Emmons Michael Patzer Email & Phone Number

Tampa/St. Petersburg, Florida Area

Specialists in market effectiveness and efficiency, new product development and launch, and results driven turnarounds with clear and practical paths to success:For a $33 billion, privately held multinational we took need gap and proprietary technical rights through ideation, positioning, physical product development, branding, media planning, test market placement, tracking and rollout of an exciting new product. For a $45 billion global non-alcoholic beverage company selling in all but two counties we designed a multimedia placement optimization capability for ROI enhancement.For the largest food company in the world, projects have been completed to support longitudinal consumption assessment, bid optimization, and segment opportunity prioritization.For the Silicon Valley start up selected as TechCrunch40 best product and grown to 10 million users, we developed the key positioning matrices and value ladder that drove critical elements of product design and promotion focus.For the highly successful $5 billion CNS pharmaceutical product of a major multinational drug leader we developed the targeting, segment message customization, and coordinated with their Agency to align copy and image.For the second largest division of a $58 billion multinational health products company we solved a perplexing advertising effectiveness question after three prior consulting companies had failed to pinpoint opportunities to improve media spending and focus.For one of the big three global consulting firms we provided competitive intelligence approaches for investment optimization. For a leading Mobile Platform we designed a big data analytic approach.Many additional projects have been developed in support of health care, consumer, financial, technology, automotive, and media firms. Our unique ability to work from technical to positioning to media, drives successful client engagements.

Chicago, Illinois, United States

Add "Creative" to a Left Brain foundation. Wonder if this is why I also took up oil painting?Plan B was my Agency while Director of Marketing & Consumer Experience at Humana. They were so extraordinary we have worked together ever since.

Greater Chicago Area

Founded upon the principles of Tom Anderson's best selling books "The Value of Debt", "The Value of Debt in Building Wealth"​ and "The Value of Debt in Retirement"​. Supernova Companies provides security based lending technical and loan resources, asset & wealth management, financial education, advice and practice management solutions for financial professionals and individuals. The company coaches individuals and financial advisors on properly managing debt to maximize and preserve wealth. Utilizing the principles of a Personal CFO by managing both assets and debt to optimization total performance.As noted in the Forward of his book "The Value of Debt in Building Wealth" I helped Tom simplify his important relationship between personal debt and how a company optimizes the mix of equity and debt. We introduced the OWE concept for their "POSITIONING": O = Oppressive Debt, W = Working Debt and E = Enriching Debt.Supernova Companies has partnered with leaders in the industry to offer a complete, turn-key and out-of-the-box securities-based lending solution to banks, independent broker-dealers and registered investment advisors. We included a simply monitoring/notification signaling element as part of the GUI to encouraged effective monitoring of maintaining a responsible mix of debt in personal finance.http://www.supernovacompanies.com

Adjunct Professor - Health Services AdministrationAdjunct Professor - School of Business

Head of Market Insights for global marketing research organization specialized in health and wellness. We serve the CPG, Food, Pharmaceutical, and Health Care Industries with syndicated and custom research and management consulting. This includes marketing, marketing research, science, supply chain, ingredient, positioning, performance, media optimization, concept development and evaluation, and much more. If you are in the health and wellness space, we can deliver against any gaps in your internal functional skill set.

Milwaukee & Louisville

Leadership of HumanaOne direct business segment. Market vision leadership, organizational alignment, positioning, branding, communication, operational delivery of promised consumer experience. Launched three new brands, 17 new products in less than a year with a performance run-rate improvement up 50% Identified market needs, defined target segment product attribute drivers, created brand identities, optimized messaging, media and distribution, motivated, produced.Humana had previously been a consulting client for several years. I had done the work behind the design, testing, and launch of their very successful Medicare Part D products. Because I had a family need to be located in Wisconsin for a period of time, I agreed to take a leadership role in the direct to consumer individual policy line of business.

The Americas'

Leadership of Sales and Marketing for Global Marketing Research and Knowledge Management organization headquartered in Melbourne, Australia, with responsibilities for the Americas region. I had been a customer of Insight Marketing and worked with them in that capacity for over year before they requested I join their organization.

Integrated Relationship Marketing linking mailing, email, web, phone, sales, and institutional information for ROI optimized and consumer relevant positioning and communication.

Lead all primary and secondary research and marketing/sales information support worldwide for Mead Johnson Nutritional Division. Developed one of the largest private tracking panels in the world to guide ROI optimization, drive forecasting, pay incentive compensation, and manage bidding.Integrated with the CRM system design work, we were able to link call center, emailing, flat mailing, sampling, sales staff, and any other contacts points into a consolidated data record. This allowed 'waterfall' segmentation logic to be utilized with custom scripting, print-on-demand, coupon/sample value, and other tactics to be leveraged in maximizing ROI while expanding reach. Our market share hit record highs on a global basis as a result of this program.

