Member Spotlight: Barbara Springer, International Business Development, IC² Institute at the University of Texas at Austin – Austin AMA member since 2005.

Call with Barbara Springer,

1) Describe what you do in your current position?

I am involved in assisting companies in Mexico expand globally. The International Business Development program was started and is operated by the Ministry of Economy in Mexico. My role involves training, coaching, recruiting and selecting companies who have the potential to be successful in the U.S. market.

2) Describe your professional background?

I began my career as a programmer for Sears Roebuck in Chicago, Ill. I was working in the buying department when Sears began recruiting employees to teach them programming. Since then I’ve worked for both hardware and software companies in the systems engineering field and then moved into marketing positions. I was able to move to Austin when I worked with Intel. Many of my positions have involved working internationally. While working for Intel, I lived in Europe and saw firsthand how interesting cultural differences can be.

3) What is the most unusual job you’ve ever held?

In high school I worked for the Mars Candy Company boxing candy bars in the factory during the night shift. What it proved to me was I sure as heck needed to finish school as I never wanted to go back there. At the time, the smell of candy was so revolting that I never ate it at all.

4) What was the most impactful marketing campaign or project you have been involved in and why?

I worked on a strategic alliance between two technology companies, Compaq and Novell. My goal was to unify the sales teams so that they would sell a single solution. I loved this job because I could see the direct impact I had on individuals in the field and the positive results.

5) If you could have any job in the world, what would it be?

You mean besides what I’m doing now which is really, really cool? Or being empress of the world? I think the most fun I have is when I get people to work together. I like coaching people and helping them learn new things in their own way. I also do pet sitting on the side. Pets are so much easier, make so much more sense and have fewer hidden agendas. It’s a great way for me to feel like I have grandchildren.

6) What do you like most about being an Austin AMA member?

I like the depth of resources available to me through AMA. Whether it’s connecting to people locally, finding things on the web or listening to webinars, I like having information available at my fingertips.

7) What is your Number 1 pet peeve in a job environment?

It would have to be a lack of accountability.

8) What do you think is the next big change that will occur in the marketing profession?

I think companies will begin to recognize marketing can be responsible for sales development.  Marketing’s role is to build relationships with someone who might one day become a customer. When they are ready to make a decision to buy then marketing can turn the relationship over to sales. Marketing needs to justify its existence through measurement and being accountable for spending and revenue generation.

9) How long have you been in Austin and what do you like most about working here?

I moved to Austin in 1980 and its one of the most welcoming towns that I’ve ever seen. Austin is a good melting pot and there is an incredible range of people to meet.