February 2018 / Industry Profile

When budding singer-songwriter Samantha Tieger landed a gig at the 2015 Greeting Card Association Convention, little did she know that she actually laid the groundwork for her future career.
Peer Perspective: Samantha Tieger, GeoCentral

Samantha Tieger

Marketing Specialist, GeoCentral & Up With Paper

Cincinnati, Ohio

Could you share a little about your background and what you do for GeoCentral/Up With Paper? 

I graduated from Duke University in 2014 with a bachelor’s degree in Spanish and a certificate in Digital Media Studies. I spent my first three years after graduation as a singer-songwriter, with day-to-day activities including writing, recording, and performing in Nashville, as well as working on the marketing of my music library in conjunction with music industry PR firms. Now, I lead all marketing activities for both Up With Paper and GeoCentral, including the development and execution of promotions, email marketing, media relations, print ads, among other marketing functions.

What attracted you to the job?

What excited me about the company was the incredibly fun, unique, and diverse products I’d get to promote, as well as the chance to work with two such intelligent and creative teams in two very different industries. Being a stationery enthusiast and a rock collector, I knew I’d found the perfect position. I actually knew George White, the President of Up With Paper, prior to starting my position. When I was working as a full-time musician, he coincidentally asked me to be one of the four songwriters to perform at the 2015 GCA (Greeting Card Association) Convention in Nashville. I had no idea at the time that I was performing for my future coworkers and colleagues in the greeting card industry!

What inspired the rebrand at GeoCentral and what does it mean for the company and its products?

The rebranding was inspired by the desire to bring GeoCentral back to its roots, a company first and foremost focused on rocks and crystals. Our refreshed focus has included a more modern, fresh aesthetic that highlights both the booming trend as well as the consumer lifestyle that’s at the heart of our rock and crystal lines. Our rebranding has emerged with an updated 2018 product offering that includes mineral and crystal gifts, elevated jewelry, and trendy home décor, which has presented us with the opportunity to help our retailers grow their business. I joined the GeoCentral team at a very exciting, transitional time in the company, and I’m excited to see what the rest of 2018 brings as we continue to introduce new products and ideas.

Now that you’re so busy with the job, do you get a chance to write or perform music very often? 

I do! I still write in the evenings and record my songs at local studios on weekends. I feel lucky that in addition to the creativity that goes into songwriting, I have a fun and creative role at Up With Paper and GeoCentral.

75 Applewood Drive, Suite A
P.O. Box 128
Sparta, Michigan 49345
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