Day with a Pro: Michelle Farabaugh, VP of marketing, West Marine

“We developed the Company Master, which included our entire product line and was great to support our stores, customers with both power and sail, as well as some of our very best catalog customers. We also developed a Sail Master, Power Master and Trailerboat Master catalog,” says Farabaugh. “Each catalog took a lot of analysis to determine what product should be carried in each of the versions, who the version should be mailed to, what the sales loss may be for substantially [fewer] pages and what the incremental increase in contribution would be.