THURS11:00am ← All 2017 Sessions

Aligned 2017 Session:Why Retailer Enablement is Critical to Your Digital Marketing Strategy


Consumers expect a quick, easy, and fun path to educating themselves before making an online or in-store purchase. And because they can shop so easily for the best price, your brand reputation, product information, and local advocacy has never been more important than it is right now to deliver value and drive retail opportunities.

Digital marketing plays a key role delighting customers throughout the buyer journey; however, many retailers struggle to implement digital marketing because they don’t have the right tools, the right enablement from the brand, or even the time to do it well.

In this session, Sheldon Bailey, Consumer Business Manager at ADM Animal Nutrition, will help you define a retailer enablement strategy that drives digital marketing and delivers on consumer expectations.


  • Define a true partnership for success, leveraging your brand’s expertise and resources and the retailer’s relationships and awareness in the local community
  • Provide education that explains the value and importance of digital
  • Communicate best practices in social media and digital via ongoing training and webinar engagements with your retailers
  • Make it easy for retailers to participate in marketing campaigns

Session Speakers

Sheldon Bailey  
Consumer Business Manager at ADM Animal Nutrition

Sheldon has 33 professional years within the animal nutrition manufacturing industry. His responsibilities have ranged from direct B2B sales to business-to-consumer communications through independent retailers. Sheldon’s current responsibilities are product management, creating consumer demand for ADM Animal Nutrition products, and leading the development of a national distribution channel to independent farm and ranch retail stores. Archer Daniels Midland Company is a global food processing and commodities trading corporation, headquartered in Chicago, Illinois with an annual revenue of $62.35 billion.

Sheldon has a BS in Agriculture from Purdue University, and an MBA from Indiana Wesleyan University. Sheldon is a member of various industry associations, and is the current past-chair of the American Feed Industry Association Equine Committee. Sheldon is committed to improving public education, serving his second 4-year term as an Illinois School Board member, currently chairing both the Curriculum and Policy Committees in Quincy, Il.