Rosemark Group (Rosemark), a new company focused on helping brands build deeper relationships with their consumers, has entered into an agreement under which Newlight Partners LP (Newlight), a growth equity investor, will make an equity investment of up to USD150 million in the company.
Rosemark will use the investment to build the next leader in customer marketing by acquiring and accelerating the growth of tech-enabled marketing companies focused on deepening consumer relationships. Rosemark is founded and led by Chris Kuenne, an entrepreneurial pioneer with more than 35 years of experience converting deeper consumer insights into thriving brands.
Kuenne and his team are assembling best-in-class companies to join the Rosemark platform, which will support the unique culture of each company to enable its growth as an independent brand. Rosemark will create cohesion across the platform through its operational expertise, consumer connection strategy, and its cross-brand business development efforts, including Rosemark’s proprietary Quantitative Persona (QP) method.
“Marketing has made a significant shift to the numeric, algorithmic, and the measurable where purchase conversion is king. This is creating a mercenary mindset where the connection between brand and consumer is increasingly transactional, without regard to the motivations and preferences that deepen the consumer’s connection to the brand,” explains Kuenne. “Brand relationships based primarily on transactions diminish over time. That’s not good for either brands or the bottom line.”
Rosemark aims to reverse this trend through systematically deepening the relationship between brands and their most valuable consumers.
“We are building Rosemark from the ground up to reverse this trend through systematically deepening the relationship between brands and their most valuable consumers,” adds Kuenne. “We will reduce the complexities that marketers face today, shine a light on their most valuable consumers, and deliver experiences and programs that build more enduring consumer-brand connections. In doing so, we believe we can help lead marketing into its next chapter. We are grateful to have the support from Newlight, whose approach of working closely with management to build great businesses is fully aligned with ours.”
“We are excited about supporting the Rosemark team and their mission to help companies enhance customer lifetime value. We believe the Rosemark Group model will be very attractive to high growth entrepreneurs and we look forward to partnering with them to acquire these businesses and drive incremental growth,” says Adam Stulberger, a Partner at Newlight Partners.