Mark Button ​​​​​

10Fold Communications - Senior Consultant​ 

September 2020 - present

San Diego, CA

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At 10Fold I provide strategic counsel, media relations and writing services for clients in the enterprise, mobile infrastructure, big data, supply chain technology, AIOps, and cloud/data management sectors. I also support account teams in developing GTM strategies, reporting and measurement and client content creation.

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Button Strategy &  Consulting - Principal​

July 2019 - present

San Diego, CA

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Bespoke strategic marketing and communications/PR counsel and support provided to clients and agencies across life sciences, technology, software, and mainstream business-to-business. Clients include the American Chemical Society, Hunterian Medicine, VelaDx, NeuClone, UCAP, The Cottage Liverpool, Nanopec, and others. Services include brand review, media intelligence, PR and marketing communications strategy development, key messaging development, media engagement planning, public relations, media relations, and measurement.

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CG Life  - Senior Media Strategist

​July 2017 - July 2019

San Diego, CA

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Provided strategic brand and communications counsel to life science clients across pharma, bioscience, biotech, medical cannabis, food ingredients, bioinformatics, AI/ML, and genomics. Supported cross-discipline integration across the agency, as well as working on new business development, tactical deployment, reporting and measurement, budgeting, and resourcing. Client experience: Thermo-Fisher, DNAnexus, CPhI North America, ATCC, Arcadia Biosciences, Arcadia Specialty Genomics. CAMP4. Jungla, VelaDx, Catalent, Boehringer-Ingelheim, Genomatica, Hunterian, and Gilson.

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Highlights include:

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• Successful launch of Arcadia Speciality Genomics into the industrial hemp and CBD spaces in February 2019 - from inception to market in 22 days.

• Launch and rolling media behind the GoodWheat brand of specialty wheat varieties. 

• Highly successful PR support of CPhI North America 2018 and 2019.

• Solid new business conversion rate.

• Growing numerous client accounts organically.

• Mentoring junior staff.

• Projecting expected revenue increase of 15% for full-year 2019.​

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Weber Shandwick - Vice President

​January 2014 - May 2015

San Francisco, CA

 

Weber Shandwick, the #2 global marketing communications agency, recruited me as Vice President to be part of their technology group in the Bay Area, overseeing key client accounts including NETGEAR, Gigamon, Citrix, SolarCity, OneRoof Energy, and Global Logic.

 

I successfully drove strategy, planning, operations, P&L, and reporting, and was part of the executive committee working on revamping company mentoring programs and putting in place cross-discipline account teams. 

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Key wins included directing the launch of NETGEAR’s Arlo product line with very successful CES2015 pre-launch demos and events, and stepping in as Gigamon’s Director of Communications two days a week for three months to drive product and strategy while they worked on finding a full-time replacement. Media-trained SolarCity executives at their Sales and Customer Account Management headquarters in Las Vegas.

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Strategic Brand, Communications and Creative Consultant

​January 2013 - July 2017

San Francisco, CA/Portland, OR/San Diego, CA

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I ran my own freelance consulting service offering strategic brand development and communications services to a variety of consumer and technology clients and agencies, including Liberty Communications, mdg, Agency Brazil, Jama Software, ieCrowd, DietSensor, Tribogenics, Naked Food Magazine, The Strawberry Field Project, Parker Hannifin, the Young Presidents Organization, and Sanaria. Working as an extension of the client’s team, I provided counsel on strategy, planning, content creation, outreach, and reporting. Highlights include:

 

• Successful launch of Jama Software into the semiconductor and embedded systems market.

• Launching the award-winning Naked Food Magazine, working with celebrities including Kristen Bell, Jason Mraz, Laura Prepon. Lisa Rinna and Melissa Etheridge.

• Successfully launching ieCrowd, an innovation commercialization company that leverages crowd financing to develop and market life-changing consumer and research health technologies coming out of academia.

• Directing the PR campaign for Kite Mosquito Patch, a technology that prevents mosquitoes from spreading diseases such as malaria and dengue fever. Grey Frandsen, ieCrowd CMO, commented, “the best media man I’ve ever worked with.”

• Providing senior-level consultancy and counsel to Liberty Communications' AI, robotics, ad-tech, and mobile technology clients, including GENBAND/Kandy, DooAp, FutureDial, Thinkware, Starship, and Blis Media.

• Providing senior-level consultancy and content generation for mdg clients, including WPA/SuperZoo, PCBC, ABC Children's Expo, and NPE2018.

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Impress Labs - Partner/Co-Owner & Vice President

​December 2006 - January 2013

Silicon Valley, CA/Portland, OR

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Impress Labs (now Kiterocket) was a global branding, marketing, and communications agency specializing in semiconductor manufacturing, green technology, solar, and life sciences. As an owner and partner my remit was, in addition to managing the agency, to drive the core PR offering, oversee client services, expand the agency's market reach, and integrate additional marketing, creative, and social media elements.

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During my tenure, we expanded from two offices to five spanning the US, the UK, and Taiwan, and added creative, brand development and social media services, including collateral and marcomms, social media, design, production, cause marketing, branding, and launch activities for companies such as Sigma-Aldrich, OmniVision, Micrel, SolarWorld, ATMI, Affymetrix and UBM Live.

