You have an impressive career history, with more than 15 years’ experience in marketing and business management. How did it all start? How did it lead you to your leadership position at Anthem Worldwide?

I have an undergraduate business degree from the University of Virginia’s McIntire School [of Commerce], and it was a great place to get an education and build real-world skills. It was the marketing club there that first sparked my interest in the space, and then I had my hand in it ever since in one way or another.

From my experience in CPG (consumer packaged goods) at Clorox to building a brand from the ground up at a start-up, I realized my passion centered around strategic brand building. Being able to focus my energy in this space every day is what brought me to Anthem.

What was your first paying job? Any retail store experience to share?

My first paying job was actually in a retail establishment — a local restaurant. I also worked as a salesperson at The Gap. I remember my first big sale at The Gap – that was a high! It was fun to learn how to work with shoppers, identify their needs and then see how you could solve that need with the merchandise at hand.

When we’ve asked executives about an important skill they’ve learned and used on their climb up the career ladder, many say, “Hire people who are smarter and better than you.” Do you agree? What are some other traits you see as important for success?

Yes, I would agree with that statement. You want to hire the best people possible to be on your team and then support them to do what you hired them to do. Other critical skills I’d advocate: be passionate; be proactive — providing solutions, not problems; take ownership, holding to your commitments; and be willing to work hard.

What advice can you share with students and young professionals on how to advance in a marketing role?

In today’s marketplace, there are a few tenets I’d suggest students focus on:

1. Get close to consumers — that means talking to them directly
2. Understand them as shoppers, what motivates them to purchase
3. Be a good listener, be empathetic
4. Be where your consumers are, know the mediums they use and influence
5. Last, but not least, really love your brand!

Have you had any mentors or influential colleagues during your career? If so, can you share why they played such great roles?

The people I remember most are those who were my best supporters, which sounds obvious, I realize. But what I mean by that is they saw me for who I was and honored my talents. That is a tremendous gift.

There was a colleague in my early career who championed me with a senior leader to help get me established on his team and in a position to have significant impact in my first role out of college. It was a boss who understood the passion I bring to my work. I’ve also had two periods in my career where I worked closely with a peer set. I value those two experiences tremendously. We continue to act as mentors to each other as we continue to progress in our careers.

To find out what’s currently inspiring Kathy Oneto, what’s on her reading list, and how she thinks brand marketing will change in the future, read the full NRF STORES interview.

Name: Marvena Edmond

University: Tuck School of Business at Dartmouth

Graduation Year: 2010

Degree: MBA

Why did you attend NRF’s BIG Show?

While my professional background has been primarily in the financial services industry, I have developed a keen interest for the retail industry along the way. When I heard about the NRF BIG Show, I immediately thought it would be a great opportunity to learn more about the professional services that are important to the retail industry.

What was your favorite Super Session and why?

The new luxury paradigm – I’m particularly interested in the luxury goods market. The speakers detailed the trends they foresee in the space while presenting their thoughts on successful strategies to be a leader.

What was the most exciting thing you saw or learned?

EuroShop Retail Design Awards at the Design Studio. The architectural designs of the winners were absolutely mind blowing, WOW describes it all!

What other fun things did you do while in New York City?

I love New York, I took the time to have dinner with friends that I hadn’t seen in awhile.

What’s your dream retail job?

In the long term, I would love to be considered for a CFO role at a leading specialty retail company.

Check out other student profiles from the University of Wisconsin-Madison, the University of Arizona and the University of Michigan.

This was my first day EVER in New York City. I came with the University of Arizona’s NYC Study Tour and according to my itinerary, this was the only day I had to explore. We had a jam packed week ahead of us filled with super sessions, networking opportunities, and sponsored dinners.  Of course, I hadnn’t had any sleep the day before my flight (because I was so excited!), and didn’t sleep on the plane. Let’s just say coffee became my best friend again.

Under my motto of “sleep when you die” I thought it was the best decision to drop my bags at my hotel and explore the city as much as possible. That I did. I saw Times Square (very touristy), slightly overrated, but something I needed to check off my list. Then explored a little of Chelsea, experienced the Subway, caught a taxi (on my own!) and passed out knowing that the week of a lifetime was about to begin once I woke up.

Day 2

The first day of the convention was slightly overwhelming, especially being a measly college student in the world of REAL retailers. I attended the Power of Retail Design session which was very interesting because it is an area of study I want to go into after college. It was interesting to hear about the subjects we learned about at school being discussed as real ideas and projects to be implemented into stores. For instance, they spoke about brand imaging, and how to reach the international market.

I also attended David Wolf’s give his presentation on “A New Fashion Perspective.” Can I just say that he is amazing?! I completely agreed with his ideas about rethinking trends. It was so unbelievably refreshing to hear someone speak out against new trends and fashion shows unlike the teen bloggers today that pretentiously gawk over every new fashion line they see. Finally, someone who has credibility to speak about fashion!!  Wolf predicted fashion will have a new emphasis in fabric manipulations, pastel colors, rustic fabrics, and flower prints. It will be interesting to see what happens to fashion in the coming years. So pretty much, I loved his presentation.

Day 3

The U of A Study Tour and I pretty much got to walk to Expo floor and see all the booths. It was a great opportunity to network and get to know retailers and presenting companies. It was interesting, though, because people either thought we were high-schoolers, or other retailers. Obviously, they didn’t read our badges. Some people would approach us and be like “oh the University of Arizona…” and some would mention they didn’t realize that college students attended the convention.  Despite some puzzled looks we got, I still thought it was a great experience for us to meet people who could potentially hire us one day. By the way, I loved the Design Studio. If I come again next year, I will spend all my time there instead.

Day 4

LOVED!! the supper session “The New Luxury Paradigm” with designer Tory Burch and CEO of Saks Steve Sadove. They spoke about surviving the recession and adapting to the new environment to remain successful. It was reassuring to hear that retailer’s have a plan B for their company. This then brings potential to us college students to find a job out of college. Likewise, the feeling of satisfaction spreads to the consumers who get to see their favorite stores still open while the economy takes a turn. I found it funny that there are probably so many consumers who don’t even realize the behind-the-scenes of retail companies, and there I was exposed to it all. The luncheon we attended was phenomenal to be a part of. I was surrounded by some of the most powerful people in the retail world! And I got to meet Terry J. Lundgren…the namesake of our retail school!  Very many 20 year olds can tell people that they did what we did.

Day 5

The saddest day of the trip…we left for Tucson. Flying home made me realize the life changing opportunity I was a part of. It was totally worth missing the first day of school for, totally worth not sleeping all week for and totally worth all the money I worked hard for to attend. I was so incredibly grateful for the opportunities I was given through this trip and the NRF convention itself. The sessions and networking made me realize that I made a great decision to become a Retail and Consumer Sciences major.

Stephanie is a student at the University of Arizona, one of the Foundation’s college partners.