Brand campaign planning and in-store execution often operate in silos, which leads to mismatched messaging, extended timelines, and unnecessary costs. In the highly regulated beverage alcohol category, these gaps can be even more costly, impacting compliance, shopper engagement, and ultimately sales.

This session will share real-world lessons that show how early alignment between brand, creative, sourcing, and retail execution teams can transform program outcomes. Attendees will learn:

• How to structure cross-functional collaboration from day one to ensure creative ideas translate seamlessly to the store level.
• Why incorporating sourcing and logistics considerations into campaign planning doesn't mean stifling creativity.
• Strategies for maintaining consistency across national campaigns, in-store displays, and digital touchpoints.
• No matter the category complexity, gain insight into developing repeatable processes for uniting teams, eliminating inefficiencies, and delivering a cohesive shopper experience.