Molly Hjelm has been named vice president of marketing for SPINS, Chicago, IL. Ms. Hjelm will lead SPINS’ marketing efforts, including communication strategy, corporate branding, events, and media relations, with a focus on leveraging SPINS’ extensive research and thought leadership in the natural, specialty, and health & wellness markets to drive value for SPINS’ clients and partners.

“My team is tasked with bringing the best of SPINS to the world, pairing the company’s unparalleled view of consumer buying behavior in natural and specialty with our expertise in health, nutrition, and food policy to produce content that matters to our current and prospective clients,” said Ms. Hjelm.  

Ms. Hjelm possesses nearly a decade of experience consulting with retailers and manufacturers on media and marketing strategy and attribution. She comes most recently from IRI’s Media Center of Excellence, where she crafted learning plans that enabled CPGs to optimize their media spend and hold their digital spend accountable to in-store sales. While there, she specialized in CRM optimization, developing and commercializing a suite of solutions around CRM personalization with some of the world’s leading manufacturers.

Ms. Hjelm cut her teeth in retail data at dunnhumby, bringing retailers and brands together through the language of consumer purchase data. Later, at 84.51º, Kroger’s data analytics arm, she aided in the launch of a consulting practice to help brands create innovation and media campaigns that resonated with their most loyal shoppers.

“Molly is passionate about equipping our clients with the insight they need to meet the evolving needs of their consumers,” said SPINS CEO, Tony Olson. “From M&A activity to new retail outlets, the competitive landscape is changing faster than ever before. In an increasingly dynamic marketplace, Hjelm’s expertise will reach SPINS’ clients and partners with the right content at the right time to foster their growth and innovation.”