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Bi-lingual, hands-on Global Marketing & Branding Leader with nearly 20 years of progressive success in developing and implementing integrated strategic marketing and communications strategies for a broad range of industries and global companies. Ability to seamlessly lead lean, nimble and distributed employees and partner agencies across the globe. Highly skilled in building brand identity and differentiating and increasing the visibility of a company’s products and solutions to diverse, multi-cultural audiences. Possesses a passion for working and collaborating with a diverse, global team and immersing oneself in various cultures and business environments.COMPETENCIES:Leadership • Strategic Planning • Marketing & Brand Strategy • People Management • Bilingual (Spanish) • Cross-functional Collaboration • Performance Metrics & KPIs • Budget Management & Allocation • Strategic Partnerships • Excellent Verbal & Written Communication Skills • Presentation Skills • Data Analytics MARKETING EXPERTISE:Advertising • Agency Management • Brand Health & Awareness • Brand Strategy, Development & Management • Campaign Management • Competitive Analysis • Content Strategy • Demand & Lead Generation • Digital Marketing • Direct Marketing • Email Marketing • Global Marketing • Go-to-Market Strategy • International Marketing • IRI • Market Planning • Market Research • Marketing Automation • Marketing Communications • Marketing Strategy • Merchandising • Multi-cultural Marketing • Nielsen • Positioning • Product Development & Launch • Product Marketing • Segmentation • Shopper Marketing • Social Media Marketing • Trade MarketingINDUSTRY SECTORS OF INTEREST:Automotive • CPG • Ecommerce • Energy • Financial Services • Food & Beverage • Healthcare • Hospitality • Industrial Machinery & Equipment • Insurance • Manufacturing • Pet Care • Retail • Software as a Service (SaaS)BUSINESS REGIONS OF INTEREST:Asia Pacific (APAC) • Europe, Middle East and Africa (EMEA) • Latin America (LATAM) • North America (NA)SOFTWARE PROFICIENCIES:Microsoft Office (Word, Excel, PowerPoint, & Outlook)ADDITIONAL:Open to global travel – to attend conferences, trade shows, and meet with partners and customers.
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Director Of B2B MarketingWorkwear Outfitters Jan 2023 - PresentNashville, Tennessee, UsDirects and manages the B2B Marketing team focusing on Automotive, Transportation, Food Service, and emerging industries across the U.S, Mexico, Canada, and Latin America. Responsibilities include brand strategy and positioning, product development, Go-to-Market strategy, and channel strategy for the portfolio of Workwear Outfitters’ brands. Brands include Dickies®, Red Kap®, Bulwark®, Kodiak®, and Terra®. Manages and leads the Dickies® B2B brand within Workwear Outfitters’ portfolio.• Leads strategic arm of the marketing department responsible for leveraging the total branded portfolio in a unified approach to distributors and end users for the North American market. Responsibilities include lead generation, product marketing, content creation, account-based marketing, etc.• Champions all end-user and distributor research and insight projects to drive business/brand strategy, product and category development, and channel strategy for all current and future industries/opportunities.• Crafts 3-5-year strategic innovation/product development roadmaps for all brands and target industries, identifying gaps and opportunities in the market, market landscape/sizing, brand fit, targeting, market/geography expansions, and KPI’s.• Manages the Dickies® B2B brand strategy and execution for North America as a premium segment within the workwear/uniform space. • Responsible for allocating funds across multiple brands, channels, industries and international markets based on business need and growth opportunities.• Serves as the strategic lead for all internal and external agency partners as well as the lead partner with sales leadership to create customer specific marketing programs and determine end user segmentation. • Creates the B2B marketing vision for a team of marketing managers and associate marketing managers. Aligning strategies across the team to drive efficiency and scale.
