Cuddly toymaker technology and marketing are linked at Build-A-Bear Workshop. Chief marketer Teresa Kroll and Chief Information Officer Dave Finnegan have created a partnership that’s evident in everything from the company’s most recent e-commerce redesign to a new store concept coming this fall. Because its customers are interacting both with real-world stores and extensions online, there was no choice but to link marketing and IT.
“Our hiring process also reflects the integration of the marketing and technology departments. Someone interviewing for a marketing role will be reviewed and mutually agreed upon by both Dave and I because compatibility between our teams is so inherent to the day-to-day work of our teams and the success of the company.”