In this episode of Brave Commerce, Rachel Tipograph and Sarah Hofstetter sit down with Randi Jachino, vice president of marketing for the U.S. and Canada at Prestige Consumer Healthcare.
With a portfolio spanning over 25 brands across categories like oral care, motion sickness, and women’s health, Randi shares how she applies both analytical and creative thinking to manage diverse consumer needs and business goals.
From starting her career as a CPA to leading marketing for powerhouse brands like Dramamine, DenTek, and Summer’s Eve, Randi discusses how to build brand equity without losing sight of immediate performance.
She unpacks how Prestige strategically prioritizes brands within the portfolio, adapts to the realities of tariffs, retail pressure, and social virality, and ensures that upper-funnel and lower-funnel tactics work hand in hand.
Key takeaways:
- There is no one-size-fits-all marketing strategy across a portfolio. Each brand requires a tailored approach based on its role, category, and consumer mindset.
- Brand equity and short-term sales are not mutually exclusive. Strong awareness drives stronger conversion.
- Retail search and social content must align with the shopper’s intent and category behavior, from product education to conversion readiness.
