The MHEDA Journal - Second Quarter, 2015 - (Page 29)

@WORK AT WORK Central Regional Manager Name: Sarah Fiola Company: Tri Lite, Inc. Location: Chicago, IL Years: 2 I Photo Credit: Patrick Houdek started my career at Tri Lite as a part-time consultant designing an informational packet for distributors about our LED Loading Dock Lights and the energy rebates they could qualify for if the customers purchased them. It was a complex task but with my background as a marketing-communication specialist for an international B2B business, I was able to handle it. After that project, I was brought in full-time to be Tri Lite's Product Marketing Manager. The majority of my day is spent writing for our company website or designing marketing materials but I always am sure to devote time keeping myself current with the challenges that our customers are facing. 1. Staying Current So much of my job involves looking at a computer screen so I try to break up that time by reading print magazines every day to understand the issues and concerns that our customers are facing in their respective segments. I also regularly meet with Tri Lite's engineers, purchasing agents, production, sales and customer service staff to understand product regulations, issues or questions customers may have to ensure that I am representing Tri Lite's product in a positive and accurate way. 2. Personal Connection As a marketing professional, it is natural that a lot of my communication takes place online via email. However, whenever possible, I try to meet with sales contacts either in person or by telephone. Often, I'll go on sales calls with our lead salesperson and attend trade shows to educate customers and potential customers in person about our products and answer any questions they may have. Above all, I think product marketers have to care about people in general and the customer in particular. 3. Curiosity To stay current with industry trends and form the personal connections necessary to succeed, a product marketer must be naturally curious. In my position, I am constantly looking to learn how things work and making sure that every small detail is correct. You have to be able to identify what about your product will work for a certain market and enjoy researching and learning about things that you aren't necessarily ever going to do. I have to be fluent not only with our products but with our customer's applications as well. If you don't have that thirst for knowledge, it could be a big task to learn. 4. Tools I wear a lot of hats at Tri Lite and so my to-do lists can be quite lengthy. I treat items on that to-do list as if they are mini projects, so organization is key. I use Microsoft Project to keep on top of everything and provide some accountability with deadlines and assignments. In addition to email and the entire Microsoft Office suite, I also use e-blast software and survey software very often when putting together marketing material.   The MHEDA Journal | Second Quar ter 2 015 29

Table of Contents for the Digital Edition of The MHEDA Journal - Second Quarter, 2015

President’s Perspective
From the Desk of Liz Richards
Editor’s Note
MHEDA University Calendar
Ask Your Board
MHEDA MEMBER PROFILE Cisco-Eagle, Inc. BY STEVE GUGLIELMO
@ WORK Sarah Fiola, Tri Lite, Inc.
INDUSTRY PULSE Second Quarter Projections
GROWTH AS STRATEGY How to strategically plan and execute a growth strategy BY JERRY WEIDMANN
THE BENEFITS AND HAZARDS OF WORKING IN A FAMILY BUSINESS Having it both ways – a successful business and a happy family. BY BUDDY SMITH
Exhibitors’ List and Floor Plan
Exhibitor Summaries
ROCK STARS CREATE UNIQUE EXPERIENCES Enhancing your value proposition BY JIM KNIGHT
WHAT DOES A WINNING SALES STRATEGY LOOK LIKE IN 2015? BY RYAN ESTIS
THE SHIFT: A FORCE OF CHANGE IN THE NEW WORLD OF WORK BY SETH MATTISON
THE SEARCH ENGINE AND SOCIAL MEDIA RELATIONSHIP BY BRIAN BLUFF
New Members
Spotlight on Association News
Index of Advertisers by Product Category

The MHEDA Journal - Second Quarter, 2015

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