Osmow's Shawarma.

Marina Baric is an accomplished professional with a rich history and proven track record in the food and beverage industry. Her expertise in retail, sales, management, leadership, and marketing brings a comprehensive skill set to the table. Being a strong marketing professional with a wealth of experience in the QSR space, Baric is poised to make impactful contributions to strategic marketing initiatives and communication efforts within the industry. Currently, Marina is the Vice President of Marketing at Osmow's Shawarma.

Please share with our readers your career journey and current roles and responsibilities.

I have been in the Quick Service Restaurant (QSR) industry for almost 25 years, starting my journey at Tim Horton's. Back in the early 2000s, I was a part of the take-home coffee category, strategically expanding their consumer relationship to include purchasing Tim's Horton’s merchandise within their retail outlets alongside grocery stores. This was well before the era of K-cups. Moving forward, I joined Timothy's World Coffee who played a pivotal role in introducing Keurig machines to Canada, this really revolutionized how people were able to leverage single-serve coffee machines. Following that, I moved to Yum, specifically working on the KFC brand. While working there I engaged in numerous TV campaigns and managed the pipeline for new product launches. Prior to Osmow's, I spent six years at Dairy Queen, managing exciting projects like the cause marketing efforts with Children's Miracle Network and overseeing the Blizzard category, evolving my role to manage all national communication efforts including broadcast & social. I also had a hand in testing their app, which eventually launched in 2019. For the past four years, I've held the role of VP of Marketing at Osmow's. A marketer’s role changes from day to day and it primarily involves setting the brand's strategy and vision.  I also collaborate across departments on creative endeavors, new product launches, securing partnerships and sponsorships, media planning, strategic planning, and overseeing campaigns.

How do you envision the future of this industry?

In my experience, every marketer in the industry for more than a decade has witnessed this fundamental shift in how we approach buying and communicating with consumers. In the earlier years, the focus was primarily on broadcast, outdoor, and even print. However, the landscape has transformed, with social media emerging as a dominant force for engaging with audiences. So knowing how to adjust your tone of voice depending on the platform that you're leveraging to speak to your consumer plays a vital role. On social media, being street-savvy and less polished in tone and product shots is often more effective. Broadcasting, while being a more expensive avenue, continues to be part of our strategy. However, one of the most significant factors we look at while buying media is ensuring we are directly targeting where our core demographic is viewing, this is possible with different streaming platforms. Another significant change, in my view, is the evolution of mobile. Loyalty programs have shifted from traditional loyalty cards to personalized mobile apps. Now, it's about ensuring we have our own app, communicating with customers in a way that resonates with them, and offering personalized deals based on their buying habits. This evolution reflects the dynamic nature of consumer interactions in today's market.

"Just as technology is always evolving, so must marketers. It means staying on top of the latest trends & jumping on them – but never blindly."

How do you develop a comprehensive marketing strategy when it comes to leveraging a Google platform?

The effectiveness of a marketing strategy, in my opinion, depends on various factors. One significant factor is your core customer and their whereabouts.  Knowing who our customers are and where they are most likely to be on any given day is paramount. Our core users predominantly engage on social media platforms and so we focus our buying power there, aligning our efforts with the preferences and behaviors of our audience. In terms of Google ads we have the flexibility to tailor campaigns based on market conditions and geographically specific factors. In terms of digital advertising, technologies like geo-fencing, allow us to target specific areas with remarkable accuracy. For instance, innovations enable geo-fencing within malls, even pinpointing locations like a food court within close proximity to our business. Ensuring that our media agencies possess and can leverage such technology is essential to staying at the forefront of targeted advertising strategies.

What are some of the technological trends you notice in the space?

Just as technology is always evolving, so must marketers. It means staying on top of the latest trends & jumping on them – but never blindly, ensuring the team has done their research! Marketing is ultimately about people connecting with a brand - we need to be authentic to our brand tone, find the right balance, and connect with consumers in a way that feels natural. Today, consumers are influenced by various factors. When we present something on social media, it's crucial to complement it with additional tactics that reinforce the brand in the consumer's mind. In addition, third-party aggregators, like Uber, also contribute to the ad space, adding another layer to the consumer experience. Given the abundance of content across social platforms and broadcasts, consumers are constantly exposed to marketing efforts. The challenge lies in making these interactions feel natural and seamlessly integrated into the brand's overall identity.

What is your piece of advice to your fellow peers?

Always stay abreast of the latest trends but leverage those in an authentic way.  As a marketer what doesn’t sit well is when a brand tries to be something that doesn’t feel true to their brand identity. Yes, you can evolve brand identity but not overnight. Your consumer will spot inauthenticity a mile away & it could mean being recognized for all the wrong reasons.

On the flip side, when a brand is able to take their unique attributes & highlight them in a true-to-brand-fashion, well now…that’s the secret sauce!