Associated Food Stores announced several leadership changes and organizational updates this week aimed at strengthening category management, optimizing marketing strategies and advancing team collaboration. 

Changes in Center Store and ARO 

Steve Skinner, currently serving as an ARO district manager, has been named director of center store. Steve brings decades of experience in retail and category management, providing leadership to the team and helping enhance offerings for retailers and guests. 

Steve steps into the role previously held by Lon Herget, who will move into a senior category manager role. Lon has spent much of his career in category management, and value chain leaders are excited that his expertise in this area will continue to benefit AFS and its retailers.

Amber Woodfield has been asked to fill Steve’s former role as district manager. Amber will oversee 16 stores in the central area. 

“We’re excited to welcome Amber as the new district manager,” said Darin Peirce, executive vice president and president of ARO. “With her experience and leadership, she will play a key role in the stores and help drive continued success at ARO.” 

Advertising, Category Management and Marketing Focus 

To prepare for the shift from producing weekly digital ads to supporting omni-merchandising, several key leaders from advertising, category management, and marketing will be driving initiatives through the remainder of the year. Team Members and focus areas: 

  • Gordan Welch 
  • Automating versioning with eCom Systems, generating a weekly change report for category management and implementing improved template solutions 
  • Exploring new item image and data solutions (e.g., Salsify) 
  • Gordan Welch and Allen Christiansen 
  • Supporting retailer education and alignment with new AFS performance groups 
  • Jessica Cronin and Steve Maryfield 
  • Consulting with the AMP development team to ensure all promotional types and events are supported in the new solution 
  • Jessica Cronin 
  • Completing automated billing and reporting for SingleSource, digital coupons and rewards programs 
  • Partnering with BRdata to explore new digital coupon content providers (e.g., Inmar) 
  • Thomas Horne and Jessica Cronin 
  • Establishing monthly retailer digital performance meetings for ecommerce and rewards 

“We have a variety of key areas of innovation and efficiencies that we will be focused on across these teams,” said Glen. “As we prepare to move into an omni-channel support role for our retailers, we will be looking to key leaders from these teams to help prepare for the next phase of our retail support evolution.”