25. Omnichannel Category Management with Cristina Marinucci from Mondelez (Global Head of Shopper – Insights and Analytics)

The FMCG Guys

Apr 20 2022 • 41 mins

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