Take a look at our 2020 Breakout Speakers below.
There’s more to come so check back soon!

Check back often, as this page will be updated as speakers are revealed.

Raegon Barnes
Director, Category Leadership – Walmart

Nestle USA’s Transformation Strategy – Making the Impossible Possible!

As the advisor to a constantly-evolving retailer on multiple categories, hear how Nestle USA’s Walmart team has transformed its operation to become both more efficient and more effective. Utilizing technology, Nestle USA has transformed its Space Planning process from flat files to using technology on multiple categories over the last 12 months.

Scott Beck
Director, M.S. Customer Analytics Program

Topic 1: “SEMS: Student Employment Motivation Study.”

Topic 2: “Student Symposium.”

This session will showcase results of a study on how students feel regarding current recruiting practices, claims and promises. It will also highlight best practices for college recruiting today.

SUPER SESSION: Sponsored by Hershey, Pepsi & Walgreens

In this session, students from collaborating CMA Member Schools will present solutions for category management and shopper marketing opportunities for confections and salty snack categories at Walgreens stores.

Joe Beier
Executive VP Consumer & Shopper Insights

Harness The Power of Personalization

Delivering personalized products and experiences has the power to build consumer relationships and loyalty. But many brands and retailers are struggling to find solid footing on this tricky ground.  This session focuses on understanding the consumer benefits of personalization and profiling best practice marketplace examples of “personalization done right”, illuminating a best practice executional framework.

Zel Bianco
President

Minimize Tactical Reporting Tasks and Allow for Greater Strategic Analysis, Even With a Small Team!

This session will provide a real-world, down-to-earth and practical approach to assist your category and shopper insights team in minimizing the time to generate retailer-specific deliverables.

Katie Birdwell
Sr. Category Manager

Lost in the Dandelions – Unleashing the Power of Purpose

 

Are you lost in the weeds?  Are you struggling with the large amounts of data coming at you from multiple directions?  This session will identify the ways to avoid being ‘lost in the dandelions’ and offer tips to identify the ‘purpose’ of it all.

Burt Boudreaux
Category Manager – National Accounts

Minimize Tactical Reporting Tasks and Allow for Greater Strategic Analysis, Even With a Small Team!

This session will provide a real-world, down-to-earth and practical approach to assist your category and shopper insights team in minimizing the time to generate retailer-specific deliverables.

Luke Custer
Manager, Insights & Analytics

Getting ‘Big’ Shopper Insights Results from ‘Small’ Insights Teams

Are you tasked with bringing big ideas to the table even with a small team and minimum resources?  Hear how some top companies are doing it!

This session will explore the results from the SIMA-led Shopper Insights Share group; discussing key take-aways from this group as they identify both challenges and opportunities.

Adam Dinihanian
Sr. Manager, Category Development

The Value of Loyalty Card Data for Tracking New Item Launches

Retailer loyalty card data is a valuable resource throughout the brand/item launch process to help grow your brand and the category. In this session, we’ll look at the pre-and-post-analysis timeline, with a specific lens on Wakefern’s Price Plus Insights loyalty card data platform, and how Edgewell has partnered with Wakefern to use it for their own business.

Phil Deconto
VP Category Management & Shopper Insights

From Silos to Aligned Revenue Success: Breaking Down Operational Barriers Between Manufacturers and Retailers with Better Data Analytics

After years of compounded disruption and profound change to the retail business, manufacturers and retailers are entering a new decade at a crossroads. The use of data has transformed the industry and has the power to renew the manufacturer-retailer relationship. Yet 64% of retailers and manufacturers still describe joint planning and shared accountability to be inefficient. Improved collaboration across e-commerce, assortment, success tracking, inventory, personalized marketing and promotions has the potential to drive real revenue impact and is urgently needed.

How can retailers and manufacturers work with one another in order to anticipate the consumer’s needs and capitalize on opportunities for growth?

This 30-minute panel discussion with CPG manufacturers and retail experts covering category management, trade marketing, and brand management will delve into what’s holding back manufacturer teams and how they can break down internal silos. Bridging technology investment with execution to become a data-driven enterprise is what manufacturers must aim for, and what retailers expect from them. The panel will explore how better-optimized manufacturer operations can profitably improve their retailer relationships using the right data, analytics, and planning tools.

