Mark Soder
Director, Brand Marketing - Golf @RBC
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WORK HISTORY
Director, Brand Marketing - Golf @RBC
Lead RBC\'s Golf platform, managing all media, marketing, activations, hospitality, executions, and budget, which is RBC\'s single largest concentrated advertising/media spend. Lead Golf’s creative production, including developing brief, agency and creative territory selection, script approvals, pre & post-production needs, testing and final treatment approvals. Results: have increased RBC’s U.S. brand awareness scores seven of the last eight years. Currently ranked third non-endemic brand in golf.Launched U.S. Wealth Management’s inaugural programmatic digital golf campaign, saw triple digit lift in new leads vs. same period YoY and a -25% reduction in cost per lead.Lead RBC’s two PGA TOUR title sponsorships as well as our President’s Cup programs (2017 & 2024), and our relationships with PGA of America (Ryder Cup 2016, 2021(Official Global Partner) & 2025), Golf Canada, and the PGA of Canada.Manage selection process for our roster of PGA & LPGA TOUR brand ambassadors, including measurement & score carding, contractual negotiations, appearances, and production commitments.Expanded RBC’s cross-organizational utilization of our golf assets from one to eight internal business partners.Launched the RBC Community Junior Golf platform, an initiative to increase the number of youth golfers in Canada from traditionally underrepresented backgrounds and communities.
EDUCATION
Ohio University
Master of Sports Administration
Ohio University
Master of Business Administration (M.B.A.)
Laurentian University/Université Laurentienne
B.Comm/SPAD, Sports Admin
ABOUT MARK SODER
Focused, self-motivated, innovative, and determined sports marketing business professional with over twenty-years of extensive property, agency, and brand experience having worked in professional football for the NFL league office, CFL league office, Cleveland Browns, and the San Diego Chargers. Currently leads RBC\'s Golf platform, managing all media, marketing, activations, hospitality, executions, budget management and creative development needs, which is RBC\'s single largest concentrated advertising/media spend. Includes title sponsorship of two PGA TOUR tournaments, a roster of PGA & LPGA TOUR brand ambassadors as well as partnerships with the PGA of America, Golf Canada and PGA of Canada. Was a George Brown 5-To-Watch Nominee (2021), an award that recognizes sports business professionals who have demonstrated significant success during their early to mid-careers and are poised to become the next generation of industry leaders. In 2012, was named a Partnership Activation ‘Rising Star’: an initiative that honours young professionals aged 30 and under who are making an impact in the sports industry early on in their career. An active alumnus within my Alma Maters: Ohio University, Laurentian University and Lakefield College School: serving as a mentor, advisory board member, guest speaker, project lead, committee member. Earned a Bachelor of Commerce degree (majoring in Sports Administration (SPAD)) from Laurentian University, where I was elected Treasurer of the Student Council. Also hold a Master of Business Administration degree and a Master of Sports Administration degree from Ohio University where I was elected MBA Class President.
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