NIELSEN PERISHABLES GROUP LEADERSHIP
Bruce Axtman - President bruce.axtman@nielsen.com
Bruce Axtman is the president of Nielsen Perishables Group, a national consulting firm specializing in marketing strategies for perishable food items. Bruce created the Perishables Group in 2000 by spinning off the perishables consulting practice he created while he was a partner at Willard Bishop Consulting, Ltd. The company has since expanded its offerings to include consumer and trade research, syndicated data, category development software and programs as well as marketing communications services. In 2012, the Perishables Group was acquired by Nielsen.
Bruce provides a fresh perspective for the industry, guiding Nielsen Perishables Group clients in the move away from the traditional "commodity" business model toward a new consumer-driven marketing model. Bruce's strategic vision has reinforced the Nielsen Perishables Group's reputation as a leader in marketing innovation. Bruce works with many of the top supermarket retailers in the country as well as the leading perishables industry suppliers. He is often asked to share his integrated go-to-market approach at industry events such as Food Marketing Institute, Produce Marketing Association, United Fresh Produce Association, Florida Fresh Fruit and Vegetable Association and the International Fresh Cut Produce Association.
Bruce holds a bachelor's degree in business from the University of Washington.
Steve Lutz - Executive Vice President steve.lutz@nielsen.com
As executive vice president for the Nielsen Perishables Group, Steve Lutz helps organizations develop innovative growth strategies for the future. He has worked for more than 25 years in all areas of marketing and management. As a well-respected industry leader, Steve has been a featured speaker at Produce Marketing Association, Food Marketing Institute, Canadian Produce Marketing Association and other meetings throughout the world.
Steve served as president and CEO of the Washington Apple Commission, the largest fresh produce commodity commission in the nation, until June 2000. His work challenging the industry to deliver consumer satisfaction caught the eye of the Los Angeles Times, which called him "an unlikely revolutionary. The Packer named Steve "Apple Marketer of the Year" in August 2000 for his leadership and vision.
Prior to joining the Washington Apple Commission, Steve worked for Nutri-System as well as an advertising agency where he led several national accounts including Westin Hotels, K2 Ski Company and the Chateau Ste. Michelle and Columbia Crest Wineries.
Steve holds an MBA from City University of Seattle and a bachelor's degree in advertising from Washington State University. He also completed the marketing management graduate program at Stanford University.
Sherry Frey - Vice President, Account Services sherry.frey@nielsen
Sherry Frey is the vice president of account services for the Nielsen Perishables Group, a Chicago-based marketing and consulting firm. Sherry’s primary areas of focus are developing innovative category development programs for clients in the fresh food industry, as well as new product development - from conception through execution and launch. Sherry manages the Nielsen Perishables Group account services team. Through strategic planning and market research efforts, Sherry ensures PG programs deliver actionable insights to guide critical business decisions for both supplier and retail clients.
Sherry frequently shares consumer and industry insights and opportunities at many national and international industry events, including the Food Marketing Institute, Refrigerated Foods Association, INFOFISH and the American Meat Institute Worldwide Food Expo.
Prior to joining the Nielsen Perishables Group in 2002, Sherry served as vice president of Fleishman-Hillard, a marketing communications organization. Her specialty was marketing campaigns and new product launches for national accounts such as Welch’s, Hallmark, Monsanto, Farmland National Beef, and McDonalds. Her work included the national launch of the Maya Angelou Life Mosaic from Hallmark program. Her previous experience also includes international work with the USDA Foreign Agriculture Service (Vienna, Austria) and Emile Voarick Vineyards (Dijon, France).
Sherry has a bachelors degree in agribusiness from the University of Nebraska.
Jonna Parker - Director, Account Management jonna.parker@nielsen.com
As a director of account services, Jonna Parker channels expertise in fresh consumer and performance trends into successful category development programs for clients across the fresh departments. For nearly a decade, Jonna has helped retailers and suppliers understand what their consumers want and how to grow business by indentifying and capitalizing on sales trends.
She is an in-store bakery department expert and also shares her fresh food insights at industry events and with trade publications including Modern Baking and Supermarket News as well as consumer media such as The Wall Street Journal and National Public Radio.
Prior to joining the Nielsen Perishables Group, Jonna worked for several public relations and event marketing agencies. She graduated from Bradley University.
Sarah Schmansky – Director, Retail Programs sarah.schmansky@nielsen.com
Sarah is responsible for building strategic partnerships with leading national and regional supermarket retailers. Sarah’s engagement ensures our retail partners receive the necessary information and tools to make critical business decisions within the fresh space. Sarah’s knowledge about the food retail industry provides the ability to close the gap between supplier category management execution and retailer expectations to foster efficient and effective collaboration.
Prior to joining the Nielsen Perishables Group, Sarah was in store-level and operational management with The Kroger Company. Her most recent role, as a Grocery/Drug GM Coordinator, dealt exclusively with executive staff in the implementation of effective merchandising and operational plans and ensuring store-level execution.
