Andrea Young | Source | Chief Operating Officer, Experiential Services at Advantage Solutions
Andrea Young
Andrea Young oversees the Experiential Services commercial segment for Advantage Solutions, including Advantage’s global sampling, demo, member experience and brand activation business across 12 countries and multiple retail channels globally.
Young joined Advantage Solutions in 2011 and has been instrumental in helping to establish the company as the global, market-share leader in Experiential Services, with appointments along the way that included: senior vice president sales and marketing, Integrated Marketing Services; president, Experiential Marketing Services; and president, Global Customer Experience.
Prior to joining Advantage in 2011, Young held senior-level positions at companies such as The Marketing Arm, National In-Store Marketing and U.S. Marketing and Promotions.
Young is a founding member of the Advantage Solutions Diversity, Equity & Inclusion board, and remains an active member of all Belonging and Impact initiatives at the company.
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Advantage Solutions
Chief Operating Officer, Experiential Services
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Stock market today: Dow, S&P 500 close at record highs, Nasdaq surges amid rate cut euphoria
Wall Street has absorbed the Fed's message that a deep cut will prove positive for the economy.
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Sampling is the big story at Expo West - Advantage Solutions
Tens of thousands of food and beverage industry leaders convened this week in Anaheim, Calif.,...
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Finalist: Andrea Young
As a member of Advantage's executive leadership, Andrea Young, Global President, Customer Experience of Advantage Solutions, drives commercial success and shapes diversity, equity, and inclusion strategy.
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It could also mean good news for the grocers, per Advantage Solutions (ADV) executive Andrea Young.
"It's a shared point of view that consumers will feel the benefits of more dollars in their wallet," Young said, adding that those extra dollars will drive trips to grocery stores and purchases of necessities first.
She added that customers will likely put more in their baskets too due to the "increased freedom" that they may feel knowing the "pressure" from higher interest rates is coming down.
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“The importance of sampling to brand building, consumer trial, awareness, purchase and conversion can’t be overstated,” said Andrea Young, chief operating officer for experiential services at Advantage Solutions.
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Expect consumers to continue switching up their brand preferences
Until there are meaningful declines in macroeconomic pressures, “everyday consumers” across the U.S. will continue to struggle to make ends meet and fall well short of accelerating any retirement plans. As a result, consumers will switch from prestige, premium, mass and “mass-tige” channels and seek out warehouse, direct-to-consumer and value channels and brands more than ever before. As more consumer packaged goods companies combat their own profit and pricing pressures, the fight for promotion and marketing dollars figures to intensify.
Keep a close eye on insurgent brands
Insurgent brands will continue to play a meaningful role. While not every insurgent brand is a perfect success story, trends for the past three years demonstrate clearly that insurgent brands that find success grow faster than the categories they enter and sell at premium price points more often than national brands. In contrast to the dynamic of consumers trading down due to macro-economic pressures, insurgent brands will continue to command premium pricing.
Here’s why:
They prioritize purpose- and mission-driven positioning to shape and tell their brand stories.
Agile and asset-light go-to-market models allow brands to test, learn and succeed (or fail) fast with core consumers before scaling to meet logistical demands.
They tap into key unmet needs around health, wellness, convenience and life-stage focused needs, among others.
