In this role, Binder will be involved in developing marketing and communications campaigns and strategy for Ingage accounts as well as proposals for new business. Her responsibilities will also include public relations, both for the firm and clients, online strategies, and support for Ingage seminars.
“As a firm that specializes in creating engagement within franchise organizations and cooperatives, communications is a critical component of pretty much everything we do,“ said Evan Hackel, founder and principal of Ingage Consulting. “Our firm has grown so much since we began the business a few years ago that we really needed somebody to spearhead all our communications efforts. With Deb on board, we now have added strength in marketing and can offer more marketing strategy and support to our clients as well. I can’t think of anybody better qualified to take on that role than Deb.“
Binder has spent the majority of her career focused on communications, marketing and visual merchandising for cooperatives, franchises and retail chains. That experience included her tenure as Senior Vice President of Marketing for CCA Global’s cooperative divisions where she oversaw all online marketing efforts, as well as leading marketing efforts for Timberland’s Retail Division and City Sports.
As a communications professional, Binder has had many notable accomplishments, including leading several different companies/divisions into the digital age. She’s also been at the forefront of the development of brands for several organizations and the successful implementation of those brands into store environment.
Says Binder, “The success of any initiative involving franchises and cooperatives – or for any group - depends on the understanding and ability to balance corporate needs with the real-life, day to day needs of the stores.“
Continued Binder, “I firmly believe that engagement is the key to success. The higher the participation and engagement, the more successful everyone will be. Marketing will have a stronger impact. Buying will be more effective. More systems will be in place to streamline workflow. And the end result ultimately is cost savings and increased profits. That typically makes everyone happy and more successful. The challenge is that creating and sustaining engagement is extremely difficult and takes a dedicated, ongoing effort.“
Binder holds an undergraduate degree from the University of Maine and earned an MBA at Southern New Hampshire University. She resides in Newburyport, Massachusetts.
About Ingage Consulting
Ingage Consulting is a management consulting firm that works with franchisors and franchisees to improve the franchise organization's culture which in turn increases sales and satisfaction;
Ingage Consulting provides solutions that drive the cooperation, commitment, passion and loyalty of franchisors and franchisees. They offer unique services that help solve the problems of franchises in a number of ways. Working closely with clients, the Ingage Consulting team quickly and thoughtfully assesses, understands and devises solutions to a franchise organization's challenges. Leaders come away with ideas for improvement, including methods for maximizing collaboration among franchisees/
Ingage Consulting is located at 400 Trade Center, Suite 5900 in Woburn, MA. For more information, contact (781) 569-5900 or visit the website www.ingage.net.