Group Vice-President, Customer Marketing, Walmart team
Coca-Cola Co.
Biggest challenge right now: One of the biggest challenges for me currently is balancing our internal and retailer priorities in terms of timing, consumer trends, marketing investments and forward-looking opportunities. There’s an abundance of great ideas and solutions coming from both Coca-Cola and our retailers, and the hardest part is to determine which initiatives provide the largest business opportunities. This isn’t limited to only short-term results, but also thinking through strategic long-term ventures that we can build out with a three- to five-year vision.
Solution for others facing the same challenge: As a company whose purpose is to “Refresh the World. Make a Difference,” we are always looking for new and innovative ways to get consumers to sample. With all the safety restrictions over the past few years, we’ve had to adjust our sampling strategies and are always searching for more options to get our products in more people’s hands.
New marketing tactic that you’re planning to keep in your toolbox for the future: We have tried so many tactics, it’s hard to narrow in on just one. I’d say anything that is mobile-based and incorporates those apps or media that people are using every day. Make it simple and don’t ask consumers to create accounts, log in, create profiles, etc. The simpler, the better.
Best advice you received in your career: When presenting a proposal or solution, always think through and be prepared to address the difficult questions. You can’t be over-prepared.
Memorable aha moment in your career: So many aha moments and still learning every day. I can say that I have learned that good ideas can come from anywhere, so don’t be afraid to look outward for input.
What you are watching or reading right now: I’m engaged in anything related to design thinking. Training, books, TED Talks. It’s a fantastic capability to use to drive business growth.
What are your summer plans? Spending time with family, hopefully on a beach somewhere with no internet access. But just getting back to normal a bit and enjoying the summer.
Senior Manager, Commerce Marketing
The J.M. Smucker Co.
Biggest challenge right now: Supply chain issues are keeping us on our toes. Managing media and promotions to match items with healthy inventory is an ongoing challenge.
Solution for others facing the same challenge: Using real-time inventory levels via API to reflect available product in ads. This allows us to highlight only products that are on store shelves nearby by geofencing ads and serving up based on mobile GPS location of consumers.
New marketing tactic that you’re planning to keep in your toolbox for the future: Shoppable ads are delivering a great consumer experience and delivering great return on ad spend right now. They allow consumers to shop in the moment without leaving the content they are enjoying.
Best advice received in your career: Don’t get hung up on your job description. A team player that is willing to do whatever needs to be done will always be in demand.
Memorable aha moment in your career: When I switched from healthcare to CPG food. I realized marketing skills are truly transferable across any industry. You don’t have to be a product expert to be a marketing expert. The product knowledge can be gained along the way.
What you are watching or reading right now: “Undone” on Amazon Prime. Truly original fiction with great story writing and rotoscope animation that gives it an interesting twist.
What are your summer plans? Taking the family to find a quiet getaway on the beach. We love South Carolina and Georgia coastal areas.
