Lori Sullivan

Lori Sullivan

SVP, Director of CRM at MRM//McCann

Location
Greater Detroit Area
Industry
Marketing and Advertising

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Lori Sullivan's Overview

Current
Past
  • Owner at Fingerprints Marketing
  • Business Planning Manager - Saturn at General Motors
  • Marketing Strategy and Media Planning Manager - Saturn at General Motors
Education
Connections

500+ connections

Websites

Lori Sullivan's Summary

With 20 years of experience across many different disciplines, I’ve settled in as a Marketing Strategist and I truly love what I do. I am fascinated with the dynamics between customers and the brands they purchase and advocate.

As I’ve twisted and turned through my career, each stop along the way has brought both projects and relationships that have shaped the way I think and look at the world. I’ve spent time in engineering, market research, marketing, and running my own business. I’ve had the good fortune to manage teams and budgets large and small. I've also been fortunate enough to view the world through both an agency and a client lens. In every assignment, I’ve put my all into delivering results to the organization.

If I am asked to articulate my strengths, I respond with some version of this, “I have a unique ability to understand what is important, dive into the details, draw out the insights, and create innovative, strategic solutions.

My Specialties: Marketing/Media Strategy; Market Research; Word of Mouth Strategy; CRM; Shopping and Ownership Experiences; Direct marketing; Social media; Trends; Brand Positioning and Brand Character.

Lori Sullivan's Experience

SVP, Director of CRM

MRM//McCann

Public Company; 1001-5000 employees; IPG; Marketing and Advertising industry

May 2014Present (5 months) Birmingham, MI

My role at MRM has recently expanded to include additional account responsibilities across the General Motors business. In addition to the Customer Lifecycle team that I have led for the last several years, I'm excited to now have the GM Card and Vehicle Purchase Program teams in the mix. We will continue to work with the entire Retail Sales and Marketing Service organization to put the customer at the center of every interaction. When I get a few months in, I'll be sure to come back and update how this new role continues to shape my thinking and career.

SVP, Director of Strategy & Engagement

MRM Worldwide

Public Company; 1001-5000 employees; IPG; Marketing and Advertising industry

June 2010Present (4 years 4 months) Birmingham, Michigan

For several years, my role at MRM involved leading the Customer Lifecycle team on the GM CRM account. Our team was, and still is, responsible for developing and executing owner strategies for all of the GM brands – including the discontinued brands of Saturn, Pontiac, and Hummer. In this position, I was able to bring my diverse background to the table to lead the team. At the same time, I was constantly learning from the unique experiences of my team members. My role is to keep us moving together in a single direction….they bring passion and expertise to the table to truly make a difference. We are doing lots of exciting work and focused on many of the newest areas of marketing - customer journey mapping, content strategy, storytelling, and designing experiences across multiple channels.

Owner

Drinks to Design

April 2009Present (5 years 6 months) Plymouth, Michigan

When I find some time to shift my brain away from marketing strategy, I find my creative release in my business - Drinks to Design. This is my fun, upcycled jewelry and accessory brand. I unleash my creative side in this business to design pieces that feature bottle caps, wine corks, and recycled beads. In addition to pushing my creative mind in a new direction, this business has taught me priceless marketing lessons. With a non-existent marketing budget (especially compared to the auto industry), I have experienced the essence of content marketing and how you can strategically leverage your assets (website, email, social media, etc.) in an integrated way to make a positive difference for the business. Much can be accomplished with a well planned content strategy and having the customer journey at the forefront of your thinking!

Owner

Fingerprints Marketing

April 2009June 2012 (3 years 3 months) Plymouth, MI

Looking back, one might wonder why I chose 2009 to venture out on my own – I know I have once or twice! At the time, GM had made the decision to sunset Saturn and I loved that brand – I just couldn’t picture myself working on one of the other brands at the time and I had always wanted to try a business of my own. The timing could have been better, but I would never trade the experiences and learning I gained during those three years on my own. I worked freelance, had many small business clients, and taught marketing at Schoolcraft College. I quickly realized there is a whole world of business out there beyond the automotive industry. The experience also solidified for me that brand/business strategy and planning takes the same form and structure no matter the industry. As I have re-entered the auto industry, I definitely have a new perspective and new ideas on marketing strategy.

Business Planning Manager - Saturn

General Motors

Public Company; 10,001+ employees; GM; Automotive industry

2003September 2009 (6 years) Detroit, MI

I spent six of my ten years at Saturn responsible for the overall marketing plan and led strategic programs that crossed product, marketing, and sales. During this time, I learned the value of closely tracking program results to make adjustments in the future that would improve performance. My team and I created dashboards and drew insights across sales, financial performance, and marketing. Looking back, I am very proud that the 2005-2007 plans resulted in three straight years of overall sales growth.

Marketing Strategy and Media Planning Manager - Saturn

General Motors

Public Company; 10,001+ employees; GM; Automotive industry

20052008 (3 years) Detroit, MI

During this time period at Saturn, I had my exposure to the mainstream advertising of Saturn and how that ad plan integrated into the overall marketing strategy. I worked diligently during this time to leverage all of my research and analytic background to bring a bit of “science” to the “art” of advertising. I will have to say – I loved the experience. We looked for media partners that would truly connect with the target customer of our brand. I also think the numbers spoke for themselves – we had a 12% increase in retail share and a 20% growth in revenue during this time period. I continue to believe that marketing strategies grounded in a strong dose of science are the right way to go.

