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Collective Bias selects Mary Tarczynski as chief shopper marketing officer

Wednesday, December 12, 2012  
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Mary Tarczynski, formerly senior vice president and general manager of MARS Advertising, has been named chief shopper marketing officer at Collective Bias, based in Bentonville, Ark. 

Tarczynski will lead the content marketing company’s San Francisco office and oversee growth of the other satellite offices, including New York, Minneapolis and Chicago, as more brands and retailers look to integrate content marketing into their shopper marketing plans.

"It is truly fascinating to see how the social component has flipped the entire shopper marketing space on its head,” Tarczynski said. "While creating emotional appeal will always be important, understanding and addressing your shoppers in real time has become the true differentiator.”

At MARS Advertising, Tarczynski helped drive sales and brand equity for The Coca-Cola Company,  Campbell Soup Company, The Clorox Company and Diamond Foods, among others.  

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