Commerce Marketing Committee Meeting

This event is in-person only and no virtual option is available.

Breakfast & Registration (9:00 - 9:30 a.m.)

Announcements & Introductions (9:30 - 10 a.m.)

From Olympics to Bravosphere: How Shoppable TV Drives Results Across Content, Talent & IP (10:00 - 10:45 a.m.)
Join NBCUniversal's SVP of Commerce Partnerships, Evan Moore, as he walks through the innovations in shoppable television that build connections with fans, democratize access for marketers of all sizes, and drive results across the company's premium IP. From Virtual Concessions, which debuted at the 2024 Paris Olympics & Paralympics, to shoppable moments in Love Island USA on Peacock, to in-person commerce-led activations at BravoCon, NBCUniversal is leveraging commerce to break down the barriers of entry to premium television. This session will feature NBCU case studies across sports and entertainment to showcase the value for marketers of all sizes to invest in shoppable TV spanning genres and formats.

Speaker: 
Evan Moore, SVP, Commerce Partnerships, NBCUniversal Advertising & Partnerships 

Brand Activations to Retail Media: How PepsiCo’s Tea Portfolio Drives Equity and Incremental Sales (10:45 - 11:30 a.m.)
Discover the range of commerce marketing tactics that have helped PepsiCo’s tea brands Pure Leaf, Lipton, and Brisk connect with consumers to drive equity and revenue.  From beautiful pop-up activations in Boston and the Philly Airport that built brand resonance, to precision retail media that converts into incremental sales at shelf.  This session will celebrate the creativity of commerce marketing sharing lessons across a range of programs.

Speaker: 
Kimberly Sugden, Senior Marketing Manager, PepsiCo

Turning Data into Dollars: Measurement That Moves the Needle (11:30 - 12:15 p.m.)
In a retail media landscape flooded with data but short on clarity, Dollar General and Goodway Group are cutting through the noise. This session dives into how the Dollar General Media Network (DGMN) transforms deep customer insights into measurable brand impact. With a focus on closed-loop measurement, 1:1 customer-level tracking, and incrementality, you'll see how DG connects ad spend directly to sales—turning data into real dollars. Walk away with practical strategies you can use to drive sharper outcomes and smarter media investments including how Dollar General is raising the bar with transparent, results-driven retail media, real examples of how 1:1 measurement and closed-loop attribution fuel growth, and actionable strategies for you to optimize your commerce media investments.

Speakers: 
Stephanie J. Jensen, Director, Data Science, Dollar General Media Network
Daniel Cinquegrano, Director of Analytics and Insights, Goodway Group

Lunch (12:15 - 1:15 p.m.)
Join ANA members and our event speakers for lunch following the event

The Tour at NBC Studios (1:15 -2:15 p.m.)
NBCU has generously offered up 30 spots for attendees to enjoy a behind the scenes tour of 30 Rock, home to iconic shows like Saturday Night Live, The Tonight Show Starring Jimmy Fallon, and the TODAY Show.  The Tour will run approximately 45 mins. and is available to join on a first come basis.