Dee (Diane) Farrell

Trailblazer
DISC Type : DI

Faculty, Lake Forest Graduate School of Management at Lake Forest Graduate School of Management

Greater Chicago Area, United States

Overview

Dee Farrell is the founder of Strasmark, a consultancy dedicated to helping brands win at retail. With over 35 years of experience in the toy, gift, and beauty industries, she is an expert in strategy, marketing, and business development. She holds an MBA from Northwesterns Kellogg School of Management and is described as passionate, driven, and results-oriented.

Outside of her extensive business career, Dee has a strong background in the arts. She earned her Bachelors degree in Music Performance from Northwestern University, showcasing a creative foundation that complements her strategic and entrepreneurial mindset. Her career reflects a blend of analytical business acumen and a passion for innovative products.

Unique fact: Dee holds a Bachelor of Music Performance, a distinct background for a career focused on corporate strategy and retail success.

Personality Overview

Values Relationships

Assertive

Friendly But Fast

If they come to believe in your value proposition, they will be your champion.  They do not mind taking risks and can make hard decisions, if necessary. They respond better to a combination of speed and relationship.

Topics They Care About

Winning at Retail
Her company, Strasmark, was founded to help great products get noticed, sold, and scaled by connecting them with the right retail buyers.
Go-to-Market Strategy
She specializes in helping brands with messaging, pricing strategy, and building comprehensive plans to ensure products resonate with retail buyers and succeed on the shelf.
The Power of Play
With deep roots in the toy industry and involvement with the American Specialty Toy Retailing Association (ASTRA), she recently oversaw its Certified Play Expert training.

Media Appearances

Dee has no verified media appearances

Work History

1-2020 - 6-2024
Faculty, Lake Forest Graduate School of Management at Lake Forest Graduate School of Management
11-2018
President & Founder at Strasmark, Inc.
11-2018 - 1-2020
Vice President Marketing & Business Development, US at Hape Holding AG
1-2005 - 5-2018
Owner, Executive Vice President at Neat-Oh! International, LLC
1-2000 - 1-2004
Director, Corporate Performance at Open Text Corporation

Education

2000 - 2002
MBA from Northwestern University - Kellogg School of Management
1981 - 1985
BA Music from Northwestern University

More Information

Social Presence :

Prographics :

Exp : N/A Location : Greater Chicago Area, United States Job Level : N/A Designation : Faculty, Lake Forest Graduate School of Management at Lake Forest Graduate School of Management
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Insights For Selling To Dee (Diane)

During A Call Or A Meeting

DO's

  • Talk about yourself and some of your achievements at the start of the conversation
  • Keep your pitch focused on the impact but nurture the relationship too
  • Help them visualize the impact of their decision

DONT's

  • Don’t force involvement of other stakeholders unless it is critical
  • Don’t hesitate from asking them how they truly feel about your product
  • Don't make any commitments that you might not be able to fulfill

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Dee (Diane) is

  • Relationship and product conviction matter equally, followed by a sense of achievement.
  • Will you ever get a clear answer from Dee (Diane)

  • If they are not convinced, they will say no albeit in a friendly manner.


Insights For Deal Planning

    How fast (or slow) will Dee (Diane) move?

  • If you earn their trust and they develop faith in the product, they can make decisions quickly.
  • Can Dee (Diane) take some risk or not?

  • They can take risks if necessary.

You And Dee (Diane)

Personality Compatibility


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