Keith Ulrich

Keith Ulrich

Senior Director - Brand Marketing at Marco's Pizza (Marco's Franchising, LLC)
Detroit, United States

Summary

Brand team leader with over 20 years of experience in nearly every area of automotive and pizza/QSR marketing. Exemplary track record and reputation with focus on achieving excellence, team building and mentoring, and an unwavering commitment to client satisfaction, integrity, and delivering results. 

Positions

Senior Director - Brand Marketing
Marco's Pizza (Marco's Franchising, LLC)
July 2017 - Present (5 months)
Report to CMO responsible for Advertising, Digital, Social/PR, Sales Promotion/POS, and Product Development.
SVP - Group Account Director
Detroit, United States
March 2017 - July 2017 (4 months)
Lead executive on the 360 integrated GMC National brand business for EngageM1 (Leo Burnett/Digitas)

Responsible for 60+ FTE team and $300M media spend across all media channels (Mass, CRM, Social, Digital - Site and Display, and Collateral)

Member EngageM1 Executive Management Committee
EVP - Group Account Director
Detroit, United States
April 2013 - August 2016 (3 years 4 months)
Appointed to Detroit Management Committee reporting to CEO, North America with full P/L responsibility

Executive Account leader for Chevy Commercial, City Express, LCF Medium Duty trucks, GMC Commercial, GM Fleet, CPO, and Remarketing across 360 integrated channels

Fleet “Stories From the Road” campaign set new standards for B-to-B brand engagement with 30M+ views

Launch campaign for City Express exceeded all creative performance benchmarks for Chevy and Fleet

Lead team responsible for creative design/branding, content, strategy, and user experience for multiple GM web sites both desktop and mobile (GMfleet.com, Chevy.com, GMC.com, GMcertified.com, and GMcertifiedresourcecenter.com)
SVP - Group Account Director
Mullen Detroit
June 2006 - April 2013 (6 years 10 months)
Responsible for executive management and P/L of Detroit office for GM Fleet and Commercial, Certified Pre-Owned, and Remarketing accounts. Reported to President, Mullen US.
VP - Detroit/US Automotive Director
Parade Conde Nast
2004 - 2006 (2 years)
Managed Detroit office and US auto category. In 2 years grew revenue by 40% and exceeded all goals.
Group SVP - Group Account Director
Troy, United States
1998 - 2004 (6 years)
Position summary:

Senior Account responsibility for Chrysler Brand and Passenger Cars. Managed total mass and CRM communications process for Brand, PT Cruiser, Sebring, 300, and Crossfire nameplates. Managed $150 million client budget.

Senior management strategic planning/architecture responsibility for all major Chrysler, Jeep, Dodge, and Corporate CRM initiatives.

Senior Account responsibility for Dodge Division. Managed 40 member Account Team including individual Brand/Minivan/Car, Truck/Commercial, and Dealer Association Groups. Responsible for $100 million client budget. Oversee entire range of CRM/Collateral/Experiential programs.

Senior Account responsibility for DaimlerChrysler Corporate/Marketing Operations Group including Corporate CRM Marketing, Chrysler Financial, Fleet, Five Star, and DCX Marketing Call Center Operations. Responsible for $75 million client budget. Oversee entire range of Advertising and CRM Communications including all Owner Magazine/Loyalty and Prospect Management programs.
SVP - Brand Partner
D'Arcy Masius Benton & Bowles (Leo Burnett)
1982 - 1998 (16 years)
Led DeVille, Seville, Eldorado, and Fleetwood Brand Teams and Cadillac Dealer Marketing Association Groups. Responsible for overseeing total client budget exceeding $100 million. Rose from entry level to SVP as one of youngest officers in the company.
SVP - Account Planning Director
Young & Rubicam Detroit
1994 - 1995 (1 year)
Responsible for Lincoln-Mercury Dealer Association communication strategy development and key marketing initiatives, covering 6 regions, and 59 separate Dealer Marketing Association Groups.

Led integration of L-M National Brand positioning into separate regional marketing business and creative strategic plans for all LMDA’s.

Education

BS Business Administration - Marketing major

Lawrence Technological University

MBA Program

University of Detroit Mercy

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