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CUSTOMER TEAMS

Who’s Who in

at Walmart

As manufacturers moved closer to their retail customers, a shift in the supplier-retailer relationship resulted

CustomerTEAMS

By Sharon M. Goldman

t was the ultimate “Field of Dreams” sce-nario: If you build it, they will come. In 1987, Procter & Gamble helped negotiate

the first customer team operation, putting the manufacturer’s boots on the ground in a customer’s HQ city. It was in Bentonville, Arkansas – home of Walmart.

A P&G study had found the company’s re-lationship with the retailer lacking: Category expansion was disappointing; divisions over-lapped in calling on the client; and trust be-tween the two organizations was as low as it had ever been. “[Walmart founder] Sam Wal-ton’s comment was, ‘If I want to punish any of my buyers, I put them on P&G’s business,’” recalls former P&G executive Tom Muccio of the challenges the manufacturer faced in its Walmart business. “But then Sam said, ‘If you thought of my stores as an extension of your company, we would do business entirely differ-

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ently.’ That became our mantra going forward.” Soon after, the CPG powerhouse had a custom-er team in place in Northwest Arkansas, ready to call on Walmart at a moment’s notice, 24/7.

It didn’t take long for other CPGs to catch on. Muccio, who led the development of the Walmart team and ultimately served as lead-er of the P&G-Walmart global relationship through 2003, says there are more than 1,000 customer teams in Northwest Arkansas today consisting of at least six team members each. And other cities with a major retail headquar-ters have also become accustomed to thou-sands of customer team members living in the community – collaborating with retail em-ployees in the home office, eating with them in local restaurants, and joining them for cof-fee or a drink. There’s Cincinnati for Kroger; Minneapolis for Target; Pleasanton, Califor-nia, for Safeway; Issaquah, Washington, for

FEATURE: CUSTOMER TEAMS

Costco; and Deerfield, Illinois, for Walgreens. “These are whole communities that are

there for the sole purpose of doing busi-ness with the retailer,” says Dina Howell, CEO of Saatchi & Saatchi X and previously P&G vice president, global media and brand op-erations, who worked for seven years on the Walmart team. “Work really runs at the speed of retail, so you don’t have time to figure out how to get a flight in to get work done. You have to be there, in person.”

Putting a customer team in place is an ex-pensive and complicated endeavor, especially a large one with a variety of functions includ-ing sales, finance, supply chain and market-ing. But it has become the norm for major CPGs. “It’s mandatory for the biggest CPGs,” says Howell. “And for agencies like ours, it’s also a real competitive advantage to be in the market directly with our manufacturing partners working alongside retail partners.”

Teams in all Shapes and SizesIndustry experts say the one thing you can be sure of is that every customer team is different,

depending on the size of the company, the expectations of the retailer and how the team evolved within the organization. “It’s all over the board – you’ll find that every CPG team is structured differently,” says Evan Anthony, a

This Google map shows the locations of a multitude of major CPG customer team offices that are in proximity to Walmart’s Bentonville headquarters.

“Workreallyrunsatthespeedofretail,soyoudon’thavetimetofigureouthowtogetaflightintogetworkdone.Youhavetobethere,inperson.”

Dina Howell, CEO of Saatchi & Saatchi X

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In the mid-1980s, CPGs had the clout. Most retailers were re-gional – none were interna-tional – and they typically viewed CPGs very tactically. Suppliers influenced buy-ing, merchandising and logistics decisions, but they were not considered a strategic part of the retailer’s business.

The P&G customer team for Walmart, established in 1987 and led by Tom Muccio, changed all of that and put into motion a seismic shift in the retailer-supplier relationship. “We realized we had been very arrogant,” says Muccio, who’s now retired. “We measured everything by P&G’s fiscal year, not the retailer’s. We had our own internal measurements. We had seven or eight different product divisions, and we didn’t have anything that told what the total value of a customer was to P&G.”

Worst of all, he remembers, was the con-frontational language. “We referred to them as accounts, they called us vendors. We real-ized that dynamic was ‘them’ against ‘us.’ We needed to approach our customers on a more strategic basis.”

Walmart welcomed the new customer team. At least, Walmart founder Sam Walton did. “He believed it showed the commitment of P&G wanting to change,” says Muccio.

