Lauren Selman

Examiner
DISC Type : sc

Brand Director, Global Growth + Innovation at Sazerac Company

Louisville, Kentucky, United States

Overview

As Sazerac’s Brand Director for Global Growth and Innovation, Lauren leads the creation of new-to-world brands. A graduate of Indiana University Bloomington, she has extensive experience in CPG brand strategy and is described by colleagues as sharp, strategic, and detail-oriented, with a history of launching successful products from idea to commercialization.

Lauren is committed to community causes, serving as a Board Member for Friends of Prentice, an organization that partners with Northwestern Medicine to advance womens healthcare. Her involvement with She Runs It also indicates a passion for supporting women in the marketing and media industries.

She draws inspiration for new beverage products directly from consumer conversations and trends seen on social media platforms like TikTok.

Personality Overview

Status Quo Seeker

Late Adopter

Process Oriented

They are always well-planned and adopt a systematic approach.  They do not like taking risks at all and go for proven options in the end. Being observant comes to them naturally.

Topics They Care About

RTD Cocktail Innovation
She leads the development and launch of Sazerac's ready-to-drink (RTD) portfolio, including recent brands like "The Spritz" and "Mango Shotta. "
New Brand Creation
Specializes in identifying whitespace opportunities and building brands from concept to commercialization, turning market insights into tangible products.
Consumer-Driven Trends
Actively follows social media conversations to inspire new product development, ensuring market relevance and appeal to evolving drinkers.

Media Appearances

Lauren has no verified media appearances

Work History

2-2024
Brand Director, Global Growth + Innovation at Sazerac Company
2-2022 - 1-2024
Global NBD + Commercialization Lead at Sazerac Company
3-2021
Board Member at Friends of Prentice
12-2018 - 12-2021
Director, Brand Strategy & Innovation at The Sound: Exploration Strategy Innovation
5-2008 - 11-2018
VP, Strategy at Seed Strategy

Education

2005 - 2009
Bachelor of Science (B.S.) from Indiana University Bloomington

More Information

Social Presence :

Prographics :

Exp : 17 Location : Louisville, Kentucky, United States Job Level : Mid-senior Designation : Brand Director, Global Growth + Innovation at Sazerac Company
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Insights For Selling To Lauren

During A Call Or A Meeting

DO's

  • Expect them to be slow and cautious, encourage them to ask more questions
  • Be firm in your communication and stay in control
  • Spend time addressing concerns around risk and change, they will have them even if they don't express them

DONT's

  • Don't use phrases like 'do not worry', 'i promise' etc.
  • Don't push them too hard to make fast decisions, give them time
  • Avoid getting into storytelling mode, especially when they ask specific questions

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Lauren is

  • For them, low risk and acceptance by others are very important, followed by proof of ROI.
  • Will you ever get a clear answer from Lauren

  • Often, they don't say no, or keep going about it in circles.

Insights For Deal Planning

    How fast (or slow) will Lauren move?

  • They do not like to take decisions in a hurry, so they could be slow in making their mind up.
  • Can Lauren take some risk or not?

  • They are low on risk-appetite and prefer to make informed decisions.

You And Lauren

Personality Compatibility


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