Understand the role of a chief marketing officer, their skills and qualifications, and the different ways you can engage one. Also, discover the easiest way to hire a CMO.
Nick Perold
Facilitating Growth With Clarity & Speed
I'm an an award-winning Fractional Chief Marketing Officer & Advisor. I work frequently with entrepreneurs at VC backed startups and established, privately held firms that want growth with clarity and speed. I was previously head of marketing at Bedrock Detroit, a multi-billion dollar catalytic real estate development firm in Detroit. Prior to that, I led strategy for global brands such as Rolex, Jaguar, and All Nippon Airways at the Brooklyn-based digital agency Carrot Creative (acquired by VICE Media).
I offer marketing leadership and advisory services to companies and executives via monthly simple subscription.
Work
Bedrock Detroit
https://www.bedrockdetroit.comFounded by Dan Gilbert - owner of Rocket Mortgage and the Cleveland Cavs - Bedrock Detroit is a catalytic real estate development company with over 100 properties and more than 19 million square feet under management.
I led marketing during a time of hyper-growth for the company, building an internal agency team of 20 to support all aspects of Bedrock’s portfolio including commercial leasing, residential leasing, development branding, tenant marketing, and downtown events programming.
High Water Marks
- Rebranded the company within 3 months
- Built a team of 20 with specialties in graphic design, web development, photo/video production, and project management
- Lead the branding and marketing campaign for Detroit’s bid for Amazon HQ2
- Launched TBD Magazine - a quarterly cultural magazine about Detroit, sold nationally
- Launched XODetroit - an events and programming website for all activities in downtown Detroit
- Built a state of the art sales center using 3D projection mapping and augmented reality
Small Change
https://www.smallchange.co/Small Change is an equity crowdfunding platform for impact investing in real estate. The company enables everyone 18+ to invest directly in real estate projects that score at least 60% on the Small Change Index, an ESG-style assessment that gauges a project’s social impact.
I joined Small Change as Fractional CMO to lead the company’s own equity crowdfunding campaign via Wefunder and to improve marketing efforts aimed at investors and developers across web, email, and social media channels.
The company has since raised hundreds of thousands in equity funding and increased marketing reach by 100X without the use of paid advertising.
- https://turnus.in/
TURN is the world’s leading reusable cups system for events and businesses - notable investors include LiveNation and AB InBev. I advised the CEO and leadership team for more than a year on core business elements including product and user experience design, marketing and communications, strategic partnerships, and monetization strategies.
- https://www.enjoypleasantrees.com/
Pleasantrees is a vertically-integrated cannabis company with operations in Michigan and Massachusetts. I led marketing for Pleasantrees after they raised their Series A - building the team, owning the go to market strategy, and authoring all of the brand’s core messages.
At the time, Michigan’s recreational cannabis market was just about to open and there was intense competition to build brand awareness and loyalty even before stores could open. To do this, I led a small team to deliver a provocative and endearing creative campaign aimed at taste makers around Michigan. It worked and Pleasantrees quickly became the brand to beat or partner with.
New World Diamonds
https://www.newworlddiamonds.comNew World Diamonds is a direct to consumer retailer of lab grown diamonds. I worked alongside the co-founder and CEO to establish the company’s initial brand and digital marketing strategy at a time when lab grown diamonds were still a relatively new concept to consumers.
Within 12 of months of starting from zero we achieved $1MM in annualized revenue and a 3X ROAS.
Carrot Creative (acquired by VICE)
https://www.nickperold.com/work/carrot-creativeCarrot Creative was a best of breed digital agency specializing in social media. The agency grew rapidly and was acquired by VICE Media. After building the original strategy group at Carrot I was promoted to oversee platform partnerships and lead strategy for key accounts including Rolex and All Nippon Airways (some of Carrot’s largest clients at the time).
High Water Marks:
- Built the original strategy group at the agency
- Pitched and won Jaguar USA as social media agency of record
- Launched Rolex’s global presence on social media
- Won All Nippon Airways (largest airline in Japan) using a unique, strategic POV
- Established the first-ever VR-agency relationship with JauntVR
Experience
The Purple Crayon
Fractional Chief Marketing Officer
Nov 2018 - Present
As a Fractional Chief Marketing Officer I help businesses grow by telling better stories (and by building teams and processes so those stories excite the right audiences repeatedly.)
Bedrock Detroit
Vice President of Marketing
Jan 2016 - Oct 2018
detroit-based bedrock is a full-service real estate firm specializing in acquiring, leasing, financing, and managing commercial and residential space. since its founding in 2011, bedrock and its affiliates have invested more than $3.5 billion in developing more than 100 properties in downtown detroit and cleveland totaling more than 16 million square feet. bedrock’s real estate portfolio consists of more than 330 office and retail tenants in detroit’s technology-centric downtown. for more information, visit www.bedrockdetroit.com or engage with us on twitter @bedrockdetroit and facebook. for information on career opportunities, visit www.quickenloanscareers.com, click on the ‘view open positions' tab, select bedrock real estate under 'family of companies’ and apply today!
Carrot - A Vice Company
Vice President of Strategic Development
Mar 2011 - Feb 2016
Carrot Creative was a best of breed digital agency specializing in social media. The agency grew rapidly and was acquired by VICE Media. After building the original strategy group at Carrot I was promoted to oversee platform partnerships and lead strategy for key accounts including Rolex and All Nippon Airways (some of Carrot’s largest clients at the time).
Related Blog Posts
What Is a Chief Marketing Officer (CMO)? 15 Key Responsibilities How to Hire a CMO for Transformative Growth: 8 Key Strategies Discover how to hire a CMO using eight critical steps, and get strategies to empower your CMO for success. Uncover the easiest way to hire the ideal CMO through Go Fractional.
What Is a Fractional CMO? (Services, Key Benefits, How to Hire) Explore how a fractional CMO can unlock growth in your business. Dive into the proven benefits and find out how to hire top talent through Go Fractional.
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