Mark K. Lane
Communications & Marketing Executive
Grosse Ile,USA
Summary
Dynamic strategic communications leader with 20+ years of experience crafting award-winning campaigns for Fortune 500 companies, nonprofits, and public institutions. Expertise in developing media-first strategies that drive earned visibility, foster executive thought leadership, and deliver impactful brand storytelling. Skilled in leveraging data-driven insights to enhance brand presence, manage crises, and engage diverse audiences. Proven success in sectors including automotive, AI, utilities, financial, healthcare, and government. Known for blending creativity with strategic vision to elevate organizational impact and align communication efforts with business objectives.
Overview
20
20
years of professional experience
Work History
President/Owner
On the Mark Productions, LLC
Grosse Ile, Michigan
03.2025 - Current
- Developed and implemented communication and marketing strategies for the Michigan State Elks Association, J2 IT Group (a technology consulting firm), a global AI firm (under NDA), and Sachs Media for Michigan Clean Energy Advocacy Day.
- Offered strategic counsel on media relations best practices, media training, public speaking, event staging, and training to improve communication effectiveness.
- Partnered with CEOs, executive teams, and product/design teams to create content, design, and execute communication strategies, and marketing programs aligned with overall marketing strategy, functional priorities, and key strategic objectives.
Senior Director of Communications
The Salvation Army – Great Lakes Division
Southfield, Michigan
07.2024 - 03.2025
- Managed an integrated communications agency focusing on increasing public image, building relationships with key stakeholders, and communicating the message effectively to the public.
- Delivered compelling storytelling and campaigns for the Red Kettle and Bed & Bread Club Radiothon, exceeding fundraising goals by 2.9%.
- Created strategic communications to support leadership and business objectives, including drafting speeches, scripts, and offering counsel.
- Managed media training, media responses, and developed talking points for special events and press events.
- Utilized market research and analytics to evaluate campaign effectiveness, track trends, and make data-driven decisions.
- Provided robust design support for flagship events by optimizing speaker preparation and creating high-quality storytelling assets that built trust with top customers, and influenced pipeline growth.
- Managed a broadcast advertising budget exceeding $1 million, leading an 8-person team overseeing volunteer coordination, digital marketing, fundraising, events, graphics, and website management.
- Strengthened public partnerships, and boosted organizational visibility on social media.
- Led a social media team in launching TikTok to engage younger demographics, resulting in a 3% increase in engagement across all platforms, year over year.
- Oversaw the creation of annual reports highlighting company performance, achievements, and future growth opportunities.
- Conducted market research to identify new opportunities and target markets.
- Oversaw the preparation of marketing copy, images, videos, emails, and other collateral.
Senior Director of Communications
98Forward
Detroit, Michigan
09.2022 - 07.2024
- Directed management of a $2+ million account portfolio, boosting revenue for key clients, including the Detroit Water and Sewerage Department and AECOM.
- Guided a 12-member utility practice team, implementing strategies to enhance engagement for public utilities.
- Produced annual reports, client presentations, and social media strategies to support agency objectives.
- Executed a comprehensive marketing strategy for the Michigan Independent Citizens Redistricting Commission, ensuring cultural sensitivity.
- Crafted compelling narratives and client success stories to strengthen market positioning and sales funnels.
- Applied market research to assess campaign effectiveness and optimize strategies based on industry trends.
- Coached executive leadership on effective communication for external presentations and media appearances.
- Mentored junior team members in writing, editing, project management, and strategic thinking.
Senior Communications Executive
MCCI Corp
Detroit, Michigan
06.2016 - 08.2022
- Spearheaded agency transformation from PR-centric operations to an integrated marketing firm, fostering strategic growth and enhanced service offerings.
- Directed management of $3+ million account portfolio, providing expert communications and marketing strategies for agency's key clients such as GM, Ford, DTE, Michigan Nonprofit Association, Synovos, Detroit Water and Sewerage Department, Community Foundation of SE Michigan, HAP, American Rental Association, Michigan Masonic Foundation, among others.
- Collaborated with GM's internal communications and aftermarket teams on Certified Service initiatives, and the global Torque Awards, recognizing departmental excellence.
- Produced award-winning video production campaigns, including Census outreach, and Detroit Water and Sewerage Department rebranding.
- Crafted culturally sensitive messaging for social media, digital advertising, and text messaging campaigns, ensuring resonance with Detroit's diverse population.
- Created thought leadership content, digital collaboration strategies, and B2B marketing programs that aligned with clients' business objectives.
- Leveraged market research and analytics to evaluate campaign performance, identify emerging trends, and make informed, data-driven decisions for clients.
- Streamlined internal communication processes for clients to increase efficiency and employee engagement.
Director of Communications
The Heat and Warmth Fund (THAW)
Detroit, Michigan
01.2016 - 06.2016
- Created a PR and marketing strategy to support a utility assistance program that distributes over $8 million annually to Michigan households.
