The Excel TECC marketing program is entering a new chapter with Jessica Ruth, who brings over a decade of experience in education and a passion for hands-on learning. 

Ruth holds degrees from Buffalo State College and Southern New Hampshire University and has taught both in Florida and Ohio. 

In the classroom, Ruth is focused on giving students real-world skills that they can use beyond the classroom.

“Professionalism and communication, creativity, problem solving, teamwork, those are all skills that don’t really matter if you’re going into marketing or not,” Ruth said. “They’ll be helpful in any career and in life.”

For Ruth, success means students leaving the program with confidence and the ability to clearly articulate their experiences in job interviews, college essays and future careers.

“What led me to teaching personally was I felt like I wasn’t learning a lot of skills that I could use after high school,” Ruth said. “I really wanted to make sure that I could teach those things to help bring success after high school.”

One of the program’s biggest attractions is its student-run store, Benny’s. Students handle every aspect of the store, from inventory and pricing to sales, promotion and customer service. 

This year, the store will also operate under a new structure with officer positions to ensure smoother management.

“They do everything, and that’s my goal,” Ruth said. “I want it to be truly student-run.” 

Besides the store, students will take on the challenge of designing, launching and closing their own business by the end of the school year. From brainstorming ideas to writing business plans and marketing strategies, this project teaches students to turn an idea into a fully functioning company. 

Past businesses are showcased in the classroom as part of what Ruth calls a “museum of marketing.”

The program is also adapting to the modern business world with the addition of digital marketing and e-commerce. Students will now gain experience in building a social media platform for the store and learning how branding works in the digital age.

“I want to make sure it stays student-centered, growing our presence and just building skills that feel authentic and transferable,” Ruth said. “That social media piece will really help us become more visible in the community and in the school.”

For students considering careers in business or marketing, her advice is simple.

“Stay curious… pay attention to trends, because marketing is a lot about people, what they value, how they connect and what catches their attention,” she said. “By staying curious, I think it’ll give endless opportunities.”

Looking ahead, Ruth hopes to bring fresh energy to the program while honoring its legacy. 

“I’m just really excited to be here after teaching in Florida. I hope I can meet as many students and teachers here as possible,” Ruth said.