Armed with a degree in International Marketing from Lehigh University, Brick set out to work for a European company. “I have always been interested international brands, and from my first job in the china and glass industry, it has been a conscious decision to build from there.”
The next step was Waterford-Wedgwood as Director of Giftware and Special Events, where she frequently worked with Lord Wedgwood and Sarah Ferguson, The Duchess of York.
This background gave her an understanding of how to work as a subsidiary of a European company. “These experiences helped me to understand brand strategies from a worldwide perspective, and then how to interpret that strategy for the U.S. to make the brand come alive. The heritage of a company is its lifeblood but you need to make sure that you’re making the brand relevant to Americans whether they are chefs in restaurants or food enthusiasts at home. For example, in Europe, unsweetened whipped cream is the norm, but in America, the sweeter the taste, the better. Americans want the variety of chocolate, vanilla, pumpkin—and you can make that happen with the iSi Whipper system.”
In addition to her experience with European companies, Brick brought an understanding of combining sales and marketing to iSi. “I believe that marketing and sales are two halves of one whole and when they work in lockstep, that’s when the magic happens.”
“I came to iSi with a strong understanding of the distribution platform in foodservice, and some creative ideas about how we could train Distributor Reps to demonstrate our products.” Brick worked with culinary professionals to showcase recipes and the wide variety of foods, beyond whipped cream, that can be prepared with the iSi whipper and charger system. “It is important to train our sales teams so they can confidently demonstrate a variety of recipes. We know we’re not likely to tell a chef how to create a menu item, but we want our sales team show up with a whipper filled with food and ready to demonstrate, so chefs and mixologists can become inspired to think about the iSi system in new ways.”
A member of the Women’s Foodservice Forum, Brick is one of only a few women senior executives in the equipment/small wares industry and now a member of the ranks of leading female executives in foodservice. “I’m very interested in how our industry can promote women to leadership roles. We need to interest more women in our industry, mentor them to success, and embrace their contributions. It’s an important reflection of who we serve in the foodservice community today.”
iSi North America was established in the United States in 1977. The iSi Group, parent company of iSi North America, iSi GmbH, and their related companies was founded in Vienna in 1964 and is the largest manufacturer of cream and food whippers, soda siphons, and their respective chargers. For over 50 years the company has led the way as an innovator in whipper and gas charger technology. iSi continues to set the standards for safety and consistency in delivering perfect results for chefs, baristas, bartenders and food enthusiasts. At the recent National Restaurant Association show in Chicago in May, iSi North America introduced its new Professional Charger, which delivers up to 20 percent more volume for whipped food—another innovation from an industry leader.