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Who’s Who inCUSTOMERTEAMSat KrogerAs seen in
Five Tips for Working With KrogerBy Evan Anthony1. Approaching (and collaborating with) KrogerDevelop a deep understanding of Kroger’s “customer first” strategy. Your idea must support and/or help drive Kroger’s four keys: “The shopping experience makes me want to return;” “I get theproducts I want, plus a little;” “prices are good;” and “people are great.” There needs to be a measureable customer and business benefit. Customize your approach/idea to Kroger; no genericpresentations. Be a collaborator on “where the customer is going.” Have passion for your idea.2. Presenting brand-centric ideas/programsUnderstand the brand personality of all the Kroger division banners. Meet with the “influencers” at Kroger. Spend time reading as much public and provided information as you can onKroger. How will Kroger benefit by helping you build your brand?3. Supporting Kroger-led marketing programsGet to know the owners; do your homework. Don’t wait; offer ideas in advance and be relentless. Learn from Kroger and decide where your product, idea and/or service provide incremental value. Look for ways to enhance the Kroger-led program.4. Working within the Kroger loyalty programUnderstand the rules of engagement and where you can add value while meeting your business objectives. Your goals must align with Kroger customer goals. Most CPGs have strong innovation and thought leadership, so leverage it. Look for underserved segments of the loyaltyprogram plus emerging trends with all customer segments.5. What to avoid – the don’tsBe careful when circumventing the protocols and politics of the company to expedite a projector spur a decision. Don’t be self-serving; ideas need to be win-win. Be prepared, anticipate objections and get to your objective. Don’t underestimate your competition. Don’t fall into tryingto “buy” the business, focus on “earning” it!Evan Anthony is the former vicepresident-corporate marketing &advertising at Kroger. A 2012 Path toPurchase Institute/Shopper MarketingHall of Fame inductee, Anthony retiredin 2013. He now works as a consultant.www.edaconsultingllc.com2
WHO’S WHO IN CUSTOMER TEAMS AT KROGERAnheuser-Busch InBevshopper marketing plans in coordinationwith key consumer marketing initiatives tolead and maximize category growth.JOE SAMEL, SeniorTrade MarketingManager – NationalRetail SalesKIMBERLY HUMANN,Shopper MarketingManagerSamel leads the planningand customization of allnational programming for ABI in Kroger.Whether partner programs, key initiatives ortheme events, he leads the marketing andtrade marketing efforts, driving retailer andinternal focus on execution and sales targets.Humann develops shopperprograms based on insightsthat align to both brand andKroger strategies. She is responsible for strategy, planning and execution. Her 14-year tenureat Barilla has included various roles in consumer promotions, public relations, event marketing and channel marketing, with the past fouryears dedicated to shopper marketing.Bacardi USABRIAN SEDRA,Director, NationalRetail SalesBeiersdorfSTEVE ECKES, Senior NationalAccount Manager – KrogerHaving spent time at General Mills, Coors Brewing Co.and at Treasury Wine Estates, Sedra joined Bacardi in 2012 and nowleads the strategic direction of the Bacardibusiness teams for Kroger and several othercustomers with headquarters in the EasternU.S.Brown-FormanAMY ARMSTRONGSMITH, NationalAccount Manager –KrogerSmith has more than 25years of experience inconsumer product sales and has spent thepast 15 as a national account manager calling on Kroger. She joined Brown-Forman in2007 and is responsible for the creation andexecution of the sales strategy for the company’s portfolio, aligning with Kroger’s goalsfor growth.Barilla America Inc.DAVE GAJUS, NationalAccounts Manager,Kroger Team LeaderWith a 17-year career atBarilla, Gajus has spent thepast 10 years leading theKroger team, responsible for the development and execution of its strategic sales and3
