Confessions of a P2PLU Practitioner

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Confessions of a P2PLU Practitioner

By Tim Binder - 05/01/2018

Editor’s Note: These Q&A’s originally appeared in the August 2017 P2PI Member Update newsletter.

Faythe Sevilla, Customer Shopper Marketing Manager, BAYER

Faythe Sevilla

Shopper marketing is a new capability for Bayer Consumer Health in Canada, and Faythe Sevilla’s role is to set the overall shopper strategy, establish key processes and develop/execute shopper programs. Essentially, she is building the capability from the ground up.

On Path to Purchase Leadership University …

“I place a lot of importance on building the right type of shopper capability, so it’s critical that I am up to speed on the industry’s best practices. In my research, I came across P2PLU and was impressed with the courses it provides. I graduated with a strong foundation of knowledge and benefitted from networking and exposure to industry conferences and publications.”

On the “Practitioner” designation …

“I knew that ‘earning my stripes’ would give me a solid foundation on which to build an effective shopper marketing capability at Bayer. I earned the designation in April 2017, shortly after completing the two-day boot camp program in Chicago. The content was relevant to my role and the course was delivered in an interesting and interactive way. After completing the course, I returned to Toronto to individually complete the designation assessment.

“I’m proud to have the ‘Practitioner’ designation because I believe it demonstrates that I’m committed to the discipline. I’ve shared my accomplishment on LinkedIn and continue to reference what I learned in the program when educating the organization on shopper marketing principles.”

On the future …

“I’m excited to build a shopper capability at Bayer and continue to drive an integral part of business growth. I intend to stay connected to the network of professionals that I met through this program in order to tap into the great thinking that will help me continue to develop as a shopper marketer.”


Scott Bosch

Scott Bosch, Division Vice President, PROMOPOINT MARKETING

Scott Bosch leads PromoPoint Marketing’s Retailer Shopper Marketing Agency team that is focused on collaborating with retailers to develop and execute shopper-centric programs. He is challenged every day to understand retailer objectives and to create engaging solutions that include actionable insights. 

On Path to Purchase Leadership University …

“I noticed the University launching in a P2PI member email, and after I reviewed the materials it was clear that the courses would greatly benefit our team. The P2PLU courses are crucial for myself and others to further our shopper marketing discipline education. These courses provide excellent training for new shopper marketers as well as veterans.”

On the “Practitioner” designation …

“When I signed up for the course, my main interest was to gain a broader knowledge in shopper marketing. The designation was an added benefit. The class interaction, the instructors’ insights and the hands-on team case studies were instrumental in gaining a much deeper shopper marketing understanding. The process was challenging yet fun. I attended the live training over two days and completed two real world case studies independently.

“The designation provides additional credibility with clients. I proudly showcase my certificate in my office, and we have sent another team member to earn this designation.”

On the future …

“My focus is to continue to help retailers and brands grow their business through PromoPoint shopper marketing solutions. I will continue to seek out educational opportunities at the Path to Purchase Institute events and through the University. Shopper insights is next on my list as I plan on earning the P2P Professional designation.”

For more on P2PLU designations, click here.