Path to Purchase Expo

Save the Date!

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

Collaboration 2.0

Date and Time: 
Wednesday, September 27, 2017 - 2:00pm to 2:45pm
Collaborative Strategies

The evolution of shopper marketing co-promotions has changed from shared costs on stacking-high-to-watch-them-fly mentality to growing categories and changing behaviors. If you leverage  the art and science of relationships with brands to uncover opportunities, you can excite shoppers in unexpected ways. This seminar you will feature a case study of how Starbucks and Lindt came together and discuss their shared learnings. Attendees will: 

  • Learn to find shared equity.
  • Understand how behavior can build brands.
  • Measure short term vs. long term success.


Jason Tripicchio
Tiffany Huey

Speaking at this Session

Tiffany Huey

Director of Shopper Marketing
Starbucks Coffee Co.

Tiffany Huey has spent the majority of her career finding ways to inspire and nurture the human spirit for her customers at Starbucks. Her broad background at Starbucks includes working on the retail promotions team developing national campaigns for more than 10,000 retail cafes, leading the field marketing organization in the UK and Republic of Ireland, and launching VIA instant coffee in the UK and Japan. She also worked a number of years on the North American Coffee Partnership (Starbucks’ joint venture with PepsiCo) developing and leading the shopper and retail strategy team inclusive of in-store experience solutions and e-commerce. Most recently, she’s been heading up shopper marketing for the Starbucks, Seattle’s Best Coffee, VIA and Tazo brands in channel with an emphasis on driving omnichannel initiatives. Prior to Starbucks, she worked in international business and digital marketing.


Jason Tripicchio

Sr. Director of Sales and Strategic Customer Planning
Lindt & Sprungli USA

Jason Tripicchio has held multiple roles throughout his career in sales, category management, training and sales leadership. His diverse background, passion for the customer and leadership style have afforded him the opportunity to successfully lead teams and help influence the premium chocolate category growth across the marketplace. Tripicchio is motivated by building strategic partnerships with customers and generating profitable programs that are sustainable, drive incremental sales and create excitement at the point-of-sale. Tripicchio has more than 15 years of CPG sales experience with Unilever and Lindt & Sprungli USA.