P2PI Member Spotlight (December 2021)

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12/16/2021
A snapshot of industry leaders from the Path to Purchase Institute member community: Bob Evans Farms, Pernod Ricard USA, Mattel and Bolthouse Farms.
Cyndi Loza
Managing Editor, Member Content, P2PI | profile
Cyndi Loza profile picture
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p2piq tony fung

TONY FUNG
Senior Shopper Marketing Manager
Bob Evans Farms

Biggest challenge right now: Supply chain, staying on top of consumer trends and what’s ahead in the post-COVID-19 world.

New marketing tactic used in the past year you’re keeping in your toolbox: Online grocery shopping — either click-and-collect or delivery — is here to stay. Enabling shoppable media (add-to-cart functionality) to allow a seamless path to checkout for shoppers at any retailer across digital and social media channels will be a tool we will continue to leverage in future campaigns. 

Best advice received in your career: Choose a career that you love and are passionate about — not just a workday job. 

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p2piq erica beilenson

ERICA BEILSENSON
Senior Director, Channel & Shopper Marketing
Pernod Ricard USA

Biggest challenge right now: Having limited in-person interactions as often as we would like with our colleagues, consumers, shoppers and customers, yet still creating meaningful moments of connection and conviviality to learn from each other and have some fun — which is so critical not only within the bevalc category, but also inherent to Pernod Ricard as we exist to unlock the magic of human connection.

New marketing tactic used in the past year you’re keeping in your toolbox: We’ve leveraged several new tools over the past year. I would highly recommend any tool that allows for direct communications and connections with consumers and shoppers — not only for one-way communication and messaging, but also to receive feedback, opinions and stories via communities, panels and even programming tactics. The best advice in this space is to keep evolving your toolkit as your resources evolve. It’s important to be uncomfortable trying new partners and gaining quick learnings — the good and the bad.

Best advice received in your career: Don’t be afraid to ask “why?” and if you want to lead change be mindful of having a solution or alternative ways to problem-solve when issues arise. Scenario planning and brainstorming solutions and new ways of making an impact has proven rewarding in my career.

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p2piq alicia crespin

ALICIA CRESPIN
Director, Omnichannel Retail Marketing, Target
Mattel

Biggest challenge right now: Currently, it’s shipping and inventory challenges, which are very much out of my team’s control. We’ve planned out to the best of our abilities and things are changing daily, which in turn is a whirlwind effect — [we] have to change the media, social, influencer, etc.

New marketing tactic used in the past year you’re keeping in your toolbox: Offers specific for same-day services. It’s a win-win. You are targeting your most loyal shoppers, plus you are alleviating margin pressure since there is no extra shipping expense. The Target shopper has already created this habit, so now it’s about maximizing those sales with a more strategic lens. 

Best advice received in your career: Self-advocate. You are the person responsible for your path. Of course, we have amazing managers to support it, but it all starts with you.

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p2piq ann green

ANN GREEN
Senior Shopper Marketing Manager
Bolthouse Farms

Biggest challenge right now: As shopping behavior shifted during the pandemic, we quickly adopted an omnichannel approach and activated full-funnel marketing programs both online and offline, such as influencer, retail media and e-commerce. Balancing the need to test and learn while delivering results has been challenging, but energizing at the same time.

New marketing tactic used in the past year you’re keeping in your toolbox: We’re focused on adding value beyond price to drive brand equity and engagement no matter where a shopper is on their purchase journey. We’re incorporating more social, value-added rewards and QR codes. Our field sales team is a tremendous resource to activate programs at the store level.

Best advice received in your career: Early in my career, a mentor sent me the quote, “I would not give a fig for the simplicity this side of complexity, but I would give my life for the simplicity on the other side of complexity,” by Oliver Wendell Holmes. Her point was to drill deep enough into the data to avoid the simple, but wrong insights that come from quick or careless analysis. It applies nicely to life also.

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