker, Senior Manager,

Consumer Insights

SAm’S clUBn John Boswell, SVP, Marketing,

Insights & E-Commerce n Cindy Casper, Senior Director,

Insights & Research

SAmSUnGn Kyle Rhodes, Manager,

Shopper Insights & Analytics

SArGento FoodS inc.n Katharine Richards, Director – Insights

Sc JohnSonn Dave Milka, Knowledge

Management Milka’s role includes de-signing and implementing consumer and shopper-based research studies to develop product pricing and placement strategies, analyze customer segmenta-tion, evaluate brand perception, and iden-tify consumer usage patterns.

the SchWAn Food co.n Rick Altman, Director,

Consumer Insightsn Diane Harper, VP, Consumer Insights

& Marketing Integration

SeArS holdinGS co.n Philip Philip, Director, Consumer

& Shopper Insights‚ Kenmore, Craftsman, Diehard

StApleS inc.n Abby Mehta, Senior Director/Head of

Global Customer Insights & Marketing Research

n Chuck Meyer-Hanover, Director of Shopper Insights & Food Category Management

poSt FoodS llcn Kelley Peters, VP, Insight & Foresight

Curation

procter & GAmBlen Lori Aulfinger, CMK

Director, North America Retailer Insights CMK stands for consumer market knowledge.

n Steve Buchanan, CMK Associate Director, North America Retail Capabilities

n Judy Copetas, Food Channel Shopper Insights Leader

n Christine Geary, CMK Associate Director, NA Drug & Cross-Channel Scale

pUBlix SUper mArketSn Karen Murino, Director of Market

Research

rrAley’S SUpermArketSn Tom Hutchison, Director Marketing,

CRM & Analytics

reckitt BenckiSern Yelena Idelchik, Shopper Insights &

In-Store Experience Manager

red BUll north AmericA inc.n Andy Morris, Shopper Insights

Manager

reynoldS conSUmer prodUctS n Nancy Bedwell, VP, Category

Managementn Brian Ellis, Senior Category

Development Manager

rite Aidn Rob George, Director of Market

Research

roUndy’S SUpermArketS inc.n Earl Potter, VP, Research & Analytics

ooceAn SprAy crAnBerrieS inc.n Larissa Irrera, Director, Global Insights

oFFicemAx inc.n Bryan Kubek, Director, Merchandise

Analyticsn Brian McComb, Director, Space

Management & Data Integrity

ppepSicon Afshin Ahangar, Senior Manager,

Shopper & Channel Insightsn Andrea Brolin, Senior Shopper

Insights Managern Angie Chang, Manager, Shopper &

Channel Insightsn Scott Finlow, VP, Shopper & Channel

Insights, North America Beveragesn Jeff Jones, Senior Manager, Shopper &

Channel Insights, Small Formatn Geoff Meade, Senior Manager, Shopper

& Channel Insights, Large Formatn Shantanu Mulay, Director Shopper &

Channel Insights, Small Formatn Kim Nameth, Senior Manager,

Shopper Insights & SMART Learning Center

n Stacey Riecks, VP, Shopper Insightsn Stan Turek, VP,

Customer Innovation & Activation Turek leads a team that focuses on customer-spe-cific research and analytics for nine of PepsiCo’s strategic customers across four channels.

n Maureen Vance, Director, Customer Strategy & Shopper Insights

n Brian Walsh, Senior Director, Shopper & Channel Insights, Large Format

pernod ricArd USAn Scot Henderson, Director,

Customer Solutions

pFizern Zack Apkarian, Senior Director,

Global Analytics & Business Insightsn William Jaichner, Associate Director,

Shopper & Category Insights (COE)

13

Whirlpool corp.n Michael Ledford, Senior Manager,

Insights & Strategyn Colette Matthews, Marketing Director,

Insights & Marketplace Strategyn Kathleen Wolf, Senior Manager,

Consumer Strategy & Insights

WhiteWAve FoodSn Aubre Dallape,

Shopper Insights Manager Dallape is responsible for shopper insights across the Silk, Horizon and Interna-tional Delight brands.

n Chad Marston, Director of Sales Strategy, Shopper Insights & Shopper Marketing

WilliAm WriGley, Jr. co.n Jami Guthrie, VP, Global Consumer

& Market Intelligence and Integrated Marketing

n Michelle Snyder, Group Manager, Consumer & Market Insights

World kitchen llcn Rita Finley, Senior

Manager, Shopper Insights Finley collaborates with marketing and sales across World Kitchen on con-sumer, shopper and retailer insights for point-of-sale activation. 

n Emily Vasbinder, Senior Manager, Customer Development & Shopper Insights

yAnkee cAndle co.n Lauren O’Hara, Director,

Shopper Insights

n Nicholas P. Jaskolski, Shopper Insights Team Leader

n Rosanne Olken, Senior Manager, Consumer & Market Insight

n Aske van der Werff, Global Shopper Insights Director Van der Werff has worked for Unilever for 15 years in marketing, consumer and shopper insights. Having first shaped the shopper insight capability for Unilever Europe, she is now responsible for global capability development.

vvF corp. n Karyn Peterson, VP, Global Consumer

& Shopper Insights

WWAlGreen co.n Greg Butler, Senior Director, Insightsn Mike Callero, Director, Consumer

Insightsn Andy Copilevitz, Senior Director,

Insightsn Adam Holyk, Group

VP, Insights & Analytics Holyk helped launch Wal-greens’ Balance Rewards loyalty program and over-sees key enterprise functions including advanced analytics, customer insights, pricing, promotions and merchandise planning. Prior to joining Walgreens, he held a senior-level role at dunnhumby, and led analytics and loyalty groups at Shoppers Drug Mart and Loblaws in Canada.

WAlmArt StoreS inc.n Maggie Arguelles, Senior Director,

Global Customer Insights & Analyticsn Cindy Davis, EVP, Global Customer

Insightsn Heiko Schafer, Senior Director,

Global Customer Insights & Analytics at Walmart

n Linda Vytlacil, VP, Global Customer Insights & Analytics

n Martha Walsh, Director, Consumer Insights

StArBUckS coFFee co.n Danny Finan, Shopper Insights

Analystn Pam Greer, VP, Global Insights &

Consumer Research

SUnStAr AmericAS inc.n Dawn Day, Senior Manager,

Marketing Insights

ttArGet corp.n Mark von Oven, Director –

Merchandising Analytics & Reporting

tySon FoodSn Carolyn Rehbock, VP, Insights &

Innovation

UU.S. cellUlArn Eric Jagher, Senior Director – Strategic

Guidance, Insights, & Planning

UBiSoFtn Amy Andrews, Senior

Insights Manager Before joining Ubisoft, Andrews spent time in the agency world at Mars Advertising and Starcom MediaVest Group.

n Steve Carlin, Senior Director, Shopper Marketing & Insights Carlin has more than 18 years of experience in mar-keting, sales and project management at Procter & Gamble, Energizer and Ubisoft.

UltA SAlon coSmeticS & FrAGrAnce inc. n Scott Friesen, Director of Marketing

Analytics & Customer Insights

Unilevern Regina Bailey, Senior Director of

Marketing to Shoppers See profile on page 8