BBSA Alumni Gerald Erasme Heads Up Nike's Basketball Marketing Division in China

Gerald Erasme, like some 300 million others in China, loves to shoot hoops. He also has more than a passing interest in the sports business side. As Nike’s marketing director for basketball in China, Erasme is responsible for all of Nike’s basketball business.

“Basketball is the No. 1 participation sport in China, and we are the industry leader,” says Erasme, who moved to Shanghai in April. Its swoosh logo helps make Nike one of China’s most recognizable brands.

“We’re doing a good job as far as people understanding the value of our brand. I don’t think we’re quite at the same level as in the United States or Europe because the Chinese haven’t had as much exposure.”

Because of the steep learning curve in his new post, Erasme often works 12-hour days. Still, he finds time to lace up a pair of Nikes to play point guard in a weekly game in an intramural league.

“There have been times when I’ve asked myself ‘Why did I take this job?’ Then I look at the timing. The Olympics are one year away. China will be the next global superpower at some point. I am a black man working for a great brand and making history. That’s why I am here. “

China’s 1.3 billion people and growing economy make it Nike’s top growth opportunity globally, he explains. I look at basketball from the full 360 degrees, the entire marketing mix. Nike will sponsor 22 of China’s 24 sports federations, including basketball, in the Olympics in Beijing.

Before earning his MBA, Erasme worked in banking for Dreyfus. When he was looking for a graduate program, one of the attractions of the Ross School was its proximity to Detroit and family. “I also had the opportunity to meet Professor Al Edwards. That sold me. Michigan is such a great program academically, socially and in sports. Everything is at the highest level. It made the best sense. I never regretted it.”

Erasme maintains his ties with the Ross School, serving on the Alumni Society Board of Governors, contributing financially, supporting alumni activities in Shanghai and recruiting future students.

“I volunteer when I can and was incredibly flattered to be asked to join the alumni board. I get tons of e-mails and phone calls from students who are applying to the Ross School and from alumni.”

Before joining Nike 14 years ago, Erasme worked as a production assistant with NBC Sports at the Olympics in Barcelona. When the 1992 Olympics ended, he worked at the Metropolitan Athletics Congress, the New York metropolitan area’s association of USA Track & Field, where he helped organize more than 70 track and field meets. “I pursued Nike the entire time,” he recalls.

Shortly after joining Nike as an assistant brand manager, Erasme was promoted to regional brand manager, a move that took him from New York City to Portland, Oregon, where he became director of sports marketing for Latin America and Canada. He returned to New York and worked at various positions within brand marketing before his latest promotion.

“I’m constantly surprised at how quickly China’s economy is expanding, Erasme says, making it possible for more Chinese to purchase consumer goods such as Nike athletic shoes.”

Also, China is experiencing the one-child generation. “These only children, sometimes called ‘little emperors’, have a lot of buying power. Their parents and two sets of grandparents wait on them hand and foot,” says Erasme, and will pay $120 to $150 (U.S.) for athletic shoes.

Although Canadian missionaries brought the game of basketball to the Chinese in the late 1800s, it didn’t take off until basketball superstar Yao Ming, the 7-foot-6-inch center who dominated the Chinese Basketball Association in the late 1990s, transferred to the National Basketball Association.

Because the U.S. game represents basketball’s pinnacle, the Chinese watch and mimic what is happening in the United States, Erasme notes. You can’t take a cookie-cutter approach to marketing. We really understand the category very well and are able to bring enough of the basketball element and tweak it to make it appropriate for China.

The Chinese are passionate about basketball, explains Erasme, because the game allows participants, especially teenagers, the freedom to create.

“In China, much like in the United States,” says Erasme, “how well you do in high school determines the rest of your life, what college you get into and your career path. Parents place a high premium on schoolwork, so the kids are stressed. Basketball allows them to get out and express themselves.”

For the first several months after he arrived in Shanghai, Erasme says, “my head was spinning, trying to adjust to the nuances and culture. I’m from New York so I’m used to some aggressiveness, but here it’s at a whole different level. They’re more aggressive, I think, because so many people are vying for limited space and commodities.

“China has its own pace, especially in Shanghai. There’s communism and then there’s capitalism. They’re tying to learn to live with one another. It can be fascinating and frustrating to watch. All I learned about business had to be turned on its head. You have to make up a lot as you go along.”

