Jay Atcheson

Vice President Marketing

Element Fleet Management

How long have you been an AMA member?

I was researching communities and resources 7 years ago that would provide me value in exploring new marketing concepts with other marketers. I found AMA Baltimore and thought it was a great fit.

What are your job responsibilities?

I currently oversee all modern marketing for Element Fleet Management. This means that I manage the overall brand of the company from our website, traditional printed materials, and digital assets like social media.

Additionally, I work on the customer experience and how we should communicate with our audience. I help ensure that everything is smooth and pleasurable as a customer flows through our “Element” experience.

Lastly, I help facilitate lead generation. Marketers’ jobs are to create desire in the marketplace, and I hope to help our sales team gain the best insights from that desire.

What are your favorite local business brands?

I hate to sound too stereotypical, but Under Amour and Aerotek. I have a lot of respect for Steve Bisciotti in his previous roles at Aerotek, the Allegis, and (now) the making of the Baltimore Ravens.

What is your favorite part of marketing and why?

The opportunity to continually create. My father was a head of finance and pushed his children to never stop thinking and creating. He had us contribute to what he called the “Great Idea” book. It taught me to never stop creating, which pushed me into a field of creation.

I love the competitive nature of marketing. Making sure that your brand resonates beyond the noise and drowns out your competitors is an exciting journey. Most recently, I have been into learning about how Harley Davidson’s brand found its most loyal customers – an exciting case study.

If you could have any superpower, what would it be?

The ability to see the future, kind of like the third eyed raven, a little shout out to all my Game of Thrones fans. I am currently fascinated with Virtual Reality and AI investment. If I had the ability to see where these investments were to go, I would be in a marketing paradise and obviously have quite the advantage.

What has marketing taught you that you think that other industries may not have?

The ability to continually innovate. If you are caught standing, you will get run over. There is always an alternative route to the traditional or accepted path. Marketing has taught me to never stop pushing boundaries and adapting, even with the best laid plans.

Do you have any favorite marketing blogs, books, podcasts, or other resources that you’d recommend?

I recommend the Heath Brothers, The Power of Moments, and my mainstream choices would be Forbes, Harvard Business Review, INC for those marketing sound bites all of us marketers enjoy!