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Gary Lancina

Chief Marketing Officer at LUMA Institute in Greater Milwaukee Area, work portfolio and resume. Strategic Marketing Executive with over 24 years of diversified experience in consumer packaged goods and durables, publishing, retail, and interactive/online industries. Proven track record in revenue and profit growth achieved through brand and business development, user experience enhancement, product innovation, and improved operating efficiency. Recognized for optimizing relationships between agencies and internal teams. Inspirational leader accomplished in building teams. Adept at redefining competitive space and creating innovation stream to grow revenue. Maximizes contributions to business success from advertising, promotions, and design. Leverages solid brand marketing foundation to deliver online growth and mobile marketing solutions. Specialties: Brand & Business Development Leadership & Team Building Vision & Strategy Product Innovation New Product Development Interactive/Online Marketing Quantitative Results from Creative Endeavors Improved Operating Efficiencies

Chief Marketing Officer at LUMA Institute LUMA Institute Student at Premium Member

Greater Milwaukee Area

4

projects

5

team members

31

followers

38

following

Work Resume Activity
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BP: Side by Side
TV Commercial, TV Campaign, Integrated Campaign by Ogilvy Chicago for BP
2
5
1
Master Lock Print Ads - DC Characters
Print Ad, Integrated Campaign, Viral / Guerrilla by Cramer-Krasselt Milwaukee for Master Lock Co.
1
Redbox Out of Home
Billboard, Outdoor / Out of Home, Integrated Campaign for Redbox
2
1
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Summary
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Strategic Marketing Executive with over 24 years of diversified experience in consumer packaged goods and durables, publishing, retail, and interactive/online industries. Proven track record in revenue and profit growth achieved through brand and business development, user experience enhancement, product innovation, and improved operating efficiency. Recognized for optimizing relationships between agencies and internal teams.


Inspirational leader accomplished in building teams. Adept at redefining competitive space and creating innovation stream to grow revenue. Maximizes contributions to business success from advertising, promotions, and design. Leverages solid brand marketing foundation to deliver online growth and mobile marketing solutions.


Specialties: Brand & Business Development

Leadership & Team Building

Vision & Strategy

Product Innovation

New Product Development

Interactive/Online Marketing

Quantitative Results from Creative Endeavors

Improved Operating Efficiencies
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Experience
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Senior Director - Global Brand & Influencer Marketing Strategy
June 2016 - Present | Fond Du Lac, WI, USA
Guiding strategy and implementation of brand positioning, consumer outreach, sponsorships, and online presence.
Thought Leader
2015 - Present | San Francisco, CA, USA


                        
Senior Consultant, Consumer Insights
August 2015 - June 2016 |
Accelerate growth via client and solution development.  Evangelize and promote brand via thought leadership and new marketing content.
Chief Marketing Officer
January 2015 - March 2016 |
Develop and implement marketing strategies to accelerate growth.  Collaborate on evolution of product and service offers.
Program Director, Retail Partnerships and Innovation
October 2013 - December 2014 |
Lead the enhancement of the BP branded consumer experience and creation of competitive advantage via innovation and strategic retailer relationships.
Marketing Director - Product & Offer Development
2010 - October 2013 |
Lead teams responsible for fuels product strategy & management, consumer & customer insights, and the overall consumer experience at BP branded gas stations.
VP - Marketing
2007 - 2009 |
Built marketing team and transformed marketing into strategic function.  Boosted active customer counts to increase comp location revenue and grow market share.  Mobile marketing promotion profitably delivered over 460,000 new customers. Grew utilization of redbox.com for online reservations by 180%. Guided customer experience improvements, advertising, and promotional efforts.
VP - Marketing
2005 - 2007 |
Led four business units:  Local Travel, Internet, New Technologies, and Commercial Transportation.  Developed and directed business strategies, including process improvements, advertising, and new products to stem decline of Local Travel.  Accelerated internet category growth by 37%.
Senior Brand Manager
1998 - 2004 |
Managed strategic planning and P&L performance of personal care category.  Developed and directed business strategy, including advertising, promotions, sampling, and new products to achieve highest sales totals in 30-year history of Shave business.  Guided development of insideedge.com, winning WMA WebAward for Best Sports Website.
Senior Product Manager
1996 - 1998 |
Recruited to boost growth for the company’s largest category.  Tripled sales growth within a year.
Associate Product Manager
1993 - 1996 |
Held domestic and international marketing positions.  Emphasis on new product development.
Consulting Associate
1992 - 1993 |
Engagements focused on international marketing and competitive intelligence.
Education
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CIMBA
Master of Business Administration (M.B.A.) in International Business
1991 - 1992



                        
Clemson University - College of Business and Behavioral Science
MBA in International Marketing
1991 - 1992



                        
Fulbright Scholar
None
1989 - 1990



                        
Pomona College
BA in Government, German
1985 - 1989



                        

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