Path to Purchase Expo

Save the Date!

October 2-4, 2018 | Minneapolis Convention Center | Minneapolis, MN

Joining Forces: Driving Successful Partnership Integration to Activate at Walmart

Date and Time: 
Wednesday, September 27, 2017 - 2:00pm to 2:45pm
Insights to Activation

When three unique categories come together to create one meaningful solution that delivers more value and impact in a key occasion, the result is powerful. It takes a lot of coordination, communication and creativity to deliver a winning solution. Learn how Anheuser-Busch, Smithfield Foods and Kingsford teamed to deliver a winning activation for Walmart during the key summer grilling season. The sum was greater than it parts and everyone — manufacturer, retailer and customers — won. Understand what it took to deliver a record-breaking performance that made Walmart a true destination for entertaining during the summer months. Attendees will:

  • Learn to effectively evaluate the right types of partnerships to ensure harmony and impact for all parties.
  • Understand how to jointly plan for the greatest impact and earn incremental merchandising and customer support.
  • Coordinate joint sell-in across multiple aisles in the complex systems of the world’s largest retailer.
Bailey Doyle
Dedra Berg
James Urich
Kevin Kolman
Michele Shiroma

Speaking at this Session

Dedra Berg

Sr. Director of Marketing
Smithfield Foods

Dedra Berg has a traditional marketing background with more than 15 years in the CPG industry, including experience at General Mills, Nestle and what was then ConAgra Foods. She has been with Smithfield Foods for four years, leading the marketing team for the Fresh Pork Division, where she has grown the portfolio by 50% by applying CPG tactics to a traditionally commoditized category. This approach has enabled the company to meet annual sales and brand objectives, and also work more closely work with retail partners to drive consumer brand loyalty.

Bailey Doyle

Group Manager, National Shopper Marketing
The Clorox Company

Bailey Doyle is responsible for developing and implementing omnichannel shopper marketing plans for the portfolio of Clorox Disinfecting Products. Doyle is also in charge of seeking out, negotiating and executing retail marketing partnerships with external brands. Before managing the Clorox Cleaning Portfolio, Doyle implemented shopper marketing plans for Kingsford charcoal, KC Masterpiece barbecue sauce and Soy Vay sauces and marinades. Before Clorox, Doyle held positions at various marketing agencies and worked with other CPG brands such as Nestle, Clif Bar, Del Monte, Diamond Foods, Peet’s Coffee & Tea, Continental Mills and Annie’s Homegrown. She holds a bachelor’s degree from the University of Notre Dame.



Kevin Kolman

Grill Master

Kevin Kolman’s skill level behind the grill, passion for all things barbecue and enthusiasm for the Weber brand are just part of why he is the go-to for all things grilling. Kolman’s experience co-instructing a barbecue science course at the Ohio State University, attending Camp Brisket at Texas A&M and teaching around the world make him one of the most credible sources of BBQ. Also, he is a certified Kansas City Barbecue Judge. He participated in the CBS special “Tailgate Turnover,” has filmed commercials for the Food Network and has represented Weber in the media through various other outlets including print, radio, and television. Kolman educates consumers on the art and science of grilling, partners with food, wine, beer and spirit brands and holds grilling competitions.

Michele Shiroma

VP of Client Services
Edge Marketing

Michele Shiroma has led the agency field organization in developing multi-year strategic shopper marketing plans grounded in consumer and retailer insights across several CPG brands including Unilever, Henkel, Newell Rubbermaid, Barilla, Smithfield and Schwan’s to meet annual sales and brand objectives.

James Urich

Director of Trade Marketing - Walmart

James Urich leads a highly skilled team of trade marketing managers responsible for developing promotional campaigns in key national accounts. Prior to joining Anheuser-Busch, Urich was responsible for leading marketing operations and retail merchandising teams dedicated to the Walmart business.