NAME: Scott Beck
CURRENT POSITION: Sr. Teaching Professor
COMPANY: Xavier University
TENURE WITH CURRENT COMPANY: 8
YEARS OF INDUSTRY EXPERIENCE: 39

GIVE US A BRIEF HISTORY OF YOUR CAREER.

My professional career has always been rooted in data and customer-centricity.  I’ve gained tremendous learning’s from brilliant colleagues in companies such as Kellogg Co., Keebler Co., IRI, Nielsen, dunnhumbyUSA, and 84.51°.  While sharing what I’ve learned in an academic environment wasn’t my plan, nevertheless it’s been incredibly rewarding.  Now I’m helping to deliver some amazing and needed talent back to our industry.

WHAT HAS BEEN THE BIGGEST LEARNING EXPERIENCE OF YOUR CAREER?

Customer-centricity.  Keeping the customer at the very center of every decision we make and everything that we do leads to the best outcomes for all stakeholders.  But that’s never done alone.  Colleagues and peers over time helped me polish my skills in this space.  I’ve learned so much from so many amazing people over time.

WHY YOU’RE EXCITED TO BE PART OF THE CMA BOARD:

CMA must continue to drive the dialogue and engage all stakeholders.  As our name implies, we have the right to play in this space and are accountable to provide a point of view.  Retail has always incorporated technology in the customer experience, operations, and disciplines such as category management.  CMA can help ensure we’re all doing the right things for shoppers with their data.

WHAT ROLE DO YOU SEE THE CMA PLAYING IN THE CPG AND OVERALL RETAIL INDUSTRY?

This is such a pivotal time in the retail industry as we fully embrace and are thrust into the omni-shopping world. It will require a whole new skillset built on top of the qualities I listed in my answer above, and the CMA can be at the center of that. Charting the path forward for Category Management by identifying the true impact of AI, retailer ecosystems and the very real impact that those changes have to a retailer’s economic model and a Category Manager’s career is a leadership opportunity that the CMA can fill.

WHAT IS THE MOST IMPORTANT THING THAT NEEDS TO BE ADDRESSED IN THE SHOPPER INSIGHTS DISCIPLINE GOING FORWARD?

Artificial intelligence that involves customer data, especially data mining.  As we develop further models moving forward in how we engage with shoppers, we need to ensure that we’re passionate about and focused on our shoppers and invite them into the process.

HOW ARE YOU THINKING ABOUT THE NEXT 3-5 YEARS IN RETAIL?

Giddy up!  The customer dataset will continue to expand and explode.  Our abilities to mine those data will help us shape and personalize that experience for our shoppers.  All stakeholders in the supply chain need to partner together to ensure we’re delivering to and exceeding our shoppers’ expectations.  Technology will drive us further and faster than ever before and we’ll need to be ready for it.