Jacksonville, Florida Area

Lead the development of marketing and sales programs which originally automated the sales group, linked their information to the call center, and drove the direct mail program with fully integrated message management. Reduced cost per sale, tightened profitable targeting with predictive actuarial scoring, integrated multiple sales organizations and six different product platforms. Moved market share to almost double in 18 months and turned around a major loss trend into continued, strong profitability.We built a "BENEFACT"​ sales automation system for laptop deployment with our sales force before Microsoft Windows was a common environment. We consolidated separate product specific sales groups into one unified force who could respond to any customer need with a full bag of product solutions. We established forward predictive underwriting to establish priority targeting and coordinated the sales incentive system to align with it; shifting our team from a bag 'em and drag 'em inefficiency to a tag 'em and bag 'em approach that quickly brought the best targets to us at attractive acquisition costs. We also introduced a "WhoDunnit" competitive intelligence program that consolidated key contact insights from all market interaction sources in sales, underwriting, contract administration, network management and more to get a complete picture of where we could leverage our advantages.University of Michigan Blue Cross Blue Shield National Health Care Institute School of Public Health graduate. Academy for Health Services member in the American Marketing Association.

Lead all marketing, sales, marketing research, information services, library, and related functions servicing six pharmaceutical and one nutritional division line of business. Lead therapeutic classes from Oncology, CNS, Anti-infective/Anti-viral, Cardiovascular, Gastrointestinal, to Adult and Infant Nutritionals. We lead the information hub which drove a ten fold increase in Sales and Profits during this period.Added the functions of -Manager of Sales Information Administration and Analysis responsible for Incentive Compensation, Territory Design and Management, and Sales Information TrainingManager of Information Retrieval and Analysis Support responsible for Decision Support and Executive Information Systems, End-user computer training, Mainframe/PC Interface management, Promotional Elasticity Optimization, and Sales Force AlignmentManager of Information Planning Coordination responsible for MIS Plan Development, Business/Technical Interface, Review and Approval of Systems Designs, Prioritization of Systems Development, Matching Selling Policy with Gross Sales System, Matching Sales Force Deployment with Territory Reporting, and Promotional Mailing (CRM) Systems.We saved $1.4 million in data acquisition costs, $0.5 million in sales call system expenses, managed a $13 million expense budget with a 97 Index, established personal goals for every staff member, built a state of the art electronic strategy center linked to our in-house television production studios, and developed a field sales staff call response center to support inquires from our nearly 4,000 sales staff members.

Supervising: Manager of New Business Market Studies responsible to Commercial Development and Planning Support, License and Acquisition Research, New Product Introductions, Competitive Intelligence and Corporate Issues/Policy Management.Manager of Pharmaceutical Market Research responsible for in-line products and extensions plus brand strategy coordination across geographic markets.Manager of Market Information Services responsible for Market Performance Tracking, Channel Strategy, Product Divisional Assignment and Sales Force Targeting of about 4,000 divisionally assigned sales staff.Manager of Nutritional Market Research responsible for in-line products and brand strategyManager of Library and Information Services responsible for access to 1,000+ searchable databases, pre-market research investigations, purchase of all textual materials companywide, and physical library sites in the Legal, Human Resources, Information Systems, Channel Sales, Scientific, and Business Information Centers.Also represented the company on the Pharmaceutical Manufactures Association Marketing Research and Medicare Advisory Committees in Washington with nearly weekly commutes to participate.

Established competitive intelligence function. Integrated corporate wide libraries serving all functional areas from Legal to Scientific to Human Resources to Business. Established keyword retrieval precursor of knowledge management system. Enhanced volumetric forecasting of primary division sales driver to 0.25% volume and 0.2 share point accuracy. Completed global pro forma merger combinations of thousands of potential acquisition candidates which ultimately lead to Squibb combination. Coordinated foreign language translation services to prepare to better global reach in corporate footprint. Established multi-division/multi-function information sourcing coordination that reduced purchasing costs by 66% and expanded shared access to five fold as much existing information. Coordinated all consulting access for all divisions and all functions to improve expertise of stable, reduce redundancy, and manage expenses. Introduced Sales Call Analysis, Sale Performance Tracking, and Bonus Plan administration. Expedited product recall notification to hundreds of thousands of health care professionals in 24 hours or less.

Divisional department head of Market Research unit covering primary, secondary, competitive, and policy research.

Nutritional Division Market Research. Established core of longitudinal tracking program to effect professional influence drivers on consumer behavior response in purchase patterns. This work eventually resulting in nearly doubling market size through changes to medical practice recommendations.

Public Policy research support for Congressional and World Health Organization testimony

Madison, Wisconsin Area

Project lead on an IND early stage development which produced a gallstone dissolution drug. While serving mainly as the team biochemist, I also was trained in and assisted with surgical procedures, histology, autopsy, and other project elements to assist other team members. I also obtained my pilot's license to transport samples back and forth to the Mayo Clinic which was a coordinating site with us on the research and shared selective analytic procedures."Retained Biliary Tract Stones", Archives of Surgery, March 1981"Effect of truncal vagotomy and pyloroplasty on hepatic bile composition in the rhesus monkey", J.Laboratory & Clinical Medicine, April 1981"Effect of Capmul 8210, a new gallstone dissolution agent, on the biliary tree", European Society for Surgical Research, May 1979, Barcelona.

Mba, Marketing And Management

Activities and Societies: Gamma Sigma Delta, Mu Kappa Tau,Specialized in marketing optimization with quantitative modeling of big data.

Ms, Food & Nutritional Science

Activities and Societies: Beta Gamma Sigma, Phi Kappa PhiOnly graduate student with parallel University staff appointment; awarded.

Bs, Chemistry & Nutritional Science

Activities and Societies: Graduated with high honorsGraduated in 3 years. Chancellor's Student Advisor, Department Student Advisor.

Education record

Activities and Societies: Sportscaster - Student Television; Letterman - Cross-country, Wrestling, Track