On a roll: Joyce Minkoff

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Joyce Minkoff, 35, has spent 12 years at New Balance Athletic Shoe Co., Boston, as the company's sales have surged from $200 million to more than $1 billion. As senior marketing promotions manager, Ms. Minkoff oversees New Balance's biggest sponsorships, including its role as national sponsor of the 110-event Race for the Cure series, which draws more than 1 million participants annually.

Edge: Long-term relationships with grass-roots events giving us authenticity with everyday athletes. We don't believe in celebrity endorsements.

Insight: Runners, doctors, podiatrists and chiropractors who recommend our line of versatile-width shoes have given us an authority unmatched by other shoe marketers.

Strategy: Mobile marketing has become very important in spreading our brand message. Our community marketing efforts, through Student Advantage, Boston, go nationwide, almost year-round.

Tip: Stay lean and mean. Use grass-roots marketing to interact with customers and retailers, who are crucial in the equation. Have a big presence at events you sponsor. Don't just slap on your logo and leave.

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