Lisette Godinez has always been fascinated by what motivates people to do the things that they do - including why they decide to purchase certain products, follow a certain lifestyle, or stay loyal to particular brands.
“Marketing is understanding the psychology behind consumer behaviour and this is what naturally led me to study and pursue a career in marketing.”
Now a marketing chapter member at The Warehouse Group, Godinez remains passionate about contributing to the success and growth of an organisation, understanding customer needs, and formulating marketing strategies to meet those needs.
Her path into marketing began when she worked as a communications coordinator for professional beauty and haircare brand, Zotos International, after graduation. Godinez worked in communications for two years before deciding to change paths. Taking on a new role as the associate international marketing manager, she quickly realised that marketing was her calling.
Alongside working full-time, she enriched her knowledge of the marketing industry by completing a Master’s in Business Administration. Godinez collaborated closely with international customers, regularly travelling around the world to gain first-hand knowledge about the export business, including to Latin America, Asia and eventually to New Zealand.
Officially moving to Auckland in early 2021, she hoped to contribute the skills she had learned in her previous roles and embrace Kiwi culture. Godinez worked as a marketing manager for Lewis Road Creamery, where she not only gained a broad range of skills, while attaining a better understanding for the New Zealand FMCG market. In November 2022, she began her current role at The Warehouse Group.
“I was thrilled to go from one New Zealand success story to another.”
She is committed to helping Kiwis make their dollars go further. Especially during challenging economic times, Godinez feels that finding solutions and creating value for people has never been more important.
During her time in New Zealand, Godinez was mentored by Ben Wheeler, the winner of New Zealand’s Most Effective Marketer of the Year at the 2021 Effie Awards.
“He provided valuable feedback when I first arrived here from America that helped me better understand the New Zealand market. We collaborated well and cultivated strong working relationships with the sales team. He’s also just a kind person and a good listener - which is vital in marketing,” explained Godinez.
A piece of advice she wishes she could tell her younger self is that adversity develops strength.
“You will go through adversity because you’re a woman and of Mexican descent. But that adversity will give you strength and you will gain confidence to find your voice and stand up for yourself," said Godinez.
"Remember, you’re not alone, so network and reach out to other strong-minded women who share your values and who will support you on your journey. ”
For anyone looking to pursue a career in marketing, Godinez recommends ensuring that your marketing strategies are customer-centric, rather than product-centric.
“Use consumer data and market research to understand the customer problem you’re trying to solve and how your product or brand can create change.”
Her top tip for achieving success is keeping an open and curious mind.
“This industry is constantly evolving so it’s important to stay curious. Keep up to date with industry trends, learn from brands that are winning, listen to podcasts and build a community with other professionals.”
