MARK FRIESEN
STRATEGIC MARKETING LEADER
OUTDOOR POWER EQUIPMENT
PROFESSIONAL OVERVIEW
Mission-driven and growth-oriented marketing executive with 20 years of experience shaping B2B and B2C marketing strategy, including significant experience in the GovTech SaaS sector. Proven track record of building and scaling high-performing marketing functions from the ground up. A data-savvy leader who architects full-funnel marketing and brand strategies that drive pipeline growth, accelerate market penetration, and align with executive-level business objectives.Growth-focused marketing leader with over 20 years of experience building brands, driving demand, and delivering measurable revenue impact across manufacturing, outdoor power equipment, and SaaS industries. Proven track record developing and executing go-to-market strategies that accelerate sales through both dealer/distributor networks and big box retail channels.
Led the brand evolution and market positioning of Hustler Turf—helping grow market share and paving the way for acquisition by Stanley Black & Decker. Deep expertise in channel marketing, pricing strategy, product lifecycle management, and full-funnel demand generation, all backed by a strong foundation in marketing analytics and data-driven decision-making.
Equally comfortable driving strategy in the boardroom and activating campaigns in the field. Known for building high-performing teams, aligning marketing execution with sales objectives, and delivering programs that move the needle across awareness, conversion, and channel sell-through.
CORE COMPENTENCIES
- Brand Development & Market Positioning
- Dealer & Big Box Retail Channel Strategy
- Go-to-Market (GTM) Planning & Execution
- P&L Ownership & Budget Management
- Pricing & Promotional Strategy
- Product Marketing & Lifecycle Management
- Integrated Marketing Communications (IMC)
- Demand Generation & Pipeline Growth
- Marketing Analytics & ROI Measurement
- Digital Transformation & Martech Implementation
- Sales Enablement & Channel Support
- Team Leadership & Organizational Development
PROFESSIONAL EXPERIENCE
Global Director of Marketing
Bunting – Wichita, KS | 2024 – Present
- Global manufacturer of magnetic solutions for industrial and OEM markets.
- Leading a company-wide marketing transformation to support aggressive international revenue and margin growth targets.
- Spearheading a global brand consolidation initiative, unifying 11 websites and 23 social media channels to deliver a consistent customer experience across all touchpoints.
- Implemented HubSpot CRM and marketing automation, creating a single source of truth for sales and marketing data while improving lead management and campaign ROI tracking.
- Driving AI adoption across content production, segmentation, and performance analytics to accelerate execution and improve personalization.
- Partnering with sales and product teams to build marketing strategies that directly support revenue goals and international channel expansion.
Director of Marketing / Brand Manager
Stanley Black & Decker (Hustler Turf Division) – Hesston, KS | 2019 – 2023
- Fortune 500 manufacturer of outdoor power equipment distributed through 1,300+ dealers and national retailers.
- Architected the brand’s go-to-market strategy, driving double-digit sales growth and positioning Hustler Turf for its acquisition by Stanley Black & Decker.
- Managed a multi-million-dollar marketing budget, overseeing all aspects of pricing, promotion, and channel marketing to deliver increased market share and dealer sell-through.
- Built and deployed scalable dealer-focused programs, including co-op advertising, point-of-sale merchandising, and lead generation toolkits—strengthening channel relationships and growing dealer-generated leads.
- Led cross-functional campaigns with big box retail partners, managing promotions, channel-specific messaging, and seasonal sales initiatives.
- Directed multi-channel national and regional advertising, increasing brand awareness and lead conversion rates across consumer and professional segments.
- Launched Hustler’s first influencer and creator-driven marketing program, reaching new homeowner demographics and expanding social media presence.
- Implemented custom analytics dashboards, providing real-time visibility into campaign ROI and cost-per-lead performance.
Director of Marketing
CivicPlus – Manhattan, KS | 2015 – 2019
- Leading GovTech SaaS company providing solutions to 12,000+ local governments.
- Directed all corporate and product marketing initiatives, leading a 15-person team while reporting to the CRO.
- Led full-funnel demand generation overhaul, doubling qualified leads within two years through the company’s first ABM and inbound marketing programs.
- Managed go-to-market strategies for multiple SaaS product launches, creating buyer-specific messaging and positioning.
- Implemented marketing analytics and performance tracking dashboards, aligning marketing KPIs with pipeline contribution and revenue targets.
- Collaborated with sales and product teams to drive lead quality, sales enablement, and product adoption across the customer lifecycle.
Director of Marketing
Vortex Valves – Salina, KS | 2011 – 2015
- Global manufacturer serving industrial and construction sectors.
- Built and managed global marketing programs supporting over 70 distributors and agents worldwide.
- Led a full corporate rebrand, positioning the company for market expansion into new international territories.
- Launched three new product lines with full GTM strategies, including pricing, promotion, and sales enablement.
- Increased inbound lead generation by 400% through SEO, content marketing, and website optimization.
- Developed multilingual marketing collateral and distributor sales tools to support channel growth.
Director of Development
Kansas State University Foundation – Manhattan, KS | 2005 – 2011
A land-grant university in Manhattan, KS, where I began as a fundraiser for the College of Engineering. I later transitioned to the Salina campus, taking on fundraising and marketing responsibilities. Highlights include leading efforts to secure funding and publicly launch the campus’s Student Life Center.
Account Executive
MarketAide Services, Inc. – Salina, KS | 2003 – 2005
A regional advertising agency managing a diverse portfolio of B2B and B2C clients. Launched my career by gaining hands-on experience in traditional and digital marketing while building skills in prospecting and securing new accounts.
BRAND BUILDING
Developed and led the creation of the Hustler “Mentality” brand campaign, designed to connect with commercial landscapers while inspiring homeowner demand by positioning them to “mow like the pros.” Personally wrote the scripts, directed on-location shot approvals, and managed production—all executed in-house without agency support and on a limited budget. The campaign generated strong engagement and brand lift, though ultimately underfunded given its success.
Hustler Mentality I
Hustler Mentality II - Your Name Rides On It
Digital Creatives
TRADE SHOWS
Planned and executed regional and national trade show strategies, including Equip Expo in Louisville, the largest outdoor power equipment show in the U.S. Led the development of high-impact booth experiences and on-site promotions that significantly increased foot traffic and brand visibility. In back-to-back years, our giveaway events packed the booth, driving strong engagement, lead generation, and positive exposure for the Hustler Turf brand.
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INFLUENCERS
Identified, negotiated, and managed partnerships with top industry influencers including That Lawn Dude, The Stripe Life, and SB Mowing, helping fuel their explosive audience growth after aligning with the Hustler Turf brand. Rather than pushing scripted content, I simply told them to keep doing what they do best—capture attention—just do it on our equipment. This authentic, hands-off approach delivered millions of impressions and significantly expanded brand reach with younger, digitally savvy audiences and landscaping pros.
