Cheryl Petrishin
Senior Brand Manager
Rain-X, ITW Global Brands
Even though she has spent the majority of her career on the consumer products side, Cheryl Petrishin says her proudest career moment has come from the extensive process of launching a new product into the aftermarket that not only garnered awards but also grew sales for the brand in the product category.
“Working closely with our national account sales teams, we created a presentation of focus group insights, product demos, third-party testing and a price-elasticity study to share with our retailer partners. To support the product launch [for the Rain-X Silicone AdvantEdge wiper blade], we developed a national media campaign which included television, billboards and social media, along with retailer-specific promotions. Due to this successful program at our retailers, Rain-X experienced a 30% growth in dollars in the premium-beam segment. Last October at AAPEX, Rain-X won the NPD Group’s Aftermarket Performance Award for Top Market Share Increase in the Maintenance & Repair category,” Petrishin says proudly.
As a woman in the industry, a consumer product expert and a consumer herself, Petrishin says the voice of women is an important one when developing a new product.
“It’s essential to consider a woman’s perspective when developing a product or service,” she says. “Women will continue to take a primary role in vehicle maintenance and product purchases that enhance the driving experience.”