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Notable milestones included:

 

• Significantly increased billings by up to 400% monthly, which paved the way for agency expansion.

• Led expansion into Life Sciences in addition to Technology practices.

• Grew revenues tenfold in six years to $3 million.

• In 2010, I devised and created a new ahead-of-its-time ‘opt-in’ content strategy for two clients using microsites bolted onto client sites and embedding industry news and social media feeds.

• Headed up SolarWorld campaign, working with acting legend Larry Hagman, to promote domestic solar.

• Awards: PRSA Copper Anvil Award 2007 for SAFC Hitech brand development and launch. PR News Platinum Awards, Honorable Mention 2011 for SAFC Live social media hub and blog, Honorable Mention 2012 for Deca Technologies brand development and launch.

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Positio PR - Director of Client Services

​March 2004 - December 2006

San Jose, CA

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Positio was a PR agency for high-tech semiconductor and microcontroller equipment clients in Silicon Valley, including ZiLOG, Cimetrix, Amkor, and SPTS. My role was to oversee all client services, planning, strategy, operations, billing, and reporting, and to ensure that the agency was delivering results and exceeding client expectations.

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This was my first agency role in the U.S. and I focused on immersing myself in new markets (semiconductor and imaging technologies) and establishing the foundation of my US network of editorial contacts and industry analysts. I successfully optimized new business and organic growth in existing clients as well as pitching new business with the agency CEO.

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Ridgemount Public Relations - Account Director

​March 2002 - February 2004

London, UK

 

Ridgemount specialized in B2B PR for companies in construction and electronics, with clients like Pirelli, KeyNote Market Research, and Solaglas. I directed client operations and broadened my PR expertise into construction, market research, and corporate PR.

 

• Grew Federation of Master Builders, Solaglas, and Pirelli accounts 20% YOY.

• Launched a quarterly online publication for FMB, showcasing projects and working with celebrity property experts providing guest editorial.

• Ran the highly successful FMB Master Builder of the Year Awards event.

• Supported FMB lobbying around construction industry issues.

• Launched Pirelli Firefix eco-friendly, fire-resistant cabling to a mass market.

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Le Fevre Communications - Account Manager/Senior Account Manager

​August 1999 - March 2002

London, UK

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In my first PR agency role, I joined the technology account management team supporting blue-chip clients including British Telecom, BT Cellnet (now called O2), and Blackberry. I managed a team of three junior account managers, planned campaigns and coverage, identified opportunities, and developed my network of key influencers.

 

At the client’s request, was seconded to BT’s London headquarters for 12 months to oversee PR around brand development, service launch, and rollout of BTopenworld, BT’s high-speed internet service (ADSL), including developing and promoting content strategies for BT's fledgling broadband portal channels, which included news, music, gaming, technology, and sport. I also devised and developed a VIP early-release program for the rollout of ADSL, engaging journalists, media presenters, technology analysts, musicians, and lifestyle gurus, who were given free broadband access and which garnered incredible media coverage and key influencer endorsement. I also headed up the team that launched 2.5G mobile in the UK with BT Cellnet. Launched Blackberry into the UK market, and also worked on Motorola and Nokia device campaigns.

 

I also promoted the website of rock band Marillion, who revolutionized the business model for the record industry after being dropped by their major label, EMI. Marillion pioneered one of the first methods to make music digitally available direct to fans, supported by crowdfunding campaigns in 2000 to raise money for the ‘Marillion.com’ album and U.S. tour.

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ClaraNET - Corporate Communications Manager

July 1998 - ​August 1999

London, UK

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ClaraNET was two years old and the largest independent ISP in the UK when I was hired to establish a PR function in the marketing department. I handled media relations, generated media opportunities and executive commentary on regulatory and industry issues.

 

I successfully established and grew ClaraNET’s media profile and contacts, positioning the Company as the leading voice of the independent internet and putting together positioning, key messaging, media collateral, FAQs, and press kits.

 

• Generated $1M in coverage on a $40K annual budget and raised the visibility of the CEO as an independent thought leader in the new internet economy.

• Launched ClaraNET to trade media with an open house event, tour, and Q&A session.

• Supported the launch of sister companies ClaraNET France and FreeUK.

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Chartered Institute of Public Relations - PR and Events Executive

June 1996 - ​July 1998

London, UK

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The CIPR is the membership body for the public relations industry in the UK. I handled media relations for the Institute, news releases, managed and updated the CIPR website, and worked on a wide range of events, national conferences, and annual awards, developing and enhancing new revenue streams along the way.

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• Created and organized a high-profile ‘Meet the Editors’ series of monthly events that helped reposition CIPR as current and relevant and led to an uptick in younger members.

  • Set topics and pitched and booked influential speakers, panelists, and celebrity speakers including George Stephanopolous and Toyah Willcox.

  • Worked with sponsors, venues, created promotional materials, and managed logistics.

• Developed ‘Spotlight on Skills’ monthly series on PR vocational topics.

  • Set topics and pitched and booked experts in subject areas.

  • Worked with sponsors, venues, created promotional materials, and managed logistics.

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