Path to Purchase Expo

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

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Shopper Marketing Next: Core Enablers to Play Offense

S3
Date and Time: 
Tuesday, September 26, 2017 - 1:00pm to 4:30pm
Track: 
Symposiums and Co-Located Events

Shopper Marketing is at a crossroads. With increasingly rapid changes to shopping behaviors and widespread disruption of the retail landscape, leading organizations are going on “offense” and leveraging shopper marketing as a strategic growth driver. They are championing change by building sustainable new capabilities, aggressively deploying new playbooks that more proactively lean into “shopper”. If you are involved in calling day-to-day plays to win with “shopper”, come learn from a panel of leading agency executives – all experts from the faculty of the Path to Purchase Leadership University – who will explore key enablers and best practices of higher-order shopper success. Attendees will: 

  • Understand key ways companies are evolving to be shopper-centric leaders in the marketplace.
  • Learn how to rethink critical organizational enablers that drive true shopper capability success.
  • Discover how to drive and apply true insights into shopper decision-making.
  • Learn new ways retailers are collaborating with key partners to address accelerating business challenges.
  • Learn key ways to make companies and teams more nimble and adaptive to shopper-based change.
Speakers: 
Heidi Froseth
Julie Quick
Kris Abrahamson
Patrick Fitzmaurice

Speaking at this Session

Kris Abrahamson

VP, Client Leadership
The Mars Agency

Kris Abrahamson joined The Mars Agency in early 2014 as VP, retail strategy, focusing on best practices and strategic frameworks for the organization. She recently assumed a role where she focuses on strategic solutions to drive growth for her clients. Prior to Mars, she spent three years with PepsiCo’s global nutrition group as the senior director of innovation and was responsible for forging new business capabilities, including leading the development of a long-term innovation pipeline for the global Tropicana brand. Before joining PepsiCo, Abrahamson was director, shopper marketing, for Sara Lee North America, where she led the evolution of the department into a shopper marketing team and implemented “The Sara Lee Way to Shopper Marketing”- an integrated business planning process to further the company’s focus on shopper marketing as a growth platform. She also spent 14 years with Kraft Foods, where she held a variety of marketing positions. She is an adjunct professor at NYU and co-developed the first ever shopper marketing curriculum for the university.

Fitzmaurice

Patrick Fitzmaurice

Managing Director - Professional Development
Path to Purchase Institute

Patrick Fitzmaurice leads the Institute’s Path to Purchase Leadership University, a training and professional development initiative for Institute members. Prior to joining the Institute, Fitzmaurice spent more than 10 years at the Capre Group consulting in the shopper and path-to-purchase space. With his shopper-driven orientation, Fitzmaurice has proven success in bringing brands to life in retail as well as a 25-year track record of consumer packaged goods and general marketing success. Fitzmaurice has developed expertise in manufacturer-retailer collaborative business planning, shopper marketing capability building and identifying opportunities through hypothesis-driven thinking. Before joining the Capre Group in 2003, he held leadership roles at companies such as Unilever, Nielsen and Donnelley Marketing as well as several successful startups. He has served as president of the American Marketing Association in Georgia and currently serves on its executive board.

 

Heidi Froseth

EVP/GM, National Shopper Commerce
Catapult Marketing

Heidi Froseth is the leader of Catapult's shopper marketing division and overall capability. Froseth is responsible for leading and managing the decentralized customer-expert teams located in top retailer headquarter locations. Prior to this role, she managed the Target shopper marketing team, and created both Catapult's and Geometry's Target shopper divisions. Froseth has more than 25 years of CPG marketing, sales and category experience, including brand marketing, national consumer promotions (Pillsbury Bake-Off and Kids' Bake-Off leadership), category sales, shopper marketing (inaugural shopper leadership for Pillsbury and Clorox) and supply chain management. All of these roles have been vital in shaping her consistent thought-leadership, innovative vision and pioneering business approach.

Julie Quick

SVP/Head of Insights & Strategy
Shoptology

Julie Quick has spent two decades helping brands navigate the fast-changing terrain of retail. With a constant pulse on the market, she’s helped companies such as Walmart, PepsiCo, P&G and Novartis succeed by bringing powerful insights into how shoppers engage, make decisions and buy. A true industry thought leader, P2PI counts her among its “Who’s Who in Shopper Marketing Agencies”, “Women of Excellence” and Distinguished Faculty.