Today is Election Day, providing us all with the fortunate opportunity to vote for our country’s leader for the next four years. In the spirit of the day, we wanted to take a few moments to recognize a few great leaders in the retail marketing space that have taken tremendous strides to support their local retail partners.
There are several qualities that make a great leader — passion, confidence, innovation, integrity, and empowerment are just a few.
Here at Promoboxx, one of our core values is “Be a Leader.” It’s about stepping up, taking chances, and making change happen. The following brand leaders know that and practice these values wholeheartedly.
Here are some highlights from this year’s interviews with retail leaders at New Balance, Nissan, GE Appliances, Arc’teryx, and more:
- Why Are Local Retailers Important?
- The Importance of Aligning Retailers to National Brand Messaging
- Strategy and Tips for Local Marketing Success
- Personal Mottos to Live By
Why Are Local Retailers Important:
Tom Taylor, Head of US Run Specialty Channel Marketing at New Balance: “The independent specialty retailer represents the pinnacle brand experience. You’re going to get high-quality product, you’re going to get a high level of customer service.”
Leslie Hagan, Merchandising & Trade Communications Manager at GE Appliances: “Retailers have great influence in their communities and with their customers. They’re supporting our brand and products beyond just promoting and selling but, most importantly, by providing that crucial consumer shopping experience.”
On the Importance of Aligning Retailers to National Brand Messaging:
Erich Marx, Director of Marketing Communications at Nissan: “It’s important to us that our brand looks and feels aligned and that our messaging is more consistent to shoppers no matter where they are consuming our content. Ultimately, we are looking to elevate the game of our whole dealer network.”
David Calvert, Trade Advertising Manager at GE Appliances: “By aligning to the national brand message, smaller retailers can take advantage of the broad message being told by the brand and make it actionable on the sales floor.”
Mollie Surratt, Sr. Director of Public Relations, Social Media & Content at Mohawk Flooring: “Local retail is grassroots, exciting and a place where you can see the true transactional results of good marketing. Aligning retailers with national brand messaging allows for greater reach, of course, for the national brand, but it also empowers the local retailer to make the message come to life in that respective local market.”
Strategy and Tips for Local Marketing Success:
Kim Hoey, Sr. Marketing Director – Running Division at Mizuno USA: “The run specialty channel is our number one priority. With this comes a focus on our specialty retailers to provide input and feedback to our product development team, allowing them be a voice at the table in helping to shape our future product portfolio while empowering them to best meet their shoppers’ needs.”
Gina Thesing, Brand and Digital Marketing Manager – Animal Nutrition Division at Cargill: “We work hard to pull consumers into their stores with the power of our brands nationally, while providing the tools the retailer needs to push the word out on a local level.”
Kent Hawkins, Channel Marketing Manager – Americas at Arc’teryx: “It is important that our local retailers have the same tools that we do as a brand. We want the consumer to stay in our ecosystem when making their buying decisions. Empowering our local retailers with these tools means the consumer is more likely to purchase our product instead of one from our competitors.”
Personal Mottos to Live By:
Gina Thesing, Brand and Digital Marketing Manager – Animal Nutrition Division at Cargill: “Never be afraid to try something new. Remember, amateurs built the ark. Professionals built the Titanic.”
Kim Hoey, Sr. Marketing Director – Running Division at Mizuno USA: “The only person you should try to be better than is the person you were yesterday.”
Leslie Hagan, Merchandising & Trade Communications Manager at GE Appliances: “It’s not how you start. It’s how you finish.”
Mollie Surratt, Sr. Director of Public Relations, Social Media & Content at Mohawk Flooring: “Be patient, but not too patient. You hold the keys to your career.”
Kent Hawkins, Channel Marketing Manager – Americas at Arc’teryx: “If Tomorrow’s Challenges are not bigger than Today’s, your company isn’t growing.”
Brand Leaders United Under a Common Goal: Retailer Digital Marketing Success
What do these brand leaders have in common? They all partner with Promoboxx to promote national brand campaigns through their local retailers. It’s easy, effective, and has retailers promoting content within four clicks.
Hear why Kent Hawkins, Channel Marketing Manager – Americas at Arc’teryx, partnered with Promoboxx: