On Monday night, Syracuse University students had a chance to listen and learn from one of the best in the marketing business.

Jeff Connors, the director of global marketing for the Adidas group who oversees the Rockport brand and graduated from SU in 1998, spoke to students interested in marketing careers in the Hall of Languages at 8 p.m.

Upon graduating, Connors, who was a ski instructor during his time at SU, and a few friends moved to Winter Park, Colo., and tried to find work while spending time skiing and snowboarding. It was in a ski store in Winter Park where Connors found his passion for marketing.

“What I loved about the ski shop was working with the brands, working with the people and working with the product,” Connors said.

Connors moved back to Syracuse with hopes of owning his own ski and bike shop. He then moved to J. Crew for more experience.

Soon after, Connors was offered a job at the Guess Jeans store at the then-named Carousel Mall. He originally denied the offer, claiming he didn’t know anything about fashion, but Connors eventually took the job because of the freedom the company promised.

“What was really interesting about them is they gave you total control of your store,” Connors explained. “They let you do the buy-ins, the merchandising, the hiring. I knew it would really help me learn how to run my own store.”

Within a few years, Connors had turned around a Guess store that was making negative profits and had trouble with theft into one making nearly a million dollars annually.

After working to complete his MBA, Connors got a job with Reebok with the Rockport brand as an associate marketing manager. He worked his way up through the company to become the director of global marketing, managing digital e-commerce, trade marketing, social media and brand campaigns.

Connors told attentive students his predictions for the world of marketing to come, and how to become successful in the field.

“Screens are the future of marketing,” Connors said. “People ask, ‘Who’s going to win the war, television or computer?’ Well, it’s neither. Phones are the future of marketing.”

Connors advised students that advertisers who learn how to effectively interest consumers on their phones are in for large payrolls later in life.

Another change in the marketing world Connors foresees is the selling of experiences, rather than just products and services.

“You want to be emotionally attached and part of something,” Connors said.

He continued to say that if a brand can create a community feel, it can be successful. He spoke of consumers helping to create the brand’s image, creating a win-win situation for marketers. They are told directly what their consumers want while maintaining a positive image.

Connors said relationships with bosses are paramount as well.

“Your boss is looking for you to help him. Figure out how you can make their life easier and they’ll be appreciative beyond belief,” he said.

Connors also gave advice to students preparing to start their careers.

Connors claimed students following his advice would find themselves in the workforce soon – maybe even in the ski shop Connors still dreams of.

Said Connors: “Who cares about your job description? If you want to get ahead, figure out what other value you can bring to your company. Figure out where else you’re needed.”

Published on February 13, 2013 at 12:49 am

Contact Vincent: vtloncto@syr.edu