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Senior Marketing Manager, B2BWorkwear Outfitters May 2019 - Jan 2023Nashville, Tennessee, UsManaged the B2B Marketing team focusing on the Automotive, Transportation, and Food Service industries across the U.S, Mexico, and Canada. Responsibilities include brand strategy and positioning, product development, and channel strategy for the portfolio of brands including Dickies®, Red Kap®, Kodiak®, and Terra®. • Managed and led the Dickies® B2B brand strategy and execution for North America as a premium segment within the workwear/uniform space. Achieved 25% revenue growth in 2021.• Led the strategic arm of the marketing department, WWOF’s first Industry Marketing Management team, responsible for leveraging the total branded portfolio in a unified approach to distributors and end users for the North American market.• Oversaw first Account-Based Marketing campaign targeting 115 enterprise-level accounts within the transportation industry across the U.S., Mexico, and Canada to build a revenue pipeline for sales team.• Led all consumer insight projects (end-user and distributor) to drive business/brand strategy, product and category development, and channel strategy for all current and future industries/opportunities.• Responsible for developing 3-5-year strategic roadmaps for brands and target industries for product development teams and sales teams.• Responsible for identifying new areas of growth and opportunities for portfolio of brands including brand and geographic expansion, new product and category needs, and channel diversification.• Led new industry expansion for Food Service by building the strategies and roadmap for market sizing/landscaping, product and category needs and innovation, channel strategy for North America.
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Marketing ManagerWorkwear Outfitters Apr 2013 - Apr 2019Nashville, Tennessee, UsMarketing brand manager for several of VF Imagewear/Workwear Outfitters’ largest brands including Dickies® B2B, Wrangler Workwear®, Wrangler Riggs, Timberland PRO, and Red Kap®. • Developed and led VF Workwear’s first ecommerce sites generating more than $1M in revenue in year one.• Created and led the first retail mobile tour for VF Imagewear targeting strategic, geographic locations for early adoption of new retail line of workwear generating $50K in its first quarter.• Developed and led channel growth initiatives for the portfolio of non-FR brands (Red Kap and Dickies) in the reseller segment through distributor forums to strategically align brands, product lines, and sales team with the needs of distributors and end-users resulting in $65M in annual revenue.• Created, led, and managed the brand development of Wrangler Workwear from brand positioning, channel strategy, sales strategy, pricing, and product development as it was the first premium line of garments ever introduced into company portfolio. This initiative resulted in an annual revenue stream of ~ $10M dollars.
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Account Manager, Interactive - Dollar GeneralPurered Dec 2012 - Mar 2013Atlanta, Georgia, UsServed as on-site manager for PureRED, Dollar General’s interactive/digital agency of record. Managed, developed, and supervised a team of four Account Executives. Responsible for coupon strategy management, e-commerce, shopper marketing, website/website content, and social media for Rexall® brand and all private label products. Communicated Dollar General's value proposition and drove consumers to retail via digital platforms, including dollargeneral.com, e-commerce, email, social media, and mobile marketing. -
Senior Retail Marketing ManagerOdom'S Tennessee Pride Jul 2011 - Oct 2012Served as the Retail Marketing Lead for the development and execution of business and brand building plans for both the frozen breakfast food and fresh meat categories. Also, serve as Brand Lead for all brand management, brand image, shopper marketing strategies, program design and management. Maintained and managed retail marketing budgets exceeding $7.1M across all channels.• Recommended and managed fully integrated brand and shopper marketing programs for the Tennessee Pride brand with proven results of increasing household penetration, retail adoption, and shopper loyalty.• Managed all coupon programs such as traditional methods as well as digital and retailer-specific coupon programs and recommend new approaches to maximize ROI and gain retailer engagement.• Gathered and analyzed data and developed recommendations for shopper marketing programs, national consumer programs, new product opportunities, and sku rationalization.• Led research initiatives for shopper/consumer insights to develop the brand and product assortment.
