Mark Lundquist Email & Phone Number

Zeeland, Mi, Us

Providing marketing expertise for small business clients to address industry specific business challenges.•Secured and defined key objectives of a pioneering project for a start-up Generative AI company. This initial engagement is with a major Consumer Packaged Goods (CPG) company, which will apply Generative AI technologies to super-charge ideation and streamline the new product development processes.•Tasked to build and implement a comprehensive social media and content strategy aimed at increasing engagement and participation for a local youth sports organization.

Battle Creek, Michigan, Us

Lead portfolio strategy for Kellogg’s $600M+ Accompaniment Cracker Portfolio of brands, including new product/platform launches and margin expansion.• Defined the innovation strategy for each brand, connecting its role in driving the overall brand strategy. This includes the cadence and type of innovation for each.• Launched nine new products totaling $65M across three brands: Club, Town House, & Toasteds. All projects are meeting or exceeding launch targets.• Collaborate Across Functions, guiding complex interdisciplinary teams across insights, finance, R&D, Supply Chain, Operations, Brand, and Legal functions.• Author of go-to-market strategy to introduce new products in new channels to enable the Toasteds brand’s repositioning efforts and build credibility against a new Millennial consumer target.

Battle Creek, Michigan, Us

‘General Manager’ for Kellogg’s entrepreneurial Venture brands. Tasked with the development, launch & growth of a new plant-based meat stick brand: Leaf Jerky.• Active leadership of all aspects of the brand: product development roadmap, foundational brand equity, creative direction, and go-to-market plan. • Guided the development of Kellogg’s first ‘new’ brand specific Direct-to-Consumer website powered by Shopify.• Navigated the brand through a significant organizational restructure including providing visibility to a new leadership team, onboarding and integrating new functional support leads, and educating a new sales force.

Battle Creek, Michigan, Us

• Pioneered Category’s entry into Connected Packaging, starting with the portfolio’s two flagship brands: Special K and Frosted Flakes. Later expanded to the entire Kellogg portfolio and billions of consumer impressions.• Optimization of the brand’s product line-up to unlock an incremental $5.1M in top-line and $2.3M bottom-line metrics and simplify the supply chain. • Guided strategic direction of digital media across multiple touchpoints including online video, online media, influencer, social media, search, and e-commerce.

Battle Creek, Michigan, Us

• Brand captain for the brand’s most important annual event: Resolution. Included leading and coordinating 5 agencies and an annual budget of $13M.• Created a Digital Marketing Charter, a process improvement initiative aimed to improve slumping media performance on a $40M budget. Implementation resulted in the best ad recall ever for the brand’s online video creative. • Tracked key business metrics and made actionable recommendations to the business on to improve in-market performance.

Battle Creek, Michigan, Us

• Invented an award-winning packaging innovation for Super Mario licensed cereal utilizing Near-Field-Communication (NFC) technology. Product was featured on Conan O’Brien and Seth Myers and significantly over-delivered (+75%) on sales forecasts. Led Innovation from insight to execution on Taste/Fun RTEC including entertainment licenses & food analogs. • Pioneered first use of social media insights to inform the brief and development of breakthrough packaging for Donut Analog cereal.• Guided a diverse set of projects including; new item launches, food news, defensive renovation, and Design-To-Value (DTV)• Inter-discipline facilitator across multiple key functions within Kellogg: Sales, R&D, Project Management, Marketing, Packaging, and Insights.

Battle Creek, Michigan, Us

• Designed and drove adoption of very successful lower funnel digital marketing tactics. These newly created solutions significantly improved sales by up to 25% for multiple brands across dozens of retailers. • Shepherd for Kellogg’s Search Marketing (SEM/SEO/Content) practice which included the strategic investment of $18M across 25 brands.• Acted as digital marketing consultant for multiple Kellogg cereal brands and spanning strategy, investment, and analytics.• Recognized in Shopper Marketing magazine's annual list of 'Who's Who in Digital Shopper Marketing.'

Battle Creek, Michigan, Us

• Support and establish strategies/plans to help drive integrated 360 degree activation along the path to purchase.• Developed a unique digital media execution to support 2012 Earth Day promotion, motivating a key customer to participate at a level 100% incremental to previous years and resulting in $1.3MM in GSV.• Managed key promotional elements of Pop-Tart’s inaugural ‘Crazy Good Summer’ campaign, including successful sweepstakes activation on Facebook.• Client lead during conception, development and execution of Kellogg Morning Food’s first promotional app on Facebook, ‘Kellogg’s Prize Pantry.’• Creative problem solver; identify meaningful program improvements and aggressively drive progress.• Manage and support the day-to-day execution of Morning Foods promotional plans.

New York, New York, Us

• Development and implementation of objective driven, multi-channel media strategy for agency's global roster of clients:• VMWare, Savvis, John Deere Construction, UL Environment and USG.Member of Agency's 'Digital Ignition Group' designed to educate and inspire employees in digital promotion.• Advancement of agency's media operations, creating a more efficient and effective media product• Lead media constituent for Chicago office's new business efforts.• Supervise and aid in the development of a team of 7 in the San Francisco and Chicago offices.• Creation of innovative media solutions to solve client's marketing objectives.Inter-discipline facilitator maximizing creative, media, and public relations efforts within agency.

• Lead integrated media strategy, planning and buying for global B2B client Avaya.• Through program development and negotiation, achieved 25% in combined discounts and additional value for 2010 Brand Campaign.Manage sister offices in Singapore, London, Paris, Frankfurt, and Miami for global Avaya planning and execution.• Provide strategy and media solutions to business goals not currently supported by budget to ensure client success while increasing agency revenue. • Active participant in new business pitches, particularly with regard to strategy and tactic development.Skilled in direct response and branding campaign strategy and execution.• Manage multi-million dollar annual budgets ranging from $5MM to $15MM.• Daily client contact and management including pre-campaign, post-buy, and introduction to digital media.Staff development highlights include promotion of three junior media associates/buyers to media supervisors.• Past assignments include NBC cable properties Bravo, USA and Oxygen Networks, NYC & Co. (Tourism), Caterpillar and E*Trade Financial.

• Actively negotiated and executed E*Trade campaigns awarded '08 Journal of Financial Advertising and Marketing (JFAM) 'Best In Category' and 'Best In Show.'• Campaign success and evolution resulted in a 200% increase in budget over a two year period spent working on the account.• Managed some of E*Trade's largest and most successful digital media relationships with companies such as Microsoft.

Master Of Business Administration - Mba

Bachelor Of Arts (B.A.), Advertising