Isela Arroyo, Sales and Marketing Coordinator

Create a message

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"Bee Maid is a different company in itself. We have a really neat product which is honey. Such a wonderful product is like a gift of nature. We have to try to communicate this to the consumers.

"That's where the creativity comes into play. You have to be able to transmit the message, You have to be able to transmit the pride and the wellness of honey to them. There are so many ways that you can do that."

Where I work

I work at Bee Maid Honey. We are basically the marketing arm for beekeeper cooperatives in Western Canada. We pack, sell and market the honey for them.

Bee Maid is unique because it is owned by beekeepers. It was formed by the Manitoba, Saskatchewan and Alberta co-ops a little over 50 years ago to market the honey themselves.

Good reputation

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"Bee Maid is known for being a great place to work. When I was going to start working here, people working here had just good things to say about Bee Maid Honey.

"The people here are really proud of what they do. They are proud of the organization so it's really easy to acquire that sense of family. Everybody has been working for five, fifteen years."

Lots of competition

We have competition and that's the challenge for us. All the other packers are owned by private companies.

We only sell honey from beekeepers in Canada and there is a lot of competition from overseas, from other companies importing honey.

Two different needs

One of the biggest challenges for Bee Maid, as for most manufacturers, is that you have two customers. You have the retailers and you have the customer.

The retail markets are very demanding and you have to be sure that you are aware of their needs. You also have to make sure that consumers know about the product and are buying it. Sometimes it's not easy to combine those different needs.

Many benefits

This industry stands out as one with many benefits for others, not just for the beekeepers. This company brings a product to the customer that is healthy and good for them.

We also support a big industry in Canada that employs a lot of people. In the process of making honey, the beekeeping industry also helps to pollinate the fields. So we also play a big role in the development of the agriculture sector which is a very important industry in Canada.

Enjoy active life

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"I like to do my time off going out for coffee, ice cream, taking some walks in the evenings. We've also been using the Leisure Guide to take some dancing classes in the winter and I've been doing some painting this spring."

"I always complain about the cold winter so last winter we started doing some cross country skiing so we can spend some time outside. We went to Windsor Golf Park and to Assiniboine Park."

Grew up in Mexico

I was born in Mexico in a small town of about 80,000 people. While I was growing up, half of my family moved to the capital of the state. We moved there because the university was based there and my parents wanted us to go to that school.

I met my husband when I was at university. He was a Canadian Exchange student. I moved to Canada about two years ago when we got married.

Between generations

I was born in Mexico, somewhere between two generations of families. My family's quite large. I was the youngest of nine brothers and sisters. In the generation before mine, there were still large families in Mexico but when I was born, the trend was towards smaller families.

My mom was 50 while my friend's mothers were 35, 40. Because of that, I was raised as much by my older siblings as by my parents. It was different but it was a lot of fun.

Money was barrier

My dad was an auto mechanic and with such a large family, my mom had no choice but to stay home and raise kids. Neither of my parents went to college or university.

As a single income family with nine kids, it was a little tough for us financially. But my dad wanted us all to have a good education and he made the effort to send us to a private elementary school. We had to make a lot of sacrifices to afford that.

Saves to visit family

I try to save my money and reward myself with trips to Mexico. The last time I went was this past Christmas. As soon as I have enough money, I will go again.

I try to go when all the charters from Winnipeg go to the beaches in Mexico, and I can take a bus from there to my hometown. If I go at that time, it's usually pretty cheap. Otherwise I will have to pay $1,200 to $l,500 for a trip.

Likes the pressure

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"I actually work well under pressure. I can feel exhausted after, but I can manage the pressure. I can keep working.

"I feel more stress when things are out of my control. I know that I have to be planning ‘what if' scenarios so, at least if something does go wrong, I know more or less what to do."

Keep it moving

When we have a promotion coming up, there are so many things to be done. I have to make sure that we are making progress on each one. We have the promotion meetings.

I have to see that the research is being done on the trademarks that we're using for the new products so I have to check with the lawyers. I have to keep the master business plan updated, so that everybody is on the same page.

