Scott Marden, Captivate’s CMO, is a seasoned marketing, strategy and media executive. For 20 years he has specialized in driving revenue for media sales groups by consultatively using research, data, creative and content services. Since joining Captivate in 2009, Marden has helped the company develop its leadership position as a digital video media network with data-driven targeting and thought leadership. In his time at Captivate he has built a world-class/sales-oriented Marketing organization, spearheaded product innovation, developed the nation’s leading workplace research panels, and enhanced digital place-based metrics and reporting.
Under his leadership as CMO, Captivate’s marketing-driven products and services helped drive over $5 million in incremental revenue. Specifically, new products have grown by over 15%, content sponsorship revenue has risen by 20%, and research-related content has increased 30%. In addition, revenue from digital integration with mobile and desktop retargeting has grown by 38%. Since taking over all Marketing-related activities for Captivate in 2014, Marden has doubled the sales development team, developed a local content strategy and introduced Captivate Create – a self-serve platform for hyper-local retailers to build and place animated commercials on Captivate. In addition, Marden spearheaded Marketing Automation and lead-generation efforts, which has contributed to over 30% in year-over-year revenue growth for the company.
In his early years at Captivate, Marden built Office Pulse, Captivate’s proprietary research panel of 9,0000 white collar professionals in the US and Canada. Office Pulse insights have been featured on The Today Show, MSNBC, FOX, NBC Nightline News, FORBES, WSJ, USA Today and many other news outlets. Marden also helped Captivate and the industry trade organization, DPAA, promote and enhance its industry measurement standards with the MRC. Marden still chairs the Research and Standards Committee for the industry and works with the MRC to execute newly developed research standards.
Prior to Captivate, Marden spent 12 years at Vertis Communications where he was on the forefront of developing research platforms to help clients measure media effectiveness and understand consumer behavior. Marden was also responsible for bringing European segmentation techniques to America and utilizing data-driven design principles to execute creative versioning within print and digital advertising. He helped pioneer “Customer Focus” research programs for Vertis that were used by most of the nation’s leading retailers and direct mail users in the ‘90s and 2000s. Marden developed his skills by growing through ranks of the $2+ billion Vertis, working for the Corporate, Direct Mail, Creative Agency and Business Development Divisions.
Marden has been a thought leader, public speaker and paid consultative resource for many industries, including financial, retail, automotive, beauty (fragrances), communications, non-profit and technology. Marden has presented at trade shows such as International Mass Retailers Association, National Association of Chain Drug Stores, ADTech, Food Marketing Institute, DMA, Daily-DOOH and more.
Marden is an alumnus of Umass Boston and started his career in the Boston market at WCVB-TV (ABC), where he gained his passion for content and advertising. He is married to Lisa Marden and they reside in Amesbury, MA. They have three children— Troy (14), Nick (11), and Ellie (9).