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Media

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HOUSEKEEPING & INTRODUCTIONS (11 - 11:10 a.m. ET)

MEMBER DISCUSSION: HOW MARKETERS ARE PIVOTING & PAUSING ON SOCIAL IN RESPONSE TO THE WAR  (11:10 – 11:30 a.m.)

I. DANONE MAPS CTV AND OMNICHANNEL INVESTMENTS TO FIRST-PARTY SHOPPING DATA  (11:30 a.m. - 12:00 p.m.)
In this session, learn how Danone North America is continuously exploring the best ways to effectively reach consumers. Danone’s Director of Media Connections will share how the Oikos brand is utilizing purchase-based targeting on CTV to test how the retailer’s audience targeting performs with streaming partners. In this session, you’ll hear how purchaser data is allowing the brand to connect with more than 30% new-to-brand buyers and driving 50% of attributed sales.  

Speaker:
MK Woltz
, Director, Media Connections, Danone

As Director, Media Connections at Danone, MK is responsible for Media planning and buying for Coffee House Creations, Plant based and Premium Dairy business units. She also is responsible for portfolio media strategy across Video, Programmatic, Shopper/Retail Media and Search. With over 15 years in the industry, MK has experience working with large, national CPG brands as well as those with more of a local and/or regional focus. Most recently she worked at Integer for 9 years, where she led the media team in developing media strategy, plans and buys for multiple clients, including Starbucks Channel, Seattle’s Best Coffee, IZZE Juice and Red Robin. She is well versed in all areas of media with a focus and passion for developing creative media ideas. She led her team in producing award-winning work, receiving over 10 industry awards in the past 6 years.

II. VITAMIN SHOPPE ON BALANCING PRIORITIES WITH A LIMITED BUDGET (12:00 p.m. - 12:45 p.m.)
In this session you’ll hear from Nadina Guglielmetti, Chief Customer Officer at Vitamin Shoppe and formerly with L’Oreal, Pfizer and Estee Lauder, on driving distinct priorities within a limited marketing and media budget. The Vitamin Shoppe has multiple consumer paths to purchase- both a brick & mortar footprint as well as a strong DTC e-commerce platform. Additionally, there are private label brands and a strong assortment of third-party products to promote! Balancing these priorities can be challenging and requires a constant feedback loop and an iterative approach. Learn from Vitamin Shoppe’s lessons learned and best practices in this space. 

Speaker:
Nadina Guglielmetti,
 Chief Customer Officer, Vitamin Shoppe

Nadina Gulielmetti currently serves as Chief Customer Officer of The Vitamin Shoppe. In this role, she leads, develops and implements customer-focused strategies to enhance customer satisfaction, loyalty, and profitability. She oversees omnichannel marketing initiatives, which include brand and performance marketing, loyalty, customer insights, and customer relationship management. Additionally, she is responsible for managing digital commerce.

Ms. Guglielmetti joined The Vitamin Shoppe in 2017 and since that time has scaled a data-driven, customer-first strategy that drives innovation, efficiencies, and impact across key marketing processes and campaigns.

The Vitamin Shoppe, a subsidiary of Franchise Group Inc., is an omnichannel specialty retailer and wellness lifestyle Company with more than 700 directly operated stores, under The Vitamin Shoppe and Super Supplements banners, and an e-commerce business. Based in Secaucus, New Jersey, the Company offers a comprehensive assortment of nutritional solutions, including vitamins, minerals, sports nutrition, specialty supplements, herbs, homeopathic remedies, green living products, and natural beauty products.

Prior to joining The Vitamin Shoppe, Ms. Guglielmetti was a management consultant, an Executive Director at Engine UK on the Unilever account, and Chief Digital and Strategy Officer at Kaplow Communications. Earlier in her career, she held marketing positions of increasing responsibility at companies such as WE Communications, L’Oréal, Pfizer, and The Estée Lauder Companies.

III. UPDATE ON ANA PROGRAMMATIC MEDIA SUPPLY CHAIN TRANSPARENCY STUDY (12:45 p.m. - 1:00 p.m.) 
The ANA Programmatic Media Supply Chain Transparency Study's Complete Report will be released shortly. This session will provide a preview of the work to come and highlight some of the topics covered, such as the relationship between cost and quality, the importance of having direct data access contracts with supply chain partners, deeper perspective on Made for Advertising websites, and the sustainability impact of programmatic media purchases. 

Speaker:
Julie Weitzner, SVP, Brand & Media, ANA