In episode 465 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Ellen Webb, vice president of shopper analytics and insights at PepsiCo, a global leader in convenient foods and beverages with a portfolio of more than 500 brands. Listen in as Webb provides an overview of PepsiCo's pepviz data analytics initiative (0:55), what they're learning about the Gen Z shopper (2:10), and how PepsiCo is engaging this younger demographic to engender customer loyalty (5:10).
In addition, Webb offers details into how the food and beverage company shares data insights with its retail partners (6:50), the level of collaboration between PepsiCo's analytics team and brand marketing (8:20), and data collection and utilization processes from its retail partners (9:35). She discusses providing personalization and data privacy to consumers (11:45) as well as PepsiCo's use of artificial intelligence, machine learning and other technology to help field teams execute on analytical insights (13:20). Lastly, Webb forecasts customer behavior and demand levels (16:10).
Ellen Webb is currently vice president of strategy, analytics and insights for PepsiCo’s Demand Accelerator. In this role, Webb leads the team in development and deployment of insights, capabilities and commercial digital products to empower PepsiCo to improve its sales and marketing efforts through a shopper lens driving actionable impact across the entire PepsiCo portfolio. Prior to her current role, Webb lead PepsiCo Category Leadership for National Small Format Customers, covering Dollar General, 7-Eleven Enterprise, and Circle K across the PepsiCo portfolio where she worked in partnership with PepsiCo Sales teams to accelerate strategic partnerships and drive growth with our largest Small Format retailers.
In addition to retail experience, Webb spent four years on the PepsiCo Foodservice team where she lead the creation of the Category Management function, translating PepsiCo’s category management leadership success on the retail business to growth in Foodservice. During her time with PepsiCo Foodservice she also led Portfolio and Equipment Strategy. Prior to joining the PepsiCo Foodservice team, Webb held several Category Management roles for PepsiCo Beverages. Her retail Category Management experience spans leading teams across the grocery, drug and Target businesses. Webb is a two-time recipient of the PepsiCo Chairman’s Ring of Honor award. She is a 20-year veteran of the consumer packaged goods industry, starting her career in CPG with roles of increasing responsibility at General Mills and ConAgra. Webb is a graduate of the University of Notre Dame with a major in Marketing and a minor in Anthropology. She is based in Chicago.
