Brian Lancey
38 Duncan Road • Ho Ho Kus, New Jersey • 07423
Phone: 646-753-1757 • E-mail : BrianLancey@gmail.com
Summary
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Progressive and skilled senior leader with veteran experience in sports and entertainment marketing,
sponsorships, events and business development curating brands for 13 years. Will bring leadership to:
o Strategizing, conceptualizing, planning, negotiating, activating and measuring initiatives
o Leading and working across organizational and cross-functional teams
o Recruiting, motivating and growing staff while delivering results
o Developing, managing and tracking P&L’s and budgets
o Agency management, optimization & negotiations
Professional Experience
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Brand Synergy Group / Primary Wave Music: 2010 – Current
New York, NY
Partner, Vice President of Strategic Marketing
An executive of a brand-focused lifestyle, music and entertainment consulting agency responsible for
strategic marketing efforts for the agency’s brand and talent clients, which include NIVEA, Klipsch, Mars
Chocolate, NBC, TGI Fridays, EXPRESS, CeeLo Green, Melissa Etheridge, Cypress Hill, Big Gipp,
Naughty By Nature, Audien, Cris Cabb, Jane Lynch and Dylan McDermott among others.
o Built new business relationships developing programs and concepts for Mars Chocolate, NBC,
McIntosh Labs, TGI Friday’s, Klipsch, VOXX and EXPRESS.
o Established music and sports brand consulting division by securing new retainer clients: Klipsch
Audio, 360Fly, TGI Friday’s, EXPRESS, Mars Chocolate, Audiovoxx and McIntosh Labs.
 Lead sports & entertainment consultant for Klipsch Audio, McIntosh Labs, Express and
Mars Chocolate which includes integration across strategy development, digital and
social media, PR, experiential and seeding platforms.
 Evaluated and retooled the Klipsch music vertical strategy building the first ever global
music partnership for generating consumer recognition and brand building.
 Built the Klipsch culinary strategy that includes partnerships with chefs, food and wine
festivals and media outlets.
 Developed new strategic alliances generating new B2B distribution networks for Klipsch
within the fashion, cycling, culinary and transportation industries.
 Established unique Mars Chocolate hospitality programs for global entertainment events.
o Provided account service oversight on NIVEA and drove experiential marketing initiatives
 Built the NIVEA & Rihanna global tour sponsorship totaling 61 events in 18 countries
generating over 6 million earned media impressions and drove 163% Facebook growth.
 Conceptualized and directed NIVEA’s national PDA Day, executing 11 markets in one
day generating more than 380 million earned media impressions, 32% increase in twitter
followers and 7,079,000+ earned digital media impressions.
o Drive strategic planning for agency’s consulting clients while developing goals and KPI’s.
o Develop and oversee program and client budgets.
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Mars Chocolate North America: 2010 - 2011
Hackettstown, NJ
Director of Sports Marketing / Senior Brand Manager
A senior member of the sponsorship team responsible for all aspects of the Mars Chocolate NFL and Six
Flags Great Adventure properties.
o Directed one of the largest marketing expenditures across Mars globally; managed over a $25M
sponsorship budget that drove double digit sales growth year over year.
o Facilitated the NFL sponsorship which drove more than $58M in sales (M&M’s, SNICKERS,
Twix, 3Musketeers, Milky Way and My M&M’s).
o Accounted for a top 5% ROI in 2010 across the Chocolate business unit.
o Led a cross functional team of 30+ associates across forecasting, demand planning, packaging,
finance, legal, media, shopper marketing, PR, social media, brand, sales and 6 agencies.
o Drove the strategic development of the first ever sales incentive program leveraging the
company’s sponsorship assets.
o Strategized and facilitated product integration across the NFL and Six Flag media properties.
o Collaborated with Consumer Insights to build the appropriate Marketing Mix Model ROI analysis
o Assisted with key activation platforms within the M&M’s and NASCAR sponsorship portfolio.
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Dr Pepper Snapple Group/Cadbury Schweppes: 2007 – 2009
Rye Brook, NY
Manager, Marketing Partnerships & Events
Managed partnership initiatives for the beverage brands Venom Energy, Dr Pepper, Snapple, Canada Dry
and Nantucket Nectars. Responsibilities included strategy development, leadership in program
innovation/activation, development/coordination with bottlers and distributors, cross-functional execution,
staff development, measurement/evaluation and budget management.
o Partnerships: Developed and executed national and local partnership strategy. Utilized local
sponsorships to drive volume, distribution and provide meaningful added value. Spearheaded
multiple million-dollar negotiations with new and existing sports and entertainment properties
within the motorsports, extreme sports and endurance sports categories. .
o Celebrity Marketing: Led all brand strategy surrounding celebrity endorsements. Negotiated over
20 endorsement deals in 2009 resulting in a 17% market share growth.
o Metro New York: Responsible for the strategy and media activation of Snapple’s multi-million
dollar New York Metro sponsorship. Charged with revitalizing and restructuring the landmark
partnership with New York City.
o ROI Measurement: Key member in the developed of the sponsorship department analysis and
measurement tools.
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IMG: 2006
New York, NY
Account Manager - Team Leader
Facilitated the Professional / College Sports platform of Verizon, the Consulting Division’s largest client.
o Presided over a 12 property portfolio amassing $3M in rights fees. Responsible for strategy
development, partnership negotiations, budget management, property/client liaison, and personnel
development. Executed programs that exceeded forecasted ROI by 12%.
 Octagon Worldwide: 2003 – 2006
Norwalk, CT
Senior Account Executive (Promoted from AE to SAE within nine months)
o CENTURY 21: Managed and activated the Major League Baseball marketing platform, which
included the CENTURY 21 Home Run Derby, the Hank Aaron Award and corporate hospitality
programs. Augmented the CENTURY 21 Home Run Derby coverage on average by 18%
annually. Restructured the Hank Aaron Award voting which spiked fan participation 400%.
o Computer Associates: Led the new business team responsible for signing this new client with
initial year billings exceeding $500,000. Created, activated and tracked results for the golf
platform, including the World Golf Championships events and the first annual Corporate Golf
Tournament including its satellite events in the United States, UK and Dubai.
o Viagra (Pfizer): Primary liaison for the Major League Baseball and 12 Club sponsorships,
activating all components of the integrated marketing initiatives on a national and regional level.
o Sprint / Mars Chocolate: Planned and managed the on-site NASCAR and Super Bowl programs
including staff recruitment, activation, consumer sweepstakes and customer marketing.
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National Communications Group: 2001 - 2003
New York, NY
Account and Production Manager
Responsible for servicing the agency’s sports and entertainment clients developing and integrating creative
messaging & branding across various marketing platforms.
Education
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Fordham Graduate School of Business MBA 2011; Dual Concentration in Finance & Brand Marketing
Ithaca College; BA in Marketing 2001
Ithaca College Baseball
Recognition
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Cadbury Schweppes “Making Some Noise” Award, 2007. Marketing recognition award for creative and
innovative programming.
Dr Pepper Snapple Group Marketing Super Hero Award, 2007 & 2008. Marketing recognition award for
going above and beyond the call of duty.
Guest lecturer at Fordham Graduate School of Business, N.Y.U. and Fashion Institute of Technology
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