Shopper Marketing - September 2017 - 34
PEOPLE TO WATCH
n late 2015, Carmina Mio was given the
opportunity to work on a Beiersdorf team
charged with developing foundational
path-to-purchase insights for the hand
and body lotion category - for which Beiersdorf is the category leader. The team realized
it needed to get to know the shopper on a
much deeper level. After nearly a year of intensive qualitative and quantitative research, she
says the company was able to supply insights
around the consumer and shopper journey for
its key customers and channels.
"This was information that both our sales
teams and customers were
starving for," she says.
"Leading this work was
very rewarding, not only
because I was learning
something new every day,
but also because it was providing tremendous value to
my entire team."
Mio has spent her working career at Beiersdorf,
starting in a purchasing/
inventory analyst roll, moving into supply chain roles,
then customer insights
and, most recently, serving
as the go-to-market manager for Nivea. With a degree in international business and minors in Spanish
and international marketing, it seemed like a natural
fit working for a company
with global elements.
y SHOPPER MARKETING SEPTEMBER 2017