Operating Partner, Bevequity Advisors
Mark Taxel is the founder and Senior Partner of I.C.E. Marketing Group LLC. Mark began consulting in 1995 after retiring from The Seagram Company as Executive Vice President, Marketing. Over the course of 28 years, Mark held successive senior positions at Seagram and was responsible for such brands as Chivas Regal Scotch Whisky, Crown Royal, Seagram’s Coolers and Mixers, Captain Morgan Rum, and Herradura Tequila among others.
A seasoned strategic brand management professional who brings C-level expertise to each of his clients, Mark is a recognized authority in brand identity with strong operational experience. Mark’s clients have included business such as Sydney Frank Inc., where Mark consulted on the development of Grey Goose Vodkas and Jaegermeister German Liqueur, the North Fork Bank, Riviera Imports, a wine and spirits importer and marketer and BeneStream, a new technology and service provider in the health insurance marketplace.
Mark served as an adjunct Professor of Marketing at NYU’s Stern Graduate School of Business from 1996-2001, where he taught Brand Planning and New Product Development Since 1996, Mark was principal consultant to Positive Promotions Inc., a privately held direct marketer/manufacturer of educational and promotional products. Positive is a recognized leader in the Promotional Products industry. In that role he developed and managed operational strategies and integrated catalog, e-commerce and directs sales force expansion across the range of Positive’s fifty-plus catalog brands. Mark also served as Chief Operating Officer from 2002-2012 and was a member of the company’s Board of Advisors.
In 2007, Mark helped to found The American Catalog Mailers Association (ACMA), and serve from its founding until 2013 as VP Treasurer, a Director and a member of its Executive Committee. The ACMA is the only Trade Association that advocates exclusively for catalogs. Today, it counts over 100 catalog companies and suppliers as members, including most of the country’s leading catalog marketers (B to C and B to B).