Customer Teams From the Ground Up

“Most Walmart people didn’t want us to be there, but Sam said to

give us a chance.” As soon as the P&G

Walmart customer team was announced, other re-tailers were quick to react because they felt Walmart

had gained a competi-tive advantage. “As a result

of starting those teams, P&G quickly went to Walmart competi-

tors such as Target, Kmart and Costco.” It took other CPGs some time – 18 months

to two years – to get their own teams on the ground in Bentonville and other retailer HQ cities. “They didn’t understand how customer teams worked,” says Muccio. “”We also tried to leverage P&G’s size, scale and scope.”

These days, the customer team landscape has changed, Muccio says. “The dynamics are different. Retailers are the big dogs, not CPGs. Five of P&G’s retailers have higher sales than P&G does.”

Shopper marketing is a growing opportu-nity, he adds, but both customer teams and retailers have yet to fully push the envelope in terms of broader shopper themes such as health and wellness. “There is still money being left on the table,” he says. “It will take a breakthrough in thinking.”

— Sharon M. Goldman

Tom Muccio


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retail shopper marketing consultant and for-mer Kroger marketing executive who spent more than 30 years with the retailer. “There are different shapes, sizes, levels of support; some have shopper marketing, some don’t.”

John Mount, vice president of commer-cial operations & marketing at The Coca-Cola Co., previously co-led one of Coca-Cola’s to-tal beverage customer teams in Cincinnati. He says many of Coca-Cola’s teams include field operations and national account execu-tives to call on the largest customers’ divisions and regions. In addition, they also typically include cross-functional subject matter ex-perts who support revenue management, category management, finance and shopper marketing.

“Our customers expect us to have all of the key disciplines in place to help them win,” Mount says. “They want a holistic value prop-osition that drives topline revenue and profit

growth. They expect us to fully engage along the entire path to purchase, and they engage and collaborate with us to win with their shoppers.”

Every on-site customer team needs a lead-er, and these positions tend to be very senior, says Howell. “I can’t think of anyone who is not a vice president. And most often, they are from sales or general management. They need to be capable of running a multifunc-tional team.”

The bottom line is that the CPGs need to fit their teams into the framework the retailer works in, but how each manufacturer deals with those challenges may be different, says Mike McMahon, previously vice president of integrated marketing at ConAgra Foods and now head of shopper marketing at Datalogix. “The way we put things in place at ConAgra was to push the majority of the decision rights for spending and program development into

“There’snothingbetterthanwhentheentirecustomerteamisrallyingaroundonecommonvisionorobjective.Everyonetakesalotofprideinworkingtobecomeourcustomer’smostvaluedsupplier.”

John Mount, vice president of commercial operations & marketing, The Coca-Cola Co.


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the hands of the people in the field, but we still made sure we touched base and had people come back [to the Chicago office],” he says. “Other companies pushed those rights into the field, but connectivity didn’t always come back.”

In addition, McMahon points out, at ConAgra the on-site marketing team reported to the CMO, whereas at other companies that team might report up through sales. “And often, a company might not be large enough to deploy so many resources,” he says. “They might bring in agencies to help cover a lot of the gaps in coverage at HQ.”

Shopper Marketing MigratesWhen the first customer teams evolved at the largest retailers in the late 1980s, marketing was not a part of the team’s structure. That all changed when Howell joined P&G’s Walmart team in 1997. “At P&G, we had begun to create the concept of what we called customer mar-keting,” she says. “And we realized we could work in conjunction with retailers to impact shoppers and change their behavior at the store level.”

Soon, Howell realized that P&G needed to prove out their concepts – which included the new-at-the-time concept of navigation-al signs to guide customers toward specific aisles – and that she needed to be on-site – at Walmart headquarters. “I was the lone wolf out there,” she says.

There were, not surprisingly, various re-actions to shopper marketers joining the customer team. “Plenty of people were wel-coming with open arms and appreciated the investment to bring marketing knowledge

to work at retailers,” she says. “Others were extremely skeptical.”

When McMahon joined ConAgra in 2004, shopper marketing wasn’t part of most of the company’s customer teams, which typi-cally included folks from sales, operations and category management. But retailers were be-coming more sophisticated and were hiring classically trained CPG marketers to head up their own data-driven efforts.

