Agenda - Shopper Marketing Forum 2021


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Tuesday, May 11

10:00 AM

The state of shopper marketing

Top shopper marketers across different categories share how they’re navigating recent market disruptions and embracing consumer trends in the aisle. Get the goods on the thinking and the strategies that matter in the face of continuous business turbulence.


Josh Kolm


Michael Embir
Marketing Director, Retail Canada
McCain Foods Ltd.

Wendy Montgomery
SVP Marketing
Arterra Wines Canada

Alyssa Rodrigo
Senior Director Trade Marketing & Category Growth
Labatt Breweries of Canada

1:00 PM

In conversation with Walmart Connect’s Dana Toering

For decades, Walmart has been one of Canada’s biggest retailers. Now, with Walmart Connect, it’s also one of the leading players in the world of digital advertising. Join Dana Toering, VP Walmart Connect Canada, for this interactive session, where he will get up close and personal about the company’s retail media strategy and answer all of your pressing questions.


Dana Toering
VP, Walmart Connect

Thursday, May 13

10:00 AM

Beyond points: Innovations in loyalty

Today’s most successful loyalty programs are curated, sophisticated, tech-forward and inspire real-time action. Learn how brands and retailers are harnessing the power of loyalty with personalized experiences that enrich the customer experience.


Justin Dallaire
Brunico Communications Ltd.


Nevine Baracat
CRM & Brand Lead
SAQ (Societe des alcools du Quebec)

Dan Howe
Chief Marketing Officer
Pattison Food Group

Geraldine Huse
P&G Canada

1:00 PM

Do as I say, not as I do: The tension of sustainability vs. online shopping

In the early days of the pandemic, the explosion of online shopping pushed it a decade into the future, while sustainability took a back seat. However, consumers are now growing concerned about the mounting waste in our landfills as they shop and ship more products to their homes. How will online shopping be affected by these re-invigorated concerns? Will eco-conscious consumers pay more green to get green? Carman Allison and Nick Gibson from NielsenIQ dive into this emerging tension and how you can thread the needle to capitalize on both trends for your business.


Carm Allison
Vp Thought Leadership

Nick Gibson
SMB Team

Tuesday, May 18

10:00 AM

Why people do what they do, and how to influence them

Forget economics. Forget logic. As Rory Sutherland says, “The human mind does not run on logic any more than a horse runs on petrol.” A business and marketing legend with 30+ years in the game, Rory is Vice Chairman at Ogilvy UK and bestselling author of Alchemy: The Surprising Power of Ideas That Don’t Make Sense. Join Rory as he shares his considerable insights into how marketers can employ the principles of behavioural science to surprise and delight their customers, and keep them coming back for more.


Rory Sutherland
Vice Chairman
Ogilvy UK

1:00 PM

Inside the aisles with Loblaw’s Wes Brown

The pandemic has had a massive impact on almost all categories of retail, and the grocery store is no exception. Loblaw’s Wes Brown shares insights on how grocery retailers are working differently with brands on their in-store programming as a result of the pandemic, and how those collaborations and partnerships will look going forward.


Wes Brown
Vice President, Brand Marketing

Thursday, May 20

10:00 AM

Learning from tomorrow: how to plan for post-COVID

In this insightful look at how to profit post-pandemic, acclaimed connected commerce expert Jason Dubroy from Mosaic North America delves into consumer behaviour shifts in countries that are ahead of their pandemic curves. Dubroy provides a framework of what Canadian brands and retailers could expect next, and how things will (and won’t) change for us moving forward.


Jason Dubroy
Commerce Marketing Expert

11:30 AM

What’s in your digital shopper marketing toolkit?

Now, more than ever, brands need to connect with consumers where they live: online. But what are the best ways to do that? Up your digital shopper marketing game with this discussion of innovations in the space, from shoppable recipes and digital experiences to leading-edge sampling programs.


