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MICHELLE MENDOZA Vice President of Marketing & Customer Experience Associated Supermarket Group (ASG) Michelle Mendoza is the Vice President of Marketing and Customer Experience at Associated Supermarket Group (ASG), a legacy retail solutions company supporting a $2.5 billion network of over 275 independently owned supermarkets across the Northeast and Mid-Atlantic. In this role, she leads ASG’s consumer and trade marketing strategies, oversees government relations, and drives the company’s digital transformation—bridging marketing and technology to empower independent entrepreneurs in the competitive food retail landscape. A highly respected industry leader, Michelle is known for her strategic vision, partnership expertise, and digital marketing acumen. Bilingual and deeply attuned to Millennials, Gen Z, and Gen Alpha, as well as multicultural markets, she brings a unique perspective to retail marketing. Before joining ASG, she served as Client Services Director at a New York-based CPG advertising agency, led national and network advertising sales at iHeartMedia and TelevisaUnivision, and began her career in consumer insights at Nielsen. Michelle is deeply committed to the industry, serving on the NGA Foundation board and advising a fitness nonprofit. She actively participates in government relations committees, advocating for ASG retailers at the state level and on Capitol Hill. She holds an M.S. from Fordham University’s Graduate School of Business Administration and a B.A. from California State University, San Francisco. In 2019, she completed the NGA/Cornell University Food Industry Management Executive Leadership Program. Outside of work, Michelle enjoys exploring food and culture with family and friends and training for endurance events.