2022 Marketing Conference Program Theme
Tools for Shaping Tomorrow’s Marketer
Does it feel like you are building a brand with different blueprints every year? Come to the 2022 CHPA Marketing Conference to make sure you have the right tools to inform your approach to consumers, customers, and your career. This year’s tool kit will focus on the following: Deepening Consumer & Shopper Understanding, Retailer Marketing & Digital Commerce, Brand Marketing Tools, and Growing Your Career. The Marketing Conference will feature speakers from Goldstein Group Branding, Haleon, hello products, Klick Inc., McKinsey and Company, Neutrogena, a Johnson & Johnson Consumer Health brand, NielsenIQ, RLA Collective, SBL Consulting Group, Target, Wiley Rein, and will explore the following topics and many others.
What valuable insights can attendees take away from the 2022 Marketing Conference? Hear directly from this year's Program Committee Chair Evelyn Furia, Brand Director, GSK as she shares an inside look behind this year's event, teasing out the trends and winning strategies to leverage retailer, marketing, and digital commerce — and more!
Agenda (as of July 14)
July 18-20, 2022
Welcome Reception and Networking
July 19, Day 1
Breakfast and Networking
Opening Session: Craig Dubitsky
Join us in kicking off the CHPA Marketing Conference with an inspirational and enthusiastic session with Craig Dubitsky, Friendly Founder, hello products and Chief Innovation Strategist at Colgate-Palmolive Company. He will address how to innovate your consumer, customer, and brand.
Timing is Everything: How Starting the Path to Purchase at the Right Moment can Lead to Loyalty
Customer purchase journeys have long been used to identify optimal moments for connecting with the consumer, but the conventional approach to journey-making often fails to capture many of the moments when consumers are most amenable to make a change. Behavioral science into “temporal landmarks” shows how there are critical points in time whereby a consumer is more amenable to start something new. In this session, we will explore research on temporal landmarks and provide case studies to demonstrate how they can be identified and applied to connect with consumers at strategic moments throughout their path to purchase, thereby creating loyalty over the long-term.
- Show uncommon ways in which "good timing" can lead to better engagement throughout a customer’s path to purchase
- Teach attendees how to identify behavioral signals in data to leverage the impact of optimal timing
- Show how you can embed a timing-based engagement strategy in your marketing plans
Ali Vahit Esensoy, Ph.D., VP, Consulting, Data Science, Klick Inc. and Aleksandra Lyons, Director, Consulting - Strategic Design, Klick Inc.
11:00 a.m.-12:00 p.m.
How Social Values are Shaping Shoppers’ Journeys, and How Brands can Respond
What matters to shoppers? Learn how sustainability and diversity, equity and inclusion play a pivotal role across the multi-generational consumer landscape. Meeting shoppers’ expectations for social values can be complicated, it’s critical to learn how the diversity of opinion should be regarded with high value and how consumers want brands to speak up. Hear about case studies from organizations that have effectively shaped the shoppers’ journey through integrating social values into their brand.
- Understand the accelerating importance of social values to shoppers – and why a nuanced approach is important
- Be inspired by someone who does this well
- Discuss what brands can do to meet shoppers’ needs on social values
Jane Wong, Partner, McKinsey and Company
Tik-Tik-Tok: The Time is Now for Consumer Health Brands on TikTok
The explosive growth of TikTok during the peak of Covid hasn’t eased up: it was the #1 downloaded app in the first quarter of 2022. The platform also continues to evolve, with an audience that is aging compared to its original demo, the rise of TikTok influencers, the expanding paid advertising options and it’s influence on commerce. Another growing use of TIkTok is for health information, presenting an opportunity for consumer healthcare brands to educate, engage and evolve with this audience. Real use experiences and the Skin U case study from the Neutrogena brand completes the session.
