Joshua Behar, Junior Director of Marketing for the brand, Ike Behar Apparel and Design, has worked in the company since the age of 15 and currently, is responsible in allocating ad dollars to create comprehensive marketing strategies in order to maximize brand exposure, awareness, and ROI. He also developed numerous corporate and promotional partnerships to promote brand awareness.

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Here are the highlights of our conversation with our guest:

• All about Josh: from starting the job at a young age, his reverence for his grandfather who started the company, and how he got into digital marketing.
• When and why he pivoted towards new media and content marketing, and how being part of Gen Y gave him a fresh perspective to move towards implementation and adoption of modern methodologies in the seasoned company.
• How he drew their company, which is not too susceptible to change, to embrace and transition to the new concepts he had introduced and see the value of technology and his ideas.
• About the first campaigns that he built that proved return on investments, the KPIs that he associated revenue with and tools he used in tracking metrics.
• How he leveled up his next campaigns where he tried other different ways to sell and engage to the customers, all the while still capturing essential business KPIs.
• The other channels that he expanded on and how he went about achieving these milestones.
• How long it took for the company to transition and reframe their perspective towards the needing to make the shift.
• Josh shares how creating one uniform feeling across their social spaces can get your customers to take action and the value their brand got from their partnerships with Boyz II Men and the Dallas Cowboys.
• The digital infrastructures they had in place to land the partnerships that they had.
• Other technology which enabled their success besides social media, digital advertising and e-commerce.

Rapid Fire Questions

• Would you put more emphasis on the idea or the execution? How would you weigh each of them and why?

Even if you have the best idea but can’t show people how to engage with you, the idea will mean nothing. If you have a crappy idea and it is executed really well, it is still a crappy idea. So it’s 50 / 50 for me.

• What is your biggest learning lesson on your journey so far?

In execution, you got to handle your end. In retail, it’s so easy for people to find options so you need to have your message on point. There are so many easy things that can go out of your control so those which are, you have to handle properly.

• What is your favorite business book?

Who Moved My Cheese

Money Ball by Michael Lewis

• What is your favorite mobile app resource?

Google Display Network and Google Analytics

• What is your favorite app and why?

Prime Now

• What is the coolest thing that you are working on right now that you want everyone to know about?

Modernizing our digital custom experience. We want to bring the feeling of coming into a tailor shop over to the web and to mobile.