As Vice President at e-Z COM, Communications Solutions, Sue Hunter developed better ways for companies to plan, communicate and access advertising and marketing information. Sue based her expertise on the experience she gained as an Advertising Manager at Wegmans Food Markets, Inc.
Opportunities: Many retail and wholesale companies had archaic, wasteful processes in which advertising and marketing information was planned and managed. This resulted a lost competitive advantage, such as with an e-Z Com client based in Cheshire, CT.
Challenges: Advertising teams were working at too frantic a pace, or were intimidated by adopting the idea of better ways in which to work. Managers and staff did not communicate effectively or were not receptive to change.
Solutions: Sue developed new network-based tools and methodologies for planning and disseminating accurate information in a more accurate, efficient fashion. She built software tools, backed up by process improvement consulting, and re-educated merchandising, marketing and advertising teams.
Results: Many opportunities were discovered and implemented, including better ways in which to plan and communicate. Unproductive advertising processes, as well as ineffective ad team members, were identified and improved. Promotional events could be better anticipated. Savings benefits were estimated in the hundreds of thousands of dollars!
