Jeff Perttula - Marketing & Business Development, BASE Hockey

Jeff Perttula

Marketing & Business Development, BASE Hockey

I run the marketing and a lot of the business development for a custom hockey stick company.

What is a typical day like for you?

I get up and catch the hockey news and highlights with breakfast and head into the office. On my way to work I review various social media channels (RSS Feed, Twitter, Facebook etc.) for updates on the industry or our company.

There are a number of different things that might make up the rest of my day. I might be planning and executing an installation at a local hockey event. I could be planning and designing the next marketing campaign or meeting with potential partner organizations. I might even be on the ice with our high speed cameras doing skill development with youth hockey players.

Depending on the day of the week or time of year there is a lot of variety in my job.

What is the most enjoyable part of your job?

There are two things that are really great about my job.

Number 1 – I get to work at a hockey company. I love playing sports and working in the athletic industry is the closest that I ever came to getting paid to play sports.

Number 2 – The variety. With a small company everyone has many different roles and responsibilities, which means I am doing something different every day.

What is the least enjoyable part of your job?

With my job there is no such thing as a regular 9 AM – 5 PM workday. Sometimes I am up and on the ice at 6 AM. Sometimes I am packing and prepping for an event until midnight. You simply have to put in as much time as necessary to get the work done. This sometimes means less sleep and less time with friends and family.

Explain the path you took to get to this job (education, internships, etc.).

I completed my undergraduate degree in Physics. As part of that degree I was enrolled in a co-op program and had a number of different internships in everything from radio broadcasting to working for a nuclear power company. One of the most important things that I took from these internships was that I was able to figure out what I liked about each job/company and also what I didn’t like.

After completing my degree I got a job doing community outreach and events coordination. After two years in that position, I decided to complete my MBA.

While I was back in school I found out about BASE Hockey and realized it had a lot of the things that I was looking for in a company and job. I reached out to the president of the company and expressed my interest in working with them, and although they did not have any jobs available at the time something opened up a few months later.

Who or what was the greatest influence that set you on this path?

I have been lucky to have a vast number of positive influencers in my life; teachers and professors, coworkers, coaches and particularly my parents and friends. It is difficult to identify one in particular that has had the most impact, as there are a number who have significant and lasting effects on how I ended up where I am today.

What advice would you give others seeking a similar job?

Each person has their own unique value proposition. You need to find out what it is that makes you different from everyone else, and then use that to help to sell yourself to potential employers. You need to be able to stand out from the crowd and prove your worth to get the job you really want.

How does your job make a difference?

In teaching youth the proper skills to succeed in the game of hockey, we not only help them to learn but we also are able to keep them active. Helping to influence the next generation of hockey players is a very rewarding experience.

How do you use science, math and technology in your job?

There is a lot of biomechanics and physics in the analysis and teaching the proper hockey shot. We use high-speed video cameras to capture and analyze each person’s shot. We then make sure that they are using the proper posture and movements to transfer as much power and energy into their shot as they can.

I also use a lot of digital media and design work to produce our website, posters and other marketing material that we use to promote our products and services.

In addition everything that is done in business is evaluated through the return on investment which requires calculating the value and financial impact of a particular action.

Is there one course you wish you had taken in high school but didn’t? Why?

There was a course that was offered at my high school in Health Sciences. Looking back now I wish that I had taken that class so that I had a better background and understanding in human kinetics and biomechanics.

What makes this job right for you?

The combination of my interest in athletics as well my background in marketing qualifies me for the needs of my job.

What's the most bizarre or silliest thing you’ve ever done in this job?

On a somewhat regular basis BASE Hockey employees will setup a radar gun and stay after work to have competitions to see who has the hardest shot. These have been known to last for upwards of two hours with each person doing whatever they can to “win” the hardest shot competition. There are no prizes awarded and often result with only sore muscles and bruised egos.

What activities do you like to do outside of work?

I still play hockey 2 to 3 nights a week year round. In the summer time I like to spend days off sailing, playing softball, soccer or hiking. In the winter time I spend as many days off as I can skiing one of the local mountains.

You just won $10 million! What’s the first thing you’d do?

Take a few weeks off to go either sailing in the Mediterranean or skiing in Europe. After that something a little more practical like paying off some debts and investing it in the stock market.

CurioCity Careers

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