you know, we've been selling in in UAE for a few years through a distributor, and now we're really happy to be able to have a direct, a direct selling model and. And. So shy of one year.

UAE Moments

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00:00You know, we've been selling in UAA for a few years through a distributor and now we're

00:05really happy to be able to have a direct selling model.

00:14So shy of one year, congratulations today we sold 23 new products.

00:19This is like beyond wow, you know, in a way.

00:25You had a mission statement, everything at Shark Ninja resolves around solving consumer

00:29problems and making a positive impact.

00:33What would be your top priorities in your role and how do you envision marketing and

00:40innovation moving forward?

00:42Yeah, well, I think, you know, in our company at this point, we make a very wide variety

00:48of incredible products, a lot of different categories, we're present in a lot of different

00:53markets around the world, but I don't think that people really know our brand very well.

00:59So they're very familiar with some of our products in many markets, you know, we've

01:02got beautiful air fryers and cripple, you know, vacuum cleaners and the like and all

01:08sorts of, you know, amazing devices.

01:10But brand itself, you know, Shark Ninja and Shark and Ninja individually are not extremely

01:16well known.

01:17So my goal is to expand the knowledge and the understanding of brand, helping people

01:22to understand, you know, what our product range looks like, you know, how we as a company

01:28are bringing innovation and design to consumers and solving consumer problems.

01:34And I think that, you know, innovation for us is an incredible opportunity for us to

01:39solve those problems, but also for us to tell stories, you know, we seek, you know, all

01:44kinds of opportunities to create new products with new features and new benefits, you know,

01:49all the time.

01:50You know, we're always trying to reinvent the new products that we're bringing to market

01:54for 23 today, you know, all are built on innovations that come from consumer insights.

02:02And that's one of the important things that we really try to focus on is to understand

02:07the behaviors of consumers in their homes.

02:11And again, trying to solve the problems that they have, sometimes in many cases, problems

02:16that they don't even recognize and really have, you know.

02:20All of our innovations are really consumer centric and super focused and driven by consumer

02:25needs.

02:26Awesome.

02:27You know, one thing that I didn't hear today, although it is somehow embedded is the AI

02:33conversation.

02:34But before I jump there, having spent most of my life in the US, the brand is so strong

02:40in the US.

02:41I've moved to the Middle East for the past 15 years, I forgot the brand itself.

02:47So, you know, being reminded of the brand, I think it's something extremely relevant

02:52to the consumers so that they build this relationship.

02:55And it's very refreshing to hear that you have plans now to be in the UAE and building

03:00these.

03:01Yeah, we really are growing the business there now.

03:02I mean, it's, you know, overall, from a global standpoint, we have three different pillars

03:07of growth.

03:08Geo expansion is obviously the one that's most relevant to this discussion.

03:13You know, we've been selling in the UAE for a few years through a distributor, and now

03:18we're really happy to be able to have a direct selling model in the market and be able to

03:24deliver to our consumers and our retailers.

03:27So we're really excited, starting in October, to be much more present in the market in the

03:31US.

03:32Fantastic.

03:33Going now to the AI conversation, you know, all the innovation is based on insights.

03:38Like you rightly so, you read every comment on social media, on a product, all of that.

03:44That leads to a wealth of data that can be relevant to becoming information.

03:51So how is this part of your product cycle and innovation?

03:56It's an incredibly important part of our product cycle.

03:58Actually, before any product hits the market, we do over a minimum of a thousand in-home

04:05usability tests.

04:06So every product that we've got is extensively tested.

04:10All products are based, built on insights that come from the consumer in terms of their

04:15experience with the product, their use of the product, their understanding of the interface

04:23of the product, how the features and benefits work.

04:26So we take all of the insights that we get from those usability tests and leverage them

04:30before we launch a product.

04:32Once we launch a product, the reviews are their goal for us because that's when we start

04:37to get real, true feedback in market from the actual consumers we want to hear from.

04:44And we want to capture all that data and leverage it to improve every product we've got coming

04:50for the future.

04:51And, you know, you mentioned AI.

04:52Yeah, AI has been a useful tool for us to help us capture and process a lot of that

04:57data and really start to sort out and understand things, you know, understand, you know, recurring

05:04problems, understanding, you know, things that are delighters, things that, you know,

05:08get people really excited about the product so that we can leverage that in our marketing

05:12and communications and obviously, you know, bring the things that are working the best

05:17for consumers, the things that make them happiest into all of our products as we go forward.

05:22Fantastic.

05:23I have my last question.

05:24I have a comment, you know, localization, and here I'm not talking about localizing

05:29the language, but localizing to the region itself.

05:33You know, Ramadan is one of our largest events in this, in the region, right, globally, but

05:40local in the region is something that is huge.

05:43So what are some of the efforts or even Mother's Day?

05:46It's celebrated at a different date than in India and your products speak to the consumer

05:52at home primarily.

05:53What are some of the, you know, plans to activate events, product launches based on this event?

06:03Any kind of locally, culturally relevant events like Ramadan, like Mother's Day or any others

06:10in the calendar, that, you know, that understanding of the local calendar becomes incredibly important

06:16to us as a company.

06:17You know, on a global basis, we have lots of different campaigns and we're running lots

06:21of marketing materials, but it really comes down to impacting the local consumer and the

06:26local market, and that's what's very meaningful for us.

06:28So in the case of a Ramadan, you know, celebrating the different aspects of the culture, celebrating

06:34the food, the cuisine that is consumed, you know, at the appropriate time, you know, that's

06:40what's important to us for Mother's Day, you know, the appropriate gifting, you know, on

06:44a local level, that's what's really important.

06:47So we need that local understanding from the local marketing team, the local business

06:52team to help ensure that we can connect with the consumer in the best possible way in every

06:57local market where we operate around the world.

07:00Fantastic.

07:01And truly, not because I'm from the Middle East, but, you know, it's a very young generation,

07:06very mobile generation in terms of like you have the expatriates living in the region

07:12and the traditional families.

07:15So you're serving to absolutely, you are serving to the bachelors, the, you know, the couples,

07:26but also the larger families because, you know, Middle Eastern is said to have a bigger,

07:31you know, and it was so refreshing to see the line of products that you're offering

07:36that are pretty much serving all these needs.

07:40Our goal is to serve consumers at the end of the day, and we do think in terms of different

07:45household types, you know, different ways that people, you know, live together.

07:50And we do, you know, try to serve everybody's needs in the best possible way, whether you're

07:55a large family or a small family or a single or, you know, a group of people living together,

08:00we just want to make sure that we're solving the problems as best as possible.

08:03Is there anything you would like to share with our audience in the region?

08:07I think that we're really excited to bring our products to the region in a new and different

08:13way to have a much more engaged relationship with the consumer through our retailers at

08:18the region.

08:19I think it's going to be a great learning experience for us on a global basis to begin

08:24to serve the consumers in the Middle East in a better way.

08:28And we're really excited about the opportunity of aid and market share and to do everything

08:33we can to reach as many people as possible.

08:36Do we see activations coming in this end of, before end 2024?

08:41Absolutely.

08:42Yeah.

08:43Yeah.

08:44We're going to be coming into the market in October and really pushing hard with some

08:48really exciting events that we're thrilled to be able to host at.

08:52Adam, thank you very much.

08:53Best of luck.

08:55I think the region is waiting for you guys.

08:58Can't wait to get there.

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