Prym Consumer

Julie Hedrick

Julie Hedrick is the Vice President of Sales for the consumer goods brand, PRYM Consumer. She is responsible for managing the entire sales team. She is accountable for keeping track of the current trends and growing profitability through omnichannel strategies, and cultivating new, and retaining current partnerships. She has successfully created and managed profitable growth in proprietary, licensed, and private label brands across varied channels in luxury and premium categories. She also has effectively expanded market share through a keen eye for product innovation, trends, and merchandising.

What are the major challenges and trends that are impacting the sales space lately?

All the industries went through the havoc of huge storms in the face of supply chain challenges, the pandemic, and inflation in the past couple of years. Since then, most companies are facing challenges to figure out what’s the best path to pivot in order to meet consumer needs as well as make employees feel productive in terms of strategies. As a company, we are customer-focused and strive hard to meet their needs. We are also focusing on building strategies to bring profitability and partner with retailers for productive innovation or even disruption to come. In this fast[1]paced market, we must keep up with the trends and be nimble. Although these obstacles have slowed the consumer’s spend, at the same time it has provided us with an opportunity to pivot and evolve with the current trends, offering opportunities to the consumer and relief to the retailer.

Where will the future head with all these potential transformations and disruptions?

During COVID, E-commerce was on rise as the consumers were finding it convenient doing digital marketing just by sitting at home. However, in this post-COVID period, consumers are more likely to explore and are excited to return to stores after being cooped up inside for so long. They need an in-store experience, entertainment, and inspiration. Therefore, companies need to shift to be more omnichannel and utilize the best of both worlds in order to be successful, profitable, and meet consumer needs.

“ Trends are not stable, it’s evolving with time. Therefore, companies must be nimble and consistently reviewing their marketing strategies for relevance “

What are some of the technological and process elements you’ve leveraged in any project to make it successful?

We’re working on a strategic rebranding effort and focusing on trying to rebrand, repackage, relaunch, and innovate to inspire consumers and meet their needs. We’re currently in the midst of it and are excited to get it accomplished.

Would you like to share a piece of advice with the other leaders so that they can improve in the space?

It’s important to use data and research to build a strategy and gain information but it is parallelly crucial to be on the field with your team to explore the current trends and the customer’s needs. Trends are not stable, it’s evolving with time. Therefore, companies must be nimble and consistently reviewing their marketing strategies for relevance. Marketing is ever more important due to the growth of social media. One must choose their brand platforms carefully in terms of making brand statements and being consistently relevant.