W4K employs a Strategic Marketing Director, whose sole responsibility is to oversee all marketing-related activities for the organization.  The Marketing Director reports directly to Mr. Ryan so that he can stay closely involved in key aspects of the company’s marketing plan.  This position is currently occupied by Annette Robins, who was recruited by Mr. Ryan soon after he took over leadership of the company.  Ms. Robins has an MBA from the Post School of Management, as well as 10 years of marketing experience with a major toy manufacturer.  Ms. Robins has one marketing assistant, along with one summer intern she hires each year from the local college’s marketing program.  

In order to maintain close ties between the Sales and Marketing departments, the organization is structured so that all Sales Account Managers participate in monthly marketing planning meetings and help with marketing programs when appropriate.  Due to the wholesale nature of W4K’s business, joint marketing programs with distributors are vital and common.  Account Managers often become quite involved with joint marketing activities and thus work closely with the marketing department.  In addition, this structure enables the marketing department and Account Managers to design tailored marketing programs for potential customers when appropriate.