Hear what being nominated and receiving a TWISB award means to past recipient Alexis Herbert, Business Manager, Daymon
How did you launch your career in store brands?
I studied Food & CPG Marketing at Western Michigan University and attended a career fair as a senior where I was introduced to Daymon. I spoke with the Daymon representatives there, and immediately thought it was a great fit. I started with Daymon in 2019 on the Ahold Delhaize account and am still part of that account today. I love collaborating with both suppliers and retailers, and being part of growing private brands.
What have been some personally fulfilling moments in your career? This can be a great team you led or worked with, pet projects that hold special significance, awards or recognitions (outside of TWISB) that you’ve received, etc.
When I first started as an associate business manager, I was on the Bakery desk working with one of our suppliers that had only one item in with a retailer. We had an initiative to get one of the supplier’s popular bakery items in with that retailer. We were able to influence the retailer to do a trial with the cookie after one year of trying. The trial was successful and led to launching a private label program with 11 items including every day and seasonal products. It was exciting and encouraging to see that even when you get a no right away, you can turn it into a successful program.
I also really love that I get to represent Daymon when I go back to Western Michigan and speak to the Food Marketing Association. The Association is a student club related to the CPG Food Marketing program. I interact with both students and professors. This early in my career, I can really relate to the students there and love being involved with professional growth.
What did it mean to you to receive the TWISB nomination and ultimately the Sparkplug Award?
I felt that to be recognized was an honor in and of itself. It was very empowering to be recognized with only a couple of years of work experience under my belt. I remember feeling a little intimidated when I first started out in my career. It can be scary to be new and one of the greenest in the room. Being a part of this group of women receiving awards felt empowering.
What excites you about the future of store brands?
I feel people are being drawn to store brands; people are wanting value and quality. Back in the day, store brands were often referred to as “generic”. Now, people are trusting the private brands and seeking them out. The industry is ever changing and it’s exciting to build on successful store brand programs. I think there’s a lot we can do creatively to grow new programs and items.
What advice do you have for people who are new or early in their store brands career?
It’s important to familiarize yourself with private brands within the retailers. Visit different stores. Form an opinion on what they’re doing well or what they can improve on. It’s important to have various opinions around the table to build unique and compelling programs. Also, cut yourself some slack when starting out. You may feel intimidated as the greenest in the room, but it’s important to ask questions and get involved. It’s ok to makes some mistakes. As long as you’re trying, you’ll learn.
Are you involved in any DEI efforts or Employee Resource Groups currently? If so, please tell us a bit about it.
I’m very active on the WISE Junior Board. Specifically I’m working on an initiative to partner with universities and find out how WISE can better connect with students and support the new generation.
Specific to WISE, are there any programs that you have benefitted from personally or any suggestions for future programs/offerings that you’d like to see from WISE?
In general, it’s been very beneficial to be a part of something outside of my employer. Working with women from other companies and getting to know them has been very helpful to my personal growth. And, I’ve found some opportunities I might not otherwise have. For example, I’ll be co-hosting a webinar in August. It’s something I haven’t done before and I’m excited for the challenge!