Mark Waller

• Advised McLaren Group Chairman on strategic projects to enhance brand presence and diversify categories.
• Analysed property development opportunities for Kilmer Sports Ventures in collaboration with a prominent USA sports league.
• Provided strategic insights to Bruin Capital, focusing on global sports, entertainment, media, and technology sectors.
• Founded Shrinking Pond LLC, consulting for leagues and brands to accelerate global growth.

Achieved annual revenue growth targets by up-selling, retaining partners, and acquiring new partnerships.

• Established McLaren as most popular F1 team, leading in digital and social media followership.
• Developed integrated sales and marketing processes to support strategic objectives.
• Adapted focus to virtual experiences during pandemic, generating new assets to retain partners and increase revenues.
• Recruited top talent to strengthen brand and digital capabilities while ensuring effective succession planning.

• Successful leadership in the NFL is defined by the ability to work with key ownership committees to build and execute growth plans.

2017-2019 EVP NFL International & Events:

• Worked with NFL Ownership Committee for International to develop global live streaming platform, expand International Game Series and exceeded $300m in revenues.

2012- 2016 NFL Chief Marketing Officer:

• Developed NFL Player Health & Safety strategy and activation plans, drove full repositioning of League's stance in this area.
• Developed core propositions for NFL's brand purpose to recruit core priority fan segments of youth, women and Hispanic communities.

2008-2011 SVP NFL Sales & Marketing:

• Developed fully integrated Sales & Marketing calendar to create core go-to-market platforms for partner integration.
• Renewed key partners at average +30% revenue growth, retaining all core partnerships through recession.

2006-2008 SVP NFL International:

• Redefined International Growth Strategy, converting $40m p/a loss into profitable core business through International Games focus.
• Doubled revenues through aggressive development of media business.

2002-2005 EVP Consumer Strategy & Marketing:

• Managed the integration of Seagram's brand portfolio and created brand growth strategies for core and priority brands.
• Led the strategy to "normalise" spirits consumption in the US and aggressively target share-steal from beer category.

1998-2002 President Mid-Western Region:

• Completed merger of two leading portfolios, reducing operating costs by 25% and doubling volume growth to 10% p/a.

1996-1998 SVP Marketing Premium Portfolio:

• Represented Diageo in JV with LVMH for the Sales & Marketing of luxury brand portfolio

1994-1996 General Manager Diageo Greece:

• Redefined distribution strategy, merging two joint ventures into wholly-owned subsidiary, recapturing $100m in distribution margin.

1988-94 Marketing Director Diageo Spain:

• Redefined portfolio strategy to reinvigorate core brand performance.

• Management Trainee- Sales/Production/Marketing/International.
• Manager- Gallaher Canary Islands.
• Marketing Manager- Gallaher Spain.