Kristen Keenan joins Jennifer and Risa on the latest episode of CPG Scoop!

Kristen is a savvy dot connector who reveals an insight in the data, unites online and in-store experiences, and converts shoppers into buyers. 

As an Empathetic Strategist, Kristen uses data-driven thinking and media expertise to strategically insert brands into the non-linear purchase journey by leveraging a highly targeted omnichannel media approach that drives results for brands and at retail.

Kristen has over 20 years of experience in Consumer Promotions, Shopper Marketing, Digital Media and Shopper Media Strategy and Planning, rooted in both Agency and Client-side experience with leading global companies across a range of categories including Alcoholic Beverages, Consumer Packaged Goods (Food, Beverages, Confections, Personal Care), Financial Services, and Telecom. Kristen was most recently Senior Director, Digital Strategy and Planning at Twin Oaks (part of Mars United).

Get connected with Kristen on LinkedIn!

Our favorite takeaways from this episode with Kristen:

• Understanding individual shopper behaviors is crucial for effective marketing. It is essential to offer shoppers options to be able to convert when they're ready. 
• Emerging technology will become very important for marketers, especially in the shopper retail space. This will allow brands to tailor messaging and experiences based on who the shopper is. Investing in this technology can yield significant returns in marketing effectiveness.
• Looking at the rest of 2025, consumers are going to be increasingly looking for ways to save money without sacrificing quality.