Costa Farms’ New Marketing Director Eager to Tap Into Changing Consumer Needs
Costa Farms recently promoted Damarys Mora Crawford to the role of Marketing Director. Crawford brings more than 20 years of experience in consumer product marketing. Her background includes high-profile consumer brands such as L’Oréal, Schwinn, and Black & Decker.
In her new position, Crawford will lead Costa Farms’ marketing team and create and execute strategic marketing initiatives to support continued sales growth for the company’s retail customers.
According to Charlie Acevedo, Vice President of Sales and Marketing at Costa Farms, Crawford was selected because of her consumer marketing experience and proven track record.
“She’s earned this opportunity to lead our marketing efforts,” Acevedo says.
Crawford began her career at Costa Farms in product marketing and transitioned into category management for both the popular succulents and perennials areas.
A graduate of Florida International University with a degree in business, Crawford says she has come full circle since starting in Costa Farms’ marketing department in 2012.
“I’m excited to be working with a first-class marketing team and have an opportunity to share my passion for plants,” Crawford says. “I will communicate that passion via creative marketing programs that speak to all consumers and help grow the category.”
Greenhouse Grower recently caught up with Crawford and asked her about her new role.
Greenhouse Grower (GG): How did your previous experience prepare you for this new role?
Damarys Mora Crawford: My experience with consumer packaged goods and global brands experience has provided me a background that’s invaluable for my new role as Marketing Director.
GG: What are the biggest challenges this industry is currently facing? Conversely, what are some of the biggest opportunities?
Crawford: Some of the biggest challenges our industry is facing also present the biggest opportunities. There is a huge demographic shift in first-time home buyers. Married couples previously made up the largest percentage of first-time home buyers, but now we see more young urban single men and women buying homes. Also, we know that Millennials are renting instead of buying. The industry has to find a new way to talk to these consumers and meet their needs.
GG: Looking ahead, what role can you play in moving this industry forward?
Crawford: We’ve done a deep dive and conducted strong demographic and ethnographic research to understand the end consumer and their need states. My role is to make sure we continue to innovate and develop solutions, programs, and products that meet the needs of the ever-changing consumer.
GG: If you weren’t in this profession, what would you be doing?
Crawford: I have a real passion for plants, marketing, and product development so I can’t imagine myself doing anything else.