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For May, we would like to introduce Barbara Oliver,Marketing Manager of Pilot Pen Australia.
SM: Barbara, how long have you been with Pilot Pen Australia (Dalton Office Products) and did you Join as the Marketing Manager?
Barbara: I joined the business in 2002 as Marketing Manager. At that stage we were trading as Dalton Packaging
SM: Prior to Pilot Pen Australia were you in the office supplies industry? Could you give us a snapshot of your career?
Barbara: Prior to this I spent most of my working career in the confectionery industry. A long time ago I worked for Lifesavers/Nestle followed by Smiths sackfoods then for eight years I worked for Stuart Alexander and importer of brands such as Mentos and Guylian chocolates
SM: Is it challenging to manage multiple brands and how do you do it effectively?
Barbara: I enjoy the variety that comes from managing multiple brands, each brings with it different issues and opportunities which makes the job interesting. The key is to have agreed plans with time frames in place to ensure that all key dates are meet. Regular communication across the business ensures that all parties are kept informed.
SM: To be successful in marketing, what are the key traits you look out for in an individual?
Barbara: The key traits I look for are inquisitiveness, passion and enthusiasm if you have these the whole business benefits.
SM: In your opinion how important is marketing for small to medium Office Supplies Dealers? Are there any cost effective marketing methods one could use?
Barbara: We consider this extremely important as these dealers combined represent substantial volume. We try to offer marketing programmes that appeal to the dealers customers and provide all the necessary materials to make the implementation easy for the dealer.
SM: In your opinion what would be the impact of the internet for the OP industry?
Barbara: I am anticipate that the internet will have a positive impact on the industry. The internet offers consumers greater exposure to range choices, it will be up to suppliers to ensure that the internet shopping experience is positive.
SM: What are the key changes you foresee within our industry?
Barbara: The key challenge is range reduction with catalogue and shelf space under pressure. Homebrands are growing and taking space and share from the branded products within the categories we operate.
SM: On a personal note, what activities do you enjoy outside of work?
Barbara: I am a keen tennis player and try to play once a week. I catch up with friends whenever I can and this is usually over a dinner.
SM: and finally could you tell us a bit about your family?
Barbara: I am married with two daughters in their 20's, having a mother who worked has not been that bad considering the chocolate, chips and now pens that were readily available.
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