---
title: Blog for Practical Shopper Marketers | Scott Caldwell
description: Scott Caldwell is the Principal at Iridium Marketing Advisors. From ideation to program & partnership management, Iridium helps brands develop & execute efficient and effective shopper programming with focus on efficiency & simplicity. Scott’s 23 years in Shopper Marketing have helped him build strong relationships across the marketing services industry, and have enabled him to identify and bring the right experts to your marketing opportunity. Iridium will vet, negotiate & manage the best partners for your program, all with seamless communication, a trained eye for efficiencies, and an expert understanding of your retailer’s expectations.
image: https://blog.shopperations.com/hubfs/Blog%20for%20practical%20Shopper%20Marketers%20-%20preview%20image.png
---
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### BLOG FOR PRACTICAL SHOPPER MARKETERS
## Scott Caldwell
Scott Caldwell is the Principal at Iridium Marketing Advisors. From ideation to program & partnership management, Iridium helps brands develop & execute efficient and effective shopper programming with focus on efficiency & simplicity. Scott’s 23 years in Shopper Marketing have helped him build strong relationships across the marketing services industry, and have enabled him to identify and bring the right experts to your marketing opportunity. Iridium will vet, negotiate & manage the best partners for your program, all with seamless communication, a trained eye for efficiencies, and an expert understanding of your retailer’s expectations.
Find me on:
### Recent Posts
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## [I Surveyed 30 “Hot” Shopper Marketing Vendors. Here Are My Observations.](https://blog.shopperations.com/30-hot-shopper-marketing-vendors-report)
CPGs and their agencies are yearning to learn more about new shopper technologies and vendor capabilities. It may be hard to believe if you are a vendor trying to find the marketing decision makers, but believe me, they are ready to listen.
[Read More](https://blog.shopperations.com/30-hot-shopper-marketing-vendors-report)
[All posts](https://blog.shopperations.com/all)
[](https://cta-redirect.hubspot.com/cta/redirect/1590127/abba3902-dda3-42c9-8120-854ccd64a38b)
[](https://cta-redirect.hubspot.com/cta/redirect/1590127/ba0c9887-ee4d-4dd8-9fb2-e89e93b06da7)
### Posts by Topic
- [Shopper Marketing Best Practices (91)](https://blog.shopperations.com/topic/shopper-marketing-best-practices)
- [Shopper Marketing Tools & Tech (50)](https://blog.shopperations.com/topic/shopper-marketing-tools-tech)
- [Insider Scoop (44)](https://blog.shopperations.com/topic/insider-scoop)
- [Shopper Marketing 101 (30)](https://blog.shopperations.com/topic/shopper-marketing-101)
- [Shopper Marketing Trends (22)](https://blog.shopperations.com/topic/shopper-marketing-trends)
- [Shopper Marketing Agency (12)](https://blog.shopperations.com/topic/shopper-marketing-agency)
- [Shopper Marketing Careers (12)](https://blog.shopperations.com/topic/shopper-marketing-careers)
- [Startup Life (11)](https://blog.shopperations.com/topic/startup-life)
- [Podcast (10)](https://blog.shopperations.com/topic/podcast)
- [Shopper Marketing Conferences (8)](https://blog.shopperations.com/topic/shopper-marketing-conferences)
- [Shopper Marketing Hero (8)](https://blog.shopperations.com/topic/shopper-marketing-hero)
- [Shopper Insights and Analytics (7)](https://blog.shopperations.com/topic/shopper-insights-and-analytics)
- [Shopperations Product Updates (7)](https://blog.shopperations.com/topic/shopperations-product-updates)
- [Vlog (6)](https://blog.shopperations.com/topic/vlog)
- [Shopper Marketing Tactics and Vendors (5)](https://blog.shopperations.com/topic/shopper-marketing-tactics-and-vendors)
- [CPG eCommerce (3)](https://blog.shopperations.com/topic/cpg-ecommerce)
- [In-Store Marketing (1)](https://blog.shopperations.com/topic/in-store-marketing)
- [Retail Media (1)](https://blog.shopperations.com/topic/retail-media)
- [Shopper Marketing Examples (1)](https://blog.shopperations.com/topic/shopper-marketing-examples)
see all
### Popular Posts
[](https://blog.shopperations.com/9-things-i-wish-brand-managers-knew-about-shopper-marketing-2025-edition)
### [9 Things I Wish Brand Managers Knew About Shopper Marketing (2025 edition)](https://blog.shopperations.com/9-things-i-wish-brand-managers-knew-about-shopper-marketing-2025-edition)
Posted on November 18,2025
[](https://blog.shopperations.com/the-evolution-of-shopper-marketing-and-the-next-power-shift)
### [The Evolution of Shopper Marketing and the Next Power Shift](https://blog.shopperations.com/the-evolution-of-shopper-marketing-and-the-next-power-shift)
Posted on March 02,2026
[](https://blog.shopperations.com/shopper-insights-101-what-they-are-and-why-they-matter)
### [Shopper Insights 101 - what they are and why they matter](https://blog.shopperations.com/shopper-insights-101-what-they-are-and-why-they-matter)
Posted on October 04,2023
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