- Understand the evolution of and audiences on TikTok
- Discuss the platform’s growing role in consumer health/brand marketing
- Share 2022 best practices, including opportunities and watch outs
- TikTok Experience: Neutrogena SkinU Case Study
Alyson O’Mahoney, Managing Director, RLA Collective, a Ruder Finn Company; Hannah Stern, Neutrogena Assistant Brand Manager, Neutrogena, a Johnson & Johnson Consumer Health brand; Julie Bianchini, Ph.D., Neutrogena Principal Scientist, Neutrogena, a Johnson & Johnson Consumer Health brand; Astik Risal, Neutrogena Associate Scientist, Neutrogena, a Johnson & Johnson Consumer Health brand
Embracing New Digital Marketing Platforms: Legal Considerations for the Marketer
Following consumers to the digital platform du jour can be good for sales, but a moment of pause to implement proper guardrails will go a long way in preserving those financial gains by reducing the risk of costly and damaging government investigations/enforcement actions and/or consumer class actions. This session will be led by two Wiley legal professionals with expertise in marketing and advertising law. Meaningful legal and regulatory guidance when developing new digital marketing campaigns, and a real-world example will be presented.
- Attendees will be provided with tips for effectively working with Counsel to achieve brand goals.
- Learn the legal essentials you need to understand before launching in a new digital space.
- Understand the guardrails that support meaningful and effective marketing, regardless of the platform.
Ann Begley, Partner, Wiley Rein, LLP and Amaru Sánchez, Associate, Wiley Rein, LLP
Sell Your Brand in Seconds In-Store and Online
In this fast-paced, highly visual session, you will learn the neuroscience of how to develop your brand packaging to be seen, felt, and understood in both the digital world and on the retail shelf. You will learn how to create omnichannel alignment and brand recall for your brand's colors, shapes, symbols, and words, and understand how your brand images may instantaneously reinforce one another - from a one-inch representation online to a tactile brand packaging experience at retail. You will also learn how to design with legal protection in mind to create proprietary ownership for the unique assets of your brand, to extend its life and value. In today’s omnichannel marketplace, having a brand identity and package design that is just as visually stimulating online as it is on-shelf is imperative, and in this session you will learn how to do so!
- Learn your consumers' sequence of cognition; what they see first, second, third and fourth when viewing your brand in-store or online, so you can design to the proper visual hierarchy.
- Understand the differences in appealing to consumers on the web versus in-store on the retail shelf.
- Learn how to design with legal protection top of mind, using ownable core identifiers to create enduring proprietary value for the life of your brand!
Terri Goldstein, Chief Executive Officer, Goldstein Group Branding
Succeeding at Retail: The Modern Line Review
Little known secret...People still make decisions on assortment, merchandizing, etc., at many retailers. They can make or break any Brand’s grand strategy. As algorithms take over the world, this Category Buyer’s role is quickly evolving. The best brands understand the person’s demanding experience, then shape how and when they communicate to the Retailer. Winning Brands provide distinct insights for that specific Retailer’s shopper, and deliver on metrics that matter.
In this discussion, we will hear from front-line decisionmakers at top retailers. They will share insights on what best-in-class brands are doing to maximize discussions and reviews. Topics will include:
- How have the Category Buyer's role and key considerations changed versus 2-3 years ago?
- What makes a brand a great partner to the Category Buyer?
- Best-in-class methods a Brand uses to communicate its mission and potential for that retailer.
- What is the role or importance of Retailer Media programs for the Category Buyer?
- How are Category Buyers understanding, considering, or balancing omnichannel touch points including pick-up, delivery, and in-store?
- Gain actionable steps on improving brand presentations for Category Line Reviews
- Discover various ways to shift line reviews from transactions to partnerships
Charles Miller, President & CEO, Persuadable Research Corporation
Brandi Jackson, Target Sales Team Lead, Haleon and Mimi Udezue, Beauty Buyer, Target
July 20, Day 2
Breakfast and Networking
Accelerate Your Career - Put Master Networking Skills to Work
Session will be led by a key Consumer Healthcare stakeholder that has built a thriving consulting practice based on industry expertise AND a skillful approach to networking. Whether looking to refresh your skills or increase your networking capability, this session will help refine your networking strategy and use it to further career development. Marketers will learn to apply their own marketing skill sets to their networking strategy and evolve their approach for virtual and in person settings.
