Path to Purchase Expo

September 26-28, 2017 | Donald E. Stephens Convention Center | Rosemont (Chicago) IL

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Collaborative Planning with Albertsons Companies

C2
Date and Time: 
Wednesday, September 27, 2017 - 1:00pm to 1:45pm
Track: 
Collaborative Strategies

Discover how Mondelez International and Albertsons Companies partnered to create a yearlong full activation plan across the entire path to purchase leveraging the right insights for the Albertsons shoppers and the right tools within Albertsons to drive a robust plan for the Oreo brand. The planning for the 2017 collaboration started in February 2016 and was finalized in September 2016 with both corporate and divisional support at Albertsons. Attendees will: 

  • Explore the process that Mondelez took with Albertsons to develop this yearlong comprehensive plan for Oreo cookies.
  • Consider why it is important to hit certain timing milestones throughout the year in order to achieve optimal planning and executional success.
  • Learn the key players to engage and the appropriate time to engage them.
Speakers: 
Anne Martin
Kendal Callender
Steve McGowan

Speaking at this Session

Kendal Callender

Kendal Callender

Director of Shopper Marketing
Albertsons Companies

Kendal Callender’s focus in shopper marketing is to use relevant insights to move customers along the path to purchase in order to drive sales. Prior to starting at Albertsons Companies, she was a team lead at Advantage Solutions on the SMARTeam, where she worked in strategic marketing and business planning, market research and category management. Callendar attended Boise State University, where she received her Bachelor of Arts, Communication.

 

Anne Martin

Customer Director of Shopper Marketing
Mondelez International

Anne Martin has more than 10 years of industry experience developing and implementing shopper marketing plans for national accounts and regional grocers, along with channel-specific approaches. She has worked on accounts for Kraft Foods, P&G, MillerCoors and Mondelez International while working at Upshot and Geometry Global. Martin joined Mondelez in May to lead the shopper marketing efforts focusing on the western part of the country, with a particular focus on Albertsons/Safeway.

 

Steve McGowan

Director of Shopper Marketing
Mondelez International

Steve McGowan has more than 20 years of brand marketing, sales planning, sales strategy and shopper marketing experience. He has worked at H.J. Heinz, Cadbury, Kraft Foods and Mondelez International. McGowan has been working in the shopper marketing space for the last eight years and currently leads the function for Mondelez USA. A frequent speaker at Path to Purchase Institute events, McGowan is a member of the Institute's Distinguished Faculty.