YA’s new Sr. VP of Marketing, Mark Allen, discusses next-level data insight

YA welcomes our new Senior Vice President of Marketing, Mark Allen, who discusses how we’re delivering next-level data insights (128)

Happy to be here
Senior Vice President of Marketing Mark Allen

Moving to Minneapolis in January is not a proposition for the faint-of-heart, especially not for someone who, like me has had his blood thinned by years of warm southern living. But I’ve been working in the marketing and sales industry long enough to know that when a great opportunity arises, little things like below-average temperatures and weekly blizzard warnings don’t matter—you have to act, and act right away.

That’s how I moved from a Memphis-based job as Vice President of sales for a $1.3 billion company to this new position in the thriving – if chilly — hub of downtown Minneapolis. I’ve known YA President and CEO Chris Behrens for many years, and I have nothing but respect for his ability to build strong companies that meet real needs and help clients strategically forge meaningful and long-term relationships with their consumers. So when Chris and I talked about the great things that have been happening during his leadership at the helm of YA, I found myself intrigued at the prospect of joining a top-level team of next-gen strategy and insight experts who can not only stimulate consumer demand, but convert that demand into profitable sales.

As the new Senior Vice President of Marketing for YA, I come on board at a time when the organization has successfully achieved the remarkable feat of transforming from the household name in traditional rebate and enter-to-win fulfillment to an agile and nimble leader in a newly digitized business model. Our sweet spot has always been flawless execution, and we’ve added to that strength with exponential growth that’s allowed us to take our place as a respected player in the space of strategic direction, analytics and insight.

It’s a field of endeavor that’s changing every day, but luckily for me, I’m happy to embrace change – even the kind that’s accompanied by frosty wind chills. I’m ready to bring my own expertise in digital and direct marketing, decision sciences and business intelligence to the already formidable deep-bench of talent we’ve brought on board here in Minneapolis.

If you’d like to find out more about my plans to help Chris achieve his vision to help our clients acquire new customers, retain the ones they have, and build loyalty among all who touch their brands, then I’d love to begin a conversation with you. Please contact me to get the ball rolling and get your brand closer to achieving your goals for meaningful, profitable customer engagement.

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