Michael Kowalyk Email & Phone Number

Massachusetts

Early stage consumer/healthcare provider health and wellness technology company. (SasS)Defined market segmentation and adoption model building “Voice of the Customer“ into product design and go-to-market launch. Defined business revenue model based on subscription services. • Crafted software technology platform direction focused on delivering high touch “individualization” that delivers on specific profile and use instructions. (Software as a Service model)• Framed product solution by framing behavior change model based on changing habits utilizing “awareness, interruption, substitution, reinforcement.” • Defined product requirements for mobile device apps “solution” that, unlike other products, gives individuals a direct outcome by putting them in charge to permanently change their behavior.

Chelmsford, Ma

Chelmsford, Ma

Developed Brand Strategy for Town for economic development. Drive zoning initiatives and business development initiatives to bring new development to ChelmsfordDefined target industries using core competency and cluster analysis methodology. Strategic Consulting, including business plan & sales strategy development advising town officials on pro-active pro-business initiative.Establish B2B/trade public relations program projecting Chelmsford as a destination point being "Chelmsford - "crossroads of commerce and community."

Greater Boston Area

Spearheaded product commercialization leading technology through concept, development and launch. Implemented package design, product sourcing and e-commerce effort. Structured customer service initiative and accelerated adoption with on-line product launch supported by traditional media. • Led product innovation effort taking nekFIT from concept to launch resulting in garnering MacWorld’s Best of Show Award for most practical and innovative accessory. • Framed e-commerce, Web 2.0 and customer service platform-setting stage for internet product launch resulting in 40% purchase conversion rate creating new product category.• Led new market channel and consumer segmentation effort broadening consumer use. Built retail and international sales channel and achieved a +95% customer satisfaction rating.

Greater Boston Area

Providing lead as Brand Strategy Leader for non profit healthcare and community outreach organizationsTaproot is a nonprofit organization that makes business talent available to organizations working to improve society. Collaborating to design innovative solutions bringing pro bono service to bear for progress on issues facing our cities and society.

Senior Executive Networking Group -North East. Advisor building member acquisition and retention program targeting CxO and VP personal. Built value proposition "networking for life - through professional development." Oversaw development and implementation of social media/e-mail outreach.

Created efficient corporate Brand and market penetration strategies. Defined processes driving increased customer awareness and acquisition by connecting strategy with targeted customer behavior. Defined Brand architecture launching Samsung Korea Financial Services. Created customer focused “Protect, Create, Empower” circle and LifePower Plan giving customers control, in any life stage, to create a plan using Samsung’s financial products portfolio.Focused pharmaceutical oriented consulting firm’s value proposition on delivering ROI (Return on Insight) while allowing marketing leaders (customers) to continue to business “their way.”Outlined sales/communications platform for medical start-up to maximize customer reach. Linked collateral with the Web based sales lead generation campaign by “maintaining a presence in our absence.”

Set-up processes to integrate Brand marketing/new product delivery and combine traditional marketing with e-business/Web to drive awareness, market penetration and customer acquisition. Built customer insight capabilities to identify new segments with user behavior. Led market research, marketing and e-business staff. Built awareness 25% developing Brand promise to "help planning professionals build business." Established Brand and communications strategy playbook to insure consistent delivery of promise.Built product development (stage gate) process and generated +10% new revenues by developing standout new product positioning that attracted underserved segment and refocused product portfolio. Increased customer acquisition rate 225% with e-Service Brand reaching untapped small business segment. Launched with a multi-channel direct response/e-marketing/direct sales campaign.

Transformed market programs from trade selling to multi-channel, Brand-based, service strategy. Spearheaded corporate Brand/strategic initiatives and go-to-market strategies. Rebuilt B2B communications team (media, Web, sales training, trade), directed P&L and drove Internet business initiatives.Framed 5-year strategic planning process driving resource allocation and aligning functional resources that reshaped business product portfolio mix (reducing platforms by 25%). Attracting broad-based buy-in (Marketing, Sales, IT). Connected "Voice of the Customer" to market and product definition. Attracted internal cross-functional buy-in for Millipore's Master Brand ("pure knowledge") initiative and aligned internal resources. Led e-business (supply chain) initiative defining and managing processing implementing divisional e-business effort generating +15% sales. Created web-centric "solutions" strategy using virtual and off-line collateral to drive customers to the Web (+67%).

Transformed start-up's Brand identity as a strategic multi-product firm. Overhauled product development and redefined corporate strategy. Directed P&L, built marketing and sales teams. Served as regulatory (FDA) liaison. Selected company's ad agency and constructed adverting launch initiativeFramed "break through the clutter" brand positioning with 1st in category package design. Based on purchase behavior, built innovative product/pricing strategies stimulating purchase at point of sale. Defined go-to-market (marketing, PR, manufacturing, distribution, sales) programs launching 4 products in 9 months.Built 16 US sales broker network and created1-on-1 client and trade support program-accelerating sales channel involvement and penetration.Penetrated top 6 channels with customer-tailored partner programs. Structured alliances (Wal-Mart P&G) increasing channel credibility. Led regulatory (FDA) strategy and university (Univ. of Texas) relations.

Developed due diligence and project planning processes that identified emerging healthcare trends and defined core competency needs driving company’s diversification. Created breakthrough Brand positioning transforming the business. Authored FDA product submissions.Created new diagnostics market ($50 million) category. Changed how diagnostics category marketed products. Repositioned Brand’s value proposition creating pre-emptive positioning as the “yes/no” diagnostic test. Converted medical community gatekeepers.Tripled volume-bringing line to profitability and share leadership (9% to 22%). Built ease of use into name creating “you can be sure” campaign. User insights led to industry’s 1st 1-step product format.Led acquisition evaluation process identifying emerging healthcare trends and focusing on medical diagnostics/POC markets. Reshapedg corporate charter and diversification. Led 10 due diligence efforts resulting in 2 acquisitions ($60 million).

Rejuvenated product lines and reversed business decline. Identified new market/customer segments leading to breakthrough product innovations. Connected consumer behavior/needs to product profiling, marketing, advertising and R&D initiatives. • Reversed business decline (+ $25M), transforming Old Spice to leader in product acceptance. Category’s 1st no box design revolutionized shelf impact. • Identified unserved segment via innovative brand switching model leading to division’s 1st extension pre-empting competition and building share leadership and sales 33% ($25MM). • Arrested Ariel (detergent) Brand market share slide and grew revenues 5%. Translated Latin American consumption habits sourcing 1st in market technology innovation.Identified undeserved segment via unique brand switching/consumer use model leading to division’s 1st line extension - Peppermint Scope. Pre-empted competition expanding sales +33% ($+25 million). Arrested Ariel Brand market share slide (grew +5%). Translated local (Latin America) consumption habits into “1st in market” technology platform

Mba, Marketing

Bs, Chemicalengineering

Activities and Societies: President - School of Engineering Student Body, President- AICHE Student Chapter