“That put demands on the manufactur-ing community that the sales guys were not prepared to fulfill,” says McMahon. “There was a pressure from the retailer side for us to become less fragmented and smarter about how we won the confidence of our retailers.” Those demands, he explains, turned into a high-level organizational strategy discus-sion, which led to an increased investment in an on-site shopper marketing presence at Walmart, Albertsons and other retailers and arming them with budgets and data.

“We pushed as many of our resources into the field as we possibly could,” he says. “That means all the shopper marketing people on the Walmart team, the Publix team, the Safe-way team – they all were pushed out to the customer team location. Suddenly the head of the Walmart team had a marketing insights person he could lean on.”

The Data-Driven Future Many CPGs have not integrated shopper marketing into their customer teams. “You’d be shocked by how many brands don’t even have one,” says Anthony. However, the advent of data into marketing has, overall, shifted the entire structure of on-site teams. “If there


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was no big data, teams would look the same way they did 10 years ago,” Anthony says. “But now you have the maturity of Kroger and Safeway and others. They demand a common language between them and their suppliers.”

The shopper, Howell emphasizes, is firmly in charge – which means the future for shopper marketing on customer teams is very bright: “There is so much more potential for collaboration between CPGs and retailers than you could have imagined 20 years ago. Shopper marketing has truly become inte-grated in how retailers and manufacturers go to market.”

Constant Collaboration, Value-Added SolutionsThe experience of working on an on-site cus-tomer team was “transformative,” says How-ell, who adds that it allowed her to learn about team dynamics and different functions that all worked toward the same goals: delighting shoppers, delighting retailers and growing share for P&G.

“There’s nothing better than when the en-tire customer team is rallying around one com-mon vision or objective. Everyone takes a lot of pride in working to become our customer’s most valued supplier,” says Mount about his years on Coca-Cola’s customer team. “It’s a ton of fun being in constant collaboration with the customer and building a value-oriented rela-tionship. You’re problem solving with the cus-tomer; you’re creating value-added solutions that may not always be within your expertise, and you’re engaging in different departments across the customer.” SM


CUSTOMER TEAMS

Who’s Who in

at Walmart

Abbott NutritionEMILY ANDERSON, Associate Shopper Marketing Manager Anderson began her career as a sales representative with Abbott in Seattle but moved to Bentonville for a position in sales analytics for Abbott’s pediatrics brands at Walmart. Join-ing the company’s shopper marketing group in 2013, she now supports the development of shopper platforms based on insights that align brand and customer marketing objectives to create consumer-relevant programs.

Alcon LabsANDI PRATT, Senior Shopper Marketing Manager Pratt serves as Alcon’s stra-tegic retailer engagement lead for Walmart and Tar-get. She previously held positions at Nestlé as Walmart shopper marketing for frozen foods, JWT Action on the Nestlé account, and CJRW agency supporting Tyson Foods.

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WHO’S WHO IN CUSTOMER TEAMS AT WALMART

is responsible for leading a cross-functional team executing sales plans and developing strategic marketing programs for sell-in to Walmart. Prior to joining Barilla, Wade also held a variety of sales roles at Sara Lee.

Bayer HealthCareMARYBETH GOODMAN, Vice President of Sales, National Mass

SCOTT MATHEWS, Team Leader

STEVE MORANTE, Vice President – Field Sales

BeiersdorfCANDACE CLARK FRIEDMAN, National Account Manager

Bic Consumer Products USAMICHAEL SEVART, Director of Sales, Walmart/Sam’s Club Team Sevart has 20 years’ experi-ence working in the retail channel, the last 15 directly managing the high-growth, high P&L focus of the Walmart/Sam’s Club business. He has worked for Walmart CPG supplier teams for companies with brands such as Advil, Black & Decker and Welch’s, and has a proven track record of success at Walmart, earning multiple Sup-plier of the Year/Quarter awards.

Anheuser-BuschRANDY ORNSTEIN, Vice President of Sales, Walmart and Sam’s Club, Anheuser-Busch Team Ornstein works with the entire beer-buying team on its joint busi-ness plan process to drive beer sales. During his 10-year career at Anheuser-Busch, he has spent six in Bentonville on the category team in various positions and has also led category management efforts for the large-format channel in St. Louis.

