Jessica Cronin has been named the new performance group manager at Associated Food Stores. It’s a role that builds on Jessica’s more than two decades of experience across advertising, rewards and digital platforms. In the position, she will oversee omni-channel collaboration, gather and incorporate retailer feedback and manage relationships with key technology partners.
Jessica’s career with AFS began in an unexpected way. While working for a broker during a store remodel, an AFS team member mentioned an opening in the advertising department. Jessica applied and was hired as an ad assistant where she supported weekly ad development and proofing changes for the stores in her assigned ad group. With that start, she has watched the work change significantly over the years, from print-focused weekly ads to a growing mix of digital and personalized tools designed to reach today’s shoppers.
“I’ve been lucky to be part of a lot of changes here,” Jessica said. “I’ve seen how our ad groups and promotions have evolved to better support our retailers.”
A major part of that evolution came during her 10 years working with rewards and promotion management. During that time, the rewards program grew from about 60 stores to more than 180, with hundreds of digital coupons offered through the program each month. Jessica helped guide a full relaunch of the program with a new provider, supported website and app partner changes and worked through numerous customer-facing updates as the program shifted from a small set of offers to more personalized deals.
Some of the milestones she is most proud of include helping the program reach more than one million members, building and launching a new rewards platform with Brdata, implementing personalized offers with Birdzi and, most recently, rolling out Rewards Your Way, a multi-media campaign that’s driving significant attention and success.
As performance group manager, Jessica will focus on strengthening coordination across advertising, digital and promotional channels. She is also looking forward to working closely with retailers and the advertising team to continue improving AdStudio and expanding the ways stores can customize their ads.
At the heart of her work is a belief in the role AFS plays as a wholesaler supporting independent grocers.
“Helping local store owners serve their communities is what keeps me motivated,” she said.
She has seen the grocery industry change dramatically since she started, especially with the move toward digital experiences. Her background in rewards savings and digital coupons has helped her adapt as the focus shifted away from printed materials and toward online and mobile platforms.
In the year ahead, her goals include enhancing the AdStudio process with new templates and greater flexibility, expanding personalized advertising and rebuilding the website program.
Her advice to new team members at AFS is straightforward. Keep the retailer in mind and do not lose sight of the customer.
“We’re here to support them so they can focus on running a great local grocery store,” she said.
Jessica believes that mindset is what sets AFS apart. She says the customer perspective is part of nearly every discussion, from planning meetings to long-term projects.
Outside of work, Jessica has been married for 26 years to her husband, Nic, a high school teacher at Bountiful High. They have a son, Wes, a daughter in law, Kate and a daughter, Kami, who is a high school senior. The family is excited to welcome a new grandchild in March.
When she has time to recharge, the beach is her favorite place to be. Hawaii tops the list, though San Diego has become the family’s annual vacation spot. Her first job was with Procter and Gamble, hanging shelf talkers for new products. Her favorite comfort food is Costa Vida tacos and when it is time to relax, she turns to comedies, especially “Parks and Recreation” and almost anything featuring Will Ferrell.