Exclusive: Adam Petrick, Chief Marketing Officer @IFA Berlin

Shy of one year in your new role as the Chief Marketing Office at Shark Ninja. Congratulations. Today we saw 23 new products launched at IFA Berlin 2024. 

Q: How long have you been selling in the UAE, and what is your current business model there?

A: We've been selling in the UAE for a few years through a distributor, but now we’re thrilled to move to a direct selling model. This is a major step forward for us, and starting in October, we'll be much more present in the market. The UAE is a fantastic opportunity, and we're excited to grow our business there, both for consumers and retailers.

Q: What recent milestones has the company achieved in terms of product sales?

A: Today, we saw 23 new products, which is incredible. This achievement is beyond what we expected, and it's a testament to our commitment to innovation and solving consumer problems.

Q: What is your mission as a company, and how do you approach challenges?

A: Our mission is centered around solving consumer problems and making a positive impact. We aim to bring innovation and design to consumers in a way that directly addresses their needs. Innovation, for us, is not just about creating new products but also about telling stories and solving consumer challenges that they might not even recognize yet.

Q: What are your top priorities in your new role, and how do you see marketing and innovation moving forward?

A: My main goal is to increase the visibility of our brand. While people are familiar with our products—like our air fryers and vacuum cleaners—many don’t recognize the Shark Ninja brand as a whole. We want to expand people's knowledge of our full product range and show how our innovations solve real consumer problems. We focus on creating products driven by consumer insights and constantly seek to innovate in ways that benefit our customers.

Q: What role does consumer insight play in your product development?

A: Consumer insights are absolutely central to our innovation process. Before any product hits the market, we conduct over 1,000 in-home usability tests. These insights inform everything—from how the product is used, to its features, and the overall user interface. This allows us to refine our products before launch, ensuring they meet real consumer needs.

Q: How do you leverage data and insights from social media in your innovation process?

A: We pay close attention to consumer feedback, including comments on social media, which provide a wealth of data. This data becomes valuable information that we use to inform our product cycle. We analyze consumer experiences with our products and incorporate those insights into our future innovations.