Executive Highlight
Marisa Lytle
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Vice President Ecommerce & Digital Marketing, Allied Materials - Owner & Manufacturer of Springbok Puzzles and Allied Flag Brands
- Industry: Consumer Goods / Services
Business Founded: 1963
Phone: (816) 241-8080
Email: [email protected]
Address:
1420 Kansas Avenue
Kansas City, MO 64127
How long have you been in your industry?15+ years
Why did you choose your industry?I have been in both the B2B and B2C side of consumer products for over 15 years. As a person who is painfully curious, I have translated that into success for the businesses I work with by really deep diving into the WHY behind consumer and wholesale buyer purchases of the product. I lean into listening to the various channels we can track on sentiment around the brand and then find out why they say they are strongly for/against a product and leverage that into our message.
Who are your typical clients?Consumers of course as well as retailers, both mass market and independents in North American markets.
What do you like best about being in this industry?I have always been very open to and probably more comfortable than most with change. Marketing during my whole career has been a constant source of change and that fits a person who is always looking around the corner for what is coming and thinking about how to adapt and be agile enough to take advantage of that change.
What are common problems you see?As markets mature - profitability starts to play a role in the channels you choose to market in and at times that will start to starve the top of funnel marketing activities a brand needs to survive. Churn happens in every brand and if you are not feeding that top of funnel - even if it is less profitable to do so - you will inevitably see your market share shrink.
What advice/tips do you have for clients?Explain to your clients the metrics that matter and why. Make sure that you understand what you can afford to spend to market your product but produce the profit the owner needs or requires then back that spend into a plan that feeds your full funnel.
When is your busy season?Q4 without a doubt is our busy season
What keeps you up at night?Marketing is always seen as a disposable expense in business particularly when the business is experiencing difficulty - I worry about the job security for my team and myself because marketing is the first cut a business makes in difficult times and I see some difficult times ahead economically.
How do you market yourself to grow/expand your business?Our products are niche so we watch and test into niche marketing channels while continuing to feed those traditional channels that work best for us- right now we are doing a lot of testing in Reddit and Pinterest and refining our audiences there. On the flag side of our business we will be testing into CTV more this year.
How involved are you in the community?We get to support a variety of organizations through our products and there is a trend of using puzzle competitions to raise money for a variety of organizations locally and nationally - these puzzle challenges - usually competitions or speed puzzling - are an activity anyone can participate in that brings people together for good causes.
What is your favorite not for profit or charity?Alzheimer's Association - they provide a lot of resources and education for millions of patients and their caregivers that is critical to navigate such a terrible disease.
What do you enjoy doing in your free time?I'm a dog person and I have two big girls (120 pds each) Great Pyrenees that my husband and I like to spend time with and they love dog park time when they can socialize.
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