Session attendees will learn how to:

  • Make plans profitable by using tools that enable the right assortment and pricing decisions to meet shoppers needs, strengthen retail partnerships, and maximize revenues
  • Improve internal and external processes to minimize time spent on developing plans
  • Allocate more time to collaboration and negotiation with retailers in a transparent environment to align on business (revenue) goals

Moderated by Paul Morgan, VP of Sales Effectiveness and Strategy, Nielsen

Panelist include:

  • Bethany McDonald, Sr. Manager CMI Analytics, Mars Pet
  • Phil DeConto, VP Category Management & Shopper Insights, Ferrero
  • Tyler Thompson, Category Manager, Huhtamaki

Bess Devenow
Director, Marketing

A Perfect Pair: Using Receipt and Survey Data to Understand the Groceries that Fill Consumer Shelves

With the emergence of delivery services, meal kit boxes and the like, consumers now have more paths to explore as part of their purchase journey.  How are these developments impacting purchase behavior and how does this behavior differ by channel? After examining trends in verified grocery receipt data, this team gathered further consumer insights in grocery shopping tendencies and factors contributing to the what, where & why behind the buy.

Tom Erskine
CEO

Driving Higher Sales with Planogram Execution in Stores

Maybe you’ve got the tools and processes to create assortment and space plans that will achieve your sales plans. Does any of this matter if the store isn’t executing upon your space plans? Join JDA and One Door as they discuss how leading retailers connect planogram creation with execution to save time in stores, ensure store compliance, and drive sales.

Britt Fogg
Founder/CEO

Answers to Questions You Didn’t Even Know to Ask

The analytics journey started with Decision Support, evolved to Business Intelligence, then layered in Data Science. Today, it’s Modern Business Intelligence. The next leg of the journey will take us to A/I Augmented Business Intelligence. This session will cover best-in-class work in partnership with Nestle Purina, and how Augmented Analytics is changing the game.

David Formosa
Director, Business Solutions

Take Control of Planogram Automation — There’s a Way!

Join Ashley from Cargill in a discussion of how her team survives delivering planograms for both Walmart and Sam’s Club in a flat-file world. Hint – it’s a combination of Cantactix MissionControl software and a proactive approach of being ready for problems before they arise.

Mary Gahan
Dir Category Management & Shopper Insights

The Impact of Self-Care in the Current & Future Retail Landscape and the Role of Store Brand

The session will look at defining the emerging self-care movement in the retail landscape and understanding the motivations and enablers that drive consumers to take control of their own wellness. We will also deep-dive in the OTC category and the role of Store Brand.

Molly George
Sales Category Management Specialist-Sports & Fitness

‘Active Living’ Aisle Transformation: An Opportunity for Sales & Category Leadership

The Sports Nutrition category is poised for double-digit growth over the next five years. How shoppers shop the segment will evolve as health and nutrition trends continue to shape consumption habits, both in and out of the home. With invested commitment for the brand, sales and category teams can establish leadership within the active living space by implementing rigorous planning principles and optimizing the shelf and aisle for a truly transformative shopping experience in-store.

Larry Gray
Shopper Insights Lead

Getting ‘Big’ Shopper Insights Results from ‘Small’ Insights Teams

Are you tasked with bringing big ideas to the table even with a small team and minimum resources?  Hear how some top companies are doing it!

This session will explore the results from the SIMA-led Shopper Insights Share group; discussing key take-aways from this group as they identify both challenges and opportunities.

Jack Grum
CRO & Co-Founder

The Next Generation of Weather-Based Predictive Analytics

Weather Trends presents details of their long-range forecast methodology and analytics, featuring a discussion of how supplier and retail clients leverage Weather Trends Predictive Sales Demand Deliverables and the WT360 Business Web Portal.  Lance Lewis, Category Advisor from Helen of Troy, will be sharing best practices and commentary on how to best work with retailers from the client/manufacturer perspective.

Gina Hargrave
Head of Category Planning Solutions

Shelf Intelligence: the future of planogram compliance.

Learn how Shelf Intelligence technology enables field sales teams to immediately identify stock positions, share of shelf and planogram compliance through AI-powered image recognition, as well as generate enterprise reports to direct teams to opportunities on shelf.

Jim Harlan
Director, Category Development

AI (Audience Intelligence) & Next-Generation Category Managers

Category Management’s true strength will always be in influencing with data & insights and the biggest challenge is personally fully embracing this leadership and avoiding becoming stagnant & on auto-pilot with automation/ AI (Artificial Intelligence).