Staying current

I receive many different bulletins from publications and associations. I have to check through all of those often to see if something new is coming out that we have to be aware of, such as new research or new products.

If there is something new coming out, I put the article aside so we are able to compile and prepare a presentation by the end of the month.

Regular hours

Most of my work is here at the office, usually from 8:30 to 4:30. With a major promotion, my schedule may change a little bit and I may work longer hours.

When we are doing a major project, the schedule is challenging, with so many things at the same time. But there's a lot of support from our sales and marketing team. It helps a lot to have everyone on the team working together.

Balance work and home

I am very fortunate that I don't have a big conflict between my personal life and my working life. My schedule and my husband's schedule are pretty much the same and we are able to have supper together almost everyday.

We have the weekends off so we can work in the house or we can go out. We don't have children so we don't have a lot of pressure on us to do things or be anywhere.

Great opportunity

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"I like that I have the opportunity to interact with so many different departments, so many different people and learn from all of them. There is also the opportunity to develop and be part of the marketing strategies of the company and be able to plan and to uphold an excellent product.

"It's something good that has been proved for years and years, that you can provide to the consumer."

Support and coordinate

I provide inside sales and marketing support to the sales force and the marketing department by coordinating marketing campaigns. I also provide some administrative support to management.

Depending on the project we're doing, I work with different people. Sometimes I work with the Financial Officer or the Chief Financial Officer. Generally I report to the Sales and Marketing Manager.

Mostly inside job

Most of the time I work in front of the computer so unfortunately there's not much physical work in my job. I do some running around to talk with other people in the office but that's about it.

We provide some service to the retailers on site, checking prices and how the product is being moved. Eventually I will probably be doing some of that out of the office work, checking on the different stores in Winnipeg and maybe in smaller towns around Winnipeg.

Technology tools

My main tools are a PC, a personal laptop and a phone. I have a cell phone of my own too, so if somebody wants to reach me they can. I use a fax machine and some audiovisual equipment to do some presentations.

I use Power Point and Microsoft Word for creating presentations. Also, it is really important to know Excel to work with financial information so we can assess how we are doing.

Use many skills

The retail market is always changing so I have to research market news and other topics that can affect our company. I need to know how to analyse financial and other information relating to our product.

I interact a lot with people when I'm doing presentations and coordinating projects. I also have to be creative, by thinking outside the box all the time about how to convey the message that we have a wonderful product.

Outgoing team worker

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"I think you have to have different things to be effective in your job. You have to be able to work in a team and work effectively. You have to be a little outgoing and sociable so you get along with everybody.

"You have to be a problem solver because you never know what's going to come to you. To manage and get ahead of the issues, you need a combination of different qualities."

Taste for marketing

There wasn't an exact point when I decided to go into marketing. My program in university had a strong focus in marketing and we were always doing case studies, trying to develop products from beginning to end.

Since that time, I have acquired a taste for marketing. All the jobs I have done since university have involved some kind of marketing.

Studied business

I did a Bachelor of International Business at university in Mexico. This was a multidisciplinary program to prepare us for managerial positions. I studied marketing, math, finance and accounting, as well as Mexican import/export law.

The course that I liked the most was Quality Control, dealing with simple measures to improve the efficiency of a workplace.

Internship here

In university I had eight semesters of theoretical classes and one semester of work experience in an internship.

When I finished my credits I came to Canada as an Exchange Student. While I was here I decided to do my Internship in a local company in Winnipeg, as a marketing and research assistant.

Proud and strong

I'm strong willed and a little obstinate, so if somebody says I cannot do something, I'd be happy to prove them wrong. I have a lot of initiative and I don't mind doing more than I have to do, as long as it gets done.

I'm proud that I've been able to adjust to a different environment and culture and while doing that, I have been able to work and function. I think that's my biggest accomplishment so far.

Logistics and MBA

Right now I'm taking the Certification in Logistics from the Canadian Institute of Traffic and Transportation and I'm almost finished. It's important to know the logistics process for understanding the shipping process to customers.

