Commerce Marketing Committee

Description & Purpose

Regardless of what industry you are in, or what titles your organization uses, this committee is for you if you help align the buying journey with your direct and indirect sales channels.

We recognize that a true win-win-win for manufacturer, sales channel, and consumer / shopper requires insights, collaborative planning and solutions between the product/service and the sales channel (i.e. retail, e-commerce, m-commerce, direct-to-consumer, etc.) regardless of whether your business is shoes, banking, gasoline, mattresses, fitness-as-a-service or staplers.

With the growth of technology, the decrease in attention spans, the 24/7 always-on shopper, and new e-commerce solutions, you are being challenged to create leading integrated commerce experiences while driving growth. Regardless of how you convert sales and delight your customers, we encourage you to join our committee.

The Commerce Marketing Committee is for client-side marketer and marketing solutions provider members who help to lead channel, commercial, shopper, e-commerce, m-commerce or retail marketing focused initiatives. The committee will provide a forum for members to continue to learn and explore and share best practices, and discuss emerging trends in the customer experience, the blending of consumer and shopper insights, and driving ROI via traditional retail, e-commerce, direct-to-consumer and other methods. Plus we’ll have fun.

Committee Locations:
In 2021, the committee will convene virtually throughout the year. All meetings are free for ANA client-side and Marketing Service Provider Gold / Platinum members to attend.

Opportunities For Involvement:
If you would like to submit a brand case study for Committee presentation consideration, please contact Paul P. Robinson.

Discussion Topics:

• Impacting the customer journey
• Maximizing revenue opportunities throughout bricks & mortar, e-commerce, direct-to-consumer, mobile commerce and more
• Experiential retail
• Emerging technologies (e.g., mobile, social, NFT)
• Channel/Retailer/Manufacturer relationships
• Alignment with channel/retailer marketing plans
• Strategic alliance of commerce marketing within your organization

Committee Chairs:

Risa Crandall, VP, CPG at Aki Technologies
Steve McGowan, RVP of Shopper Marketing & Strategic Partnerships, Mondelez International 
Stacey Nachtaler, Marketing Director, PepsiCo

ANA staff managing the Commerce Marketing Committee is Paul Robinson.

Join a Committee

Participation in Brand Activation related Committees is a benefit of ANA Client Side Marketer (CSM) and Marketing Service Provider (MSP) membership. There are no costs to join or attend meetings. To join the NYC or Southwest Committee, please contact Paul P. Robinson.

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Stay informed with ANA Brand Activation SmartBrief. Check out summaries of what matters to you, written by expert editors in the key content pillars of brand activation: influencer, commerce, relationship, content, promotion, and experiential marketing.

Enter the 2022 ANA REGGIE Awards: The REGGIE Awards have been the premier industry awards program recognizing the best brand activation marketing campaigns activated by brands and agencies for 39 years. The name – REGGIE – was originally chosen because it symbolizes results by "making the cash register ring" with consumers. Categories for the ANA REGGIE Awards range from national and local campaigns with different budget levels to specific discipline options. These categories include: Experiential, Promotion, Relationship, Content, Shopper/Retail, Influencer Marketing focused campaigns and many others. The 2022 ANA REGGIE Awards program is accepting entries now until January 28, 2022. Visit www.reggieawards.org to enter today.