David Houston

I’m a strategic marketing and business leader with more than 20 years of experience helping brands, agencies, and organizations grow through integrated strategy, experiential marketing, operations, and client leadership. My background combines big-picture strategic thinking with hands-on execution, allowing me to bridge the gap between creative, client service, operations, and business outcomes.

Throughout my career, I’ve led high-performing teams, managed multi-million-dollar client portfolios, developed integrated marketing and experiential strategies, and helped organizations navigate growth, transformation, and operational challenges. I’m particularly energized by environments that require collaboration, problem-solving, and building structure around ambitious ideas.

Most recently, through The Houston Group, I’ve worked as a strategic consultant and fractional executive partner for agencies and brands across multiple industries. Prior to that, I helped lead the strategic repositioning and operational turnaround of a 30-person Digital Agency as CEO/EVP Strategy, driving significant client growth, retention, and profitability improvements during an especially challenging period for agencies.

Earlier in my career, I led national accounts and experiential programs for brands including Nissan, Weber, Polaris, Johnsonville, and others, overseeing large teams, complex activations, and integrated marketing initiatives across North America.

What sets me apart is my ability to connect strategy, people, process, and business performance. I’m equally comfortable leading executive-level strategic discussions, collaborating with creative and account teams, mentoring staff, or building systems that improve efficiency and client outcomes. I thrive in agency environments where relationships, innovation, adaptability, and execution all matter.

The Houston Group - Founder and Managing Director

Responsibilities

• Lead strategic consulting engagements for agencies, brands, and organizations across marketing, operations, business strategy, and growth initiatives
• Develop integrated marketing, experiential, and customer engagement strategies
• Provide fractional executive leadership, organizational assessment, and operational improvement recommendations
• Support business development, client growth strategy, and cross-functional team leadership

Key Achievements

• Built and led strategic initiatives for clients ranging from startups to multi-billion-dollar organizations
• Developed scalable marketing and operational frameworks that improved efficiency, alignment, and business performance
• Helped clients strengthen positioning, customer engagement, and integrated marketing execution
• Successfully operated as a trusted strategic partner across multiple industries and agency environments

CEO / EVP Strategy – (Contract Leadership through THG)

Responsibilities

• Led strategic direction, business operations, client management, and organizational transformation efforts
• Oversaw agency growth strategy, operational restructuring, financial performance, and team alignment
• Directed client strategy and integrated marketing initiatives across multiple accounts

Key Achievements

• Helped lead the agency through a major strategic repositioning and turnaround

Increased average client retainer values significantly through improved client mix and strategic focus

• Improved profitability, operational efficiency, and overall business stability
• Successfully navigated agency growth during the COVID era without workforce reductions
• Strengthened long-term client retention and organizational performance

VP Client Management / Senior Leadership Roles

Responsibilities

• Led experiential marketing and integrated brand programs for national clients
• Managed large-scale client relationships, strategic planning, and activation execution
• Oversaw cross-functional teams, staffing, budgeting, operations, and program delivery

Key Achievements

• Managed multi-million-dollar client portfolios and national experiential campaigns
• Led successful programs for brands including Nissan, Weber, Polaris, Johnsonville, and PepsiCo
• Oversaw teams ranging from core leadership staff to large field and event organizations
• Recognized for building strong client partnerships, operational excellence, and scalable program execution
• Contributed to award-winning experiential and engagement programs

Studies, Certifications & Training

• Master of Business Administration (MBA)
• Bachelor of Arts in History and Political Science with Honors

Professional Strengths & Ongoing Development

• Strategic Planning & Brand Strategy
• Experiential Marketing & Integrated Campaign Development
• Agency Operations & Organizational Leadership
• Client Relationship Management & Business Development
• Cross-Functional Team Leadership
• Change Management & Operational Improvement
• Customer Journey Strategy & Demand Generation
• Marketing Technology & CRM Strategy
• Data-Driven Decision Making & Performance Optimization

Platforms & Tools

• Salesforce CRM
• Salesforce Marketing Cloud
• Google Analytics (GA4)
• SEO / SEM Strategy
• Digital & Social Marketing Platforms
• Marketing Automation & Customer Journey Systems

Additional Leadership Experience

• Past President, Waukesha STEM Academies Governance Board
• Extensive experience mentoring teams, leading organizational transformation initiatives, and building collaborative agency cultures