Radelys Comas, The Singing Machine Co.

Radelys Comas was recently named marketing manager at The Singing Machine Co., a manufacturer and distributor of karaoke products, in Fort Lauderdale. With her love of music and singing, her background in ad agencies and her most recent position with the company as a sales analyst, Comas says she’s a good fit for the job. Marketing is not just about creating brand recognition, says Comas, it’s also about emotionally connecting to your audience. On the job

Changing gears: As a sales analyst, I worked closely with the sales department as well as the operational department. This experience gives me a broader understanding of where we are as a company: of what products sell better, and which need a little bit of a push. I know firsthand what our inventory looks like, the struggles we bump into at times with factories and production and how those can impact our promotions. I am still transitioning between roles. I juggle between creating sales reports one minute, and strategizing with our ad agency the next.

My job: I work closely with our vice president of sales and marketing, as well as with our product manager and our in-house graphic designer. I also work with our advertising and public relations agency, creating the narratives and engaging ways to connect with our audience, and ultimately generate sale lifts.

Industry wisdom: Online purchasing and social media has dramatically changed the way consumers interact with brands. Nowadays, if a company wants to succeed, they must connect with their audience and understand that audiences are increasingly becoming more knowledgeable, driving the brand’s future. Advice to young professionals: Do the research! The moment you have an idea of what career you want to pursue, check it out. I started my university life as a chemical engineer. I followed what I assumed was the right path, and it took me a lot of soul searching and maneuvering through to get back to what I really enjoy.

RADLEYS COMAS