UMass Boston Alumni Magazine - Fall/Winter 2008-2009 - (Page 11)

location “position the brand in an area where art and commerce intersect.” So how did a “Boston born and bred” psychology major find himself living in Malibu and having a high profile impact on the fashion world? Earning an academic scholarship to UMass Boston in 1981, Aaron Battista began in a pre-med curriculum but switched to psychology when his busy schedule—he worked part-time at a variety of restaurants and retail outlets—didn’t allow him to concentrate on his lab work. He enjoyed his sales experience at downtown Jordan Marsh, impressed his supervisors, and was selected to train in the store’s retail management “boot camp” while still an undergraduate. More than he could have imagined, Battista says his coursework in psychology and a wide range of liberal arts subjects prepared him for a career that has focused on marketing but also requires expertise in organizational development, leadership, and succession planning. “I had great professors at UMass,” he says. “They were always supportive, accessible, and willing to give feedback.” The combination of work and study continued until he graduated in ’88, but Battista wasted no time launching a 20-year career in which he has grown retail operations for some of the world’s most successful companies—the Gap, Gucci, the Body Shop, Swatch, Lucky Brand, and now 7 For All Mankind. Reviewing his own growth, Battista, 44, says he’s been extremely fortunate to have worked with top leaders in the field, and especially pioneering executives who were interested not only in profitability but also in contributing to society. At the Body Shop, for example, he was able to open 100 franchise stores and became a close friend of the company’s founder, Anita Roddick. Passing away in 2007 at age 64, Roddick was a crusading entrepreneur who used the chain to promote such causes as supporting the environment, ending animal testing, saving rain forests, debt relief for developing countries, and voting rights. She passionately believed businesses could be run ethically, using what she called “moral leadership,” and had a strong inspirational influence on Battista. In her book Business as Unusual, which outlined her philosophy of a company as famous for its ethics as its success, Roddick cited Battista’s creativity in establishing a “Freedom Centre” that depicted the plight of the Ogoni tribe in Nigeria and attracted dozens of visitors and school groups to an unused space within the Body Shop on Fifth Avenue in New York City. “They got a comprehensive view of the oppression of the Ogoni by Nigeria’s military regime,” Roddick wrote. “I thought it was a brilliant idea.” Battista says he’s always wanted to work for companies that value a social conscience and has been fortunate to be involved with them throughout his career. Now in his most influential role ever, he comments that he remains “fascinated” with organizational development and considers “creating opportunities for employees and providing them with great mentors” the most satisfying part of his job. He’s been responsible for management, sales training, and recruiting throughout his career and says his goal is to hire employees who communicate well, are comfortable serving the public, and look for “compatible culture and values in their workplace.” As someone who knows Battista’s management style well, Sarah Barry, now VP of training at Lucky Brand, described him as “an amazing leader, a wonderful people-person, way ahead of his time in his ability to develop employees.” Having worked with him at the Body Shop and Lucky Brand, Barry says Battista has “a special ability to hire the right people, set them up for success, and inspire their loyalty and commitment.” Barry reported to Battista at Lucky Brand but says the relationship was more like a “partnership” than boss-employee. “He’s one of those rare leaders who understand that successful companies are based on how they develop their people. His approach is to take responsibility if things go wrong, and give all credit to his employees if they go well.” 7 For All Mankind attracted early attention as a favorite among Hollywood’s elite—including Angelina Jolie, Cameron Diaz, and Ben Affleck—and has grown exponentially since its founding. Acquired in August 2007 by retail giant VF Corporation, 7FAM continues to evolve as a “denim lifestyle brand” that includes men’s and women’s sportswear, handbags, and kids collections. When Battista was hired to launch its retail operations in March 2007, Mike Egeck, CEO of 7FAM, commented, “Aaron’s ability to roll out retail stores in a predominantly wholesale business, combined with his knowledge in real estate and staff training, makes him an invaluable addition to our team.” A company press release at the time noted Battista’s ability to “seamlessly integrate retail philosophy and concepts into manufacturing and wholesale organizations.” The nature of his work makes Battista a strong contender for top-scoring frequent-flier-mileage collector among UMass Boston alumni. “I’ll spend more than half my year traveling,” says Battista, “but creating new locations to match their surroundings is an exciting way to see the world.” While he wouldn’t have pictured himself marketing to a clientele he describes as “very sexy and sophisticated,” he enjoys the experience of working with a small team of talented colleagues to create stores combining high-quality products with a luxurious and customized shopping experience. “It’s great fun on many levels,” Battista remarks, adding that he still often reflects on how his training in psychology at UMass Boston, and the opportunity to combine complementary study and work opportunities there, prepared him well for his exciting, globe-trotting career. Paul Hennessy, a Boston-area writer, has been publications director at Dana-Farber Cancer Institute and communications director at Boston College. UMass Boston n 11

Table of Contents Feed for the Digital Edition of UMass Boston Alumni Magazine - Fall/Winter 2008-2009

UMass Boston Alumni Magazine - Fall/Winter 2008-2009 Contents UNews Oh, the Places They've Gone! "One of Those Rare Leaders" Acknowledging History, Renewing a Commonwealth Heart and Mind Indelible Images About Alumni Investing in UMass Boston A Generous Friend Alumni Calendar

UMass Boston Alumni Magazine - Fall/Winter 2008-2009

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