People to Watch: Tiffany Pieja, Campbell Soup Co.

Title: Customer Merchandising Manager, Campbell Soup Co., Camden, NJAge: 26Education: University of Pittsburgh (BA, Marketing and International Business)Why she's one to watch: Creating efficient and eco-friendly displays for all of Campbell's brandsFocused primarily on nonprofit work in college, Tiffany Pieja was drawn to Campbell Soup Co. because of its charitable programs, most notably Labels for Education and the Campbell Soup Foundation, which gives money to various community organizations throughout the United States. Perhaps it's that goodwill mentality that has made her a key part in Campbell's drive toward sustainable merchandising.Joining the company as a retail business manager in 2004, Pieja is now a customer merchandising manager and is responsible for developing and executing in-store merchandising solutions for all of Campbell's brands, including temporary and semipermanent pieces. Eventually, she would like to work in international brand marketing, but for now she is helping Campbell be more eco-friendly at retail.Her latest project was the "Canvertible" display, which hit stores in October and is designed to consolidate all of the company's products -- including canned and boxed soups and canned and bottled beverages -- into one multipurpose, adjustable wire rack. What used to be four separate displays is now one -- greatly reducing the company's carbon footprint.Graphic panels for the display, which can be changed out for different promotions, are printed on FSC-certified stock or from 100% recycled material. The display is expected to replace all of the company's existing wire racks."We need to make sure we're doing what we can, that what we put out can be recycled and/or printed on recycled material," Pieja says. "I'm always thinking about what I can do to reduce our carbon footprint." Her Canvertible display allows the brand to ship fewer racks and uses fabric materials to reduce the weight, saving on gas and shipping costs. For other displays, Pieja helped push for soy inks on display panels and created more lightweight fabric displays, set to be in stores this year.When developing new display programs, Pieja says feedback from Campbell's field sales reps is invaluable. "One key is involving them in all P-O-P that gets launched. We do extensive testing with our retail folks, and we've removed things completely based on their feedback," she says. The company also relies on performance data, consumption data and focus groups with consumers to make sure it is hitting the mark at retail.More examples of Pieja's work can be seen in stores right now, including Campbell's joint holiday display with Pepperidge Farm.

People to Watch: Tiffany Pieja, Campbell Soup Co.

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