WHO’S WHO IN CUSTOMER TEAMS AT KROGERNICK MENDOZA,Senior Manager,Shopper Insights,National GroceryBumble Bee SeafoodsTOM HALE, RegionalSales Vice President –National AccountsMendoza manages and directs primary and secondaryresearch projects to develop the company’sshopper and category strategies withinKroger as well as with other key nationalretailer partners.Hale is charged with strategically aligning thecompany’s goals with theKroger “Customer First” strategy. The teamswork together to bring the best seafood inthe world to the tables of the Kroger shopper. Prior to joining Bumble Bee, he spent 18years in strategic sales leadership positionswith Mars Chocolate and Mars Petcare.ChobaniSEAN BLACKMORE,Director of Sales,Kroger TeamBush BrothersPrior to assuming this position last July, Blackmorespent 12 years in customerleadership and general management roleswith PepsiCo/Frito-Lay. He now leads across-functional team with the mission ofproviding omnichannel solutions that alignwith Chobani, Kroger and the category.KATE HOWARD, National SalesManager – Team Lead KrogerCampbell Soup Co.CHRIS HURLEY, SalesTeam Leader – KrogerHurley is responsible fordeveloping and overseeing the implementation ofstrategic plans for Kroger.He heads up Campbell’s operational and strategic joint business plans. He worked at E&JGallo Winery and Dr Pepper Snapple Groupprior to joining Campbell Soup, where he hasserved in various shopper insights/categorymanagement and sales roles.Clorox Co.TIM MCCLINTON, National AccountManager – Kroger TeamCoca-Cola Co.MIKE CINQUE, President, KrogerTeam, Coca-Cola Refreshments4
WHO’S WHO IN CUSTOMER TEAMS AT KROGERVAN TAYLOR,Assistant VicePresident ShopperMarketingto both Kroger’s overall strategies and objectives as well as ConAgra’s annual operating plan. He has also worked at PepsiCo andHershey Foods in a variety of sales, shoppermarketing and category management roles.Serving on the Kroger teamfor the past seven years,Taylor leads the group responsible for thestrategic development and execution ofshopper marketing plans and support ofnew product launches across the company’sportfolio of brands. His team’s activationspans both national and locally relevantevents across the retailer and all divisions.CrayolaCARMEN BARNES, CustomerBusiness Manager – KrogerBOB FRIEND, Team Leader, Food &DrugCrown ImportsConAgra Foods Inc.TODD GELETKA, Director,Team Lead – KrogerLAURA CHIN, VicePresident of Sales,Kroger TeamDiageoChin is responsible forleading a cross-functionalteam executing the jointbusiness plan and developing strategic marketing programs at Kroger. Prior to joiningConAgra, she also held a variety of roles atMonster Energy Drink, PepsiCo, Diageo andAltria.DAVID LUND,Director of SalesLund, who has spent thepast 14 years at Diageo, isaccountable for all beer,wine and spirits sales within Kroger stores.His primary responsibility is to establish andmaintain collaborative business partnershipsbetween Diageo, Kroger and the company’swholesalers so that all three meet theirbusiness objectives. Prior to joining Diageo,he worked at General Mills for eight years.Before that, Lund served as an armor officerin the U.S. Army.KEN GRONHOLM,Senior Director,Shopper Marketing,Kroger TeamGronholm drives the strategy and tactics to deliver on“value beyond price” ideas that are aligned5
WHO’S WHO IN CUSTOMER TEAMS AT KROGERDole Food Co.Ghirardelli Chocolate Co.CHRIS DREIER,Vice President ofSales – Kroger TeamCHRIS ATKINS, TeamLeader – GroceryMidwestDreier has served as theKroger team leader for thepast three years, responsible for leading a cross-functional team,executing sales plans and implementingshopper marketing programs for the retailer.Atkins has spent sevenyears with Ghirardelli, serving as Kroger and Meijer’steam leader for the past two. He is responsible for leading and executing sales andstrategic marketing programs at both customers. Prior to joining Ghirardelli, he alsoheld sales roles at ConAgra Foods, Diageoand Acosta.Dr Pepper Snapple GroupCAROLYNE KLUG, ShopperMarketing ManagerHallmark CardsJ. LYNN MARTINEZ,Vice President & TeamLead, KrogerSTACEY HOWE, National AccountManagerMartinez leads the DPSGbusiness and people togrowth by partneringwith Kroger centrally and divisionally anddeveloping the team for both national andregional coverage and execution. She isresponsible for building joint business planswith Kroger and its banners to drive top line,revenue and profit.Heineken USADAVID EAHEART, National AccountDirectorANDREW FREEMAN,Commercial MarketingManagerFreeman is charged withdeveloping strategic customer- and channel-centricprograms for the Heineken brands based onshopper insights, category growth driversand path-to-purchase tactics. Prior to joiningHeineken, he worked in shopper marketingat Coca-Cola NA.Energizer HoldingsCHARLES “CJ” CRIDER,Team Leader – KrogerGERALD HULETT, Team Leader –Kroger, Energizer Personal Care6
