My job: Keeping corporate realm in focus

Steven Woodman says electronics are constantly evolving. Photo / Ted Baghurst

Name: Steven Woodman.
Age: 30.
Title: category manager for Canon Oceania consumer products group.
Hours: Flexible, 45 hours-plus.
Salary: $60,000-plus depending on size and scope of role.
Qualification: Bachelor of Design (spatial design) from AUT.

Describe what you do.

I work as category manager for Canon's camera consumer products. Canon deals with between 600 and 700 consumer electronic resellers nationwide, including large retailers and specialist photography shops with distribution partners. It is a hard role to define so I often use the analogy of a rock concert.

The sales people are the rock stars, marketing and logistic teams could be the producers, consumers are the crowd, and our products could be seen as the music. And I'm the roadie running around in background helping people run the show and ensure smooth delivery of the final product.

I take both marketing concepts and sales strategies directly to trade partners and work with them to bring plans to action and deliver Canon consumer products to the market in a way that adds value to the consumer experience. Adding value isn't simply discounting, but activities like displays, range management, bundling, advertising, and most importantly, customised retailer promotions.

I have been in this role since it was established 18 months ago and I'm not aware of other consumer electronics companies embracing category management philosophies to this level.

Your history?

I completed a spatial design degree in 2002. Sculptural furniture was my thing. In my final year I did a co-op placement with Michael Drapers Furniture and worked there a couple of years after graduating. I learned a lot, although I didn't realise how much at the time. Then I got a sales and training job at Canon before becoming an account manager; someone responsible for a territory. I progressed to senior accounts manager looking after national clients and am now category manager.

An interesting change?

I wanted to get into a corporate structure to learn how to sell and market products and Canon appealed because I have a passion for photography; I've done art and design all my life.

I've been surprised at how much I've enjoyed the challenges of a corporate role and I particularly like the pace of consumer electronics. There is always something new and different; you're not always selling the same old thing.

Do you miss not working specifically in art?

Sometimes, but there is a bit of creativity in this role although I'm not generating or spawning new things and ideas. I don't sell or show any art.

What training or experience is important?

While I truly believe formal training is beneficial for any job, I don't believe it is the show-stopper. The experience you gain working, and in life generally, is often far more valuable. I've learned an exceptional amount from listening to mentors here, in furniture and from part-time student jobs.

Mentors?

People you bump into along the way that you learn from, not necessarily formal business mentors, but the interesting person you sit next to at a dinner, and the more experienced sales rep or account manager who takes you under their wing. I had that and you need to listen and learn from them. I believe a lot of mentors pop up in your life if you're open to them. But when I was younger and fresh in the workplace I didn't necessarily listen to the people who were trying to give me advice. It took me a while to realise.

Essential skills and qualities?

You need to be analytical because you do a lot of trawling through data to see how products are performing. You need to be creative to find solutions to problems. You need to be personable and get on well with people. You must be a team player. A mix of creativity and business is a strength in this role.

Best part of the job?

The people. I work with a great group who are really sharp and work hard but also have a good time.

There is also something very cool about the joy and enthusiasm people have about camera products.

Worst?

The sheer scope of what I do.

Advice to someone wanting to do similar?

Constantly reassess your strengths and where you think you're heading. You'll never get better at your job or as a person if you don't stay open to learning and growing.

I met a designer at a symposium last year who said when you're thinking about what you do for a living, you need to think of the net result of your output into the world. I like that idea. I don't want to work for an oil or cigarette company. Canon is a good company to work for; it has environmental management systems accreditation, a green policy and provides great staff development. So it is important to find a company that fits your values so you feel part of it. If you don't, it becomes very hard to perform well.