I am passionate about powering export-led brands to success on the world stage and driving sustainable business growth.I am strategic marketing leader with 15+ years of experience in global consumer and business marketing roles across multiple industries. I have specialist in-market experience and networks in the United States, China, Japan and Europe.Commercially astute, I have a track record of working at pace to improve brand and market penetration, customer acquisition and retention, and accelerate profitable growth. I bring fresh and innovative thinking with strengths in designing and executing insight-led marketing and brand strategies and building premium brands, consumer and shopper marketing, and product and channel innovation. A strong listener and communicator, I have a genuine passion for working with teams and people to ensure successful outcomes and create a collaborative, high-performing team culture.My marketing leadership experience is in renowned B2C and B2B companies, including Beef + Lamb New Zealand, Synlait Milk, Hawke's Bay Tourism, New Zealand Post Group, Public Trust, and Cigna Insurance. I have a proven track record of achievement in:- Consumer, customer, market and category research and insights- International expansion and market entry strategies - Global brand strategy, architecture, and localisation- Global marketing strategy and communications (through-the-line)- Customer experience, engagement and activations- New Product Development, packaging design, channel innovation and go-to-market strategy- Strategic brand partnerships and collaborations - Media communications, public relations, and reputation management- Sponsorship strategy, management and events - Building and leading high-performing teams
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Product Marketing ManagerKiwicareChristchurch, Nz -
Global Manager - New Zealand Red Meat StoryBeef + Lamb New Zealand Feb 2017 - PresentChristchurch City, Canterbury, New ZealandResponsible for strategically directing and delivering a world-class consumer-led brand and marketing function for the beef and lamb industry. Primary market focus: China, the United States and Japan.Accountability for global consumer brand strategy, governance of strategic marketing initiatives and ensuring execution and performance achievement of initiatives.Lead an international team across research and insights, brand marketing, content, shopper marketing, advertising, strategic partnerships, NPD and retail channel innovation.Responsible for multi-million dollar budget management, investment decisions, contract negotiation, and program performance tracking and reporting. Program spokesperson, including media and PR opportunities.Delivered double digit uplifts in awareness and aspiration to purchase beef and lamb from New Zealand (USA) by creating and leading a multi-year through-the-line brand marketing campaign targeting the Conscious Foodie consumer segment across the United States and China. A cost-benefit assessment shows that for every $1 invested in the campaign, $8 is returned to New Zealand's GDP. Moved the sector forward and delivered improved product sales growth in the United States and China by developing and navigating complex commercial relationships with export company executives, in-market customers and retailers. -
Marketing And Brand Strategy FreelancerSelf-Employed Sep 2016 - Feb 2017I worked with various commercial businesses and developed marketing, brand and sponsorship strategies to support their growth.
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Marketing ManagerSynlait Milk Limited Jun 2016 - Sep 2016Responsible for strategically directing and delivering a best-in-class business-led marketing and communications function to contribute to corporate strategy realisation. Primary market focus: China, the United States, the rest of Asia, and Europe.Accountability for integrating global voice of the customer and consumer insights into business development pipelines, product and market candidates and business cases, as well as customer, brand and investment strategy. Directed market insight and opportunity identification to inform customer, product and market development, value propositions, packaging and product innovation, R&D and strategic projects.Directed brand building and positioning strategy, ID and architecture development and maintenance, packaging design, and global marketing communications activity planning and execution.Led customer strategy development, management, governance and overall performance assessment to increase value, earnings volume and customer engagement.Directed corporate sponsorship and events, including customer and partner events, nationally and internationally.Led media and PR activity focusing on investor relations, corporate profile building and crisis management communications.Contributed to revenue growth of $170m, EBITDA growth of 279% and a net profit gain of 682% over five years by leading the strategy and execution of Synlait's global brand across Asia, the United States and Europe.Drove Synlait's infant formula business growth in China by supporting FMCG customers with the development, design, launch and shopper marketing of three consumer-packaged infant formula brands through online and offline retail channels. -
Marketing And Communications ManagerSynlait Milk Limited Aug 2011 - Jun 2016Member of the Senior Management Team Aug 2011 - Jun 2014 reporting to the CEO and Board -
Regional Promotion And Marketing ManagerHawke'S Bay Tourism Mar 2009 - Aug 2011Hawke'S BayStrategic leadership of the Hawke’s Bay Regional Tourism Organisation and the delivery of a world-class destination marketing and communications program. Included the leadership of seven staff, consumer and market insight capture, domestic and international advertising, trade marketing, organisational communications and media/PR (spokesperson for tourism), and sponsorship and events management. Direct accountability to the Advisory Board. -
Marketing Communications Delivery ManagerNew Zealand Post Group 2008 - 2009Built, managed and delivered a marketing communications and sponsorship programme driving customer engagement and commercial value growth in support of company strategy. Included the leadership of six staff, five advertising agencies, multi-millon dollar budget management and a representative on the Corporate Responsibility Environmental Sustainability Group. -
Marketing Communications SpecialistPublic Trust 2006 - 2008Developed and managed Public Trust’s consumer marketing programme supporting corporate strategy realisation. The role included working with product and sales managers to achieve desired targets, sponsorship management and people leadership. -
Senior Direct Marketing ExecutiveCigna Life Insurance Nz Limited Jun 2005 - Oct 2006Developed and executed tactical direct marketing and television direct response campaigns offering insurance products to the customer base of three New Zealand trading banks and the New Zealand public. The role included managing business partner relationships, NPD and the preparation of sales plans, targets and budgets. -
Direct Marketing ExecutiveCigna New Zealand Oct 2004 - Jun 2005 -
Direct Marketing Campaign Co-OrdinatorCigna New Zealand Aug 2003 - Oct 2004
Michael Wan Education Details
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Boma New ZealandExecutive Education - Transformational Executives Programme -
Australasian Investor Relations AssociationDiploma Of Investor Relations -
Leading For Strategic Success -
The Blanchard InstituteMaster Trainer Qualification -
Chartered Marketer -
Marketing Association Of New ZealandDistinction -
Economics -
First Class Honours -
Marketing And Management
Frequently Asked Questions about Michael Wan
What company does Michael Wan work for?
Michael Wan works for Kiwicare
What is Michael Wan's role at the current company?
Michael Wan's current role is Product Marketing Manager.
What schools did Michael Wan attend?
Michael Wan attended Stanford University Graduate School Of Business, Boma New Zealand, Australasian Investor Relations Association, Melbourne Business School, The Blanchard Institute, Chartered Institute Of Marketing, Marketing Association Of New Zealand, Victoria University Of Wellington, Victoria University Of Wellington, Victoria University Of Wellington.
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