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CX17 Leaders: Kelly Saltzman

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Kelly Saltzman, CX Class of 2017

"How can I be a market driver in the health and wellness industry?"

What attracted you to MKTG 6800: Customer Experience Design?

Two things, the course and the prof. First off, 2 words: Markus Giesler. I listened to Markus present on one of my first days at Schulich. I was so engaged during this presentation that I knew any course he taught is a course I will take. When I found out that his course was Customer Experience Design, I knew getting into the course was going to be a challenge… and the #struggle was real (those who have tried to get into this course know this to be true). Students who previously took this course told me each lecture is like an interactive TED talk – so far, so true. Second point of attraction is the course itself. We are learning a method of marketing that is ahead of the curve. The majority of companies today are marketing using traditional methods: determine a problem and deliver a solution. But BAM: Customer Experience Design tells us to question our current methods. What if we have a solution and create the demand? Tell me you’re not intrigued!! Being an MBA student we are taught how to be a strong leader in today’s worlds; Customer Experience Design is challenging me to be a strong leader in tomorrow’s world.

What’s the biggest design challenge you want to tackle this fall?

I am particularly interested in the health and wellness industry. From my perspective, it seems that we are moving to extremes…in all aspects of life: is there a middle ground in politics? Religion? Education? NO! It seems people are either all in, or all out. I don’t think we are quite at that point with views on health, but likely, we are moving in that direction. Are you a clean eater who meal preps? Or do you devour an entire pizza on the reg? As a manager at a gym and a fitness aficionado, I hear a lot of excuses as to why someone doesn’t lift weights, do cardio or why they can’t meal prep. How can I be a market driver in the health and wellness industry? What’s the next Uber for Clean Eating?

What are you looking for in a future employer?

I am looking to be part of a company that is forward thinking and excited about its direction. Every product at every company can’t be exciting. However, the environment can be always engaging. If we are solving a problem for our community, whether it’s a big problem or small, I want to be proud of the solution we are providing. Continually look for newer and better ways to solve that problem; Or newer and fresher ways to reach your consumer. An employer with that attitude and who wants to be a market driver is one I want to roll with!  

 

Markus Giesler

Markus Giesler draws on concepts from economics, technology studies, and sociology to inform his research in marketing. He determines how ideas and things (products, services, experiences, technological innovations, intellectual property, brands, etc.) are made valuable over time, with research focused on improving marketing strategy through an understanding of markets as evolving social systems. Giesler's research has been supported by the Social Sciences and Humanities Research Council of Canada (SSHRC) and the European Research Council (ERC) and published in top-tier academic journals such as the Journal of Consumer Research and the Journal of Marketing. Giesler has an extensive entertainment industry background. He founded his own record label at age 17 and has worked in various production and marketing responsibilities for over a decade. He lives in Toronto, Canada.

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