For the the Pittsburgh Steelers, one of the NFL’s longest running franchises, giving their fans a great experience is about more than just putting a winning team on the field. They also want to win them over with memorabilia and souvenirs that capture what the team is all about, and that’s what marketing expert Susan McGalla does in the business wing. She recently spearheaded a project that led to the pro shop having even more fun exhibits and an enhanced shopping experience designed to make the fans feel they were coming onto the field and taking part of the action. From terrible towels to jerseys, home products, jewelry, children’s toys and a lot of other merchandise, the pro shop has had its visitors raving about it on social media. McGalla has used her previous experience in improving retail shopping for customers to do so for the Steelers.
Susan McGalla is a graduate of Mount Union College in Ohio and she started her marketing and branding career as a consultant for the Joseph Horne Company. She joined American Eagle Outfitters about 7 years later, and here she began by being in charge of the women’s apparel merchandising and inventory as a regional manager. She started inputting ideas and showing her coworkers in American Eagle’s corporate offices that her ideas could take the company a long way, so she was promoted to a role on the executive committee first as chief merchandising officer and then as president. As president, she helped start the Aerie stores for women and the children’s brand at 77kids, and by the time her tenure ended American Eagle had changed customer demographics from being dominated by males to now being all-inclusive and attractive for females.
One thing Susan McGalla emphasized during her time at American Eagle Outfitters was that even though she made the company brand more appealing to women, she never considered her promotion to president as breaking any glass ceiling as a woman. To her, everyone who does their job at a company and gets to where they do in life should just be treated as a person and not with a gender label. In addition to her role in the Pittsburgh Steelers’ business department, McGalla also is a former member of HFF, Inc., and she runs an independent consulting gig known as P3 Executive Consulting.
Find out more about Susan McGalla: http://pittsburgh.cbslocal.com/2015/09/18/steelers-overhaul-fan-gear-closet-introduce-new-fashion-campaign/