By Mary Jo Frank

Alumni Profile - Agai Jones (MBA 2003), Country Representative, Population Services International

Agai Jones, a native Washingtonian, graduated from the School Without Walls High School and went on to complete his undergraduate degree in chemistry at Morehouse College in Atlanta, Georgia. After finishing Morehouse, he served for two years as a Secondary Education, US Peace Corps volunteer in Luderita, Namibia where he taught physics and chemistry to 9th and 10th graders. He also taught English as a second language to 12th grade students.

After completing his Peace Corps service in Namibia, he returned to the United States and worked for AARP before earning a Master’s in Business Administration from the Ross School of Business at the University of Michigan in Ann Arbor in 2003. His area of focus was Corporate Strategy and International Business. Currently he is living in Ezulwini, Swaziland and working in AIDS prevention for PSI.

Agai has worked in over nine African Countries; he especially loves Southern Africa. He enjoys jazz, DC summers, homecomings, family celebrations and Covenant Baptist Church located in Washington, DC. He dislikes “blissfully contented ignorance, kleptocracy and gum under tables and on the pavement.” The one thing that he knows for sure is that “God is and all is possible with faith, planning and action.”

Over the next few years, Agai hopes to transition from health development into economic development and entrepreneurship. He also plans to own property in at least two counties in Southern Africa. He believes that “family businesses are viable and necessary and that we must support them!” Additionally, Agai believes that “Africa needs our talents and contributions, and for those willing to educate and humble themselves, the possibilities are limitless!”

To Read the full Where Are They Now profile, click here (coming soon).

Alumni | Q&A with Shannon Bryan, MBA 1998- Senior Product Manager, Frito-Lay

The online BBSA website includes a special alumni feature section entitled "Where Are They Now?" This quarter, the BBSA is very proud to spotlight Shannon Bryan. Shannon graduated from the Ross School of Business in 1998. He is currently a senior product manager at Frito-Lay where he has worked for the past 4 1/2 years.

What is your fondest memory of the BBSA and of Ross?
It definitely was the welcome back to School BBQ of the BBSA. We gathered at the apartment clubhouse and just kicked it. I enjoyed seeing old friends after the summer and meeting the new incoming BBSA students. For Ross, I loved going and just sitting and learning from Dr. E in his office – definitely a highlight!

What distinguishes Ross graduates from those of other business schools?
A Ross graduate brings the rich learning and strategic thinking of a top business school combined with a great teamwork spirit. Ross graduates are well rounded in everything.

What are the rewards / challenges of your position?
The reward for me is that I have ownership for big brands that people know and love. I run them like I own them! The challenge is finding a good balance between long term strategic thinking and activity vs. short term demands that your business requires to deliver the expected results.

What is your long term career goal?
I would like to be the Senior Vice President/ President/ CEO of a Fortune 500 company, while maintaining a well-balanced family life.

Which is more important – having the perfect functional position or the perfect manager?
A perfect manager. There is no way to have a perfect job without a great manager. That’s the challenge in most corporate environments, managers come and go, so you have to make sure you join a company where you love the culture and respect the people.

What book would you recommend reading and why?
The First 90 Days. It’s a great business book that will help you no matter what level you are at. Each time you switch companies or even more to a new role in the same company you should read this. What you do over the first 90 days of any assignments sets your tone for success.

What is your favorite quote?
You miss 100% of the Shots you don’t take! Net takeaway for me…if you don't even try, there is no way to succeed. Take some risks.

What do you do in your spare time?
I love to spend time and play with my kids; watching them grown up (learn something new each time we are together), hanging out with my wife (she is my best friend), playing golf and taking vacations.

Black Business Alumni Association | Alumni Dinner - Homecoming 2006

The annual Black Business Alumni Association (BBAA) dinner as a part of Homecoming weekend was held on Sunday, October 29th, 2006. The event was attended by several BBAA members, including the 2006 alumnus of the year, Edward Hightowers.

Meet the BBAA 2005 - 2007 Executive Board

Chairperson...............Renee Rhoten, MBA 2000
Vice-Chairperson...............Bill Woodson, MBA 1986
Treasurer...............Duane Hart, MBA 1998
Secretary...............Charizma Williams BBA 2002
Alumni Affairs...............Ed Hightower, MBA 1995
BBSA Relations...............David Wooten, MBA 1987
Budget and Finance...............Duane Hart, MBA 1998
Development...............Chekesha Kidd, MBA 2001
Media & Communications...............open
Recruiting...............Kimberlee Burrows, MBA 2008

Alumni | Q&A with Rudy Wilson, MBA 2002 - Brand Manager of Doritos, Frito-Lay, Inc.

