On the Rise: Erin Edminister
Assistant Marketing Manager | BKT USA Inc. | Age: 27
What was your first job in the industry?
My first position in the tire industry was marketing coordinator for BKT USA, Inc. I was hired in to assist with marketing functions in the United States.
What attracted you to the industry?
My previous experience was advertising with an OEM which sparked my interest in an agriculture-focused field. When I started with the company the agriculture side of the business was my focus.
What’s the biggest challenge you’ve faced in your career?
Acceptance of someone so young and in such an advanced career position.
Who has had the biggest influence on your career?
Minoo Mehta and Brian Robinson have had the greatest impact on my career. Since joining BKT they have helped me grow into the person I have become, learning not only about the tire industry, but several segments. Beyond industry knowledge my abilities in terms of marketing and sales have also grown exponentially.
What is your biggest accomplishment in the industry?
Successfully implementing multiple strategies for sponsorships and trade shows, including shows such as SEMA, MINEXPO and CONEXPO.
Tell us about your current job and responsibilities. How do you spend your work day?
One of my favorite parts of my job is that every day is different and has its own unique set of challenges. This time of year, I am focused on our tradeshows, such as the SEMA Show, and developing the U.S. media plan for 2018. The day can include social media, advertising, sponsorships, point-of-sale distribution and customer communications. In a given day I can also be working with our offices in Italy and India. The constant activity and surprises along the way keep me on my toes and create excitement every day.
What do you expect to be doing 20 years from now?
Twenty years from now I hope to be a marketing director, leading and working with a team of skilled individuals to make a difference in our industry. I am hopeful to be traveling to new places and further learning about business all over the world. My goal is to continuously work my way up, learning as much as I can about all aspects of the business to eventually leave a lasting impact.
What’s the biggest issue facing the industry today?
The ever-changing demands of our consumers and the jobsites. Sales and marketing in general are evolving at an increasing pace. New demands, techniques and advancements in technology make this a cutting-edge industry and to succeed you always need to be a few steps ahead of your competitors.
What’s the one thing you wish someone would have told you before you entered the industry?
The industry is cutting edge, with a lot of technology involved. Previously I always thought tires were basic, I wish someone had told me the level of complexity that I never anticipated with tire.
What’s the worst cliché or generalization made about your generation?
That we all feel entitled and are lazy.
Tell us about your family.
I grew up very close to both of my parents and they have had an incredible impact on my life. The dedication and passion that I have for my work is a direct result of the example they set for me. I was taught to always do my best, if I can’t be proud of what I am doing, there is no point in doing it. My siblings were just as inspired by their guidance and as I was the youngest I was able to watch them grow into the respectable, dedicated people that they are as well.
What’s your favorite weekend activity?
During the warmer months, anything outdoors. I am an avid reader, constantly looking for ways to improve my knowledge and skill set.
What keeps you up at night?
I am a classic over thinker…so there is always something that could keep me awake at night. I have always fully invested myself in the things that I do, so if there is something happening at work or with family or friends, I will spend my time considering solutions or looking forward to what lies ahead.
How do you encourage others to enter the industry?
I encourage others just by describing what I have going on at work. The excitement I have about what I am involved in is contagious. Every travel experience, new person I meet or topic I learn about. In this role, I am constantly learning about marketing advancements and industry activities. The learning never stops between the business and products I am exposed to.
What’s your guilty pleasure?
Eating ice cream under a blanket on the couch, watching reruns of Law & Order.
Name a talent you wish you had.
I have always wished I could sing or dance.
What’s your favorite food?
This is an impossible question, I am known for being an appreciator of food, whether it is a pizza, a hamburger or a fine dining experience.
If you could have dinner with anyone, living or dead, who would it be?
My grandmother recently passed. If I could I would love to sit down to dinner with my grandma and grandpa.
What’s your favorite childhood memory?
Growing up both sides of my family all lived very close to one another so I was able to truly grow up with my cousins. I have countless memories of family dinners, playing baseball in my grandparents’ front yard or running around in the basement during the colder months. Family is the most important thing and the time we spent together will be something I treasure forever. We so rarely truly communicate with one another these days. Those interactions with my family spurred my interest in marketing as it is a communications business.
If we took your cell phone away and said it would cost you $1,000 to get it back, how long would you survive until you paid the ransom?
I haven’t been without my phone since I was 16, unless you count flying times. Since I am a pretty frugal person I think I could go about a month before I had to cave in.
Other than your cell phone, what’s a tool you must have to get through a work day?
My laptop. When I am working out of the office I have two desktop monitors set up and work with three screens. It is at the point where it is hard to even work with just a laptop!