Summary
Overview
Work History
Education
Skills
Community Service
References
Timeline
Generic

Mark Fernandez

Tampa,FL

Summary

An accomplished, creative C-suite executive with proven leadership skills, including more than 20 years in Sports & Entertainment.

Outstanding track record of building strong teams, revenue generation, creating unique integrated marketing partnerships, and meaningful reputation enhancement.

Skilled in managing cross-functional business verticals in planning, budgeting, and execution with efficiency and collaboration.

Extensive experience in Strategic Planning and Implementation, Brand Management, Sales, Marketing, Broadcasting, Corporate Social Responsibility, PR/Corporate Communications, Budget Oversight, Business Intelligence, and Facility Operations.

Servant leader, having served on numerous large boards in leadership roles and mentoring others to successful growth and a commitment to community impact.

Overview

32
32
years of professional experience

Work History

Principal

Stonehill
09.2020 - Current
  • Responsible for the overall growth and development of the firm as a Strategy and Innovation Consultancy
  • Operational Process & Services
  • Change Management, Process Management, Organizational Design, Marketing, and Growth Strategies
  • Lead Design Thinking Facilitation Sessions, Strategy Mapping, and Performance Management
  • Non-Profit Expertise
  • Content Creation for Executive Development and Training Certifications
  • The firm has a range of clients, including Fortune 500 companies and Private Equity.

Executive Vice-President & Chief Marketing Officer

Valley National Bank
12.2016 - 06.2020
  • Responsible for Brand Management, Marketing, e-commerce, Digital, Communications, Social Media, Public Relations, and Community Engagement strategy for a Financial Institution with over $50B in assets
  • Recruited into the role through Valley’s acquisition of USAmeriBank
  • Led a complete re-brand strategy for the entire Valley brand, including but not limited to Marks and Logo, Mission/Vision Values, Brand Story, and Voice, Internal and External Launch and Communication plans, and all ongoing related executions
  • Introduced a Project Planning Process to serve each of the bank’s verticals based on a measurable results model and tied to the business line’s KPIs
  • Implemented Digital Marketing Strategy and Social Media Engagement
  • Created a measurable, sustainable Community Impact Strategy around 4 key pillars to align with the bank’s strategies and business development goals
  • Member of the organization’s executive leadership team.
  • Achieved company growth by implementing strategic initiatives and fostering collaboration across departments.
  • Streamlined operations for increased efficiency by identifying areas for improvement and implementing process changes.
  • Developed strong relationships with key industry partners, resulting in mutually beneficial business opportunities.
  • Implemented cost-saving measures through careful financial analysis and budget management, positively impacting overall profitability.
  • Provided executive leadership during mergers and acquisitions, ensuring seamless integration while maintaining operational excellence.
  • Led cross-functional teams in executing large-scale projects on time and within budget constraints, contributing to overall company success.
  • Expanded market share through targeted customer acquisition campaigns and strategic partnerships with key industry influencers.
  • Fostered an inclusive corporate culture that prioritized diversity, equity, and inclusion initiatives at all levels of the organization.
  • Established a clear vision for organizational growth while developing actionable plans to achieve both short-term and long-term objectives.
  • Surpassed expectations by achieving unprecedented growth in first year of operation by effectively building high performing teams and using analytics to measure achievable results.
  • Aligned organizational objectives with company mission to increase business growth and integrate work strategies.
  • Developed innovative sales and marketing strategies to facilitate business expansion.
  • Collaborated with legal, accounting and other professional teams to review and maintain compliance with regulations.
  • Oversaw business-wide changes to modernize procedures and organization.
  • Initiated strategy to drive company growth and increase market share and profitability.
  • Oversaw divisional marketing, advertising and new product development.
  • Increased brand awareness by developing and implementing comprehensive marketing strategies.
  • Boosted lead generation with the implementation of targeted digital marketing campaigns.
  • Enhanced customer engagement, creating compelling content across multiple platforms.
  • Improved company reputation through effective public relations initiatives.
  • Established strategic partnerships, expanding market reach and driving revenue growth.
  • Oversaw budget allocation and management for all marketing initiatives, maximizing impact while maintaining cost efficiency.
  • Directed corporate rebranding efforts to align with company vision and mission statement.
  • Managed branding campaigns and event marketing initiatives in print, video, web and social media.
  • Developed and implemented B2B marketing strategy and overall communication plans to produce long-term partners.
  • Increased market awareness and penetration through development of creative collateral.
  • Oversaw development of traditional and social media marketing campaigns to drive sales and customer engagement.
  • Developed strategies to incorporate PR and media to further enhance brand and build market share.
  • Coordinated teams of design and implementation professionals to manage all project objectives.
  • Conducted and evaluated market research to adjust marketing strategy to meet changing market and competitive conditions.
  • Produced media kits to showcase key marketing analytics and demographics for sales presentations
  • Negotiated advertising and commercial sponsorship contracts to save company money.
  • Oversaw account budgets, internal billings and monthly P&L to achieve financial goals.
  • Engaged, informed and supported staff on media and marketing outcomes.
  • Worked with communications team to drive internal promotion of company programs, initiatives, guiding principles and mission.
  • Developed new branding strategies and marketing collateral to foster business development and achieve revenue targets.
  • Planned and executed marketing campaigns to target groups, areas and wider community.
  • Managed workflow between staff, coordinating documents and creative material distribution.
  • Identified target audiences and devised campaigns to match target demographics and optimize results.

