25. Omnichannel Category Management with Cristina Marinucci from Mondelez (Global Head of Shopper – Insights and Analytics)
The FMCG Guys · Dwyer Partners SL
April 20, 202241m 32s
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Show Notes
The digital revolution, continued growth of eCommerce, proliferation of data is having a deep impact on how FMCG leaders approach sales strategy. To better understand how one of the leaders in our industry, Mondelez, is approaching this from a Category Management point of view, we invited their Global Head of Shopper – Insights and Analytics to understand what good looks like in this omnichannel grocery battle.
Topics covered:
- The evolution of shopper marketing category/management in the last years
- Adapting Category Management into eCommerce
- The advantage of digital native brands vs traditional FMCGs
- Working with and influencing retail buyers
- Driving a Global Center of Excellence