Profile: Morgan Sonnier, Account Executive, Geometry Global
During the summer of her junior year in college, Morgan Sonnier interned at Geometry Global. After earning a degree in advertising the next year and then going on to become a “Double Dawg” at the University of Georgia when she earned her master’s in advertising/PR, she returned to Geometry Global full time. She focused on the experiential side of the business during her internship but has ventured into more of the shopper side of marketing upon her return. She is one of three Women of Excellence honorees in the “Rising Star” category.
What are your current responsibilities?
Sonnier: I’m the client lead on overall program coordination, providing day-to-day executional support to the client and internal team. I lead everything from internal and client-facing meetings, develop timelines and prepare client presentations to ensure projects are fully scoped, forecasted and remain on schedule and within budget. I’m in charge of guiding our strategy, production, digital and creative teams so everyone is working in tandem and for a common goal, and so everything is developed and executed appropriately.
You’re on the Coca-Cola account team, right?
Sonnier: Yes, being in Atlanta has its perks – home base for the sweet carbonated beverage and being able to go over in person for meetings. I’ve had the opportunity to work across many different shopper campaigns for Coke, from 2016 Big Game (Super Bowl activities) to 2017 “Share a Coke” summer and summer global charter. But the most rewarding of them all has been the Diet Coke 2018 relaunch. Dubbed “Project Blaze,” we’ve been working on it since last February and have partnered with seven key retailer teams. It’s been very exciting to be involved in such a large Coke initiative and brand launch – and I’ll tell you, it’s really shaking up the stage for 2018.
Tell us how you’ve been able to immerse yourself in shopper marketing and the inner workings of Geometry.
Sonnier: I’ve had very strong female role models and mentors here who have encouraged my growth and helped me succeed on my path. I also subscribe to a lot of industry daily newsletters, and I believe getting to know your team members (outside of work) is very important to the progress of work and being able to make the business better.
How do you look at the shopping experience, from both sides?
Sonnier: I developed some major adult food allergies recently, so the growing need for me in the shopping space is for retailers to be honest and transparent about their products and ingredients on-shelf. Consumer education in the shopper marketing sphere is critical. I want to be able to educate shoppers with the tools they need to make quick, smart and healthy decisions with their limited time.
What excites you most about where shopper marketing is heading?
Sonnier: With the rise of meal-kit delivery services, same-day delivery, curbside capabilities and even the Amazon/Whole Foods merger, it will be fun to see how the brick-and-mortar storefront continues to evolve from just a shopping trip to more of an experience. The game is changing and it’s about making sure we’re hitting shoppers and consumers across multiple channels. Omnichannel retailing isn’t solely about selling across multiple channels. It’s also about letting customers do whatever it is they need to do throughout their shopping journey no matter what device or platform they’re on. And it’s crucial that we stay engaged with them at every touchpoint.