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

She finds the merchandise to sell, determines how it will be offered, optimizes the products’ marketing plan, identifies to whom the offer should be made and then how and through which media outlet the offers will be presented. Every catalog, sale flier, loyalty plan, incentive or discount must coincide with the overall strategy for the company, which includes fitting the effort in question into each of West Marine’s sales channels.