Piloting a Sea Change at SeaBear

Grew up in: Long Island, NY

Education: B.S. in business from Boston College; M.B.A. in marketing and finance from Northwestern University

Biggest catalog challenge: Mondello has had to transition the catalog from a holiday-focused, gift-

oriented company to that of a world-class food provider. “This shift was critical to building a robust, year-round brand, and it required changes in every part of the business,” he explains. His plan of action included the following:
>Provide products that customers want to buy throughout the year, not just during the holidays.
>Involve employees in product testing. “We need them to be tasting and engrossing themselves in great food — to produce a team of ‘foodies,’” he explains.
>Change marketing materials to show the difference between just buying food and buying luscious gifts. Mondello accomplished this through the use of food stylists and photography.