Greetings from Cleveland

2:00 p.m. -- Have a one-on-one with my boss. These usually take place about twice a month. I review with him details about an upcoming presentation to the Wal-Mart buyer, Valentine's Day strategies, and other current projects. We also agree to set time aside to visit various retailers. The office work is absolutely necessary for this job. But going to the stores, watching the consumers' expressions, seeing what they pick up, what they leave behind, how the racks look, and what pockets are selling is critical.

3:00 p.m. -- Meet with creative about an upcoming cross-functional team-building activity and designate responsibilities.

4:00 p.m. -- Retail signage team meets with me, so we can approve the final look of the merchandising for three holidays.

4:45 p.m. -- I'm back at my desk with no more meetings for the day. I schedule some follow-up discussions with various groups, read more e-mails, and take a look at my schedule for the following day and week.

5:30 p.m. -- Time to go home. While the official work day is over, my mind is constantly thinking about the business. When I visit any retail store or coffee shop, browse various Web sites and catalogs, I'm seeking inspiration and ideas to help drive the business.

I was at a restaurant recently and took the coaster they put under my drink. The color palette appealed to me and was consistent with the palette I saw on wrapping paper in a store in Chicago and in an ad campaign a retailer was using. Once I get home and start going through all my magazines, I get more ideas from articles, ads, or photos. With greeting cards, anything can spark an idea; my job is to execute the idea and make it profitable.

Networking is important for any career path. American Greetings is a company that is part of a global duopoly at a time when smaller firms are making a bigger footprint in the marketplace. We also manage thousands of SKUs at thousands of retail stores. As a result, the candidate who wants to be part of this unique experience needs to be focused, determined, disciplined, and knowledgeable in his or her functional area or specialty.

In greeting cards, there is little time to learn the business, so you have to be able to hit the ground running. Your résumé needs to convey a proven history of past success. Whatever career you pursue, perseverance can only help you.

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