Commerce Marketing

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INTRODUCTIONS (11:00AM – 11:15AM)
John Paquin,
Director of the Commerce Marketing Committee – ANA

ROUNDTABLE DISCUSSION (11:15AM-11:35AM)

I. Diageo Helps Shoppers Navigate How Spirits Fit Into Emerging Mindful Lifestyles (11:35AM – 12:15PM)
Now more than ever, consumers are living a more ‘Mindful’ lifestyle – seeking beverages that are low calorie, low carb, clean or made with natural ingredients. But the problem is – spirits are not the top (or second) choice for these ‘Mindful Moments.’ Our challenge was to develop a unique and ownable portfolio solution that showcases how Diageo Spirits fit within the Mindful Movement.

Speakers:
Elizabeth Jones – Diageo
Kelsey Eliason,
Associate Creative Director – Arc Worldwide

II. Driving PC Shopper Simplification Through In-Store Digital Transformation (12:15PM – 12:55PM)
Finding a new PC to buy can be a daunting and complex shopper journey for shoppers. Our challenge was: how can we deliver experiences for in-store shoppers that helps to simplify their shopper journey enabled by digital innovation.

Speaker: Ian Freitas, 
Global Retail & Channel Marketing Director – Intel

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Speaker Bios



Elizabeth Jones, Shopper Marketing Scale & Trade Manager –  Diageo 
Beth works at Diageo on the Shopper Marketing team guiding strategic & creative deployment of 360° occasion based portfolio programming across National Account customers. Beth has 10 years’ experience working in bev/alc planning and activation. She is driven by a strong curiosity for digging into consumer lifestyles, attitudes & consumption behaviors.

Kelsey Eliason, Associate Creative Director – Arc Worldwide
Kelsey is an Associate Creative Director with over 11 years of experience in the ad industry, working on brands like Frida Baby, Tanqueray and Harley-Davidson. She’s a proud board member of Conscious Mind, Publicis Groupe’s employee org that promotes and advocates for mental well-being in the workplace.

Ian Freitas, Global Retail & Channel Marketing Director – Intel
Ian leads the Global Consumer Retail Marketing Team at Intel. Naturally from Brazil and living in the U.S. since 2016, his career has been focused on Product & Marketing on tech industry for more than 20 years on hardware, internet and gaming companies.

Passionate about digital transformation, innovation and real-time measurement to better understand shoppers’ behavior and marketing business impact.