Title: Marketing manager
Company: BKT Tires Inc.
Why she was selected: Has enhanced BKT's marketing efforts in the U.S., both by building on established programs and looking for new opportunities.
What do you love most about your job?
I love being a part of so many different projects at once. My position is all encompassing, meaning I get to do far more than just advertising. The job requirements are constantly changing to keep up with the ever-revolving demands of the marketplace. There is no way to predict what will happen within manufacturing, the marketplace or environment. One day several new construction sites may be approved, and on another weather may cause a downward trend in the agricultural market. We are always on our toes and the fast pace creates that much more excitement in what I do.
What accomplishment are you most proud of so far and why?
Aiding in the shift of BKT USA's marketing efforts. When I started with BKT I focused heavily on switching our advertising from trade to a focus on end-users. The goal was to increase our brand awareness across each of our product segments as many end-users didn't realize the breadth and depth of our lines. There has been extensive asset development to make and further the change from a push to pull marketing strategy. This shift has included traditional advertising, social, events, sponsorships and our trade shows. Organization and execution of trade shows from farm shows to events such as SEMA, MINExpo and CONEXPO was quite an undertaking. The first successful show held at the Las Vegas Convention Center was a great milestone for my path with this company.
How did your company sell the rubber industry to you during the recruiting/hiring process?
The promise of always being busy, travel opportunities and challenges to help take the company and brand to a new level in the U.S. I have always been someone who needs to be busy and have ongoing projects. There is a lot of work that needs to be done and there are continuous challenges that we face in the industry, from a brand standpoint to matters outside of our control, such as the environment, government, etc. I knew I would have plenty to learn and could bring quite a bit to our team with my background, so it was an easy sell.
Other interests: Born and raised in Akron, Erin enjoys taking advantage of the summer weather and spending time with her family and German Shepherd.