What is important for brands to keep in mind when they are marketing to women?
Women continue to be the primary shopper in the household and are critical influencers for what comes into the house—hence we often think of and treat women as “gatekeeper.” However, the other side of “women” is consumption for themselves, which is often overlooked. Key questions to ask include what is important to her for herself, what is the pace of her life, what unique nutrition needs does she have, etc.
Can you talk about your work as a board member with Big Brothers Big Sisters?
First, it’s so important to give back to the community. Second, as a mother of three, I know the importance of role modeling and inspiring young people to strive to achieve their best. The gift of mentorship cannot be undervalued.
What leadership advice do you have for women?
Climb and pull—we must climb ourselves first, put ourselves in the arena to make a difference, and then pull others with us. I’d also encourage women not to be afraid to ask for what they want and clearly state what they have earned. I once had someone tell me that I was being a “marshmallow” in being clear on what I wanted to do next in the company. Since then, I have always been clear in what I want to do and why I think I’m the best choice for a role or project.