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The CPG Guys are joined by Karen Satterlie, Director of eCommerce Marketing & Shopper Marketing at Henkel, Melissa Burdick, president of Pacvue & Barbara Connors, VP Strategy & Acceleration at 84.51 a division of Kroger. The episode was recorded in Las Vegas at Groceryshop 2024.
This episode is sponsored by 84.51.
Follow Karen Satterlie on LinkedIn here: https://www.linkedin.com/in/karensatterlie/
Follow Melissa Burdick on LinkedIn here: https://www.linkedin.com/in/melissaburdick/
Follow Barbara Connors on LinkedIn here: https://www.linkedin.com/in/barbara-connors-10312810/
Follow 84.51 on LinkedIn here: https://www.linkedin.com/company/84-51/
Follow 84.51 online here: https://www.8451.com/
1) Given the decline volume CPGs are currently facing, How is Henkel focused on bring consumers to your brands in an omnichannel way?
2) If planning needs to start at the top with the brand, do sales teams need to work in an omnichannel way as well?
3) Is “retail media” media?
4) How does inspiration drive brand loyalty?
5) How is value defined by shoppers?
6) How is the balance of power between brands & retailers shifting in the era of retail media?
For the Cornell Retail Media Strategy Executive Education program, click here
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President at Pacvue
Innovative Business Strategist and eCommerce Thought Leader
•16+ years ecommerce experience
•Currently help brands develop ecommerce strategies and win online
•Helped launch the CPG (Consumer Packaged Goods) retail business on Amazon.com. Built a business from the ground up, evolving strategy to sell profitably online.
•Joined Amazon Media Group at inception. Launched the first vendor display ad. Created eCommerce ads, custom marketing programs for brands, and sponsorships that monetized Amazon’s programs such as Family, Student, Prime, Studios, and Fresh.
Skills: Retail, eCommerce, Designing for the Online Shelf, P&L Ownership, Buying, Vendor Negotiation and Management, Go-To Market Strategies, Digital Marketing, Display Advertising, Product Management, Working Cross-functionally
Vice President of Strategy and Acceleration at 84.51°
As Vice President of Strategy and Acceleration for 84.51°, Barbara Connors is an innovator, problem solver and strategist for Kroger and many of the most recognizable consumer packaged goods companies in the global grocery retail industry. She is responsible for long-range innovation planning and near-term go-to-market strategy for 84.51° Insights. Barbara brings customer-centric thought leadership to the industry and supports acceleration of 84.51°’s entire alternative profit portfolio by driving strategic alignment between Kroger and 84.51°’s 1000+ CPG clients.
Barbara brings 14 years of customer data science experience to her role at 84.51°.
She joined dunnhumbyUSA / 84.51° in 2008 and has held several leadership positions associated with both Kroger and CPGs. Her roles include work in merchandising analytics, data insights, loyalty, and media.
As a graduate of the University of Georgia’s Terry School of Business, she earned a master’s degree in marketing research.
Barbara is a recipient of the 2022 Top Women in Grocery among Senior Executives and 2023 Path to Purchase 40 Under 40.
