Kelly Shu

Seasoned Shopper Marketing Strategist with Proven Ecommerce Expertise

Professional Overview

Kelly Shu is a results-driven Shopper Marketing professional with over a decade of experience driving innovative customer-centric strategies for leading consumer packaged goods (CPG) brands. Leveraging a deep understanding of omnichannel shopping behavior and advanced data analytics, she excels at developing impactful shopper marketing campaigns that optimize conversion and drive sustainable revenue growth.

Experience Summary

Current Role

Shopper Marketing, Kenvue (2023-Present)

• Responsible for developing and executing innovative shopper marketing programs that elevate brand awareness, drive conversion, and foster long-term customer loyalty

• Collaborates cross-functionally with key stakeholders, including sales, marketing, and ecommerce teams, to align on strategic objectives and deliver integrated, data-driven campaigns

• Leverages advanced analytics to generate actionable insights and continuously optimize campaign performance

Senior Manager, Ecommerce, Johnson & Johnson (2021-Present)

• Spearheaded the development and implementation of a comprehensive ecommerce strategy, resulting in a 25% increase in online sales within the first year

• Partnered with digital marketing teams to create targeted, omnichannel campaigns that enhanced brand visibility and engagement across key online platforms

• Analyzed customer data and shopping behavior to identify emerging trends and inform data-driven decision-making

Shopper Marketing Manager, Johnson & Johnson (2019-2021)

• Designed and executed high-impact shopper marketing campaigns that delivered measurable ROI, including a 15% lift in in-store sales for a key product line

• Cultivated strong relationships with retail partners, working collaboratively to develop joint business plans and co-create tailored shopper experiences

• Monitored and reported on campaign performance, using insights to continuously refine and optimize strategies

Career Progression

Prior to her Shopper Marketing and Ecommerce roles, Kelly held positions at Johnson & Johnson and Deutsche Bank, where she gained valuable experience in sales, category insights, and brand management. Her diverse background and progressive career path have equipped her with a well-rounded understanding of the CPG industry and the ability to drive results across multiple functions.

Academic Background

Kelly holds a Bachelor of Arts degree in Economics from the University of California, Los Angeles (UCLA), where she also served as an Assistant Resident Director, showcasing her strong leadership and interpersonal skills.

Areas of Expertise

• Shopper Marketing Strategy and Execution

• Ecommerce and Omnichannel Optimization

• Data-Driven Customer Insights and Analytics

• Retail Partnerships and Category Management

• Cross-Functional Collaboration and Stakeholder Management

Professional Impact

• Developed and implemented a comprehensive ecommerce strategy that drove a 25% increase in online sales for a leading CPG brand

• Designed and executed high-impact shopper marketing campaigns that delivered a 15% lift in in-store sales for a key product line

• Cultivated strong retail partnerships and co-created tailored shopper experiences that enhanced brand visibility and engagement

Conclusion

With her extensive experience, strategic mindset, and data-driven approach, Kelly Shu is poised to make a significant impact as a Shopper Marketing professional. Her ability to translate customer insights into impactful, omnichannel campaigns that drive measurable results makes her a valuable asset to any CPG organization seeking to optimize their shopper marketing efforts and drive sustainable growth.