People to Watch Class of 2010

Culled from industry nominations, Shopper Marketing has selected six shopper marketers to represent the 2010 Class of People to Watch. Some are making a name in in-store technology while others are reinventing their categories, but all are doing work that’s worthy of attention.Spencer KniselyCompany: Best BuyTitle: Senior Director, Channel DesignAge: 39Education: University of Wisconsin-MadisonWhy he's one to watch: Worked his way up from the Best Buy sales floor to the corporate office; now he implements groundbreaking marketing tools like augmented reality and QR codes.Spencer Knisely's story is both an old and a new one. Like many retail executives, his career at Best Buy started 16 years ago working at a local Best Buy store. Noticing he had technical acumen, his store manager began to rely on him to make sure the technology-driven displays on the floor were working. Before long, district and even regional managers were calling on him to teach their stores how to merchandise complex technology.Knisely soon realized he could do even more for the chain from a design perspective and made his way up to corporate in 2004. He's held a number of positions there since, including overseeing graphics and Best Buy's in-store TV program, and now works on new technologies like augmented reality and QR codes, as well as the ubiquitous weekly circular, as the senior director of channel design."Best Buy for 16 years has kept the challenge alive and kept me doing new and interesting things," Knisely says. "I just want to continue to be doing exciting work, and Best Buy has provided such a great platform for that because we are saying, 'Somebody has to lead in these spaces, and it might as well be us.'"In 2009, Best Buy was the first retailer to use augmented reality on a massive scale when it included an AR experience in all 46 million copies of its circular. At the time, the technology was still new and required extra real estate in the circular, not to mention the use of web cams and perfect lighting conditions for consumers to interact with it. Since then, Best Buy has done another AR circular and created an AR experience at summer festivals."The next leg of the journey that we're looking at is if our app can include, or we can include, augmented reality experiences at the same time we're doing QR code experiences." Knisely says.On the QR code front, Best Buy recently added codes to every fact tag in its stores. The codes are unique to each SKU, and shoppers who scan them with their smartphones are taken to the website to get more information. Going forward, "If you wanted to scan a QR code on a fact tag and have it take you to a video about that product, we could do that without having to reprint that QR code, because we can change its destination in the background," Knisely says.Although anyone with a QR code scanner can access the content, the experience is designed to work with Best Buy's smartphone application. For example, shoppers can scan the codes for three different TVs and compare them within the app. "You can walk in the store, turn on the app, launch the scanner within the app, scan a 2-D code, and the results are displayed without leaving the app to another application on your phone," he says.While it's nearly impossible to predict where technology will take Knisely and his team next, he says to pay attention around the Consumer Electronics Show in January, which is "our time of year to shine and demonstrate our leadership."Bob PepperTitle: Group Marketing ManagerCompany: Hormel FoodsAge: 40Education: University of San Diego (B.S. in International Relations); University of St. Thomas (M.B.A. in Marketing)Why He's One to Watch: Helped Hormel take a shopper perspective to turn the center store into a destination for convenience meals.Before landing his current position as group marketing manager for Hormel Foods' emerging Simple Meals portfolio, which included overseeing the highly successful launch of Hormel Compleats microwavable meals, Bob Pepper did everything from sales management to brand management to global marketing for Spam. He says his experiences across the organization have enabled him to act as a generalist, as he is now often called to do."We have a lot of accountabilities here, which is a benefit because it gives everyone a tremendous level of experience and exposure," he says. "As marketers, everyone has a hunger and desire to specialize as much as possible, but I have those experiences to draw from and to really lean on when I need it."Pepper's team of eight for the shelf-stable Simple Meals portfolio is supported by a much larger group of people from areas such as consumer insights, research and development, and category management. While his team must overcome many challenges -- namely balancing the need for retailer customization with the ability to effectively execute and manage it; finding cost-effective ways to break through in-store; and ensuring effective execution -- he points to a second-year initiative that is groundbreaking not only for the company, but also for its retail partners and even competitors.The company's "Creating the Destination" initiative focuses on the center