Staying Related in Client Tradition


On this episode of Courageous Commerce, Monisha Dabek, chief industrial officer and normal 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 through which you’re employed. She stresses the importance of taking the trail much less traveled to realize a broad spectrum of experiences. Moreover, she mentions that the job title doesn’t outline the position; it’s the scope of duty and cross-functional collaboration that actually matter.

A major facet of Dabek’s position is guaranteeing concord between gross sales and advertising. Dabek acknowledges that her distinctive profession path equips her to grasp 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, persistently stays related with the following technology of customers. 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 customers 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 extraordinary 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 Group Canned and Group Home made collectively.

Key takeaways

  • Steadiness wholesome rigidity between gross sales and advertising to fulfill each model and retailer calls for.
  • Faucet into present conversations to interact new and present customers.
  • Leverage seasonal moments to drive model engagement and broaden the patron base.



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