Profile: Paige Dunn, Trade Marketing Manager, Fiji Water

Since joining Fiji Water, Paige Dunn has overseen many business-forward decisions, including the repositioning of the brand’s entire trade marketing strategy in the U.S. But her mission goes beyond that: She’s focused on continuing to build the business while developing its people. “Strong cross-functional relationships come to life when each member is fully empowered to ‘use their voice,’” she says. Dunn helps drive this culture throughout the organization by leading by example. Dunn spent more than eight years at Red Bull, with her final post in trade activation, before moving into trade marketing at The Wonderful Co. in September 2017, first on the sales side and then for Fiji Water after one year. She built the department and strategy during a time of significant change to the brand’s distribution model. “This pushed me to think both creatively and pragmatically,” she says. “I challenged the team to uncover unique, innovative merchandising solutions and to maintain our category leadership by ensuring we consistently delivered connected touchpoints along the consumer path to purchase.” Through close collaboration with internal and external partners, Dunn and her team created premium point-of-sale materials, including a display that yielded 40% gross margin ROI, she recalls, and regained key points of distribution in Fiji Water’s largest accounts. Nationwide, the brand’s POS portfolio generated a 128% sales lift while ensuring product was easily accessible to shoppers. “These partnerships also extended digitally, enabling us to meet shoppers both online and offline, driving strong consumer loyalty,” she says. In April 2020, Dunn assumed her current position as trade marketing manager for Fiji Water, Justin Wines, Landmark Wines and JNSQ Wines. The role’s expanded scope and responsibility is a challenge she embraces wholeheartedly. “I continue to expand my knowledge of shopper marketing while still trying to bring a fresh perspective to an exciting category,” she says.

Profile: Paige Dunn, Trade Marketing Manager, Fiji Water

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