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peischel @ top of mind marketing in istanbul

Janet Peischel, Owner, Being Top of Mind 

Janet spent her career in a variety of marketing and communication roles. Financial services industry experience includes time at an investment banking firm and as a Sr. VP in Tech Marketing at Bank of America. She wrote proposals for Price Waterhouse and managed a CRM rollout for Fremont Bank.

But when the recession of 2009 found her laid off once again, she faced the cruel reality that she was no longer employable. Nobody was interested in her years of experience, that she was a versatile team player with a Masters degree who stayed on top of technology trends. A hardworking professional whose knowledge transcended marketing genre. She had aged out.

Key phrases used in job postings that are designed to discourage those over 40

When you read a job post and see descriptors like “fast-paced, “closely knit” or “operate in a high-pressure environment with tight deadlines”, know that they’re trying to screen out candidates who are over 40. It’s not that we can’t perform at a high level, but there’s a perception that we can’t meet these requirements.

So what do you do when you’re out of work in the worst economy known to man?

You start your own business. “I began with a mailing. I created a list of potential small businesses that met my target audience specs and sent postcards. I got one client from that effort, a divorce lawyer, and that was the beginning of my little marketing business. It took a long time to stabilize, and economic cycles remain a reality. Owning your own business means that you’re either crazy busy or worried that you’re not crazy busy. You’re always working or thinking about working. You will make mistakes and hopefully learn from some of them.”

It’s time for Being Top of Mind

“I continue to evolve. Top of Mind Marketing and now Being Top of Mind. For all of us in the 50+ age bracket who can no longer find a job, it’s time for us. To be there for ourselves, for our colleagues and friends who are doing amazing things. To continue to learn. To indulge our passions for travel and exploring new cultures. To volunteer, to get involved in our communities and support just causes. To not be afraid to try new things, including starting our own businesses.”

For those who are retired and find that they miss the structure, the challenges and rewards of being involved in the workforce, it may be time to repackage those years of experience and put them back to work. It’s time for each of us to be top of mind for ourselves. Being available. Being authentic.

“In my new evolving role of Being Top of Mind, I’m going to discuss business software—the tools you need to be competitive, with an emphasis on ease of use. A startup doesn’t need enterprise applications—we don’t need SalesForce or HubSpot. But we do need tools that are affordable, accessible and will help us get more clients.

“I’m a travel junkie who began traveling solo in my 20s

I love to travel and I’m always planning my next adventure. Next up? Toulouse in February. My friends and colleagues ask me how I can go places by myself and not be afraid. They want to know how I get around. (I’m a whiz when it comes to public transportation.) Airbnb, VRBO and other travel destination sites have revolutionized travel, making it affordable for the masses. I’m going to share some insights on travel sites, locales, tools and how to get around. How to make the most of your vacation time.

“I’m also going to be writing about other lifestyle issues, products and trends of our 50+ population. We represent a huge market that’s vocal, active, and determined to stay active and involved.”

Janet grew up in the Pacific Northwest but has lived in the San Francisco Bay Area for more than 25 years. She now lives in the Napa Valley. Janet has a BA and MA from the University of Washington. Contact her today to talk about your project. 

Deeply Commited

Still get excited about helping our clients build their businesses.

Efficient

We get stuff done. Ability to meet deadlines and produce deliverables.

Highly Skilled

Easy. A wide range of marketing services in one place.