Paola Masman

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.

When a workforce development breakout session handed them the microphone for two minutes, they argued that top-of-the-funnel marketing helps more people see advanced manufacturing as a career path, closing with “awareness matters, storytelling matters, meeting people where they are matters.”

The agency’s nine-year anniversary post traces this habit back further: before founding Masman Media, they worked as a lobbyist and media director representing manufacturers, farmers, and ranchers, and saw how often strong organizations needed more support in marketing, communications, sales, and talent recruitment.

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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.

A post about time spent on manufacturing floors says the country needs more things made in the U.S. and that this future depends on workforce training, career awareness, stronger talent pipelines, better storytelling, and brand and marketing that help people understand the value of the work.

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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.

They point to Intel and Anduril investing in Ohio and praise Columbus State's Ohio Center for Advanced Technologies for training in advanced manufacturing, IT, and biotech. A post about VICEROY students at Mississippi State credits a clear cybersecurity pathway and real mentorship with opening doors to national-security roles.

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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.

A post about standing alongside U.S. manufacturers describes the work, skill, innovation, and grit behind domestic production and states the agency’s mission: helping manufacturers, workforce partners, and economic development leaders tell their stories and reach the right people. A post on Intel's Ohio One update presents the investment as jobs, local business support, and a long-term talent pipeline for Ohio communities.

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They apply the same approach beyond manufacturing to defense and cybersecurity, where they argue the country needs a deep, diverse workforce to stay ahead.

A post about the Pentagon describes interviewing stakeholders in the in-house television studio for a workforce development documentary and thanks those who coordinated access.

• At the U.S.
• Army Research Lab, they describe listening to teams working on innovations that may not appear for 40-plus years and say the content was approved for sharing.
• A Virginia Tech post says the team is “grateful to help amplify these stories” about students securing underwater communications, and a Mississippi State post credits VICEROY with connecting students to purpose, mentors, and employers in national security.

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In a nine-year anniversary post for the agency, Masman traces the business back to earlier work as a lobbyist and media director representing manufacturers, farmers, and ranchers.

• They say that work showed how often strong organizations lacked support in marketing, communications, sales, and talent recruitment.
• The post names the client areas the agency now serves: manufacturing, workforce development, education, economic development, and public-sector work.
• It is the clearest single account of what the practice is and why it exists.

For brands planning a campaign

Use this as the positioning anchor when briefing teams on whether Masman fits a campaign aimed at industry, education, or economic-development audiences rather than general consumer marketing.

After spending time on manufacturing floors, Masman argues that if more goods are going to be made in the U.S., manufacturers need support through workforce training, career awareness, stronger talent pipelines, and storytelling that helps people understand the value of the work. They frame manufacturing as "people, opportunity, communities" rather than machines and facilities, and state the agency's mission in those terms.

For brands planning a campaign

Useful for campaigns where the challenge is changing perceptions among students, parents, or career changers evaluating manufacturing work—not simply raising awareness.

Masman reacts to a Columbus Dispatch headline, "Is Career Tech Finally Cool?", arguing that career tech was always cool and that what has changed is opportunity. They point to Ohio jobs in advanced manufacturing, semiconductors, defense tech, and automation; name Intel and Anduril as examples of companies investing in the state; and credit educators, workforce organizations, and industry partners with years of work changing perceptions so that hands-on careers read as a first choice rather than a backup plan.

For brands planning a campaign

A model for campaigns that turn a news moment about local investment into a message about career pathways and recruiting.

Masman attends a CESMII roadshow in Ohio on advanced manufacturing and writes that although marketing is the agency's lane, "you can't help organizations grow if you don't understand the industries they serve." During a workforce development breakout session, they were handed the mic for two minutes and argued that top-of-the-funnel marketing matters for getting more people to see advanced manufacturing as a career path, closing with "awareness matters, storytelling matters, meeting people where they are matters."

