MARK FRIESEN
STRATEGIC MARKETING LEADER
OUTDOOR POWER EQUIPMENT
PROFESSIONAL OVERVIEW
Results-driven marketing leader with 20+ years of experience in marketing—including expertise in the Outdoor Power Equipment (OPE) industry—specializing in building brands and driving growth through independent dealer networks. Proven success developing and executing marketing programs that help local dealerships thrive, where customer service, community reputation, and personal relationships often outweigh the equipment brands themselves.
Skilled in building marketing functions from the ground up and creating full-funnel strategies that include point-of-purchase (POP) and point-of-sale (POS) programs, social media, paid digital, email marketing, print, billboards, and grassroots events such as open houses and local sponsorships. A strong believer in the power of local engagement, with a track record of helping community-based businesses connect authentically with their customers to drive leads, sales, and loyalty.
CORE COMPENTENCIES
- Dealer Channel Marketing & Field Execution
- POP/POS Design & Deployment
- Local Market Advertising (Digital, Print, Outdoor, Events)
- Social Media & Community Engagement
- Email Marketing & Customer Retention Programs
- Paid Digital Media (Google Ads, Meta Ads)
- Messaging Strategy
- Event Marketing & Grassroots Promotions
- Local Search Engine Optimization
- Sales Enablement & Dealer Support Tools
- Analytics, ROI Tracking & Lead Generation
- Team Leadership & Agency Management
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
- Led the go-to-market strategy and brand development for Hustler Turf, helping drive sales growth and increasing market share across a 1,300+ dealer network and national retail partners.
- Developed and executed local marketing programs tailored to independent dealers—building POP/POS materials, co-op advertising, social media content, and lead generation tools to help dealers connect with their communities and drive sales.
- Directed multi-channel advertising and field marketing efforts including print, digital, influencer, and event activations to build brand awareness at both the dealer and consumer level.
- Spearheaded high-impact participation in Equip Expo and other regional events, creating engaging booth experiences that generated significant traffic and exposure for the brand.
- Built Hustler Turf’s first influencer program by partnering with emerging creators, driving millions of impressions through authentic, unscripted content on our equipment.
- Championed the belief that dealer service and local relationships are central to the brand's success, ensuring marketing messaging consistently reflected that value.
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.
