Business Women Awards 2019 | WOMEN TO WATCH, CREATIVE SERVICES
Beatrice Thouveny, NFI Corp.
WHEN BUSINESSES ARE undergoing major change, they call Beatrice Thouveny.
Thouveny has 20 years of experience in rebranding companies and launching new marketing strategies. “I’m a passionate person, and I love big challenges,” Thouveny said. “So I’m always very happy when I have the opportunity to work on a new business line or launch a new company from scratch.”
She had such an opportunity three years ago when she became the marketing director of the New Bedford-based printing company NFI Corp., then known as Nameplates for Industry. Around the time that Thouveny came on board, the company was acquiring a larger competitor, Design Mark Industries, and starting a new business, Flexible Pack, which produces packaging for everything from foods to cosmetics. Thouveny led efforts to modernize Nameplates for Industry while also developing marketing strategies for all three businesses.
She rebranded Nameplates for Industry as NFI Corp. and created a new color scheme, logo and tagline. She implemented a new constituent relationship management system. And she expanded all three companies’ social media presence and created fresh web content.
“We asked, ‘How do we market ourselves in a more trendy and fashionable way?’ ” said NFI Corp. President and CEO Renaud Megard. “Working with her, we made sure we rebranded with a new and more dynamic look.”
Thouveny said that since the rebranding, traffic to the company website has increased and customers spend more time on the site.
Past experience prepared Thouveny for the challenge of working at NFI Corp. She spent nearly seven years as a marketing manager for Samsung Electronics, where she oversaw the launch of the business-to-business division.
“It was a great experience because, trust me, launching a B2B division in a [business-to-consumer] company, that’s very big and it’s very hard,” Thouveny said. “Everything is different.”
She’s also held marketing positions at NEC Corp. and at Acer France, where she led a rebranding effort.
When she isn’t directing NFI Corp.’s marketing efforts, Thouveny is a consultant for WatcHelp, an app for children and adults with disorders such as autism. The app programs daily tasks on a watch, which notifies users when it’s time to brush their teeth, put on their shoes and other activities.