For brands planning a campaign

Relevant for campaigns that need both strategy and an on-the-ground presence at industry events, not just content produced remotely.

A campus visit post describes time with VICEROY students and faculty at Virginia Tech working on hands-on problems such as securing underwater communications against cyber attacks. Masman frames the visit as amplifying stories that build a cybersecurity talent pipeline for national defense and writes that the team is "grateful to help amplify these stories."

For brands planning a campaign

Points to campaigns targeting universities, defense-adjacent employers, or technical programs that need student recruitment content grounded in real projects.

Masman shares photos from a visit to the U.S.

• Army Research Lab and describes listening to teams working on innovations that may not appear for forty-plus years.
• They connect the work directly to talent, saying that staying ahead requires a deep, diverse cybersecurity workforce, and note that the content was approved for sharing.
• Colleagues are tagged in the post.

For brands planning a campaign

Useful for campaigns requiring site access to secure facilities and coordination with communications or public-affairs approvals.

Masman describes a day inside the Pentagon, including stepping into the in-house television studio to interview key stakeholders for a workforce development documentary the team was producing. They connect the work to a personal memory of Air Force museum visits and air shows, thank those who coordinated access, and note that the content was approved to share.

For brands planning a campaign

Relevant for campaigns that need long-form documentary or interview production with defense and government stakeholders.

In one post, they describe being handed the mic at a workforce development breakout to explain how top-of-the-funnel marketing helps more people view advanced manufacturing as a career.

• Another frames Masman Media's mission as helping manufacturers, workforce partners and economic development leaders tell their stories, reach the right people and build momentum for American industry.
• A third connects training labs, manufacturing floors, classrooms and workforce programs with the need for clear pathways and visible stories.

Event participation, on-site observation and top-of-funnel messaging linking industry demand to human opportunity.

For brands planning a campaign

A manufacturer, workforce board or training provider could evaluate Paola for an awareness campaign linking skills training to career identity and community benefit, rather than leading with equipment or facilities.

Examples: Source 1 · Source 2 · Source 3

A post about a Columbus Dispatch headline, “Is Career Tech Finally Cool?”, argues that career tech has always been worthwhile and that Ohio's advanced manufacturing, semiconductor, defense tech and automation jobs now let students build careers without leaving the state.

• A related post praises Columbus State's Ohio Center for Advanced Technologies for training in advanced manufacturing, IT and biotech.
• Another describes VICEROY students at Mississippi State whose cybersecurity pathway and mentorship opened doors to national security roles.

For brands planning a campaign

An educational institution, career-tech program or employer coalition could use Paola to shift parent, student and counselor perceptions by showing real pathways and outcomes instead of relying on abstract encouragement.

Examples: Source 1 · Source 2 · Source 3

Paola describes a PA-approved visit to the U.S.

• Army Research Lab, where teams are shaping innovations decades ahead and a deep, diverse cybersecurity workforce is needed.
• They also recount spending a day inside the Pentagon interviewing stakeholders for a workforce development documentary, and visiting Virginia Tech's VICEROY students working on real-world challenges such as securing underwater communications against cyber attacks.
• A Mississippi State post credits VICEROY with connecting students to purpose, mentors and employers supporting the Department of War.

Campus visits, interviews, documentary production and access-based storytelling inside research and defense environments.

For brands planning a campaign

A defense, cybersecurity or national-security employer could evaluate Paola for recruitment and awareness work that uses firsthand access and documented examples to make mission-critical careers concrete for students and early-career talent.

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A post on Intel's Ohio One construction timeline update welcomes the jobs, local business support and long-term talent pipeline benefits for Ohio.

• A Columbus State post presents the Ohio Center for Advanced Technologies as forward-thinking training for high-demand careers.
• A CESMII roadshow post describes staying current on advanced manufacturing and workforce development work across Ohio.

For brands planning a campaign

An economic development organization, regional employer or industry association could use Paola to turn investment and facility announcements into a talent and community narrative for students, workers and local partners.

