Our Lead(H)er series features impressive women leaders in the tech industry. In this Q&A, we are featuring Karen Polcaro, VP Marketing at SpotOn Fence.
Where did you grow up and how would you describe yourself as a child?
I grew up in Burlington, Massachusetts. When I was young, I loved the arts. I liked drawing and painting, going to museums, and studying all the different Impressionist painters. I knew that when I was an adult, I wanted to do something related to that.
What did you study in college and what was your first job out of school?
I studied graphic design in college and landed my first job out of school as the graphic designer for a construction firm that built high-end performing arts theaters and biotech spaces. It was not the type of job I expected to get – I always thought I would work for an agency – but it helped me grow more than an agency would have. Since I was the only in-house resource, I had to figure out how to get things done, how to line up resources, how to execute the work, and how to get buy-in from stakeholders within the organization. It also opened my eyes to brand building and marketing.
Can you share the details on your career path and what were the critical moments that got you to where you are today?
When I was at my first job out of college, my manager, who was the Director of Marketing, pushed me to do more than just graphic design. At first, it was being in charge of the company newsletter, it evolved into conceptualizing and writing anything I was to design (from brochures to web content). That led me to take more interest in brand building, and eventually, I went on to lead brand strategy at a boutique agency, and then from there to be a Brand/Product marketing manager at a series of companies that focused on selling products into the consumer retail space.
As a Brand Manager, I focused on developing psychograph personas that changed the way we sold our products to retail buyers, resulting in groundbreaking retail placements for those companies.
Fast-forward to today, and I am leading sales and marketing for SpotOn GPS Fence. When I joined SpotOn, we had not sold a single product and didn’t have a website. What we did have was some customer research, and with that, I launched SpotOn and helped build it into the business it is today.
Since SpotOn invented completely wireless GPS fences and launched the very first one, not only were we a new brand with a new product, we were also a new category. We had to do a LOT of educating in those first couple of years. People didn’t understand what the product did or trust the technology that powered it. Leaning into testimonials and thought leadership allowed us to tell our story and gain consumer trust in the solution and in SpotOn as a brand.
What is your current role and responsibilities?
Today, I am the Vice President of Marketing for SpotOn GPS fence. I lead all sales and marketing efforts. My team is responsible for forecasting sales, brand building, advertising, social media, and everything in between. My job is to grow and protect SpotOn’s brand, develop programs that ensure our target customers are well-educated through the buyer journey and product onboarding; and, of course, meet the company’s sales goals.
We rely heavily on consumer feedback and insights to continually evolve our product and our marketing approach. We continue to leverage category education and customer testimonials as a core element of the marketing mix. And… since making the sale is only one small part of the customer journey, we focus heavily on what happens after a SpotOn GPS Fence is delivered. We want our customers to have the very best experience once they buy, so we provide everything customers need to be successful and have their backs with the best guarantee in the industry.
Looking back, is this where you thought you’d be professionally? Was it always your goal to be in this position?
Leading sales and marketing at SpotOn is my dream job! Growing a brand from the ground up has not only been exciting and extremely fulfilling, but it has also provided constant challenges that have helped me grow and kept the work exciting and engaging. I have always wanted to be involved in a company that provided a game changer for its customers– that is what initially drew me to SpotOn. Now when I read reviews of how our product has changed people’s lives for the better, it drives me to see what more our team can accomplish in this space.
For people who are looking to be in a similar position, what advice would you give to others in terms of helping them achieve their career goals?
Find an industry or subject matter that you love and find a role within it. Have a passion for the subject matter, believe in the work you do, and be proud of the difference you make.
What are the most important skills that you need to do your job well?
The most important skills I need to do my job are not necessarily skills but ways of approaching my work. Working in a direct-to-consumer business requires flexibility and adaptability. I am also always looking at data. Making data-driven decisions has driven success in our organization. Passion about the subject matter and about meeting our customers' needs has also been extremely important.
What do you find most interesting/rewarding about your work? What’s the most challenging?
The most interesting is unlocking barriers to entry for the customers – what are the problems or pain points, what other products are they shopping for, what are the things holding them back, and what is their rationale for buying a SpotOn Fence? What will make them love the product? These things also represent the biggest challenges, which is why we take customer feedback so seriously.
Another challenge is the unpredictability of a direct-to-consumer business in general. You can look at your sales trends year-over-year but there are so many other things going on in the world that will impact a customer’s decision. For instance, the economy, the weather, the platforms you use to advertise changing their algorithms, your competitors releasing a new product (or having a PR crisis) – all of these factors can positively or negatively impact your business. You have to be prepared to play offense or defense at any moment.
What is your proudest professional accomplishment?
Growing SpotOn to where it is today. When I came to the company, there were four other employees, and I was the only marketing person. Today we have brought two generations of SpotOn Fence to market. We have been honored by CES, NH Tech Alliance, South by Southwest, INC5000, and the American Business Awards. We have been featured in publications like USA Today and Forbes. We have a team of over 60 employees who all share the same passion for and dedication to growing SpotOn.
Are you involved with any professional organizations outside of the company? Volunteer work?
Not at the moment, growing SpotOn and raising my family keep me very busy.
Q&A
What do you enjoy doing in your free time?
I love to cook. I’m obsessed with trying to cook foods from different cultures. It is a family affair in my house – it is something we all enjoy and do together. A dog person, I also like spending time outside with my dogs – hiking, walking them in the woods, etc. And... I am always up for a good true crime podcast or show.
How do you manage stress?
Spending time outdoors or in the kitchen cooking.
How many cups of coffee do you have in a day?
One, but I drink tea all day long.
Any book or podcast recommendations?
Perpetual Traffic and This Old Marketing Show. I also love Strange and Unexplained.
What advice do you have for recent college graduates?
You are never the smartest person in the room. It doesn’t matter if you are in a board room or the grocery store – there is always an opportunity to learn from the people around you.
