Newlight Partners LP has agreed to invest up to $150 million in Rosemark Group, a new company that helps brands “build deeper relationships with their consumers.” Chris Kuenne founded and leads Rosemark.
PRINCETON, N.J.–(BUSINESS WIRE)–Rosemark Group (“Rosemark”), a new company focused on helping brands build deeper relationships with their consumers, today announced that it has entered into an agreement under which Newlight Partners LP (“Newlight”), a growth equity investor, will make an equity investment of up to $150 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 Chris Kuenne, CEO of Rosemark. “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,” added Mr. 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,” said Adam Stulberger, a Partner at Newlight Partners.
Rosemark is an operating company focused on enhancing Consumer Lifetime Value. Rosemark will acquire and help accelerate the growth of best-in-class service and technology companies. Under the leadership of Chris Kuenne, the Rosemark team will partner with motivated entrepreneurs who are seeking a strategic and financial growth partner to help them achieve their vision for impact. Prior to founding Rosemark, Kuenne founded, built, and scaled, the global digital agency Rosetta. Several of Rosemark’s leadership team also held senior positions at Rosetta, which was sold to the Publicis Groupe for $575 Million.
About Newlight Partners LP
Newlight Partners LP is a growth equity firm focused on building businesses in partnership with founders and exceptional management teams. For more than 15 years, the Newlight team has helped build successful enterprises in five sectors, including telecommunications, financial services, power & infrastructure, healthcare and business services. Led by David Wassong and Ravi Yadav, the Newlight team has invested approximately $6 billion in over 100 investments since 2005, first as the Strategic Investments Group at Soros Fund Management LLC (Soros), and now as Newlight after the team’s spin out from Soros in 2018. Newlight has approximately $4 billion in capital commitments and assets under management.
For more information, please visit www.newlightpartners.com.