Todd Skidmore

Sr. Manager, eCommerce, The Coca-Cola Company

Todd is currently leading Direct to Consumer eCommerce for Coca-Cola North America. He is an accomplished business and marketing professional with experience in communications, website development, program management, marketing strategy, and commercialization. With more than 13 years of experience at Coca-Cola, Todd is responsible for developing and executing strategies to drive the future of Coca-Cola’s direct- to- consumer business.

Breakout Sessions VII
Commerce Best Practices
How Coke Builds Customer Lifetime Value Across the Direct to Consumer Experience
The Coca-Cola brand has successfully created a Direct to Consumer Experience by crafting a customer-centric engagement strategy to delight across the customer lifecycle. Learn from Todd Skidmore, Coke’s Senior Manager, Direct to Consumer, and Nicole Crivelli, National Digital Marketing & eCommerce Manager at Coca-Cola Amatil, for lessons about: • Fine-tuning the hit “Share a Coke” campaign • How Neverfail Spring Water is creating meaningful engagement through targeting passion points • Prioritizing agile marketing and customer engagement decisions • Tips for build on opportunities to engage consumers leading through and beyond the path to purchase • Strategies to apply customer data and insights to drive merchandising mix and marketing messaging This session also will explore how two divisions of one of the world’s largest and most iconic brands supports cross-functional collaboration and planning across a variety of stakeholders, both internal and external.