Lance Porigow

About Lance Porigow

A seasoned marketing strategist focused on marketing “Next Practices,” the best practices of tomorrow. A native from Silicon Valley, he was an early Internet Pioneer working with Netscape in the 1990s and has been at the forefront of digital innovation ever since. A published thought leader and citizen data strategist, Lance writes about how behavioral data is transforming foundational tenants of marketing. Throughout his atypical career journey, he started the first Premium Programmatic Media conference, established a “Reverse Segmentation” approach to scaling audience growth, fought the rampant Bot Fraud with the Association of National Advertisers, and consults on Digital Transformation engagements for global enterprises. Lance joined The Shipyard through the acquisition of a Marketing Futures Consultancy he co-founded that incubated a portfolio of Venture Capital backed MarTech SaaS start-ups.Lance has been called upon to serve in an interim CMO/CDO role helping architect successful turnarounds for clients such as Mars, Meow Mix, and Weleda and served as the “Innovator of Record” for USAA. He served on the Global Brand Board and as interim Marketing Director for the Dove Chocolate business and during his tenure, the business experienced double-digit growth rates in a mature category. And was the Chief Marketing Officer in Residence for Mars\' CocoaVia brand, relaunching the D2C platform in conjunction with McKinsey. Lance knows how to manage through change, having been through six acquisitions on both buy and sell sides and won over $100M in new business billings in just 12 months. His agile, entrepreneurial problem-solving approach led him to tackle a company-wide sales quagmire for Procter and Gamble, developed brand strategies for the AT & T Broadband divesture, worked on the start-up business plan to spin-out Western Union Digital and assemble and run Virtual Agency Networks of marketing specialist boutiques for Unilever and Pepsi. He co-authored Unilever’s TRESemmé Digital strategy globally, blueprinted a Digital Transformation Program for Avon, and was a Change Management Consultant to the biggest consultancy in the world, Accenture. Lance also oversaw the digital launch of an award-winning campaign for Diageo’s Smirnoff brand across 50 countries to reverse a negative sales trend and won an EFFIE for Edward Jones Investing.

Experience

1. Chief Marketing Officer (17-20) EVP, Growth (20-present), Ecommerce Practice Lead

   The Shipyard

   Jan 2017 — Present · New York, NY, US

   Lance leads The Shipyard’s Growth Engineering discipline and authors Thought Leadership on behalf of the company around bringing data and creativity together to drive growth. He leads Digital Marketing and Transformation engagements for The Shipyard clients such as Mars Wrigley, Prestige Consumer Health, Bollé, Weleda, Dick’s Sporting Goods, BrewDog, NCR, CO-OP Financial Services amongst others.

Education

• Marketing Artificial Intelligence Institute

  AI Mastery Certification (In Progress)

• University of Michigan - Stephen M. Ross School of Business

  BBA, Marketing, Management

  1991 — 1993

• University of Michigan

  BBA, Marketing and Psychology

  1989 — 1993

• Ehrenberg-Bass Institute

  Strategies of Desire; How Brands Grow, Marketing Science

  2008 — 2010

Skills

• Web Analytics
• Strategy
• E-Commerce
• Integrated Marketing
• Entrepreneurship
• Corporate Branding
• Management
• Sem
• Multi-Channel Marketing
• Mobile Marketing
• Digital Media
• Media Planning
• Online Marketing
• Online Advertising
• Interactive Marketing
• Account Management
• Digital Marketing
• Relationship Marketing
• Social Media Marketing
• Brand Development
• Direct Marketing
• Brand Awareness
• Analytics
• Marketing Research
• Business Strategy
• Strategic Planning
• Brand Architecture
• Competitive Analysis
• Start-Ups
• Creative Direction
• Strategic Partnerships
• Customer Acquisition
• Product Development
• B2b Marketing
• Market Planning
• Marketing
• Brand Management
• Content Strategy
• Marketing Strategy
• Creative Strategy