Hobby Musings: Get to Know Panini Marketing Director Jeff Hoferer

by | Apr 11, 2022 | Entertainment, GTS, Hobby Musings, Mint Musings, Upper Deck

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File:Panini group logo.pngHobby Musings: Get to Know Panini Marketing Director Jeff Hoferer

KS: Jeff, for those who may not fully know, how would you describe your job at Panini?
JH: I’m the liaison between the collectors and the manufacturer. So the essence of my job is to keep the hobby informed about awesome new things Panini America has going on.

KS: How did your transition into the role come about?
JH: I lucked into it! Tracy Hackler, who had the role before me, left to take a new opportunity. I’d known Tracy for a few years, and he was kind enough to make me aware of the job opening and recommend me for the position. I was at a great job, but I couldn’t pass up an opportunity to work in an industry I’ve been passionate about my whole life.

KS: What do you think is the biggest challenge in what you’re doing now with Panini?
JH: Panini is obviously prolific in the Hobby. The volume of different physical trading cards this company releases, from all different sports and entertainment, is really impressive. Now we’ve added NFTs, Panini Instant, and other miscellaneous products. It’s intimidating to know you need to be on top of every release! My goal is always to handle every property with care and make sure to spread the promotional love around, but one human being can only do so much. So if I had to pick an aspect of the job that I’m working towards improving – it’s my capacity.

KS: What’s a change you’d like to make with Panini that maybe we’re not currently seeing?
JH: Well, I’m on the Marketing Team not Customer Service, but in a perfect world I’d love to fill every outstanding redemption ticket.

KS: Can you tell us a little bit about your background in the hobby?
JH: Sure! I’m a lifelong collector. I started a YouTube show called PackGeek back in 2010 where I’d open old packs of cards and share them with my collector friends. PackGeek has become my personal brand in the Hobby, and it’s also my handle on all social media channels. In 2020 I helped launch the first Sports Card-only media network, BenchClear Media, with some content creator friends of mine. I’m much less involved these days, but I’m extremely proud of what BenchClear has grown to become today.

KS: Is there a dream item you’d like to have in your collection?
JH: Yes! I’m obsessed with the 2018-19 Prizm Black Luka Doncic rookie card. I co-host Panini’s Podcast, Going Direct, and I talk about the unknown whereabouts of this card all the time. It is my Ark of the Covenant.

KS: If there was one thing from Panini that you would tell everyone to be excited about in the near future, what would it be?
JH: There’s a LOT to be excited about, in terms of upcoming Panini products, including some projects that are not your traditional trading card releases. I’m a big UFC fan – so I’m jazzed about our upcoming 2022 Donruss UFC release. It’s the first time the Donruss brand has done UFC cards as a standalone release. I’m also a big basketball card collector, so I’m really excited for the Prizm Basketball release that’s currently scheduled for next month. There’s a ton more, but you’ll have to watch the Panini Blog to keep up.

Hobby Musings: Get to Know Panini Marketing Director Jeff Hoferer – More Resources

 

Kelsey’s ability to bring hobby coverage to the mainstream sports fan has been a true asset. GTS is happy to feature his thoughts on collecting in Hobby Musings. The opinions expressed are his and do not necessarily reflect those of GTS Distribution.
Kelsey Schroyer
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