As SAMBAZON strides into a new era of growth, we are thrilled to spotlight one of the minds steering our course forward. Vicki Isip, our Chief Marketing Officer, brings a wealth of experience and leadership to our team, shaping our brand's trajectory with her innovative thinking and strategy.
From her transformative role at Traditional Medicinals, Inc., where she spearheaded the company's evolution into a botanical wellness powerhouse, to her strategic stewardship of Ghirardelli Chocolate Company's marketing initiatives, Vicki's track record speaks to her expertise in marketing strategy and brand management across various industries.
Read on as we delve deeper into SAMBAZON's journey ahead from Vicki’s perspective, exploring the evolution of our product innovation, sustainability, and company growth on the horizon in 2024.
What attracted you to working for SAMBAZON?
At this point in my career, I want to build and grow businesses that make a positive impact in the world. That mission is at the core of SAMBAZON. Plus, we have very exciting plans on the horizon that I want to be a part of.
What are your responsibilities as a Chief Marketing Officer?
At the heart of what we do in Marketing is to be the voice of the consumers – understand what they need and find the best ways to bring ideas to life, whether that is a product or communication campaign. Specifically, my team creates new products, develops advertising campaigns or partnerships and collaborations, manages the website, and brings the brand to life visually with creative content. I specifically drive the strategic alignment across an amazing team of talented professionals.
Can you describe your marketing philosophy?
The two elements of my philosophy are – one, remember that it is always about the consumer, not the company. We need to meet the consumer where they are on their journey and have empathy for their situations to fit into their lives. And two, - Marketing is part art and part science. Where we have numbers and data is helpful to guide decisions; and then, there is design, instinct, and understanding culture that needs to come into play.
How do you apply that philosophy specifically to SAMBAZON?
This philosophy shows up in a variety of ways from how we test and improve products, work on communications on packaging, and determine the types of content we create. Everything needs to have a balance to build a brand connection with the consumer informed in a holistic way.
What has been a project you’ve enjoyed spearheading in this time?
One project close to my heart is the Brand Impact Wall. SAMBAZON has many projects and initiatives that drive traceability of Açaí, reduce carbon footprint and waste, and seek to improve diversity and life in the Amazon Rainforest. We worked on a way to organize this work into the SAMBAZON “Palm to Palm” framework so that we may better share this message with our consumers visually. Right now, we are putting together the visuals from the Amazon and will roll this out to SAMBAZON Bowl Shop locations in the coming months.
What was the intention in redesigning SAMBAZON’s logo and packaging?
Açaí is the hero berry for SAMBAZON. We redesigned the logo to elevate the berry to the center of the logo with geometry that shows the radiating energy and life from Açaí. In changing the logo, we updated the packaging as well to improve the yumminess of the products you can make or enjoy with SAMBAZON and help the consumer more easily shop and understand the products.
What can consumers expect with this packaging update?
We made sure sustainability is top of mind with those changes. When packaging graphics are updated across a brand, there are always some elements that don’t line up on the timing or somewhere there is just too much inventory. Most larger brand companies would send the extra to landfills so that the changeover in stores happens faster. SAMBAZON decided instead to use all the remaining inventory and deal with mismatched packaging to avoid creating unnecessary waste.
What is something you’re proud to have been a part of in 2023 with SAMBAZON?
In 2023, SAMBAZON opened a few SAMBAZON Açaí Bowl shops in universities and at airports. It is very exciting to see how guests have loved this new fresh, quick food option. At the student union in UCLA, there seems to always be a line to grab a bowl.
With more franchise openings on the horizon in 2024, what is the goal in mind with opening SAMBAZON Açaí Bowls locations across the nation?
Interest in Açaí has been gaining extra momentum in recent years with consumers. Once people try SAMBAZON Açaí, they want to incorporate it into their lives more frequently. We want to bring them that joy directly to their neighborhoods – the Delicious Powers of Açaí.
Our co-founders have always wanted to open more SAMBAZON Açaí Bowl shops over the last 24 years, and it’s exciting to see this come to fruition this year.
What are you looking forward to in 2024 for SAMBAZON?
Working with new franchisees and getting to know them and what inspires them to invest in a triple bottom line business like SAMBAZON to spread the Delicious Powers of Açaí.
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