Editor's note: If you're an end-client researcher and interested in participating in a Q&A with Quirk's, please e-mail me at emilyk@quirks.com.
What question is at the center of your job as a category and revenue growth manager?
At BIC, we bring simplicity and joy to everyday life as a leading national value brand. As category and revenue growth manager for our Canadian business at BIC, I help our team better understand what value means to consumers and how that has changed in recent years. As consumer spending becomes more constrained, and ultimately pivots to another “new normal,” it is critical that we deliver the right product, in the right channel, at the right time and at the right price point.
Consumers are perceiving, backed up by report after report in the media, that their dollars are getting them less. The Dollar channel shopper, which has been growing by leaps and bounds during COVID, often comes to the store with a limited basket. At the same time, some consumers find value by shifting to the club channel and bulking up with large pack items. For our e-commerce shoppers, value often means never having to leave their home to make the trip.
Does your experience working in B2B sales influence your current role at BIC?
Early in my career, one of my sales leaders gave me the advice that I need to be at “D” while I was leading the customer through “B” and “C.” I find myself using very similar approaches to storytelling today that I developed back then, supported now by more data points and hard numbers.
After spending 15 years in B2B sales, BIC is my first CPG/client role.
BIC offered me an amazing opportunity to use my sales experience to support our commercial team. Over the past three years, I’ve been fortunate enough to help support all three of our categories in both the U.S. and, most recently, in Canada. Hands down, moving to BIC and supporting our categ...