Price Chopper Creates Shopper, Digital Marketing Dept.

Price Chopper Supermarkets/Golub Corp. has formed a shopper and digital marketing department that will concentrate exclusively on developing shopper marketing programs and guiding the Northeast regional grocer’s digital strategy.

The team will aim to build incremental sales and customer loyalty through comprehensive marketing and merchandising programs focused on key selling occasions and themes employing Price Chopper’s digital properties and traditional marketing vehicles.

Heidi Reale, director of shopper and digital marketing, heads the new department, working with team members Maritza Santos, senior shopper marketing coordinator; Meagan Handford, brand marketing manager; and Megan Finin, digital marketing coordinator.

In her new role, Reale will direct all shopper marketing programs and advance Price Chopper’s digital strategy, asset development and execution. Since joining the company in 1984, Reale has held various positions in marketing, consumer research and e-commerce.

Santos will coordinate shopper marketing programs with Price Chopper’s consumer packaged goods partners. She has been with the company since 2008, most recently as marketing coordinator.

Handford will work with Price Chopper’s CPG partners to create shopper marketing plans designed to work in tandem with the grocer’s overall brand strategy. She has been with the company since 2004, most recently as brand manager.

Finin will coordinate all digital marketing for Price Chopper. She joined the company in 2011, and her most recent role was that of marketing coordinator.

Schenectady, N.Y.-based Golub owns and operates 132 Price Chopper grocery stores in New York, Vermont, Connecticut, Pennsylvania, Massachusetts and New Hampshire. The family-managed company’s 22,000 associates collectively own more than 50 percent of its privately held stock, making it one of the nation’s largest privately held corporations that is predominantly employee-owned.