Is It Possible to Do Good in the Environment and to Do Well in Business at the Same Time? - Episode 126

INTERVIEW WITH KEN BARRAZA

 

DESCRIPTION

Today, Ken Barraza joins us. Ken is an e-commerce leader for businesses of all sizes, from Fortune 500 megabrands to a celebrity-founded startup, called Just Water. Ken has had an interesting career, both in CPG, and more recently, with Just Water. In today's episode, he talks about his career trajectory in the world of e-commerce. He also shares the story behind the incredible Just Water brand, and he discusses their mission to reduce both plastic waste and the CO2 footprint, globally.

Ken's journey started with him falling in love with CPG at Colgate-Palmolive, a huge megabrand with global household penetration. There, he learned everything about CPG, from the retail side to category management and sales, to account management. Early on in US e-commerce, between 2011 and 2012, Ken worked on a project that introduced him to a concept that he later called E- Grocery. That task-force led him to explore a curiosity that he didn't even know he had before, about the tidal-wave that was fast approaching CPG and e-commerce, and the way that it could disrupt the traditional sales model. He then started working on small projects within the organization, and setting up product libraries with imagery, content, and copy, and dabbling with different retailers. From there, it became all about gathering information and keeping his finger on the pulse of e-commerce. Kraft Heinz presented Ken with a fantastic opportunity for growth as they were intending to build out e-commerce and a digital team to help with their more than seventy brands. They offered Ken the opportunity to become their number one team member, and to build their leadership, people, processes, and the technology stack that was needed to support and scale their endeavor. He later moved onto Just Water, which was also building their brand.

Tune in to find out more about reducing plastic pollution while building a strong brand.

“We, at Just Water, are on a mission to reduce plastic waste and the CO2 footprint. And we encourage all consumers to make small changes to drive impact in the environment.”
— Ken Barraza

KEY TAKEAWAYS

  • Ken talks about his professional background.

  • Ken saw tremendous potential in expanding Just Water's digital footprint.

  • Ken talks about why the Just Water brand really captured his attention.

  • Just Water was out to do good at just about any cost, and that meant innovating and creating a new business model for the water industry. 

  • Proving to their colleagues in the water industry that it is possible to do good in the environment and to do well in business at the same time.

  • There has recently been a huge celebrity uptake of the Just Water brand.

  • Ken explains what went into making the Just Water brand as strong as it is currently.

  • Prime Day on Amazon felt like a homecoming for Just Water!

  • For Just Water, measuring up when compared with a typical buy from a big CPG brand is all about creative problem-solving.

  • Amazon has provided Just Water with a great way to get their brand in front of consumers.

  • Ken discusses how he balances his headspace around the big, strategic negotiations with Amazon, and with all the requirements on an operational level.

  • Ken shares some great tips for his e-commerce peers.

  • What's coming up for Ken, and Just Water, in 2020.

  • Furthering their mission to reduce plastic pollution, and their CO2 impact on the world is very important for the Just Water brand.

MENTIONED IN THIS EPISODE

  • Win a copy of Kiri's book, Amazon for CMOs! All you need to do is write a review of this podcast in iTunes, Stitcher, or wherever you listen to this podcast, take a screenshot of the review that you wrote, and email it to Kiri at kiri@bobsledmarketing.com or send it to her on LinkedIn.

Season 3Kiri MastersComment