About

Reify CRM Solutions

Reify, re·i·fy, /ˈrēəˌfī/

To make something abstract more concrete or real.

To give form to a concept or idea.

25+ years experience building CRM and Analytic Growth Engines and running large scale CRM solutions

Greg Osenga

I am a Senior Executive with a strong background in Data, Analytics, and CRM Marketing, working in the B2B and B2C advertising, and financial services industries. I love breaking down highly complex data into “data stories” which clearly communicate problems, solutions and opportunities. I have led the creation of four CRM and Analytics Centers of Excellence at Equifax, Hawkeye, Publicis Hawkeye Canada, and Publicis Lion Company. In each case I have built company structures and teams through mergers and acquisitions. I have moved with the acquired companies into expanding roles with significantly more responsibility.


  • Generated millions in revenue over a 7-year period, by building a cross-functional interagency team of more than 150 people responsible for bringing best-in-breed capabilities.
  • As Chief Operating Officer, turned around margin performance, from negative double digits to positive double digits within two years (2017-2019).
  • As Director of Client Engagement, curated, built, and led a Publicis Power of One team, that spanned across all agencies, to ensure the connectedness and collaboration necessary to deliver integrated marketing campaigns and product launches for USAA Bank.
  • Started Publicis Hawkeye Canada, bringing a CRM growth engine to Publicis Toronto and building a team to support operations.
  • Built Hawkeye to an $80M agency prior to its acquisition by Publicis Groupe in 2014 and led CRM and analytics across more than 11 agencies acquired by Hawkeye to deliver new business wins for brands including Capital One, Terminix, Cablevision, and Pizza Hut.


I am passionate about using data, analytics, and transformational marketing technology to challenge and rethink how agencies need to work differently. I am passionate about teaching and creating processes that remain after the consultant/agency engagement.


CoEs Launched

Publicis USAA Lion Company

  • Led the "lift and shift" of all USAA CRM activities to Publicis Lion Company.
  • Generated hundreds of millions of dollars in revenue for Publicis Group over a 7-year period, by building a cross-functional interagency team of more than 150 people responsible for bringing best-in-breed capabilities to USAA’s three lines of business.
  • As Chief Operating Officer, turned around margin performance, from negative digits to positive double digits within two years (2017-2019), by developing and negotiating contracts to ensure adequate internal cross-agency and client facing governance processes were used to meet Publicis targets and client objectives.
  • As Director of Client Engagement, curated, built, and led a Publicis Power of One team, that spanned across all agencies, to ensure the connectedness and collaboration necessary to deliver integrated marketing campaigns USAA Bank.


Publicis Hawkeye North America / Publicis Hawkeye Canada

  • Hawkeye was acquired by Publicis Groupe in 2014 as its CRM Center of Excellence for North America.
  • Started Publicis Hawkeye Canada, bringing CRM capabilities to Publicis Toronto and building a team to support operations.
  • Publicis Hawkeye Canada has grown to 30 individuals and remains a growth engine for Publicis Canada.
  • Developed new business and delivered CRM wins for brands including Wells Fargo, PNC, T-Mobile, Telus, Rogers, Deluxe, Bank of America, Pizza Hut, Red Lobster, Charles Schwab, Agilent, BASF, and Best Buy.


Hawkeye

  • Built Hawkeye as an independent $80M agency prior to its acquisition by Publicis Groupe in 2014.
  • Led the CRM and analytics across more than 11 agencies acquired by Hawkeye to deliver new business wins for brands including Blockbuster, Capital One, Terminix, Cablevision, and Pizza Hut.
  • Led Hawkeye through analytic and CRM evolution stages to capitalize on changing client conditions.


Washburn Direct Marketing

  • Direct response marketing agency, under the Cadmus holding company, that was acquired by Hawkeye in 1999.
  • Built and led the Data Analytics direct response team.
  • Generated millions of dollars in agency revenue and was the primary reason Hawkeye acquired Washburn


Equifax Marketing Decision Systems

  • One of the five founders of an Equifax intrapreneurial effort to establish a new company to utilize and market credit data for purposes other than risk assessment.
  • Built and led the Analytical and Modeling team.
Share by: