Relationship Marketing

Welcome and Introductions 
Pamela Gross - ANA

I. Leveraging Loyalty Data Beyond the Walls of Retailers (11:10am-11:45am ET)
Retail loyalty programs build troves of data which influence product assortment, promotions and more. But today, retailers are extending the benefits of first-party data to their supplier brands through retail media. Kroger Precision Marketing recently launched a private marketplace which allows supplier brands to leverage loyalty data in programmatic advertising. In this session with Kroger Precision Marketing’s SVP, Cara Pratt, discover how retail media is driving real business outcomes for brand advertisers.

Speaker:
Cara Pratt, Senior Vice President, Commercial & Product Strategy - Kroger Precision Marketing | 84.51°

II. How Hot Pockets is Reaching Gen Z Consumers Through Gaming (11:50am-12:25pm ET)
In this session, Nestlé USA’s Bryan Waddell will discuss how Hot Pockets doubled down on its investment in esports & gaming and launched Pockets 4 Bits - a campaign that rewarded gamers with Twitch Bits, and ignited the brand’s strategy in engaging with the teen and young adult demographics. Learn what it took to bring this program to life, how it performed, and where the brand is headed with this consumer group.

Speaker:
Bryan Waddell, Head of Creators, Gaming and Esports at Nestlé USA

III. Leveraging Next Gen Tech to Drive Personalization at Scale (12:30-1:05pm ET)
We are constantly keeping our finger on the pulse of what’s now, what’s new, and what’s next to better connect with our consumers. To accomplish this, we’re actively collaborating with innovative, forward-thinking startups that help us better connect with our hyperconnected consumer to drive our business forward. That’s the mission behind our launch of PepsiCo Labs: Find the most promising partners, rapidly pilot their technologies, and scale the most successful with speed and efficiency to help us become faster, stronger, and better. In this session, you’ll learn more about our pilot programs with several new platforms and hear how they’re driving positive change for PepsiCo.

Speaker: 
Kate Brady, Senior Director, North America & Global Media & Consumer Data and Head of Media Innovation & Partnership Development - PepsiCo, Inc.

Closing Remarks 

**Schedule subject to change 

SPEAKER BIOS

Cara Pratt
SVP, Kroger Precision Marketing
84.51°

As Senior Vice President, Commercial & Product Strategy for Kroger Precision Marketing, Cara Pratt ensures consumer packaged goods partners & their agencies have a robust, high-impact product mix to execute brand activation plans and drive measurable growth. Cara leads her team in combining the power of Kroger’s first-party data and leveraging brand equity and creative assets to produce more effective advertising investments for brands.

Prior to 84.51°, Pratt held multiple leadership roles with dunnhumby USA during her 12-year tenure, including her most recent as Senior Vice President of Specialty Retail & Sector Expansion. In this role, Cara focused on loyalty design, price and promotion optimization, and direct-to-consumer activation in retail and new sectors.

Pratt holds a Bachelor of Arts in Economics from Denison University. She’s also on the board of trustees for Mount St. Joseph University and a member of the Network of Executive Women in Cincinnati.


Bryan Waddell
Head of Creators, Gaming and Esports
Nestlé USA

Bryan Waddell is a decision-maker and calculated risk taker. Well-versed in all things CPG, the senior level marketing manager holds C-suite experience and specializes in the development of meaningful experiences for brands to connect and engage with their stakeholders. Over the last 10 years, he has focused on getting brands excited about bridging digital and physical worlds through uniquely integrated influencer, experiential and partnership programs across North America.

Currently, he serves as Head of Creators, Gaming and Esports for Nestlé USA’s Center for Marketing Excellence. He deftly services household name CPG brands across the global brand’s portfolio including Stouffer’s, DiGiorno Pizza, Hot Pockets and others. He also lends his industry expertise to Nestlé USA’s companywide innovation directives.

Previously, Bryan was the COO for Civitas Marketing and, prior to that, was the Executive Director for Artists with Machines in Columbus, OH. Throughout the course of his career, he has worked a wide range of design, retail, digital marketing and consumer engagement projects and campaigns for some of the world’s largest brands including: Häagen-Dazs Ice Cream, Major League Soccer, REI, Chili’s, Dave & Buster’s, Pizza Hut, Victoria’s Secret, EXPRESS, Bath and Body Works, Red Robin, Kroger and Wendy’s.

Bryan holds an M.A. in Emergent Digital Practices from the University of Denver and a B.F.A. in Studio Arts from Kent State University.

Kate Brady
Senior Director, North America & Global Media & Consumer Data, Head of Media Innovation & Partnership Development
PepsiCo, Inc.

With over 20-years in marketing and more than 11 years with PepsiCo, Kate works across the Global PepsiCo portfolio of brands to identify new and emerging opportunities across publishers, platforms, and tech to better engage with consumers in new and creative ways. Kate is responsible for piloting and scaling new partnerships across the Business Units. Kate and her team also lead our Global Media JBPs with our largest media partners and leverages their scale to drive significant value-add opportunities. In this quickly evolving media space, Kate is on point across PepsiCo disseminating emerging trends and embedding best practices.