Who’s Who in Shopper Marketing ... 10th-Year Flashback

Geoff Jackson

Then: Director, shopper and event marketing, Campbell Soup Co.

Now: President, Advantage Retail Media

Your current job …

Jackson: The breadth of expertise and executional capability that Advantage Solutions brings to the table for retailer and CPG partners is unmatched in the marketplace. My role is to act as a network partner with retailers, helping them monetize their physical assets, and with brands delivering omnichannel media and promotion bundles, as well as standalone products, that drive consumer/shopper engagement, category conversion and incremental sales lifts.

Your career …

Jackson: In 2008 I was thrown into the deep end of the shopper marketing pool, managing the capability for the Campbell Soup Co. Before that I lived in the ivory tower of brand management – the sales guys (“shopper marketers” included) were in charge of rates and dates, and retailers were a necessary evil. Wow, did I have a thing or two to learn! Those early days in shopper marketing taught me to never be comfortable or content with the status quo because, in our dynamic business, the status quo no longer exists. The lines between brand marketing, consumer promotion and shopper marketing continue to blur, and the balance of power between retailers, brands and shoppers is in constant flux.

Shopper marketing …

Jackson: Remember 2009 … before shoppers, enabled by digital technologies, banded together with others in their networks and even with strangers for retail and product reviews to drive decision making … before online shopping and product pickup were the major drivers of growth … before we had to “entertain” the shopper at every turn …. and when big brands always ruled the day? Those days are gone. Today, every shopper is walking around with the path to purchase in his or her pocket and new digital capabilities come to market on a daily basis. We are at the intersection of experience, content, technology and human interaction, and the winners in this new ecosystem will be the ones that bring the digital and the physical worlds together in seamless, hyper-targeted ways.

Darren Marshall

Then: VP, global customer and shopper marketing,
Coca-Cola Co.

Now: CEO, Smith Teamaker

Your current job …

Marshall: Smith Teamaker crafts artisanal teas that showcase an artful talent for creating unexpected combinations of flavors and aromas. It was founded by the late, legendary teamaker Steven Smith – a pioneer of the American maker movement and the founder of several of the world’s most successful tea brands, including Stash and Tazo. Today, our company connects people with the transformative power of creativity by crafting exceptional tea experiences. It is generating some of the highest growth in the industry.  I have the privilege of leading our company through our next phases of growth and have overall accountability for the business worldwide.

Your career …

Marshall: I’ve been very fortunate to have worked in marketing, commercial and general management roles over my career, in both the consumer goods and luxury sectors, in several countries around the world. Working in the shopper space was pivotal in broadening my personal perspective from the “consumer + brand” relationship to also include the “shopper + retailer” relationship. In today’s omnichannel world, success will only come when we build businesses holistically, with an aim to capture both brand love and brand value.

Shopper marketing …

Marshall: So many things have changed over the past decade, with digital disrupting almost every element of the retail world. “Stack it high and watch it fly” is ancient history now, and data is not only enabling us to hyper-segment our shoppers by every need state, motivation or occasion, but also allowing us to create and coordinate consistent experiences across every step of the omnichannel path to purchase. The technology may have changed, but the disciplines that many of us pioneered in the early days continue to be the foundation of modern retail marketing.

John Glace

Then: Senior director, global shopper marketing,
Johnson & Johnson

Now: VP, integrated marketing communications & strategy, IMC Marketing Communications

Your current job …

Glace: At IMC Marketing Communications, we conceive and implement strategic, creative and innovative solutions and experiences for consumers, customers, and employees. Our work occupies a category all its own, blending marketing, design and development. My role is to lead clients in transforming their business processes, developing new capabilities and ultimately driving change and growth across the entire organization.

Your career …

Glace: Pioneering shopper marketing at J&J was a wonderful, formative experience. It was also a daily exercise in expansive and inclusive thinking. I was forced to take risks and develop a more curious, creative and resilient sensibility. Blazing a trail is hard work! At IMC Marketing Communications, I’m constantly leveraging my early experiences to develop solutions and serve our clients. When you learn lessons the hard way, they tend to stick.

Shopper marketing …

Glace: In the early days, our practice was met with a predictable level of skepticism. I can’t tell you how many times I had to ensure management that this wasn’t just “more trade spending.” We’ve certainly come a long way. The last decade has seen countless refinements to shopper marketing’s insights, strategies and outcomes. Driving fully integrated retail and digital campaigns, I’m consistently amazed by the impact just 10 years have made. It’s been quite a journey, but it’s far from over.

Phillip Raub

Then: Director of retail marketing, Nintendo of America

Now: Founder & president, b8ta

Your current job …

Raub: Founded in 2015, b8ta is a software-powered retailer designed to improve the customer and maker experience. B8ta operates 10 flagship stores and 70 shop-in-shops (inside Lowe’s) throughout the U.S. Its mission is to help customers discover, try, buy and learn about new products while empowering makers with a simple retail-as-a-service model that puts them in control.

In many ways, b8ta’s business model is rooted in shopper marketing. Ultimately, b8ta serves as both an awareness and sales vehicle for makers. Knowing that customers are shopping differently, it is important for brands/makers to understand what is happening with their products at the point-of-sale. Through computer vision and machine learning, we know what is happening in real-time in our stores. As a result of our pioneering business model, we can empower brands/makers with qualitative and quantitative insights and data. 

More on b8ta …

Raub: Earlier this year, b8ta launched a new service called “built by b8ta,” where it helps makers build and operate stores. As part of this service, b8ta opened the first global store for Netgear in San Jose, California. In addition to operating stores, b8ta announced that it is collaborating with Macy’s to expand the retail-as-service concept inside the Market @ Macy’s concept.

Shopper marketing …

Raub: In 2009, mobile technology and shopping wasn’t widely adopted by retailers and consumers.  Shopper marketing was still very much about securing endcaps and measuring category data. Today, consumers are shopping differently. Product information, including price, details and reviews are a click away. As a result, brands need to invest in experiences, education and customer retention, versus simply price and in-store location, as they did in the past.

Daymara Baker

Then: Marketing manager, team leader, Fresh Express, Chiquita

Now: Founder and president, Rockin’ Baker Academy

Your current job …

Baker: Rockin’ Baker Academy is a social-driven bakery providing on-the-job training to a neuro diverse workforce or those looking for a second chance with the ultimate goal of helping them become self-sufficient. My experience leading a multi-disciplinary team has been instrumental in running my small enterprise – from production being the master baker to value chain managing replenishment to handling customer service, and as important, to creating the environment for my diverse team to succeed.

Your career …

Baker: As a small business entrepreneur with direct contact with my customers, either in a B2B or B2C manner, listening to the unspoken words is as important as differentiating the shopper from the consumer. There is still a lot of observation, trial and error when launching new items and running the day-to-day operations. Consumers’ words don’t always transition to their behaviors, and that’s why we have to “listen” to what they’re not telling you.

Shopper marketing …

Baker: Back in 2009 we were already developing integrated shopper marketing strategies. However, in 10 years, consumers’ shopping habits have shifted dramatically, especially in the younger generations. Today it is imperative to expose consumers to a seamless, consistent and unique brand experience across multiple touchpoints that allows them to buy wherever they are.