Brad Marsh
Bradenton
Summary
Accomplished executive with proven track record driving growth and profitability while leading client service, product development, and marketing teams in private and public multi-national organizations. Skilled in building strong relationships with clients and support staff, utilizing deep understanding of traditional and emerging insights technology and strategic frameworks across diverse industries. Known for analytical thinking with focus on marketing and achieving business results. Thrives on envisioning and delivering what clients and internal teams once believed to be unattainable.
Overview
31
31
years of professional experience
Work History
President & Chief Executive Officer
Cipher (Formerly Consensus Point, Inc.)
10.2015 - Current
- Assumed leadership of Consensus Point and was responsible for the strategic vision, shareholder relations, and growth plans, as well as day-to-day marketing, sales, service, financial, and human resources duties for this fast-growing predictive technology and analytics start-up based in Nashville, TN. As CEO of a disruptive predictive intelligence technology, the primary objectives were to drive penetration and scale within the Market Research and Competitive Intelligence industries with the goal of acquisition.
- Results: Pioneered disruptive predictive intelligence research capabilities with Brand and Agency customers and grew the topline nearly 10X over 7 years. Established sustained profitability by year 3 of leadership while continuing to scale with further capital investment. Continued customer retention rate over 90% with both SaaS and full-service research and technology offerings. Led the financing and acquisition of Cipher Inc. in 2020 and the successful asset sale of Cipher to CRG Global in 2022 as well as the integration and brand launch of CRG Predictive Intelligence within CRG Global from 2022-2024.
- CRG Global – Ormond Beach, FL
Chief Marketing Officer & Head of Client Service
Directions Research, Inc.
03.2010 - 08.2014
- Responsible for all sales, marketing, and client service efforts for the ~$40MM privately held firm. Worked closely with our 30 client service professionals to grow the business in Restaurant, FMCG, Technology, Healthcare, Retail, and Financial Services verticals. Directly managed the strategic account planning, marketing, and labor budget while working with the COO to forecast the overall P&L. Additional responsibilities included product development and marketing communications/collateral for the company. Held seats on the Shareholder Advisory Committee and Management Team, and played a leadership role with our vendor partners in sampling and programming.
- Results: Delivered 7% aggregate growth over 4 years while implementing a management transition from founder and President. While we enjoyed double-digit top and bottom-line growth in 2010-11, 2012-13 saw several key accounts go through down-sizing and acquisitions which slowed growth. Completed the first conference booth and corporate website refresh, resulting in over $2MM ROI over 2 years. Developed and launched several new offers including Instant Insights, Idea Accelerator, Adaptive Marketing Optimizer, Text Analytics, Social Media Monitoring, and the Brand Share Recovery Model. Formed key partnerships with Ideas-to-Go, Seek, and Consensus Point in the front-end innovation space as well as Netbase in Social Media. Made partner in 2011 and served on Board of Directors prior to departure.
Executive Vice President, GM Areas of Expertise
Kantar (TNS Global)
01.2008 - 01.2010
- Led the North American sales efforts and P&L management for all product solution areas inclusive of Brand & Communications, Innovation & Product Development, Stakeholder Management, Retail & Shopper, Qualitative, Advanced Analytics, Multi-cultural, and Panel Services. Revenue delivered by these combined groups totaled ~$200MM. In 2009-10, duties also included the harmonization of TNS and Research International assets (people and product portfolio) along with several acquisition companies including Landis, Sorensen, Retail Forward, Red Dot Squared, Cymfony, and Compete. In this role, I had 7 direct reports and responsibility for 175 employees. These teams also developed content for industry conference agendas, partnered with academia for ROR, and published white-papers on topic areas.
- Results: Grew revenue for core product offerings and delivered increased profitability for the overall group. Coordinating with Global TNS, successfully re-launched a more focused set of the TNS NA offerings from 85 down to 35 lead solutions. Acquisition companies all showed double-digit growth and profitability in what was a very difficult year for the industry and TNS.
