Paula Deen
As with Rachael Ray, I served as Director of Retail Marketing and Creative with Meyer Corp - Paula’s largest licensee of cookware and kitchen products.
My first area of focus was to work with Paula and her team to understand her brand and where they wanted to take the business. This once included going through her kitchen for creative ideas and her closets to find out what colors she likes to wear. The speckled finish on her cookware came out of this investigation as well as her color palette.
The next key area of focus was partnering with the sales teams to ensure strong placement. This would include working on presentations for retailer meeting and line reviews, procuring samples and prototypes and developing planograms.
The final area of focus was to work with retailers to ensure a strong presentation in stores and online to showcase the product and educate customers. Her rollout was a hit and launched in over 10,000 doors at retailers like Target, Walmart, Sears, JC Penney, Kohls and Amazon.
Scope of work included:
Brand Strategy
Product Marketing
Creative Development
Shopper Marketing
Tradeshows
Event Marketing