Marcus Minifee was of interest to me for a spotlight, primarily because he represents the thousands of African Americans across the country who are doing big things with their companies. He's not an entrepeneur, but he has achieved an admirable degree of professional success. While he is a highly successful executive in his own right, he is a reflection of the struggles and triumphs of millions of black folks seeking to navigate the complexities of corporate America. It is due to his push for personal success that Marcus Minifee is today's Dr. Boyce Watkins Spotlight on AOL Black Voices:
What is your name, and what do you do?
My name is Marcus Minifee. I am the National Account Marketing Manager for adidas America based in NYC. I develop and implement integrated marketing campaigns for key national and regional accounts, including consumer promotions, in-store events and visual merchandising.
What is your educational and professional background?
I'm born and raised on the South Side of Chicago. I attended Bradley University in Peoria, IL where I received a BA degree in psychology and a minor in Spanish. I later attended the University of Illinois at Urbana-Champaign where I received a MS in sport management and sport psychology. I have 15+ years of sales and marketing experience with the Chicago Bulls, Kraft Foods, Pepsi-Cola North America, and adidas America.
You have a very diverse and extensive marketing background working with businesses ranging from Kraft Foods to the Chicago Bulls. Are there core marketing strategies that never change no matter who or what you are promoting? Please share with entrepreneurs what one key is to promoting their business.
I have had the good fortune to work in marketing with some great brands and companies. Marketing principles remain the same no matter what business you're in, but communication vehicles and tactics sometimes change depending on what company and consumer you are trying to reach. My advice to everyone is to "KNOW YOUR CONSUMER." Base all sales and marketing programs on a strong foundation of consumer insight.
What is the biggest challenge you have ever encountered in your 15 years of marketing experience? How did you overcome it, and could anything have been done to avoid it?
While at Pepsi-Cola North America, I was a part of a 3,300+ person company-wide corporate downsizing. This, along with the death of my Mother in the same month, was by far the hardest thing I ever had to deal with in my personal and professional career. I developed a strategy and plan of attack for my next career move. Figure out what you want to do, what companies you want to work for, and reach out to people that can help you achieve those objectives. I never truly realized the true power of networking until I started my job search from Pepsi to adidas America. Some lay-offs are totally unavoidable, but do all you can to make yourself as indispensable as possible. The more value you add to your team and company....the more difficult it will be for them to consider letting you go.
Among other various networks that you are a part of, you are a member of the Black Alumni Network of University of Illinois at Urbana and The Alumni of Bradley University. Do you feel that it is beneficial for people already established in the workforce to stay active with alumni organizations, and if so, why?
It's definitely important to stay connected and never forget where you come. It's our responsibility to forge a path as best we can and bring as many people with us as possible.
Do you have any advice for aspiring young African Americans who wish to follow in your footsteps?
My advice would be to take a step back and create a clear objective and strategy for your career. Gain as much experience as possible, no matter how big or small. The 3 month internship you take in your industry of choice could put you directly in front of the hiring manager that will propel your career down the road. Work hard and sell "YOUR" brand as much as possible in a tactful, personable way.
Is there anything else you'd like to share with our AOL Black Voices audience?
I truly appreciate the opportunity to share some of my background with Dr. Boyce Watkins, it is truly an honor. Good luck to everyone in all future endeavors, and God Bless.
Dr. Boyce Watkins is the founder of the Your Black World Coalition and the author of the bookBlack American Money To have Dr. Boyce commentary delivered to your email, please click here. To suggest a subject for a Dr. Boyce Watkins Spotlight, please click here. To follow Dr. Boyce on Facebook, please click here.