Around 17 years ago, I’d left my second start-up in three years. I was at a career crossroads, not sure of my next move. Up to that point, I’d worked on the provider side and didn’t want to stay there; if I took another full-time job, I wanted to work brand-side or for a big agency. But again, the job market wasn’t great – the first dotcom boom had busted – so I decided to hang out my shingle and try consulting. I simultaneously pursued brand-side jobs and consulting gigs, and self-employment won.
The business name Synchronicity Marketing dawned on me as the new millennium unfolded, and I noticed how quickly digital communication channels were emerging. First text (SMS), then YouTube, then social media, then smartphones became part of everyday life. Email was a logical connector to them all and a perfect bridge between online and offline traditional channels like catalogs, direct mail, and print. So as I thought more about my sweet spot, it became clear I could help companies create synchronicity between the proliferating mass of marketing channels and integrate them to develop a whole more significant than the sum of its parts, as well as synchronize data and technology for more insightful marketing.
Synchronicity Marketing is shaping the email marketing world by evangelizing the need for and importance of strategy before execution. Digital marketing has more channels than ever (and is still expanding!). Yet, email is a tried and true performer and producer of eCommerce, so having a solid strategy is critical to economic success.
As a thought leader in the field, I also serve as the volunteer Vice-Chair of the Board for the Email Experience Council (EEC). The EEC is the premier organization for email marketing professionals. Our mission is to be the voice of the email marketing community and the source of knowledge and expertise for new entrants and seasoned practitioners.