P2PI LIVE Session Alert: Explore Cross-Functional Alignment in BevAlc Marketing

Deutsch Family Wine & Spirits will share practical insights for developing processes that unite teams, eliminate inefficiencies and deliver cohesive shopper experiences — no matter the category complexity.

Jacqueline Barba

9/11/2025

At P2PI LIVE & Expo — returning Nov. 11–13 to the Renaissance Schaumburg Convention Center in Schaumburg, Illinois — one session will focus on breaking down silos between creative and execution teams to improve campaign outcomes in the beverage/alcohol category.

On Thursday, Nov. 13, Angela McConnell, senior account manager, logistics, marketing services at Deutsch Family Wine & Spirits, will lead a session titled “Whose Lane is it Anyway? Breaking Down Barriers Between Creative and Execution.”

Inside the Session

Brand campaign planning and in-store execution often operate in separate silos, leading to mismatched messaging, extended timelines and higher costs — a challenge that can be even more significant in highly regulated categories like BevAlc. McConnell will share real-world lessons on how early alignment between brand, creative, sourcing and retail execution teams can transform program outcomes.

Attendees will learn how to:

Structure cross-functional collaboration from day one to ensure creative ideas translate to the store level.
Incorporate sourcing and logistics considerations into campaign planning without stifling creativity.
Maintain consistency across national campaigns, in-store displays and digital touchpoints.

Speaker Spotlight

Angela McConnell brings more than 25 years of experience in below-the-line promotional marketing and program execution. At Deutsch Family Wine & Spirits, she partners with brand and sales teams to lead sourcing and execution for market programming across the company’s portfolio.

Her career includes roles at Heineken Marketing Services, Integrated Merchandising Solutions (IMS), TracyLocke and Colangelo, where she launched a Project Management Department and developed training models for client POS assets. She has collaborated with customer marketing, procurement, and merchandising teams on campaigns for companies including Diageo, PepsiCo, Proximo, Moet Hennessy, Church & Dwight, and Unilever.

Stay tuned for more agenda updates as P2PI LIVE & Expo 2025 continues to take shape. Learn more and register now.

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