I want to do something else after that, so I may do a MBA once I have decided what my focus will be.

To learn and excel

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"Right now the thing that I want most in life is just to excel at what I do and try to be better a little bit everyday. I like to have an impact on the life of the people that I know, a positive impact, through my work and through my actions in life.

"I would like to be able to learn something everyday. I want to be teachable all the time, to do my job the best way I can and to the best of my capabilities. I want to go back to school, maybe in a few years."

Get experience

To get into marketing, you should try to find a part-time job in the field, even if it is just making photocopies for people in marketing. At least you will get a sense of what they do.

Also get involved with your student association to coordinate events and speakers. Don't be afraid to call people and ask them to come and give a speech. In that way you will develop some networking skills and have contacts.

Reliable multi-taskers

I think there is a future for marketing, although the job requirements will change. In the near future you will probably need more skills in website development and in other kinds of technology.

Employers in this field are always looking for people who are reliable and will stay with the company because there are so many people changing from job to job. They want people who are accountable, who know what they are doing and who will be responsible for what they're doing. They are also looking people who are proactive and able to multi-task.

Help overseas

I would say my personal hero is Mother Theresa because she did so much and had such an impact on so many people.

I would also like to make a difference in the world. Maybe in one year or two years I would like try to support one of the children from overseas in those organizations like Visions.

I think if you can make a difference in the life at least one child, you will be making a huge difference in the world.

Job market info

The links below take you to federal and regional government information on employment, education, salary ranges and long range prospects for this career.

The official title for Isela's occupation as marketing coordinator is "Sales, Marketing and Advertising Managers" and its NOC* code is 0611.

Manitoba Job Futures

Who Hires? - Manitoba Labour Market Information

*Each occupation has an official name and unique number called the 'National Occupation Classification' code or 'NOC'.

Education

High School

Useful High School Subjects*

English (Communication)
Accounting
Marketing
Math
Computer-related courses

*Source: JobFutures.ca

For those out of school, Adult Learning Centres can help you get or upgrade your high school diploma, including adding subjects that are required for work or further education. All Manitobans are normally entitled to 4 free courses.

After high school 

University of Manitoba

I.H. Asper School of Business

University of Winnipeg

Management Certificate
Includes Marketing and other business courses

Red River College

Commerce/Industry Sales and Marketing
Business Administration
ACCESS Business Administration Integrated
Business Seminars
Marketing Management

Collége universitaire de Saint Boniface

École technique et professionnelle

Brandon University - Brandon

Business Administration

Assinboine Community College - Brandon

Business Administration
General Business

University College of the North - The Pas Thompson

All Programs - pdf
Business Administration - page 27

Skills

Useful Experience/Skills*

- Leadership
- Business management
- Entrepreneurship skills
- Communication skills

Source: Job Futures.ca

There is not yet an Essential Skills* profile for this occupation.

*Essential Skills provide the foundation for learning all other skills and enable people to evolve with their jobs and adapt to workplace change.

Professional resources

Manitoba Food Processors Association
Supports and promote Manitoba's food industry to the world giving producers a powerful voice in the global marketplace and ensuring continuous health for our province's food industry, through ongoing training initiatives, networking, industry publications and sales promotions under the "Manitoba Made" logo

Manitoba Beekeepers Association
The Manitoba Beekeepers Association represents the welfare of the Manitoba honey bee industry through presentations to the federal and provincial governments as required and participation on the Canadian Honey Council and other organizations with similar goals and interests, and promotes a better understanding of beekeeping and honey to the general public.

Advertising Association of Winnipeg
Members benefit from the valuable networking, professional development and educational aspects of the Association

Canadian Marketing Association
The largest marketing association in Canada representing the integration and convergence of all marketing disciplines, channels and technologies

Institute of Canadian Advertising
Canada's national association representing advertising agencies in a wide variety of beneficial activities.

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Marketing Consultant (NOC 4163) 

Marketing Vice-President - Grocery Store Chain (NOC 0015)

Professional Occupations in Public Relations and Communications (5124)