Cover Story: Direct Marketer of the Year: Pegg Nadler
From 1979 to 1990, her direct marketing career progressed from moving art books to selling facsimile editions of ancient manuscripts from the Vatican Library, then to hawking furs in a mostly pre-Internet, fully mid-animal rights movement era. "So being able to sell through the mail and through the phone became very important," Nadler says of her 1988 to 1990 stint with Jindo Furs. Creatively working her way around the protester problem, she set up an 800 number for customers to call; secured accounts with the Home Shopping Network, Comp-U-Card, American Express and Diners Club; and mailed catalogs. Catering to the jet set, Jindo placed computer terminals at kiosks in airport waiting areas so passengers could click to buy minks before boarding.
But her first taste of database marketing, in 1990 at Metromail Corp. (now Experian), pulled her in to the direct marketing specialty. Within 18 months, she'd secured billings nearing $1 million for the marketing information, database and mail production company.
"I've certainly always been very systematic," Nadler says. "My attraction to English was that I think that speaking very clearly and getting your message across is an imperative. And probably what has attracted me to database marketing is that I've always … organized … I like to get projects done. And it probably is a very neat way of wrapping up the world."
The Problem Solver
Speaking of the global picture, Nadler's strengths include all aspects of database marketing—with the exception of in-depth statistical modeling, the implementation of which she supervises. So when she accepts a new challenge, which is usually "directing startup operations, restructuring business operations and overhauling marketing departments," she is either in charge of or overseeing every aspect of the solution.
"I've always been the person who can see the large business application and put the database together and then bring in the analytical people who will do the number crunching," she says. "So I'm really a marketer who moved into database marketing. … While I've spent all these years doing direct and database marketing, in my heart of hearts I'm a marketing, product-development, business-development person."