Steven Osterloh likes to have options. After receiving a BA in Marketing from Texas Tech University, Osterloh turned down a career at his father's medical software business. His job search eventually led him to Wallace Computer Services, where he worked as a sales representative.
During his time at Wallace, Osterloh developed his craft by handling some large proposals at a young age. Two years later, he was ready to transition from sales to marketing, but with Wallace that meant relocating to Chicago. "I was engaged to be married [...] and with a new small-town Texas bride about to join me, Chicago wasn't in the plans," Osterloh recalled. It was back to the job hunt.
During this time, Osterloh came across "a company relocating its headquarters to Dallas." That company was Midlothian, Texas-based Ennis Inc. "I didn't know about Ennis since they sold through distributors, and as a direct sales rep, I had a couple manufacturing locations within Texas," Osterloh said. "I almost didn't get the job because I was a 'sales guy.'"
Today, Osterloh serves as Ennis Inc.'s vice president of marketing. Read on as he opens up about himself and shares his thoughts on the industry.
Print+Promo (P+P): How do you set goals for yourself? For your business?
Steven Osterloh (SO): I try to set big picture goals versus smaller tasks. I usually have three to five major goals on both a personal and professional basis each year. A couple are reached quickly, a couple take some time, and a couple get changed because the target has moved.
P+P: How does the economy continue to affect the industry?
SO: Lately we've seen this through further consolidation of the distributor channel. The mid-size distributor is disappearing. The large distributorships and corporate consolidators are leaving a big hole in the middle of our industry.
P+P: How does your company remain nimble and ahead of the curve?
SO: Good people. Good decisions. Great effort.
P+P: What do you expect to be some of the biggest changes/challenges the industry will face?
SO: I love sports and I love sports analogies. We must get younger at that position. If we can get younger people into the industry, we will also get their ideas and enthusiasm. In marketing I am surrounded by young people. My number-two in eCommerce has the passion and love of the challenge that I had 15 years ago. If we keep our industry strong by infusing this younger blood, in 15 years we will be reading about her in the industry magazines.
P+P: What keeps you up at night?
SO: I'm still relatively young. When I look at the changes to our industry from 1996 to today, I see an industry that has evolved and embraced technology. Some of this technology has negatively affected our companies, while the same technology is opening doors in other segments. As I am about to celebrate my 40th birthday I wonder, what will the industry look like in three to five years? My prediction: I expect it to change more in the next three to five than it has in the last 15 [years].
P+P: What do you think is the most exciting, cutting-edge thing your company is doing right now? Why?
SO: Using our technology, EOS Touchpoint, to drive sales of all our product lines. The sales impact that we've been able to make at a smaller location such as our Coshocton, Ohio facility immediately shows on the bottom line. When you find the right distributor and the right application of the technology, the doors keep opening.
P+P: What would people be surprised to learn about you—hobbies, special interests, etc.?
SO: I love watching, playing and coaching sports. I'm a glass-is-half-full guy. I believe tomorrow is always going to be better than today. I knew my life was great when my son told me that he was proud of me.