The Hain Celestial Group, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
The Hain Celestial Group, headquartered in Melville, NY, is a leading marketer of all natural foods and drinks. Kosher, sugar-free, low-salt, and organic products are available under a variety of Hain brand names, including Celestial Seasonings, Terra Chips, Rice Dream, and Garden of Eatin'. In addition to foods, the company also manufactures and markets personal care items for the hair and skin.
|Main Telephone||(303) 530-5300|
|Main Fax||(303) 581-1249|
The Hain Celestial Group, Inc. ContactsContacts (5/23)
|Maureen P.||President, Grocery & Snacks||NY|
Sample of Associated Brands
|Irwin S.||Founder, President, Chief Executive Officer & Chairman of the Board||NY|
|John C.||Executive Vice President & Chief Executive Officer - Hain Celestial U.S.||NY|
|Ellen D.||Senior Vice President, Global Technical Services & Chief Sustainability Officer||NY|
|James M.||President, Hain Celestial Personal Care & Chief Supply Chain Officer - Grocery, Snacks & Personal Care||NY|
Who is the President, Grocery & Snacks of The Hain Celestial Group, Inc.?
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Digital, Experiential Opps: Hain Celestial reinvesting $100M to boost consumer awareness (Score 58)
Subject: Social media, shopper, online, digital, events
Company: Winmo profile), Lake Success, NY-based food company known for herbal teas and seasonings. Revenue last fiscal year was almost $2.7 billion
Opportunity: Will reinvest $100 million in cost savings over the next three years to build greater consumer awareness and household penetration, which currently sits at 15%, according to company research. Basically, popularity is surging for upstart (or perceived as upstart) specialty/healthy eating food companies, Hain’s growth is slowing down. So, management sees a huge opportunity to take share from CPG brands and natural food rivals, Irwin Simon said during the Q2 earnings call.
Boston Consulting Group has already been hired to help with this initiative, dubbed Prospect Terra. Therefore, readers with deep better-for-you food/beverage marketing experience should start making introductions now to be top-of-mind, especially since Hain’s fiscal year ends June 30. Planning should be underway shortly for next fiscal year.
Simon added that Hain will not advertise on TV, focusing more on less overt, higher ROI social media initiatives (provided Facebook and Snapchat as examples) where target customers are focused. Therefore, an edge should go to experiential and digital readers that can further optimize Hain’s digital strategy and bring platforms that will resonate effectively with female millennials (healthy active lifestyle and moms).
In particular, look for revenue around the ongoing acceleration of the Iced Media handles digital media planning and buying. Traditional media is in-house, according to The List.
Note that Celestial Seasonings already recently updated its social media appearance and introduced new packaging, eliminating work potential in both areas.
Media Spend: Hain only has spent about $1.5 million annually on advertising since 2013, according to Kantar Media. Almost all of this supports magazine buys.
Digital Breakdown: Hain’s small display presence mostly targets female focused sites, skewing towards parenting and food publishers. Top targeted sites over the last year include food52.om, parents.com, whattoexpect.com, saveur.com, bhg.com and parenting.com. Most of these impressions were bought site direct.
Decision Maker Shift: Note that all of this is happening after the departure of two key marketing decision makers. Emma Froelich-Shea, chief digital officer, recently left Hain after less than two years in the role (research here). She’s now marketing VP at SodaStream. Also last year, Donna Iannucci, marketing SVP, left the company. We’re not sure if she’s landed anywhere yet.
1111 Marcus Ave.
Lake Success, NY 11042