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Channel map

Chain drug and personal care

Personal care, OTC, wellness or beauty headed for CVS, Walgreens or a drug chain.

01

Who actually controls the yes

Aim at the seat, not the seniority. The most senior person is rarely the decision.

Category manager

Assortment and the planogram for one category.

Merchandising director

Category strategy and review priorities.

Beauty or personal care lead

A distinct door with its own standards.

Regulatory and quality

OTC and claims compliance. A hard gate, not a soft one.

02

The way in

  1. 01NACDS itself advises suppliers to use a broker to secure appointments.
  2. 02Clear regulatory and claims review before you pitch anything.
  3. 03Attend the Annual Meeting for meetings, Total Store Expo for reach.
  4. 04Expect a formal category review calendar. Ask for the window.

03

Firms that cover this channel

Brokers exist to be found by brands. These are the ones who work this channel.

The Emerson Group

Chain drug and mass. Long-standing HBC depth.

  • Scott Emerson · Founder and CEO
  • Elizabeth Karvonen

The Shuster Group

Chain drug and personal care.

  • Jim Shuster · Founder and President

Market Performance Group

Drug class of trade strategy and execution.

  • Jason Henney

JOH

Health, beauty and wellness.

  • Kevin Tassinari

National Sales Solutions

Chain drug coverage.

Middlebridge Marketing

Chain drug coverage.

04

Rooms you cannot walk into

These are invitation-led by design. Knowing they exist is why cold outreach reads badly.

  • NACDS Strategic Exchange
  • Sponsors Reception
  • Broker-arranged dinners
  • Retailer-specific supplier summits
  • Category and line reviews

05

Where you can actually show up

06

Who sets category strategy

Public leadership, for context only. These are not submission targets. Aiming here skips every seat that owns your decision.

  • Musab BalbaleCVS Pharmacy
  • Michelle LeBlancCVS beauty and personal care
  • Tracey KollerWalgreens
  • Lauren BrindleyUlta Beauty

Knowing the map is not the same as being ready.

Ask Shelf Help to read your brand against this channel. It tells you which gaps would fail a review here, in the order they cost you.

Get your read

Titles verified August 2026. Retail roles move often, so confirm before you act. Nothing here implies access, endorsement, or influence. All channels