Name: Terra Teat
Age: 39
Job Title: CMO
Company: JLab Audio
Years in the Industry: 8
Education: Northern Arizona University
Dealerscope’s 40 Under 40 Honoree 2021
Describe your current role.
At JLab, I lead a team of passionate marketers to tell the JLab story. We’re an innovative, scrappy team who love to talk product and grow JLab awareness across all channels.
What accomplishment(s) are you most proud of?
Professionally, JLab has grown to be the #1 true wireless brand and a top brand globally — and I’ve been crucial in that growth over the last eight years.
What do you like best about your job?
I love telling product stories — from positioning JLab products vs. competitors in the market to crafting and helping customers find the best headphones for them from our broad assortment (Try the quiz at jlab.com/quiz!). The diversity of working for a smart, scrappy brand means that you’re always innovating and evolving – and we’re so fast-moving, too, that I’m always on my toes.
What technology are you most excited about at the moment?
I’m most about the technology I can’t tell anyone about yet … but true wireless technology in headphones has added an element of ease to using headphones and improving people’s everyday lives. People can transition from a work call to a podcast and even take a clear call without people hearing the dog barking — those simple technologies like noise-canceling mics and true wireless make everyday challenges go away.
Who in the CE or technology industry do you look up to, and why?
JLab CEO Win Cramer is the best leader I’ve had in my career. He loves product — which is critical to marketing — and he empowers employees to ‘do what you think is best’ — a class line he uses often.
What career advice would you give to people just getting started in the CE or technology industry?
Consumer electronics is a fast-moving, always-changing industry. It’s fun and challenging if you have a flair for innovation and if you function well in the gray area. If you want a black-and-white career — this may not be for you.
What, in your opinion, is necessary for the CE/technology industry to thrive in the next five years?
Competition makes us all better. JLab challenged the audio industry years ago to stop over-charging for headphones and earbuds. We kept brands honest with their prices and will continue to do that as new technology like true wireless is introduced to the market.