Adrianne Wotherspoon
Chief Strategy Officer


Garret Kowalyshyn
VP, Sales & Client Success

Aleena Mazhar
Managing Director
FUSE Create

Yuni Sameshima

2:30 PM

Diving deep into today's shopper insights

We’re in a time of transformation in the shopper marketing space. Looking for ways to make sense of the radical changes afoot? Get the scoop on the latest retail and shopper research. Learn about the trends, tools and tech that will help you better understand your customers’ needs and preferences, and how to use data to better inform your shopper strategy.


Zaheer Jiwani
National Leader, Consumer Industry, Deloitte Digital

Farah Khan
Manager, Retail Transformation

3:15 PM

Networking with speakers and shopper marketers

A virtual session on the Airmeet platform. Take advantage of this opportunity to network and discuss the industry’s most compelling issues with your peers and SMF experts.

Wednesday, May 26

1:00 PM

Closing the lid on the cookie jar: What brand marketers need to know for the cookieless future

Sponsored by

How ready is your brand for the cookieless future? In less than a year, major shifts are coming to digital marketing that will impact how your brand plans, buys and measures marketing efforts. While the cookieless conversation has been prevalent in the media and ad tech community, the clock is ticking and it’s time for brands to join in and take action. Hosted by Digital Media Expert, Amber MacArthur, join us for an exclusive panel discussion with an inside look at how brands will be impacted, and how marketers can prepare for a post-cookie environment.

Don’t want to crumble in the post-cookie world?

Fill out MiQ's form to request a meeting with a MiQ rep to discuss cookieless testing opportunities, and to stay up-to-date about what the cookieless world means for marketers.

Plus, request your meeting by June 30, 2021, and you will automatically be entered for a chance to win a 65” Sharp 4K LED Smart TV!


Santiago Arbelaez
Head of Integrated Media
IKEA Canada

Georgie Haig
Global Product Lead for Indentity

Cheryl Hill
Director of Digital Marketing

Amber Mac
AmberMac Media

Alexandra Panousis
Entrepreneur in Residence
Carat Canada

3:00 PM

Inside the SIA Awards jury room

The Shopper Innovation + Activation Awards jury reveals the themes and insights behind some of the breakthrough retail, brand activation, and experiential work that struck Gold this year.


Richard Fofana
EVP, Strategy
UM Canada

Mark Harrison
The T1 Agency

Lori Hatcher
Head of Marketing
Truss Beverages

Susan Irving
Kruger Products L.P.

Loretta Lam
Chief Strategist
Focus Communications Inc

Sandra Sanderson
Chief Marketing Officer
Sobeys Inc

3:30 PM

Virtual post-awards social

It’s time for a virtual cocktail! Join us in Airmeet for a chance to network and socialize with the shopper marketing community.

Thursday, May 27

10:00 AM

Discovery and disruption: The future of food shopping in Canada

In a pandemic era where main street and mall shopping is curtailed and eating at home has become a necessity, shopping for groceries is a major focus for many consumers. “Food Professor” Sylvain Charlebois of Dalhousie University and Colleen Martin of Canadian data insights company Caddle discuss the behaviour shifts, food trends and innovations in online grocery that are shaping the industry in 2021 and beyond.


Sylvain Charlebois
Professor, Senior Director of Agri-food Analytics Lab
Dalhousie University

Colleen Martin
VP, Insights

1:00 PM

Debunking 8 retail myths that hinder marketing performance

We’re in an era of great turbulence and retail transformation. But what is fundamental change and what is just hype? David Ian Gray, Founder and Strategist at DIG360 Consulting and Co-Host of The Business of Retail podcast, tackles eight marketing myths and misconceptions, from the shopping habits of Gen Z to the value of customer acquisition to how consumers really feel about price vs. sustainability.


David Ian Gray
Principal and Retail Strategist

2:30 PM

Shopper Realities: The playbook to win in 2021/22

Based on over 100,000 interviews completed in April/May 2021, IMI will take you on a journey of what drives shoppers today. Learn about consumer trends, attitudes, emotions and behaviours – what consumers are looking for and how and why they purchase. Find out what changes in behaviour are temporary vs. permanent based on the data. Plus, activation case studies – what is working and what is not? Come away with a fact-based plan to act now and plan for the year ahead.


Don Mayo
Managing Partner, Global
IMI International

Vanessa Toperczer
IMI International