A feature about the women of Optimal Level; their stories, successes, challenges, and opportunities.

What is your background and how did you get into your business/career?
I grew up in Chicago on the far north side, attended Regina Dominican High School and later went to Loyola University where I majored in Political Science,  I went to Loyola’s Rome Center as a junior, stayed there as a senior and am the only “graduate” of the Rome Center.  I met my husband in Rome.   I lived in Rome for 24 years during which time I worked for two U.S. multinational companies:  Texas Instruments and Colgate Palmolive.           

I started at Texas Instruments as an Executive Assistant then went in to control and finance as Assistant Controller.  I joined Colgate as Internal auditor, later moved to Brand Accounting and subsequently to Marketing, specializing in new product development and launches.  I also coordinated a Euroteam of product managers from six different countries to work on standardization of Colgate product offerings within the hair care market.
Marketing and product launches are my true passion.

When I relocated back to the United States, I sought a “job” rather than a career position because I had 2 children, one of whom was only 4 years old at the time.  That is when I joined the company I currently work for, Nu Trend Cabinet Company.  At the time the business was owned by my brother, who asked me to work for him as Office Manager.  Three years ago, 90% of the business was sold to two other partners who dedicated themselves to growing the business.  Shortly after that, I gradually moved from administration to marketing.

What is your business and how is it unique?
Nu Trend Cabinet Company manufactures high-end custom cabinetry and millwork built to specification.  It is a business-to-business vendor whose clients are interior designers, architects, general contractors and custom home builders.  We have no product lines – everything we manufacture is built to the exact specifications of our clients.

Last year we launched our Elite Transformations division.  Elite is unique because it offers upscale homeowners an alternative to full kitchen remodeling.  Elite provides custom, high-end refacing utilizing the customer’s existing cabinet boxes and replacing dated cabinet doors and drawer boxes with new custom door and drawer fronts.  Elite is unlike the typical “refacers” who offer a low quality product with limited selections.  Elite Transformations shares production facilities and crew with Nu Trend Cabinet Company, so our quality is equal to the most prestigious custom cabinetry available.

Elite Transformations is primarily a consumer direct business, but interior designers have also begun to use our services.  We can transform a kitchen into a custom designer kitchen at half the cost of new cabinets and in only 3-5 days.  

Who are some of your clients; what do you especially appreciate about them and how have they reacted to your service or product?
Nu Trend Cabinet Company has established long-term relationships with many of Chicago’s top designers, architects and contractors and continues to grow, based on the quality of our work and our reputation.

Elite Transformations has been incredibly successful due to the quality of the product, our unique “proposition” and the outstanding level of service.  We were able to put together an outstanding team of people.  The reaction from our clients, who reside in upscale communities on the North Shore and in the affluent Western suburbs, has been incredible.  We appreciate the fact that they perceived the quality of our product and put their trust in us – they truly responded to the concept of “upscale” refacing.

What do you like best about what you do?
I love putting together the strategic marketing plans, which require extensive marketing research, and working on ad campaigns.  I also enjoy all the networking and social events.

I like and respect all the people I work with – we are a great team.  I have a smile on my face every day when I come to work.  

What role does passion have in your work?
Passion plays the principal role not only in my work, but in the work of everyone in our company.

Let me quote an excerpt from a letter we received from one of our customers in Long Grove:  “This is one of those rare letters that is a true pleasure to write after the completion of a major project, but our experience in dealing with your company was so completely positive in every aspect that we wanted to take the time to let you know.

First of all, our kitchen transformation and new wet bar are nothing short of fabulous!  The quality and craftsmanship were everything that you promised and the experience in working with your organization was top tier.  Every single person that we dealt with from the Elite team displayed a true level of pride in the work that they did for us, paid attention to the finest of details and displayed the utmost in courtesy, cleanliness and demeanor.”

When you are passionate about what you do, it shows, and people respond to it.

When you first started were you able to visualize your expected final outcome?  
When I started at Nu Trend Cabinet Company I never imagined that I would ever have the opportunity to work in marketing again.  When the company got new “blood” and new capital and we began to discuss our vision, mission statements and new initiatives, I could absolutely envision the final outcome.

Can you tell us about that final outcome – what will your business look like then?
We will have gone from the $1.7M business with 14 employees we were 3 years ago to a $20M plus business with 70+ employees by 2011.

What were your top three obstacles/challenges?
-Establishing my credibility as a marketing expert in the eyes of our new investors
-Convincing them to give me a more appropriate compensation package
-Overcoming “resistance” on the part of some of the other management team to embrace change and the new direction of the company.

How do you deal with doubt, fear, and self recrimination?
Women seem to have something in their genetic make-up that drives them to feel responsible for everyone and everything in their lives to the point of being overwhelmed.  Feelings of doubt, fear and self recrimination are a consequence.

I was absolutely guilty of this. It took me a long time, but I finally came to the realization that I was not responsible for everything and everyone.  I am responsible for myself and my actions.  And I am much better off embracing positive feelings of confidence, courage and self-esteem.

If you had the opportunity to get the best advice from a business guru, and could ask only question, what would your question be?
In a rapidly changing business environment and global economy, what is the key to sustaining a successful business into the future?

As you look back, what is the one thing you wish you knew when you started?
I wish I had known how “toxic” corporate environments can be.   It is so much more gratifying to work in a small to mid-size business.

Any regrets?
Yes, major, but they are not related to business.   Water under the bridge – you can’t change the past, so no point in dwelling on it.  Learn and move on.

Do you believe luck has something to do with you getting to where you are now?
Absolutely – no matter how amazing your capabilities are, you have to be in the right place at the right time.  I am not the only person I know who believes that.

What is the best piece of advice you have for other women on their way to their Optimal Level?
Forget about everyone else, identify what YOU need and want and work on a plan to attain it.

Any additional comments you would like to make?
Have the flexibility to “reinvent” yourself in the various phases of your life and career.