Mark Dickens
Franklin,TN
Summary
Senior leader with extensive experience leading retail marketing strategies, cross-functional collaboration, and budget optimization to drive customer engagement and topline growth. Track record with large global corporations and entrepreneurial enterprises. Trusted business strategist who transforms corporate vision into tangible outcomes by convening and leading large, cross-functional teams. Proven aptitude for managing relationships in diverse functional areas. Motivational partner and manager able to create the conditions for success and facilitate exceptional team performance. Specialized expertise in product development and management, integrated and digital marketing, and brand awareness strategies with ability to seamlessly transfer skill set to leadership roles across functions.
Innovative entrepreneur with strong track record in launching and scaling successful ventures. Skilled in strategic planning, business development, and financial management, with focus on driving growth and operational efficiency. Known for fostering collaborative environments, adapting to changing market conditions, and delivering measurable results. Highly reliable and adept at aligning team efforts with organizational goals to achieve significant impact.
Overview
21
21
years of professional experience
Work History
Co-founder, Co-Owner - VP Marketing & Strategy
Adorn Bridal Goup, Inc
01.2018 - Current
- Company Overview: Multi-location award-winning luxury retailer
- Leading business strategy, retail marketing, customer engagement, and P&L management for a multi-location retailer
- Quadrupled revenue by developing integrated marketing campaigns, enhancing customer loyalty, and executing a differentiated service model
- Increased profit margins by optimizing owned, earned, and paid media: earned national media coverage on Lifetime TV, grew SEO traffic as well as Instagram followers by 3x, and increased paid media efficiency
- Multi-location award-winning luxury retailer
- Conducted target market research to scope out industry competition and identify advantageous trends.
- Established foundational processes for business operations.
- Developed key operational initiatives to drive and maintain substantial business growth.
- Streamlined operational processes for improved efficiency and cost reduction.
- Drove company expansion into new markets, increasing overall brand visibility and recognition.
- Championed a culture of innovation, encouraging creative problem-solving throughout the organization.
- Developed and executed strategic plans that significantly increased company revenue and market share.
- Implemented cutting-edge technology solutions that improved productivity and data analytics capabilities.
- Initiated strategy to drive company growth and increase market share and profitability.
- Maintained P&L and shouldered corporate fiscal responsibility.
- Collaborated with co-owner on strategic planning initiatives for long-term business success.
- Oversaw financial management tasks, including budgeting, forecasting, and cash flow optimization.
Director of Marketing
Lumina Foods
07.2016 - 11.2017
- Company Overview: $100M hot and fresh food service company with presence in 3,100 stores in 14 states
- Hand-selected to steer brand development for new product
- Managed marketing team and agency relationships
- Led brand development, creative execution, digital marketing, shopper marketing, and package design for a new-to-the-world food concept
- Created and refined brand positioning at 1/3 of outside agency costs
- Oversaw creation of a high-impact store shopper marketing program and cost-effective packaging design that delivered flexibility for future product growth and earned positive feedback in store environment
- $100M hot and fresh food service company with presence in 3,100 stores in 14 states
Advertising & Promotions — Bridgestone & Firestone
Bridgestone Americas
04.2013 - 07.2016
- Company Overview: North American subsidiary of $20B, Japan-based tire and rubber company
- Directed all U.S
- Advertising and promotions (TV, radio, digital, social media, and in-store) in tire replacement category for 7K retail stores
- Managed $70M budget, 4 staff, and 10 outside agencies
- Generated $100M in sales in 18 months, led loyalty program initiatives, and solidified highest-scoring TV spots in company history as DriveGuard product launch lead
- Instituted budget management and reporting practices that reversed inherited $25M budget shortfall, delivering 2013 budget within $50K of forecast
- Reengineered 4 advertising/promotions budgets totaling $70M to improve accuracy to 1%-3% of forecast
- Restructured team to drive heightened focus on individual brands, earning recognition for performance, outcomes, brand clarity, and cross-functional integration
- Accelerated sales by 30% quarter-over-quarter and increased online brand engagement with digital marketing and promotion strategies and cost-efficient, high-quality content
- Developed tailored marketing programs for 3 key customers to increase sales and demand for DriveGuard
- North American subsidiary of $20B, Japan-based tire and rubber company
- Managed and motivated employees to be productive and engaged in work.
- Worked effectively in fast-paced environments.