- Learn that effective networking is enabled by a discipline and process, not dissimilar to a robust marketing plan designed to create Awareness, drive Trial, and encourage Repeat
- Improve networking by asking yourself familiar marketing questions: With whom do I need to raise awareness? How do I connect to critical influencers? What barriers do I need to overcome?
- Learn tips and tools to drive results and outcomes from marketing efforts and leave with a personal marketing plan
Susan B. Levy, Founder and Principal, SBL Consulting Group, LLC.
Closing Session: The NextGen Personal Care Shopper
Generational shoppers and their attitudes are shaping the new marketplace. In this session, we'll explore the generational and multicultural nuances of consumers as they shop across channels, using NielsenIQ's latest consumer research and market measurement insights.
- What do generational and multicultural groups expect from brands and retailers?
- What are the attitudes and values of these groups?
- How do various groups expect you to authentically cater to their needs?
- How do demographic and attitudinal variances come to life through omnishopper behavior?
We'll answer these questions and discuss where to go from here, including how to use these segmentations in marketing activations: in-store vs online personalization, promotion programs and retail media.
- Identify patterns and differences in preferences and shopping behavior between generational and multicultural groups
- Learn how to apply segmentation learnings to omnichannel marketing programs
Sherry Frey, Vice President, Total Wellness, NielsenIQ
Ann counsels global and domestic clients facing legal and regulatory challenges involving products and services regulated by the U.S. Food and Drug Administration (FDA), the U.S. Department of Agriculture (USDA), and the Federal Trade Commission (FTC). Her particular expertise includes issues related to food and food ingredients, over-the-counter (OTC) drugs, and clinical research practice, and her practice also covers dietary supplements, prescription drugs, cosmetics, medical device products, and radiation emitting devices such as lasers.
Ann provides clients with practical guidance regarding market entry requirements, quality issues, product formulations, labeling, and advertising, and she has represented clients before the FDA, the FTC, and other federal agencies in connection with enforcement-related matters such as product recalls, warning letters, civil investigative demands (CIDs), and import detentions and alerts.
Julie Bianchini, Ph.D.
Julie Bianchini is a Product Development leader of Facial Moisture & Treatment products at Neutrogena, Johnson & Johnson, based in Skillman, New Jersey.
She has been formulating and developing new technologies for Neutrogena for the past 6 years. Prior to that, Julie attended Stanford University where she graduated with a Ph.D. in Biology and attended the Stanford Graduate School of Business Ignite Program for Innovation and Entrepreneurship.
In Julie’s current role with Neutrogena, she focuses on creating new product innovations, understanding the science of skin, and helping to translate that science to consumers. She has authored numerous publications and patents and was named as one of six Trailblazing Scientists on the Johnson & Johnson Under 40 to Watch List.
Craig is the friendly founder and Chief Creative Officer of hello products and Chief Innovation Strategist of Colgate-Palmolive. hello, the world’s first naturally friendly™ oral care brand, was acquired by Colgate in January of 2020. hello is a brand that people don’t just use, they join. In record time, hello became the fastest-growing oral care brand in the US, with its irresistible products now available in over 45,000 Food, Drug, and Mass retailers.
hello was named by Inc Magazine as one of the Best Places to Work, as well as to their Most Audacious list as “One of the 25 Companies That Are Changing the World”. In addition, Dubitsky himself was named to the Advertising Age Creativity 50, the publication’s annual list of the most influential and innovative creative thinkers and doers, and by The Internationalist as one of the 100 Most Inspirational Marketers in the World.
Prior to hello, Craig was co-founder and creative lead at eos products, founding board member at Method Products, and a strategic advisor to Seventh Generation, Boots, and to various Private Equity funds.
