NAME:
Patti Horstmyer

CURRENT POSITION:
Manager, Shopper Insights

COMPANY:
Beech-Nut Nutrition

TENURE WITH CURRENT COMPANY:
7 years

YEARS OF INDUSTRY EXPERIENCE:
36 years

BRIEF CAREER HISTORY:
I started my career with Kraft Foods in sales. I moved every two years early in my career to gain experience calling on different customers and representing brands across the portfolio. I made the shift to Space Management, Category Advisement as the role was being developed. This led to Category Management and Shopper Insight roles where I have stayed for 20 years.

WHY ARE YOU EXCITED TO BE PART OF THE SIMA?
I am excited to be part of SIMA as it gives the industry highly relevant strategic insight. SIMA offers a platform for best practice sharing that is very valuable to all who are navigating the evolving behaviors of the Shopper.

WHAT DO YOU HOPE TO ACCOMPLISH WITH THE SIMA BOARD?
I hope to contribute learnings from my experiences that can be leveraged by the members of SIMA. As this very important area is being developed, I hope to help shape the standards of excellence in socializing Shopper Insights both internally in organizations and externally partnering with retailers.

WHAT ARE YOU MOST PROUD OF?  Career or personal or both.
Being on the forefront of developing the category management function at Kraft was very rewarding. As my career has evolved, I am proud to bring experience and perspective from both sales and marketing, field and headquarter roles. On a personal level, I am very proud of my family; we have been fortunate to share a love of skiing and traveling, creating some great experiences over the years.

WHAT IS THE MOST IMPORTANT THING THAT NEEDS TO BE ADDRESSED IN THE SHOPPER INSIGHTS DISCIPLINE GOING FORWARD AND WHY
I think the most important thing that needs to be addressed in the Shopper Insight discipline is how to bring together a holistic view with all the touch points available to shoppers; understanding the omnichannel world. Also, it is very important to define where the SI discipline fits within the organization and why it needs to be a priority. Developing best practice standards will help structure the conversations around the Shopper.