Nigel graduated from York University with Honours in Strategic Management and Marketing in 2002. He currently works as a Loblaw Food Focus Manager at Campbell Soup Company, and has worked there for four years now. Prior to this position, Nigel worked for seven years in the Frito Lay division at PepsiCo Canada.
Please tell us a little bit about yourself.
A passionate business leader with sales, marketing and Category Management Consulting experience communication and analytic abilities.
What made you choose marketing as a career and how long have you been in the business?
I started as a sales rep in a large DSD organization and I wanted to learn more about Consumer and Customer insights to better understand the path to purchase. I have been in the industry for over 18 years.
What area of marketing do you specialize in?
I specialize in Customer and Consumer Insights.
What are the aspects you love the most about your job?
I love to be able to execute a plan, engaging many cross-functional partners that will deliver solid sales results.
Can you please describe for us a typical day in the life at your company?
Not one day is the same as there are many priorities in which needs to be managed at all times.
What aspects and sectors of the marketing industry fascinate you the most and why?
The Consumer Insights aspect of marketing as you get to better analyze and understand the entire path to purchase and how to maximize shopper engagement.
As marketing students, what skills should we attain or improve upon in order to make us more attractive to potential employers?
Being able to multi-task several priorities and having experience in the industry you would like to be in would add a ton of value to potential employers.
If you could go back to school again, what would you change or improve on?
I would prepare more by having all the readings done prior to class and be proactive by asking for help based on the challenges faced.
In your opinion, what prospects does this industry hold for job seekers?
We are at an inflection point now, as we need to be able to understand the consumer as best as possible with all the changing trends going on.
How would you describe the importance of marketing as a function of business?
Extremely important as marketing is responsible for baseline sales to which the majority of CPG companies are in decline.
What interesting consumer trends do you find to be most prevalent from your companies’ point of view?
How to win and better understand the millennials (digital) and the multicultural consumer’s trends (food sensitivities/foodies/passionate kitchen masters); future of the Canadian demographic.