BATAVIA, Ohio (AdAge.com) -- As quiet influence goes in marketing, it doesn't get much bigger than Julie Eddleman.
In November she became the new director-North American media and marketing and shopper marketing for Procter & Gamble Co., with responsibility over its $2.7 billion U.S. measured-media budget plus billions more in shopper marketing and other communications outlays in North America.
Traditionally, the top North American media executive didn't conclude many deals directly, but influenced the direction of agencies led by Starcom MediaVest Group and P&G's legion of marketers. But as more power swings toward P&G's regional organizations, including the North American Market Development Organization, in its "One Company" program, Ms. Eddleman, 40, may well see a more direct decision-making role, too.
She's the first executive to formally add shopper-marketing duties to the job, a key factor thanks to P&G's "store back" system of building marketing plans to work first at store level.
Just prior to taking the top North American media job, she was director-shopper marketing and drug-channel marketing, and for the past six years had worked in various shopper-marketing roles. Prior to that, she had experience in general media and in line management, including a stint as Pringles brand manager.
People familiar with Ms. Eddleman from those past stops see her as a talented executive likely to go far in the marketing organization -- and expand the influence of the North American media role.