by Souleo

Fashion is often unfairly considered primarily a superficial business with minimal substance and notorious fickleness. What that misconception fails to consider is that in order for a brand to thrive you need individuals behind-the-scenes that are savvy, intelligent and that possess vision to forecast the next wave of trends. T’Shurah Dove, vice president of marketing for clothing retailer Jimmy Jazz, exudes those qualities which has helped her ensure that the company remains one of the market’s leading urban retailers.

Dove was previously the marketing coordinator for urban fashion brand, Downtown Locker Room (DTLR). In that position she honed her skills. Today, in her role at Jimmy Jazz she manages the marketing strategies for more than 120 stores throughout the Unites States. We spoke with the ever-busy Dove about staying connected to the needs and desires of consumers, dealing with racism and ageism in her field, the power of networking and her secret to simultaneously working and taking care of her love life.

What has been your career path to get to where you are now?

Well I started out working as a promotions assistant in Baltimore from 2000-2003 at a local radio station. I knew at that moment that marketing and promotions was it for me. Fast forward two years and I ended up at an urban retailer headquarters as a Marketing Assistant and worked my way up to Marketing Coordinator/Manager. This great opportunity became available at Jimmy Jazz and I was offered a VP of Marketing position. That’s a pretty great ending for someone who started out in radio promotions. But it doesn’t end here for me.

What is a typical day like for you? 

Every day is a different day for me. One Monday I may have a day full of meetings and the next Monday I may be working on a sponsorship project that helps brand the company. Every day is a different task.

By the time you arrived at Jimmy Jazz, it was already a leading clothing retailer. How did that impact your strategy since you weren’t building it from the ground level?

Well, just because a company is established doesn’t mean you stop reaching out to your consumer. You still work to stay relevant. You still work to make sure that the customer thinks of your company first when they decide that they want to go purchase goods. You work hard no matter what level you’re at. If the customer forgets about you, you have a serious problem.

Much of marketing boils down to having great ideas. How do you stay inspired to keep fresh ideas flowing?

Attending events to see what our demographic responds to helps me decide on how to approach the customer. I’m a big people watcher and so everywhere I go, I observe. I watch what people wear, what they read, and what technology they are into and I take that information back and turn it into a idea. I pay attention to how national chains market to their customers and turn that into an idea. There’s inspiration around you with every step you take; the key is to pay attention.

What ethical issues in marketing, such as pricing ethics or in your choices of advertising and promotion, do you deal with?

With the economy the way it is, I have to be smart about how funds are spent when it comes to advertising. I have to decide what opportunity will have the greatest effect and how we will get the biggest bang for our buck. We do cross promotions with a number of our vendors, which helps offset costs for projects. In this method, both companies get exposure.

Has being an African-American woman ever been an issue in your field of work?

I deal with issues ever so often with men and women who are uncomfortable with the position I hold and the work that I do. Due to my age and my skin color, I encounter resistance and hostilities but I pay it zero mind. I worked hard to get where I am today and continue to work hard. Those who take issue with it have insecurities that I’d rather not give energy to.

What do you consider to be your secret to success?

I remember to stay focused and humble. People are more inclined to do business with individuals who have pleasant personalities. I make sure to always attend the most influential events and network. It’s very interesting to meet people from different walks of life and talk to them about what they do.

How do you juggle your work and social life in order to keep a healthy balance?

I designate times of the week that I take myself out on a date. I found out that I’m a cheap date, but I also realized that taking this time is essential. I learned how to entertain myself while growing up the only girl. Other times, I may invite my boyfriend to an industry event. This way I kill two birds with one stone. It’s very important to separate work and your personal life and I make sure I put aside enough time to do both effectively.