It is safe to say that traditions, family, and a strong, goal-oriented work ethic have been the pillars of Luke’s life. Especially as a 10th generation Suttonian, whose parents are the founders of one of the nation’s last American-Made Christmas studios.
Luke’s education was the first stepping-stone in forming his passions and career goals. He graduated from Worcester Academy (Worcester, MA) in 2001, and continued his education by earning a Bachelors of Science in New Media Publishing and a Masters of Science with concentrations in Contemporary Publishing Trends and Communication & Media Technology from Rochester Institute of Technology (Rochester, NY). His hands-on experience with publishing industry leaders helped him to gain an understanding of the interconnectivity of the media (print, new, social, etc) and led to the publishing of Marketing4Digital: A Guide to Print Markets (Advertising), (PIA/GATFPress, 2007) and Interactivity in Advertising: The Key to Furthering Advertising Effectiveness, (Rochester Institute of Technology, 2006).
With his formal education behind him, Luke did not hesitate to return to Central Massachusetts to pursue a career in advertising and marketing (despite having a once-in-a-lifetime offer from Limited Brands as the Digital Asset Coordinator for Victoria’s Secret’s photography library in NYC). True to his parent’s non-stop work ethic, once in Worcester, Luke had his hands in several ventures at a time, including starting Mass Foodies (then, WorcesterScene.com), working full time in the digital department of an advertising agency, and maintaining several freelance marketing clients. Although each job and experience seemed independent of the others, the pieces fit together like a puzzle, and Luke developed a passion in analyzing social media trends, print media technologies, and new media interactions of his clients’ roles in the digital revolution.
In 2007, Luke left his role at web development and joined his parents at their company, Vaillancourt Folk Art (VFA), first as the Director for Digital Marketing then, in 2017, as Vice President of Operations, and in 2020 as the company’s President. An integral part of the family business, Luke has enhanced and revamped the company’s operations and both retail and wholesale footprints while expanding into non-traditional avenues for the business in a global marketplace.
Today, while living in his hometown with his wife and children, Luke continues to expand his understanding of digital trends and consumer interactions. His professional goal is to gain better leverage of his clients’ footholds in their respective industries, aided by research and his close relationship with many industry experts and friends around the globe. Locally, he is most happy to be involved within the region, such as sitting on the Board of Trustees at Worcester Academy and Worcester Historical Museum, Board of Directors at the Millbury Federal Credit Union,Â enjoying the art world as a Corporator and Corporator Council member for the Worcester Art Museum, and sharing his business experience at forums hosted by the Worcester Business Journal and Worcester Regional Chamber of Commerce, as well as being invited to participate during a Congressional Committee roundtable for Small businesses in Washington, DC.
Self-dubbed a digital media strategist and social scene aficionado, Luke can often be found researching how progressive business’ environments are best leveraging technology and marketing to leave their own footprints in the global community’s digital revolution.