On this episode of Courageous Commerce, Monisha Dabek, chief business officer and basic supervisor at Ocean Spray, joins hosts Rachel Tipograph and Sarah Hofstetter to speak about methods to navigate the dynamic panorama of the buyer items trade.
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 trade wherein 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 making certain concord between gross sales and advertising and marketing. Dabek acknowledges that her distinctive profession path equips her to know the views of each gross sales and advertising and marketing, permitting her to facilitate constructive dialogue and drive the model ahead.
The dialog shifts in direction of how Ocean Spray, with its 93-year historical past, persistently 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 odd moments extraordinary. The dialog hints at an upcoming marketing campaign for cranberry juice and a artistic social media marketing campaign centered round cranberry sauce, bringing Staff Canned and Staff Home made collectively.
Key takeaways
- Stability wholesome stress between gross sales and advertising and marketing to satisfy 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 increase the buyer base.