Q&A: Caleb Sheppard of AirBaton
Caleb Sheppard
Managing Partner
AirBaton
Responsibilities: I lead our marketing tech organization, with a primary focus on strategy, innovation and growth. AirBaton helps brands engage shoppers through loyalty programs, rebates and sweepstakes — all without the friction of app downloads or account logins. I've spent more than 25 years building marketing solutions for our clients and have led the execution of thousands of consumer promotions. That experience directly inspired the creation of our current platform. I enjoy working closely with clients and our team to ensure campaigns launch flawlessly and deliver measurable results.
How you help clients win during uncertain times: We're helping brands take their power back — creating direct, app-free connections with shoppers that build loyalty and drive action. By removing complexity, skipping middlemen and offering instant value, we allow our clients to stretch their budgets while still making a meaningful impact at the shelf and beyond.
New marketing tactic that you use: Connected packaging — specifically through intelligent QR codes — has become a core strategy. We're turning everyday products into digital touchpoints for first-party data collection, shopper engagement, product information and campaign flexibility. It's already delivering results and will only become more critical as we help brands prepare for the GS1 2027 transition.
Best career advice you've received: "Don't build a product — solve a problem." That shifted my entire approach to innovation. Technology is only valuable when it makes life easier, faster or more rewarding for someone else.
Memorable aha moment in your career: I realized the best way to grow a business isn't by adding more — it's by removing friction. That single insight led to the foundation of AirBaton: Fast, clean and easy promotions that don't require apps, logins or long waits.
What you're reading and watching right now: I've been starting each morning with "The Daily Stoic" — a quick, powerful way to focus my mindset and lead with intention. On the lighter side, I've been watching "The Bear." It has incredible storytelling and pacing.
Recent travels: I went to Iceland with my family this summer. There was lots of nature, glacier hikes, waterfalls, hot springs and wide open spaces. It was the perfect reset. Being off the grid, spending real time with family and stepping away from work for a few days … that kind of experience is priceless.
What's next: I'm excited to connect with the P2PI community — it's an incredible platform for driving real dialogue around what's next in shopper marketing. I'm looking forward to meeting many of you in person soon (including at P2PI LIVE).