WHO’S WHO IN CUSTOMER TEAMS AT KROGERHershey Co.shopper organization and partner to Krogerby creating customer-first, Kroger-customized turnkey shopper marketing programsthat leverage shopper insights and Dunnhumby data to deliver on the Kelloggbrands’ key objectives across all categoriesof business.JAMIE ANDERSON, Director,Category Strategy & Insights, KrogerTAMAR LIVNEH, ShopperMarketing ManagerBENJAMIN STOFFEL,Team Leader, KrogerKRISTIN ENGLER,Shopper MarketingManagerStoffel leads a cross-functional team of sales, marketing, insights, finance andsupply chain. Leveraging 21years of multichannel experience, he strategically aligns his team to ensure strategiesand tactics are shopper-centric while drivingprofitable growth for Kroger and Hershey.Engler manages nationaland customized accountspecific programs at Kroger,including the development of insight-drivenplans, agency briefing and creative development, post-promotional analysis and management of the shopper marketing budget.Hormel FoodsMIKE ROSS, Senior Director ofSales – Morning FoodsMICHAEL WHITE, Kroger TeamLeaderOver the past seven years at Kellogg, Rosshas worked in multiple leadership positionsacross diverse customers and geographiesin both a sales and category managementcapacity. He currently leads the MorningFoods sales team on Kroger.Johnsonville SausageLAURA STAYER, ShopperMarketing ManagerCHRISTIE WILMER,Vice President ofSales – KrogerKellogg Co.JENNIFER CARTER,Director, ShopperMarketing, KrogerTeamWilmer leads the nationalKroger business for Kellogg.Prior to joining the company in September 2013, she held various salespositions at PepsiCo and Pepsi Beverages Co.Carter is responsible forleading the shopper marketing team to becoming a best-in-class7
WHO’S WHO IN CUSTOMER TEAMS AT KROGERKen’s FoodsKraft Foods GroupDAN WALLS, Kroger Team LeaderSTEPHANIE ADKINSON,Customer Business Lead – KrogerKeurig Green MountainREBECCAH RYBALSKY,Director, CategoryLeadership – KrogerTeamSUZY DOLLAK, Sales Director –Kroger TeamRybalsky is responsible forleading and evolving thecategory leadership and shopper insightson the Kroger team. In addition, she servesas the strategic retailer engagement lead forthe company’s Kroger team.Kimberly-Clark Corp.JACK HARNEDY, Director –Customer DevelopmentJEFF KJOME, Director –Shopper MarketingARIANA TURNER,Shopper MarketingManager, KrogerMars Inc.DREW DULMAGE, Vice President,Sales, Mars ChocolateTurner has been the shopper marketing managerfor Kroger working on thecompany’s family care brands for the pastthree years. She is responsible for workingcross-functionally with the customer, internal stakeholders and strategic partners todevelop strategies and activations that driveK-C business at the retailer.PATRICK GORMAN, National TeamLead – Kroger, Mars PetcareMELISSA LOZUKE, ShopperMarketing Manager, Grocery,Mars ChocolateMission FoodsLEAH WISE, ShopperMarketing Manager,KrogerJAY BASTIAN, KrogerSenior Team LeaderBastian oversees the company’s branded and private-label business acrossthe total Kroger enterprise.He is responsible for planning and implementing sales strategy to drive sales andultimately share.Wise is charged with developing and executingintegrated and strategicinsight-driven shopper marketing plans todrive sales and brand equity at Kroger.8
WHO’S WHO IN CUSTOMER TEAMS AT KROGERS. SCOTT KING, Team LeaderMondelez InternationalKing is responsible for the direction of a sixperson sales team in achievement of salesand share objectives at Kroger. He has alsoheld sales and account management positions at Quaker Oats and Ralston Purina.JAMIE CAVALLO,Customer VicePresidentCavallo leads the Krogersales team, responsible forall selling and retail marketing efforts to drive growth, share and profitability. Prior to his current role, he held salespositions at Kraft Foods and Nabisco.Nestle WatersW. BRIAN BRELLENTHIN JR.,Team Lead – KrogerKARA HABELFARNHAM, AssociateDirector of ShopperMarketingOcean Spray CranberriesJARED SCHINBECKLER,Kroger Team LeaderFarnham works crossfunctionally to understandbrand and category insights to build programming aligned