Lea-Ann W. Berst shares why she chose a career in Marketing
Q&A with L-A — Why Marketing?
Sleddogg Marketing’s Founder and Principal Consultant, Lea-Ann W. Berst, sat down with us to share her thoughts and real-life experiences.
Did you always know you wanted a career in Marketing?
A: I was exposed to Marketing when I worked at Champion Products in the 1980’s. I was asked to be part of a Kodak film/football jersey consumer promotion. At the time I worked in the product side of things…but after working with the sales and marketing teams, I was hooked and the rest is history!
What do you like best about being a Marketing consultant?
A: When I decided to leave corporate and venture into the world of consulting I faced many challenges. I walked away from my job thinking I knew a lot about strategic marketing and could help smaller and resource-taxed businesses achieve great things. I was right, but I ran into obstacles that made me realize I needed to learn how to better communicate. I had to learn how to teach as I consulted. I also had to learn how to be more shoe-string and gorilla-ish than I ever imagined!
I soon figured it out. Helping businesses change their direction and set themselves apart is my absolute favorite reason to do what I do. It is very rewarding. Many organizations don’t have the experience or the know-how to develop solutions that will attract customers and keep them coming back again and again. I take great pride in teaching my clients these skills and empowering them to develop and execute plans that utilize their existing organizational strengths.
Oh, my second favorite reason for being a consultant: I get to spend more time with my family! My daughter lives and works 3000 miles away. I am happy to have the freedom to visit her or travel with her whenever I want! (See picture of the two during a recent trip to Monterrey, California.)
What accomplishment are you most proud of this year?
A: Recognizing the fact that I have been in business for for well over 10 years now! In 2001, I resigned from a corporate brand management job to take time to reflect. I had spent 15+ years in a career that was consuming and, to be honest – exhausting. I planned to take a year off but during that time businesses started closing their doors or downsizing. With my extensive experience in brand management and product marketing, I found myself receiving phone calls for help. I decided to start a company that empowers businesses to not only stay in business, but to thrive and grow. Through the years I have worked with organizations who want to take their business into new directions – ranging in the fields of technology, e-learning, retail, events management, health & wellness, Olympic, sustainability, and college preparatory schools. It’s been very rewarding!
Describe a memorable highlight of your corporate career!
A: Working in corporate allowed me to grow my skill-sets and learn valuable lessons that I use today. I have had many great and fulfilling experiences while employed in the corporate environment, but there is one type of experience that stands-out are. While at IBM, I seemed to be tapped to manage IBM first’s… leading the product definition and go-to-market efforts for IBM’s first sub-$1000 consumer PC as well as IBM’s first branded kiosk. The kiosk showcased on the Today Show as “technology of the future” in the Super-Market Guru® segment. I also marketed IBM’s first cash register that could surf the Internet! I had a lot of fun showing customers the possibilities of Internet-enabled technology at checkout.
These efforts included traveling the world conducting market research, defining the right product at a competitive price point, and developing and executing the go-to-market strategy. Intense responsibilities but I loved every minute!
How did you come up with the name “Sleddogg”?
A: Consulting is all about leading your client in a direction they need to go. I do just that at Sleddogg. The name just seemed right…and memorable…and catchy!