Whitney Velasco-Aznar named VP of marketing for GO Veggie!

GO Veggie! recently named Whitney Velasco-Aznar to its newly created role of vice president of marketing, where she will direct all marketing and communications. A global marketer with more than 20 years of experience, she has held positions at prominent food companies, including General Mills, Nestlé, Mars and Hormel Foods. More

To continue reading this article, please do one of the following.



PBN Q&A

Whitney Velasco-Aznar named VP of marketing for GO Veggie!

Whitney Velasco-Aznar
Posted 5/19/14

GO Veggie! recently named Whitney Velasco-Aznar to its newly created role of vice president of marketing, where she will direct all marketing and communications. A global marketer with more than 20 years of experience, she has held positions at prominent food companies, including General Mills, Nestlé, Mars and Hormel Foods.

Most recently, Velasco-Aznar served as the vice president of marketing for Beyond Meat, where she helped expand retail distribution and launch new products like Beef-Free Crumbles from the refrigerated into the frozen case.

She holds an MBA from the Kellogg School of Management at Northwestern University.

PBN: How do you plan to use digital media (social media, mobile, Web) to define GO Veggie!’s brand and attract new audiences?

VELASCO-AZNAR: Digital media allows for more directed, more strategic and more intimate interaction with both existing consumers and new product adopters on their preferred social channels. Traditional marketing can be very effective in raising awareness of a brand and driving trial. Digital media enhances the experience by offering timely information and creating a sense of community among consumers. Digital simply provides ways to provide more customized experiences depending on dietary needs and health choices. Traditional media provides brand awareness and attributes, whereas digital media helps deliver the brand promise.

PBN: In your opinion, what’s the best way for a brand/company to strike the right balance between authenticity and self-promotion?

VELASCO-AZNAR: Be true to your brand. Consumers won’t return to you, or refer you to someone else, if you don’t deliver on your brand promise. In our case, our brand is about welcoming people back to cheesy bliss. All of our communication – whether a magazine ad, a Facebook post or even a trade-show booth – should feel as deliciously blissful as the product itself. If you focus solely on promoting your brand without creating other forms of value, you’re not only missing the entire point of marketing, you’ll start missing followers, too.

PBN: The marketing industry is evolving so fast. How do you stay on top of the changes and eliminate fads from staples of marketing development?

VELASCO-AZNAR: Fads are really just expressions of greater trends. If you don’t tap into the deeper consumer truth, you’re only tapping into a moment – not creating an experience. Trends indicate where buying habits are going. When it comes to food, consumers look for products that combine great taste with health and convenience. Nowadays, consumers take a more holistic approach to defining health. For food marketers, creating a health reputation now requires delivering against a combination of important elements such as the avoidance of undesirable substances and positive add-ins. At GO Veggie! we offer a range of cheese-free products that cater [to those who are] health conscious, lactose-intolerant [and] making heart-smart choices. •

Calendar
PBN Hosted
Events

Join PBN and two panels of successful female executives, business owners and entrepreneurs as we delve into what women should do to advance their careers, and become leaders in the corporate world and their own enterprises.
  • Book of Lists Party
    Save the date - January 15, 2015 for PBN's Book of Lists Party at the Providence ...
Advertisement
Purchase Data
Book of Lists
Lists
Book of Lists cover
PBN's annual Book of Lists has been an essential resource for the local business community for almost 30 years. The Book of Lists features a wealth of company rankings from a variety of fields and industries, including banking, health care, real estate, law, hospitality, education, not-for-profits, technology and many more.
Data icons
Data can be purchased as single lists, in either Excel or PDF format; the entire database of the published book, in Excel format; or a printed copy of the Book of Lists.
  • Purchase an e-File of a single list
  •  
  • Purchase an e-File of the entire Book of Lists database
  •  
  • Purchase a printed copy of the Book of Lists
  •  
    National
    Local
    Latest News
    Advertisement