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Eileen Granata

Director, Client Leadership Team
Eileen Granata

Eileen loves marketing innovation…and getting out in front of the trends, bringing diverse elements together that drive growth and revenue in unique ways. Eileen joined Merkle in November 2010 as part of the Travel, Media & Entertainment (TME) and Consumer Packaged Goods (CPG) verticals, where her responsibilities focus on providing strategic leadership to our current and future CPG customers. Eileen brings 20+ years of CPG experience to Merkle, both client- and agency-side, and has a deep understanding of the industry from both the retailer and manufacturer point of view. She collaborates with key leaders in areas such as digital, integrated marketing, sales, finance, category management and new business opportunities.

Prior to joining Merkle, Eileen was responsible for building and managing the shopper marketing and integrated marketing processes for Del Monte Foods. Eileen also served on the executive committee for several corporate programs, including an industry study on shopper marketing. Before joining Del Monte Foods, Eileen was a founding member of PowerPact LLC, a start-up agency specializing in consumer promotions and shopper marketing. Eileen was responsible for developing integrated strategic campaigns that achieved marketing goals and sales objectives across multiple channels. She worked with several companies, including Susan G. Komen for the Cure and Fortune 500 businesses such as General Mills, Lexus, Volvo, Kroger, Target and Wal-Mart. Eileen first became involved with PowerPact through associates she worked with at Clear Channel. During her career at Clear Channel, Eileen was part of Chancellor Marketing Group, a division that developed non-traditional programs for various Fortune 1000 companies targeting specific demographics.

Eileen attended Robert Morris University and lives in Pittsburgh.

Eileen's Articles, Blog Posts, Webinars and More

Circulars and Digital

On March 11, the Wall Street Journal released an article online entitled "Retailers Can’t Shake the Circular Habit." Reporter Suzanne Kapner detailed the anomaly of retailers' continued dependence on circular print ads in the face of digital's burgeoning growth in marketing plan execution. However, from a retailer’s perspective, the real question is: why would you walk away from circulars?

The Rise of the Platform Marketer: Personalize Customer Relationships Within Consumer Goods

As Mike Mojica pointed out in a recent post, "The Real Retail Audience Platform — The Store," when talking about addressability at scale, “The secret lies in converging the digital platforms with the physical platform — to create personalized and engaging experiences at every touchpoint.” But what does this really mean? With today’s shopper, purchase decisions can happen anytime and anywhere. So how can a brand ensure the best possible experience for the consumer?