Member Spotlight (September-October 2024)
Madelyn Radetsky
Director of Integrated Marketing
Amylu Foods
Main job responsibilities: My focus is to develop the omnichannel marketing strategy and make sure it is executed cohesively for a unified brand experience.
How you win with shoppers during uncertain economic times: We focus on being the reliable fridge staple that families can count on. By offering convenient, healthy meal solutions that cater to every family size — whether it’s a larger pack or individually wrapped options to avoid waste — we ensure that everyone has access to nutritious meals without added stress. While life throws plenty of challenges our way, mealtime doesn’t have to be one of them.
New marketing tactic that you use: One channel that I have really seen expand is the offerings via digital delivery services — both third party and through the retailer directly. They have continued to offer new ways for us to reach consumers while they are in the act and mindset of purchasing, which has been a great opportunity for us to reach the consumer directly while shopping.
Best career advice you’ve received: Fail fast, learn quick. That advice has really taken a new meaning in my current role. As a growing brand, learning to embrace mistakes as learning opportunities and rapidly adjusting is why we have seen such success within our team. Being encouraged to experiment and accepting that failure is inherently part of the process allows me to drive innovations.
Memorable aha moment in your career: Realizing the power of integrating insights from all of my past career experiences. Having this realization helped me grow into my integrated marketing role by recognizing the value of connected experiences across every touchpoint from in-store, to digital, to social in order to drive deeper engagement and ultimately help build a brand.
What you are reading right now: My vp of marketing has encouraged our team to read "How Brands Grow" by Byron Sharp. I do often refer back to it as it offers a viewpoint and helps me take a step back when I am creating strategies to reach that next level for our brand.
Fall travel or leisure plans: I have my sister's wedding coming up in Atlanta. I'm excited to travel back for that and spend time with family. I also have a few different plans to attend University of Georgia football games both in Athens, Georgia, and in Austin when they play at Texas. Internationally, my next big trip is going to be to Japan. It’s in the early stages of planning.
Erin Barber
President and Chief Client Officer
C+R Research
Main job responsibilities: I oversee client relationships and ensure their satisfaction. I also direct our analytic teams, encouraging innovation and employee empowerment. All of this feeds into my role of fostering growth, creativity and profitability that guides our strategic direction.
How you win with shoppers during uncertain economic times: At C+R, we pride ourselves on building strong, long-lasting relationships with our clients, ensuring we understand their unique needs and challenges including navigating through uncertain economic times. We offer targeted educational webinars, newsletters, blogs, workshops and conference presentations to keep our clients informed about the latest shopper behavior trends and strategies.
New marketing tactic that you use: We introduced a partnership with a connected panel of U.S. consumers that captures thousands of behavioral data points based on web browsing and app usage. This high-quality sample has advantages over other sample sources. We can target category users based on known browsing behavior, receipt data and append numerous profiling data variables without the negative effects of lengthening the survey. This allows our clients to understand specific behaviors tied to their segments toenhance marketing tactics and strategies across channels.
Best career advice you’ve received: Always view your organization and role as "under construction." This mindset encourages continuous improvement and adaptability, ensuring you remain proactive and responsive to new challenges, teams and circumstances. It fosters an environment of growth and humility, recognizing there's always room to evolve and innovate.
Memorable aha moment in your career: Recognizing and appreciating the nuances of individuals and the power of collaboration has shaped my journey. These moments remind me to stay curious and adaptable. They’ve taught me the value of continuously learning from others who have different perspectives and experiences.
Fall travel plans: My husband and I are heading to Croatia to visit his family who live there. Most of our time there will be spent with family and friends, enjoying the amazing Adriatic Sea, delicious fresh seafood and touring Krka National Park.