NAME:
Yelena Idelchik

CURRENT POSITION:
Shopper Insights and Category Management Team Lead – Hygiene US

COMPANY:
RB

TENURE WITH CURRENT COMPANY: 
12 years

YEARS OF INDUSTRY EXPERIENCE:
25

GIVE US A BRIEF HISTORY OF YOUR CAREER.
I got my BS in Business Administration from CU Boulder and an MBA from NYU Stern School of Business. I started my career on a traditional brand management track, first at J&J, then Mondelez and later Colgate-Palmolive. My career then evolved into Shopper Marketing and ultimately Category Management & Shopper Insights at Coty Beauty and finally RB, where I have responsibility across 16 categories and RB’s top 10 US customers.

WHAT HAS BEEN THE BIGGEST LEARNING EXPERIENCE OF YOUR CAREER?
I have always strived to learn and accept agility, never complacency. I also believe people make a difference – align with your teams and build alliances across functions to drive the most value and excellence in your work. Also, surround yourself by smart and happy people – it makes you better. I’ve also learned that breadth of knowledge is more valuable than depth – it gives you greater perspectives and drives more respect for those around you.

WHY ARE YOU EXCITED TO BE PART OF THE SIMA BOARD?
The board members are all dedicated and knowledgeable professionals who elevate my craft. This is a humbling experience, but also inspiring. Having a group of people who understand and share your passion and appreciate what you go through to achieve success is very valuable.

WHAT ROLE DO YOU SEE THE SIMA PLAYING IN THE CPG AND OVERALL RETAIL INDUSTRY?
Defining the role of shopper insights and evolving the objectives of and tools for the function.

WHAT IS THE MOST IMPORTANT THING THAT NEEDS TO BE ADDRESSED IN THE SHOPPER INSIGHTS DISCIPLINE GOING FORWARD?
The ever-changing role and evolution of the function as business and shopper behaviors transform.

HOW ARE YOU THINKING ABOUT THE NEXT 3-5 YEARS IN RETAIL?
I expect shopper insights will become even more important in everyday business functions, addressing and fueling category strategies and playing an integral role in all retail customer engagements.