Mary CarpenterChicago, Illinois, United States
Brand and performance marketing executive with a track record of success in leading change at the cutting edge of the industry. C-level thought leader and capability builder known for expertise in cross-channel strategic planning, digital and performance channels, technology and data solutions, and media innovation.
Chief Digital Officer
Oct 2020 - Current
Carpenter Media Group, LLC
Jan 2020 - Sep 2020
April-September 2020: Partnered with CMO and other executives at Allstate to support media planning and buying for $700 million budget across brand and performance channelsJanuary-March 2020: Consulted with Centro on growth initiatives related to media services operation.
President, Midwest Region
Jan 2015 - Dec 2019
Led the Chicago office of PHD, home to the agency's partnerships with SC Johnson, Hormel Foods, Kohler, Porsche and more.
Oct 2012 - Dec 2014
Executive responsibility for client management, new business, capability building, and talent development for Mindshare’s second largest office in North America. Chicago office clients include Kimberly Clark, BP, Abbott, Purina, Sam's Club, American Family Insurance and Dyson.Led Mindshare's Performance Marketing practice across North America, with a focus on the agency's core capabilities in acquisition marketing, e-commerce, direct response and predictive analytics. Also was responsible for leading efforts to expand performance-focused products and techniques to support Mindshare's broader Adaptive Marketing practice.
EVP, Managing Director
SMG Performance Marketing
Jun 2010 - Aug 2012
Business unit leader for Halogen Response Media, SMG’s direct response capability supporting acquisition marketing needs for Comcast, Bristol Meyers Squibb, Allstate, Walmart, Avon, and Kraft. In charge of marketing, sales and delivery of full service response marketing capability: planning, buying, optimization, analytics and reporting for all types of performance media (DRTV, direct mail, display, SEM, email, print, inserts, in-store, radio)Also led SMG Directory Marketing business unit focused on hyper-local media products and services including online and mobile directories, profile management, local SEM/SEO and location-based media, and traditional print directories.
EVP, Starcom USA
Starcom MediaVest Group
Mar 2009 - May 2010
Led U.S. client partnerships representing $20MM in revenue and over $400MM in media billings: Walgreens, Hallmark, Sara Lee, Nintendo, Heinz, Del Monte, Advance Auto PartsResponsible for delivery of integrated media services across traditional and digital media, national and local geographies, general and multicultural targets, and brand and retail messaging strategies.
Head of Strategy and Operations
Jan 2006 - Feb 2009
Led the U.S. planning teams and operations capability for GM Planworks, SMG’s dedicated media unit servicing all General Motors vehicle divisions, as well as OnStar, GM Goodwrench, AC Delco, and GMAC.Oversaw media budgets totaling more than $2 billion across corporate, division, and field marketing entities. Managed P&L for entire GM U.S. assignment across offices in Detroit, Chicago and New York.
Chief Operating Officer
Jan 2001 - Dec 2005
Pitched and won consolidated GM media planning assignment leading to largest single win ever for the agency.Led the opening of SMG’s GM Planworks office in Detroit, including the establishment of office facilities and IT infrastructure, the recruitment of talent at every level, and the creation of comprehensive media and financial systems to support $2 billion in media spending.
Media Director, Associate Media Director, Media Supervisor
Jun 1995 - Dec 2000
Various positions at Leo Burnett and Starcom USA on Motorola, Hallmark, P&G, Heinz, Starkist, and General Motors
Miami UniversityB.S., Mass Communication
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