Where communication strategy and talent development intersect, Mark Dollins stands at the helm as the President of North Star Communications Consulting. Founded in 2011, North Star has become a go-to consultancy, recognized for its expertise in employee/change communications strategy and communications talent development. Mark’s leadership has been instrumental in shaping the consultancy’s trajectory and fostering enduring partnerships with notable clients such as Raytheon, Visa, Toyota, Louis Vuitton, Xerox, and Keep America Beautiful.
Before charting the course for North Star, Mark’s journey in communications began with a role in broadcast media, working as a production assistant for ABC News on iconic programs such as Good Morning America, World News Tonight, and Nightline. Subsequently, his path led him to general assignment daily newspaper reporting for a midwestern US newspaper, where he covered courts, the police beat, and city government.
Mark’s early experiences underscored the power of storytelling, the art of crafting narratives under tight deadlines, and the importance of embracing diverse perspectives—a foundation that continues to shape his approach to communications strategy. Join us in exploring the remarkable journey and leadership insights of Mark Dollins, a seasoned professional at the forefront of the communications consulting landscape.
Journey from Journalist to Communication Innovator
Mark’s passion for effective communication traces back to his upbringing in Alexandria, Va., a suburb of Washington, DC. Starting as the editor of his high school newspaper, he progressed to pursue a degree in radio and television, launching his career as a journalist. While covering diverse topics proved captivating, he sought a more impactful role beyond reporting past events.
This quest led Mark on a new journey, merging storytelling with purposeful communication as a 35+ year communications senior executive at The Quaker Oats Company, PepsiCo, DuPont and Accenture. Opting for an unconventional path, he studied organizational communications not at a tradition communication graduate school, but at Purdue University, better known for excellence in science and engineering. Through the art and science of communications, he has applied his skills to diverse industries and brands, from Cap’n Crunch to Kevlar, and credit cards to Corollas. Recognizing the universal need for guidance in navigating change, Mark envisioned creating a consultancy as a North Star for organizations after leaving his Corporate career.
Specializing in change management communications, Mark’s consultancy implements strategies for leader and employee engagement, delivering measurable returns tied to vital business metrics. In talent development, North Star uniquely identifies marketing and communication competencies, deploys assessment tools, and provides change management and coaching for individuals and teams, driving successful talent management capabilities.
Mark’s consultancy combines insightful strategy, creative storytelling, and metrics-driven communication programming—a distinctive fusion of art and science. This approach, aligned with Mark’s vision, seeks to yield innovative business performance in unconventional ways, positioning North Star as a guiding force in the ever-evolving landscape of communication and change management.
Illuminating the Path Forward in a World of Change
Mark has had the privilege of collaborating with companies worldwide, including those with global operations. The overarching vision for North Star is to persist as a beacon, a guiding force for every organization navigating change. In the ever-evolving landscape of business, change remains the sole constant. Organizations not adept at navigating change are at risk of falling behind, stagnating, or becoming obsolete. Both large and small companies frequently grapple with the challenge of being agile, nimble, and flexible. Many struggle to align heads, hands, and hearts with the imminent or ongoing changes they face.
This is where North Star excels. The consultancy is dedicated to developing and delivering strategies that intricately balance the art and science of communication, engaging teams at all levels in the unfolding mission. The key to this lies in staying ahead of the change curve, consistently bringing fresh insights to the industry. In 2023, North Star conducted groundbreaking research on AI and how communicators are adapting to it. This commitment to pioneering insights will persist, illustrating the consultancy’s ability to guide new clients in emerging markets. The mission is to continue illuminating the path forward and demonstrating how North Star can effectively steer organizations through the complexities of change.
A Perpetual Quest for Learning, Empathy, and Innovation
Mark views his journey as a perpetual learning experience, valuing insights from everyone. His innate curiosity drives a quest to understand how things work and why people think the way they do, reflected in his consistent pursuit of deeper insights through questioning. In any career, Mark emphasizes the need to stay updated by not just monitoring competitors but also being receptive to innovations beyond the usual competitive set.
Maintaining connections with universities and business schools is vital for Mark, recognizing the benefits of understanding ongoing research for his clients. This practice enhances credibility, positioning himself and his firm as innovative entities always striving for the next milestone ahead of the curve. He sits on the University of Virginia’s Darden School of Business Communications Leadership Council, and the Forbes Communications council.
