DETAIL / Creating Memorable Experiences
A better restaurant workflow starts with understanding the people in it.
A go-to-market approach shaped around foodservice operators’ needs and implemented through sales engagement, digital marketing, public relations, and industry events.
Focus / Strategy · Events
Context / Multiple
Puratos National Sales Meeting 2022
EXAMPLE 1
Build clarity for the sales, stakeholders, and customers.
Build strategic alignment with global stakeholders for the largest BU segment amid high market volatility, conflicting brand messages, siloed product launches, and pressure to recover from pandemic-related sales decline.
02 / Insight
Start with the customer.
Data informed the target market while research identified four key purchase-decision pillars: Staff & Guest Experience, Operational Efficiency, Hygiene, and Sustainability. These insights provided the foundation for the program.
03 / Strategy
Connect needs, solutions, and engagement.
The program authentically linked customer needs to innovative Tork solutions, deepened customer relationships, and positioned the sales team as expert partners for sustainable hygiene in the restaurant industry.
04 / Activation
Carry one compelling story across the market.
Launched in April 2023, the program was rolled out internally supported by an integrated omnichannel marketing plan that brought together sales and distributor materials, digital media, social media, public relations, and event-based engagement.
Sales tools
Distributor tools
Digital & social
Public relations
Events
05 / Impact
A connected path from interest to impact.
The work established a customer-centric sales approach for the foodservice segment, positioning Tork as a thought leader while focusing cross-category sales engagement. Omnichannel lead generation activities were tracked regionally in CRM. This program and other marketing activities contributed to a 15% lift in HoReCa segment sales value from 2023 to 2026.
One customer story.
Multiple ways to engage.
Role & collaboration
As the HoReCa Segment Marketing Director, I led a Segment Management team as well as cross-functional teams to develop the strategic marketing plan and supporting tactics.
Brand Development and Design: Publicis
Public Relations: Fleishman Hillard