Alexa Spanier
Director, Shopper Marketing @Mark Anthony Group
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WORK HISTORY
Director, Shopper Marketing @Mark Anthony Group
Chicago, IL, US
Lead national integrated and shopper marketing strategy for flagship beverage brands, driving retail visibility, brand engagement, and commercial performance across U.S. channels.Built and scaled a Shopper Marketing organization positioned as a strategic business partner to brand and commercial teams.Developed a high-performing team supported by clear growth plans, coaching frameworks, and performance enablement tools.Established a center-of-excellence model integrating retail media, eCommerce, and insights to improve collaboration and effectiveness.Delivered omnichannel programs that strengthened brand relevance and unified activation across digital, in-store, and experiential channels.Recognized for advancing organizational capability and deepening the connection between brand vision and retail execution.
EDUCATION
Colorado State University
Journalism, Public Relations
Murray State University
Master of Business Administration (M.B.A.)
SKILLS
ABOUT ALEXA SPANIER
Transformational marketing executive with over 15 years of experience leading brand, shopper, and omnichannel strategy for global CPG and beverage organizations. I bring a proven ability to connect brand purpose with retail execution, creating integrated strategies that build brands, engage consumers, and deliver business growth.Throughout my career, I’ve partnered with some of the world’s most recognizable brands across complex, fast-moving categories. My approach centers on uniting data, insights, and creativity to drive meaningful connections between consumers and brands at every stage of the purchase journey.At Mark Anthony Brands, I lead national shopper and omnichannel marketing for White Claw, Mike’s Hard Lemonade, and Cayman Jack—focusing on elevating retail visibility, strengthening customer partnerships, and modernizing how brand and commercial teams go to market. I’ve built a culture of collaboration that empowers my team to think strategically, lead with curiosity, and deliver breakthrough retail activation.Previously at Kellogg’s, I directed brand and innovation initiatives for flagship portfolios including Special K, Eggo, and Jumbo Snax. My work spanned innovation planning, cross-functional leadership, and full-funnel marketing integration. Earlier experience with PepsiCo’s regional activation and agency leadership roles gave me a strong foundation in creative strategy, executional excellence, and retailer engagement.I’m passionate about helping organizations evolve how they approach shopper and retail marketing—transforming it from a tactical function into a true growth driver. My leadership philosophy emphasizes collaboration, talent development, and building teams that combine analytical discipline with creative agility.Core Focus Areas:Brand Management • Shopper Marketing • Omnichannel Strategy • Retail Media • Commercial Strategy • Insights • Digital Shelf Optimization • Cross-Functional Leadership • Agency & Partner Collaboration • Team Development
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