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

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