Leadership
Mark Redshaw, Senior Vice President Sales and Marketing
Mark Redshaw is Senior Vice President of Sales and Marketing. Prior to joining PSA Mr. Redshaw held executive marketing and sales management positions at UARCO, R. R. Donnelley and Banta Direct. For over 25 years, Mr. Redshaw has been developing successful direct marketing initiatives for many companies of the Fortune 500. He has first-hand knowledge and experience with every development in direct marketing and has been personally involved in the creation and implementation of some of the most complex, direct marketing initiatives.
The CMO Role at PSA
Every Chief Marketing Officer I talk with is trying to do more with less. That is what keeps them up at night. My own job as Senior Vice President of Sales and Marketing for PSA is to articulate our capability and dedication to addressing that challenge. Fortunately our message resonates, PSA has proven its worth by reducing marketing costs year-over-year for many of the largest companies and brand name.
Marketing is being transformed by technology. The most obvious technology-based marketing innovation is the Internet, a revolutionary medium that, like a great river, has a main channel and thousands of tributary channels leading to and from market segments. The task of the CMO is to create marketing strategy that analyzes, gathers, and deploys both traditional and new media to meet business objectives in the context of these revolutionary changes. That is no small challenge.
Fortunately technology has also provided us with some very effective analytical and development tools to support the CMO. At PSA we have mastered the art and science of slicing and dicing data until the most seemingly insignificant variable reveals itself. And when it does it often turns out to be not so insignificant.
Data is, of course, the core of list management and its related discipline of demographics. But data is also the source of valuable, actionable information for production sourcing, project management, search engine management and optimization, logistics and distribution. When the CMO takes into account all these variables and incorporates them into his or her strategic planning, the results that emerge can truly be said to have produced more with less.
PSA is a marketing supply chain management company whose value to its clients is expertise in all these areas, backed by growing institutional knowledge and skill. As the Chief marketer at PSA, I am constantly impressed with the range and depth of the resources available here at PSA to my fellow CMOs. To find such human, technological, and project management expertise all in one place essentially frees the CMO from the expensive, time-consuming task of vetting, selecting and managing these resources individually.
These days no CMO can afford to ignore any of the many channels to the ultimate customer. This is true of retailers, direct marketers, and business-to-business sales. PSA provides a silo-free, channel-agnostic, collaborative marketing partner for every aspect of cross-channel marketing. We enable the CMO to do more with less and simplify the complexity of managing the wide range of resources at their command.