Mimi San Pedro Joins NLC Products as Marketing Director

Mimi San Pedro

Catalog company NLC Products Inc. of Little Rock said Thursday that it has hired Mimi San Pedro as its new digital marketing director.

The company, which began in 1972, is a specialty retailer offering products via catalogs and websites. Its Little Rock office is located near Pleasant Ridge Town Center on Woodland Heights Road.

In a news release, the company said hiring San Pedro is part of a digital expansion that includes a “more robust e-commerce structure, online lifestyle content and consumer-specific marketing.”

“We’re putting the emphasis on the merchandising, and working with merchants to do more cross-channel marketing, including social media, as we rebrand our titles to establish continuity and spread the message of who we are and what we offer our customers,” CEO Tim Mariani said in a news release.

Mariani said hiring San Pedro will allow the company to improve its product offerings and expand its reach through “a more robust digital strategy.” 

“Our company’s strength has been in our efficient operations, but we’re now positioned to take our marketing — particularly our digital strategy — to the next level,” Mariani said. “Mimi and our team will be charged with rolling out a new cohesive branding and marketing strategy over the next year. We’re looking forward to big things in the coming years.”

San Pedro had previously worked for Hortus Ltd. and the P. Allen Smith Cos. since 2009. As marketing office, she led new business development and product, event and brand marketing initiatives for the lifestyle content company.

Before joining Hortus, she was a vice president at publicly traded Acxiom Corp. of Little Rock. She also worked 14 years at Little Rock advertising agency Stone Ward and five years for medical supplier ContourMed.

San Pedro said data-driven content marketing will be an integral part of NLC Products’ new digital footprint.

“NLC Products Inc. produces more than 12 million catalogs annually,” she said. “We will harness intelligence from our loyal customer base, acquire more customers with similar profiles, and use the latest technology and analytics to learn more about what our customers want to see, how much they want to see it and when they want to see it. Using data wisely is going to allow us to create a more targeted mix of lifestyle merchandising that really appeals to our key audiences.”