Committees | Events & Webinars | Commerce Marketing | ANA

Commerce Marketing

This event is over.


Welcome and Introductions (11:00am - 11:10am ET)

Roundtable Discussion (11:10am - 11:20am)

Session I. Mondelez/Target Activation: Belvita Sip Spot – Elevating the Morning Coffee Routine (11:20am - 11:55am)
Mondelez International is constantly looking for inventive ways to create fresh opportunities to drive engagement with our brands among shoppers, and to that end, they developed the Belvita Sip Spot activation for Target developed with their partners VML. Through this partnership they’ve been able to reach Target guests in a unique way; one that is rooted in the behavior of consuming coffee and biscuits together. It demonstrates the importance of pushing the boundaries of creativity at retail and showcases that new capabilities can push for greater engagement and drive resonance with customers.

Christina Ryan, Group Director, Client Engagement - VML
Melissa Pitmon, Customer Manager, Shopper Marketing - Mondelez International
Steve McGowan, Head of Shopper Activation & Strategic Partnerships - Mondelez International

Session II. REGGIE Winner, Retail Media Networks: Jimmy Dean/Walmart “Shine Your Way” (11:55am - 12:30pm ET)

Jimmy Dean faced declines to their business post-COVID and needed to reconnect and reengage with households to encourage their COVID-era breakfast behaviors. They were able to drive conversion through hyper-targeting and personalization leveraging retail media behind “Shine Your Way”, staying top of mind for Walmart shoppers, not only restoring their original success, but exceeding it. 

What you will learn: 
1. How Jimmy Dean Reconnected with Consumers: By understanding the changed behaviors and needs of consumers post-COVID, Jimmy Dean aimed to align their offerings with these new preferences.
2. Why Hyper-Targeting and Personalization: Using data-driven insights to target specific consumer segments with personalized messages and offers that resonated more effectively with their target audience.
3. The Importance of Partnering with Walmart: Leveraging their partnership with Walmart, Jimmy Dean aimed to stay top-of-mind for shoppers in Walmart stores, thereby driving conversion and sales.
4. How they Exceeded Previous Success: The campaign not only aimed to restore their pre-COVID levels of success but also managed to surpass them, indicating the effectiveness of their strategies and execution.

Katelyn Samavati, Senior Commerce Marketing Manager - Tyson Foods
Leah Kursave, VP Customer Leadership - Shopper Marketing - Advantage Unified Commerce (AUC)

Closing Remarks (12:50pm - 1:00pm)

**Schedule subject to change


Christina Ryan, Group Director, Client Engagement - VML
Christina has been in the advertising industry for the last 10+ years, most recently as the VML Mondelez Team Lead since 2022. With an extensive background in shopper and brand marketing, Christina has worked on numerous product categories, from durable to non-durable goods and almost every class of trade. She is passionate about creative commerce and the curation of insightful brand experiences. Based in Chicago, she spends her free time reading mystery/thrillers, on her Peloton, trying new restaurants and traveling.

Melissa Pitmon, Customer Manager, Shopper MarketingMondelēz International
Melissa manages Target Shopper Marketing for Mondelēz, working on brands like BelVita, OREO and Sour Patch Kids. She is responsible for developing insight-driven specific marketing strategies and platforms that drive volume and provide and point of difference with Mondelēz. Melissa has over 20+ years of CPG shopper marketing experience, previously with a focus on Target, and is based in Minneapolis.  

Steve McGowan, Head of Shopper Activation & Strategic Partnerships -  Mondelēz International
Steve McGowan leads shopper activation at Mondelēz International.

Mr. McGowan has more than 25 years of brand management, category development, sales strategy, shopper insights, category management, shopper marketing, POS, and commerce marketing experience with HJ Heinz, Cadbury, Kraft Foods, and Mondelēz International. He has a B.S. from Carnegie Mellon University and an M.B.A. from Wake Forest University.

Katelyn Samavati, Senior Commerce Marketing Manager -Tyson Foods
I learned early on in my career that what motivates me is a challenging environment and promoting work I truly believe in. My passion for creative development, strong commitment to drive engagement and interest in cross functional collaboration influence my professional goals. 

My specialties include strong leadership capabilities, decision making abilities, communication and relevance to different channels. I am a passionate people person and have previous experience managing people while executing strategy.

I joined Tyson with 10 years of CPG experience gained through my time leading retail execution at Acosta and multiple roles at Colgate Palmolive. My foundation for this industry is strong and has positioned me in a unique way. As the Sr. Commerce Marketing Manager at Tyson, I support the sales organization by planning and executing Walmart and Sam's Club specific programs (digital and in-store) to drive conversion and sales at the largest retailer

Leah Kursave, VP Customer Leadership, Shopper Marketing - Advantage Unified Commerce (AUC)
Leah has participated on the Tyson account since 2016. Her expertise in customer excellence has continued to flourish throughout various retailer ownership. She’s shown achievements through Tyson industry award wins, JGP growth, incremental merchandising gains and sustained success across various strategies. Throughout her career she’s supported above- and below-the-line efforts, specializing in CPG across a variety of clients: Navistar, P&G, Del Monte, Mead Johnson, Reckitt and Weber Stephens. Located in St. Louis, she enjoys time with her family and being an at-home sommelier