Michael Troka Email & Phone Number

Sheboygan Falls, Wisconsin, Us

Waukesha, Wisconsin, Us

Division of Holden Industries, Manufacturer of material handling related products - Mezzanines, Vertical Reciprocating Lifts, Access, and Guarding products. Located in Waukesha, Wisconsin. Leader of the marketing team and member of the Senior Leadership Team. Reports directly to the President. Responsible for managing a $2 million budget.• Lead the strategic development of the 5 year and annual brand activation operating plans including defining marketing goals, budgets, objectives, strategies and KPIs in partnership with the President and SLT. Oversee the development of the yearly budget in support of the AOP.• Develop global Integrated Marketing Strategies optimized for execution, including customer targeted approach, brand positioning, and customer segmentation to help achieve brand, category, and channel goals.• Develop integrated marketing plans for best-in-class product launches through brand advertising, digital media, SEO/SEM, public relations, web content, social media, ecommerce, tradeshows, and Pardot/ Salesforce drip campaigns. Resulting activity measured through brand awareness, lead generation, website session activity and ecommerce conversion rate.• Developed market research around market segmentation, competitive analysis, and voice of customer NPD qualitative analysis.• Support NPD product marketing collaborations, including identifying opportunities, scoping potential profitability, competitive insights and building business cases and leveraging voice of customer & market research) to shape NPD development and launches.• Hold team accountable to actively track, analyze, measure, and share business results, brand health metrics and competitive activity, trends, and implications across key performance indicators in business intelligence dashboards.• Manage agency partner relationships for the strategic execution of paid media, public relations, social media, research, web content development, trade shows and industrial design.

Lebanon, Tn, Us

Division of AO Smith Corporation, leading manufacturer in expertise and innovation of high efficiency commercial and residential boilers, water heaters, and pool heaters. Director of Marketing: Leads product marketing, business intelligence, pricing, parts, channel marketing, and marketing communications and services team of 24 with 6 direct reports. Reports to the Vice President of Marketing. Responsible for $6 million budget.• Develop and execute fully integrated strategic marketing plans and new product launches in the wholesale channel targeting mechanical engineers and mechanical contractors. Result: Successful, fact-based plans that include business intelligence research, competitor market share analysis, competitive pricing, brand positioning, target audience segmentation, voice of the customer research and competitive product analysis.• Lead team of eight product marketing managers responsible for the successful development and launch of boilers (residential and commercial), water heaters (commercial), parts and accessories, microCHP, pool heaters and tanks. Led a 5 Step Stage-Gate Process that is fully integrated and cross-functional with product marketing, sales, engineering, global purchasing and business intelligence.• Lead the “next generation” industrial design efforts across both the residential and commercial flagship products. Result: Instituted consistent Visual Brand Language across both residential and commercial product lines. The new VBL created a leadership position based on an “appliance” look and feel, best in class displays, IoT capabilities, consistent branding, and advanced manufacturing capabilities.

Hartford, Wi, Us

Responsible to Group Vice President of Marketing for directing and managing global team of 12 across North America, Europe, and China. Managed $11 million budget. • Developed multi-year global marketing communication plans, supported global strategic product launches, and key global channel initiatives. Result: Delivered comprehensive integrated marketing product launch campaigns for wholesale, retail, and e-channels that drove awareness and consideration to purchase for all 3 brands. • Restructured and revamped global public relations efforts and hired new global PR firm. Result: Initiated increase in consumer and trade placements and impressions annually. Expanded 228,000,000 impressions in 2013 to over 1 billion global impressions by 2016.• Directed strategic development and Content Management System implementation for redesign of 3 global websites, including launch of e-commerce platform. • Led creation and execution of quantitative/qualitative research-based global brand positioning. Result: Consolidated 7 global brands into 4 brands that focused and differentiated brand positions in order to increase customer awareness, drive increase in market share, and leverage marketing costs.• Oversaw standardization of digital content and implementation across multiple brands for websites and social properties (Facebook, twitter, Instagram and houzz.com), bloggers, and public relations. Result: Drove consistency of message across multiple consumer and trade touch points. Hired multiple outside vendors that could develop an “on brand” and consistent content experience.• Launched new BEST brand downdraft range hood incorporating endemic digital advertising campaign that produced 1,000,000 views of 30 second pre-roll branded spot over 7-month period. Result: Achieved click through rates that were 7 times national average and 150% increase in web traffic, exceeding product sales forecast by 50%.

Espoo, Uusimaa, Fi

Responsible for directing and managing marketing communications activities in North America. Led team of 7 professionals and directed outside agency relationships. • Authored Fiskars Americas comprehensive Marketing Communication Plan. Result: Launched key new products, including Amplify and Razor Edge line of scissors through 360 degree campaign at key big box retailers.• Developed strategic partnership with Wildfire (Google) for development of social media programs. Result: Facilitated 50% increase in followership in less than 3 months. Average engagement rose to 13% compared to average CPG company of 1.4%.• Supervised redesign and implementation of fiskars.com and the e-commerce platform. Result: Drove $250,000 in e-commerce sales in year one, increased web traffic by 30% YOY (3,100,000 unique visitors) through increased SEM and digital advertising (.45CTR 5 times the national average).• Oversaw creative development of expanded Craft and Hobby tradeshow space presence. Result: Won 2013 Best in Show trade show booth experience at CHA.• Supervised Fiskars brand satellite media tour featuring Power Gear gardening tools and National Arthritis Foundation. Result: Garnered over 50,000,000 impressions in 1 day

Kohler, Wisconsin, Us

Responsible for managing strategic development and execution of marketing/branding communication campaigns and integrated product launches across North America, Canada, and Mexico channels, including wholesale, retail (The Home Depot, Lowes, Bed Bath & Beyond, and Kohler Stores), showrooms, and commercial, with annual sales of $2 billion. Developed and managed literature budget of $4 million. Led staff of 4. • Drove global commercial fixture and faucets product launches and trade campaigns throughout North America and Asia. Result: Achieved double-digit increase in brand awareness in less than 3 years.• Launched The Kohler Store brand at 3 retail locations, including Chicago Merchandise Mart’s LuxeHome. Directed major national advertising agency, GSD&M, on creative development of advertising campaign and secured national/international PR for grand opening coverage. Result: Established brand concept and identity to kitchen/bath designers and consumers and Global Next Generation Showroom experience. • Refocused brand for showroom channel by creating fully integrated, co-op advertising campaign for distribution partners. Result: Drove millions of exposures in major local and national media outlets for distributor showroom partners. • Launched Flipside Technology hand shower/showerhead exclusively at The Home Depot. Led development of multimillion-dollar communication campaign in conjunction with Home Depot. Result: Achieved consistency on brand consumer packaging, merchandising, broadcast advertising, and web experience. Elevated POS sales from 250 units per week to over 1,200 during 9-month national broadcast media buy. • Directed strategic development of national rebranding packaging campaign at The Home Depot, Lowes, and Bed Bath & Beyond, which involved over 250 SKUs in 8 different product categories. Result: Awarded Best Brand Packaging by POP Times trade magazine.

Kohler, Wisconsin, Us

Milwaukee, Wisconsin, Us

Louisville, Kentucky, Us

Minneapolis, Mn, Us

Master Of Arts - Ma, Public Relations, Advertising, And Applied Communication

B.S., Biology