Senior Category Development Manager Eastern U.S. at Barilla Americas
Jim serves as Category Development Manager for all Key Eastern and Southeast Key Accounts for Barilla Americas. He brings over 40 years of experience in Market Research and Category Management.
Prior to joining Barilla Americas, Jim spent 20 years at Nielsen Marketing Research providing business-building insights to major West coast and Midwest Food, HBC and Liquor manufacturers. He then brought his expertise to the manufacturer side of the business and led successful Category Management Teams at Kraft Foods, Schwan’s Consumer Brands and now, Barilla Americas.
Gearing up to win the market share battle with data-driven Test & Learn
12:15pm – 1:00pm | Thursday October 4th
Barilla is an Italian family-owned food company who is a world leader in pasta and ready–to–use sauces. The company wanted to take an agile and different approach by using a set of practices to try out new ideas and concepts with a cross-functional “microbattle” team to take a deeper dive into the pesto category, a small, but fast-growing category. Learn how Barilla has used Symphony RetailAI solutions to enable data-driven decision-making, measure impact and shift course, as needed. Hear how Barilla has learned about its customer base, initial barriers to purchase, how the ideal customer fits with the retailer, what strategies drive awareness and purchase frequency to continue buying behavior.