Amy Weisenbach has made a career of marketing to men -- be it Axe body spray, deodorant and hair care, or tequila brands such as Sauza, Hornitos and Tres Generaciones.
Earlier this year, Ms. Weisenbach went to work starting a brand virtually from scratch as VP-marketing of Trunk Club, which caters to upscale professional men who feel pressure to look good in casual-dress workplaces but loathe shopping. Stylists work with the men to find sizes and preferences, then send trunks with preselected wardrobes.
When approached about the job, Ms. Weisenbach realized she knew little about fashion, "but I did know men and how to make men feel and look good and the psychology of brands that play into that ," she said. Backed by $11 million in venture financing, she's starting mainly with search, social and online display advertising and publicity as Trunk Club looks to scale no faster than it can find and train stylists. The club has 10,000 members and hopes to reach 25,000 by year end.
Ms. Weisenbach worked on a nonprofit for youths before attending Harvard Business School and entering a marketing internship for Gillette's Duracell. She became associate brand manager on Axe in 2004, which she describes as "arguably one of the best marketing jobs in the country" before joining Beam to work on tequila in 2009.
What's your favorite book?
I've never read a book more than once other than the ones 4-year-olds request every night. The most interesting thing I've read recently is Stephen King's "11/23/63."
If I weren't doing this job, I'd be ...
Something creative. Probably specifically, I'd be a competitive chef.
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