In today's installment of Frito-Lay Snack Masters, a Snack Chat series 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 Bart LaCount, director of marketing for the Lay's brand. In his role, Bart helps lead the marketing strategy for one of our most iconic global brands.
Check out more information about Bart below, then be sure to listen to the podcast to get his thoughts on entering the marketing world with an engineering background, the future of marketing and social media and what separates Frito-Lay marketing from the rest of the pack:
- On his switch from engineering to marketing: I began my career as a design engineer, but I wanted to be more engaged with the consumer who was buying the products I was working on. By doing this, I knew I would be able to make the product better by focusing on the attributes the consumer really wanted. I realized that's the role of a marketer, not engineering, so I moved in to a product marketing role. In that role, I was responsible for translating the voice of the consumer into design attributes engineers could develop plans against, and I've been in marketing ever since.
- On why a little friendly rivalry pushes Frito-Lay marketing to new limits: There's a little bit of a competitive spirit within the marketing department. We're constantly pushing ourselves to make things bigger and better and more successful. It's a fun part of our marketing team's culture and a fun challenge to have.
- On the future of marketing and technology: I'm excited about the opportunities the future of technology is going to provide. As it continues to eveolve, it's going to change how people interact with the technology itself, products they purchase and with each other. As marketers, it's going to create amazing new ways we can communicate with our audiences and serve up relevant content in an extremely targeted way.
- On advice for starting a career in marketing: Never stop learning. Go talk with consumers, see what's going on in their lives and what they think about your products. See what other businesses are doing in and outside of your focus categories. Look broadly beyond your business because inspiration can come from anywhere. There are so many innovative ways people are approaching things and so much great work happening. It's easy to get caught up in the day-to-day responsibilities, which makes that desire to keep learning and growing even more valuable.