Next up in our ‘meet the client’ series, we chat to Contigo’s brand activation and trade marketing manager, Özlem Schmidt.
Hi Ozlem, what are your main responsibilities at Contigo?
I am responsible for Brand Activation and Trade Marketing of Contigo in EMEA. It’s a very versatile role as in some countries we market Contigo direct to consumer and in others through distributors. I am mainly responsible for brand building across EMEA and shopper activation.
How did you come to work in your current role?
Before joining Newell Brands (Contigo’s parent company) I worked for several years as a Brand Marketeer in FMCG for categories like bottled water, toilet paper, paper towels, sparkling wine and wine brands. Brand-building is my passion. The reusable beverageware category is a growing one, particularly amidst the sustainability trend. I am very much convinced that changing consumer behaviour will allow the reusable beverage category to continue to grow exponentially in the future. I perceive my role as a mission, and I am very excited to be part of this change as the Brand Activation and Trade Marketing Manager of a world-leading brand.
What is your favourite part of working for Contigo?
I love the versatility and the flexibility of my job. We are a very good team from very different backgrounds and nationalities. Working for Contigo in EMEA offers the challenges and opportunities of a start-up business within a multi-national. My role is both very strategic and hands-on, which gives me a lot of energy and the drive to achieve more.
Why do you think social media is important for business growth?
In the past, I worked on several TV campaigns and was responsible for seven-digit media budgets. There is no clean tool that can measure your media success for traditional media. Even your sell-out data can be flawed due to market research limitations. The beauty of social media marketing is the scalability and measurability. You can see it in real time how many contacts you generated for your budget, how much brand awareness your reach helped to achieve etc. This helps businesses from all sizes to act on KPI’s you want to reach.
Which is your favourite Contigo product and why?
I love the West Loop 470ml in Latte. It accompanies me throughout the day. The first thing I do in the morning is fill it up with my favourite coffee and it will keep it hot for five hours. I ruined a laptop in the past when I spilled coffee all over it from a classic cup. It was such a terrible experience resulting in the loss of dear photos. With Contigo, this can never happen. It is completely spill-proof and leak-proof too.
What has been your favourite piece of press coverage LRR has achieved for Contigo?
I am actually amazed by the amount and the variety of coverage LRR achieves for Contigo. Each and every piece features very positive mentions about our products and covers a broad consumer group.
Any tips for working from home during the Covid-19 crisis?
Take regular breaks. I actually enter breaks into my calendar as I sometimes forget to take one! Currently, I appreciate my home office a lot, as it gives me the opportunity to do a nice forest walk during my lunch break. This helps me to clear my mind and re-focus on the next to do’s.
What do you think makes a great PR team?
I think having good connections with press is the basis. More importantly, a good PR firm should understand the essence of the brand and translate it into a good story which is appreciated by the journalists. LRR placing Contigo in the heart of the reusability story, and tying it to the unique product benefits, has been the secret recipe for securing our great coverage.
