Path to Purchase Expo

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

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E-Commerce Symposium: Transforming the Shopper Journey

Date and Time: 
Tuesday, September 26, 2017 - 8:00am to 4:30pm
Symposiums and Co-Located Events

A one-day symposium focused on the evolution of e-commerce and its impact on the shopper journey.

Explore how online shopping has fundamentally changed shopping behavior and achieve actionable insights on how to win with shoppers in the omnichannel world. Learn from marketers, strategy leads and e-commerce professionals who are on the front lines of developing organizational and executional capabilities to stay ahead of the curve in this volatile landscape.

Dive into these topics and network with other like-minded professionals focused on this evolving digital arena:

  • Back to the Future: A Second Take on Brick-and-Mortar
  • Walmart vs. Clash of the Titans
  • How Retailers and Brands Can Prepare For the Age of On-Demand Delivery
  • Brand: New
  • Analyzing the 'Holy Grail:' How Online Activity Impacts In-Store Behavior
  • What Can You Do with Structured Data at Scale?
  • Rediscovering Discovery: How to Launch New Products and Drive Trial
  • The Digital Impulse Buy: A Game-Changer for CPG Brands
  • Chairperson's Roundtable: Educating the Organization on E-Commerce

This event includes complimentary breakfast and lunch. To learn more about the individual presentations and speakers, visit

ADDED VALUE! All E-Commerce Symposium registered attendees are welcome to explore the Path to Purchase Expo (P2PX) exhibit hall and attend both P2PX keynote addresses on Sept. 27 & 28!


Alister Greenwood
Andy Walter
Byron Gilstrap
Chris Perry
Chuck Van Hyning
Danny Silverman
Jennifer Silverberg
Ken Cassar
Matt Pierre
Michael Murray
Michelle Harmon-Madsen
Nilam Ganenthiran
Sam Gagliardi
Scott Caldwell
Steve Kinsey

Speaking at this Session

Scott Caldwell

SVP, Client Services & Walmart Team Leader

Scott Caldwell has been in the shopper marketing arena for more than 18 years, working for Malone Advertising/JWT Action, The Mars Agency and CJRW. Caldwell leads the Walmart and Sam’s Club Retail Connect team in Bentonville, Arkansas, directing shopper activities for all Catapult clients.


Ken Cassar

Principal Analyst & VP
Slice Intelligence

Ken Cassar oversees Slice's research agenda, identifying and contextualizing e-commerce industry trends from Slice's panel of more than 4.5 million U.S. online consumers. Cassar previously was SVP, media analytic solutions, at Nielsen, where he developed innovative digital commerce measurement and advertising effectiveness solutions. Prior to Nielsen, Cassar was an analyst at Jupiter Research, where he was an early thought leader, trusted adviser and media source on e-commerce. Cassar has an MBA and bachelor’s from the University of Connecticut.


Sam Gagliardi

SVP, Consumer Shopper Marketing, E-Commerce

Sam Gagliardi has more than 19 years of cross-functional sales, marketing and digital leadership experience with top FMCG manufacturers, including Johnson & Johnson, Colgate and RB. He is an expert in e-commerce strategy, digital marketing, search engine optimization, media management, shopper marketing and marketing management.


Nilam Ganenthiran

Chief Business Officer

Nilam Ganenthiran leads Instacart’s efforts to develop sustainable partnerships with retailers, CPG manufacturers, content providers, payment processors and other technology startups. Under his leadership, Instacart has grown from a 10-person startup with 100 personal shoppers across San Francisco to its position today as the largest same-day grocery service in the country serving 135+ grocers across 34 U.S. markets with 18,000+ personal shoppers. Prior to joining Instacart, Ganenthiran served grocery, mass merchandise and drugstore clients as a management consultant with A.T. Kearney’s consumer retail practice. As a consultant, he focused on working with clients on omnichannel strategy, merchandising effectiveness, goods-for-resale procurement, and G&A expense optimization. Ganenthiran began his career in shopper marketing and brand management with Procter & Gamble, where he worked on household brands such as Pampers and Iams. Ganenthiran is a graduate of York University’s Schulich School of Business and also holds an MBA from the Harvard Business School.

Byron Gilstrap

Director, E-Commerce Capability
The Coca Cola Company

Byron Gilstrap leads digital shelf, package/product innovation and franchise relations for Coca-Cola North America’s e-commerce group. He is a results-driven leader with a unique blend of experience in e-commerce, strategy consulting and program management. Gilstrap has a successful track record of developing and deploying digital strategies for large global organizations including Accenture, Delta Air Lines and The Home Depot.

Alister Greenwood

Head of Global E-Commerce Insights
Mondelez International

Alister Greenwood’s experience spans marketing, shopper insights, analytics and strategic planning, with expertise working across multiple categories and countries. Greenwood leads the strategic development of e-commerce shopper research to drive understanding of shopper behavior, enabling Mondelez brands to win at the “point of buying” on the digital shelf. He has experience in retail, global agency networks and major CPGs, driving growth on iconic brands such as Sour Patch Kids, Halls, Dove, Axe, Red Bull, Innocent Drinks, Lindt, Gillette, Budweiser and Michelob. He is passionate about transforming agency service provision, translating data into motivating calls to action and connecting deep consumer and shopper insights to win in emerging media and retail channels.