BarillaNINA MLYNEK, Shopper Marketing Manager Mlynek is responsible for strategy, planning and ex-ecution of retailer-specific marketing programs at Walmart, Target, Safeway and BJ’s. Prior to her work at Barilla, she helped develop 52 new frozen food corporate brand items for Kroger and also worked for a consumer experience research agency and clients such as P&G, Chrysler and ConAgra.

JON WADE, Walmart Team Leader Wade has spent 14 years with Barilla America, serv-ing as Walmart Team Leader for the past two years. He

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Big Heart Pet BrandsJEFF RATCLIFF, Vice President, Sales, Walmart & Sam’s Club Team

Bissell HomecareSTEVE GALEN, Senior Global Director, Walmart/Sam’s Club

Brown-FormanELIZABETH OWENS, National Account Manager

Bumble Bee SeafoodsALLAN JACKSON, Vice President, Business Development

Campbell Soup Co.TIM KWAN, Vice President, Walmart U.S. Prior to joining Campbell three years ago, Kwan spent 10 years at Kraft Foods in the U.S. and Canada. He is currently focused on strategically aligning Walmart HQ and the customer in both the short and long term to achieve sustainable, profitable and enterprise-wide growth.

Church & DwightBRIAN LYNCH, Walmart Team Leader

The Clorox Co.JEFF TOMBLIN, Customer Team Lead, Walmart

The Coca-Cola Co.JAMES BECK, Group Vice President, Shopper Marketing Beck and his team lead shopper marketing collabo-ration efforts for Coca-Cola’s portfolio of brands with Walmart and Sam’s Club on both a national and local market level. His work history includes 16 years spanning brand, retail and digital signage and shopper marketing.

ROB GEHRING, President, Walmart Global Team

Colgate-PalmolivePATRICK CASEY, Shopper Marketing Director, Walmart Casey leads the shopper marketing strategy and execution for Colgate’s oral, personal care and home care businesses at Walmart. A marketing professional with 15 years of experience in brand/general management and innovation with Colgate-Palmolive, he has held senior-level Canadian, global marketing and U.S. positions.

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HANK SCHEPERS, General Manager – Walmart Team Schepers leads a cross-func-tional team on the ground for Colgate’s largest global customer. His responsibilities include full P&L accountability, senior-level customer engagement, strategic planning and people development. Schepers has spent 29 years with the company, most recently serving as director for PetSmart.

ConAgra FoodsROBERT ROSALES, Senior Vice President – Global Strategy

TOM LISI, Senior Director, Shopper Marketing

Conair Corp.WILL MALATESTA, Walmart Team Leader

Coty BeautyPAUL PRITCHARD, Vice President – Team Leader, Walmart & Sam’s Club A senior leader with more than 20 years of experience in global sales and marketing, ranging from startups to Fortune 100 companies, Pritchard acts as the general manager for a cross-func-tional team of 24 people responsible for more than 1,200 items at Walmart & Sam’s Club.

DellKELLY MATTRAN, Shopper Marketing Account Manager Mattran recently joined Dell’s shopper marketing ac-count management group, where she works on the mass/club channel and partners with sales teams to lead shop-per marketing agenda for Dell in Walmart, Sam’s Club and Costco. Prior to joining Dell, she worked for PepsiCo and Starbucks Corp.

Disney Consumer ProductsSUSAN VAN HOSEN, Senior Vice President, North America Sales With Disney in various roles since 2001, Van Hosen leads the Disney Integrated Retail team in the U.S. and Canada, driving retail strategy and sales for Disney Consumer Products licensing, Disney Publishing, Disney Interactive and Studio Home Entertainment for licensed and vertical merchandise at key retailers.

Dr Pepper Snapple GroupLEAH BACH, Shopper Marketing Manager – Walmart

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E&J Gallo WineryJOE FARNAN, Vice President, Sales

Electronic Arts Inc.T. RYAN JAMES, Senior Director of Sales and Team Leader, U.S. Mass Merchant Channel James is responsible for the sales performance at Walmart, Target, Best Buy and other retailers representing half of Electronic Arts’ U.S. rev-enue results. Prior to joining the company in 2003, he worked for Kimberly-Clark for 10 years.

Energizer Personal CareANDY KAUFMAN, Senior Director, Walmart Team Kaufman leads a cross-functional team to develop and grow Energizer Personal Care’s diverse portfolio for Walmart. With more than 20 years of experience, he has led customer and internal strategy teams to deliver shopper solutions across Fortune 500 retailers, brands and consumer channels.

