In the dynamic landscape of modern business, the journey towards a fulfilling career often takes unexpected turns. With a career that began in Accounting and has led to Director of Marketing for a team of diverse and humble talent, Mike shares how his winding path led him to his role as an instrumental figure within Mazzella Companies’ thriving Marketing department.
What led you to a career in Marketing?
In the mid-eighties, Mike was going to college for accounting which led to a part time summer job in the mailroom at a major Accounting firm. It was during this period in history that a ban on Professional Services Firms like Accountants, Lawyers, and Doctors, advertising was lifted, which opened up opportunities for Mike who had been only casually spending time in the Communication department on his floor. “They asked me about starting a trade show program, which I knew nothing about at the time, but they trusted me to do it and so from there I started doing special events and trade shows.”
What led you to Mazzella Companies?
After 10 years of working on the Accounting firms’ trade shows and events, Mike felt ready for a change. “At the time my brother-in-law and brother were employed with Mazzella Companies, who at that point was Mazzella Wire Rope & Sling Company, and after interviewing with them, I started on as an Inside Sales Specialist. I still think it’s a great start for anyone here. It’s a practical way to learn the products and services we offer.”
Related: Inside Sales vs. Outside Sales: Understanding the Four Fundamental Differences
How has your role changed over time?
When Mike started, the whole company consisted of less than 100 team members in three locations – a far cry from the current 1000+ team members in 35+ locations. When Mazzella Companies began to grow, it was then that Mike got his shot at using his Marketing skills, if only part time. “I started helping out with some special event planning but also spent a year in Canton as a Branch Manager, did purchasing, and inspection coordination.”
The project that turned Mike’s part-time marketing gig into a full-time career was an acquisition in 2011, which was a pivotal point for the company and team. “We had to decide if we wanted to bring in an in-house marketing team or outsource work for a catalog revamp. That was December of 2011, and we hired Pat Driscoll, now Brand Marketing Manager, as our first full-time marketing person. Since then, we’ve insourced all of our marketing.”
Humble beginnings on a three-person Marketing team to managing a now almost 20-member team across the nation has largely been due to incorporating Marcus Sheridan’s They Ask You Answer into their marketing approach.
Applying this method led to a natural expansion of the team, as Video Producers and Content Writers were needed, along with Graphic Designers and a Digital Marketing Specialist. This approach also grew an Internal Communications team that Mike manages, tying back to Mazzella Companies’ goal to overcommunicate for clarity.
What professional development has Mazzella Companies offered you to be successful?
When it comes to professional development, Mike has had several opportunities over the years to enhance and elevate his existing skills. When he first started at Mazzella Companies, there wasn’t any official Lifelong Learning team like there is now, but the core value of being a lifelong learner was still encouraged through educational programs and reward point programs.
With years of industry events, conferences, and seminars under his belt, Mike says that one of the most impactful seminars he’s attended was an Emerging Leaders program. “That program has really been a lightning rod for me and helped with how I manage the team and even how I think about myself. It’s given me a lot more confidence.”
Related: How Can I Advance My Career at Mazzella Companies?
How would you describe the overall role and function of the Marketing department within Mazzella Companies?
Mike shared that there are two parts to the role and function of the Marketing department, as it exists today. The first is external facing with websites, video and blog content, and social media for all of the three business units. The content these teams put out aims to answer customer questions before they even approach one of the Mazzella Companies’ Sales team members.
The second function is a newer aspect of the Marketing department, with a specific emphasis on internal communications and recruitment efforts. This involves the creation of articles and videos intended to educate existing team members about insurance benefits, safety protocols, and upcoming events. Additionally, these materials serve to introduce potential team members to the company’s values and operations even before they apply. “The larger we get, the more we have to communicate. Video and writing go a long way for company communications.”
How do you ensure effective communication and coordination within the Marketing team?
The team has a weekly Marketing team meeting every Monday, following Patrick Lencioni’s healthy organization model and the Table Group meeting advantage format. These weekly meetings are set up and organized in a way that helps the team define quarterly objectives, discuss roadblocks keeping them from moving a project forward, and bring up other topics that the team needs to address.
In addition to the weekly strategical meeting with the Marketing Leadership team, the team meets every morning to check in and talk about what their day and if they have any challenges or obstacles will look like, as well as weekly internal, video, and design team meetings. Whether it’s over Teams, Zoom, or in person, these meetings help team members communicate problems, share successes, and keep other teammates apprised of any travel or important meetings on their calendars. “As the team grows and some of our members are located outside of Cleveland – communications and regular check-ins have become very important.”
How do you foster creativity and innovation within the Marketing team?
Leading a group of lifelong learners has helped Mike in his role as thought leader on the Marketing team. “Whether it’s through different associations, marketing forums, or industry events, the team is always researching what the latest trends are to make sure our work is fresh and innovative.”
What tools and technologies do you feel are essential for a modern Marketing team to succeed?
HubSpot is at the top of Mike’s list of necessary, modern, marketing tools. “Every web lead, every piece of communication that comes through our websites – those are the lifeblood of what we use day-to-day.”
Aside from HubSpot, the team uses the software WordPress as their website platform and the Adobe Creative Suite for editing and design. Other digital programs like Zoom, Teams, and Outlook all help the team stay connected and up to date on one another’s schedules, which is key to projects gaining momentum instead of losing it.
What is a challenge facing the Marketing team today?
The biggest challenge facing the Marketing team today is finding not only talented people to onboard, but talented people who fit into Mazzella Companies’ core values. “I’m not going to just hire somebody to fill a chair. They’ve got to meet the company’s and the Marketing team’s core values. We’re always looking for lifelong learners, and humble, hungry, smart people who behave safe. We always want to be sure they’ll fit into the team. It’s all about the name on the front of the jersey.”
One of the ways the team is meeting this challenge is not only through making hiring and onboarding a team experience, but also considering candidates and existing team members’ strengths using The Working Genius assessment. Aimed at helping people understand what brings them joy at work, it also helps to create balance and efficiencies on a team.
It’s All About The Name on the Front of the Jersey
As Mazzella Companies continues to navigate the ever-evolving currents of the business world, Mike’s indelible mark and dedication echo a resounding reminder that success is not merely an individual pursuit, but a symphony of collective efforts. A true reflection of the name proudly emblazoned on the front of the jersey and embodiment of a united vision.
