In today's installment of Frito-Lay Snack Masters, in which we profile the accomplishments and careers of our employees and the work they're doing as true masters of their crafts, I had the chance to interview Jim Meier, senior director of customer strategy and marketing for Frito-Lay. In his role, Jim leads a team that combines a wide variety of insights about consumers and their shopping habits to create a story around how and why they enjoy their favorite Frito-Lay snacks.
Check out more information about Jim below then be sure to listen to the podcast to get his thoughts on why it's important to close the loop when learning about shopping behavior, the advantage technology plays in his role and the future of customer strategy:
- On how Frito-Lay excels at customer strategy: We've done some interesting work that has taken a full loop into account when understanding the sales cycle. It's been very difficult for a lot of industries to understand shopping motivations -- who the person was, why they bought a product, how they used it and how that's led to the next shopping trip. It's a space where marketing, insights and strategy have come together to create an output that's more customer-friendly.
- On the growing importance of social media: When it comes to understanding the consumer, social media provides a lot of opportunity. Some of our brands have a great social media presence which helps us create dialogue to understand our consumers, and we've really benefited from that. There's also a lot of passion that's shared on social media that allows us to have a better understanding of what's going on with people enjoying our snacks.
- Advice for beginning a career in strategy and marketing: It comes down to curiosity. It's a hard thing to teach or learn, and a lot of people are naturally more curious than others. What I've learned is that it isn't about asking "Why?" once. It's about asking two or three times. Once you get three layers into a question, that's where you get the real insights into why something is the way it is.