Lucas Mason

About Lucas Mason

I’m a senior marketing and go-to-market leader with 15+ years of experience helping organizations grow in practical, measurable ways, especially in environments where the market is shifting and the path forward isn’t obvious.My background spans agency, hospitality, and long-term in-house leadership. Over time, my roles have expanded from hands-on execution into broader responsibility for growth strategy, revenue alignment, and customer experience. I’ve worked closely with executive teams to navigate change, make tradeoffs, integrate acquisitions, and help build and evolve systems that still work when demand softens, priorities shift, or resources are limited.I’m most effective at the intersection of strategy and execution. I care deeply about clarity, clear priorities, clear ownership, and work that moves the business forward rather than creating noise. Sometimes that means leading teams directly, other times it means partnering closely with strong leaders and staying hands-on where it matters.Over the last several years, my work has focused on building and refining go-to-market and revenue systems in environments where growth is not guaranteed. That includes navigating demand volatility, shifting buyer behavior, tighter budgets, and periods of revenue plateau. I’ve learned to focus less on volume-at-all-costs and more on building durable demand engines, improving conversion and average deal size, and aligning teams and systems to perform when conditions are less forgiving.Areas I tend to focus on include:• Go-to-market and growth strategy• Revenue and pipeline alignment• Demand generation and performance marketing• Brand positioning and customer experience• Leading through complexity and change

Experience

1. Vice President, Revenue & Marketing (Customer Experience)

   TentCraft

   Jan 2023 — Present · Traverse City, MI, US

   TentCraft is a manufacturing and experiential marketing company serving brands and agencies nationwide.Official title: Vice President of Customer Experience. Role scope includes leadership of Marketing, Sales, Client Services, and CreativeOperated within a highly seasonal, demand-driven business model requiring disciplined GTM execution and pipeline efficiency.Scope & focus areas- Go-to-market and growth strategy across marketing, demand generation, and customer experience- Revenue and pipeline alignment in close partnership with sales leadership- Owned and evolved demand and revenue systems across HubSpot and Salesforce, including funnel definitions, pipeline visibility, attribution, and reporting- Partnered with sales leadership to align marketing, pipeline, and revenue metrics and improve signal quality across the funnel- Used performance and pipeline data to guide prioritization, tradeoffs, and investment decisions across channels and teams- Building and evolving demand systems across paid media, content, web, and conversion- Translating executive priorities into objectives, key results (OKRs), and executable plansSelect Business Impact:Contributed to the company’s growth from an early-stage organization into a ~$20M business over multiple phases, with responsibilities expanding from hands-on execution to executive-level go-to-market and revenue leadership.Helped lead a rapid go-to-market pivot during the COVID-19 pandemic when the company’s core event business disappeared, repositioning the organization toward the healthcare market and contributing to continued growth during a period of widespread industry contraction.Led the first-year integration of World Class Displays following acquisition, working cross-functionally to align teams, processes, and go-to-market strategy while maintaining operational continuity.

Education

• Grand Valley State University

  BA, Advertising & PR

  2003 — 2007

Skills

• Copywriting
• Pardot
• Digital Marketing
• SEO Copywriting
• Lead Generation
• Sales
• Marketing Strategy
• Sem
• Web Analytics
• Multi-Channel Marketing
• Web Marketing
• Project Management
• Ppc
• Social Media Measurement
• Landing Page Optimization
• Keyword Research
• Communication Training
• Google Analytics
• Salesforce.com Administration
• Interactive Marketing
• Facebook
• Direct Marketing
• Omniture
• Local Search
• Salesforce.com Implementation
• Online Marketing
• SEO
• Email Marketing
• Social Media Marketing
• Online Advertising
• Google Adwords
• Analytics
• Social Media
• Market Research
• E-Commerce
• Advertising
• Organic Search
• Digital Strategy
• Marketing