Our client faced the challenge of optimizing a campaign for a national beverage brand to achieve tangible outcomes, all while harnessing retail data from Kroger. The utilization of this valuable retail data offered insights into consumer behavior and purchasing patterns. There was a short turnaround time to get the campaign running, adding to the complexity of the launch for the Choozle team to navigate.
With the campaign needs relayed to the Choozle team on a Wednesday and the launch that Friday, the Choozle team worked quickly and diligently to set the campaign up for success. To ensure precise targeting, Choozle utilized zip lists of Kroger stores, allowing the campaign to effectively reach local audiences. The strategy involved categorizing these audiences into three distinct groups: new, existing, and lapsed beverage purchasers. New purchasers were shoppers who hadn’t bought any of the submitted UPCs in the 52 weeks before the campaign’s start, while existing purchasers were those who made purchases within the 26 weeks leading up to the campaign. Lapsed purchasers were identified as shoppers who had made purchases between 26 and 52 weeks before the campaign but not within the 0-26-week timeframe. This segmentation ensured that our messaging resonated with each group’s purchasing behavior, maximizing relevance and engagement. The campaign’s distinctiveness originated from its granular audience segmentation, leveraging both geographic and behavioral data from Kroger. By targeting specific shopper categories based on their purchase history, the campaign aimed to optimize relevance and engagement.
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Tina Starr is the Executive Vice President of Revenue at Choozle, where she oversees the Account Management, Media Solutions, and Sales teams. She brings over 15 years of experience in marketing and advertising, with deep expertise in performance strategy, client success, and revenue leadership. Her integrated approach drives client retention, long-term growth, and a consultative service model that connects marketing efforts to measurable business outcomes.
Previously, Tina served as Vice President of Account Management and Strategy, where she built scalable programs, led high-performing teams, and strengthened Choozle’s approach to campaign execution and strategic planning. She is known for aligning cross-functional teams and delivering results through data-driven decision-making and trusted client partnerships.
She plays a key role in shaping Choozle’s go-to-market strategy and brings a collaborative, outcomes-focused mindset to every initiative.