Reflecting on My Over 20-Year Marketing Journey: All I Know So Far

As I embark upon over 20 years in the field of marketing, I can't help but take a moment to reflect on the incredible transformations that have occurred within the industry. When I first began my career, social media was virtually non-existent, digital marketing was in its infancy, and Google Images had yet to make its debut. I want to share my experiences and insights on how traditional marketing methods seamlessly transitioned into the digital era and explore the exciting prospects that lie ahead…. And invite you to join me on this great marketing digital revolution.

Marketing Management Education & Early Career

My journey in marketing began at Grove City College, where I acquired a strong foundation in marketing management. I still remember the class with Dr. Scott K. Powell, D.B.A. where he defined marketing as, “Finding out what people want, and getting it to them.” Armed with this knowledge, I embarked on an internship at Butler Eagle, where I quickly grasped the importance of top-of-mind awareness and the art of creative thinking. Through aligning my advertisers with their customers, I developed a college coupon book (which I still have to this day) and learned the value of connecting with target audiences in meaningful ways.

Sales Experience and MBA

Seeking to broaden my skill set, I transitioned into sales and eventually pursued an MBA at University of Pittsburgh Katz Graduate School of Business. This experience not only enhanced my business acumen but also provided me with a deep understanding of the customer mindset and the power of effective communication.

GNC and the Pursuit of Differentiation

Joining the renowned GNC, I discovered my passion for product development and consumer psychology. Managing the Pro Performance line, I leveraged customer data to create innovative products that resonated with our target market. Furthermore, my tenure at GNC reinforced the importance of a strong work ethic and the drive to differentiate ourselves from our competitors. I was at GNC during the launch of their e-commerce site and started to see how the internet was changing everything. I truly thank Brian Cavanaugh, Tim Bentley and June Tantalo for the great foundation for my career.

Navigating the Digital Transformation

Recognizing the evolving landscape, my focus shifted towards digital marketing. This transition allowed me to collaborate with sales departments, assisting them in marketing and selling products globally. My international experiences broadened my perspective, provided invaluable insights into global marketing strategies, and I personally gained meaningful connections that I still value today.

Simio: A Journey to Leadership

When I joined Simio Software, my journey took an exciting turn. I had the opportunity to join and to collaborate with the rest of the management team at Simio (Dennis Pegden, David Sturrock, Richard Ritchie, Shelly Barber, Gerrit Zaayman, Renee Thiesing, Anthony Innamorato, Chris Hobson and eventually Howard Coltin). As the Vice President of Marketing, I was given the opportunity to dedicate my efforts to creating a comprehensive digital-first marketing strategy for the company. I took on the responsibility of initiating lead-driven campaigns, which aimed to generate high-quality leads for sales teams. Additionally, I founded Simio Sync, an annual event that brought together industry professionals to discuss latest trends and advancements in digital twins and simulation software. This event not only showcased Simio's expertise, but also allowed us to connect with our customers on a deeper level.

One of my proudest achievements at Simio was building the Simio brand. Through targeted marketing campaigns and strategic partnerships, I was able to position Simio as a leader in the simulation and scheduling software industry. I worked closely with the product and sales teams to ensure that our messaging was consistent and effective, ultimately driving business growth.

Another significant accomplishment during my time at Simio was establishing the world's largest student simulation competition. Recognizing the importance of nurturing young talent, I grew a competition that challenged students to apply their knowledge of simulation software to real-world scenarios. This not only allowed us to engage with the next generation of professionals, but also showcased Simio as a company committed to innovation and education.

Through these experiences, I learned the value of connecting with individuals, even in a B2B environment. While it may be easy to focus solely on the business aspect, I realized that at the core of any successful business is people. Understanding their needs, motivations, and desires is essential in driving business decisions. Building relationships and establishing trust with customers and partners is crucial for long-term success. My time at Simio taught me the importance of human connection and its impact on business outcomes.

TROY Group: Redefining Marketing, One Step at a Time:

I now have the privilege of leading the marketing efforts at TROY Group, Inc., and it fills me with immense excitement to be a part of reshaping and redefining marketing in the digital era. With the invaluable support and collaboration of Ari Mellon and an exceptional management team, we have embarked on a mission to completely transform TROY's marketing strategy. Our primary focus is to embrace a digital-first mindset and seamlessly incorporate the latest, most innovative technologies into our approach. This will allow us to establish unprecedented connections with our target audience. Through our unwavering dedication, we aspire not only to revolutionize how we reach our customers but also to redefine our engagement with them. By breaking traditional barriers and adopting innovative techniques, we aim to unlock unparalleled success and growth for TROY Group in this digitally driven landscape.

Final Thoughts

As I continue to evolve in my current role, I am thrilled to extend an invitation for others to join me on this exciting journey. The world of marketing is ever-changing and staying ahead of these shifts is essential. Through my over 20 years in the industry, I have witnessed the power of adaptation and embracing innovation. I am confident that by staying open-minded, continuously learning, and leveraging the dynamic tools at our disposal, we can shape the future of marketing together. Join our great TROY Marketing team! Email me at ehoward@troygroup.com or message me on LinkedIn today!