How can manufacturers navigate today’s retail challenges while building long-term growth through strategy, execution and partnership?
Strategy in the grocery industry now goes far beyond planning. As retailers face increased competition from mass merchants, private label gains share and shoppers stick more closely to their lists, manufacturers need partners who can connect retailer relationships, market intelligence and execution to drive growth.
Nicole Jevsevar, senior vice president of strategy at Schraad Sales & Marketing, discusses how manufacturers can turn strategy into measurable, lasting results.
How has the role of strategy evolved in today’s grocery industry?
Strategy today goes far beyond planning. It starts with understanding customers, aligning with client goals and turning insights into actions that create measurable results. As the retail landscape becomes more complex, manufacturers need partners who can connect retailer relationships, market intelligence and execution to drive growth.
What are the biggest challenges manufacturers are facing today?
We’re seeing three major trends. Retailers continue to face increased competition from mass merchants, private label continues to gain share, and consumers are becoming increasingly intentional with their purchases by sticking to shopping lists. Those realities require manufacturers to think differently about how they create visibility, drive trial and earn repeat purchases.
How can manufacturers overcome those challenges?
Success requires creativity paired with execution. That means leveraging retail media, strengthening digital shelf presence, creating compelling in-store programs and identifying opportunities that capture shoppers’ attention. Whether it’s themed events, secondary displays or promotional partnerships, brands have to create reasons for shoppers to discover products beyond what’s already on their list.
What role does retail execution play in delivering results?
Execution is where strategy becomes reality. At Schraad, we believe every level of retail matters, from headquarters to the individual store. Maintaining a consistent presence at the shelf allows us to execute planned initiatives while also identifying unplanned opportunities that help our clients win in the marketplace.
Why is investing in data and insights so important?
Data alone isn’t enough. The value comes from transforming information into actionable insights. By combining consumption data with customer knowledge and retailer relationships, we’re able to make informed recommendations that help clients respond quickly to changing market conditions and uncover new opportunities for growth.
How does Schraad’s culture influence the way you serve clients?
One phrase perfectly captures our culture: “Get Better Every Day.” It’s a mindset that encourages continuous improvement across every department and every role. When everyone is committed to improving together, we’re able to deliver more value to our clients while building stronger partnerships and a stronger organization.
What does success look like for Schraad moving forward?
For us, success is measured by impact. We want to create meaningful results for our clients, invest in our people and strengthen the communities we serve. Whether that’s helping manufacturers grow, supporting organizations like the Regional Food Bank of Oklahoma and the Alzheimer’s Association, or finding better ways to work together internally, our focus is on making a positive impact every day.
Nicole Jevsevar
About the Expert
Nicole Jevsevar serves as senior vice president of strategy at Schraad Sales & Marketing, where she helps manufacturers drive growth through strategic planning, retail execution and collaborative partnerships. With a background spanning consumer packaged goods, organizational strategy and large-scale change management, Nicole brings a holistic perspective to helping brands navigate today’s evolving retail landscape.
At Schraad, Nicole works alongside cross-functional teams to transform insights into action, connecting data, retailer relationships and execution to deliver measurable business results. She is passionate about fostering a culture of continuous improvement, believing that the pursuit of getting better every day is what drives long-term success for both clients and team members.
Nicole also champions Schraad’s commitment to making a meaningful impact beyond the business, supporting initiatives that strengthen communities while building lasting partnerships across the industry.