- Managed an integrated communications agency, focusing on increasing public image, building relationships with key stakeholders, and communicating messages effectively to the public.
- Served as a media liaison and spokesperson during peak campaign periods.
- Partnered with energy providers, including DTE and ITC.
- Managed website updates, messaging, annual reports, and board presentations.
- Strengthened the visibility and influence of the CEO and leadership through thought leadership and marketing communication campaigns.
Director of Public Relations & Special Events
Goodwill Industries of Greater Detroit
Detroit, Michigan
09.2007 - 12.2016
- Directed integrated communications agency to elevate public image, foster connections with key stakeholders, and effectively convey Goodwill's workforce development programs and services.
- Coordinated efforts with state representatives and Michigan Legislative Consultants to acquire $2.5 million grant for Goodwill's Flip the Script Program, increasing services and support for underserved communities.
- Directed internal communication initiatives, including crafting messages for staff newsletters, town halls, and employee engagement events, to foster alignment and morale.
- Facilitated community outreach initiatives and partnership strategies, partnering with Detroit Lions, Comcast, Art Van, and Ilitch Foundation, to strengthen community influence.
- Directed public outreach initiatives for Goodwill's donated goods stores, encompassing location research, marketing material creation, advertising campaigns, and special events sales to enhance donations, workforce development efforts, and store traffic.
- Orchestrated special events, including Bowling for Jobs, Rock for Jobs, and Golfing for Jobs, enhancing awareness and supporting Goodwill's mission.
- Managed organizational branding, messaging, and web development across all programs to maintain consistency and reinforce Goodwill's identity.
Education
Certificate - Radio & Television Broadcasting
Specs Howard School of Broadcast Arts
Southfield, MI06.1995
Skills
- Multiplatform Marketing Strategy (Broadcast, Streaming, Social, Digital, Print)
- Audience Development & Engagement
- Cross-Channel Campaign Management
- Brand Messaging & Content Distribution
- Sponsorship & Donor Marketing Integration
- Marketing Analytics & Performance Tracking
- Event Promotion & Community Engagement
- Creative Direction & Storytelling
- Budget Oversight & ROI Optimization
- Team Leadership & Cross-Functional Collaboration
Accomplishments
- Crisis & Reputation Management: Led crisis communications for high-visibility organizations like Detroit Housing Commission, Goodwill Industries of Greater Detroit, THAW, Salvation Army Great Lakes Division, and municipal entities, safeguarding reputations and mitigating risk.
- Strategic Media Relations & Executive Visibility: Secured earned media placements, crafted executive messaging, and positioned C-suite leaders as thought leaders, enhancing brand visibility and thought leadership.
- Integrated Marketing Communications: Directed multi-channel campaigns for major organizations, including Salvation Army and Detroit Water & Sewerage, resulting in increased engagement and campaign reach.
- Targeted Outreach & Media Strategy: Utilized media insights to tailor press materials and secure placements across digital, print, and broadcast platforms, maximizing audience impact.
- Internal Communications & Employee Engagement: Developed and implemented internal communications strategies to support organizational change, employee engagement, and alignment during mergers and restructures.
- Storytelling & Content Creation: Delivered engaging, audience-centric narratives across various formats—video, social media, and print—enhancing communication and brand presence.
- Cross-Sector Expertise & Government Relations: Worked across nonprofit, government, health, and tech sectors, securing funding and advancing key organizational goals through strategic messaging.
- Award-Winning Leadership: Recognized with Communicator, Hermes, MarCom, and Emmy Awards for excellence in communications and marketing.
Previous Roles
- Senior AE & Director of Video, Marx Layne & Co., 01/01/2004, 12/31/2007
- Executive Producer & Talent, State Champs, 01/01/2002, 12/31/2004
- Sports Producer, WDIV-TV Detroit, 01/01/2000, 12/31/2002
- Multi-Media Producer, Palace Sports & Entertainment, 01/01/1998, 12/31/2000
Awards
- 2020, Communicator Award of Excellence, MNA Census Campaign
- 2019, Communicator Award, Detroit Water & Sewerage Rebrand
- Multiple, Hermes, MarCom, and Emmy Awards
- Crain's Best Managed Non-Profit & Innovator of the Year
Video Demo
https://bit.ly/46WH4v4
Websites
References
References available upon request. Referral video: https://youtu.be/bTcbddzaScA
Timeline
President/Owner
On the Mark Productions, LLC
03.2025 - Current
Senior Director of Communications
The Salvation Army – Great Lakes Division
07.2024 - 03.2025
Senior Director of Communications
98Forward
09.2022 - 07.2024
Senior Communications Executive
MCCI Corp
06.2016 - 08.2022
Director of Communications
The Heat and Warmth Fund (THAW)
01.2016 - 06.2016
Director of Public Relations & Special Events
Goodwill Industries of Greater Detroit
09.2007 - 12.2016
Certificate - Radio & Television Broadcasting
Specs Howard School of Broadcast Arts
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