When chatting with Galina Boutvilovski, it’s easy to understand why Walmart Canada is recognized as a leader in the digital, e-commerce and shopper marketing space.
Her enthusiasm for finding untapped opportunities and the impact it has on the bottom line is matched only by her desire to see that Walmart continues to lead the retail pack.
Boutvilovski started working with Walmart in 2009 while she was an account manager at CrossCap, first managing the development of the retailer’s original e-commerce site, then eventually taking over its email and online flyer program.
In 2010, Walmart recruited Boutvilovski as online media manager of e-commerce to work on the launch of a newly designed and more robust website that would allow the retailer to compete with online giant Amazon, among others.
During this time, Boutvilovski built a digital advertising program that offered targeted opportunities to Walmart vendors on Walmart.ca. As part of the project, Boutvilovski developed and introduced online ad products and solutions including brand pages, sales kits, rate cards and campaign analytics.
Boutvilovski worked closely with media agencies before eventually in-sourcing the sales functions, essentially creating an in-house media group.
“We turned Walmart.ca into a publisher, monetizing the website through advertising ahead of our launch of online shopping in Canada,” explains Boutvilovski (who worked closely with 30 Under 30 alum Drew Cashmore on the project).
“The real opportunity was in creating performance-based marketing solutions for our suppliers that they couldn’t get anywhere else, because we can effectively optimize our campaigns against conversion,” she adds.
In February 2013, Boutvilovski was promoted to senior manager, digital advertising. Ten months later she was named director, ad media and shopper marketing (a new position within the company) to head up Walmart’s media and shopper marketing initiatives including flyer, TV, print search and display advertising.
Since then, she and her team have tripled advertising revenue. In the last eight months, she has developed and managed over 25 major marketing programs with over 50 leading national brands.
Boutvilovski says she’s just getting started. She believes there is a “massive untapped opportunity” for Walmart to monetize its owned media channels, but also new products and solutions that leverage shopper data. Walmart, she says, is in a unique position to offer advertisers something no one else can in the Canadian retail space.
“Amazon has a very established digital media program and there are other bricks-and-mortar retailers who have established in-store marketing program — we are able to combine both,” says Boutvilovski. “Not only can we identify the customer’s path to purchase from online to store, but we also know whether they converted. That is something that is incredibly valuable to a brand/advertiser.”
If the opportunity is there, no doubt Boutvilovski will find it.
Meet the rest of the 30 Under 30 for 2014