Mark places a significant focus on the human side of business, stressing the challenge of teaching empathy. He notes the tendency of emerging leaders to overlook the importance of showing empathy, particularly when demanding much from their organizations. In an era of heightened stress and time constraints for employees, Mark advocates for leaders to lean into the human side of business and change. Effective leadership involves acknowledging, listening, and taking action to demonstrate care. Despite technology’s potential to increase social distance, Mark underscores the need for leaders to be intentional in creating and maintaining human connections with their teams. “Mark knows how to provide his client with the correct answer even when his client does not know how to articulate the question,” said Toyota’s Nancy Banks. “He is a deep, strategic thinker who understands the value of measurable results vs. volume of activity.”
Insights on the Responsibility of Employers and the Role
Mark underlines that the future of work is likely to involve a hybrid solution, combining in-office and remote work for the foreseeable future. While providing flexibility in work options is crucial for retaining talent, it places a significant responsibility on employers to be intentional about cultivating and maintaining organizational culture.
Mark highlights the importance of not leaving organizational culture unattended, especially as new generations of talent enter the workforce. The experiences of new employees, particularly those in hybrid or remote settings, may not naturally reinforce the desired organizational culture. In the absence of direct exposure to the behaviors of others who embody the brand, it becomes challenging for employees to fully comprehend or support the established “way we do things.”
To address this challenge, Mark suggests that employers must double down on reinforcing their culture to instill the desired behaviors, such as collaboration and innovation. He acknowledges that significant ideas often emerge through the collaboration of individuals working together, emphasizing the need for intentionality in fostering such collaboration. This intentional approach to reinforcing culture and encouraging collaborative behaviors is a core aspect of what North Star specializes in. Tod MacKenzie, former Chief Corporate Affairs officer for companies that include Aramark, PepsiCo and Dine Brands, said,“Mark is an exceptional strategic partner and counselor across the entire communications spectrum and diverse industries globally. His deep expertise in change management is unmatched, and his grasp of employee messaging and engagement is second to none, including developing and grooming highly qualified talent. Mark’s visionary leadership is grounded in careful analysis and insights, pragmatic strategy, thoughtful discipline, and practical application of critical competencies to deliver maximum impact. Simply stated, it does not get any better than Mark Dollins and North Star.”
Triumphs Beyond the Boardroom
Mark’s involvement as a youth wrestling coach and his impressive achievement as a 4-time national USA Wrestling National Masters champion, including winning the title in 2023, adds a distinctive and noteworthy dimension to his profile. Moreover, his Silver certification as a USA Wrestling Coach, the second-highest level of certification, reflects a deep commitment to the discipline and the sport.
Wrestling has served as a guiding force for Mark, offering valuable lessons in agility, constant learning, and the importance of trying different approaches. Engaging with youth athletes has provided a unique perspective, fostering adaptability and a continual pursuit of improvement. This experience in the world of wrestling not only showcases Mark’s dedication to personal growth but also underscores his ability to transfer these principles to other aspects of his life and career.
Career Wisdom from Mark
Mark advises those starting their careers to proactively own their development. While organizations often provide leadership training, function-specific skills may lack internal development opportunities. He emphasizes the value of cultivating a “hip-pocket skill,” excelling uniquely, and continuously investing in it, echoing advice he received from a CEO.
In communication and marketing, Mark stresses the need for ongoing self-assessment to deepen, broaden, and integrate technical competencies. His practice involves identifying and articulating current and emerging skills, outlining progression, and establishing talent assessment methods.
Mark recognizes the dynamic nature of skills, urging professionals to stay on the leading edge. What’s expert today may be average soon, emphasizing the importance of proactive skill development. Waiting for feedback isn’t advised; instead, taking the initiative ensures relevance and success in the evolving communication and marketing landscape.
Landscape of AI in Marketing and Communications
Mark acknowledges AI’s transformative impact in marketing and communications, presenting both opportunities and ethical challenges. He urges communicators to proactively engage with AI, providing crucial perspectives on its potential effects. Waiting for guidance from outside or other internal functions may limit AI’s full potential in communications, so he emphasizes the need for collaboration among key functions to ethically implement AI. Mark also notes a trend in prioritizing communication with front-line employees, stressing the importance of understanding their unique needs for effective engagement. He underscores staying ahead in the field by observing trends and embracing innovations, emphasizing the value of continual learning and proactive thinking for lasting success in marketing and communications.
