Spotlight on…
Jennifer R. Malin
Director of Marketing
Shumaker, Loop & Kendrick, LLP
Tampa
Years in this position: 3 years
Years in marketing: 15 years
What inspired you to pursue a career in marketing?
In college, while pursuing a degree in Communications from the University of South Florida, I interned at both Price Waterhouse and The Tampa Metropolitan Area YMCA. I saw a real need for the YMCA to have a centralized marketing department for its 14 branches. So, I convinced them to hire me when I graduated and then I created the department!
What is the first advertising or marketing campaign you remember?
A Tampa YMCA billboard campaign that I created – I remember it because I won a first place Golden Triangle Award for excellence in communications with the YMCA of the USA.
What do you like most about marketing?
Interaction with people. The opportunity to make a difference.
How do you measure your success?
A strong work/life balance.
What has been your greatest marketing accomplishment?
Rebranding three organizations and launching two company websites.
What do you think is the biggest mistake companies make when marketing?
Cutting marketing in tough economic times.
What is the most interesting trend you see in marketing?
In legal marketing, the trend of convergence and of fixed/alternative fees is very interesting. It is all about creating value for clients.
How do you stay on top of your field?
Professional development! The Legal Marketing Association is an invaluable resource for me. I have also recently joined the American Marketing Association.
What marketing resources do you recommend?
LMA and AMA. I also read countless newspapers and online sources every day. I believe that we (marketers) really need to stay on top of the current events and trends.
If you could give one piece of marketing advice to Tampa Bay companies, what would it be?
Know your audience!
Do you know a marketing professional or entrepreneur who should be in the spotlight? Email me (greichl (at) pinstripemarketing (dot) com with his or her contact information!
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