Profile: Renee Fuller, Shopper Marketing Director, Method Products

Renee Fuller strongly believes in promoting change and making it happen. And in her short tenure at SC Johnson’s lifestyle business unit, she has done just that.As the shopper marketing director of the still young discipline within the company, she is charged with leading the strategy and curating a vision for omnichannel shopper marketing across all of SCJ’s U.S. and Canadian retailers and channels. “I’ve always sought ways to drive impact and be a change agent,” she says.She models her career after the Booker T. Washington quote that “Success is not measured so much by the position that one has reached in life as by the obstacles [one] overcomes while trying to succeed,” and she leans on the principles of conscious leadership.Fuller strives to be a marketing innovator, a passionate leader of teams, and a strong strategic partner for her peers and customers. The broadcast journalism major and theater minor joined the Kellogg Co. as a retail sales representative out of college, and then held a senior account manager role before realizing she wanted to break into marketing.While earning her MBA in executive management, she was a customer marketing manager on the Kashi/Bear Naked brand, leading key multifunctional projects including customer/retail promotions and national display strategies that drove sales and business unit objectives, before becoming the manager of trade strategy. While working on Kashi/Bear Naked, Fuller helped develop the brands’ trade architecture and manage a $90 million trade budget while creating effective models to supplement the Trade-GSV yearly budgeting process for the entire North American sales team.She also held a national chair position for the company’s largest employee resource group, Women of Kellogg.After six years, Fuller moved to The Hershey Co. and the then newly acquired (and since sold) Krave brand, leading the development and delivery of breakthrough brand activation, retail programming and integrated marketing campaigns. She also managed the commercialization and stage-gate process for strategic product launches, overseeing the brand P&L and helping to launch a master brand campaign.Two years later, she made another move to REBBL. “The company was still in its growth startup phase and although we didn’t have a vast brand budget, we were tasked with driving household penetration and awareness,” she says. “I leaned on the founder’s mindset and found innovative and scrappy ways to drive growth on the brand within the refrigerated functional beverage category.”With SCJ, Fuller has not only established a foundation for the company’s shopper marketing initiatives but has elevated them. Of note is an integrated marketing campaign with TeacherLists, an online solution to help schools efficiently manage and share school supplies and teacher wish lists all over the country. As the category captain for hand wash, she knew the company would meet its revenue goal for the program. “I chose not to focus on product proposition but looked to drive brand affinity and awareness around the importance of hygiene … during the pandemic,” she notes. The effort included campaign activation with Target as well as an opportunity to partner with Meijer to thank the retailer’s frontline employees during the crisis.She has also partnered with her HR team to co-create a committee focused on discussing, engaging and advising leadership on how the company can take meaningful action in response to the Black Lives Matter movement and the overall impact of systemic racism and inequality in the U.S.

Profile: Renee Fuller, Shopper Marketing Director, Method Products

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