Fleet LaboratoriesKEVIN HANEY, Director of Trade & Category Development As the Walmart Team leader for Fleet Laboratories, Haney is responsible for strategic planning, tactical account management and all related Walmart headquarter management activities. He has also most recently held posi-tions at McNeil Consumer Products/Johnson & Johnson and DowBrands Personal Care.

General MillsJAY PICCONATTO, Marketing Asso-ciate Director – Shopper MarketingAs the shopper marketing lead for General Mills focused on Walmart initiatives, Picco-natto has spent the past 15 years with the CPG company in a variety of marketing roles across its portfolio, from Big G cereals to Green Giant vegetables.

ADAM DILL, Vice President, Walmart Team U.S.

Georgia-PacificMONICA BREITHAUPT, Vice President, Retail Sales (Walmart & Sam’s Club)

H.J. Heinz Co.MAX WETZEL, Vice President, Global Walmart Business Unit

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Hallmark CardsWAYNE STRICKLAND, President & GM, Walmart Team Strickland is responsible for the development of the long-term strategy for the Walmart business as well as delivering the top and bottom line goals for both Hallmark and Walmart.

Hamilton Beach Brands Inc.JASON OGLESBY, Senior Director, Team Lead

Hasbro Inc.BARRY HARRIS, Interim Team Lead and Vice President of Sales - Team Walmart

DEBORAH RUDZIK, Vice President/General Manager – Walmart Sales & Customer Strategic Marketing

Heineken USABETH FREEMAN, Commercial Marketing Manager Freeman has been support-ing Walmart and Sam’s Club for the past 15 years at Kraft Foods, Clorox and Nestlé USA before taking on her current role at Heineken. She devel-ops channel activation strategies for both

Walmart and Sam’s Club on all of the brands within the beverage company’s portfolio.

TODD PASTOR, National Account Director, Walmart & Sam’s ClubPastor develops short- and long-term strat-egy for Heineken USA in relation to Walmart and Sam’s Club. He leads the company’s national team focused against both retail-ers to align with key strategies and tactics to deliver sales growth while also delivering joint business plan goals and objectives for Heineken USA.

The Hershey Co.JEFFREY HARSH, Walmart Team Leader

JENNI PUSTINGER, Senior Director, Shopper Marketing, Walmart/Sam’s Club Team Pustinger joined The Her-shey Co. nearly three years ago after 17 years in marketing at P&G. She is responsible for the marketing strategy and plans for the company at Walmart and Sam’s Club.

J.M. Smucker Co.JEFF GREER, Vice President, Walmart Team

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Kimberly-ClarkARIST MASTORIDES, Vice President, Global Walmart Team Lead

SARA G. LEONARD, Director of Shopper Marketing, Walmart Inc. Starting with shopper in-sights, Leonard oversees the shopper marketing team in building Kimberly-Clark’s brands to dif-ferentiate its customers and drive category growth with an omnichannel approach. She recently joined the company after working at Clorox in shopper marketing for 10 years.

Kraft Foods GroupGINA ALLGAIER, Marketing Director, Kraft Walmart Team Having been in shopper marketing on Walmart since 2009, Allgaier partners shop-per insights and data with cutting-edge technology to get results. By leveraging digital, social and mobile technology with earned engagement tools and inspirational in-store POS, she has been successful with multiple platforms such as Walmart’s annual s’mores campaign and the recent “Great American Cheeseburger” program.

The Jel Sert Co.JOSEPH BOUMA, Vice President, Walmart/Sam’s Team Bouma leads the strategy development and retail execution for Jel Sert’s Walmart and Sam’s Club team. He oversees the partnerships with both internal and ex-ternal stakeholders, establishes and reports sales targets, and leads the company’s team of business development managers, retail execution managers and replenishment managers.

Johnson & JohnsonJAMES ELY, General Manager, Walmart Global

Kellogg Co.AARON ELLEMAN, Senior Director, Shopper Marketing, Walmart & Sam’s Club

SCOTT ROBERTS, Senior Vice President of Sales, Walmart

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Land O’LakesZAK LOWE, Director – Walmart Inc. Team Lowe has spent the past 11 years with Land O’Lakes in various sales and customer/trade marketing assign-ments. He currently drives strategy, struc-ture, human resources and execution of the cross-functional team including sales, retail, shopper activation, analytics, IT, etc., grow-ing the Walmart business.

