Our partnerships with Target and the many vendors we work with is what drives our passion and performance every day. Jacobs Marketing was thrilled when the Target beauty team recognized our Category Management team member, Kara Ward, as Outstanding Category Manager of the Year.
Cosmetics is a complex businesses within Target – many brands, categories, hundreds of special fixtures, thousands of In-Store Marketing parts and huge opportunities to drive strategy in a demanding business. Kara was recognized for her work specifically relating to a departmental space optimization project, expansive monthly competitive recaps with insights, visuals, and ideas on how Target can adapt to shifting consumers demands, and helping many vendors set their POGs for walkthroughs. Kara doesn’t just report the news - she adds insights and digs in deep to get to the bottom of why something performed as it did. "Kara is the most proactive captain ever," says Target leadership, "she is genuinely interested in the category and very curious. She takes is upon herself to go through blogs, YouTube and all social media every night to see what guests are saying and shares relevant pieces with us to keep us up to date."
The entire Jacobs Marketing Category Management team works collaboratively to ensure the success of every business that we touch. Our strategic partner, L'Oreal supports this area for category management and with the partnership and recommendations, Target is expected to deliver incremental growth in sales just through brand/space/store optimization.
Kristen Gillette, Director of Category Management at Jacobs Marketing, explains, "What excites me most about retail in 2017 is that consumers are changing the way they shop at a rapid pace and it’s challenging us to think differently about how retail business is done. It’s exciting to take on these new challenges and we look forward to what 2017 will bring."
Above: The Jacobs Marketing Category Management Team