store and convenience meals. "We began this program initially around our microwave meals business, and now it's broadening beyond," Pepper says. "We saw growth taking place in microwave meals, the high interest from retailers, and our own pipeline of product as well as a competitive pipeline of products, and we realized we needed to create a home for them."Having worked the first year to understand how shoppers view the role of convenience, especially within the center-store environment, the company is implementing the insights it has gained in-store. Pepper says for the first time, Hormel took a shopper perspective, which allowed it to make the transition from strictly relying on consumer insights. "That was a big first for us as an organization and for me as a marketer," he says. Where it has been able to activate changes in the early stages, the company has seen between 15% and 17% baseline lifts on the business.Partnering closely with the company's category management team was also a first. "As marketers we're always competing and looking for the Hormel angle," Pepper says. "We really stepped back in this project and said, 'It's not about our brands; it's about the broader understanding of the shopper's mindset and an understanding of the category perspective.' If we're able to understand that, then ultimately we'll be able to benefit from that as a manufacturer."Through it all, he says he believes the team took its analytics and in-store insights to another level. "To focus on the in-store environment and pursue a shopper study that was all about that in-store experience was very new for us."A newer shopper insights study that focuses on the path to purchase and consumption behaviors of Hormel's core brands is now under way following the success of this project. "We want to make sure we can keep those businesses [Hormel, Dinty Moore, Spam] relevant and continue to drive those categories in which they are the No. 1 brands."Isha Metz WilliamsTitle: Senior Shopper Marketing Manager, Behavioral SciencesCompany: GlaxoSmithKlineAge: 32Education: Franklin & Marshall College (B.S.); University of Pittsburgh (M.B.A. from the Katz School of Business)Why She's One to Watch: Played a key role in the Nicorette mini Lozenge launch, incorporating customized displays with integrated web content and in-home marketing materials.In her tenure with GlaxoSmithKline, Isha Metz Williams has led both shopper- and consumer-focused national marketing strategy and activation within the company's smoking cessation, weight control and over-the-counter wellness divisions. Having managed brands across a range of product categories, consumer segments, cultures and languages has enabled her to explore diverse consumer insights and need states.Her current role is senior shopper marketing manager for the consumer healthcare behavioral sciences business unit. Her responsibilities include focusing on shopper insights, strategy and activation for the largest GSK marketing unit and portfolio of brands, which includes alli, Nicorette and NicoDerm CQ. The GlaxoSmithKline consumer healthcare shopper marketing team is just one element of a new customer marketing and insights department that includes nearly 40 associates in the areas of 360? insights, customer marketing (consisting of category marketing, merchandising solutions and shopper marketing), and commercial planning and communication.In terms of shopper marketing, the department, she says, "has unlocked tremendous resources to enable our shopper team to uncover robust insights into each brand's shoppers' needs and motivations and how to best develop programs and retail communications to engage and delight them."The one-year-old department is focused on "taking the creative idea for each brand and developing overarching campaigns that are brought to life at retail at specific points in time and tailored to individual retailers," Metz Williams says. It stands as an equal pillar and partner to both marketing and sales.When the company launched its Nicorette mini Lozenge, it was the first new nicotine replacement therapy product solution in seven years, Metz Williams says. It featured "a unique, first-of-its-kind technology platform and packaging for the category." It also marked the first Nicorette brand expansion beyond the gum form.The underlying shopper insight was that smokers' frustrations increase with each unsuccessful quit attempt, and their willingness to try again with the same product decreases. As the first new product launch in several years, pent-up demand is high, she says. "Nicorette mini will inspire people who have not purchased in the smoking cessation category in the last 18 months to try again, resulting in category and share growth and, hopefully, more successful quit attempts." The program also included a strategic partnership with Dr. Drew, the nationally renowned celebrity addiction expert.Using a wide range of traditional research, including qualitative and quantitative product, volumetric and advertising evaluation, Metz Williams and her team created in-store, individual "retailer.com" and in-home retail launch materials that included prominent display of the unique product packaging and key