City/State of Residence: Boston, Massachusetts
Job Title: Digital Marketing Manager
Company: Velcro Companies
Years with Company: 2; six years in the manufacturing space
Industry of Your Company: Fasteners/Textiles
Training / Education: Business and marketing education, currently pursuing MBA
What made you decide to pursue a career in manufacturing?
While many people don’t necessarily think of the word "marketing" when it comes to manufacturing, I first experienced the manufacturing world through my father’s circuit board manufacturing company. After graduating, I was able to use my passion for teaching, technology and marketing and apply it to help digitally tell the story of a company with great history, employees and solutions. At the time they were looking to really revamp their website, marketing and sales tactics to implement an inbound marketing approach for today's world. Marketing activities back then consisted of brochures, direct mailers and tradeshows, and we found that by optimizing our website and integrating our engineers, plant managers, technicians and operators into our marketing approach, we were able to really blow the doors off of the very niche world of circuit board manufacturing and become leaders in the digital space.
What does your job entail?
My current job entails social media management, content creation (blog posts, videos, email blasts), lead generation and automation initiatives and event marketing. I work in both the B2B and B2C space, globally.
What is the most interesting part of your job? Your proudest moment?
The most interesting part of my job is getting to learn the history and the innovation of our different manufacturing solutions and most importantly, the people who design, create and ultimately help make that happen. As marketers, it’s essential to know the processes and people behind the products we are trying to “market” as they are assets to any digital marketing strategy (and company!) Whether it’s our quality efforts for manufacturing processes, our sustainable practices, or new machinery--it’s what sets us apart from competitors and what gives us marketers the content to create. My favorite moments of my job are getting a chance to talk with the employees who have been here for years upon years, who have helped engineer and manufacture the very products that I work with as an end-user, learning about the good, the bad and the ugly.
My proudest moment was recently having the opportunity to attend the opening of a monumental new manufacturing facility in Canada and getting the chance to see the plant and the proud faces of all the people involved, some of whom have worked there for 30+ years.
What do you love about manufacturing?
I love all of the different opportunities for successful digital marketing for manufacturing. When you think about the concept of storytelling and content creation, the manufacturing space is brimming with it. There’s nothing better than seeing how things and people come together to create. If I’m going to market something and try to create content that supports it, I’d be a fool to try to do that on my own, as each person on the manufacturing floor has an essential role and becomes a leader in their own right. Who better to learn from then them? The opportunities to collaborate are endless.
What advice would you give to kids considering a job in manufacturing?
Think outside the box! For example, looking at companies like GE, they’ve reshaped the modern day world of industrial and digital, completely changing the game. The world of manufacturing offers many different types of jobs and roles, especially as technology changes. The opportunities are endless.