Susan Lambert, Director of Shopper Marketing and Customer Insights at Massimo Zanetti Beverage, joins Jennifer and Risa on the latest episode of CPG Scoop!
Susan has spent her career in CPG with companies large and small, starting in Sales then moving into Marketing and Insights. Susan truly loves studying consumer data - what people do, what it means, how to reach them, how we connect our brands to meet these needs, what are the white spaces in our portfolio, etc.
She has demonstrated strengths, including highly effective consultative selling, development of marketing strategies for both new and existing products, team leadership, expert proficiency in analytics, market research and sales management with demonstrated results.
Susan is very much a family person, and enjoys hanging with them in her "not work" time.
Our favorite takeaways from this episode with Susan:
- With consumers having many paths to purchase, we need to, very closely and customer by customer, optimize the way we can convert our products and help them convert products in stores.
- Micro-influencers that are aligned with your customer base can return very strong ROIs, low investment, great content, and great engagement.
- People are still looking for convenience, and are very interested in sustainability, but that definition varies by the cohort.
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