Meet Our New Executive Director, Marla Schrager

Marla Schrager officially joined the BMA Chicago Chapter as executive director on Nov. 15, 2007. She has been a BMA member since 2004, a director for three years and chair of the Windy City BizBash Committee for the last two years.

Schrager brings to the executive director position a strong background in sales and marketing. Before assuming her current post, she was national sales and marketing manager for Pronto Connections, Inc., a privately held call center providing inbound call solutions in English and Spanish. She joined Pronto in 2001 as an account executive and was later promoted to oversee the company’s marketing and sales efforts to develop new business, increase brand awareness and execute client strategies related to call center needs.

During her tenure, the company increased revenue by 15% to 35% year after year. In 2007, Schrager brought in new clients that increased growth so significantly the company had to open a second facility to accommodate the capacity. The growth stemmed from multiple initiatives, including identifying target markets and “good customers” and implementing a new customer-centric sales process.

Before joining Pronto, Schrager spent two years on the client side with art.com, the business-to-consumer channel of Getty Images. As a buyer in the merchandising department at art.com, she helped the company substantially increase its revenue. She also led internal merchandising communications, was project leader for the company’s Web site redesign, and facilitated merchandise training and product knowledge when the company decided to outsource the call center shortly before it was sold in 2001.

In addition to BMA, Schrager has been involved in membership and fund-raising capacities with a variety of organizations, including the Chicago Association of Direct Marketing, CHEF, Gateway Green, United Cerebral Palsy, the Looking Glass Theater and DePaul University’s Kellstadt Marketing Center Hispanic Marketers Group.

Shortly after Schrager joined as executive director, she sat down with Chapter President Isidora Lagos to discuss her new position and her outlook for the future:

Isidora Lagos : Is association management something you’ve always aspired to?

Marla Schrager : Being the chair of BizBash and participating in other fund-raising and membership initiatives have been so gratifying that I realized association management is the perfect fit for my skill set. Both my service to BMA and my sales and marketing experience will serve me well as we move the chapter ahead and realize this incredible vision.

IL : Speaking of BizBash, you’ve had a lot of success with that event since you became chair. How did that all come about?

MS : When I joined BMA in 2004, I knew that I would get the most out of the organization by getting involved, but I wasn’t sure yet how to do that. And then at one of my first luncheons, the chairwoman of the Windy City BizBash at the time, Mary U hrina (now the Breakfast Roundtable Chair and a good friend), announced that she was looking for volunteers to help on the BizBash committee. The opportunity to work on the event that funds the organization sparked my interest because it meant making a significant difference to the bottom line, allowing us, as an organization, to offer more to our members.

It was during those two years that I figured out just how much I wanted to increase my involvement within BMA. In 2006, I agreed to chair BizBash, with a second term to follow in 2007 in conjunction with being on the board.

With the help of our committee and volunteers, the results have been more than I could have hoped for. In 2007, we realized a net profit of $103,879.34, a 16% increase over the $89,569.78 we brought in in 2006. And 2006’s net was a 34% increase over 2005’s $66,873.06.

Revenue growth resulted from increased media solicitation and collections, developing sponsorship opportunities and creating auction packages that resulted in additional revenue. We also donated more than $7,000 to Literacy Chicago t hrough the raffle and the silent and live auctions. This year, a new venue, more sponsorships and opportunities to purchase media at a discounted rate will ensure another successful year.

IL : What are your immediate thoughts as you take on this new role?

MS : I have so many incredible feelings about becoming the executive director of the BMA Chicago Chapter. This is an exciting opportunity and a great honor! I’ve even described it to friends and colleagues as my dream job and they have all agreed verbally or t hrough written notes of good luck that it is a perfect fit.

Taking on the role of executive director will allow me to mix my professional experience with my personal passions. Professionally, I am skilled in sales, marketing, branding, project management and customer service. Personally, I am a people-person and a connector. I have developed a true passion for volunteering and making something happen that will help others. BMA offers this to all its members t hrough education, training and networking, and I am eager to continue leading this charge.

My new role is everything I’ve ever hoped for. Our organization and its leadership are outstanding and I am proud to take on this critical role that will move us to the next step and beyond. This is a very exciting time for BMA locally and nationally, and a step into a new world of opportunity and growth for myself.

IL : Do you have any specific short- or long-term goals for the chapter that you’d like to share with members?

MS : My overriding goals are to continue the organization’s incredible growth, visibility and financial stability for the sake of our members. The initiatives we have in place have made us one of the strongest marketing organizations in Chicago. I’m charged with continuing the momentum of bringing the b-to-b marketing community together and by identifying and executing ways to help our members develop professionally in conjunction with the organization and board mission. In particular, areas of focus will be increasing membership, sponsorship programs and offering members relevant programming at the monthly luncheons and Breakfast RoundTables.

I’m thrilled to have the opportunity to work with such a talented executive team and board. It is because of Chicago marketing leaders like yourself, Gary Slack, Michael Krauss, Phil Clement and the rest of our passionate and dedicated board that we have such a bright future.