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Trade Marketing ManagerThe Buntin Group Jul 2010 - Mar 2011Nashville, Tennessee, UsServed as agency lead for all trade, shopper and retail marketing related projects and programs for Commonwealth Brands, Inc. and new business opportunities. Responsibilities included sales force support and determining and developing the appropriate marketing mix to intercept the shopper both outside and inside of the retail environment, primarily in the specialty tobacco, gas & c-store, and independent channels. • Developed and executed trade, retail, and brand marketing programs and training materials for Commonwealth Brands’ brand managers and sales force.• Developed and managed promotional calendars for all brands to increase efficiencies and maximize the effectiveness of the marketing mix at retail.• Maintained and nurtured the relationship between the trade/sales team and the brand managers and determined the resources and programs needed to appeal to both groups’ objectives.• Utilized shopper and consumer insights and data to develop shopper and consumer promotions programs to optimize the in-store experience for the shopper/consumer. • Managed the trade and consumer/brand marketing budgets for the entire Commonwealth Brands portfolio. -
Shopper Marketing Program ManagerCatapult Marketing Mar 2009 - Jul 2010Westport, Ct, UsMaintained and grew Mars Petcare brands and products in the Mass, Grocery, and Dollar channel by understanding the key needs and objectives of the shopper, retailer, and brand by leveraging a mix of retailer specific in-home, in-store, and online promotional vehicles. Maintained shopper marketing budgets exceeding $2.8M for the Mass, Grocery, and Dollar Channels.• Developed and executed retail oriented promotional and marketing programs ranging from in-home, in-store, and online for new product launches and existing products generating a positive ROI, incremental display support, and increased spin rates of Mars products for strategic retailers.• Identified and led the new channel strategy and development for the Dollar, Drug, and Gas and Convenience channels resulting in increased shopper marketing funding and strategic marketing plans to support new channel growth.• Developed and executed strategic brand plans to maximize program effectiveness and shopper reach. • Managed media and media agencies, as well as creative production, to generate cost savings.• Recipient of the 2009 Rising Star Award. -
Assistant Marketing ManagerMars Petcare U.S. Apr 2007 - Feb 2009Mclean, Virginia, UsMaintained and grew Private Label pet food programs by understanding key customer needs and objectives then developing the merchandising, promotional, and pricing strategies to meet those needs for top strategic accounts in the grocery and international channels. • Developed and executed effective promotional/brand strategies and plans for top customers’ private label brands including launch/media plans and materials, in store presence, POP/POS material, direct mail, etc, resulting in increased market share (Walmart and Sam’s Club Mexico, Food Lion, Topco, etc.)• Developed and executed private label packaging and led creative direction for strategic customers’ brands across multiple classes of trade.• Maintained P&L and budgeting for strategic accounts and supported achievement of Exclusive Brands sales objectives resulting in earnings percentages between eight and 30% for the appropriate sku’s.• Used research data and consumer/shopper insights to identify new category opportunities that resulted in creating broader customer portfolios in the Mass and Grocery channels. • Collaborated with R&D, Manufacturing, Sales, and the customer to develop new products, packaging, and/or refresh/rationalize current sku’s, resulting in increased market share for top customers’ brands. -
Export Account ManagerMars 2005 - 2007Mclean, Virginia, UsManaged strategic export accounts and the logistical process from the production facilities, border crossings, and customers’ final destinations. Also responsible for supply chain analysis to maximize customer needs. • Monitored replenishment and performed statistical analysis of inventory levels, fill rate, customer demands, in stocks, lead time, forecasting, and sales to provide optimum order recommendations.• Managed the VMI process for strategic accounts to continuously provide the optimum inventory levels on hand, in transit and on order to satisfy customer demand.• Reviewed orders for accuracy, facilitated documentation for ports of entry, and coordinated production and scheduling with plants to ensure satisfaction of customer demands.
Michael Banner Skills
Michael Banner Education Details
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Middle Tennessee State University (Mtsu)Marketing -
Middle Tennessee State University (Mtsu)Marketing & Spanish
Frequently Asked Questions about Michael Banner
What company does Michael Banner work for?
Michael Banner works for Workwear Outfitters
What is Michael Banner's role at the current company?
Michael Banner's current role is Global Marketing & Branding Leader.
What is Michael Banner's email address?
Michael Banner's email address is mi****@****vfc.com
What is Michael Banner's direct phone number?
Michael Banner's direct phone number is +161556*****
What schools did Michael Banner attend?
Michael Banner attended Middle Tennessee State University (Mtsu), Middle Tennessee State University (Mtsu).
What skills is Michael Banner known for?
Michael Banner has skills like Brand Management, Marketing, Shopper Marketing, Integrated Marketing, Consumer Products, Trade Marketing, Marketing Strategy, Advertising, Merchandising, Grocery, Customer Insight, Market Research.
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