Member Spotlight (May-June 2023)
Adrienne Czech Gibbons
Marketing Director
Jelmar (CLR Brands)
Main job responsibilities: I work with the marketing team to develop a holistic marketing plan to build and grow both the B2C and B2B businesses. Our strategy and tactical plan development includes promotion of new products, brand-level support and customer-level plans that comply with current brand standards. I manage all outside agency and vendor initiatives in support of the brand’s business objectives — advertising/media efforts, public relations, promotions, market research, website and packaging development and execution. I also am a liaison with international teams in Australia and Canada as needed to ensure consistency of brand strategy and execution globally.
How you win with shoppers during uncertain economic times: We are working hard to pass savings on to consumers at checkout through digital coupons, rebates, temporary price reductions and fuel rebates. Anything that will help consumers feel more comfortable with what they are having to pay to buy our products is very important to us.
New marketing tactic that you use: The tools may change throughout time and vary by retailer, but the focus is always on the consumer experience — whether in-store or at home. A company can never go wrong when the consumer is at the center of all initiatives.
Best career advice you’ve received: Go in each day with a positive attitude.
Memorable aha moment in your career: Seeing the value of working for a small- to midsize company that is family-owned. There is more of a real work-life balance. When I speak to others in larger corporate roles, I recognize the value of a culture that allows me to enjoy a breadth of responsibilities and have a true impact.
What you are watching right now: Apple TV+ has some great original content. I love “Shrinking” and of course the third season of “Ted Lasso.”
Recent travels: We did some college visits on the East Coast with my family. We went to Boston for three college visits. While there, we took in a Celtics game, the Red Sox home opener and some of the historic walking tours. We tried to make it fun for the whole family.
Merri Jones
Vice President, Account Services
Thomas J. Paul
Main job responsibilities: I currently manage the Mars Wrigley account. I make sure every project, from simple design to more complex campaigns, is met with incomparable service, insightful strategy and inspired creativity.
How you win with shoppers during uncertain economic times: Candy is a constant. It has been there for consumers in good times and in bad (even more so when bad). It has never been too expensive and is always available. It gives people a smile and a small break from what is going on in this world. If anything, I believe people appreciate the small things in life these days. I think people are realizing they deserve a treat more so than ever.
New marketing tactics that you use: We are always pushing for the next great marketing trend. This year was about showcasing appetite appeal. We want to let the consumer know what’s inside. They might not know they want it until they see it.
Best career advice you’ve received: Work hard because many people don’t. It will set you apart from the rest.
Memorable aha moment in your career: Realizing that when you become an expert in your client’s field, it helps them build their business, your trust and that, ultimately, builds your business.
Recent travels: I took my 16-year-old to Palm Beach, Florida, for her spring break. I want her to see what her life could look like if she works hard and smart. Motivation is key at her age.