Craig is an inductee in the Collegiate Entrepreneurs Organization (CEO) Hall of Fame, an Entrepreneur in Residence at Babson, and serves as Advisory Council Member at the Ain Center for Entrepreneurship at The Simon School of Business at The University of Rochester. Craig loves people, design, brand, packaging and people. Yes, he said people twice.
Ali Vahit Esensoy, Ph.D.
Ali leads Klick Consulting’s Data Science team. With over a decade of experience in health data science, he builds analytics solutions to help Klick’s clients solve clinical and business challenges and pursue growth opportunities. Ali holds Masters and Ph.D. degrees in Industrial Engineering from the University of Toronto and is faculty in the School of Public Health and the School of Applied Science at the University of Toronto.
Sherry Frey brings more than two decades of industry experience to her role as Vice President, Total Wellness at NielsenIQ. With a background in market research, innovation and consulting, she has elevated clients across the fresh, CPG and wellness industries, providing forward-thinking insights, combined with practical strategies. In addition to leading NielsenIQ’s Total Wellness team and industry engagement, Sherry has been a featured speaker at many national and international industry events and is often sought as a media and analyst resource on topics related to consumer health, wellness, and environmental issues. Sherry's view of health and wellness spans beyond personal health and wellness, encompassing how we collectively think about the health of the planet.
Terri Goldstein, Founder and CEO of Goldstein Group Branding, is a breakthrough visual and strategic thinker with an unmatched level of dedication to the brands she designs. For decades, Terri has lent her expertise to hundreds of health & wellness companies, advising brand evangelists from the marketing suite to the boardroom, authoring groundbreaking research on consumer behavior, and captivating audiences in settings that range from lecture halls to conference stages. With her proprietary insights and regulatory knowledge, Terri has re-staged hundreds of OTC brands and many highly successful Rx-to-OTC switches, including Plan B, Allegra, and Nasacort, with many more in the pipeline. Along with her team of brand strategists, FDA navigators, designers, copywriters, production experts, e-commerce and IP specialists, Terri leads Goldstein Group Branding to bridge the gap between strategy and design for each and every client.
Brandi is the Target Sales Team Lead for GSK and brings almost 20 years of experience that spans sales, shopper insights, category management and trade strategy. She has a proven track record as a recognized change agent, challenging the status quo and thrives on building and executing long term strategies with the consumer at the heart. Brandi is an active member of the GSK Reverse Diverse Mentoring and Accelerating Differences Leadership programs. Brandi holds an MBA from the University of Arizona.
Susan B. Levy
Susan B. Levy has over 35 years of global, cross-functional experience in the consumer healthcare industry and founded SBL Consulting Group in 2011. SBL Consulting Group is a boutique consulting firm that works with consumer health and wellness companies to develop and implement growth strategies, including strategic marketing, business development and Rx-to-OTC switch programs.
Previously, Susan worked in Corporate Strategy at Merck & Co. and served as Senior Director, Global New Ventures and Strategic Commercial Development for Schering-Plough Consumer Healthcare prior to Merck’s acquisition of Schering. From 1996 to 2004, Susan worked at Warner-Lambert/Pfizer. Her assignments there included global marketing for Visine, and both Rx and OTC marketing for Nicotrol. Susan began her career in R&D at both Unilever and SmithKline Beecham where she worked in product development and portfolio analysis roles.
Susan received her BA in Chemistry from Cornell University and attended NYU’s Stern School of Business for her MBA. In 2020, Susan was recognized as a Top Woman in Health and Wellness by DrugStore News.
Aleksandra leads Klick Consulting’s Strategic Design practice. A design leader with 20 years of experience, Aleksandra’s work marries strategic innovation, user research, design thinking, and emerging technologies. Aleksandra is a graduate of McMaster’s interdisciplinary Arts and Science program (Hons. BASc) with a focus in Human-Computer Interaction and is a certified Usability Analyst.
After graduating from Western Carolina University in 1998, Charles began his post-college career at Persuadable Research Corporation in business development. In 2004, Charles was promoted to VP of Sales and led the company’s evolution into a full-service marketing research company.