Lindt & SprungliSTEVE WILSON, Team Leader – Walmart/Sam’s Club

Mars Chocolate North AmericaHARVEY MILLAR, Vice President Sales, Walmart Over the past 19 years with Mars Inc., Millar has worked in sales and marketing lead-ership positions across diverse customers, channels and international geographies. He now oversees the customer relationship with Walmart and all P&L for his business. He is also site director for the company’s office in Northwest Arkansas with more than 90 associates supporting the Mars chocolate, petcare, gum and food segments.

ALLISHA WATKINS, Shopper Marketing Manager, Walmart & Sam’s Club Watkins brings more than 12 years of marketing, market re-search, strategic planning and project manage-ment experience to her role at Mars Chocolate for Walmart and Sam’s Club. She is focused on working cross-functionally with key customers, internal stakeholders and strategic partners to deliver the best solutions for shoppers.

Mars PetcareSUSAN BENNETT, Shopper Marketing Manager Bennett is new to the Mars organization. She spent seven years with Kellogg, most recently in shopper marketing for Sam’s Club and prior to that as the company’s brand growth manager for the frozen breakfast and vegetable categories at Walmart. In her new position, she manages Mars Petcare shopper marketing for Walmart and Sam’s Club.

RICK DAW, Managing Director, Walmart Global Team Daw has been with Mars for 34 years, working across confectionary, frozen and food divisions. He currently leads the com-pany’s Walmart Inc. cross-functional team as well as representing its Walmart Mars Pet-care global team.

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Mead JohnsonJEFF BRAZZEAL, Director, U.S. Walmart Team

The Mentholatum Co.CURT T. YEFTICH, Team Leader/Director of Sales, Walmart & Sam’s Club Yeftich manages the Ben-tonville-based sales team, responsible for the Walmart & Sam’s Club U.S. business. He has more than 25 years of experience in the industry working for such companies as Pfizer, Mars Inc. and Chattem, and 14 years of experience working on the Walmart and Sam’s Club businesses.

Mike’s Hard LemonadeBRIAN FELTER, Manager, Shopper Marketing Felter spent six years in various sales and marketing roles with Anheuser-Busch before moving over to Mike’s Hard Lemon-ade three years ago. He is responsible for shopper marketing strategy and execution across Walmart and Sam’s Club, working with the internal key account team to de-velop in-store retail programs for the com-pany’s portfolio of brands.

VANESSA KING, Senior Key Account Manager King leads the Mike’s Hard sales efforts at Walmart and Sam’s Club. She works collaboratively with Mike’s shopper marketing team to develop in-store marketing and digital programs.

MillerCoorsBRIAN FEIRO, Vice President, National Account – Walmart & Sam’s Club Feiro leads the strategic and tactical plan development, alignment and execution to deliver on joint business metrics while growing capabili-ties of the MillerCoors system. Prior to his current position, he held various roles in distributor management, sales operations, planning strategy, revenue management and pricing strategy, as well as customer leadership.

DAVID HARRIS, Customer Marketing ManagerHarris works with MillerCoors’ marketing teams to bring programming to life in a way that engages Walmart and Sam’s Club shop-pers. His background includes positions at agencies such as ThompsonMurray, Saatchi & Saatchi X and The Integer Group.

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Mondelez InternationalTODD HANUS, Vice President, Sales, Walmart & Sam’s Club Hanus has 20 years’ experi-ence in various R&D, trade marketing, strategy and sales roles. He currently leads Mondelez sales for both Walmart and Sam’s Club.

CAROLYN KUTZ, Director, Category and Shopper Insights, Walmart and Sam’s ClubResponsible for driving a comprehensive analytic approach to the interpretation of category performance and providing quali-tative and quantitative assessments to the sales team, Kutz works with key stakehold-ers, competitive activity, and issues and/or accomplishments that might affect sales results.

LAUREN WRIGHT, Associate Director, Shopper Marketing Wright has spent her 10-year career in shopper marketing and sales roles supporting Walmart. She is currently responsible for shopper marketing strategy and activation that drives Mondelez business in Walmart and Sam’s Club. Prior to joining the com-pany in 2013, she spent nearly five years with ConAgra Foods.

