Aline Meloni’s Post

Transcript

Hi everyone. I'm Melanie. Melanie and we're continuing with the CPG Market Maker series where we talk about the behind the scenes of your favorite brands. Let's meet today's guests. Victoria, can you give yourself? Yeah, of course. So hi, everyone. My name is Victoria Diaz. I am Brazilian. I've been working with CPG industry with insights and data analytics for the past 10 years now. And I started my career at Nielsen, then I moved to Unilever and now in Mongolia's Canada. So I've been working with both agencies and also the manufacturer side, which is really interesting. Yeah. And that's me. That's all. Awesome. Thanks Vic. How does your work create a positive impact on the world? Yeah. So that's such an interesting question. As I mentioned, I've been, I spent more than 10 years now providing data-driven in size for the shipping industry. And you know, part of my work is designed to support the strategies behind very iconic brands, right, depending where I was and any point in my career. So talking about Molly specifically, we're thinking about brands like Oreo, Ritz, Chips Ahoy, which are brands that reach over 90% of household penetration, meaning that those rents hold the potential to shape. Influenced generations with everything that they do. And when we think about that for a second, it's my role is not only to provide the insights to make those brands growth and revenue or share whatever it is, but also to make sure that they are contributing to society in a positive way since those brands have the power to create a more inclusive and sustainable world like. Doing things, for example, investing CapEx into producing an eco friendly packaging for the foreseeable future or supporting impactful programs with the community. And one thing that I want to say on any is especially for the young professionals out there, whenever you're starting to think to to when whenever you're thinking to starting your career, I cannot state enough how important is to choose a company to work that have similar values, that share similar values. Thank you. So when come to data specifically, it's incredible. It's an incredible powerful tool. And I think if it's not used for the right intentions can cause us harm as it can also cause very positive changes and good in the world, right? So thinking about what company you want to work for, how you're going to leverage that knowledge in that data, it's a game changer. And talking about money specifically, I know this is not a monthly planner, but I think it's important to bring as an example. Families not only support their employees to do good in an everyday basis, they also incentivize by, for example, doing internal campaigns, encouraging its own employees to volunteer food banks in their own time, or matching each and every donation that employees can make for fundraising campaigns to alleviate poverty. So all of those things poster me to understand that what I'm doing in a day-to-day basis can make the world a better place, if that makes sense. Yeah, and I love that the CPG world comes with a lot of responsibility, right? So that's that's nice to highlight. And I'm like, I know that you're always studying consumers, their behaviors. So what actions do you think keep consumers coming back to your branch, to your products? Yeah, I wish I knew. I'm kidding. I mean, there's not A1 size fits all for this one. I would say that, like, based on my experience, if I could just put in one sentence and summarize everything that I know would be like how meaningful you truly are as a brand and how often you show up for your consumers. And what I want to like, what I, what I mean by that is that, you know, it can be as as broad as how you show up inside the store by catering your exciting flavor or bringing different innovations or making powerful partnerships or like providing the right tax or the right price point. All of those nitty gritty details and things that you can do in a daily basis for your consumers, all the way to how you cater your communication, how your brands message truly communicate what your consumer care about the most. And I think that's the game changer with the brands and that's where insights and analytics comes in because we are trying to find a human truth behind everything that you know, consumers care about and what's going to move them to be meaningful as a brand. And it's easier said than done. And even though it's not easy, if done right and with consistency, data shows that consumer will come back regardless of temporary budget constraints or changing circumstances because we do live in an ever changing. World, being a brand that you know truly values, connects the right way with those consumers and therefore stay relevant with them, should expect long lasting results no matter what. So it's. Truly analyzing your audience, making sure you're delivering the right cues, and staying consistent with whatever you do. I would say I think consumers like really driving every business decision, right. They are. We, we, we talk a lot about consumer centricity and that's literally what kind of like guide you all the way through supply, legal, marketing, ionides all about thinking about consumer and putting consumer in the center of our decisions for sure. Yeah, and Vic, if you could leave a message to young Victoria 10 years ago or even before just starting out or anyone starting out their CPG careers, what would you say? It's it's actually funny because. Not so long ago I turned 30 and it was a very difficult time for young millennial thinking about all the decisions that I did my whole life and what can I have done better. And you know, I was doing this, having this existential crisis and I came up with some things that I wish I knew 1015 years ago that I did. I, I know today. So starting with you don't have to have everything figured out. Life is symbolical and knowing when to move on is a real skill. Also knowing how to when. And how to let people go and or relationships go, meaning that can be a personal relationship, but also work relationship. It's it's key like if not longer. Fine, just move on to the next thing. Everything is cyclical and everything has a beginning, a middle, and an end. Alongside with that, there's a lot of boat, you know, setting boundaries and learning how to say no in a kindly way. It is a game changer, especially when you're talking about, you know, massive corporations and you have to make sure you're delivering so many sites for so many different stakeholders. Learning how to say no and when to say no, it's a real skill. I would also say to find a hobby for joining creativity, that it's outside of work and thinking about self improvement in a daily basis to whatever way feels right with no judgment because self improvement is improvement. So thinking that holistically in a personal level and in a professional level it's also important. Umm, I I also learned that goals involve so letting them go and understanding that you can kind of like shape them to however your direction in yourself. It's also super, super interesting to have in mind and being flexible with your goals. I would also remind myself to celebrate every win, even if it's small, even if it's big. A I mean a win is a win, so not. Carving time to celebrated properly can be harmful in the future in so many ways. And it's something always to be proud of yourself, right? And I would say lastly, just so I can wrap it all up, is to not to be attached to your success, to embrace new experience, unfamiliar experience. The uncomfortable way to grow is unfortunately or fortunately, the better way. So it's all about allowing yourself to be a beginner time and time again. And I think talking about our experience becoming an immigrant in a completely new country and starting everything from scratch, I think it's. It's the most humbling experience anyone's going to go through, but it's, it's so rewarding in so many ways. And I, I always make this joke with my friends. I would never have grown the two years that have been here compared to what whatever I'm doing in Brazil, Like it's a, it's a, it's a booster and it's all about, you know, making sure that you're embracing those experiences and you're putting yourself out there so. Yeah, that's what I would tell her. I love this Vic. And so much has gone in those years and when you were like just being open to all the new challenges or experiences that came up, right. Yes, yes. It feels like a lifetime and at the same time feels like it was yesterday. So it's a very weird feeling, but you're kind of stuck in between. You're growing as you go. So it's it's it's a good thing. O que �� que tem que s��o antes ou a spen a pressionar? To work with you and Unilever Mondelez and chatting here I feel we've learned so much thank you pleasure to work with you in Mantel you know in a daily basis you use your data so it's it's highly. Environments that they just they need. That's really good. Thank you. Awesome. Let's finish this with the toast. Let's do it. Yeah, cheers. Going to have my. Sour Patch. Wednesday Cookie. Thank you so much. Thank you.