- December 1997 – March 2010
Executive Vice President, GM Consumer Sector
Kantar (TNS Global)
01.2007 - 01.2008
- Responsibilities included development and implementation of the US Consumer sector commercial and financial vision and strategy, inclusive of budgeting, forecasting, staffing, business development, and client-service. Directly responsible for ~$60MM in revenue with 8 directs and 200 person cross-functional client-service organization (Sales, Research Management, Analytics, etc.). Dotted-line reporting to TNS Global Consumer Sector Head based in London. Key client accounts that were part of this unit included Nestle, General Mills, PepsiCo, Coca Cola, J&J, Sara Lee, ConAgra, SC Johnson, Colgate-Palmolive, Kimberly, Hershey, Clorox, Luxottica, Reckitt, Miller, Diageo, Georgia Pacific, Campbell’s Soup, Kellogg, and others.
- Results: Returned key business units to growth and profitability, and maintained top talent and business momentum while removing lower performers from the organization during late year re-org. Established Sr. level relationships at key accounts and led performance and strategy meetings with client partners.
Sr. Vice President, Food & Beverage
Kantar (TNS Global)
01.2006 - 01.2007
- Duties included revenue and profitability responsibility for this $30MM business segment, which grew organically ~9% year-on-year. This was the only FMCG division outside of Cincinnati to grow in 2006-2007 during a TNS re-organization. Succeeded through key talent acquisition and coaching of the sales and client services teams to improve business performance with top clients.
- Results: A more strategic partnership with our top accounts and a much broader penetration of the TNS proprietary solutions in Brand & Comms, Shopper, and Innovation.
Global Account Director/VP CPG Accounts
Kantar (TNS Global)
01.2003 - 01.2005
- Responsibilities included global account growth and management for $25MM FMCG account. Managed global P&L and led group of 10 account executives and 50 cross-functional staff through the account planning process for key categories including: Household Care; Personal Health; Baby Care; and the Market Development Organization. Duties also included dotted-line leadership of regional TNS offices on client best practices and global programs in brand equity and segmentation.
- Results: Accounts all grew double-digits each year by leveraging several proprietary global TNS solutions in volume forecasting, brand equity, segmentation, retail claims, and portfolio management. Secured long-term service contracts in each of the core categories.
Marketing Manager
Previous NFO WorldGroup/TNS positions
01.2001 - 12.2002
- Account Executive - December 1997 – January 2001
Sr. Project Director
The Answer Group, Inc.
07.1996 - 12.1997
Project Director
Burke Marketing Research
09.1994 - 08.1996
- Field Manager - August 1992 - September 1994
Education
M.B.A. - Marketing and Quantitative Analysis
University of Cincinnati
Cincinnati, Ohio01.1997
B.B.A. - Marketing, Finance, and Real Estate
University of Cincinnati
Cincinnati, Ohio01.1992
Skills
- Experience with leading tech companies
- Experience in financial services
- Food and beverage industry experience
- Health and beauty industry experience
- Pharmaceutical experience with Bayer and Pfizer
- Retail and e-commerce experience
- Experience in diverse restaurant environments
Affiliations
- AMA
- INSIGHTS ASSOCIATION
- ESOMAR
Timeline
President & Chief Executive Officer
Cipher (Formerly Consensus Point, Inc.)
10.2015 - Current
Chief Marketing Officer & Head of Client Service
Directions Research, Inc.
03.2010 - 08.2014
Executive Vice President, GM Areas of Expertise
Kantar (TNS Global)
01.2008 - 01.2010
Executive Vice President, GM Consumer Sector
Kantar (TNS Global)
01.2007 - 01.2008
Sr. Vice President, Food & Beverage
Kantar (TNS Global)
01.2006 - 01.2007
Global Account Director/VP CPG Accounts
Kantar (TNS Global)
01.2003 - 01.2005
Marketing Manager
Previous NFO WorldGroup/TNS positions
01.2001 - 12.2002
Sr. Project Director
The Answer Group, Inc.
07.1996 - 12.1997
Project Director
Burke Marketing Research
09.1994 - 08.1996
B.B.A. - Marketing, Finance, and Real Estate
University of Cincinnati
M.B.A. - Marketing and Quantitative Analysis
University of Cincinnati
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