November Volunteer Spotlight
DMA Atlanta Volunteer Close Up-
Written by: Jon Freed-Hub Labels
Name: Tom Jones
Birthplace: Atlanta, Georgia
Occupation: Vice President of Marketing – School Specialty: The leading school supplier in the U.S.
Education: B.A. University of Georgia; MBA Georgia State University
What is the most helpful step(s) you took to advance your direct marketing career? Continually accepting projects and responsibilities that stretched me. You find that you are capable of far more than you originally believed. The book that helped me in this area: “The Seven Habits of Highly Effective People” by Stephen Covey.
Any advice you’d offer a novice who wants to move up in direct marketing? Make opportunities to network with direct marketers who are innovators, and learn to apply their methods in your current role.
Strategic, customer-centric marketing driven by insights from all channels regarding our customers’ primary objectives. Team leadership focused on company goals and skill development of the entire team. Budget management through implementation of new tools and procedures.
Newsletter Editor: DMA-Atlanta; Teaching Business Communications to recent immigrants in professional roles; Coach Youth Sports – soccer, basketball and tennis; School Board Member – Local private school.
DM Forecast for 2010: If we continue to evaluate our offerings and methods against changing customer needs, we can grow market share, regardless of conditions. As the economy rebounds in 2010, direct marketers who have re-aligned their organizations and their spending around a fully integrated strategy will do well.
Toughest Marketing Project: Rolling out new catalogs is always a challenging time. From concept development, market research and staff allocation to results evaluation and refinement, there is continual work to be done. My toughest challenge is now assessing catalogs introduced 4-5 years ago to determine on-going viability and alignment with our other offerings. With the correct analytics, we can accurately measure results against our initial assumptions – very exciting stuff!
Favorite Restaurant: 141 in Duluth for business meetings; Stoney River with my wife to celebrate accomplishments and Red Robin Burgers with the family any time.
Favorite Websites: DMNews for the latest in industry trends; District Administrator to understand the issues for our school-based customers; Facebook for reuniting with old friends.
Leisure Interests: Triathlon, hiking in the North Georgia Mountains, non-fiction reading, and any activity with my wife and kids.