Senior Product Manager
Sleep Number Corporation
01.2011 - 01.2012
- Company Overview: $1.5B bed and bedding supply company with 450 stores nationwide
- Hired to develop and implement brand architecture across product line
- Led product launches
- Led development of 5-year innovation pathway that earned Board approval and incorporated consumer insights, laying foundation for product alignment with marketing and sparking 4 successful product launches
- Orchestrated memory foam product line relaunch to deliver $100M+ in sales (200%+ more than previous year) and increase top-line revenue by 20%+
- Boosted net promoter score (NPS) for new bed by 5 points and achieved category-leading ranking upon directing remote control redesign that solved integration issues, earning patent for new device
- $1.5B bed and bedding supply company with 450 stores nationwide
Marketing Manager | Brand Manager | Senior Associate Brand Manager
Kimberly-Clark Corporation
01.2006 - 01.2012
- Company Overview: $18.5B American multinational personal care corporation
- Led shopper marketing and brand management for $500M+ retail brands, driving customer insights, integrated campaigns, and strategic alignment with retail partners such as Target
- Managed budgets up to $7M and directed cross-functional teams
- Lowered marketing costs by $200K for Target baby care products and redirected spend to high-ROI initiatives
- Regained 2.5 market share points for HUGGIES following 4.5 share point loss due to Target’s release of private label brand diapers via marketing and promotional tactics
- Enhanced HUGGIES brand preference with first-time moms by revamping product sample in collaboration with internal consumer insights teams and Target partners
- Gained shelf space in Target for previously underrepresented adult care products via cross-functional team leadership, multiple new product concepts, and deft relationship building
- Led KOTEX to gain market share for first time in 5 years as product improvement marketing lead
- Spearheaded flawless packaging update for 120 KOTEX SKUs, achieving completion more quickly and with fewer issues than prior refreshes
- $18.5B American multinational personal care corporation
Associate Brand Manager
Georgia-Pacific Corporation
01.2004 - 01.2006
- Company Overview: 1 of the world’s largest manufacturer and distributor of paper-based consumer products, building products, and related chemicals with $15B in revenue, 35K employees, and 180 locations
- Managed promotions, package design, and public relations for $850M bath tissue brand
- Increased sales by 10% via $4.3M promotion oversight
- Achieved 130M impressions (35-fold increase) with public relations efforts
- 1 of the world’s largest manufacturer and distributor of paper-based consumer products, building products, and related chemicals with $15B in revenue, 35K employees, and 180 locations
Education
MASTER OF BUSINESS ADMINISTRATION (MBA) - Marketing & Strategy
Vanderbilt University—Owen School
BACHELOR OF BUSINESS ADMINISTRATION (BBA) - Marketing & Finance
Taylor University
Skills
- Strategy Development & Execution
- P&L Oversight
- Cross-Functional Collaboration
- Team Building & Engagement
- Product Development & Management
- Executive Presentations
- Cost Containment
- Brand Awareness
- Retail Marketing
- Digital & Integrated Campaigns
- Loyalty Programs
- Vendor Relations
- Project Management
- Market Research
- Strategic visioning
- Goal setting
- Problem-solving
- Project management
Volunteer Engagement
GiGi’s Playhouse, President, Board of Managers, 01/01/14, 12/31/18, Reinvigorated board for nonprofit serving individuals with Down syndrome, incorporating cause marketing strategies to increase visibility and fundraising by 50%. Guided efforts to increase fundraising 50%.
Professional Highlights
- Led 2 product launches which generated $100M in sales within 18 months (for Bridgestone Tire and Sleep Number), increasing topline sales, brand recognition, and market share in highly competitive industries.
- Strengthened process for managing Bridgestone’s $250M corporate marketing budget to shift $25M overrun to <$50K variance from forecast, renewing confidence of C-level leadership in marketing organization.
- Spearheaded development of Sleep Number’s 5-year product development and innovation pathway that ignited 67% topline revenue growth.
- Oversaw all advertising and promotions efforts for 2 distinct billion-dollar brands concurrently (Bridgestone and Firestone) to boost brand recognition and product demand and exceed sales targets.
- Reengineered Kimberly-Clark’s approach to collaborating with Target Corporation on marketing spend and oversaw all retail marketing for 3 brands with $500M in combined revenue at top 3 retailer.
Timeline
Co-founder, Co-Owner - VP Marketing & Strategy
Adorn Bridal Goup, Inc
01.2018 - Current
Director of Marketing
Lumina Foods
07.2016 - 11.2017
Advertising & Promotions — Bridgestone & Firestone
Bridgestone Americas
04.2013 - 07.2016
Senior Product Manager
Sleep Number Corporation
01.2011 - 01.2012
Marketing Manager | Brand Manager | Senior Associate Brand Manager
Kimberly-Clark Corporation
01.2006 - 01.2012
Associate Brand Manager
Georgia-Pacific Corporation
01.2004 - 01.2006
BACHELOR OF BUSINESS ADMINISTRATION (BBA) - Marketing & Finance
Taylor University
MASTER OF BUSINESS ADMINISTRATION (MBA) - Marketing & Strategy
Vanderbilt University—Owen School
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