The Tasting Panel magazine

April 2018

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26  /  the tasting panel  /  april 2018 HOT SHOT ForceBrands: Tell us a bit about your back- ground and what brought you to Inspira Marketing Group. Chris Mariani: I began my career in the staffing industry by working in a number of different industries. To be honest, I didn't have a ton of exposure to the marketing or beverage world, so when I was first contacted about a temporary role here at Inspira Marketing, I jumped at the opportunity to learn something new. Three months later, I knew that I was where I wanted to be for the long term, so I accepted a full-time offer to build and manage a team. FB: Which qualities do you look for in candidates who are interested in working in the beverage industry in a talent acquisition capacity? CM: Some traits that you look for in candidates hold true regardless of industry, like eagerness to grow, drive, and an entrepreneurial spirit. But for the beverage industry, in particular? When it comes to working on-premise, it's imperative to be able to think on your feet and build strong relationships in a short period of time. The reality is that each of our employees deals with a diverse array of clients with unique needs on a daily basis, making it all the more important to partner with them to provide custom solutions that help their business. FB: As experiential marketing becomes an increasingly popular avenue for beverage companies to build brand awareness, have you seen an increased demand for certain roles? CM: As experiential marketing has grown, its definition has broadened. In the past, experiential marketing for beverage companies meant an event sponsorship or a managed bar night, but the concept has evolved to mean much more. Now, the term encompasses real relationship-building with on- and off-premise counterparts, and that is where we've seen the increased demand for roles. Brands want people who can speak on their behalf to consumers and the trade. Whether at events, bars, restaurants, or liquor stores, the experi- ence people have with the brand is critical to success. Chris Mariani TALENT ACQUISTION, INSPIRA MARKETING GROUP C hris Mariani manages talent acquisition at Inspira Marketing Group, an experiential marketing agency that works alongside companies like Diageo and Constellation Brands to inspire consumer behavior. Read on to discover how beverage brands are building awareness, what Mariani looks for in key hires, and more.

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