The grocery industry is witnessing yet another significant shift with the recent appointment of Erin Storm as Senior Vice President and Chief Marketing Officer at SpartanNash. This move marks a strategic decision for the food solutions company as it aims to enhance its OwnBrands portfolio and boost brand awareness across its retail banners.
Erin Storm’s professional background is quite impressive. She joins SpartanNash from Kellanova, where she held the position of VP of Commercial Strategy and previously served as the VP of Marketing. In her extensive career of nearly two decades at Kellogg Co., she was instrumental in driving brand innovation and consumer engagement for well-known products like Pringles, Cheez-It, and Club Crackers. With her qualifications, including dual undergraduate degrees in marketing and finance, as well as an MBA from Indiana University’s Kelley School of Business, Storm brings a wealth of knowledge and experience to her new role.
This leadership change is timely as SpartanNash seeks to accelerate its transformation strategy, which has recently included the launch of a premium private label collection named “Finest Reserve.” The market for private labels is thriving, driven by consumer demand for quality products at competitive prices. According to a report by the Private Label Manufacturers Association (PLMA), private label sales have increased significantly, accounting for more than 20% of total grocery sales in many markets. This trend underscores the importance of having a strong marketing leader like Storm who can navigate and leverage consumer insights for product innovation.
Tony Sarsam, CEO of SpartanNash, expressed optimism about Storm’s contribution, stating, “Erin is a talented brand marketer with proven success in growing the demand for products that have become popular household favorites. She will play a pivotal role in driving brand awareness for our retail banners and OwnBrands portfolio, capturing market share, and leveraging consumer insights for product innovation.” This statement not only highlights the expectations set upon Storm but also indicates the company’s intent to capture a larger slice of the market share.
In addition to Storm’s onboarding, SpartanNash has also expanded its leadership team by promoting Amy McClellan from the SVP and CMO role to Executive Vice President and Chief Customer Officer. McClellan’s promotion signifies the company’s focus on enhancing customer relations, which is crucial in an industry where consumer preferences are continuously evolving. As a featured speaker at Progressive Grocer’s Grocery Impact event in November, McClellan is set to share insights on how businesses can adapt to the ever-changing demands of consumers.
SpartanNash operates in two primary segments: food wholesale and grocery retail, employing about 17,000 associates. The company’s global supply chain supports a wide range of wholesale customers, including independent and chain grocers, national retail brands, e-commerce platforms, and U.S. military commissaries and exchanges. On the retail front, SpartanNash runs 147 grocery stores under familiar banners like Family Fare, Martin’s Super Markets, and D&W Fresh Market. Such a broad operational landscape offers an ideal platform for Storm to implement innovative marketing strategies.
The grocery sector is indeed dynamic and competitive. According to Progressive Grocer’s 2024 list, SpartanNash ranks as the 45th largest food retailer in North America and is recognized as one of PG’s 10 Most Sustainable Grocers. These accolades not only boost the company’s reputation but also reinforce the potential for growth and expansion in the retail landscape.
In light of these developments, it will be interesting to observe how Erin Storm’s strategies unfold at SpartanNash. Will her experiences at Kellanova and Kellogg translate into innovative marketing campaigns that resonate with consumers? The coming months will provide insights into her approach to enhancing the company’s brand visibility and product offerings in an increasingly competitive marketplace.
As SpartanNash continues to adapt to new market conditions and consumer preferences, Storm’s leadership could play a vital role in transforming its marketing function and ensuring the continued success of its OwnBrands portfolio.