Independent Consultant to Corporate Clients

EMF Consulting of Tampa Bay
09.2015 - 12.2016
  • Primary advisory services: Business development strategies through meaningful and focused community engagement along with supporting and advising on sponsorship sales
  • Developing a Corporate Social Responsibility Map
  • Both Sprint and Long-term Strategic Planning
  • Evaluation of marketing, promotional and sales communications practices
  • Key clients included: USAmeriBank (now Valley Bank) and Tampa Bay Sports Commission/2016 College Football National Championship Game.
  • Developed strategic business plans for clients, resulting in improved operations and increased profitability.
  • Provided expert guidance on industry trends, enabling clients to stay ahead of the competition.
  • Evaluated client marketing strategies, offering insightful recommendations on how to optimize campaigns for maximum impact.
  • Supported clients during periods of transition, ensuring seamless integration of new systems or policies.
  • Collaborated with cross-functional teams at client sites to ensure holistic project success.
  • Facilitated change management initiatives within client organizations, minimizing resistance and maximizing adoption rates.
  • Researched latest market trends to provide current knowledge to clients.
  • Conducted meetings with clients to determine project intent, requirements and budgets.
  • Collaborated with teams to define, strategize, and implement marketing and web strategies.

Senior Vice President

Tampa Bay Rays
12.2005 - 06.2015
  • Senior Executive leading business operations
  • Administrative and budgetary responsibility for all the organization’s revenue-generating functions, including but not limited to, corporate sales & marketing, broadcasting, ticket & suite sales, merchandise, community outreach, and team foundation
  • Led shaping the team’s long and short-term business strategies as part of the four-person senior leadership team
  • Built a brand and results that led to the Rays being 1 of only 5 MLB teams with more Unique Fans than the NFL team in their market
  • Number of tickets sold grew by more than 70% annually, while associated revenues grew more than 100%
  • Sponsorship revenues increased by over 100%, while the total number of sponsors decreased by more than 30%
  • Led RSN relationships and built an entire money making radio network
  • Played a lead role in the re-branding of the franchise and associated launch
  • Recognized industry leaders in the use of research and technology for sales, marketing, broadcasting, and client service
  • Consistently a top tier ranking among ESPN’s Franchise Rankings
  • Individually engaged with key community leaders and CEOs in both corporate partnerships and community impact initiatives
  • Created the team’s primary community impact programming in all key areas; team foundation, corporate giving, and player investment, while also incorporating corporate partners as appropriate
  • Accomplished and confident public spokesperson serving regularly as the face of the franchise with both media outlets and civic groups on business and community matters.

Senior Vice President, Sales & Marketing

Arizona Diamondbacks
08.2003 - 12.2005
  • Administrative and budgetary responsibility along with supervising executive management staff for all the team’s key business operations including but not limited to corporate sales, broadcasting, season/group/suite ticket sales, team marketing promotion and advertising, public relations, community affairs, and team foundation, Hispanic marketing broadcasting, publications, game operations, spring training operations
  • Grew revenues in all areas throughout a transition period for team ownership
  • Renewed $10 million dollars or more in sponsorships annually
  • Negotiated a 10-year, $90 million radio rights agreement
  • Created a $6 million per season, multi-year “season presenting” partnership
  • Annually sold 2.5 million+ tickets and average 20,000+ season ticketholders
  • Retained key role in community impact planning
  • Individually engaged with key community leaders and CEOs in both corporate and civic community.

Vice President, Corporate Sales & Marketing

Arizona Diamondbacks
03.2001 - 08.2003
  • Oversaw all aspects of corporate sponsorship sales and service including over-the-air television, radio network, signage, print, promotion, and suites in addition to supervising senior-level staff responsible for team marketing and promotion, Hispanic marketing, fan loyalty and game operations, along with all spring training business operations for both the Arizona Diamondbacks and Chicago White Sox
  • Restructured the organization’s sales model to compete with all traditional media advertising options by retraining staff and redesigning collateral materials to maximize team control of broadcast rights
  • Created and sold numerous unique inventory options to marketing partners based on their specific business objectives
  • Several of which became standard across MLB
  • Emphasized the impact and opportunities around Hispanic marketing and broadcasting
  • Continued to guide the activities and investment strategy of Arizona Diamondbacks Charities.

