Patrick Fitzmaurice is leading the Institute’s efforts to establish the Path to Purchase Leadership University, a new training and professional development initiative for Institute members. Prior to joining the Institute, Fitzmaurice spent more than 10 years at the Capre Group consulting in the shopper and path-to-purchase space. With his shopper-driven orientation, Fitzmaurice has proven success in bringing brands to life in retail as well as a 25-year track record of consumer packaged goods and general marketing success. Fitzmaurice has developed expertise in manufacturer-retailer collaborative business planning, shopper marketing capability building and identifying opportunities through hypothesis-driven thinking. Before joining the Capre Group in 2003, he held leadership roles at companies such as Unilever, Nielsen and Donnelley Marketing as well as several successful startups. He has served as president of the American Marketing Association in Georgia and currently serves on its executive board.