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Shopper Marketing Committee

According to a recent ANA Insight Brief, women typically spend up to 30 minutes preparing for an average shopping trip, and 96% of all shoppers bring a shopping list when they enter a store. Surprisingly, 60% of brand selection occurs at the store shelf. Over the past 30 years, these patterns and the science of shopper marketing have not evolved very much. Today however, the rise of digital and mobile technologies has changed the game. Hyperconnectivity means buying can now happen anytime, for anything, and from anywhere.

The Shopper Marketing Committee is for members who lead shopper marketing and/or initiatives at their organizations.  We will drive industry thought leadership, share best practices and expertise, and facilitate discussion and topics to inform better decision making.   The committee will provide a forum for members to elevate themselves and their respective organizations via interaction with their peers as well as an outside perspective from invited guests. 

This committee helps program our first-ever ANA/BAA Shopper Marketing Conference, planned for June 10-12, 2015 at The Westin Diplomat Resort & Spa.


Discussion Topics :

  • Defining shopper marketing
  • Consumer insights
  • In-store media
  • Integration of in-store and out-of-store activity
  • Newer media, e.g. mobile, social, NFT
  • Retailer/Manufacturer relationships
  • The store as a marketing canvas
  • Transforming internal marketing and sales capabilities
  • Alignment with retailer marketing plans
  • Advancing the role of shopper marketing within your organization
Name Title Company
Patrick Adams SVP, Marketing/VS Direct Victoria's Secret Direct
Chris Anderson Director, Field Marketing PepsiCo, Inc.
Craig Aukramp Category Management Lead Oil-Dri Corporation of America
Lisa Bader Manager, Retail & Channel Integrated Marketing Group Intel Corporation
Debra Balcerzak-Wilson Senior Brand Manager Lebanon Seaboard Corporation
Mary Battiste Sr. Marketing Communications Specialist Robert Bosch LLC
James Beck VP - Shopper Marketing Coca-Cola Company
Wendyjean Bennett Director of Customer Marketing Tyson Foods, Inc.
Laura Berger Shopper Marketing Manager Reckitt Benckiser
James Binning Dir. Rolled Pdts.Cust. Dev. NA Shopper Mktg. Kimberly-Clark Corporation
John Blain Group Manager. Advertising Solutions Cars.Com
Stephanie Borges Director, Corporate Alliances Six Flags, Inc.
Melanie Boulden Vice President, Marketing Henkel Consumer Goods, Inc.
Tammy Brumfield Vice President, Shopper Marketing ConAgra Foods Inc.
Maria Burke Marketing Specialist Blue Rhino Corporation
Brooke Caruso IMCI Specialist Novartis Consumer Health, Inc.
Dan Clifford SVP Marketing Express
Jeff Cloud Director, Customer Relationship and Mobile Marketing General Growth Properties, Inc.
Chris Constable Director, Marketing Procurement Campbell Soup Company
Tom Corpus Marketing Progressive
Eduardo Correia Director, Multicultural Marketing Kodak Alaris
Melissa Cummings Retail Innovation Domino's Pizza, Inc.
Claudio Danzo Senior Manager Shopper Marketing Merck Consumer Care
Bria Day Marketing Manager HumanaVitality
Patricia De Saracho Marketing Coordinator, Interactive and Social Media SeaWorld Parks and Entertainment
Megan DeCicco Marketing Manager Chumash Casino Resort
Carla Dobre-Chastain Innovation and Consumer Insights Manager Irish Dairy Board, Inc.
Barbara Drahl Corporate Marketing Director, Consumer Activation SeaWorld Parks and Entertainment
Marjorie Dufek Director, Digital Marketing Brown-Forman Corporation
Brendan Duffy Marketing Director Caravan Tours
Karen Durand Sr. Manager, Shopper Marketing Center of Excellence Kimberly-Clark Corporation
Darren Eyster Manager of Digital Marketing, Social Media General Growth Properties, Inc.
Broocks Foster Marketing Manager Blue Rhino Corporation
Tracy Frisbie Dir of Trade Marketing Constellation Wines U.S.
Jim Fuqua Director, Customer Marketing SuperValu, Inc.
Mary Goggans Dir. Baby&Child Care Dev. -NA Shopper Mktg. Kimberly-Clark Corporation
Steve Gregory Senior Sourcing Manager The Clorox Company
Laura Hackett Sr Dir Learning and Development MillerCoors LLC
Lori Haupt Director of Trade Marketing-Pet Nutrition Central Garden & Pet Company
Megan Hennigan Senior Manager - Shopper Marketing H. J. Heinz Company
Nancy Henry Manager, Consumer Activation SeaWorld Parks and Entertainment
Oscar Herrada Sr. Team Leader, Shopper Marketing Abbott Nutrition
Larry Hitchcock Principal Deloitte Consulting
Mike Hornigold Director, Shopper Solutions Coca-Cola Company
Dina Howell GM, Marketing, Global Operations The Procter & Gamble Company
Ellen Jameson Senior Manager Pfizer Inc
Bryan Jones Director of Regional Grocery, Shopper Marketing Pepsico Beverages Company
Cara Kahaly Director, Shopper Marketing Novartis Consumer Health, Inc.
Heather Kaster Sr. Manager Marketing Services Kraft Foods Group, Inc.
John Kennington Vice President, Sales and Customer Marketing Ferrero USA, Inc.
Tina Kirkpatrick Senior Director, Strategy & Insights White Wave Foods Company
Alicia Klein Manager, Market Research Sprint Communications
Pamela Krebs Director, Advertising & Sales Promotion Robert Bosch LLC
Peter LaFond Director, Marketing - Online Media & Smart Network Walmart Stores, Inc.
Tanya LaFuente Marketing Director Lord & Taylor
Janice Lee Senior Marketing Manager F'Real
Jay Lefforge Sr. Shopper Marketing Manager S.C. Johnson & Son, Inc.
Allison Lewin Vice President Marketing F'Real
John Lippolis Senior Director, Cust Mktg & Insights Kraft Foods Group, Inc.
Christine Lott Marketing Manager - International Retail Blue Diamond Growers
Kelly Majeske Buyer- Marketing Services Procurement Kraft Foods Group, Inc.
Allison Mentesana Marketing Manager Susan G. Komen For The Cure
Lauren Moffet Director of Customer Marketing Vita Coco
Ayesha Narula Brand Manager, Cetaphil Galderma Laboratories, L.P.
Adebayo Onigbanjo 4G Product Marketing Motorola Solutions, Inc.
Kelley Peters Insights Post Holdings, Inc.
James Pickett Global Retail Strategy ExxonMobil Chemical Company
Jeff Portugal VP, Corporate Alliances & Partnership Marketing Six Flags Entertainment
Marie Proto Sr. Manager, Shopper Marketing The Western Union Company
Joe Radabaugh Director, Shopper Marketing Nestlé USA
Jill Rankin Sourcing Manager Boehringer Ingelheim Pharmaceuticals, Inc.
Frederic Rhadbane Manager Retail Sales Programs & Coop Bombardier Recreational Products
Rachel Roberts Global Director, Innovation & New Ventures Beam Suntory Inc.
David Rodriguez Global Consumer Insights General Mills, Inc.
Julia Sanchez Marketing Manager Walmart Stores, Inc.
Donna Sanker VP Marketing BP
Leslie Scheetz Category Manager Kraft Foods Group, Inc.
Martin Schlatter Senior Vice President & Global Chief Marketing Officer Wm. Wrigley Jr. Company
Michele Schuh Director, Media, Old Navy Marketing Old Navy
Mark Scott VP, Shopper Marketing N.A. Customer Dev. Kimberly-Clark Corporation
Marc Shaw Director, Integrated Marketing Unilever United States, Inc.
John Stichweh Director - Customer, CRM & Ecommerce ConAgra Foods Inc.
Janice Tennant Integrated Marketing Planning - Enterprise Kimberly-Clark Corporation
Adam Tignor Manager of Store Marketing CarMax Auto Superstores, Inc.
Patty Torres Manager, Market Research - Global Indirect Procurement Colgate-Palmolive Company
Julie Tourville Marketing Director - Sea-Doo Watercraft Bombardier Recreational Products
Melissa Varcak Innovation Manager Safeway Inc.
Carol Vella Senior Marketing Manager Walmart Stores, Inc.
Alvis Washington Sr. Director Physical & Digital Marketing Walmart Stores, Inc.
Jaclyn Watling Strategic Sourcing Analyst Old Navy
Rosa Ziebell Vice President, Marketing Meyer US