Ashley Herndon
Category Advisor, Team Lead

Take Control of Planogram Automation — There’s a Way!

Join Ashley from Cargill in a discussion of how her team survives delivering planograms for both Walmart and Sam’s Club in a flat-file world. Hint – it’s a combination of Cantactix MissionControl software and a proactive approach of being ready for problems before they arise.

Brian Hoffstedder
Director, Human Insights – Shopping Experience

Using “Human” Context to Create Influence

We live & work in a world driven by data and analytics, but we must never lose sight of the fact that in almost every data set we look at, there is a human being trying to tell us something.  It’s the “human” elements in our data that create powerful and compelling stories with which to influence decisions.  In this session, you’ll learn why “human” context is so important and how to use it to influence decisions.

Patti Horstmyer
Shopper Insights Manager

Humanize Data with Shopper Insights

This session will outline best practice for story telling with data. Multiple data resources are needed to tell a compelling story. The commerce landscape is evolving and will continue to drive change in how we interact with our customers. The Shopper journey is no longer a straight path. It is increasingly important for companies and retailers to know their shoppers through humanizing shopper insights. Making sure everyone on your teams is aware of the data resources available and how to leverage them is outlined in this presentation.  POS, Panel and Shopper card data examples are brought together to develop a story board.  Cross functional team efforts bring the best actionable insights together enabling you to achieve your goals to improve the customer shopper experience and increase sales.

Yelena Idelchik
US Category Management and Shopper Insights Team Lead
Hygiene & Home Division

Always Sharpening a Pencil: New Creative Approaches to Collecting and Recognizing Unique Shopper Insights

While Shopper Insights Management may not be an entire new subject, the ever changing shopper behavior requires constant innovation in how we ask questions, research and interpret data.  Today, “connecting the dots” between observations to make them actionable and unique is a merger of art and science.  RB is collaborating with top research partners to create unique research methods and help understand shopper behavior in store and online.  Together, we ensure that the data collected becomes the “gift that keeps on giving,” while driving value across our categories and customers.

Katie Kachnowski
Customer Insights Project Manager, Digital Commerce & Analytics

The Value of Loyalty Card Data for Tracking New Item Launches

Retailer loyalty card data is a valuable resource throughout the brand/item launch process to help grow your brand and the category. In this session, we’ll look at the pre-and-post-analysis timeline, with a specific lens on Wakefern’s Price Plus Insights loyalty card data platform, and how Edgewell has partnered with Wakefern to use it for their own business.

Lisa Kinney
VP of Customer Strategy and Merchandising Analytics

Attention Vendor Partners! What’s Your Role in Customer-Centric Retailing?

Learn about Albertsons’ journey in customer-centric retailing and category management; where they are and where they are heading. How are they evolving and measuring the health of their business? They’ll discuss how they are understanding the omni-channel customer and loyalty drivers. You will hear about practical applications of applying insights to drive changes in promotion planning, assortment and category strategy. Benchmark yourself with these insights!

Maureen Lawer
Senior Director, Data Solutions

A Perfect Pair: Using Receipt and Survey Data to Understand the Groceries that Fill Consumer Shelves

With the emergence of delivery services, meal kit boxes and the like, consumers now have more paths to explore as part of their purchase journey.  How are these developments impacting purchase behavior and how does this behavior differ by channel? After examining trends in verified grocery receipt data, this team gathered further consumer insights in grocery shopping tendencies and factors contributing to the what, where & why behind the buy.

Lance Lewis
Manager, Category Advisory Services

The Next Generation of Weather-Based Predictive Analytics

Weather Trends presents details of their long-range forecast methodology and analytics, featuring a discussion of how supplier and retail clients leverage Weather Trends Predictive Sales Demand Deliverables and the WT360 Business Web Portal.  Lance Lewis, Category Advisor from Helen of Troy, will be sharing best practices and commentary on how to best work with retailers from the client/manufacturer perspective.

Scott Maney
Retail Category Manager

Navigating the Perceived Demise of Fluid Dairy – Leveraging Shopper Insights for the Organic Farm to Table Story

Much has been written about the demise of dairy and fluid milk in particular. This session will focus on successful marketing from an Organic Farmer Owned perspective, the ‘State of Sales’ in fluid dairy, including headwinds in the category as well as highlighting several segments that are bringing growth and innovation.

