SBJ/October 10-16, 2011/Game Changers

Game Changers: Amy Erschen

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TOM HUSSEY / HUSSEY PHOTOGRAPHY
Erschen draws daily creative inspiration from a painting
that her children did for her.
Amy Erschen
The Marketing Arm
Senior Vice President

Amy Erschen joined The Marketing Arm as a senior vice president in 2003 and since then has helped increase the company’s sports marketing opportunities in the Olympics, NBA, NFL, NASCAR and NCAA. Most recently, Erschen has worked on State Farm and MLB’s “Go To Bat” campaign, which offers participants a chance to win a trip to the 2011 World Series and a donation from State Farm for one of 40 charities. Erschen said she enjoys working with clients like State Farm and Frito-Lay because they are brands she feels “make a difference in people’s lives [and] a true impact on the community.”

Especially in today’s challenging economic climate, having community service in mind — along with an overall consideration for her clients’ needs — has been key to Erschen’s sustained success.

“The connection between a sports property and a brand … it’s got to be more authentic and honest nowadays than ever before,” Erschen said. “It has to really seem natural so the consumers don’t think it’s an indulgence and that the brands aren’t being wise with their spend.”

— Katherine Zdrojeski
  • What is the best advice you’ve ever received?: “You can catch more bees with honey than vinegar.” My mom was right: Whether selling an idea or just getting through the day, it’s easier, it’s effective and it’s more fun if you can do it with a smile. 
  • In 10 words or less, how would you describe your management style?: A coach who wants to see her entire team succeed. 
  • Person who had the biggest influence on your career in sports: My dad. He coached my youth teams for 10 years, and that example taught me how to lead a team with the right balance of heart, passion and determination. He also encouraged me to pursue a marketing degree.
  • Woman in sports business you’d most like to meet: Kathy Carter, president of Soccer United Marketing. She combined two passions of mine and is helping to grow the sport and the impact women can make in the industry.
  • The biggest challenge I face working in the sports business is …: Not spending too much time watching ESPN when I should be helping my kids with homework.
  • If I had to do it all over again, I would …: Laugh a little more and not take it all too seriously.

WHAT OTHERS ARE SAYING

“Amy’s success is a testament to her hybrid approach of account service strategy and sensibility with creative vision and desire to create new solutions.”

  • Todd Fischer, manager of national sponsorships, State Farm
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