Director integrated marketing communications | Brand Advertising | Digital Building Relevance for Iconic Brands Across Generations and Cultures
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"Art is a lie that makes us realize the truth.” - Pablo Picasso “You can go right or left, but you can’t very well do both at once.” - Bruce Brown (on Surfing)
"Marketing is the art and science of creating commerce by discovering and inspiring consumer passion." - Mark Peine (Photo: Self Portrait, Bonneville Salt Flats, UT)
Welcome to my web site. Who am I? Madison Avenue credentials meets Midwestern work ethic, Detroit muscle, Southern charm, Milwaukee iron and traveled Continental. Here you'll find a bit about me, my experience, examples of my work and the work of my team. I'm a brand marketer who loves a challenge, thrives on building consumer brands and delivering epic results. I passionately live the brands I market, embrace the issues of the business and, am relentlessly committed to getting things done well, and thoughtfully. I push myself and others to achieve. It is with that passion I approach both my life and my work.
Without question we live in a fast-paced, global economy, one that is almost daily transformed by technology. Markets and brands who fail to recognize these changes, and the opportunities they present, risk losing relevance overnight. A brand must balance mass relevance and personalization, globalization and localization, creativity and commerce. The ability to bridge these and other complex issues is what it takes today to deliver results. More than ever marketing to consumers requires a whole-brain approach, as opposed to just the left or right, logical or artistic.
Moving consumers toward purchase through marketing today requires bringing together art and science, with a strong consumer insight. Like meaningful art, insights are grounded in truth. This truth drives sound marketing strategy, which means making a choice. Strategy is sacrifice; not being all things to all people as David Ogilvy and Michael Porter have taught us. I grow brands with a whole-brained approach to marketing, by making insight-driven, strategic choices to drive powerful, relevant and impactful marketing campaigns.
This is what I do for brands:
Integrated Marketing Communications Leader – Provide strategic, innovative and creative leadership of marketing organizations and cross-functional marketing teams (Advertising, Media, Sponsorship, PR, CRM, Digital, Web, SEO, SEM, social etc.) across agency networks with a focus on driving growth and brand relevance.
Leading Brands With A Challenger Approach – Create brand-elevating and agile marketing, addressing dynamic market conditions and increasingly digital consumer behavior. Helps leaders think like challengers and challengers become leaders.
Motivating Leader – Manage, develop and inspire teams large and small through a player-coach leadership style, mentorship and a collaborative approach, building internal and external relationships.
Data-Driven Omni-Channel Marketer – Develop and leverage analytics to guide decision-making and evaluate return-on-investment (ROI).
Creative Vision Through Insight – Identify consumer insights to inspire campaigns and build brand relevance.
Continuous Improvement Mindset – Develop tools, solutions and processes to optimize marketing efficiencies and effectiveness.
Consumer Products Marketing – Lead integrator of brand teams in local, regional and global integrated product launches across marketing disciplines (Advertising, PR, CRM, Digital, Social).
Consumer Products Category Experience - Managed brands in consumer product categories including automotive, consumer packaged goods (FMCG, CPG), fashion, automotive aftermarket products and services, consumer electronics, greeting cards, outdoor power equipment and residential & commercial security systems services and tires.
Specialties – Developing messaging strategy, integrated marketing planning, content development, advertising planning and execution, media planning and negotiation, sponsorship management, sports marketing, entertainment marketing, global marketing and youth marketing.
If I may help you or if you have any questions, please contact me below or via email at mark@markpeine.com.
Timeline
Gold Effie - Sustained Success
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Account Coordinator, Geometry Global (Malone Advertising)
Responsible for managing creative assignments for national and regional retail advertising on Goodyear Tire & Rubber Company business.
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Account Executive, Doner Advertising
Responsible for assisting in strategic planning, managing and implementing creative assignments for national brand and business-to-business advertising on Yard-Man by MTD, American Greetings accounts.
Responsible for leading integrated marketing efforts, including strategic planning and managing creative assignments from development through execution, for national brand advertising of the Pontiac Grand Prix, Pontiac Racing and Pontiac GTO on the General Motors business.