Andy Mantis
Chief Business Officer, Market Insights

Best Practices in the Use of Ecommerce Alternative Data

Ecommerce is a rapidly growing channel for both brands and retailers. However, there are gaps in traditional data sources, like POS, used to track the market and help develop strategies. In this session, we will discuss the Ecommerce alternative data landscape and present a set of use cases from our work with brands and retailers that demonstrate the value of this data. In addition, we will discuss how Ecommerce alternative data can be integrated into an overall omni-channel strategy.

Todd McCourtie
Sr. Solutions Director

Driving Higher Sales with Planogram Execution in Stores

Maybe you’ve got the tools and processes to create assortment and space plans that will achieve your sales plans. Does any of this matter if the store isn’t executing upon your space plans? Join JDA and One Door as they discuss how leading retailers connect planogram creation with execution to save time in stores, ensure store compliance, and drive sales.

Bethany McDonald
Sr. Mgr CMI Analytics

From Silos to Aligned Revenue Success: Breaking Down Operational Barriers Between Manufacturers and Retailers with Better Data Analytics

After years of compounded disruption and profound change to the retail business, manufacturers and retailers are entering a new decade at a crossroads. The use of data has transformed the industry and has the power to renew the manufacturer-retailer relationship. Yet 64% of retailers and manufacturers still describe joint planning and shared accountability to be inefficient. Improved collaboration across e-commerce, assortment, success tracking, inventory, personalized marketing and promotions has the potential to drive real revenue impact and is urgently needed.

How can retailers and manufacturers work with one another in order to anticipate the consumer’s needs and capitalize on opportunities for growth?

This 30-minute panel discussion with CPG manufacturers and retail experts covering category management, trade marketing, and brand management will delve into what’s holding back manufacturer teams and how they can break down internal silos. Bridging technology investment with execution to become a data-driven enterprise is what manufacturers must aim for, and what retailers expect from them. The panel will explore how better-optimized manufacturer operations can profitably improve their retailer relationships using the right data, analytics, and planning tools.

Session attendees will learn how to:

  • Make plans profitable by using tools that enable the right assortment and pricing decisions to meet shoppers needs, strengthen retail partnerships, and maximize revenues
  • Improve internal and external processes to minimize time spent on developing plans
  • Allocate more time to collaboration and negotiation with retailers in a transparent environment to align on business (revenue) goals

Moderated by Paul Morgan, VP of Sales Effectiveness and Strategy, Nielsen

Panelist include:

  • Bethany McDonald, Sr. Manager CMI Analytics, Mars Pet
  • Phil DeConto, VP Category Management & Shopper Insights, Ferrero
  • Tyler Thompson, Category Manager, Huhtamaki

Jack Mitchell
Product Manager


How Anheuser-Busch is Forging New Paths in Space Planning to Win in a Disruptive Retail World

The complexities of retail are increasing more than ever, especially when it comes to beer. With one of the largest retail footprints, this category faces challenges due to disruption and the pace of change in product innovation and consumer expectations. In the midst of these demanding challenges, Anheuser-Busch has become a true retail partner. They have successfully pioneered strategies and efficiencies causing retailers around the globe to rely on them as agile thought leaders. Come hear how AB has leveraged the technology of Shelf IQ, helping them shift from turbulence to triumph.

Paul Morgan
VP of Sales Effectiveness and Strategy

From Silos to Aligned Revenue Success: Breaking Down Operational Barriers Between Manufacturers and Retailers with Better Data Analytics

After years of compounded disruption and profound change to the retail business, manufacturers and retailers are entering a new decade at a crossroads. The use of data has transformed the industry and has the power to renew the manufacturer-retailer relationship. Yet 64% of retailers and manufacturers still describe joint planning and shared accountability to be inefficient. Improved collaboration across e-commerce, assortment, success tracking, inventory, personalized marketing and promotions has the potential to drive real revenue impact and is urgently needed.

How can retailers and manufacturers work with one another in order to anticipate the consumer’s needs and capitalize on opportunities for growth?

This 30-minute panel discussion with CPG manufacturers and retail experts covering category management, trade marketing, and brand management will delve into what’s holding back manufacturer teams and how they can break down internal silos. Bridging technology investment with execution to become a data-driven enterprise is what manufacturers must aim for, and what retailers expect from them. The panel will explore how better-optimized manufacturer operations can profitably improve their retailer relationships using the right data, analytics, and planning tools.