On January 1st, 2013, he purchased the company and took the reins as President & CEO of the company. During his 20+ years in marketing research, Charles has worked with hundreds of brands, brand champions, and advertising agencies. He has led the company through multiple evolutions: from telephone research to online surveys, online focus groups, in-home usage testing, in-depth interviews, and most recently, introducing hybrid studies powered with machine learning (AI). He is a certified qualitative moderator via the Burke Institute. Charles’ leadership role within the company focuses on nurturing a culture of quality, trust, and support within the team. He continues to serve as the business development lead, working to build and maintain the relationships which keeps the company thriving and the friendships which make the work fun. Persuadable Research’s 10+ year membership with the CHPA represents its deepest, and proudest, association connection.
For more than two decades, Alyson has specialized in the marketing of consumer healthcare brands — OTC, supplements, and medical devices — sold at national retailers and via ecommerce, including Amazon and brand-owned DTC. Her team takes a nimble, digital-first approach, utilizing evolving shopper behaviors and emerging digital marketing strategies to effectively deliver and measure campaign engagement with a brand’s target audiences. Using an integrated and strategic combination of data, insights, storytelling, AI, and measurement, her team effectively drives audience segments to distinct calls to action to create awareness, impact behavior change, and, ultimately, drives sales.
Astik Risal is an Associate Scientist, Research and Development at Neutrogena, based in Princeton, New Jersey.
Passionate about “Science that Sells,” Astik has been with Johnson & Johnson Consumer Health for three years. He’s currently an Associate Scientist, supporting Neutrogena’s Facial Moisture Treatment, focusing on anti-aging platforms, solutions, and innovation.
Before starting his career as a scientist, Astik attended the Stevens Institute of Technology where he graduated with a Bachelor of Engineering, B.E. in Biomedical Engineering.
Astik previously worked for Jarchem Innovative Ingredients LLC and Avon R&D.
Amaru counsels domestic and global companies in matters involving products regulated by the U.S. Food and Drug Administration (FDA), the U.S. Department of Agriculture (USDA), and relevant state
agencies. As a former in-house counsel for a publicly traded company, Amaru is well-positioned to help clients navigate complex legal, regulatory, and business issues.
Hannah Stern is an Assistant Brand Manager at Neutrogena, Johnson & Johnson, based in Los Angeles, California.
Before joining the Neutrogena team, Hannah attended The Schreyer’s Honors College at Penn State University where she graduated with a Bachelors' Degree in Marketing. During her time at Penn State, Hannah published an acknowledged thesis titled “Lifestyle Branding: How Identity Drives Engagement.”
At Hannah’s current role as an Assistant Brand Manager, she focuses on fostering Neutrogena’s brand purpose and unifying all facets of the brand experience to connect with our core consumer; from organic socials to web experience, and retailer touchpoints.
Hannah also has experience as a Customer Strategy Analyst for Johnson’s Baby and Aveeno Baby, where she previously managed retailer relations and analyzed sales data to fuel strategic business decisions.
Jane Wong is a Partner with McKinsey & Company’s Marketing and Sales practice in the Denver office and leads our work driving growth with Consumer and Consumer Health companies.
With McKinsey since 2012, she focuses on helping consumer-facing brands achieve the next horizon of growth by being more responsive to consumer and stakeholder needs, and transforming the way they work to be more agile consumer-first. Her expertise spans brand and digital marketing, growth strategy and sustainable brands, and marketing operations.
In partnership with the Consumer Brands Association (CBA), Jane led the research that informs our insights in “Great Expectations -- Navigating challenging stakeholder expectations of brands.”
Prior to McKinsey, Jane had over 11 years of marketing experience, including as a brand manager for Nestle, managing the Haagen Dazs ice cream brand and the single-serve ice cream portfolio. Jane has an MBA from UC Berkeley, and a B.S. in Engineering – Product Design and a B.A. in Music from Stanford University.