Path to Purchase Expo

Save the Date!

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

Transforming Retail Business With a Hybrid Approach to Marketing and Merchandising

Date and Time: 
Thursday, September 28, 2017 - 8:00am to 8:45am
Retail Bricks & Clicks

BevMo! is a privately-held specialty retailer of alcoholic beverages in the western United States with over 160 stores in major metropolitan markets in California, Arizona and Washington. It has sought to streamline its internal marketing department in favor of a new organizational structure to drive marketing and digital transformation. PureRED | Ferrara and BevMo! created an agency-hybrid model in which some of BevMo! staff shifted to employment at PRF working with PRF account management and creative staff to create the comprehensive team necessary to manage the totality of its marketing efforts (including strategic planning, content & creative development, ad production, traffic, analytics, etc.) across traditional and digital channels. BevMo! and PRF will share an intimate view of how they developed this model and the results they’ve attained for improved customer experiences and impact on the bottom line. Attendees will: 

  • Understand what it takes to build a highly effective digital marketing organization via digital transformation. 
  • Learn how to build an agency support team model for their organization. 
  • Comprehend what’s needed to gain and improve efficiencies no matter what the marketing services scenario.
George Russell
Tamara Pattison

Speaking at this Session

Tamara Pattison

Chief Marketing & Information Officer

Tamara Pattison is responsible for the management of the marketing and technology functions at BevMo!. A veteran of digital marketing strategy for consumer and technology companies, she was most recently SVP of digital marketing and e-commerce at Albertsons Companies with responsibility for digital, e-commerce, shopper marketing, loyalty strategy, mobile solutions and overall user experience.

George Russell

George Russell

PureRed | Ferrara

George Russell’s career highlights include serving as director of marketing for the Gillette Company where he led significant growth in share and increased profits of the North America blades and razor business. Russell also led the turnaround of Schick & Wilkinson Sword, a manufacturer of shaving products and toiletries, as vice president of global business management. He has served as COO for Duane Reade drugstores. Russell began his career at Young & Rubicam working on the Johnson & Johnson and Kraft/General Foods accounts.