Sarah received her bachelor’s degree in marketing from Michigan State University.
Kari Volyn - Vice President, Marketing Services kari.volyn@nielsen.com
Kari provides recommendations and execution support for clients in the fresh food industry on marketing communications activities including brand development, media relations, product introductions and influencer outreach programs. Prior to working for the Nielsen Perishables Group, Kari was at Fleishman-Hillard, Inc., a global public relations agency where she managed similar activities for clients such as the Kellogg Company and Gatorade.
Kari also has experience directing communications programs for the fresh foods industry having worked for the California Strawberry Commission and the Washington Apple Commission where she directed national public relations programs that included retail, foodservice and consumer-focused initiatives.
Kari holds bachelor's and master's degrees in communications from Washington State University.
Kelli Beckel - Senior Marketing Manager kelli.beckel@nielsen.com
Kelli works with clients to create a strong image and presence in the marketplace through branding as well as consumer and industry outreach. She collaborates across account management, consumer research and analytics teams to complete comprehensive research projects and communicate results with clients and the industry.
Kelli’s support of client marketing efforts include media relations, website content development, promotional materials, industry presentations, trade show coordination, social media and industry newsletters. She leverages long-standing relationships with the media and the retail trade to execute consumer and trade marketing and public relations programs on behalf of clients.
In addition to supporting client marketing communications, Kelli manages the Nielsen Perishables Group brand. She directs and executes the writing, editing and publishing of organizational publications and promotional materials including, but not limited to, client communications, capabilities presentations, press releases, feature news articles and a monthly industry newsletter. Kelli also executes monthly content and design updates of the company website.
Prior to joining the Nielsen Perishables Group, Kelli managed marketing and media relations for a not-for-profit organization supporting individuals with disabilities.
Kelli graduated from Central College in Pella, Iowa.
Tim Tanguay - Senior Vice President, Technology tim.tanguay@nielsen.com
As a senior vice president for the Nielsen Perishables Group, Tim develops leading edge technology solutions for the retail industry. His technology expertise combined with an in-depth knowledge of the retail industry has led to the creation of several successful software implementations for the perishables and dry grocery industries. Tim leads the design and development of the FreshFacts® category management software, the leading tool for category data and planning in the perishables industry.
Prior to joining the Nielsen Perishables Group, Tim was president and co-founder of Knowledge Management Resources, Inc., a technology solutions provider where he was chief architect and developer in the retail industry solutions program. Tim has also worked for the Center for Retail Management at Northwestern University where he specialized in statistical modeling and software development.
Tim holds a master's degree in business/finance from the Kellogg Graduate School of Management at Northwestern University and a bachelor's degree in economics and mathematics/computer science from Colby College.
Beth Padera - Director, Analytical Services beth.padera@nielsen.com
As director of analytical services, Beth Padera leads the Nielsen Perishables Group Analytics and Insights team in using a variety of data sets to glean answers to clients' most pressing business questions related to the fresh food industry. She has expertise in leveraging shopper card data and demographic profiles to develop consumer insights. Beth conducts and analyzes custom research such as in-store tests, benchmarking and best practice development. She also creates and customizes data tools for clients, with expertise in the areas of activity-based costing, pricing and promotion.
Prior to joining the Nielsen Perishables Group, Beth worked as a consulting engineer, specializing in water quality modeling. Her combined interests in data analytics, numerical modeling, and the fresh food industry led Beth to join the Perishables Group in 2001.
Beth holds a master's degree in environmental engineering from the University of Illinois in Urbana-Champaign and a bachelor's degree in engineering from the University of Notre Dame. She earned a certificate in integrated marketing from the University of Chicago.
Cara Ammon - Director, Research Services cara.ammon@nielsen.com
Cara is responsible for the development and execution of all consumer and trade research and in-store tests. She is the liaison with external research providers as well as internal account management identifying client goals and managing projects through completion.
Cara manages various types of consumer research projects including consumer Internet surveys, in-store surveys, focus groups and live consumer panels. Cara is responsible for all aspects of these studies including research design, survey and discussion guide development, project execution, analysis, and creation of final results reports that meet clients’ goals and contribute to their overall strategic vision.
In addition to consumer research, Cara conducts trade research projects and manages the execution of in-store tests. Trade research involves working with the Nielsen Perishables Group Retail Advisory Board and interviewing top retail executives to help clients understand the trade’s perspective. To ensure the success of in-store product and merchandising tests, Cara works with third party auditors to ensure test stores are in compliance with all test parameters.
Cara came to Nielsen Perishables Group with project planning and execution experience in design development, data collection, and market research and analysis. She also has extensive experience in coordinating various marketing activities from graphic design to brochure and newsletter writing and editing.
Cara holds a bachelor's degree in marketing from Indiana University.