Session attendees will learn how to:

  • Make plans profitable by using tools that enable the right assortment and pricing decisions to meet shoppers needs, strengthen retail partnerships, and maximize revenues
  • Improve internal and external processes to minimize time spent on developing plans
  • Allocate more time to collaboration and negotiation with retailers in a transparent environment to align on business (revenue) goals

Sue Nicholls
President

Topic 1: Developing Data Visualization Skills for Improved Storytelling.

Trends Analysis: Uncover Ways to Find and Understand Trends in Your Business for Growth Opportunities

Data visualization is one of the skills required for the development of better fact-based presentations and storytelling. It’s where art and science meet in category management and shopper insights – the data and analytics are the science, and it needs to work together with the visuals (or art) for great storytelling.  Join Sue Nicholls in this session to build your skills in data visualization and move from default graphs and diagrams and bullet points to diagrams, charts and visual metaphors that illustrate relationships and clarify concepts to reinforce your presentation points.

Identifying market trends is largely about keeping your ear to the floor and looking for approaching shifts of direction in global drivers and megatrends that then affect your industry / market / category / shopper. Sue Nicholls will walk you through ways to identify business trends using historical data, but will then focus on some drivers and megatrends (the bigger picture perspective) that gives much more meaning and significance to the trends you need to understand to identify business opportunities.

Zach Nicolaides
Shopper Insights

Next-Level Shopper Data to Own the Retailer Conversation

Find yourself disagreeing with a retail partner on the driver of a category decline? You’re not alone! Learn how Kraft Heinz took an innovative approach to solve this common business challenge (and elevate their retailer relationships) with omnichannel purchase data and qualitative survey insights from verified buyers of the category.

Nathan Noertker
Catman / SI Team Lead – Health

No More Nail Biting: How Always-On, Behavioral Data Empowered RB’s Shopper Understanding

How do shoppers make decisions? Manufacturers tracking shoppers’ pulse gain actionable data to evolve their shopper understanding. RB & NAILBITER partnered on an ‘always-on’ Videometrics Platform. Providing continuous behavioral insight allowed RB to provide value to stakeholders and measure impact of strategies on engaging with shoppers. Learn how the Platform provided insights, leading to meaningful answers to key business challenges.

Neil Norton
Integration Director

A/I: Answers to Questions You Didn’t Even Know to Ask

The analytics journey started with Decision Support, evolved to Business Intelligence, then layered in Data Science. Today, it’s Modern Business Intelligence. The next leg of the journey will take us to A/I Augmented Business Intelligence. This session will cover best-in-class work in partnership with Nestle Purina, and how Augmented Analytics is changing the game.

Gina Peterson
Senior Manager, Retail Experience

Creating Value in a Shopper’s World

Today’s shopper has many choices. From the physical shops around the corner to 24/7 shopping in their pockets, capturing and retaining their attention is a challenge for any retailer. That challenge is made more difficult by the speed at which the landscape shifts. With technological changes, evolving retail services, fresh fulfillment models and unique product offerings, some retailers feel as if they’re headed toward an uncertain future. Fortunately, there is a North Star for retailers to follow: The “Shopper Value Equation.” According to The Hershey Company, shoppers frequent the online and physical locations that most consistently provide value. Research shows that, on average, shoppers visit 17 retailers (either physically or online) each month, but only 12 percent of shoppers consider alternative retailers for each individual trip.

The reason? Over time, shoppers build loyalties toward retailers for specific shopping trips. Hershey shopper research shows that three key criteria converge to create the value equation shoppers use for determining retailer selection: spend, time and experience. Optimizing all three, and putting the most emphasis on experience, enables retailers to build baskets, drive trips and unlock growth. So how do retailers satisfy the Shopper Value Equation? It starts with a holistic approach, blending online and brick-and-mortar in ways that stay a step ahead of consumers’ evolving needs and expectations.

As part of this holistic approach, Gina will offer the audience three keys and underlying strategies to unlocking growth: Findability, Engagement and Personalization. During this session, you’ll learn more about the data behind the shopper value framework and how to activate against findability, engagement and personalization to improve shopper experience in physical retail.

All data comes from Hershey’s annual snacks retail report and the underlying shopper research that informs its content.

Vivian Polishuk
Senior Shopper Insights Manager

Strategic Utilization of Shopper Insights to Enhance Customer Collaboration

Shopper Insights have played a significant role in taking retailer partnerships to a new level of collaboration. During this session, a case study which highlights findings derived from panel and loyalty data analytics will be presented. The insights enhanced Clif’s status as a thought leader in the category, and provided fundamental dynamics which influenced the retailer’s approach to assortment and shelving strategies, accelerating the category’s performance.