Regional Director/Americas, leading agency network of 20 people in 10 countries in strategic planning, budget deployment and messaging through advertising, PR, retail, interactive and promotional communications with a budget of $35MM and staff of two on ExxonMobil account.
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SVP, Group Account Director | VP Acct. Director, Doner Advertising
Director of multiple account/client management teams responsible for marketing and advertising programs including communications strategy, program development, implementation and results, with a budget of $30-50MM and a staff of up to 15 people on Shell, ADT, Cox, Harman-Kardon and Oil-Dri accounts.
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Manager, Advertising and Promotions – Outreach, Harley-Davidson Motor Company
Directed advertising, media/sponsorships and agency partners in creating strategically directed advertising and digital communications programs targeting Young Adult, Women, African American and Hispanic consumers, with a $10MM+ budget and staff of two people.
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Group Manager, Advertising and Promotions , Harley-Davidson Motor Company
Directed advertising, media/sponsorships, entertainment, digital/web, PR, direct/email marketing team and agency partners in creating and producing strategically directed marketing communications, with a $40MM+ budget and staff of between 9-15 people.
Skills & Years of Experience
Budget management
16
Media management
15
CRM / Direct marketing
5
Public relations
3
SPonsorship management
15
Content & Social Marketing
7
Enjoying the ride
20+
Riding the wave of life
20+
consumer products
20+
Account Management
15
Entertainment marketing
10
Sports marketing
20+
Digital & Web Marketing
17
Strategic planning
17
Advertising
20+
INtegrated marketing
20+
Questions & Answers
Q: IF YOU HAD TO CHOOSE ANOTHER PROFESSION, WHAT WOULD IT BE?
A: As a leader, continuing to learn and helping those around you to grow, makes for a stronger team. Shaping and developing others is one of the most fulfilling things I've had the opportunity to do in my career, so I imagine I'd seek a role where I could teach.
Q: WHAT ARE YOUR STRENGTHS?
A: My Gallup StrengthsFinder® top five strengths are Ideation, Strategic, Achiever, Analytical, and Responsibility.
As a marketer, these skills are particularly useful in evaluating how an idea fits and will deliver on a strategy, how it can extend across platforms and how to deliver a plan that will meet the business need. Seeing the road a few steps ahead is vital to planning and creating impact.
Q: HOW IMPORTANT IS RETURN-ON-INVESTMENT IN MARKETING?
A: For many years companies have sought to prove marketing ROI and have succeeded to a greater or lesser extend depending on the sophistication of their data, the category, the marketing organization and even agency support. Today, more companies than ever before are making smarter investments and demonstrating marketing ROI. It is critical for marketers to ensure they measure closely while keeping perspective and context on the results they achieve, lest they fall into the trap of missing the larger business insight or default to chasing the latest marketing trend.Â
Q: WHAT IS APPEALING ABOUT WORKING IN MARKETING
A: Marketing is a combination of using creativity and strategy; one is ineffective without the other. I'm passionate about great ideas and ensuring they will deliver on a strategy that drives results.
Q: DESCRIBE YOUR GREATEST ACCOMPLISHMENT.
A: It has been fulfilling to have people I've managed share with me the positive impact I've had on their career and their understanding of advertising and marketing.
Q: WHO ARE YOUR MAIN INFLUENCES?
A: My father, Lt. Col / Ch. Leslie A. Peine and my grandfathers have been strong influences in my life. They taught me the importance of integrity, the value of a job done well, to persevere and have faith when life presents a challenge, to listen, and speak up. And most of all they taught me to keep a sense of humor
My philosophy teacher, Dr. James Tiller, had a profound impact on my ability to think critically, question assumptions and connect ideas together. I will forever cherish earning one of his "Chiquita Awards" in his class.
Professionally, I've had the great fortune of working with and for many talented marketing leaders, each of whom have taught and shaped my views on marketing including the emotional connections marketing can create, the importance of strategic choices, and how to measure impact.
Q: WHY DID YOU CHOOSE YOUR PROFESSION?
A: I knew advertising would be mycalling from early in my teens, when my grandmother and mother encouraged my artistic abilities. I sought a way to apply my passionforpainting and creative writing into a career. At the University of Florida, I was inspired by professor Dr. John Sutherland, to understand the importance of advertising strategy. He and my campaigns professor, Dr. Sallie Middlebrook, have shaped the direction of my career.
