Piloting a Sea Change at SeaBear

Responsibilities: Mike Mondello has served as SeaBear’s captain since 1996. He is involved in product and recipe development, concept creation, and, ultimately, product testing with customers. His vision is to build SeaBear into the premier seafood brand in the country. “We’re not out to be the biggest, but the richest and the best,” he says.

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.

Growth: SeaBear’s reputation has grown tremendously in the past few years. He cites the company’s success at attracting buyers year-round.

Role models: On his door, Mondello has a poster depicting UCLA basketball coach John Wooden, whom he calls “a model of success, leadership and character.” And on a personal level, Mondello also looks to his mother. “Although she was just about five feet tall, she was the strongest woman I’ve ever known,” he says.

Keys to catalog success: He firmly believes in teamwork, and says the company is comprised of awesome people that bring the brand to life.

Favorite catalogs: Williams-Sonoma. “I love the culinary feel they create.” Lands’ End because “they do the best job, in my opinion, in creating a sense of place ... a sense that there’s a cool company behind the products.” And Pottery Barn: “The merchandise is fantastic.”

Management philosophy: He frequently applies sports strategies to business approaches. “It starts with a team that has a burning desire to win, believes it can win, and knows how to go about winning,” he explains. “Once you have that in place, the rest is simply execution.”

Primary characteristics: “What I hope people would say about me is that I’m highly passionate about what I do, high in character and a great dad.”