Business Decision —Pink PJs?
Ryan Davis MBA’05
Brand Marketing Manager, Victoria’s Secret; Peninsula, Ohio
Playing the pajama (and lingerie) game is serious business.
When Victoria's Secret PINK recently hosted its Second Annual World's Largest PJ Party, thousands of PINK girls came from all over to party it up with Fergie and DJ AM for a PINK celebration. That is just one of the public relations events Ryan Davis (MBA '05) helps market as the company’s Brand Marketing Manager; his overall focus is working on the strategic marketing across all of Victoria's Secret selling channels—retail stores, catalogue, and VictoriasSecret.com.
“Events like the Victoria's Secret Fashion Show or PINK parties are amazing brand-building events,” says Davis. “However, working for a company with such incredible brands and having the opportunity to help drive it to an even stronger position is the true excitement that makes me want to come to work every day.”
Victoria's Secret is a high-energy company that is constantly evaluating and challenging its position and direction, according to Davis. “We never sit idle. There is always a new idea, a new product launch, a new marketing event—that makes it impossible for my job to get dull.”
Davis received a bachelor’s degree in finance and accounting from Miami University (Ohio) in 1996. When it came time for graduate school, “Kelley was absolutely the right decision,” he says. “I knew I wanted to work in consumer marketing once I earned my MBA. Kelley's reputation in this field is very impressive, and the companies that recruit from Kelley in the field are numerous and the best in the industry.”
After talking to many friends and colleagues and visiting schools across the country, Davis was drawn to Kelley. “Attending the Admitted Students Weekend sealed the deal,” he says. “Having a chance to meet students and professors while getting an up-close-and-personal look at what the school is like was very helpful. I was especially impressed by the professors’ commitment to the school and to the students.”
With the marketing and customer learning from Kelley, Davis insists he is much better prepared to develop a customer-focused marketing strategy, how to analyze product category issues both within his business and across the total market, or how to use tools to build detailed financial recommendations for marketing plans.
“I definitely feel that Kelley provided me the confidence to know I would secure a great marketing position upon finishing school,” he says. “More important, my Kelley experience has helped me develop the skill set to be a very strong and very capable business leader. Kelley has positioned me to be successful at Victoria’s Secret and beyond.”
As for the Victoria’s Secret models—he’s seen them, but so far has not had the opportunity to work with them directly. “But I’m keeping my hopes alive.”
- Advice for students:
“First—it was a pleasant surprise when I realized how quickly I could use what I learned from Kelley in my post-MBA role. While you are at Kelley, I suggest you constantly work to relate what you are learning to real-world experiences. When you can make that connection, the learning becomes immensely more valuable. Second—enjoy your time at Kelley. It goes by way too fast!”
- What makes the Kelley experience special?
"The students are amazingly intelligent, motivated, collaborative, and real. The professors are unbelievably involved, accessible, and supportive of students, the program, and the school. The administration just makes it all nice and easy. And Bloomington is the perfect little college town; it reminds you how nice it is to be in college again. I have gained friends for life from my Kelley experience.”