NAME:
Robin Alex

CURRENT POSITION:
Group Head – Shopper & Customer Insights & Strategy

COMPANY:
Mondelēz International

TENURE WITH CURRENT COMPANY:
2.5 years

YEARS OF INDUSTRY EXPERIENCE:
15 years

GIVE US A BRIEF CAREER HISTORY:
My educational background is in engineering with a master’s degree in marketing research. I’ve held a variety of domestic and global roles in Shopper and Consumer Insights in the CPG space – Tyson Foods, The Hershey Company, Newell, and currently at Mondelēz International. I enjoy transforming and reinventing Insights functions to be externally focused, consumer/shopper driven and empathetic to Retailer’s growth aspirations. The combination of influencing and storytelling grounded in Insights, Analytics and Strategy is a space that always inspires me.

WHAT HAS BEEN THE BIGGEST LEARNING EXPERIENCE OF YOUR CAREER?
I once had the opportunity to stitch Insights & Analytics into the M&A framework. We built a consumer-centric model that empowered us to be proactive in the M&A space vs. reactive when evaluating M&A target candidates. That role was probably the most fulfilling, in terms of converting insights into action in a very unique way.

WHY ARE YOU EXCITED TO BE PART OF THE SIMA BOARD?
Shopper Insights has only been around for about 20 years or so. The pace of change that has occurred over the past 2 decades is beyond human comprehension. So, we need a set of standards for the Shopper space defined by the ‘foot soldiers’ who’ve weathered multiple storms. Who else but an experienced set of industry practitioners from a variety of different backgrounds and perspectives, to come together and build the guide for the next 20 years? I’m humbled to be a part of that group.

WHAT ROLE DO YOU SEE THE SIMA PLAYING IN THE CPG AND OVERALL RETAIL INDUSTRY?
The natural next step after setting the standards for Shopper Insights is to define roles and core competencies that are critical to the Shopper Org. And, if you think about it, that’s not been crafted for this space, except some general assumptions, let alone providing finer details for different levels of seniority. We need to craft that manual together. Thereafter, providing certification for different levels motivates our talent to learn and grow. Hopefully, it will be a gift that keeps on giving, and that is the role I see the SIMA playing.

WHAT IS THE MOST IMPORTANT THING THAT NEEDS TO BE ADDRESSED IN THE SHOPPER INSIGHTS DISCIPLINE GOING FORWARD?
Translating macro and micro shopper insights into Retailer Growth Opportunities with a test, learn, optimize and scale mindset should be our guiding principle. Better integration of Shopper Insights into the Sales and Planning process will be ever so crucial. We need to determine what a great JBP process could look like. It should begin with the Retailer’s Shopper and their Strategic Priorities.