BRAVE COMMERCE
BRAVE COMMERCE
Jul 21, 2021
The J.M Smucker Company’s Charlene Zappa on integrating consumer behavior into every step of your brand’s strategy
Play • 22 min
Charlene Zappa,  Senior Vice President of Integrated Consumer Experience & Growth at The J.M Smucker Company, discusses how her brand has integrated consumer behavior into every aspect of their strategy, from advertising to organizational team structures. A main component to this focus is a full-funnel retail media advertising approach, including integrating retail media across the entire organization to help form intuitive decisions about positive consumer experience. Lastly, Charlene advises brands in the pet industry on potential challenges as pure play companies gain traction. 

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