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McCormick CMO Tabata Gomez shares how she restructured her team's workflow to be more 'agile'
Business Insider
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4 days ago
Tabata Gomez, McCormick's CMO, talks about restructuring the team's workflow and capitalizing on food trends.
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Tech
Transcript
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00:00
People connect with delicious products that are trending and they want to make them Gen
00:04
Seers and millennials are all about that.
00:12
One of the reasons why I joined my core mix was to help evolve the way we do marketing
00:17
to really accelerate sales and drive brand growth.
00:22
And in order to do that, I knew we needed to be more agile because we needed to be able
00:27
to capitalize on the trends on food that were being out there and to be able to connect
00:32
with consumers in a faster way to what was appealing to them.
00:36
But in order to do that, we had to restructure a little bit the way we work and create a new
00:41
system that would make us much more agile.
00:43
In the past, work flowed by different groups and it wasn't fully connected.
00:49
And what I wanted to do was create these pods where I would put everybody around the table,
00:53
literally, and have them be able to work together faster towards one single goal.
00:59
And when they work in sprints, it's a lot easier to get the work done because they hit one thing
01:04
and then they move immediately to the other.
01:06
And that has allowed us to move very fast, but it also allows us to connect all the different
01:11
pieces, whether it's the consumer side of the portfolio or our branded food service side
01:16
of the portfolio.
01:17
If you think about for our brands like a Cholula brand, we have products we sell in store, we
01:22
have products we sell online, we do true commerce.
01:26
But on the other hand, we also have table products on restaurant table tops and on the back of
01:31
house, in the kitchens, in the cafeterias.
01:35
And if we put everybody around the table and work that way, we're actually able to capitalize
01:40
and make the most out of that entire ecosystem.
01:42
I always get asked what's my favorite McCormick product.
01:46
You know, it's like having to choose between all your favorite children.
01:49
It's really hard, but I must say I'm very, very loyal to our Cholula green sauce.
01:56
It's my favorite.
01:57
For the Cholula brand, the number one Mexican hot sauce, when we had planned the campaign
02:02
for the launch of 11 new SKUs of mainstream Mexican products, we had chosen to hero a traditional
02:10
Cholula SKU as part of the campaign, but we had some really interesting products in the
02:15
portfolio.
02:16
And what we started seeing is that there was a lot of pick up on Birria on social media
02:22
and influencers were talking a lot about it.
02:24
We were seeing a lot in restaurant menus.
02:26
So we had designed and created a Birria SKU, a simmering sauce that was going to be part
02:31
of the campaign.
02:32
However, that was not going to be the hero product.
02:35
But all of a sudden we started seeing a lot of pick up online.
02:39
And one of my team members came to me and said, Hey, what if we did something bold and
02:44
different?
02:45
What if we actually leveraged the Birria product as the hero SKU of the campaign and launch that
02:51
way?
02:52
And you know, we were 48 hours before launching for Cinco de Mayo.
02:57
And I just looked at the team and I was like, well, if we can make it happen, let's do it.
03:02
So Birria was something amazing that was trending.
03:07
We led with that and that allowed the brand to win.
03:11
We took a lot of events.
03:13
We went toop and we were doing work.
03:14
We went toop?
03:14
We went toop and we've got plenty of people called Richard Luden.
03:16
We didn't need battle people in town.
03:17
We tried...
03:18
To be honest.
03:19
We didn't expect to buy money food in a war crew.
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