Progressive Grocer - June 2018 - 83

COVER FEATURE

2018 Top Women in Grocery
Leslie Atkinson

Jennelle
Nystrom

Head of Product,
Farmstead

Nystrom
launched a Buy
One, Give One campaign
encouraging customer donations to help end childhood
hunger; in nine weeks, the
program donated 3,500
pounds of fresh produce to
needy kids in the Bay Area.
Farmstead has grown five
times in sales under her leadership, with new customers twice
as likely to order again.
By introducing AI for smart
recommendations and hyper-speed checkout, Nystrom
is on target to meet the goal
of reducing shop time to 15
minutes versus 45 minutes in
brick-and-mortar stores, and
30 to 40 minutes on other
ecommerce platforms.

Brandi Langford

Director of Brand
Communications,
Food Lion

Atkinson oversaw an integrated
and holistic campaign, which
included in-store visual design, to
support two successful remodel
market launches in Greensboro,
N.C., and Richmond, Va.

Langford organized the first HR
Centers of Excellence strategic
initiative meeting, which led to
the development of HR plans
that aligned with each functional
leader's business goals in 2017.

She was instrumental in the
evolution of the Food Lion MVP
loyalty program, Shop & Earn,
as well as leading the campaign
to launch the next generation of
Food Lion's shopper marketing
promotions.

During the Ahold Delhaize
merger integration, she partnered
with functional leaders on organizational design, assessing each
functional area and executing the
staff and selection process.

Atkinson received ADDY
awards for her work involving
the brand campaign evolution
to ensure that the company built
an emotional connection with
customers, as well as for work in
support of Food Lion Feeds.

Jamie Osborne

Human Resources
Business Partner,
Food Lion

In a year of change, Langford
supported ongoing talent conversations with the leadership
team, which resulted in the
company's maintaining an engagement with associates that
ended the year exceeding the
goal on talent retention.

Associate Creative
Director, Food Lion

Working with
an ad agency,
Osborne managed
the creative development that
won two ADDY awards for the
Food Lion holiday TV campaign
and the Food Lion Feeds It
Forward "Out of Reach" video
campaign.
The holiday campaign set
the highest connection scores
with consumers and was more
memorable and relatable than
previous campaigns.
Osborne led the creative
development for a new digital
loyalty program with the Shop
& Earn Celebrate campaign
that helped its successful
launch, as well as campaigns
for new market remodel
initiatives and digital shopper
marketing programs.

2018 Top Women in Grocery
By the Numbers
Senior-Level Associates: 83
Rising Stars: 199
Store Managers: 80

Congratulations
ROXANNE KANNE-ROUSH
VP of Training and Development

We appreciate your dedication & commitment!

(

PROGRESSIVE GROCER June 2018

83



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