Vice President, Community Affairs & Executive Director, Arizona Diamondbacks Charities

Arizona Diamondbacks
08.1999 - 03.2001
  • Responsible for managing over $2 million dollars in annual giving through corporate gifts, cause-related marketing, and grants from the team’s own 501(c) 3 non-profit
  • Accountable for all business practices to the Board of Directors of Arizona Diamondbacks Charities
  • Including but not limited to 990 reviews, By-laws, Grant review, and distribution
  • Created numerous unique community programs in conjunction with players and their charitable interests, several of which received national recognition and remain in place in Arizona
  • Including the “Diamonds Back” Field Program started in 2000
  • A partnership between the Foundation, a Corporate Partner, and individual players annually building multiple full baseball and softball facilities including lights and scoreboards across the state
  • Continued to guide all Spring Training business operations for both the Arizona Diamondbacks and Chicago White Sox
  • Leading voice in all team marketing strategies.

Director of Tucson Operations

Arizona Diamondbacks
05.1996 - 08.1999
  • Oversaw construction and 1998 opening of the $40 million, 148-acre Tucson Electric Park and Kino Sports Complex, Spring Training home for both the Arizona Diamondbacks and Chicago White Sox
  • Responsible for developing all community, civic and political relationships in the state’s second-largest market which historically had an adversarial relationship with Phoenix
  • Sold first the Spring Training facility naming rights deal in Major League Baseball to Tucson Electric Power, an over $4 million deal
  • Responsible for all Spring Training sponsorships, ticket sales, game presentations, and public relations
  • Led all Spring Training sponsorships, ticket sales, game presentation, and public relations for the Colorado Rockies, the third team training in Tucson at a different facility.

Director of Booking & Marketing

Phoenix Suns & America West Arena
01.1992 - 05.1996
  • Responsible for the Arena’s complete 365-day calendar
  • Maximizing all booking opportunities, content variety, and net income impact associated with all decisions and in partnership with building key tenants, primary event partners, and the expectations of all stakeholders including sponsors, and suite holders along with community and governmental obligations
  • Negotiated all event contracts and scheduled all events, including all concerts, family shows, and sporting events
  • Managed all related expenses and operational functions, including production costs, advertising plan and execution, facility costs, ticketing pricing, group sales, and event settlement
  • Also managed multiple departments simultaneously: Phoenix Arena Sports, which included sales and marketing, promotion, and game day operations for organizationally owned teams in Arena Football League World Team Tennis, and Major League Indoor Soccer with major events including Out-of-Venue Regular Season NHL Series, World Championship Boxing, and others
  • Customer Service
  • Manage and maintain all customer service functions, including ushers, ticket takers, customer service desk, and customer concern follow-ups
  • Created a detailed service manual adapted by other venues.

Education

Sociology

University of South Florida
01.1986

Skills

Business Development

Community Service

  • Helios Education Foundation, Director
  • Hillsborough Education, Board Member
  • Pinellas Education Foundation, Board Member
  • University of South Florida Foundation, Board Member
  • Tampa General Hospital Foundation, Trustee
  • United Way Suncoast, Board Chair
  • Tampa/Hillsborough Homeless Initiative, Board Member
  • Downtown Tampa Partnership
  • Tampa Bay History Center
  • Junior Achievement of Tampa Bay
  • Tampa Bay Partnership
  • American Heart Association Metro Tampa Bay
  • Tampa Bay Chamber of Commerce
  • Tampa/Hillsborough Economic Development Council

References

References available upon request.

Timeline

Principal

Stonehill
09.2020 - Current

Executive Vice-President & Chief Marketing Officer

Valley National Bank
12.2016 - 06.2020

Independent Consultant to Corporate Clients

EMF Consulting of Tampa Bay
09.2015 - 12.2016

Senior Vice President

Tampa Bay Rays
12.2005 - 06.2015

Senior Vice President, Sales & Marketing

Arizona Diamondbacks
08.2003 - 12.2005

Vice President, Corporate Sales & Marketing

Arizona Diamondbacks
03.2001 - 08.2003

Vice President, Community Affairs & Executive Director, Arizona Diamondbacks Charities

Arizona Diamondbacks
08.1999 - 03.2001

Director of Tucson Operations

Arizona Diamondbacks
05.1996 - 08.1999

Director of Booking & Marketing

Phoenix Suns & America West Arena
01.1992 - 05.1996

Sociology

University of South Florida

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