What was your professional background prior to business school and how did that lead you to Ross?


As a marketing undergrad at Arizona State University, I enjoyed a wonderful experience as a marketing brand intern at a company called Xyron. I absolutely loved it. My manager recommended I get into a cross functional career to start off because he felt it would help me become a better brand manager in the long run. My senior year I interviewed and was accepted as a buyer into the purchasing leadership program at General Mills. My purpose there was to learn how to deal with all aspects of the business. I did that for three years, loved the company, loved the experience; then I decided it was time for me to go to business school. I wanted to find a program that was right for me. I thought to myself, if I want to be the best, I have to go the best. I compared the top five schools (the University of Michigan being in the top 5) with the goal of finding the school that really was most like me. If I was going to spend two years of my time in business school, I wanted to be able to enjoy it. My experience during my visit to Michigan was compelling - the people there were down to earth, knowledgeable and passionate about what they were doing. They also knew how to have a good time! Life wasn’t just about a career - there were other things. I enjoyed that environment so I chose Ross.

How has your Ross experience helped your career as a marketer at Frito-Lay?

First, Ross prepared me with the education and technical training I needed. But what I value most from my experience is the team environment that we have at the school. I worked with a lot of dynamic people with different experiences, aspirations and goals. So it was almost like little mini-task forces composed of people interested in finance, international business, marketing, etc…all working together to get projects done. Learning how to apply technical skills while managing interpersonal skills was really cool. Those experiences definitely came to bear when I graduated and started working in the real world. Second, Ross did a really good job of helping to prepare me for interviewing with different companies. As a result, I was able to manage the job search process when recruiting season came around.

What makes Frito – Lay a strong marketing organization?

Frito Lay has its own direct sales force. That really allows us to have strong flexibility as an organization. We can react to consumers very, very quickly. Our sales force quickly implements our ideas tactically so we can work with consumers and create ideas from concept to finished product quickly. Another strength for Frito-Lay…well, people love our products! Frito Lay is fun food. It is really interesting when you work with a product that people know. When I mention to people that I am the brand manager for Doritos, it is an automatic 10-minute conversation! Additionally, from a career management standpoint, Frito-Lay gives employees a lot of responsibility from day one as an assistant marketing manager. For people who like that kind of challenge, it really puts you into an exciting place.

How long have you been with the company and what has been your career progression to-date?

I’ve been with Frito Lay for about 4 ½ years. When I came into the company I started out as an assistant marketing manager with Tostitos. For two years, I ran the day-to-day management of the business as well as the college sports strategy for both college football and basketball. Within that, I also ran the Tostitos Fiesta Bowl, which included a National Championship game. After the 2nd year working with Tostitos, I wanted to try something new. I had a great opportunity to get into a position developing a customer innovation strategy. The idea of customer innovation was to investigate whether or not Frito Lay was in a position to develop exclusive products for key customers. After about a year, I was excited about my new opportunity on Sun Chips. I worked on the re-launch of the brand, which included in store activation, equity development and cause marketing (i.e. Susan G. Komen). I’m very proud of what we did as a team on the brand. That leads me to my current position as brand manager for Doritos. As brand manager, I am responsible for the equity strategy which encompasses brand communication (i.e. advertising) and brand innovation. One of the biggest things we are working on right now is a promotion called ‘Crash the Super Bowl’. We are giving consumers the opportunity to create an ad about what they love about Doritos. The top 5 ads will be posted on our website and consumers all across America will vote on their favorite. The winning ad will actually be played during the super bowl.

What advice do you have for current students interested in marketing careers at Frito – Lay?

Two suggestions. First, make sure you are aware of every single thing going on in the market. When I was at Michigan I subscribed to Brandweek and I read it every week. Magazines like Brandweek give you a good understanding of what is going on in the industry from a practical standpoint. It’s really important that you be versed on the marketplace. Another thing is, as a marketer sometimes you have to put your ‘consumer lens’ on. I think its easy to forget to leverage that. It’s tough too because while marketers are certainly not the typical consumer, it’s still important to be able to use you own intuition to make sure you are making practical business decisions.