Michelle Harmon-Madsen

SVP, Brand Partnerships

Michelle Harmon-Madsen leads all shopper marketing efforts across the FreshDirect experience to connect brands with the company’s massive base of highly engaged online shoppers. She was previously vice president, director of global strategy and partnerships, for MediaVest. In that role, she developed entertainment properties for Procter & Gamble Entertainment, working closely with producers and content creators. She led sponsorship and business development for the “People’s Choice Awards.” Prior to MediaVest, Harmon-Madsen was vice president of branded entertainment for 19 Entertainment, where she led branded entertainment and sponsorship for “American Idol” and “So You Think You Can Dance.” She is a board director for the Advertising Women of New York and sits on Penn State University’s Smeal College of Business Alumni Society Board.

Steve Kinsey

Sr. Manager, E-Commerce Strategy

Steve Kinsey is responsible for GSK Consumer Healthcare’s e-Commerce strategy in the US. He leads GSK’s digital shelf efforts, works with key e-Commerce partner agencies, leads internal training specific to e-Commerce best practices and works with both internal teams and retail partners to improve their e-Commerce strategies. Kinsey joined GSK in 2009 and has worked on a number of brand marketing assignments, including Nicorette and TUMS. Prior to his current assignment, Kinsey was GSK’s first dedicated sales manager for, doubling sales within 1 year. Kinsey previously worked in various marketing, sales and forecasting roles for JNJ and Pfizer Consumer Healthcare. He has a bachelor's from Cornell University and an MBA from Seton Hall University.

Michael Murray

CEO & President

Michael Murray brings 29 years of experience in marketing, strategy and product management to his role as CEO of ItemMaster. He is responsible for the overall operation and strategic direction of the 75 person SaaS company that exclusively services the CPG and CPG retail industry. Prior to joining ItemMaster, Murray served as the chief product officer of Catalina as well as board member of Nielsen Catalina Solutions from 2012-2015. He previously served as the CMO — e-commerce & online for Sears Holdings, where he led all acquisition, social marketing and online customer communications for the and e-commerce properties. Prior to his roles within retail organizations, Murray was CMO of Fishbowl, VP and general manager of new ventures and innovation at AOL and a partner and general manager of Targetbase Marketing, an Omnicom Company.

Chris Perry

Director of eCommerce Advisory
Planet Retail RNG

Chris Perry is empowering brands to catalyze e-commerce as their number one competitive advantage to grow, win and lead in today's omnichannel marketplace. He has generated more than $200 million in profitable e-commerce revenue growth for clients including Reckitt Benckiser and WellPet. Perry had collaborative partnerships with more than 25 top e-retailers, including Amazon, Staples, Costco and Peapod.

Matt Pierre

Director, E-Commerce
General Mills

Matt Pierre leads strategy development, retailer activation and integrated marketing programs. He is a classically trained, strategic marketing executive with 25 years of general management experience. Pierre has a broad strategic perspective developed with cross-functional assignments across brand management, new product innovation, strategic growth channels, integrated shopper marketing and e-commerce. He holds a bachelor's degree from the University of Wisconsin–Madison and an MBA from Northwestern’s Kellogg School of Management.

Jennifer Silverberg


Jennifer Silverberg works with an international team to help major CPG companies such as P&G, Unilever and Nestle own and drive their customers’ buying experience. She has more than 25 years of experience working with major CPG and other brands in senior marketing and leadership positions in companies ranging from startup to Fortune 50. Prior to leading SmartCommerce, Silverberg was the SVP of marketing at Channel Intelligence, a leading commerce technology partner that was acquired by Google in 2013. She was the CMO and VP of client services at myList, a platform that helped brands such as Campbell’s, Philips and Disney identify and connect directly with their fans.

Danny Silverman

Chief Marketing Officer
Clavis Insight

Danny Silverman is a global e-commerce business strategy and sales expert with more than 10 years of e-commerce experience. Throughout his career he has helped brands enhance equity and drive sales at online retailers with data-driven insights and experience-informed action.

Chuck Van Hyning

E-Commerce Director

Chuck Van Hyning is accountable for building Wrigley’s aggressive growth plan for the digital/e-commerce business. He works across functions with Wrigley’s channel customer VPs to align and execute a clear, compelling vision for Wrigley’s business. Additionally, he leads the organization in the development and coordination of business and sales priorities, strategies and goals to ensure the attainment of the e-commerce ambition.


Andy Walter

Board Director & Strategic Advisor
AJW-Advisory LLC

Andy Walter is a results-driven professional with extensive experience in strategy, development, execution and operations across shared services and IT. He led the commercial services and delivery organization, comprised of more than 1500 IT and multifunctional professionals, for Procter & Gamble’s Global Business Services (GBS). He was responsible for IT and shared services for all global business units and markets around the world. His team was accountable for developing cutting-edge digital capabilities for Procter & Gamble, including all e-Business, consumer services, business intelligence/analytics, sales force solutions, project delivery, business process services and A&D/company restructuring efforts. With more than 25 years of experience, including 15 years of board membership and board advisory roles, Walter’s career has spanned a variety of assignments including global R&D, product supply and manufacturing, marketing and international sales and operations.