Stacy DeMars is Marketing Manager for Brand and Communications at Finlays Americas
Thanks for joining us Stacy! Tell us about your role.
I am the Marketing Manager for Branding and Communications, responsible for managing the Finlays brand for the Americas. Key elements of my role include: researching the marketplace, data analysis and insights, creative and content development, marketing campaign and advertising strategies, overseeing promotional activities and continually evaluating how our brand can appeal to a wider audience.
What does a typical day look like for you?
I am fortunate to have a career in which I have the opportunity to work cross-functionally with different teams and can be involved in many projects. Some days I may be working to help develop strategic initiatives, other days I am designing a trend report or working with our global insights team on data validation. My favorite days are when I get to go into the marketplace interacting with consumers and experiencing what is happening in food and beverages. However, most days I’m working behind on the scenes on creating content pieces like this one, so it feels a bit odd to be ‘in front of the camera’ for a change.
You’ve been at Finlays since 2005, how have you seen the business change over the years?
The business has changed incredibly over my tenure. When I started back in 2005, at what was Autocrat, we were a small family-owned business operating at a significantly smaller scale. Today being part of a multi-national corporation with the ability to collaborate and learn from incredible people across the globe is just extraordinary. I would say the biggest change has been the expanded capabilities we can offer to customers. Not only in our products but in our services of in-house experts, from master roasters to principal scientists and everything in between we can support our customers in every step of their journey.
“The biggest change has been the expanded capabilities we can offer to customers. Not only in our products but in our services of in-house experts, from master roasters to principal scientists and everything in between we can support our customers in every step of their journey.”
What inspires you?
So many things inspire me daily. But for me the biggest inspiration comes from helping people and bringing small pieces of joy to others. Whether it’s decorating my office for the holidays, lending a shoulder for support or sending a random ‘thinking of you’ note, helping someone or bringing a small smile to their face really inspires me to do my best each day. My hope is that I leave the world just a tiny bit brighter than it was the day before.
What achievement are you most proud of?
How I have been able to grow in my role and sustain my career at Finlays. I know it is not commonplace anymore for someone to stay at the same company for years and years. I have been very fortunate to have had the opportunity to evolve within the organisation. I started at Finlays out of college as a Marketing Assistant and due to the way the company has grown, I have been afforded a unique opportunity to grow along with it.
“I started at Finlays out of college as a Marketing Assistant and due to the way the company has grown, I have been afforded a unique opportunity to grow along with it.”
What are some of the most exciting things happening in the Americas beverage market right now?
Do you have an hour to spare because I could talk about this forever. There are so many exciting things happening in beverages right now. COVID has really shifted the consumer behaviour patterns and led to some really interesting new products and changes in the market. Canned cocktails, multi-serve beverages, products with focused claims, even the reversion back to nostalgic flavours have all been surprising and fascinating to watch take shape.
Because of my longevity in the coffee world, I have had the unique opportunity to watch the ready to drink coffee market evolve from its early inception to where it is now. Seeing it begin with rich creamy Frappuccinos and continually grow and change to include cold brew, nitro, keto coffees and even beginning to see some flash brew products enter has been exciting and that insight has helped me tremendously in my career.
“Canned cocktails, multi-serve beverages, products with focused claims, even the reversion back to nostalgic flavours have all been surprising and fascinating to watch take shape.”
Tea or coffee (and how do you take it)?
Coffee for me, cold brew lightly sweetened please! Fun fact: when I first interviewed at the company I did not drink either and was asked during the interview process if I drank coffee. I said no. I was certain I wouldn’t get the job because of it. Yet, here I am 16 years later and now I look forward to starting my day with my cold brew.
What do you get up to in your spare time?
As an ambivert, I get energy from being social, but also need to recharge in quiet times. I really enjoy spending time with friends, eating great food, trying new cocktails and beverages, going to hockey games. But I also really love quiet time to read, paint, bake and strength train.
Tell us a surprising fact about you
I guess some may be surprised to know that I have been a personal trainer for almost 10 years. I love helping my clients achieve their goals and am very passionate about helping people become pain free. While weight loss and aesthetics are always a plus, I focus on getting my clients moving and feeling better through mobility and functional strength training. Like I said before just trying to bring small pieces of joy to others!
Thanks for joining us Stacy!