# Paola Masman

Paola Masman leads Masman Media, a marketing and communications agency whose work includes helping manufacturers, workforce and education programs, and economic development organizations explain their work and attract people to high-tech careers.

- Profile: https://b2binfluencer.marketing/creators/paola-masman/
- LinkedIn: https://www.linkedin.com/in/paola-masman-86aa4874
- LinkedIn followers: 1,449
- Topics: cybersecurity, b2b-marketing, content-marketing, workforce-development
- Based on 24 dated posts, latest 2026-10-01

## Summary

Paola Masman is useful for explaining advanced manufacturing and technical careers to students, workers, and communities.

- Best for: A statewide manufacturing and workforce coalition seeking career awareness and partner co-promotion.
- Not for: A national cybersecurity software vendor seeking sponsored product comparison, demo tracking, exclusivity, or reach guarantee.
- Check first: Confirm LinkedIn follower analytics by industry, seniority, job function, and location, plus comparable campaign results.

### Takeaways

- At CESMII event, they said top-of-funnel marketing can help more people see advanced manufacturing as a career.
- They recast hands-on work as a first choice rather than a fallback.
- Posts on Virginia Tech and Mississippi State highlight mentorship and clear pathways to mission-driven work.

## Main ideas

- **You cannot market an industry you have not stood inside**: Masman treats industry knowledge as a precondition for credible marketing, not a side benefit. At a CESMII advanced-manufacturing roadshow in Ohio, they wrote that marketing is their lane but “you can't help organizations grow if you don't understand the industries they serve,” and described continually learning what partner organizations are working on. The same reasoning runs through posts about visiting labs, campuses, and manufacturing floors instead of working only from a brief.
- **Talent pipelines start with awareness, not job postings**: Masman's priority is early-stage awareness: helping people who would not otherwise consider a field see themselves in it. In posts about manufacturing, they argue that supporting U.S. production takes more than funding or facilities, because "we need people who can see themselves in the opportunity," and that this depends on clear pathways, strong partnerships, and storytelling.
- **Career tech was never the backup plan; the opportunity changed**: Responding to a Columbus Dispatch headline, “Is Career Tech Finally Cool?”, they argue career tech has always been worthwhile; what changed is the opportunity. Advanced manufacturing, semiconductors, defense tech, and automation jobs now let Ohio students build careers without leaving the state. They credit educators, workforce organizations, and industry partners with years of work to make hands-on careers read as a first choice rather than a fallback.
- **Manufacturing is a people story, not a facilities story**: They consistently reframe industrial work, shifting the focus from machines and buildings to the people and communities around them. Manufacturing, they argue, is about people, opportunity, and communities, which is why brand and marketing work should make the value of that work legible to outsiders.
- **Partner stories are told from inside, and reviewed before they are told**: Their team visits institutions, interviews the people doing the work, and produces material such as a workforce development documentary, noting when content was approved to share. They apply the same approach beyond manufacturing to defense and cybersecurity, where they argue the country needs a deep, diverse workforce to stay ahead.

## Work to read

- [Masman Media turns 9](https://www.linkedin.com/posts/paola-masman-86aa4874_masman-media-turns-9-nine-years-ago-this-activity-7455255798051618817-He0M)
- [Standing alongside U.S. manufacturers](https://www.linkedin.com/posts/paola-masman-86aa4874_not-every-day-in-marketing-looks-like-this-activity-7475651954287980544-m1pb)
- [Reading a career-tech headline](https://www.linkedin.com/posts/paola-masman-86aa4874_i-was-thrilled-to-see-this-headline-in-the-activity-7417001802153398272-vUV8)
- [At a manufacturing roadshow, handed the mic](https://www.linkedin.com/posts/paola-masman-86aa4874_yesterday-i-had-the-chance-to-attend-the-activity-7425696337813258242-OgIr)
- [On campus with cybersecurity students at Virginia Tech](https://www.linkedin.com/posts/paola-masman-86aa4874_what-a-day-at-virginia-tech-we-spent-time-activity-7404278684792291328-5C0Y)
- [Inside the U.S. Army Research Lab](https://www.linkedin.com/posts/paola-masman-86aa4874_pa-approved-and-proud-to-share-a-few-photos-activity-7415410810300166145-pGw7)
- [Producing a workforce development documentary at the Pentagon](https://www.linkedin.com/posts/paola-masman-86aa4874_highlight-of-2025-the-privilege-of-spending-activity-7417992031102361601-ii4R)

## Brand relationships

- **Masman Media** (owned_business)
- **VICEROY** (disclosed_partnership)
- **U.S. Army Research Lab** (mention)
- **The Pentagon** (mention)
- **Virginia Tech** (mention)

## Partnerships

Paola Masman’s posts frame partnership work as agency client and program relationships, not a published sponsorship offering. Through Masman Media, they describe producing a workforce development documentary with access to the Pentagon and its TV studio, capturing stories during a U.S. Army Research Lab visit, and partnering with cybersecurity talent programs such as VICEROY at Mississippi State University and Virginia Tech. Other posts connect the work to Ohio manufacturers, Intel’s Ohio One construction, and Columbus State’s planned advanced-technology center. Masman Media is described as serving clients in manufacturing, workforce development, education, economic development, and public-sector work. The posts don’t list sponsorship formats, rates, audience guarantees, deliverables, exclusivity terms, or editorial conditions. Nor do they publish a media kit, rate card, or partnership inquiry route. The relationships are framed as client and mission work rather than paid brand placements. A brand considering an engagement should ask directly what a paid arrangement would involve: scope, deliverables, timing, disclosure, and who holds editorial control.

## Alternatives

- Howie Beigelman: For the same advisory-board decision, Howie Beigelman is the stronger choice for an economic-development pitch to deep-tech, defense, aerospace, or Israeli-founded companies considering a U.S. base. The posts build a place-based case for Ohio and the Midwest, citing Wright-Patterson Air Force Base and the Air Force Research Laboratory, Starlab at Ohio State, Blue Abyss near NASA Glenn, additive manufacturing in Youngstown, Ohio’s aerospace supplier base, and Ohio House Bill 188. If the board needs someone to explain how to recruit founders and site-selection decision-makers, this case is more directly on point than Paola Masman’s student- and career-path storytelling.
- Heather Jackson: Heather Jackson is the better choice for an employer-led talent pipeline within a state workforce ecosystem, especially in Indiana or a similar region. The posts show board-level work with TechIndiana, the INCAP initiative, the Build the Pipeline Summit, and iXplore. They argue that students experience careers, education pathways, and workforce opportunities as disconnected pieces. If the advisory board needs someone to explain how employers, educators, workforce organizations, policymakers, and communities can build clear routes from exploration to learning to employment, these examples are more specific than Paola Masman’s broader manufacturing and workforce messaging.
- Allison Dadoun: Allison Dadoun is the stronger alternative for global or enterprise-scale workforce strategy. The posts describe representing ManpowerGroup’s SmartStart workstream with the World Economic Forum, participating in Climate Week NYC conversations with McDonald’s, ServiceNow, EY, IBM, PwC, and Microsoft, and connecting workforce preparedness to AI, advanced manufacturing, semiconductors, energy infrastructure, and supply chain. If the advisory board needs to understand how large employers and global institutions frame career readiness, credentials, mentorship, and AI literacy at scale, these details are more directly relevant than Paola Masman’s posts.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/