Michael Galperin Email & Phone Number

Stow, Oh, Us

Cleveland/Akron, Ohio Area

Schumacher Homes is the largest and one of the most decorated custom home builders in the country. Head the marketing team, assessing all areas of the sales funnel to optimize both digital and traditional levers, increasing the ROAS of marketing platforms delivering the highest quality prospects to locations and generating sales. Own budget and allocation across channels spanning performance to branding content management. Transform growth marketing approach to focus on storytelling and great content. Plan and execute integrated marketing campaigns across a variety of owned, earned, experiential and paid channels. Set measurable marketing performance goals, KPIs and learning plans, and track performance, applying learnings to future work. Orchestrate experience and journey. Create customer segmentation and detailed analysis by each advertising source and conversion points companywide and by location. Use consumer research and business analysis to understand competitor and market intelligence, channel dynamics, positioning, segmentation, and sales. Develop, implement and advance the strategy, experience, voice, campaigns and capabilities of the brand. Create customer-centric, culturally relevant and memorable strategies and tactics engaging customers at every touch point from community management to programmatic media. Research and implement new techniques and technologies that drive brand and keep the company at the forefront of customer experience. Effectively manage relationships with external marketing agencies, working collaboratively to deliver compelling results founded on storytelling and story making. Proactively seek out partnerships that expand brand’s footprint in ways that strengthen equity and loyalty. Lead team towards high-performance and ignite talent by mapping developmental roles and assignments. Coaching to enable team to hit goals and maximize their potential.

Cleveland/Akron, Ohio Area

CVS Health is the largest healthcare company in the Fortune 500, whose businesses support the majority of Americans on their path to better health. As healthcare becomes more retail-like and the population ages where seniors account for an increasing share of healthcare dollars, I was entrusted with one of CVS’ most valuable brands - SilverScript, CVS’ $8 billion wholly-owned Medicare D plan. Responsible for optimal spend of marketing budgets exceeding $25 million across all mediums. Success of the work measured through sales and brand awareness, with the long-term goal of increasing loyalty and driving brand equities. Led the situation/insights analysis and development of growth roadmap focused on business objectives, and translated the strategy through all elements of the marketing mix and consumer touch points to acquire and retain customers. Analyzed marketing results to ensure revenue & EBIT objectives were realized. Influenced and inspired cross-functional teams to overcome challenges and drove informed decisions with data science and its application. Informed product development and enhancement with opportunity market sizing, need spotting, consumer, and conjoint studies.

Greater Detroit Area

Recruited by original private equity owners as first VP of Marketing to build a true marketing foundation & department and to establish a strong national brand with sustainable growth. Built team with a plan to grow its effectiveness and efficiency, evolving to changing needs of the business. Charged with formulating a marketing plan and differentiated brand strategy with multi-million dollar budget, turbo-charging digital & social, and instilling fact-based decision making showing strong ROI. Responsible for brand management, creative, media planning, promotions, sales tools, and agency management. Developed methodology to measure performance of traditional and digital media, and evaluate in-market tests. Optimized media mix, driving improvement through allocating investment by segment, message, value proposition, product, program, vehicle, and purpose (brand vs. promotional). Led development of new advertising campaign and spearheaded new voice for the brand anchored to buyer/user insights.

Columbus, Ohio Area

Focused organization on activities that lead to highest value to the business. Provided insight into and presented recommendations, for marketing & executive management, to address current and emerging business/consumer trends. Fostered an environment that values quick and decisive response to new/changing situations. Steered strategy, structure, and execution of marketing efforts. Drove calendar planning and detailed campaign requirements based on analytic and customer insights including such tactics as advertising, direct marketing, online, PR, and sales tools. Oversaw digital & social media including channel and audience management. Oversaw menu and pricing based on sound marketing and sales data for new products, LTOs, and discontinuation of tired items. Generated new product/concept ideas consistent with overall product and experience strategy. Conducted and analyzed consumer research to evaluate new product/concept appeal and brand alignment. Diagnosed brand and customer equity tracking, providing insight into how messaging is resonating with consumers. Determined effectiveness and efficiency of media spend owning marketing performance evaluation.