Committees | Events & Webinars | Commerce Marketing | ANA

Commerce Marketing

This event is over.

Introductions (11:00 – 11:15 a.m. ET)

Roundtable Discussion (11:15 – 11:35 a.m. ET)

I.Unlocking AI's Potential: A New Era for Shopper Marketing(11:35 – 12:15 a.m. ET)
AI is not just a buzzword; it's a game-changer for shopper marketing. Join us as Jason Velliquette, EVP of Digital at R3, will help demystify AI's role in the industry, showcasing real-world examples and revealing how top advertising companies are investing in AI solutions. Don't miss this opportunity to learn how to leverage the latest AI innovations to boost your shopper marketing efforts
Speaker: Jason Velliquette, EVP Digital, R3

II. Purpose’s Place in Commerce (12:15 – 12:55 p.m.ET)
Arc Worldwide and Unilever will share two of their REGGIE winning case studies, Scents of Confidence and Untold Beauty. They’ll provide insight into how a shared sense of purpose and obsession with being shopper-centric laid the foundation for the creation of these award-winning campaigns.
Ashleigh Schultz, VP Account Director, Arc Worldwide
Jax McCabe, Creative Director ,Arc Worldwide
Jeff Gabuzda, Strategy Director, Arc Worldwide
Beena Smereczniak, Account Director, Arc Worldwide
Kelvin Hill, Associate Creative Director, Arc Worldwide
Jess Bydlak, Director, Strategy, Arc Worldwide
Mary Drapp 
Shopper Marketing Team Lead, Health & Beauty, Unilever

Wrap-up (12:55 – 1:00 p.m. ET)


Jason Velliquette, EVP Digital, R3
Jason brings 13+ years of marketing experience to R3 with a focus on designing transformative digital consumer ecosystems. Formerly of Publicis Groupe as their SVP, Global Digital Strategy Director, Jason oversaw Proctor & Gamble’s digital marketing ecosystem – increasing sales both online and off through improved creative quality and best practices, emerging channel strategies & playbooks, rearchitected digital product experiences, and new performance marketing models. Today, Jason leads R3's team of digital consultants helping Fortune 500 marketers elevate their digital ecosystems through performance audits and competitor benchmarking, innovative thought leadership, and other systems & process consulting services.


Ashleigh Schultz, VP Account DirectorArc Worldwide
Ashleigh Schultz has over 14 years of marketing experiences that has been characterized by continuous growth and quality work. Since joining Arc Worldwide in 2014, she has taken on pivotal roles in multiple Consumer Packaged Goods (CPG) accounts, including global giants like Unilever, ConAgra, Clorox, Georgia Pacific, Mars Inc and more. Her business leadership skills, industry knowledge and marketing curiosity has helped her lead many CPG clients to find success across the retail landscape.

Beena Smereczniak, Account Director, Arc Worldwide
Beena Smereczniak is passionate about working with brands that are not only household icons but also hold a strong connection to the communities and individuals that they serve. She brings over 10 years of shopper marketing expertise, delivering meaningful commerce experiences for top CPG companies: Danone North America, Hershey’s and Nestle Infant Nutrition.

Jax McCabe, Creative Director,Arc Worldwide
Jax McCabe, is a pro at galvanizing creative minds to work together toward a common vision, and she has the track record to prove it. A 2023 P2PI 40 Under 40 Winner,Jax has led award-winning creative commerce programs on Arc’s key-account, Unilever, since 2021. She brings 15+ years of experience serving clients including Mondelēz, United Airlines, U.S. Cellular, Office Depot, and PetSmart.

Jeff Gabuzda, Strategy Director, Arc Worldwide
Jeff Gabuzda is an award-winning Strategist specializing in brand strategy and shopper activation. He has worked across a diverse range of major industry categories and lead strategic development for high profile industry titans including CocaCola, Volkswagen, and Newell Brands. In his current role, he leads all Food and Refreshment shopper strategy for Unilever and operates as the lead consultant for shopper audience construction and prospecting.

Jess Bydlak, Director, Strategy, Arc Worldwide
Jess Bydlak believes that inspiration, insight and opportunity can be found anywhere and has consistently used that optimistic curiosity to fuel data-driven strategies that excel at moving the sales needle. With nearly 20 years of experience in shopper marketing, consumer promotion, social, packaging and traditional advertising, she brings a breadth of cross-discipline expertise to the work. A REGGIE and Effie award winner, Jess has enjoyed working across many categories on several iconic brands that include Pepsi, Bayer, Nestle Waters, Unilever, Purina, Philips, Heineken USA, Anheuser-Bush and Pernod Ricard USA.

Kelvin Hill, Associate Creative Director, Arc Worldwide
Kelvin Hill spent the first decade of his career wordsmithing and ideating for various client partners including Kellogg’s, U.S. Cellular, CVS and Walgreens. During his years at Arc he has helped his team shape award-winning work for Unilever. Outside of work he’s known for having too many hobbies, including running marathons, playing saxophone and hang gliding.

Mary Drapp Shopper Marketing Team Lead, Health & Beauty, Unilever
Mary Drapp is a seasoned marketing leader with a distinguished career spanning various roles in top-tier organizations. Currently serving as the Shopper Marketing Team Lead for Health & Beauty at Unilever, she is responsible for creating and executing Omni-channel Shopper Marketing Plans for key retailers such as Walgreens, CVS, Rite Aid, and Ulta Beauty. Mary's innovative approach has not only elevated brand equity and sales but has also received industry recognition, including multiple Effies, REGGIE Awards, and Retailer awards. With over two decades of experience in the Beauty and Personal Care industry, Mary is known for her ability to drive profitable sales growth through breakthrough marketing campaigns that impact the entire purchase funnel.