Consumer Goods Technology - August 2017 - 5

B

BAYER CONSUMER HEALTHCARE

John Gallucci
Director, Demand Planning

WHO

BUMBLE BEE SEAFOODS

Ivan Arrington

Corliss Collier
Senior Director, Category Development & Insights
Collier leads an analytics team that decides
how to best engage shoppers, consumers and
retailers through innovative research, insights
and data analysis. The work allows her "to take
my passion for deciphering the 'why' and the
'what next' and turn it into actionable insights."

BUTTERBALL, LLC

Ivan Arrington
Director of Innovation and Insights
See proﬁle at right

C

CAMPBELL SOUP CO.

Carlos Barroso
Senior Vice President, Global Research and
Development & Quality

CARHARTT, INC.

Steve Brennan
Vice President, Data Strategy and Analytics
Having joined Carhartt in late 2016, Brennan is
responsible for aiding the company's various
business functions in their decision-making
processes, as well as for improving the customer experience by driving an enterprise data
management strategy. "Surfacing the vast amount of information we have at our disposal to be fully leveraged by Carhartt
is the key to success in this data-driven world," says Brennan.

COCA-COLA CO.

Chris Russell
Group Director, Shopper Insights

COLGATE-PALMOLIVE

Rahul Tyagi
Worldwide Director, Analytics Solutions
Tyagi is tasked with developing and executing
the advanced analytics strategy for all functions
within the company, evaluating the eﬃcacy of
newer technologies (like machine learning and
big data) for various organizational analytic
needs, and experimenting with breakthrough technologies.

Director of Innovation and Insights
Butterball, LLC
Arrington has been helping Butterball improve its insights capabilities
for eight years, including the last 2.5 in his current role. His overall career in data & analytics dates back to 1996 and encompasses 10 years
at consumer goods research giant IRI.
During his tenure at the consumer goods company, Arrington invented the "Butterball Blueprint" (a holistic Thanksgiving marketing and
merchandising program for grocery retailers) and helped shepherd its
latest brand, Farm-to-Family, to the shelf.
"At Butterball, we have a small but very dedicated and very smart
team of insight experts," says Arrington, who regularly shares his expertise with the industry by speaking at events. "Competing against the
biggest CPG companies in the U.S. is a challenge we welcome, but balancing routine reporting while building an advanced analytics practice
that can keep pace with their eﬀorts keeps me up at night."

"Balancing routine reporting while
building an advanced analytics practice
... keeps me up at night."
The insights team this year joined with IRI to execute a consumer
segmentation study. "It's a foundational piece of research that drives
our brand positioning, product development and category management eﬀorts," Arrington explains. Butterball's current "Turketarian"
advertising campaign is an extension of previous segmentation work,
"and we look forward to expanding on new ﬁndings that highlight
evolving health attitudes, millennial consumer desires, and omnichannel shopping habits."
"I believe that the process of storing and cleaning data will get incrementally better as technology improves," says Arrington, when asked
what the practice of data management and analysis will look like in ﬁve
years. "But I think a revolution in analysis will be driven by a new generation of DIY data analytics tools that level the playing ﬁeld between
big companies and small."
"Almost as importantly," he continues, "I think that in ﬁve years, senior leaders across all industries will require decisions to be more datadriven and force changes throughout their organizations to modernize
the way they plan and go to market." CGT

CONSUMERGOODS.COM | AUGUST 2017 | CGT

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Consumer Goods Technology - August 2017

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