messaging, along with an endorsement and helpful quit tips from Dr. Drew.GSK has also launched an online community of 500 shoppers who are aligned with key retailers and provide daily feedback about GSK brands and their experiences in stores. Metz Williams says using this group enables the team to gain insight for the development of retail materials.Up next for Metz Williams is the national retail launch of a new alli brand strategic platform called "How Healthy Works," which was developed to help shoppers successfully lose weight and maintain a healthy lifestyle.Deborah HannahCompany: Kimberly-Clark Corp.Title: Senior Brand Manager, Adult/Feminine Care Shopper MarketingAge: 34Education: Texas A&M (B.A. in Marketing), Emory University (M.B.A. in Marketing)Why she's one to watch: Instrumental in creating more than 200,000 custom displays for the U by Kotex launch.Since its launch in March, this magazine has on many occasions sung the praises of the marketing push for Kimberly-Clark's U by Kotex line. Now, meet one of the masterminds behind it. As senior brand manager for adult/feminine care shopper marketing, Deborah Hannah was instrumental in turning consumer and shopper insights about the personal care category into a fully integrated, unprecedented launch campaign."Everything was unique for the U by Kotex launch," Hannah says. "Everything in feminine care up until now has been trite and veiled in metaphors, and that just doesn't match who this young woman is today. We took that idea and customized it for each of our major retailers."Efforts included more than 200,000 custom displays; cross-promotions with photo, cosmetics and music/movies; an interactive microsite with straightforward health and product information; TV ads that poked fun at traditional menstrual-product messaging; direct mail pieces; and much more. More recently, the brand collaborated with its retail partners to feature the brand in back-to-school promotions.The key to this product line's instant success may be that it stemmed directly from consumer and shopper insights: "The [young female] consumer is vibrant, connected and authentic," Hannah says. "The feminine care category was flowers and pastels and women in white pants twirling around in circles." However, research determined that "this young woman is not engaged in feminine care shopping. She loves makeup and hair care though, so let's create engagement as a personal care brand instead of something to avoid."Hannah's work doesn't stop at Kotex; she also makes the Poise and Depend brands "come to life at retail." (Earlier this year, Depend launched a line of patterned undergarments that were packaged and displayed to look more like regular underwear.) She has worked in brand marketing at Kimberly-Clark for seven years, holding positions in brand strategy, innovation, marketing planning and execution. Next, she is moving over to K-C's integrated marketing planning organization to lead scale and enterprise programs "as well as continue to champion the integration of retail and the shopper into our brand and marketing planning.""The people at K-C are fantastic to work with, which is necessary in a shopper role that needs to bridge so many disciplines," she adds. "Also, there is so much willingness to embrace innovation right now, which makes my job really fun."Megan HenniganTitle: Shopper Marketing ManagerCompany: H.J. Heinz Co.Age: 32Education: Penn State University (B.S. in Marketing and International Business); University of Pittsburgh (M.B.A., Katz School of Business, in progress)Why She's One to Watch: Helped turn the c-store channel into a successful marketing platform for Heinz condiments.Being able to talk about your favorite pastimes at work makes for a pretty cool job. As shopper marketing manager for H.J. Heinz Co.'s shelf-stable brands, Megan Hennigan talks a lot about grilling, tailgating and entertaining -- three of her favorites -- and how her team can get consumers to use more Heinz products to enhance these activities.Hennigan, who started her career at News America Marketing doing FSI, in-store advertising and promotion sales, is part of a four-member team in the Heinz shopper marketing department. She says it's important to stay true to the brand message while understanding that the shopping mindset is different from the planning or consideration mindset.Hennigan says there's still a great deal of fragmentation and confusion in the condiment aisle, and the company continues to work to improve the shopping experience, drive traffic to the aisle and increase category sales -- lofty goals she and her colleagues are constantly working toward. "Additionally, when we're communicating in-store, we're often selling a solution or collection of products," she says. "It's challenging to stay true to the Heinz Ketchup message when you're communicating a solution that might include Ore-Ida French fries, hot dogs or hamburgers -- each with their own distinct brand positioning."The c-store channel has not traditionally been a big focus for Heinz. But when the company launched a channel-wide secondary display program for Heinz ketchup, condiments and sauces (which included a partnership with Clorox and Morton's Salt to