Internet and Direct Marketing Manager - Saturn

General Motors

Public Company; 10,001+ employees; GM; Automotive industry

20022005 (3 years) Detroit, MI

I was responsible for saturn.com, online advertising, lead capture, direct mail, e-mail, pre-launch campaigns, and owner loyalty for three years. This was my first real jump into marketing and I believe it solidified my favorite space in the marketing mix – understanding and evolving the customer’s shopping, buying and ownership experience. Looking back, I can’t believe how far technology has come in the last 10 years. While the tools and techniques have changed over the years, what I learned about the customer and meeting their shopping and ownership needs still applies today. In addition to being my first move into marketing, this was also my first opportunity to manage a larger marketing budget ($6M-$10M annually). I was proud to be named 1 of 10 “Customer Crusaders” in 2004 by 1 to 1 Magazine – a publication I still follow today.

Brand Character Manager - Saturn

General Motors

Public Company; 10,001+ employees; GM; Automotive industry

January 2000December 2002 (3 years) Detroit, MI

Little did I know in January of 2000 that I was about to enter into a connection with a brand that would become my professional passion for the next 10 years and a learning experience that would shape my thinking for the rest of my career. Saturn was truly a “Different Kind of Company” and this was the role where I began to learn why. I entered the brand with the responsibility for Saturn’s brand character, design philosophy, brand positioning, and target market analysis – a very daunting role for someone new to the brand.
 However, I dove in and learned a lot quickly. I was the primary liaison between Saturn Marketing and Design Center, had the opportunity to lead the team in naming 6 Saturn vehicles, and even spoke at the 2003 PDMA International Conference on "Applying Customer Emotion to Product Design". I knew by the end of this experience that I was destined to focus on marketing strategy and branding.

Product Research Manager

General Motors

Public Company; 10,001+ employees; GM; Automotive industry

19972000 (3 years) Warren, MI

I can hardly believe that it has been nearly 15 years since my first experience in a management role! During this time, I was responsible for early design and brand character research for all General Motors brands. I managed an annual budget that exceeded $5M and implemented techniques that reduced costs and improved insights. Most importantly, my greatest learning in this role emerged from the experiences supervising, training, and developing 10 research analysts. I am proud to say that I am still connected to most of these analysts and have enjoyed watching their careers evolve over time.

Market Research Analyst

General Motors

Public Company; 10,001+ employees; GM; Automotive industry

19951997 (2 years) Warren, MI

I moved into marketing research in 1995 because I wanted to be closer to the customer and really understand what they were thinking. This role achieved this desire and taught me so much more. I designed, organized, and managed market research projects to incorporate the customer voice into vehicle design. My projects focused on the luxury brands of Cadillac, Buick, and Oldsmobile. I conducted all types of quantitative and qualitative events ranging from $100K budget and 100 respondents to $1.5M and 2000 respondents. From this experience forward, I have always been and continue to be focused on understanding the customer to develop the most insightful and successful marketing plans.

Project Engineer - Manufacturing

General Motors

Public Company; 10,001+ employees; GM; Automotive industry

19911995 (4 years) Warren, MI

This is where it all began. Many find it surprising that my career started in engineering at General Motors. However, if you really think about it, it makes sense. I have taken my engineering foundation and applied that scientific way of thinking to the marketing side of the business. While I may not have found my career passion within the walls of engineering, I have taken all the foundation of a disciplined thought process with me through every other career experience. I wouldn’t trade my engineering days for anything.

I do find it interesting to look back at my engineering projects and discover that the marketer was in me the whole time. Here are a few examples: Founder and editor of an internal publication "Lite News" that provided technical communication on lightweight materials for 500 GM employees (I was curating content and thinking about content strategy before I new what those things meant). I also conducted a corporate assessment of 30 magnesium programs (competitive benchmarking) and organized a "GM Magnesium Day" for over 200 participants that included 10 presentations and 30 display booths (my dabble into event planning).

I was focused on my internal engineering customers…understanding their needs and creating marketing that spoke to the information that they found relevant. Truly the right start to the career I love.

Lori Sullivan's Skills & Expertise

  1. Green Marketing
  2. Brand Development
  3. Marketing Strategy
  4. Market Research
  5. Digital Marketing
  6. Direct Marketing
  7. Social Media
  8. Consumer Insights
  9. Integrated Marketing
  10. Automotive
  11. Cross-functional Team Leadership
  12. Strategic Planning
  13. Brand Management
  14. Customer Insight
  15. Leadership
  16. Online Advertising
  17. Advertising
  18. Market Planning
  19. Direct Mail
  20. Strategy
  21. Marketing Communications
  22. Sales
  23. Business Strategy
  24. CRM
  25. Social Media Marketing
  26. Retail
  27. Marketing
  28. Business Planning
  29. Product Development
  30. Program Management
  31. Media Planning
  32. Budgets
  33. Competitive Analysis
  34. Entrepreneurship
  35. Mobile Marketing
  36. Digital Strategy
  37. Email Marketing
  38. Interactive Marketing
  39. Online Marketing
  40. Marketing Management
  41. Analytics
  42. Relationship Marketing
  43. Product Marketing
  44. Marketing Research
  45. Segmentation
  46. Lead Generation
  47. SEM
  48. E-commerce
  49. Web Analytics
  50. B2B

View All (50) Skills View Fewer Skills

Lori Sullivan's Education

Rensselaer Polytechnic Institute

Masters of Science in Engineering Management

University of Detroit Mercy

Bachelor of Mechanical Engineering

Swanton High School

Contact Lori for:

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  • consulting offers
  • expertise requests
  • business deals
  • getting back in touch

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