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A CESMII roadshow post states that although marketing is their lane, they cannot help organizations grow without understanding the industries they serve.

• Other posts describe visits to the Pentagon, Virginia Tech and the U.S.
• Army Research Lab to stay close to the real work, technology and people behind partner organizations.

Attending industry events, touring labs and campuses, interviewing stakeholders and grounding messages in observed work.

For brands planning a campaign

A technical, industrial or public-sector brand could evaluate Paola for communications requiring accurate context rather than generic B2B messaging, especially when the audience includes engineers, educators or workforce leaders.

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They saw how important those industries are and how often strong organizations needed more support in marketing, communications, sales and talent recruitment. The post describes a mission-driven agency serving manufacturing, workforce development, education, economic development and public-sector clients.

The anniversary post documents the agency's background and mission, not paid creator sponsorship formats. Treat it as evidence of positioning and experience, not as proof of a sponsorship offer.

For brands planning a campaign

A partner, advisory board or B2B services buyer could evaluate Paola as a founder-led strategist with a defined industry focus, not a generalist creator. Their story is relevant to advisory or communications leadership conversations about niche high-tech career promotion.

Examples: Source 1

Posts mention capturing stories at the U.S.

• Army Research Lab, producing a workforce development documentary at the Pentagon, partnering to tell VICEROY stories and helping amplify Virginia Tech cybersecurity work.
• The format combines short social posts with behind-the-scenes access, interviews and documentary-style production.

Documentary production, interviews, social amplification and partner-supported storytelling.

For brands planning a campaign

A brand with existing programs, research or campus partnerships could evaluate Paola for content that turns internal access into external awareness rather than a standalone sponsored post.

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The anniversary post describes its work for clients in manufacturing, workforce development, education, economic development, and the public sector, and says it grew from earlier work as a lobbyist and media director representing manufacturers, farmers, and ranchers.

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Army Research Lab and capturing stories to inspire next-generation cybersecurity workers. The post does not say whether the lab is a client, sponsor, or partner; treat it as documented access and coverage, not a commercial relationship.

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Howie focuses on business attraction, international expansion, and Ohio-Israel trade, while Paola focuses on marketing and communications storytelling for manufacturers, workforce programs, and education and defense partners.

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Heather writes from board and program leadership in Indiana, focused on building regional ecosystems and early career exposure, while Paola works at a marketing agency and emphasizes storytelling, communications, and partner amplification.

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Allison represents ManpowerGroup’s SmartStart workstream with the World Economic Forum and writes from a global workforce-solutions perspective, while Paola runs a marketing agency focused on industry-aware brand and communications storytelling.

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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.

The choice comes down to audience and task.

• The posts make a business-development case to companies and investors, including international founders.
• For campaigns aimed at students, career changers, parents, or educators—or at access-based documentary storytelling—ask for examples demonstrating that reach.
• Choose Howie Beigelman for company attraction and regional economic development; choose Paola Masman to make a niche high-tech career path visible to potential entrants.

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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.

The choice comes down to geography and format.

• Heather Jackson’s posts focus on Indiana programs and named initiatives, and read as workforce-system leadership and event commentary.
• For national defense, cybersecurity, or advanced-manufacturing storytelling, ask for examples beyond the Indiana focus.
• Heather Jackson is the stronger pick for state-level employer-led pipeline design; Paola Masman is stronger for mission-driven storytelling that connects high-tech career paths to national and regional industry priorities.

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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.

The choice comes down to global workforce strategy versus local career storytelling.

• Allison Dadoun’s posts focus on programs and policy: WEF commitments, ManpowerGroup initiatives, employer convenings, and workforce intelligence.
• For on-campus, on-plant-floor, or inside-lab storytelling—or outreach to individual students or career changers—ask for examples of that work.
• Choose Allison Dadoun for global employer strategy and convening power; choose Paola Masman for close, access-based storytelling that makes a specific high-tech path tangible.

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