Valassis Leader Recognized Among Top Women in Grocery
Melanie Bauman Drives Client Success With Strategies Anchored in Insights
LIVONIA, Mich.–(BUSINESS WIRE)–#grocery—Valassis, the leader in marketing technology and consumer engagement, today announced Melanie Bauman, vice president of grocery sales, has been named by Progressive Grocer to its 2020 list of Top Women in Grocery.
Progressive Grocer recognizes overall excellence and consistent achievement among executive women leaders in the North American retail food industry. Bauman’s deep understanding of consumer behaviors in the food retail industry fosters insightful and consultative relationships to help grocery retailers grow. She spent 15 years working in grocery retail, which gives her a unique vantage point on the industry and fuels her passion for helping clients. Through her leadership, Valassis supports industry-leading grocery clients with timely insights to identify relevant audiences, understand competitive industry performance and communicate with consumers through multichannel campaigns. Earlier this year, Bauman was honored by the Griffin Report in its edition of Women of Influence in the Food Industry.
Bauman is passionate about mentoring and advancing women in the industry. She serves on the company’s Women’s Network, as an ambassador for the Network of Executive Women (NEW) and is the Executive Co-Chair for the NEW Southern California regional group.
“I work with the smartest and most progressive team in a dynamic industry,” Bauman said. Grocers know what’s happening inside their four walls, but we help them understand what happens everywhere else. Our diverse client base provides not only insights into grocery, but other businesses that impact grocery retailers as well. Powered by our Valassis Consumer Graph™, our data science and insights provide unique perspectives on industry trends and rapidly changing consumer behaviors. These insights help to successfully drive media strategies and deepen customer relationships.”
As the industry faces increased competition from online services, accelerated demand and challenges related to COVID-19, leaders like Bauman partner with grocers to execute engagement strategies anchored in insights as well as help them understand the value of a weekly cadence of messaging to stay top of mind.
Bauman, and Valassis, are known for equipping clients with leading-edge insights to help grocers innovate, navigate new omnichannel realities and identify proper incentive approaches. For instance, a recent Valassis survey illuminated that 46% of consumers are more interested in deals, coupons or promotions now than before the coronavirus began. Survey findings also identified insights on the growing number of grocery consumers accelerating their omnichannel buying and changing loyalty behaviors.
Using Valassis insights and product innovations focused on the grocery vertical, Bauman also helps clients navigate digital channels as a dynamic real-time platform for amplifying weekly sales, promotions and new services as well as successfully managing their direct mail and print strategies to engage shoppers.
“Melanie uses all of the tools and intelligence available to her to support her clients’ success,” said Susan Rothwell, chief revenue officer, Valassis. “She is a strategist who is driven by innovation and inspiring by the way she leads with a passion for the business.”
Valassis, a Vericast business, is the leader in marketing technology and consumer engagement. We work with over 60,000 companies and brands in a wide array of industries, partnering to anticipate consumer intent, inspire action, and create demand. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RetailMeNot Everyday™ is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. Follow Valassis on LinkedIn and Twitter.