BAW: A marketing expert gives us her best tips to succeed in the sector

  • By:karen-millen

17

09/2022

We interviewed Emily Cassignac, director of Marketing and Communication at La Europea, who told us about the world of marketing and her advice to make it big in that sector, as well as the challenges she has had to face face during his career. Learn more about this badass woman.

Emily Cassignac is 42 years old with 3 children and was born in France. Thanks to her father's work, she arrived in Mexico at the age of 13, but later she returned to Dijon to study Marketing and later in Bordeaux.

In 2001, after his studies, he moved to Paris, where he started working in a fashion group focusing on 2 brands: André (shoes) and Kookai (clothes). She later joined Starbucks Coffee Company and is part of the team that implements the brand in France.

In 2013 she returned to Mexico and in 2015 she joined the marketing team of La Europea, where she is currently the director.

Marketing tips any aspirant should know before entering the industry

How did you start your career in marketing? Did you always want to do that?

I've always wanted to work in marketing. I studied at a Business School (École de Commerce) in France and my specialty was marketing and communication. Since I was a teenager, I was fascinated by everything related to advertising and commercials; since then I have been delighted with my choice of career.

Being in the wine and alcohol industry, do you think it is a male-dominated medium?

Ultimately, it is a male-dominated medium and few of us women have reached management positions. However, I must admit that little by little women are more present, I am thinking in particular of: Moët Hennessy and Pernod Ricard. Now it's up to us to break paradigms and make other women in our teams grow.

In your opinion, what are the most important aspects to be successful in the workplace?

The first thing, and that goes without saying, is to do an excellent job. And to occupy a management position, I believe that success lies in attitude. You have to be very aware of others, learn from them and from all disciplines, listen to criticism to improve, learn to take the blows and get up stronger. It is always important to keep your feet on the ground and be humble. You should also know how to build a solid team that is committed to you and consequently to the company.

What has been your greatest professional and personal achievement so far?

My greatest professional achievement is rejuvenating the image of La Europea. Every day we are the preferred purchase option for millennials and new generations. They no longer see us as their parents' store, but as the place to go.

BAW: A marketing expert gives us her best advice to succeed in the sector

My greatest personal achievement is my 3 children: a 13-year-old, a 10-year-old, and an 18-month-old girl. They are incredible people, they make my life happy and motivate me to be a better person.

As a marketer, what do brands need to do to stay relevant in 2021?

Innovate and differentiate. We must never be satisfied with what we have achieved. We have to seek to surpass ourselves. For example, in La Europea we are going to launch in this second quarter the sale of experiences (virtual, at home, in restaurants and travel) linked to the world of wines, spirits and gourmet products. We are experts in this field and we want to share this knowledge with our clients.

How has marketing strategies changed over the years, since you started in this?

Marketing strategies are more 360 ​​than ever. You have to integrate multiple communication channels to get a successful campaign: communication in stores is essential, but it has to be supported by traditional media (radio, print), digital media, Google strategies, our social networks, influencers and PR. The other change is that the consumer wants more than a product or a simple discount: he wants to learn, he wants to discover, he wants to live experiences.

How have social networks influenced this change?

Social networks allow you to create a community and our fans appreciate being instantly informed of our news, our festivals, our events, and other Once again, they are fascinated by learning with us: learning about the wine regions, types of drinks, the differences between one ham and another, taking mixology classes, learning quick recipes and pairing ideas, etc. We are closer to our customers and they can contact us 24/7. The relationship totally changes, now we are really very close to them.

What has challenged you the most while working for La Europea and what have you liked the most?

I joined La Europea 6 and a half years ago just as the transition from being a company began traditional to being a modern company with processes and the incorporation of highly efficient technologies for the business. My challenge, as marketing director, was not to lose the essence of the business and, at the same time, to be avant-garde in communication. I think I've done it!

What I like the most is that my General Management is always open to trying new things because they trust me. This year we are going to launch a new project "My Box" which is basically a club where you can receive a box containing surprise products at your home each month: ideal for foodies or the curious!

What advice would you give someone who wants to follow in your footsteps?

Shine for your own professional achievements, not to the detriment of others, and work as a team.

What defines a good leader?

Work excellence, charisma, demand, empathy and humanity.

How do you define a badass woman?

In my case, it's balancing between my role as a mother of three children, my role as a wife, my life with friends, the gym (hahaha) and my director position. I can't imagine my life being any other way: being a badass woman is wanting everything and having everything.

Which women inspire you in life?

In the alcohol industry Bertha Gonzalez, CEO and Co-founder of Casa Dragones, for having created one of the most successful luxury tequila brands in Mexico and United States in just 10 years. In politics Jacinda Ardern, the Prime Minister of New Zealand for being a mother in power, and the super top businesswoman and badass, Martha Debayle, who built her empire from scratch at the cost of her great effort and tenacity.

What goals do you have in the future?

Being on the cover of InStyle as Badass Woman 😉

What changes would you like to see in the world so that your children have a better future?

In Mexico I would like there to be security so that they can walk the streets alone and without fear, it is above all a concern for my daughter. Globally, that more women have access to quality education and management positions. That would probably change things and both my sons and daughter will benefit from this change.

What is your life phrase?

You better work, bitch.

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BAW: A marketing expert gives us her best tips to succeed in the sector
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