A coffee with... Erica Vilarinho - Senior Marketing Manager at Körber Supply Chain

Empack and Logistics & Automation Porto:

Tell us about yourself and your career at KORBER. What is the day-to-day life of a Senior Marketing Manager like?

Erica Vilarinho:

I started working very early, at the age of 14 (true!). I’m from Rio de Janeiro and working life in Brazil starts early. But I always took my studies very seriously.

I have been living in Portugal for 17 years (!). I graduated from the University of Porto in Communication Sciences, completed a master’s degree at the University of Minho (in Advertising and Public Relations) and, more recently, at Porto Business School a postgraduate degree in Digital Marketing. But it was in 2017 that I discovered and was discovered by Körber – which has five distinct divisions – Pharmaceutical, Logistics, Technology, Paper and Digital -, and it was love at first sight.

I have been dedicated to B2B marketing for 10 years. And my day-to-day is always filled with lots of teamwork, meetings and strategic reviews – especially at the start of a new year with so many external challenges. At Körber Supply Chain I am responsible for the activities and strategy of the Iberian and Benelux market, in very close collaboration with the commercial team, project managers and customers. I also work a lot with the group’s sister companies on global campaigns, events, etc.

The automation universe in industries such as FMCG, Frozen Food, Paper and/or Beverages is a daily learning experience. Therefore, studying case by case is fundamental to communicate with maximum effectiveness at each stage of the sales funnel.

I am passionate about what I do. And do you know what the great advantage of starting work so early is? It’s not being afraid to dive into such different areas of business and also knowing that when you find a company like Körber, which cares for and respects its employees, it’s easy to recognise their value. It’s been 6 years of growth and learning.

Empack and Logistics & Automation Porto:

In your opinion, what is the most important in customer communication and what should companies take into account for more efficient communication?

Erica Vilarinho:

The most important thing is transparency and assertiveness. We have to know our audience, their interests, pain points and needs to know what message we should send. Listen to the market. Knowing how to listen is fundamental.

As much as we trust our product, solution or service, we can never assume that those on the other side trust or know the same proportion of what we say. And never, at any time, should we leave the customer without an answer, whatever the context – good or bad.

Closeness is a very important factor. The relationship with the client is like a courtship, it requires time, attraction, dedication, compromises, a lot of dialogue and honesty until marriage. And, as in relationships, the achievement of marriage does not mean neglecting the other party or relaxing (!).

We accompany the customer at every stage of the project, from the moment they are introduced to Körber, during the purchase decision, but also after the sale. Therefore, the most efficient communication only happens if we accompany our customers and are transparent.

Empack and Logistics & Automation Porto:

How important is the automation of services and collaboration between companies and sectors today?

Erica Vilarinho:

Recent times have been challenging for supply chains. Logistics is, after the pandemic, with the war in Ukraine and inflation, one of the areas that faces the greatest challenges in adapting to new business rationales.

All this instability makes many companies, for the first time, consider substantial changes in their strategies. And the solution increasingly involves the automation of the logistics operation. For example, there are companies in the food sector that have vertical “farms”, which allow unparalleled space optimisation.

Automation is key to improving business results and ensuring greater productivity in the industry in which they operate, as well as ensuring greater transparency in their internal processes. The challenges are many: the competitiveness of the industry, the level of consumer demand, the increase in productivity and the number of product references (SKUs), awareness of sustainability, the need for growth, but also the need to be able to respond to this same growth.

So, I would say it is very important! Reducing costs is the goal of any company, but just as important is knowing that with this collaboration we can guarantee sustainable, efficient and high-performance management. Just to give you an idea, Körber solutions have enabled Luís Simões, in Guadalajara, Spain, to achieve productivity gains of 15% and a cost reduction of 40%. Fantastic, isn’t it?

Empack and Logistics & Automation Porto:

What is needed to ensure that companies are prepared for the future?

Erica Vilarinho:

Facing the uncertainty of the supply chain, I think the future is increasingly about investing in Artificial Intelligence (to help monitor and track companies’ performance) and Automation (for a more efficient and conscious management of their processes).

Sustainability is indeed a challenge and a force for change. A study I recently read from the IBM Institute for Business in collaboration with Oxford Economics, reveals that of all the challenges they foresee for the coming years, sustainability is considered by Chief Supply Chain Officers (CSCOs) to be the third biggest, only behind supply chain disruptions and technology infrastructure. Makes you think, doesn’t it?

Not least, the future is also very much about companies investing in employee wellbeing. This way, they not only ensure that they have happier people taking care of their business, but also become more attractive to the market.

Empack and Logistics & Automation Porto:

Are you particularly excited about any recent projects or initiatives developed by KORBER?

Erica Vilarinho:

We have a lot going on, so enthusiasm is always present and spread a bit between all activities. The move to the Lionesa Hub will help boost our internal communication, new projects in full swing in Portugal and Spain, growing teams, preparation for key events, focus on exports to international markets, with emphasis on Spain, Benelux and the United States… In short, it will be a year full of many challenges and news.