Nestlé Purina PetCareDUSTIN PRUITT, Team Leader – Walmart Pruitt leads the sales and business development ef-forts of Nestlé Purina Pet-Care’s pet food and cat litter businesses at Walmart.

TONY DIMATTIA, Senior Shopper Marketing Manager

Nestlé USASTACEY HUTT, Manager, Field Shopper MarketingHutt leads shopper marketing strategy and activation for Nestlé’s Walmart team across the portfolio of frozen brands. She has spent five years in CPG working for Nestlé USA. Her responsibilities have included retail sales for Southern California grocery accounts, analytics and most field shopper marketing.

COREY KLEIN, Manager, Field Shopper Marketing Klein has spent the past 12 years working for both the Nestlé Purina and Nestlé USA operating companies. Recent responsibilities have included both corporate and field-based shopper marketing management roles. He cur-rently leads shopper marketing strategy and activation on the Nestlé Walmart team across its portfolio of ambient and chilled brands.

JACK SEE, Vice President

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Nice-Pak Products Inc.DIANE YITRI, Vice President of Sales Walmart/Sam’s Club

NickelodeonKEN MANTEL, Senior Vice President, Retail Development, Walmart & Sam’s Club

Novartis Consumer HealthMICHAEL SEWELL, Team Leader - Director of Sales, Walmart Sewell leads the U.S. Walmart Novartis team to deliver sales and profit objectives, developing and implementing short- and long-term strategic plans and de-veloping the strategic relationship with the customer. Prior to joining the company two years ago, he also held positions at Pharma-vite and Dial/Henkel for more than 25 years.

Oberto BrandsJEFF WAKELIN, Field Vice President of Sales, Mass/Club Wakelin is charged with managing Oberto Brands’ Walmart/Sam’s Club busi-ness. He drives innovation internally to win

at both retailers. Starting his career at Smith-Kline Beecham, he has worked for both large and small companies.

PepsiCoMICHAEL DEL POZZO, Vice President/GM, Customer Management (Walmart Customer Team), Frito-Lay Del Pozzo serves as team lead of the Frito-Lay Walmart business, lead-ing a cross-functional team in delivering the largest PepsiCo customer P&L globally. His team consistently partners with Walmart in delivering omnichannel customer solutions that align with the strategic priorities of Pep-siCo and Walmart collectively.

BRAD HOENER, Vice President/ General Manager, Beverages, PepsiCo Sam’s Club Team Hoener manages the cross-functional team across the PepsiCo bever-age business at Sam’s Club. Since joining PepsiCo he has led the National Category Management organization for Quaker, Tropi-cana and Gatorade and the PepsiCo Strategy and Insights team across the Walmart and Sam’s Club businesses. After moving into sales, he led the Quaker Walmart business before taking on his current position.

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CHRISTINA MENENDEZ, Vice President, Shopper Marketing and eCommerce Sales – PepsiCo Walmart Customer Team After 10 years in Frito-Lay’s Snacks Divi-sion, Menendez recently joined PepsiCo’s Walmart customer team, responsible for driving partnership and collaboration between PepsiCo and Walmart to create distinct programming that reinforces and elevates the brand narrative while also cre-ating a unique shopper experience to drive conversion.

WILLIAM LANGFORD, Senior Director, Shopper Marketing Langford has spent 15 years with the beverage company, first at Frito-Lay and then on the beverages business in various field and shopper marketing roles. He is currently responsible for leading the development of shopper marketing programs and initiatives at Walmart.

MARIO PALOMINO, Director of Sales

MARISA PEREZ, Senior Director, Shopper Marketing, Walmart Inc., Frito-Lay Perez is responsible for the Frito-Lay portfolio strat-egy, brand development and activation at Walmart and Sam’s Club. She collaborates cross-functionally to deliver volume, profit and share goals within Walmart Inc. and leads the marketing relationships with retail partners.

Pfizer Consumer HealthcareKATHRYN BECKER, Senior Manager, Shopper Marketing Becker has 12 years of expe-rience in the CPG industry, often working on Walmart accounts. She currently represents all Pfizer Consumer Healthcare brands such as Nex-ium 24HR, Advil, Centrum, ChapStick and Robitussin, and she most recently led the shopper marketing efforts for the over-the-counter switch of Nexium at Walmart.

