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Melissa Martin McGraw

Shopper Marketing Consultant

Melissa Martin

After 17 years at Kraft/ Mondelez Canada, with the last 7 years as the former shopper marketing director, Martin is a well-poised shopper marketing expert, a leading voice and visionary within the industry. Martin began her career at Kraft in the role of product assistant in 1997.  She progressed through several senior positions in both brand marketing and sales with her portfolio of accomplishments being widely adopted by Canada’s top grocery retailers. Over the years, Martin has been integral to the development and execution of many award-winning brand launches, consumer and shopper initiatives, including Kraft’s Hockeyville program, Mondelez’s ‘Better Together’ partnership with Coca-Cola and most recently the ‘Pride and Joy’ 2014 Olympic campaign. As an inspirational leader in her shopper marketing director role at Kraft/ Mondelez, Martin developed the long term vision for converting leading-edge shopper insight, loyalty and engagement data into customized retailer marketing programs.  Her teams over the years have repeatedly earned Top Tier recognition while executing over 350 customized retailer programs annually, attracting much attention throughout the United States and as far away as Australia and Asia-Pacific. In addition to her Shopper Marketing Forum moderator role this year, Martin was previously one of the first to sit on the Shopper Marketing Forum’s advisory board, also acting as co-chair and speaker. Furthermore she sat on the advisory board for the inaugural Shopper Innovation Awards.  Martin was the first Canadian named “Who’s Who in Shopper Marketing” two years in a row, and judge for the Shopper Marketing Effie International Awards.  Martin led a key pillar of Kraft’s Women’s Community Group and member of the Network of Executive Women. She is a graduate of Wilfrid Laurier University, earning an Honours Bachelor of Business Administration.

Speaking at: Hits and misses in Quebec

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