to Kroger’s objectives.She began her career at Mondelez in 2013.Previously she was shopper marketing manager at Dr Pepper Snapple Group on itsKroger account team.PepsiCoRICH BLAZEVICH,Senior Director ofShopper MarketingBlazevich is charged withdesigning new marketingcapabilities for PepsiCo’sportfolio of brands at Kroger. His emphasis ison digital communications, social media ande-commerce. Blazevich previously held positions in brand management, innovation andportfolio marketing during his 12-year careerat Frito-Lay.Nestle Purina PetCareKEVIN HILL, Director, ShopperMarketingHill’s career at Nestle Purina has spanned 15years, with the last eight spent in shoppermarketing. He currently leads the grocery/value shopper marketing team and is alsothe shopper marketing lead for all Krogerefforts at the company.9
WHO’S WHO IN CUSTOMER TEAMS AT KROGERJOHN BOES, VicePresident & GeneralManager, Kroger Teamteam in delivering one of PepsiCo’s largestcustomers globally. His team consistentlypartners with Kroger in delivering joint business plans for accelerated growth supporting the retailer’s “Customer First” strategy.Boes leads the company’s 2.5 billion brand portfolioat Kroger, overseeing allsales, category management and shoppermarketing efforts. He began his career withQuaker Oats and has held various sales, salesplanning, category management, trainingand broker management positions beforejoining PepsiCo’s Kroger team 11 years agoas shopper marketing director. He also ledthe Quaker and Frito-Lay Kroger teams before assuming his current role.BRYAN JONES,Senior Director ofShopper MarketingJones has a broad background working acrosslarge brands includingPepsi, Tropicana and Gatorade, as well as inmultiple functions including shopper marketing, category management and consumer and shopper insights. He currentlyleads the team responsible for leveragingPepsiCo’s brands to grow its retailer’s brandsfor the grocery channel.NICOLE FLAVIN,Senior Director,Grocery ShopperMarketingPernod RicardFlavin leads Frito-Lay’sgrocery channel marketing strategy, brand development and activation. She and her team collaborate withKroger to deliver programs that drive jointmarketing objectives and volume, profit andshare goals. Flavin has more than 15 years ofbrand and shopper marketing experienceacross PepsiCo beverages and, most recently, snacks divisions.JEFF KIRKHOFF, Team Lead –KrogerPinnacle FoodsTIM REITH, Vice President –Kroger TeamSargento FoodsJOHN R. FROST, SeniorDirector/GeneralManager, Frito-Lay &PepsiCo, Kroger TeamDEXTER RUSSELL, Team Leader –KrogerFrost currently serves asteam lead of Frito-Lay’sKroger business, leading a cross-functional10
WHO’S WHO IN CUSTOMER TEAMS AT KROGERS.C. Johnson & Sontrade budget and profit targets. He headsup the business leadership and development of the Kroger sales organization forlaundry detergents and the laundry additives category. He also oversees management of trade promotion systems as wellas corporate strategic planning, Krogercollaborative planning, development andexecution of sales strategy, and customerexecution plans and promotions, and logistical planning.KATE HOFFMAN, Director,Kroger Team LeadBRIGITTE SHREINER, SeniorShopper Marketing ManagerSchwan’s ConsumerBrandsROB SCHULTZ, Senior Director,Sales, Kroger Team LeadTime Inc. RetailStorck USADAVID WHITEHEAD, Director –National AccountsBRENDAN BURKE, Kroger TeamLeadTyson FoodsSun Products Corp.MARK PURVIS, Vice President,Customer Development –Kroger TeamSTEVE LOGAN, KrogerTeam Leader, CustomerDevelopmentLogan is responsible foroverseeing the attainmentof all Kroger sales, share,UnileverKEN SPROUSE, Customer TeamLead, Foods – Kroger Copyright 2015. Path to Purchase Institute, Inc., Chicago, Illinois U.S.A. All rights reserved under both international and Pan-American copyright conventions. No reproduction ofany part of this material may be made without the prior written consent of the copyright holder. Any copyright infringement will be prosecuted to the fullest extent of the law.11
3. Supporting Kroger-led marketing programs Get to know the owners; do your homework. Don't wait; offer ideas in advance and be relent-less. Learn from Kroger and decide where your product, idea and/or service provide incremen - tal value. Look for ways to enhance the Kroger-led program. 4. Working within the Kroger loyalty program
