Most of my important professional work is connected in some way to entrepreneurship and marketing. I received my formal business training at Babson College, graduating summa cum laude from the MBA program. This program has for many years been ranked # 1 in Entrepreneurship by US News & World Report. At Babson, we were taught to see marketing and entrepreneurship as entwined skills. While the entrepreneur’s first task is to seek new opportunities for products and services, the second, and equally important, task is to communicate the value of these products and services to the customer. In other words, the entrepreneur must be an adept marketer.
My most significant work as the founder and owner of Bayside Runner was a particularly exciting way for me to bring together my interests in marketing and entrepreneurship. Bayside Runner was a true start-up business, an idea that I developed and financed from scratch. The real driver for the store's success, however, was the marketing strategy. At Bayside Runner we made use of a full range of marketing channels, including social media, email newsletters, radio ads, road race sponsorships and appearances at gyms and fitness fairs. We coordinated numerous promotional events ranging from Pub Runs and group runs to educational in-store speakers and contests (like our Winter Warrior Challenge). And we relied on a network of referrals from medical professionals, fitness instructors, and track coaches.
The majority of referrals, however, came from the customers themselves. For that reason the in-store customer experience was the most important marketing tool. I developed a proprietary three-step, ten-category shoe fitting system that combines traditional fitting tools with modern video gait analysis. The staff made sure to treat each customer with a high level of respect as they helped them to select the best running or walking shoes. Click here to check out the video!
SHOES-n-FEET: As Director of Marketing & Running at SHOES-n-FEET, I created five charity-based road and trail races, a Northwest version of the Winter Warrior Challenge, called the Northwest Winter Challenge. In addition, I work in the community with local medical professionals, helping them better serve their patients by understanding the need for properly fitting shoes.
Epiphany Middle School: I was a founding teacher and athletic director for this independent school for children from low-income families in Boston.
Gutman Conference Center at the Harvard Graduate School of Education: As manager I was required to operate this conference center as a stand-alone business. Like in a small business, I was in charge of staffing, marketing and sales, contract negotiations, logistics and finances.
Unitarian Universalist Association: As part of the education and research team, I helped to develop conferences, seminars and educational materials to encourage church growth and revitalization. We taught churches to see themselves as "businesses" that needed to have a clear marketing strategy in order to grow their congregations.
My marketing work also includes:
New Balance: As a member of the NBx Running footwear team, I was primarily responsible for product management and marketing the track and field footwear product line.
Puma International: I worked as a consultant for the golf and running product management divisions.
Product180: I collected high-impact qualitative data and used that research to help my clients understand their "Killer Value Proposition."
Copernicus: Working with experts in quantitative data collection and analysis, I dug deep into customer data sets to help clients to develop effective marketing strategies.