Name: Shannon Amundson
Title: Senior Director, DX Shopper Insights & Strategy
Company: PepsiCo
Tenure with Current Company: 6 years
Years of Industry Experience: 6 years CPG, 7 years retail prior to PepsiCo

GIVE US A BRIEF HISTORY OF YOUR CAREER.

I’ve always been a curious person and love to solve problems. Plus, I have a knack for numbers. This all led me to begin my career in Corporate Finance. I started at Intel then moved to Target where I learned that I love being in a world where the shopper was a direct part of the business. The move also confirmed that I like numbers, but more in the form of interpreting and telling a story from them, not just creating a model or forecast. These combined realizations ultimately led me to Category Management at PepsiCo.

In Category Management, I discovered a love for trying to help put shopper-based strategies into place. This discovery then had me looking to be part of the shopper insights function, so I could see how the insights came to life and help bring those learnings to others. I now lead the Demand Accelerator Shopper Insights & Strategy team.

WHAT HAS BEEN THE BIGGEST LEARNING EXPERIENCE OF YOUR CAREER?

Work is what you make of it so make is something you enjoy! You have the power to choose which roles/paths you pursue so pick things that you find interesting, keep you engaged, motivate you and make you happy. You also have the power to choose your work/life boundaries, so don’t be afraid to set them. If you’re happy in life, you’ll be happier at work and vice versa.

WHY ARE YOU EXCITED TO BE PART OF THE SIMA BOARD?

Now is an exciting time to be in the shopper insights world. The retail landscape and shopper behavior have both changed so rapidly over the past few years and will continue to evolve in the future. Being on the SIMA board connects me with other amazing leaders across the industry and has us looking to see how we can help organizations put the shopper first and continue to adapt as the world around us evolves.

WHAT ROLE DO YOU SEE THE SIMA PLAYING IN THE CPG AND OVERALL RETAIL INDUSTRY?

Helping organizations, including CPG and retail companies, put the shopper first in all parts of their product/selling journey. This means we need to help identify and share simple, repeatable methods and processes for all to leverage.

WHAT IS THE MOST IMPORTANT THING THAT NEEDS TO BE ADDRESSED IN THE SHOPPER INSIGHTS DISCIPLINE GOING FORWARD?

Making sure shopper insights aren’t an afterthought or only one part of the planning process. How can we make it easy to gain insights real-time and then embed them within our organizations continuously?

HOW ARE YOU THINKING ABOUT THE NEXT 3-5 YEARS IN RETAIL?

It’s going to be an adventure! We’re coming off a period of incredible change. People have created new habits and now, as the world around us hopefully settles down some, it’ll be important to understand not only which habits stick, but why. With that, retailers and manufacturers need to be ready to adapt and personalize experiences – knowing your shopper is no longer a nice to have, it’s an expectation.