NAME:
Ben James

CURRENT POSITION:
Director, Shopper Insights

COMPANY:
Nestle Purina PetCare

TENURE WITH CURRENT COMPANY:
18 years

YEARS OF INDUSTRY EXPERIENCE:
18 years

GIVE US A BRIEF HISTORY OF YOUR CAREER.
I started my career with Nestle Purina in sales, calling on independent pet specialty and farm & feed stores before moving into analytic and category management roles.  I’ve spent much of the last 12 years in various shopper insights roles, working with a broad range of retailers across Grocery, Mass, Pet Specialty, Value and Club channels.

WHY ARE YOU EXCITED TO BE PART OF THE SIMA?
Shopper insights is a relatively new discipline but increasingly critical for the success of manufacturer and retailer organizations. It’s exciting to have a hand in the development of the standards for our industry – it’s a rare opportunity that I’m grateful to be a part of.

WHAT DO YOU HOPE TO ACCOMPLISH WITH THE SIMA BOARD?
I hope to help establish a set of capabilities for shopper insights professionals. I hope to help elevate the profession within manufacturer and retailer organizations.

WHAT ARE YOU MOST PROUD OF?  Career or personal or both.
I’m most proud of the team of outstanding shopper insights professionals we’ve built at Nestle Purina.

WHAT IS THE MOST IMPORTANT THING THAT NEEDS TO BE ADDRESSED IN THE SHOPPER INSIGHTS DISCIPLINE GOING FORWARD AND WHY?
The most important thing that needs to be addressed is defining how the shopper insights discipline works in coordination with the category management function to drive category growth.