Celia Van Wickel Email & Phone Number

Kansas City, Missouri, US

Lead and manage team responsible for Digital Shelf content and activation, Retail Media, Search, and Social Media activation strategy, Amazon, 3rd Party Marketplaces, and D2C website sales execution; contributing double digital growth to the business. Build annual digital commerce plans in collaboration with Sales and Marketing functions to unlock.

Mclean, Virginia, US

• Engage with senior Digital Commerce business leaders to define 1-year and 3-year strategy and set roadmaps toward best-in-class digital commerce analytics solutions
• Lead a team of 6 in transforming eCommerce and omnichannel analytics strategy, connecting second party, third-party, and internal data to bring in-house more accurate and holistic business intelligence measurement
• Align with technical teams and cross-functions to build connected analytics programs anchored in digital shelf, retail media, omnichannel, and ecommerce customer sales enablement (e.g., Walmart, Amazon, Instacart)
• Lead brand contributor of IAB’s Retail Media measurement standards and co-author of Share of Voice measurement chapter
• Development of advanced analytics products in eCommerce / Omnichannel realized over $50 million in Global annual value
• Expert speaker at conferences/podcasts on Digital Shelf measurement, ecommerce, analytics, Generative AI (ChatGPT).

London, GB

Lead the team in strategy, planning, and content development for eCommerce and omnichannel insights, across the retail, channels, online pure-play, and CPG industries, including Amazon. Analyze the eCommerce/omnichannel retail landscape, reporting on key trendsDevelop retail and channel level forecasts and assumptions in the online channelLead a team in.

Atlanta, GA, US

• Elevated digital commerce thought leadership through insights integration in playbooks for National Retail Sales, Click & Collect, Impulse, Digital Shelf.
• Hosted webinars/conferences/summits, presenting synthesized stories to the organization, retailers, and foodservice using custom research, data, and analytics
• Led eCommerce shopper strategy for Target, leading to a turnaround in relationship and development of an eCommerce roadmap
• Built virtual testing quantitative research and development of best practice guidelines for Omnichannel POS marketing used by all of Coca-Cola North America
• Established quantitative virtual test and learn capability identifying components of online digital shelf that drive ROI
• Pioneered the insights development for Coca-Cola’s first-ever collaborative business planning with Instacart and AmazonGo, highlighting multiple business growth opportunities

El Segundo, California, US

• Manage Shopper Insights team direct reports and Shopper Insights budget & annual planning, consulting with Walmart, Target, and Amazon sales and marketing teams on shopper activation
• Manage trends communication - presented synthesis on the future and activation of voice shopping
• Support planogram eye-tracking testing for Walmart and Target, proving over a $1 million ROI with targeted improvements
• Implemented faster Holiday season weekly reporting to track toy industry performance and activated Holiday insights storytelling with Christmas Carol Theme creating stickiness within the organization
• Reinvented segmentation using artificial intelligence (AI) and mobile geofencing that provided improved segmentation that was more actionable for the business
• Developed 6-second package communication test rule for Fisher-Price based on in-the-moment insights

Mooresville, NC, US

• Led and developed direct reports; direct reports were promoted under my leadership
• Led department consultation to improve insights integration with business stakeholders
• Identified omnichannel consumer gaps impacting sales performance for Lowe’s; worked collaboratively with senior executives to develop new messaging, media, pricing and competitive strategies
• Supported Chief Marketing Officer in ad creative testing & development, helping provide successful ad campaigns by creating a process for quick, timely feedback. Developed copy testing best practices. Consultant on.
• Guided company holiday merchandising strategies to develop better sales signage, create a digital delivery strategy, and a focus on season-long promotions to win the season
• Built and led online community panel which increased qualitative capabilities and saved up to 50% on projects for the department

Bentonville, Arkansas, US

• Won department award in first three months for effective project collaboration and teamwork
• Developed the first online customer satisfaction program for SamsClub.com; providing greater in-depth knowledge of website performance
• Influenced the Walmart wireless team to create the optimal product offering for WiFi which identified correctly the take-rate of the product in-store
• Identified inefficiencies in new membership program impacting the roll-out of the largest initiative for Sam’s Club in several years
• Helped develop holiday and annual category strategies for Walmart electronics
• Identify, execute, and synthesize qualitative and quantitative research, secondary research (NPD), and analytics to provide actionable insights to marketers, ecommerce teams, and merchants to help support their.

Chicago, Illinois, US

• Provided new insights on driving customer walk-ins to dealerships published in trade publications and proved an additional third of value for the business, helping increase sales
• Conducted the industry’s first mobile automotive shopping helping to inform the new mobile landscape for the category, published in trade publications and helped with mobile development and thought leadership for the.
• Consulted on Super Bowl advertising campaigns that helped grow awareness and sales for the business
• Aligned the business on first customer segmentation studies to develop targeted marketing strategies to acquire new car and used car shopper
• Helped to develop website redesign to further capture appeal of new car shoppers
• Built insights team over time to coordinate all of Cars.com’s qualitative and quantitative marketing research (B2C & B2B) activities to identify customer preferences and attitudes across product development, consumer.

London, CO

• Responsible for online advertising effectiveness research projects, including the consultation on development of online surveys and interpretation of results using statistics.
• Council clients (Procter & Gamble, Quaker, Wrigley, Unilever, Kellogg’s, Sears, General Motors) on how to improve online marketing strategy through application of findings gained through research.
• Coding surveys and cleaning data with SQL
• Manage and train Junior Analysts.

Ms, Marketing Analysis

Bachelor'S Of Science, Speech (Bssp); Marketing Communications; Advertising & Public Relations