Mark Shuster Headshot

Mark Shuster

CMO
Works with B2C companies in the premium, retail, lifestyle and wellness segments to implement their vision and growth strategies.

About Mark

Mark is a Chief Outsiders CMO and consumer marketing expert. He helps CEO’s of mid-sized companies utilize the power of consumer insights to establish meaningful connections that drive growth, leveraging them in unique and compelling ways to create a competitive advantage. Passionate about working in partnership with management teams, Mark deploys his diverse skills to help emerging brands identify key growth drivers and create fully integrated, cost-effective marketing programs. He also has a lot of experience rebuilding brands that have lost their relevance over time. With a focus on identifying a unique point of view, he has been able to help build a powerful approach to drive brand and product differentiation.

Work Examples

  • Value Creation: Tripled Wellpet revenues, generating 10x return for PE investors with company sale, through new product launches, channel expansion and implementation of integrated marketing plan focused on driving consumer demand.
  • New Product Launches/ Innovation: Launched over 300 products generating over $100MM in sales at Timex. Streamlined product development process, improving time-to-market by three months.
  • Creative Marketing Solutions: At Converse, managed the development of a fully integrated marketing campaign that won a “Gold Effie” industry award for its effectiveness. This supported the largest new product introduction in the company’s history, generating over $50MM in year one sales.
  • Channel Development: Grew sales by over 60% by extending Wellpet product placement into regional and national pet specialty chains while maintaining sales volume among existing independent retailers.
  • International Sales Expansion: As General Manager of Latin America at Converse, signed three new licensees resulting in a 20% increase in licensing income. Developed targeted regional products generating over $20MM in incremental sales.
  • Strategic Planning: Strategic planning lead at Reebok. Responsible for driving strategic planning initiatives across the various business units. Developed streamlined portfolio approach to managing the company’s casual footwear brands.

Published Works

Experience

  • VP Marketing, WellPet Natural Pet food and Treats
  • SVP Marketing, Timex - Watches
  • Chief Marketing Officer, Biotech Corp - Vitamin Supplements
  • General Manager of Global Licensing/General Manager Americas, Converse - Footwear and Apparel
  • VP International Marketing, Converse
  • Brand Management, Strategic Planning and Business Development, Reebok - Footwear, Apparel and Accessories
  • Brand Management, Clairol and Faberge - Hair care, Hair coloring and Skin care

Education

  • Bachelor of Arts, Economics and Government, Connecticut College (New London, CT)
  • MBA, New York University Stern School of Business (New York, NY)

Expertise

Industry Experience
  • Retail
  • Wholesale
  • Consumer Goods
Specialties
  • Sales Growth
  • Market/Consumer Insight
  • Product Innovation
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