Connecting the Dots: Joe Sta-Romana’s Data-First Blueprint for Haleon
Editor's Note: This article is part of a CGT series that digs into leadership hires a year into the new positions, to learn how roles are evolving and how fresh eyes can transform business operations.
Joe Sta-Romana joined the ranks of Haleon's leadership team just over a year ago, taking on the new role of chief customer officer for the U.S. business.
Haleon, a manufacturer of consumer health products that include a portfolio of brands such as Advil, Emergen-C and Excedrin, was looking to put increased focus on data analytics and digitally enabled solutions to build stronger relationships with its retail partners.
"The role really reflects how we think about the consumer journey holistically, from how products are developed and manufactured to how they show up on shelf and ultimately fit into consumers’ daily lives," Sta-Romana tells CGT.
By using a data-focused approach, the company can connect dots more intentionally, clearly setting priorities within categories with holistic value in mind.
Using Data to Navigate a Bumpy Retail Landscape
The shift in strategy comes at a time when retailers and consumers have been facing similar macro pressures, according to Sta-Romana. It's a landscape plagued with inflation, economic uncertainty and affordability concerns, which impacts how people shop and how retailers operate.
"Our challenge is continuing to serve consumers across a range of price points while clearly communicating the value and efficacy of our products as part of their everyday health routines," he says. "It's really about clearly communicating the value of proven and effective products on the shelf, both physical and digital, so consumers can make informed decisions."
That's where the power of information comes in. Consumers are generally more educated and engaged in their health than in years past, says Sta-Romana. This leaves Haleon with the responsibility of helping ensure they have access to accurate, trusted information through the company's network of medical experts and clinical leads — whether that be through its retail partners or preferred online platforms.
Insights are leveraged on the back-end as well. When Sta-Romana first took on the role, he assumed Haleon would follow a more traditional data journey, moving from descriptive reporting to predictive and eventually prescriptive analytics. With technology evolving so quickly, however, he realized that those linear roadmaps no longer hold.
"Data platforms are more automated and capable of recommending actions in real time. So, our systems are helping determine what should happen next and delivering this information to help us make impactful business decisions," he says.
As part of this, Haleon has accelerated its use of AI and machine learning to collect and organize the company's insights to better inform commercial decisions. "For example, using AI to give us a much clearer view of seasonal consumer demand so we can better align our shelves and supply chain and have the right products available when needed," says Sta-Romana.
Also: Haleon hires R&D leader
The company recently stood up a dedicated center of excellence so it can scale how it is using this information across the business. It combines signals from social listening, retailer POS data and qualitative insights with more quantitative data using AI, giving Haleon a clearer picture of shopper trends, retailer needs and what's needed to drive smarter omnichannel execution.
Strengthening Retail Relationships
When consumer goods companies and retailers grow categories together, everyone benefits, according to Sta-Romana. As such, he's helped identify several areas where the company is uniquely positioned to help its retail partners win, including Medicare Advantage, GLP-1 adjacencies and bringing in-market activation like campaigns or sports marketing into the category.
"For our retailers who serve our 65-plus-year-old consumers, particularly consumers with Medicare Advantage, it’s critical to communicate clearly in the aisle and help consumers understand how to use their benefits," he says.
"We work with our retail partners specifically to ensure shoppers are getting informed experiences before they head into the store and when they're walking the aisles. This also applies to digital commerce as more of our senior consumers are also shifting to online shopping," he adds.
When it comes to the GLP-1 trend, Sta-Romana has worked closely with retailers to support first-time users, especially around managing side effects.
"For example, we know digestive side effects can be common among users, so how do we best leverage our portfolio of products to help treat these symptoms?" he says, adding that it's also type of partnership and approach that complements the retailer's broader strategy and consumer goals.
Eyes on the Future
Next steps revolve around recent shifts within Haleon's operating model to help it position it for long-term growth.
Sta-Romana identified several priorities:
- Continue strengthening Haleon's consumer and shopper insights to stay ahead of needs and serve customers more effectively.
- Simplify processes within sales enablement and operations to better support sales teams so they can be as effective as possible.
- Continue evolving the revenue growth model to better reflect how the market is changing.
"People-first leadership is a big part of this. By building depth in areas like analytics, forecasting and revenue growth, we’re able to take some complexity out of the sales process," he says. "That gives our sales teams more time to focus on selling and serving customers, while also creating space for development and better balance across the organization. We see that as a win for our people and for the business."
