Shopper Marketing
Roles & Responsibilities
3.22.15
THE RELATIONSHIP FUNDAMENTALS
Meet Your Team
IN Customer Excellence Team
HQ &
Brand
Leads
Sophie Taczynski
Sr. Account Director
Customer
Excellence
Jeremy De Wulf
Account Director
WM, Sam’s Club,
Costco, BJ
David Adams
(temp)
Account Executive
WM, Sam’s Club,
Costco, BJs
MENU
David Adams
Sr. AE
Jeannie Sexton
Account Director
Target, Meijer
Diana Keller
Account Supervisor
Family Dollar,
Dollar General
Jocelyn Chiurco
(temp)
Account Supervisor
Kroger
Emaleigh Dudley
Account Executive
Program Execution
Reva Sydow
Sr Account Executive
Safeway/Albertsons,
HEB
Diana Keller
(temp)
Account Director
Ahold, Publix,
Food Lion
Danny Bowers
Account Executive
Program Execution
*Three members are temporarily helping with plans until the permanent member joins the team
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THE RELATIONSHIP FUNDAMENTALS
IN Scope of Work:
Customers Covered & Team Interaction
14 Retailers Managed by IN CET
Walmart
Sam’s Club, BJs, Costco
Kroger
Ahold
Publix
Food Lion/Delhaize
Dollar General, Family Dollar
Safeway/Albertsons
HEB
Target
Meijer
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IN CET Roles & Responsibilities to support SMM & RSMs
Customer/
Shopper Insight
Integration
IN CET: Owns relationship between R&B and IN Insights. Determine when and where
insights are needed for 2016 plans. Work closely with team to develop program strategy for
customer delivery.
Shopper Plan
Development
IN CET: Work w/RSM to identify key customer objectives including State of the Business,
What’s working what’s not, Trade Effort Priorities, SM effort priorities and key customer
planning meetings/timelines for planning year over year. IN CET will contribute to brief build
with SMM, own relationship with IN concepting, creative, and insights team. IN CET will
manage Shopper Marketing Planning for 14 customers by gathering information, providing
plans and recommendations and/or requests and securing SMM approval on all plans.
Program
Management,
including
execution
Budget
Management
Sell In Support
IN CET: Manage assignment brief creation and own master planning and concepting timeline
development for full plan delivery. IN CET will secure SMM consideration, review and
approval before finalizing plans or program execution. IN CET owns execution of total SM
plan for 14 customers. Ownership of each program includes execution timeline , material
development and delivery of all files to retailer for final approval, production and delivery.
Own program re-cap schedule and review.
IN CET: Own Top-line Budget Reporting to SMM. Own and manage budget estimation,
obtaining approvals, entry into Intrack, reconciliations, and monthly reporting to SMM. For all
SM funded programs, invoices and deductions need to be provided to IN CET for monthly
reconciliation & tracking.
IN CET: Develop and own final delivery of sell-in deck to RSM’s for customer delivery.
Represent SM in customer sell-in, as needed, in tandem with SMM. There is no travel budget
so most attendance will be via conference calls.
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CET to reach out to
brokers for all customer
specific information
including but not limited
to:
- SKU info
- Trade Activity
- Price Promos
IN CET team to work with
RSMs on initial stage of
program development
Plans to be approved by
Sigrid prior to being
shared with RSM. Then,
move to retailer
presentation.
RSMs and CET
revise/finalize as needed
based on retailer
feedback/requests
Retailer Communication
IN CET will send recap
notes to RSM & Sigrid
within 24hrs
Brokers included in
weekly RSM/IN CET calls
Program Development
Weekly R&B RSM and IN
CET meetings
Broker Communications
Ongoing RSM Meetings
Ways of Working: Sales Team & IN CET
Retailer presentations led
by RSM, with IN CET
support
IN CET team to lead all
communication as it
relates to execution, with
RSM/broker support, as
needed
Final plans with budgets
to be approved by Sigrid
and handed off to IN CET
for execution
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Approval & Management Process
Retailer Specific
Category
Solution
Non-Retailer
Specific Category
Solution
Brand Specific
Activation Request
through Sales
(from Customer)
Brand Specific
Activation Request
through Brand
R&B
RSM/Broker
BRAND or RSM
RSM
BRAND
R&B
SMM
SMM
SMM
SMM
IN
IN CET
Insights & IN CET
IN CET
IN CET
R&B
SMM,Category &
Customer Mgr
SMM, Category
Mgr & Brand
SMM & Brand
SMM & Brand
IN
IN CET, Insights,
Creative,
Concepting
IN CET, Insights,
Creative,
Concepting
IN CET, Insights,
Creative, Concepting
IN CET, Insights,
Creative, Concepting
Who approves
program?
R&B
SMM
SMM
SMM
SMM
Who manages
execution?
IN
IN CET
IN CET
IN CET
IN CET
Program Type
Who submits
the Request?
Who leads the
request (owns &
manages)?
Who has input?
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Retailers Covered under Menu Marketing
Northeast
A&P- $10
Golub- $6
DeMoulas
Bozzutto's
Krasdale
Wegmans
Shaw’s
White Rose
Gen Trading
Jetro
Mid-Atlantic
C&S South
Merchants
Ingles
Acme
Weis
Wegmans
KVAT (M-M)
AWI
Pig Ala
Marc Glass
AG NE
Olean
Tops
C&S
Wakefern
Mitchell
AG La
W.Lee Flower
Southeast
Olean
Tops
Laurel
Giant Eagle
Southeast
BL/WD
AG Fl
Associated
Northwest
Winco
HyVee
Savemart
SSI
Associated
Fareway
C&S West
Albertson Utah
C&S Hawaii
Albertson Or
Southwest
Stater
Grocers Supp.
Brookshire
Smart & Final
Affiliated
Albertson Pho
Albertson Soc
Bashas
Affiliated Pho
United Sup
Central
Spartan
Central Gr
Alb- Jewel
Roundy's
Schnucks
Certco
Pig M-W
Kmart
Dot
Marsh
Save a
URM
Food4less
Lot
Long's Drug
Unified Grocers Supervalu
Albertson’s Mid Mountain AWG
Haggens
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Menu Marketing- Tier 2 & 3 Customer Programs
IN will partner with R&B Foods to develop a Menu Marketing system supporting Ragu and
Bertolli. Menu marketing support will include development of turnkey shopper marketing
platforms. Platforms will be developed for use at Tier 2 & 3 customers, as listed on the previous
slide. Tactics for each platform will be developed, uploaded and available for ordering via the
Menu Online Ordering Portal.
• In will develop insight driven MENU MARKETING platform concepts and creative based on
key drive times, overall corporate, product segments and specific brand objectives.
• IN will develop and execute all MENU MARKETING platforms developed through online
system with offline production through preferred vendors, and handle program storage and
fulfillment.
• Each R&B RSM/Partner Brokers will have a unique log in to the portal for developing
programs and ordering. Ordering steps include Intuitive tactic selection with some level of
customization; retailer specifications for POS will already be built into the system.
• Anticipated System Roll Out May 2015
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Incremental Program Request Process
RSM to fill out
the “Payback”
form for any
incremental
opportunities.
Submit to
Sigrid, Sophie
and IN CET lead
Sigrid & team to
review each
opportunity and
provide
feedback/approval
(72 hours required)
Once
approved,
RSM to work
with CET to
develop and
finalize
program
IN CET to
lead program
development
and
execution
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