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SHANNON COX, Business Development Manager Cox leads the business de-velopment for digestive healthcare. He most recently led the over-the-counter switch of Nexium at Walmart, and Nexium 24HR is now a top-selling proton-pump inhibitor at Walmart. He has more than 15 years of experience in the industry, working at Pfizer, Nintendo of America, 3M Co. and TracFone Wireless.

PharmaviteJOHN STARE, Vice President Sales, Global Walmart & Sam’s Club

Pinnacle Foods Corp.CHUCK ARNOLD, Senior Vice President, Walmart/Sam’s Club Team

SCOTT LARSON, Senior Director, Sales – Walmart Team

Prestige BrandsGREGG HOGUE, Senior Director of Sales/Team Lead – Walmart and Sam’s Club

Procter & GambleJACQUES HAGOPIAN, Walmart Global Customer Team Marketing Director

JEFFREY K. SCHOMBURGER, President – Global Walmart Team

RB (formerly Reckitt Benckiser)JOSH SAFFRAN, Vice President, Sales – Walmart U.S.With Colgate-Palmolive for 13 years, Saffran moved to RB in October 2013. He is responsible for driving RB and Walmart market share, net revenue, overall P&L and joint business plans within the consumables division at Walmart.

RICH ZAZZU, Global Vice President – Walmart Zazzu has 20 years of experi-ence in various sales leader-ship and trade marketing roles. He has been with RB for nine years, the last seven of which he has been responsible for leading the global Walmart organization.

Reynolds Consumer ProductsSTAN LUCAS, Vice President, Sales – Walmart

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S.C. Johnson & Son Inc.GREG BLAIR, Senior Director, Sales Account Management, Walmart Team Lead Blair leads the cross-func-tional team responsible for S.C. Johnson’s business development at Walmart U.S. He has more than 20 years of experience with the company in a variety of field sales and customer marketing roles.

JAY LEFFORGE, Director, Shopper Marketing, Walmart & Club

SamsungPAUL WOOD, Vice President, Walmart & Sam’s Club Team Wood leads the Walmart and Sam’s Club teams and is responsible for sales, re-plenishment, category management, mar-keting and retail. Prior to joining Samsung, he spent more than 17 years in the CPG industry with Frito-Lay, H.J. Heinz and Dean Foods.

Spectrum Brands/United IndustriesSUSAN ABRAHAMS, Division Vice President – Walmart Platform Team Leader

StarbucksMIKE COOK, Director, Walmart & Sam’s Club – Customer Business Development

Tyson FoodsPAUL DAVIS, Vice President – Customer Development

JASON NICHOL, Vice President, Walmart Packaged Goods Nichol joined Tyson Foods less than a year ago after spending 20 years repre-senting other CPG companies such as Na-bisco, Cott and Scotts Miracle-Gro. He now leads the cross-functional Walmart team for Tyson’s packaged goods business, which includes the Tyson, Jimmy Dean, Hillshire Farm, Ball Park, State Fair, Sara Lee and Wright brands.

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UbisoftJOHN CAREY, Sales Lead – Walmart

SCOTT HOROWITZ, Senior Shopper Marketing Manager Horowitz worked at Best Buy for more than six years in the corporate office as a buyer and Web planner for video games, but three years ago moved to the supplier side to ap-ply his retail knowledge, insights and pas-sion. He currently leads shopper marketing programs at Walmart and Target in support of Ubisoft’s game launches.

UnileverJIM BREACH, Vice President, Customer Development

AARON CRANDALL, Shopper Marketing Director

Welch’sDOUG BATIE, Vice President, Walmart and Sam’s Club

JOHN BOWDEN, Customer Team Leader, Walmart Bowden has been at Welch’s for nine years, first as cat-egory advisor to Walmart, then as business development manager and, for the past three years, as customer team leader for Welch’s on several business-es, currently bottled and sparkling.

Wm. Wrigley Jr. Co.TOM DIFFENBACH, Vice President, Sales

KELLEY WALCZAK, Shopper Marketing Manager – Walmart & Sam’s Club Walczak has 10 years of CPG experience between her time at Kellogg and Wrigley working in cross-functional roles including category management, channel marketing and shop-per marketing and supporting all classes of trade. Currently she leads Wrigley’s shopper marketing strategy and activation plan de-velopment for Walmart and Sam’s Club.

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