The Impact of AI and Automation on Food & Ag Marketing Careers

Marketing executives Tai Doong, president at Torani and a UC Davis MBA alum, and Erica Pattni, chief marketing officer at Rivalz Snacks, shared their expertise on the evolving landscape of marketing careers during the recent Food & Ag Virtual Panel: Insights from Industry Leaders.

Hosted by the Graduate School of Management’s Career Development team, and Julie Morris, director of the Food & Agriculture Industry Immersion, the virtual event offered MBA students an opportunity to hear insights from top leaders about their professional journeys and current industry trends.

Torani is a leading producer of flavored syrups with century-old roots in Italy (think Starbucks flavored drinks), and Rivalz is a nutritious snack food startup co-founded by UC Davis MBA alumnus Peter Barrick.

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Breaking Into Marketing: Expert Advice for Aspiring Professionals

For students looking to enter the marketing field, the panelists stressed the importance of gaining hands-on experience early. Whether through internships or by starting a small business, practical experience is invaluable in developing your skills and building confidence in the field.

Doong and Pattni also shared several other key pieces of advice:

• Develop a strong analytical foundation, including data analysis skills.
• Build a network within your chosen industry sector.
• Focus on specific areas you’re passionate about rather than casting too wide a net.
• Consider roles in marketing operations or innovation as bridge positions from other fields.

The Path Less Traditional

While traditional consumer packaged goods (CPG) brand management remains a popular career path, both panelists emphasized that success in marketing can come through various routes.

Doong began his career as a mechanical engineer at Procter & Gamble before transitioning to marketing, while Pattni started in public relations before discovering her passion for brand strategy. Their journeys highlight that there’s no single “right” path to a marketing career.

The Changing Face of Marketing

Several key trends are shaping marketing careers as we head into the future:

1. AI and Automation

Both executives stressed the importance of understanding artificial intelligence tools while focusing on uniquely human skills. “Being really good at outsourcing to AI in an efficient way” allows marketers to focus on tasks that can’t be automated, such as strategic thinking and creative campaign development.

2. Data Analytics

The days when Microsoft Excel skills alone were sufficient are over. Modern marketers need stronger analytical capabilities, potentially including programming languages like R or Python. This shift is driven by the increasing availability of consumer data and the growing importance of personalization in marketing strategies.

3. Social Commerce

The convergence of e-commerce and social media is creating new opportunities and challenges. As Doong noted, while platforms like TikTok Shop may come and go, the concept of social commerce is here to stay. Understanding both e-commerce and social media has become crucial for marketing professionals.

4. Health and Wellness

The industry is seeing significant shifts in consumer preferences toward healthier options, with Pattni noting that GLP-1 drugs like Ozempic and Wegovy are impacting food industry sales patterns. Companies offering healthier alternatives are experiencing growth, while traditional “junk food” categories face challenges.

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The Value of Community and Purpose

Both speakers emphasized that modern marketing isn’t just about selling products—it’s about building community and connecting with consumers’ values. Pattni highlighted how consumers increasingly seek brands that offer community and align with their values, while Doong shared how Torani’s 100-year history of prioritizing people over profits has led to sustained success.

The Future of Marketing

As marketing continues to evolve, opportunities are expanding beyond traditional roles. Whether it’s developing AI-driven consumer insights, creating personalized customer experiences, or building community-focused brands, the field offers diverse paths for those willing to combine analytical skills with creative thinking.