Profile: Alicia Mosley, Director of Shopper Marketing, Tyson Foods
Alicia Mosley has held many marketing leadership roles in brand management, innovation and corporate marketing in her career of more than two decades. From running multimillion-dollar businesses to successfully launching the Tyson Any’tizers brand in 2007, she became an experienced marketer in all but one key area: shopper marketing.
A member of the Tyson Foods team since 2004 – with a two-year stint at McDonald’s supplier Lopez Foods beginning in 2009 – she seized the opportunity to round out her marketing proficiency and gain sales experience when she was named director of shopper marketing in April 2017. Since then, she has focused her efforts on developing the strategic vision for the function. Along with creating and delivering best-in-class shopper marketing programs, she keeps her team active in the digital space across many platforms.
What types of programming do you have?
Mosley: We have programming with pure-play customers as well as with the traditional brick-and-mortar retail partners. We continuously seek opportunities to explore new platforms and vendors to keep our toolkit sharp.
How do you promote digital innovation?
Mosley: Through test-and-learn opportunities by incorporating new digital capabilities into our annual plans.
How do shopper and digital marketing intersect at Tyson Foods?
Mosley: Our programs are multidimensional in an effort to engage with shoppers. An endcap may have a consumer promotion, a social element and a video instead of just a shelf blade. Digital is a tool we leverage within a larger holistic effort to reach shoppers where they are while retaining classic shopper marketing principles.
What has changed?
Mosley: The shift from brand-centricity to customer-centricity fundamentally changed the way we frame our communication. In most cases, shoppers know what brand they’re going to buy before they enter the store, so the more we can do to influence them, the more successful we’ll be. That starts with digital communication.
What does omnichannel mean to you as a marketer and a shopper?
Mosley: Sometimes we get so caught up in being marketers that we do not take a step back and think, “I’m a consumer – what do I need? What influences me?” When you look at it from the perspective of a shopper, you do not see touchpoints and channels; you see the devices and habits that enable or influence behavior. The onus is then on marketers to reflect that behavior in order to provide a consistent experience across those multiple touchpoints. For me, omnichannel simply means providing relevant and timely content to shoppers, wherever they are on the path to purchase.
What digital devices and services do you use most often, and how much of an omnichannel shopper are you?
Mosley: I’ve recently started using Alexa, and everything is connected within my smart home. I can plan my shopping trips on my refrigerator and access it on my phone when I get to the store. Or I can simply order it when I think about it with the click of a button. My husband is also quite tech-savvy.
How do you keep an ear to the ground in such an ever-changing digital landscape?
Mosley: I subscribe to blogs and read various publications and receive information from our agency partners. Then I look at activity in non-food industries and determine whether I could apply those insights to what my team can do within the food shopper marketing space. My team also conducts quarterly lunch-and-learns with select vendors to get a glimpse into what is new or emerging in the digital space.
Where is digital headed?
Mosley: The amount of data we’re able to collect on our shoppers may go undervalued. We’re able to effectively target shoppers beyond simple demographics and hone in on real-life shopping and purchasing behaviors. With the access to large amounts of data, we can optimize our campaigns in real-time through targeted personalization efforts that drive conversion and loyalty to a greater degree than has ever existed in the past.
Mosley: Personalization, because we’ve seen how it can disrupt the marketplace. Technologies emerge, from virtual reality to voice search, and people claim that they’re the future of shopper marketing. But it’s really that underlying desire for personalization that makes these technologies so interesting. I don’t think we’ve scratched the surface of what it can do.