Shopper Marketing - October 2016 - 39
CRAYOLA: MIMI DIXON, Leader, Customer Development
imi Dixon has always had a creative
side. But it wasn't until she landed at
Campbell Soup Co. that she found
her career calling. Starting out as an engineering major at Rutgers University, she also
studied sociology and political science before
getting her master's in public administration,
which included an internship in the Delaware
State House of Representatives. Seeking a
new path, she joined Campbell and spent
the next 16 years in integrated marketing.
In June 2014, she moved to Crayola to serve
as its leader of customer development and
activation. "I'm innately creative, and shopper marketing allows me that, but in different ways," Dixon says. "It's not at all where I
thought I'd be, but I get to think about big
ideas, partnerships and everyday interactions
with shoppers - that's the part that I love."
What was the draw for you to join the team
DIXON: Crayola has a history of partnerships
and retailer activation, but the science of the
discipline and building those relationships
with the retail community is why I was
Has your role changed in the past two
DIXON: I started here in charge of shopper
marketing and merchandising. Now it's
changed to shopper marketing and national
activation. As we're working on bigger
promotions, I can tie that in to a shopper
marketing leg for our retailers and build it
from the outside in.
What projects are you working on now?
DIXON: We just announced a partnership
with Minor League Baseball that will be
starting in January. It's the first relationship
of its kind for Crayola, and we're working
on many different ways we can engage our
brand in a fun, unique and organic way.
How did that partnership come about?
DIXON: We were looking at ways to add
more fun and interrupt our shoppers in
surprising and delightful ways. It was a
natural, strategic fit. We'll have national
activation as well as some local-market
activation. The games are focused on fun
and family, but we're adding to that with our
colors, energy and a greater focus on kids.
How do you and your organization define
DIXON: It's targeting and directly engaging
the shopper with this lens of retailer
customization. When you add that layer
and start to look at those unique programs
by retailer, that's where it's now shopper
OCTOBER 2016 SHOPPER MARKETING y