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

She and her 36-member team review West Marine’s marketing programs on a weekly and daily basis, delineating what is working and what is not. Then, they toss around ideas about how to improve.

“We put together very comprehensive reports monthly to look at our business on a different level,” she says. “We review sales by catalog and by store. We also review in-depth catalog and flier results every time we put together a new catalog or flier, which is about once a month.”