Jeff Prewett
Senior Manager, Category Leadership Solutions

How Anheuser-Busch is Forging New Paths in Space Planning to Win in a Disruptive Retail World

The complexities of retail are increasing more than ever, especially when it comes to beer. With one of the largest retail footprints, this category faces challenges due to disruption and the pace of change in product innovation and consumer expectations. In the midst of these demanding challenges, Anheuser-Busch has become a true retail partner. They have successfully pioneered strategies and efficiencies causing retailers around the globe to rely on them as agile thought leaders. Come hear how AB has leveraged the technology of Shelf IQ, helping them shift from turbulence to triumph.

Rebecca Rosas
SVP Business Development

The Next Generation of Weather-Based Predictive Analytics

Weather Trends presents details of their long-range forecast methodology and analytics, featuring a discussion of how supplier and retail clients leverage Weather Trends Predictive Sales Demand Deliverables and the WT360 Business Web Portal.  Lance Lewis, Category Advisor from Helen of Troy, will be sharing best practices and commentary on how to best work with retailers from the client/manufacturer perspective.

Stacey Ring-Sanders
VP Category Management

VR Solutions Drive Improved Sales Training, Growth and Profitability

Kellogg’s use of virtual reality has evolved significantly over the past several years. Where it is still utilized to validate assortment, shelf, pricing and promotion tactics; they are now leveraging it to assist in retail sales force training. This allows them to drive cost savings, consistency and a smaller footprint to conduct training. Join Stacy in discovering new ways to leverage existing technology to win financially and drive capability.

Nick Sabala
SMARTeam

Attention Vendor Partners! What’s Your Role in Customer-Centric Retailing?

Learn about Albertsons’ journey in customer-centric retailing and category management; where they are and where they are heading. How are they evolving and measuring the health of their business? They’ll discuss how they are understanding the omni-channel customer and loyalty drivers. You will hear about practical applications of applying insights to drive changes in promotion planning, assortment and category strategy. Benchmark yourself with these insights!?

Avi Savar
President

Assumptions: An Equal Opportunity Destroyer

Today, innovation happens in months instead of years. Decisions need to be made instantly, but when companies rely on their own assumptions to keep up, they risk going extinct. Join Suzy President Avi Savar as he shares how to convert assumptions into knowledge using real-time insights — so you can de-risk at every stage and go to market with confidence.

Marty Siewert
Global Director, Shopper Insights

Using Shopper Insights to Execute Better in E-commerce

Growth through Ecommerce has been uneven across and within consumer packaged goods categories, especially alcohol.  With legal and logistic hurdles being lowered, we see tremendous opportunity ahead through customer partnerships focused on shopper needs to drive growth.  Join us for a discussion on these hurdles and opportunities, and how focusing on shoppers can drive category sales.

Susan Stacey
SVP, Retail & Consumer

Harness The Power of Personalization

Delivering personalized products and experiences has the power to build consumer relationships and loyalty. But many brands and retailers are struggling to find solid footing on this tricky ground.  This session focuses on understanding the consumer benefits of personalization and profiling best practice marketplace examples of “personalization done right”, illuminating a best practice executional framework.

Cheryl Straight
Retail Category Manager

Navigating the Perceived Demise of Fluid Dairy – Leveraging Shopper Insights for the Organic Farm-to-Table Story

Much has been written about the demise of dairy, and fluid milk in particular. This session will focus on successful marketing from an organic-farmer-owned perspective, the ‘State of Sales’ in fluid dairy, including headwinds in the category, and highlight several segments that are bringing growth and innovation.

Dan Strunk
SVP Certification & Education

Topic 1: SEMS Student Employment Motivation Study

Topic 2: Super Session: Student Talent Exposition

This session will showcase the results of a study meant to offer an understanding of how students feel regarding recruiting practices, claims and promises today.  It will also highlight  recommended best practices for college recruiting today

SUPER SESSION: Sponsored by Hershey, Pepsi & Walgreens

In this session, students from collaborating CMA Member Schools will present solutions for category management and shopper marketing opportunities for confections and salty snack categories at Walgreens stores.