develop a secondary display rack and consumer overlay), it found success reaching consumers on this different trip type.More than 800 stores executed the program, with a focus on high-traffic stores with developed food sections, as well as those located in vacation destinations. The result: significant volume and distribution wins. "Heinz Ketchup has very high awareness and loyalty, and this program reached consumers at a key impulse purchase occasion," says Hennigan.Hennigan says shopper insights influenced how her team approached both the c-store initiative and one for the perimeter, in which she led the partnership between Lea & Perrins Worcestershire Sauce and Certified Angus Beef for placement of 80,000 displays in the meat department at select retailers. "Heinz condiments and sauces are never a center-of-the-plate option; we're typically on top of the main dish," she notes. "Understanding how consumers make protein purchases and preparation decisions is fundamental to a successful program."She says the key question is where to reach consumers, whether they're in the meat department; while they're online; or while they're making their shopping list. "Those choices may vary by customer, depending on how their shoppers behave," she says. "Fundamentally, we know when we achieve placement on the perimeter of the store and give consumers a way to use our products, we drive sales for both Heinz brands and the retailers' perimeter categories."As technology progresses, Hennigan believes retailers and manufacturers will have more insight into purchase behavior. "The digital world is coming in-store, and smartphone and mobile technology will allow consumers to have unlimited information at their fingertips," she says. "I'm excited for the day when all of these resources can be pulled together to improve the shopping experience."Kim NguyenCompany: Central Life SciencesTitle: Vice President of MarketingAge: 42Education: Northwestern University's Kellogg Graduate School of Management (Executive Marketing Program)Why she's one to watch: Initiated virtual shelf testing with key retail partners to better understand the flea and tick category and improve the shopping experience.While Central Life Sciences may be the largest consumer garden and pet supply company in the country, for most consumers, brands like Zodiac and Sulfodene are not household names. For Kim Nguyen, vice president of marketing, that makes shopper education a top priority."Pet owners may not know about flea and tick control in general, which forms of the product best solve individual needs, or the differences between competitive brands," she says. "The challenge is to provide sufficient category education during the shopping experience to influence brand purchase decisions."Having worked previously at ConAgra Foods, Mission Foods and dairy company Cacique, Nguyen brings her knowledge of a broad spectrum of categories to this role, which she's held since 2006. Supervising seven marketers across 15 brands, her department at Central Life is responsible for all trade, consumer and shopper marketing activity. Each senior brand manager is responsible for a portfolio of brands by category and works closely with sales, which is divided by class of trade."We approach brand planning from an integrated marketing perspective, with focus on key customers and shopping behavior by customer, channel and category," she says.For the past three years, the marketing department has "moved away from national consumer promotions in favor of shopper marketing programs by key customers, and menu programs to service the independent pet channel," she adds. "Our retail activation continues to support consistent brand communications, but we leverage tactics, offers and vehicles to whatever works most effectively at converting sales."To better understand shopping behavior in the flea and tick category, Nguyen initiated virtual shelf testing with several key retail partners. The tests revealed that shopper marketing solutions vary by several factors: shopper preferences for the category; the customer's current and past efforts to provide category education; the level of store associates' category knowledge; and pet owner need levels.While some projects, like packaging redesigns that better utilize the available shelf space, require extensive collaboration with retailers, temporary displays like shippers, power wings and counter units may not be pre-tested with consumers because "they must meet the needs of key customers as well as 90,000 pet specialty independents and dealers," Nguyen says. The company also does control-store beta testing where appropriate.Nguyen and her team are getting ready to launch new flea and tick products that help overcome common complaints such as safety for the pet and family, ease of use and overall satisfaction."The growth dynamics of the pet care industry makes this period of time extremely fun and challenging," she says. "Central Life Sciences is dedicated to improving overall pet health and wellness, and we provide affordable OTC brands and products. This is a great time to be in this industry."

People to Watch Class of 2010

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