I sat in a windowless conference room at our headquarters in France, proudly watching our International Brand Manager present the (plug your ears, journalists) “game-changing” technologies behind the new jacket we were preparing to launch. I didn’t catch the entire conversation, as the meeting was held mostly in French, but my limited comprehension of the language paired with my prior knowledge of the product launch allowed me to keep up with the group. The first of its kind and a patent that was exclusive to us for just one year, my mind raced with excitement. Visual communication! In-store presentation! Hashtags! I mean, there was an all-out marketing-geek party going on in my head.
We then moved on to the next story of the season - a resort ski apparel collection that our design team had invested a great deal of time and energy into.
It. Was. Beautiful.
Yes! More awesome! But when it came time to discuss the marketing to support it, the reality quickly set in. We couldn’t. At least not to the level at which it deserved. The marketing department simply didn’t have the financial or human resources to communicate both stories. My heart sank.
Upon returning home and back to the realities of my mega-juggling role as the US Marketing Manager, the creative high I had experienced the week prior dwindled even more. Who was I kidding? Even if global marketing could’ve come up with the resources to do all the great things we had wanted, I didn’t have the resources to bring them to life in my own territory. I was a marketing “department” of one, trying to do the work of ten.
For years I had been trying to get budget to add to our staff, but as a seasonal brand, we just couldn’t support another person in-house. Agency, you say? That too felt out of reach. “Get an intern,” friends would suggest. They meant well, but obviously didn’t understand.
Meanwhile, my Instagram feed was a constant stream of other great brands I admired, telling engaging story after story after story. I felt like a kid left out at the sandbox.
It’s no secret that marketing, consumer demands, and purchasing behaviors have immensely evolved in the digital age. Expectations are higher, yet company resources are often limited.
So when the opportunity arose for me to move from Colorado, the place I had called home for 15 years, to California, someplace I had always dreamed of living, I saw it as a chance to offer my experience to other organizations who may find themselves in similar situations.
Which brings us to here and now. A mountain girl navigating her way through her new beach town life, and an in-house turned freelance marketer eager to form new partnerships and do great stuff.
If you’re reading this and can relate to my story, I’d love to hear yours. Holla atcha girl.
Surf’s up! (errrrr…is that what you say?)