Amishi Takalkar
CEO & Co-Founder

No More Nail Biting: How Always-On, Behavioral Data Empowered RB’s Shopper Understanding

How do shoppers make decisions? Manufacturers tracking shoppers’ pulse gain actionable data to evolve their shopper understanding. RB & NAILBITER partnered on an ‘always-on’ Videometrics Platform. Providing continuous behavioral insight allowed RB to provide value to stakeholders and measure impact of strategies on engaging with shoppers. Learn how the Platform provided insights, leading to meaningful answers to key business challenges.

Marc Taylor
VP of Data Science for Global Client Delivery

Case Study: How Nielsen Automates Category Insights With Augmented Analytics

Marc Taylor, VP of Data Science for Global Client Delivery at Nielsen, sought to create a system that would produce high-quality, fast, and unbiased category insights. With the power of AI, Marc has transformed a manual and time-consuming analytics process into real growth opportunities. Learn the steps Marc took to automate category insights with AnswerRocket’s augmented analytics— and how this automation can supercharge proactive decision-making for leaders in category management.

Sue Temple
VP Global CI Product Leadership

The “Always-On” Shopper Dynamic

What shoppers want in 2020 … to shop!  Their behavior is changing at an unprecedented rate due to immense retail disruption – not just online but also in the reinvention of real-world retail – and the explosion of media and information sources. Shoppers visit more store types, make more trips and create new missions, all underpinned by complex, yet subtle decision making.

Tyler Thompson
Category Manager

From Silos to Aligned Revenue Success: Breaking Down Operational Barriers Between Manufacturers and Retailers with Better Data Analytics

After years of compounded disruption and profound change to the retail business, manufacturers and retailers are entering a new decade at a crossroads. The use of data has transformed the industry and has the power to renew the manufacturer-retailer relationship. Yet 64% of retailers and manufacturers still describe joint planning and shared accountability to be inefficient. Improved collaboration across e-commerce, assortment, success tracking, inventory, personalized marketing and promotions has the potential to drive real revenue impact and is urgently needed.

How can retailers and manufacturers work with one another in order to anticipate the consumer’s needs and capitalize on opportunities for growth?

This 30-minute panel discussion with CPG manufacturers and retail experts covering category management, trade marketing, and brand management will delve into what’s holding back manufacturer teams and how they can break down internal silos. Bridging technology investment with execution to become a data-driven enterprise is what manufacturers must aim for, and what retailers expect from them. The panel will explore how better-optimized manufacturer operations can profitably improve their retailer relationships using the right data, analytics, and planning tools.

Session attendees will learn how to:

  • Make plans profitable by using tools that enable the right assortment and pricing decisions to meet shoppers needs, strengthen retail partnerships, and maximize revenues
  • Improve internal and external processes to minimize time spent on developing plans
  • Allocate more time to collaboration and negotiation with retailers in a transparent environment to align on business (revenue) goals

Moderated by Paul Morgan, VP of Sales Effectiveness and Strategy, Nielsen

Panelist include:

  • Bethany McDonald, Sr. Manager CMI Analytics, Mars Pet
  • Phil DeConto, VP Category Management & Shopper Insights, Ferrero
  • Tyler Thompson, Category Manager, Huhtamaki

Leslie Warshaw
President, Shopper Insights Mgmt. Assoc.

Getting ‘Big’ Shopper Insights Results from ‘Small’ Insights Teams

Are you tasked with bringing big ideas to the table even with a small team and minimum resources?  Hear how some top companies are doing it!

This session will explore the results from the SIMA-led Shopper Insights Share group; discussing key take-aways from this group as they identify both challenges and opportunities.

Tom Volk
Dept. Manager, Category Management

Where Legacy Retail Meets Modern Customer Experience

Leveraging customer data and shopper insights, Ace’s Category Management team led a cross-functional effort to transform the 95-year-old co-op retailer from neighborhood nut & bolt hardware store to highly engaging brick-and-mortar retail model anchored by a tireless focus on service, convenience, and quality and rejuvenated through an enhanced environment, space optimized floorplan, and focus on premium brands.

Jonathan Young
SVP, Consulting Division

Agile Category Management: Accelerating the Category Decision Making Process

As categories continue to blur and disruptive brands continue to gain footing, category management requires a new set of tools, data and skills. In this session, we’ll explore how data and technology can help build a more forward-looking category story. We’ll look at how real-time feedback and virtual reality can drive a faster, more informed decision-making process and help to drive category growth.