Next Meeting(s)

Shopper Marketing
Tuesday, March 31, 2015
Chicago , IL

Shopper Marketing
Tuesday, May 12, 2015
Chicago , IL

Shopper Marketing
Wednesday, September 23, 2015
Bentonville , AR

Shopper Marketing
Tuesday, November 17, 2015
Chicago , IL

Prior Meeting(s)

Shopper Marketing
Tuesday, November 18, 2014
Chicago , IL

Shopper Marketing
Tuesday, August 5, 2014
Bentonville , AR

Shopper Marketing
Tuesday, May 13, 2014
Bentonville , AR

ANA Committee Member Testimonials

"ANA committees are an invaluable way to learn more about key industry issues, trends and best practices from other advertisers and industry experts. I always learn something I can apply to my job and share with others on my team."
Eve Reiter, VP, Global Agency Relations, American Express and Chair of ANA Agency Relations Committee

Read more >

Upcoming Meetings

Advertising Financial Management

New York, NY

Agency Relations

New York, NY

Agency Relations, West Coast Chapter

Los Angeles, CA

Brand Management

New York, NY

Midwest Digital & Social

Oak Brook, IL

Media Leadership, West Coast Chapter

San Francisco, CA

Legal Affairs

Washington, DC

Shopper Marketing

Chicago, IL

Sponsorship & Event Marketing

New York, NY

Digital & Social

Atlanta, GA

Full Committee Schedule