Find Me On
Proudest Accomplishment
Watching people who I've mentored and managed develop into award-winning, successful professionals.
Experience Highlights
LAUNCHED MOBIL 1 EXTENDED PERFORMANCE MOTOR OIL
INTRODUCED NEW CATEGORY OF EXTENDED USE MOTOR OIL, DRIVING GROWTH IN PREVIOUSLY STATIC CATEGORY.
LAUNCHED PONTIAC GRAND PRIX
INTRODUCED 2004 GRAND PRIX, THE FLAGSHIP VEHICLE OF PONTIAC WITH FUEL FOR THE SOUL CAMPAIGN
LAUNCHED Q MOTOR OIL
LAUNCHED SUB-BRAND OF QUAKER STATE DRIVING GROWTH IN A SHRINKING CATEGORY
INTRODUCED PENNZOIL ULTRA
RePOSITIONED the Pennzoil brand AND LED LAUNCH OF A NEW PREMIUM PRODUCT
LAUNCHED MOST SIGNIFICANT PRODUCT INTRODUCTION IN HARLEY-DAVIDSON HISTORY
LED ADVERTISING DEVELOPMENT OF PROJECT RUSHMORE TOURING CAMPAIGN DRIVING BRAND ENGAGEMENT AND GROWTH
BROUGHT THE UFC TO MKE
LED SPONSORSHIP OF UFC DRIVING FAN ENGAGEMENT AND PURCHASE AND BROUGHT UFC TO THE H-D 110TH ANNIV.
REBELLED WITH KID ROCK
SUPPORTED THE KID ROCK REBEL SOUL TOUR WITH AN INTEGRATED CAMPAIGN WITH RECORD-SETTING LEAD-GEN.
STOLE THE SCENE Â IN AVENGERS: AGE OF ULTRON
CREATED buzz and lead-generation, placing HARLEY-DAVIDSON LIVEWIRE ELECTRIC MOTORCYCLE IN FILM
LAUNCHED HARLEY & THE DAVIDSONS MINISERIES
LED SUPPORT OF DEVELOPMENT AND INTRODUCTION OF A HISTORICAL DRAMA BY DISCOVERY ABOUT HARLEY-DAVIDSON
MEDALED IN X GAMES
NEGOTIATED MAKING FLAT TRACK MOTORCYCLING A NEW MEDAL SPORT IN X GAMES REACHING GENX & MILLENNIALS
INCREASED RELEVANCE OF HARLEY-DAVIDSON
BROUGHT NEW AND EXISTING CUSTOMERS CLOSER TO THE BRAND WITH AN EMOTIONALLY DRIVEN CAMPAIGNS
GOLD EFFIE - SUSTAINED SUCCESS 2015
dramatically increased market share and retail sales among YOung Adults
Education Highlights
University of Florida - Gainesville, FL
Bachelor of Science in Advertising with Honors
Continuing Education
Harley-Davidson Leadership Training – Leadership Academy for MANAGERS
Memberships & Activities
American Advertising Federation
member Adcraft detroit
University of Florida Alumni Association
Life member        Gotham Gators | windy city Gators | Brew City Gators
Harley Owners Group (HOG)
Life member
American Marketing Association
Member
Interests & Causes
WOUNDED WARRIOR PROJECT
AS A MILITARY BRAT, I BELIEVE IN SERVING THOSE WHO HAVE SERVED US AND PROTECTED OUR FREEDOM.
SURFRIDER FOUNDATION
AS A SURFER, I BELIEVE IT IS OUR RESPONSIBILITY TO CARE FOR OUR OCEANS.
AFTER BREAST CANCER DIAGNOSIS (ABCD)
AS THE SPOUSE OF A SURVIVOR, I ADVOCATE FOR THE SUPPORT OF THOSE ACTIVELY BATTLING CANCER.
RESOLVE
AS A PARENT, I SUPPORT COUPLES Â WHO ARE SEEKING TO HAVE A FAMILY
UNITED WAY
CHARITY BEGINS AT HOME AND I SUPPORT EARLY CHILDHOOD EDUCATION THROUGH UNITED WAY.
