How did you get your start in the industry/how did you become a specialist in education marketing?

Paula: My first job in media was in 2006. I ran in to a friend at a Times Union Job fair! This area has so many colleges, private schools, and continuing educational programs that are ever evolving throughout the year.

Describe the clients you’re working with or projects you’re working on now.

Paula: I currently work with private schools, public colleges and tutoring centers. I also handle other clients as New York State determined how to make sure that students, teachers, professors, and administrators were working safely.

What attributes do you believe someone needs to have in order to be successful in this field?

Paula: Staying on top of new industry insights. Engaging different perspectives from all levels is important. Understanding best campaign practices and the individual needs of each business partner.

As an Education Strategic Account Executive, how do you keep up with new trends and academic changes in the education realm?

Paula: Having real conversations with teachers, staff, and students provides insight to the front lines of education. Social media, trade publications and our own internal data resources help guide solutions that work best for my clients.    

What brands inspire you? Why do you think their campaigns are effective?

Paula: Verizon. They have been a leader in their own space for several decades. The technology space needs to be innovative, adaptable, progressive, and highly competitive at all times. I have repeatedly said “can you hear me now?” in real conversations with my friends. Any brand that creates campaigns that relate to their target audience is successful.

What is the most important career advice you have received?

Paula: “It’s not what you say it’s how you say it.”

What would you consider your most creative work in this field?

Paula: I plan, brainstorm, recommend, execute, evaluate, and recommend again. Our Art, Marketing and Data Departments do the leg work behind the curtain.

Just for fun – If you were an ice cream flavor, which flavor would you be and why?

Paula: Crumbs Along the Mohawk. It has a great name. It is delicious. It is sold in Stewart’s which is a frequent stop for most Capital Region natives.

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