Company: Jeunesse Global
Company Description: Jeunesse is a billion-dollar global direct selling company with a mission to positively impact the world by helping people look and feel young, while empowering each other to unleash their potential. The company’s skin care and nutritional products are made exclusively for Jeunesse and form a comprehensive Youth Enhancement System. Jeunesse operates in over 145 markets worldwide.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing Executive of the Year
 Nomination Title: Jeunesse® CMO Mark Patterson
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominee since 1 January 2020, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominee: his or her history and past performance (up to 200 words):
Total 199 words used.
Jeunesse Chief Marketing Officer Mark Patterson understands the role culture plays in branding. He knows that culture is what attracts people to a company, product, brand, or idea. He and his award-winning marketing team work hard to create a culture that reflects the Jeunesse brand values of being innovative, modern, fun, inclusive, health-conscious, inspiring and energizing.
Fueled by success — and Starbucks — Mark is a frequent flyer and a fast-flying executive who shoots for the moon but is completely down-to-earth. Self-described as a life enthusiast, his love for life and all things marketing is a magnet for his team, who attribute their work ethic and company loyalty to his charismatic leadership style. With an iconic “uniform” of a suit jacket, black T-shirt, jeans, and sneakers, his entire marketing team has even been known to follow suit and dress just like him.
Despite leading a global creative agency of more than 100, he’s always a call or text away for his copywriters, graphic designers, photographers, videographers, web designers, project managers, digital marketers, event planners, and brand managers. For the past seven years, Mark has directed this team of diverse talent to create a billion-dollar global brand identity at Jeunesse.
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the nominee's achievements since the beginning of 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 176 words used.
The Jeunesse marketing team is unique and encompasses many of the company’s most important and visible activities including product development, brand management, graphic design, website design and user experience, video production, event planning and production, corporate and incentive travel, public and community relations, social media, and corporate communications. And all done on a global scale spanning more than 145 markets worldwide working together across time zones and cultures.
Major 2021 accomplishments include:
- Implementing the global marketing strategy for the company
- Developing and strengthening a marketing team culture that is caring, progressive, bold, and persevering
- Leading his world-class marketing team to conceptualize, develop, and launch 23 new products localized to specific markets, with award-winning branding and marketing assets.
- Conceptualizing and producing a multitude of global events (virtual, live, and hybrid)
- Planning, branding, and executing 7 sales incentive trips to exotic locations around the world including Dubai, eastern Europe, the Mexican Riviera, and the Caribbean.
- Producing hundreds of digital and print communications
- Producing company products, events, incentive trips, and informational videos
- Garnering 141 marketing awards in several competitions
- If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 251 words used. If the word count is more than 25 words over the limit, please deduct one (1) point from your score.
In 2021 Jeunesse focused on localizing products for international markets. This strategy included using local ingredients and manufacturers, filling unique niches, and entering growing product categories, and resulted in lowered product costs and market growth. For example, in Brazil — one of the world’s top 5 beauty-obsessed countries — Jeunesse launched its NuBod™ line of body sculpting products and two new fragrances, one of which won Best New Fragrance in the Pure Beauty Global Awards. This localization strategy resulted in lowered product costs and market growth. The average growth of the top three markets was greater than 106% in 2021. Also notable among the top 10 growth markets with at least $150,000 USD in monthly revenue:
- The top growing regions were Europe, the Middle East, Greater China, and Latin America
- Growth ranged from 7.7% to 104%
- Growth among the top three markets averaged 59%
- Nine of the top ten growth markets saw double-digit growth
- Nine of the top ten growth markets saw double-digit growth
Mark oversees the most award-winning team in the direct selling industry. In 2021, Mark and the team garnered 141 marketing-related awards in several prestigious competitions:
- 26 Communicator Awards
- 26 MarCom Awards
- 25 Viddy Awards
- 22 AVA Digital Awards
- 18 Telly Awards
- 10 GDUSA Awards
- 7 Pure Beauty Awards
- 6 Stevie Awards
- 1 Globee Award
Under Mark’s leadership, Jeunesse Marketing has and will continue to position the company as an industry leader and is dedicated to infusing all aspects of the business with Jeunesse brand values.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 84 words used.
Under Mark’s talented direction the Jeunesse marketing team created effective marketing tools critical to the company’s success. View a recap of their work (which won 140 awards in 2021) in the Jeunesse 2021 Marketing Reel video.
To see how Mark and his team infused all aspects of the company business with Jeunesse culture and brand values in 2021, view the Jeunesse 2021 Recap video.
The We Live Jeunesse video showcases the Jeunesse brand values of being innovative, modern, fun, inclusive, health-conscious, inspiring, and energizing
| Attachments/Videos/Links: |
|---|
|
