2018 Shopper Marketing Summit, March 12 - 14, 2018

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Importance of the Voice of Shopper in the Brand Planning Process

Date and Time: 
Wednesday, March 29, 2017 - 9:15am to 10:15am
Shopper Marketing Best Practices
Katie McElligott
Steve McGowan
Michael Tilley

Marketing is evolving. You can no longer create a national campaign and push that messaging across all communication vehicles. The integration of insights, sales, shopper, agencies, equity and consumer engagement personnel has never been more important. Mondelez International believes in an integrated approach to planning, big idea development and communications. Its core team leverages its respective functional expertise to make ideas smarter, bigger and ensure easier execution. By linking its marketing partners (equity and consumer engagement) with its shopper marketing team, and by bringing shopper (agency and sales people) early into the idea development stage, Mondelez drives success and ensures that ideas can be leveraged with its retail partners and excellently executed with its retail teams downstream. In this session, attendees will:

  • Learn how Mondelez runs connections planning and big idea development for the following year.
  • Discover why and at what stage it is important to infuse the voice of the customer/shopper into idea development.
  • Hear key lessons that Mondelez has learned over the past few years to apply moving forward.

Speaking at this Session

Katie McElligott

Creative Director
Geometry Global

Katie McElligott has worked in the retail landscape for over a decade, with a rich history of creating compelling work for the likes of P&G and McDonald’s. As the current creative leader on Mondelez, McElligott is passionate about unearthing thought-provoking shopper truths and transforming them into award-winning creative on both national and retail-specific levels. She loves pushing past the expected and finding ways to bring innovation to people at any point along their path to purchase. In her spare time, you’ll likely find her pursuing her passion and, well, shopping!  

Steve McGowan

Director, Shopper Marketing
Mondelez International

Steve McGowan has more than 20 years of brand marketing, sales planning, sales strategy and shopper marketing experience. He has worked at H.J. Heinz, Cadbury, Kraft Foods and Mondelez International. McGowan has been working in the shopper marketing space for the last eight years and currently leads the function for Mondelez USA. A frequent speaker at Path to Purchase Institute events, McGowan is a member of the Institute's Distinguished Faculty.

Michael Tilley

Associate Director, Shopper Marketing & Strategic Partnerships
Mondelez International

Michael Tilley oversees shopper marketing and strategic partnerships at Mondelez International, linking customer strategies and shopper insights with brand strategies and consumer insights. The global snacks company includes Oreo, Chips Ahoy!, Ritz and other worldwide brands. Tilley’s marketing experience spans 25 years at PepsiCo, Nabisco, Kraft and Mondelez International. A Southern Illinois University graduate, Tilley serves as executive in residence at its business school. He is also a faculty member of the Path to Purchase Institute.