Q&A with Erin Patton (EMBA ’06)
After earning his bachelor’s degree from Northwestern University in 1991, Erin Patton (Executive MBA ’06) was handpicked by Michael Jordan to launch Nike’s Jordan brand. In the role, Patton grew the business to $350 million in global revenues and received the prestigious Edison Award from the American Marketing Association. He then went on to found TMG, a market intelligence and brand marketing consulting firm in 2001. TMG has counseled a number of major brands, including Pepsi, Motorola, MTV, Mercedes-Benz, Federated Department Stores, Inc., Adidas, and Coors Light, as well as global sports icons LeBron James and Venus and Serena Williams.
- Why did you choose to attend the Cox School?
As an entrepreneur, I was looking for a program that offered a significant focus on entrepreneurship, which I knew would also enhance my effectiveness as a business leader. The SMU Cox Caruth Institute for Entrepreneurship fit this requirement. In addition, I wanted the benefits of being able to interact with the esteemed Cox faculty while gaining exposure to the school’s vibrant alumni network.
- Which courses did you take that were most helpful in getting you to where you are today?
Among the many classes I took, the most beneficial to my career were Marketing Research with Bill Dillon, Strategic Management with Gordon Walker, Negotiations with Ross Stoddard, and Leadership with Tommy Daniel
- What were the most important skills you acquired, lessons you learned, and experiences you had in these courses?
In Marketing Research, I acquired tangible skills and applications for the market-based approach to management from Professor Dillon. I’ve applied these skills to bolster my consulting firm’s market-research capabilities, including launching a benchmark study utilizing a proprietary consumer segmentation I developed.
As a marketing strategist, I gained a solid industry perspective on corporate strategy from Professor Walker that has enabled my firm to play a stronger role in our clients’ strategic decision-making processes. I also performed an analysis on my firm’s existing corporate strategy. This exercise was instrumental in our decision to shift our strategic direction, which has enabled TMG to differentiate ourself from our competition and create a sustainable, competitive advantage.
Professor Daniel’s Leadership course provided me with the opportunity to assess my leadership style and incorporate feedback from my peers, employees, and clients to enhance my leadership effectiveness. Finally, I represent several athletes in the marketing arena and have been able to utilize Professor Ross’ negotiation tactics to ensure that my clients get the best possible deals.
- As a student and as an alumnus, have you benefited from aspects of the Cox network, such as the Associate Board executive mentoring program, the online alumni network, or the executive speaker series?
I have participated in the Associate Board executive mentoring program as well as alumni events and the Management Briefing Series sponsored by Ernst & Young. I plan to remain active as a Cox alumnus!
- What value do you think the Cox network provides to students and alumni?
Having a Cox MBA and access to the Cox network places you in an exclusive circle among Dallas’ business elite as well as renowned business leaders around the country representing a cross-section of some of the most prestigious and innovative organizations in Corporate America. As the saying goes, it’s not who you know but who knows you. As a Cox alum, you add thousands of business leaders’ names to your rolodex.
- What are your professional goals?
My goals are to grow my consulting firm and create an organization that exceeds the expectations of all of the firm’s key stakeholders. I also have a goal to serve as an adjunct professor with eventual plans to obtain a Ph.D. and author several books on marketing.
- What progress have you made toward achieving those goals since you graduated from Cox?
Since graduating from Cox, I have expanded my New York-based firm by opening an office in Dallas and have hired a Cox student as an intern. In addition, I began teaching a sports marketing course to Professional MBA students at Cox. Finally, I completed my first marketing book and am presently in discussions with several publishers.
- What advice would you give to aspiring business leaders today?
Character counts…for everything. Integrity is neither conditional nor optional. When someone shows you who they are, believe them. Passion, desire, and persistence are the keys to unlock your greatness. Good leaders are born. Great leaders are made. Surround yourself with people who are smarter than you (easy in my case) and empower them in ways so they manifest your vision.
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