Retail

Coworking with Emily Zippilli

She’s a senior national account executive at the Kellogg Company for Costco’s Northeast locations.
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When Emily Zippilli was on her college tour at St. Joseph’s University, three things floored the then-18-year-old: the campus, the student culture, and the revelation that it had a food marketing program. “It became a done deal,” she recalled.

Now, years later, she’s a senior national account executive for the Kellogg Company (she has Toucan Sam’s beak in her email sig file!), working exclusively with Costco stores in the Northeast. But she spends time in more than just the cereal aisle, since other Kellogg’s brands—like Cheez-It and MorningStar Farms—are also in her purview. “Nothing brings people together better than a good meal,” Zippilli told us, “yet nothing is more complex than the supply chain and negotiations processes that lead to those meals hitting shelves and getting in your cart.”

One thing we can’t guess about you from your LinkedIn profile: My first job in the food industry entailed a hairnet, apron, and giving out hot dog samples at Costco.

What’s your favorite project you’ve worked on? When I was on the ShopRite account, we redesigned the cereal aisle to flow by cereal type (i.e., kids) as opposed to cereal manufacturer (i.e., Kellogg’s)...A standard cereal aisle flows by manufacturer. The Kellogg’s, Post, Quaker and General Mills items are all in their own section. However, the Kellogg’s thought process was that your everyday shopper doesn’t shop by manufacturer. Instead, they are shopping for different preferences of the members of their household.

One trend that you’re excited about this year: I think it’s been really interesting to track the innovation and VC investments in “the last mile” of a shopper’s journey. Time is our most precious commodity, and these are all focused around adding time and convenience back to our everyday lives.

Are you a cereal mixer or nah? Hear me out…but you need to mix Frosted Flakes and Rice Krispies. The sweetness of Frosted Flakes combined with the snap, crackle, and pop of Rice Krispies never disappoints.

What’s the most embarrassing product in your order history from Amazon that you’re actually willing to admit? An embarrassing amount of dog bandanas to keep my Bernedoodle, Pepper, well accessorized at all times.

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