On this episode of Courageous Commerce, Monisha Dabek, chief industrial officer and common supervisor at Ocean Spray, joins hosts Rachel Tipograph and Sarah Hofstetter to speak about methods to navigate the dynamic panorama of the patron items business.
In discussing her profession journey and the alternatives she has made alongside the best way, Dabek emphasizes the significance of getting a real ardour for the business by which you’re employed. She stresses the importance of taking the trail much less traveled to achieve a broad spectrum of experiences. Moreover, she mentions that the job title doesn’t outline the function; it’s the scope of accountability and cross-functional collaboration that actually matter.
A major side of Dabek’s function is guaranteeing concord between gross sales and advertising. Dabek acknowledges that her distinctive profession path equips her to know the views of each gross sales and advertising, permitting her to facilitate constructive dialogue and drive the model ahead.
The dialog shifts in the direction of how Ocean Spray, with its 93-year historical past, constantly stays related with the following era of shoppers. Dabek highlights the model’s legacy of making classes like cranberry sauce and craisins, which contributes to its cultural relevance. She additionally mentions the model’s profitable use of TikTok and the way it helped appeal to new, youthful shoppers who’ve now develop into part of the model’s base.
With the vacation season approaching, the hosts and Dabek delve into Ocean Spray’s plans. They reveal the model’s thrilling new marketing campaign celebrating the transformative energy of cranberries in making unusual moments extraordinary. The dialog hints at an upcoming marketing campaign for cranberry juice and a inventive social media marketing campaign centered round cranberry sauce, bringing Workforce Canned and Workforce Do-it-yourself collectively.
Key takeaways
- Stability wholesome pressure between gross sales and advertising to fulfill each model and retailer calls for.
- Faucet into present conversations to have interaction new and present shoppers.
- Leverage seasonal moments to drive model engagement and broaden the patron base.
