The Marketing Club of New York (MCNY) celebrates each of our Silver Apple honorees with a profile that dives into their career and goals. We spoke with honoree Jan Chandler, Division VP, Media Solutions, Wiland prior to the Awards Gala in November 2022. Sadly, Jan passed shortly after. We celebrate her achievements and all she has given to the marketing industry in memoriam. This is her story.

How did you find your way into marketing, and into data in particular?

It was an accident, but a fortuitous one. I was looking for a job with flexible hours when my children were young and started to work in customer service and processing at Neodata, a subscription fulfillment company. 

I started my career in marketing by processing the responses — and some complaints — as a result of direct mail and marketing campaigns. Now, in my current role, I’m creating audiences for marketing campaigns. 

It’s a small world and I enjoy working with clients who have spanned my roles at both companies. 

What really hooked me on data was the fact that a code on an offer could be traced back to a list, location, and selection methodology. Mind blown! 

My role at Wiland allows me to look at data in many contexts to tease out the most information for action. Data tells a story and marketing is all about telling the right story to the right audience.

Name a favorite career highlight to date.

Besides the Silver Apple Award? That’s a significant highlight for me! 

There are many, but I’ll give you my top three:

1. Relationships – This industry is filled with the best and brightest and it’s fulfilling to have relationships that span decades.
2. Mentoring – Helping the next generation navigate the exciting world of marketing and understanding that it comprises a variety of skill sets. I created and currently run a mentor program at Wiland, pairing more experienced employees with those with less tenure, preparing them for career growth and setting their foundation.
3. Being part of the launch of the publishing industry team at Wiland – We’ve grown it into a nice business sector and have helped numerous clients find solutions to marketing and data challenges. 

The consumer data landscape seems to be at a crossroads of critical change. How do you lead brands into an understanding of this new world?

This is the kind of conversation that gets me excited, as data can be a great driver for decision-making. The first step is to look at what data you have, and how you’re using and collecting it. Knowing all the interactions with a consumer is powerful and first-party data is a pot of gold. 

I advise clients to start with the end in mind: What do you want to know, what information do you have, and what information is needed? Knowing more about your customers allows you to strategically approach advertisers, serve content that is of interest, and meet your customer where they are on their life journey. It’s like peeling back an onion and making new decisions based on the presence of more data.

Tell us about someone who had a marked effect on your career trajectory. 

Again, there are so many, but one person really believed in me at the start of my career and pushed me to get outside my comfort zone on many occasions. She was tough when she needed to be, but also willing to take the time to coach me as a new manager. She was a role model of what could be possible in our business, and she helped me to create a path forward toward my career goals. Thirty-plus years later, she’s still a trusted advisor. 

Do you have a favorite data story to share — regarding advertising, or otherwise?

My favorite story shows my age: Driving to the Denver airport with a magnetic tape that had to get to the printer via airplane overnight. The tape contained a magazine label file.

What’s the best business/career advice you’ve received?

Never stop learning; stay curious. 

What’s one key piece of advice you’d give to a person choosing to enter the marketing world?

Go for it! There are so many opportunities in this business that there’s something for everyone. Design, analytics, sales, content…the list is long and opportunities are plentiful.

Peer into your crystal ball, what’s next in the world of marketing?

Diversification: Companies are pivoting to new products/services/offers to increase ROI. Marketing will be essential for brand awareness and selling these new initiatives. 

Tell us something surprising about you. 

I was a late-in-life student and received my Master’s degree in 2014.

What are a couple of your favorite outside interests? 

My four grandchildren are the light of my life and I spend a lot of time cheering them on in their various sports endeavors. I like to travel and read and will listen to just about any live music.

Do you have a hidden skill? 

My green chile is legendary! People outside of Colorado and New Mexico may not be familiar with this dish, but it’s full of roasted green chile and can be dialed up or down in heat. I hate to brag, but I did win the inaugural chile contest at Wiland.