Michael Mccune's Location
Battle Creek, Michigan, United States, United States
Michael Mccune's Contact Details
Michael Mccune work email
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Michael Mccune personal email
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About Michael Mccune
I have worked in research and insights during my entire 15 year career. I have held leadership roles on both the client and supplier side of the consumer research industry. I believe insights are a competitive advantage and are the core foundation of long-term business performance. I also believe that our industry must evolve from a provider of knowledge to a creator of strategy and ideas grounded in the consumer and shopper.
Michael Mccune Work Experience Details
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Senior Director, Integrated Commercial AnalyticsKellanova Oct 2023 - PresentChicago, Il, Us -
Senior Director, Integrated Commercial AnalyticsKellogg Company Jul 2023 - Oct 2023Battle Creek, Michigan, Us -
Senior Director, Revenue Growth Management Strategy And AnalyticsKellogg Company Oct 2019 - Jul 2023Battle Creek, Michigan, Us
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Director, Insights And Analytics - Salty Snacks Category LeadKellogg Company Jan 2019 - Oct 2019Battle Creek, Michigan, UsTeam leader for Kellogg North America's Salty Snacks portfolio, our second largest and fastest growing category.
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Director, Insights And Analytics - Wholesome Snacks Category LeadKellogg Company Mar 2018 - Dec 2018Battle Creek, Michigan, UsTeam leader for both the Portable Wholesome Snacks category and Snacks Shopper Insights Team.
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Director, Insights - Snacks CategoryKellogg Company Dec 2014 - Mar 2018Battle Creek, Michigan, UsInsights team lead for Pringles and Kellogg Snacks Promotions. Integrated Cambridge DemandChain research into brand architecture, product development, media targeting, and retailer activation for 2017 commercial plans.Worked with integrated commercial team to implement new Price Pack Architecture for Pringles.Introduced new methodology that measures on-shelf availability.Partnered with Second City Improv Group to create consumer workshop that developed fresh insights and ideas. Developed and implemented new Marketing Mix reporting and implications across all Kellogg business units.
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Senior Manager, Insights - Special K Brand LeadKellogg Company Oct 2012 - Dec 2014Battle Creek, Michigan, UsManage insights team for Special K, Kellogg’s largest brand.Led research path from start to finish on launch of new Special K Protein Crunch cereal from concept creative to food development to final creative idea. The product launched in December 2014 and exceeded launch goals.Authored a strategic vision and plan for the Special K Health & Wellness Business (Protein Bars and Shakes) and created a five-year map for the brand to re-stage within a growing category.Managed team through complicated process of final launch simulations, go-to-market plans and tracking for Special K’s launch into two new categories (Hot Cereal and Nutrition Bars). Develop consumer insight and media strategy for new Special K Protein Campaign. The effectiveness of the campaign increased by 80% and is a 2014 North American Effie Winner.
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Senior Manager, Insights - Teen BrandsKellogg Company Jan 2012 - Oct 2012Battle Creek, Michigan, UsStrategic insights partner for the Kellogg’s Pop-Tarts Brand and the Kellogg’s Krave Brand including planning and executing both brand and innovation marketing research.Developed and executed comprehensive Teen Learning Agenda for Kellogg’s that provided key foundational information on this key target.Used in-market ad tracking data and a comprehensive meta-analysis to recommend and implement a new media approach for teen brandsIdentified consumer needs and led research for the development of a new innovation platform for Pop-Tarts (Pop-Tarts Gone Nutty). During the 18 month process, I acted as the voice of consumer and provided the team ideas on ways to increase consumer value within financial hurdles in a margin challenged project. This new innovation platform launched in May of 2013 and is tracking as the largest Pop-Tarts innovation of the last 20 years.
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Manager, Insights - Pop-TartsKellogg Company Apr 2010 - Dec 2011Battle Creek, Michigan, UsLed the brand marketing research agenda and execution for the Kellogg’s Pop-Tarts Brand including brand strategy, position, copy testing with multiple targets (Kids, Teens, Moms, Hispanic, and Adults) and media (TV, Print, Digital), and ad tracking.Led foundational quantitative and qualitative research for the brand including persona development, low income consumer understand, and barriers research.Research and validated a marketing ROI of Pop-Tarts World, a flagship retail store that delivered more than 1 billion PR media impressions in 4 weeks. This was the first time Kellogg was able to measure a holistic ROI of a non-traditional marketing event.Developed a sales data scorecard for the Pop-Tarts brand that was subsequently implemented across all Kellogg’s brands.
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Group DirectorRavel, Llc May 2006 - Apr 2010Managed team of six to eight researchers who are engaged in custom research studies for a variety of clients. Responsibilities include team member staffing, overseeing financial performance and client satisfaction for all projects, assisting team members in determining methodology and external vendors, supporting team members in research execution and client interaction, assigning and managing project work-load, identification and fulfillment of training needs, and creating personal development plans.Took direct role in the design and execution of research projects which had significant strategic implications for clients. Some examples include a multi-phase consumer segmentation and global customer satisfaction study for a home appliance manufacturer, an attitudinal segmentation for a frozen snack company, a global market sizing and customer profile study for a pharmaceutical company, and brand positioning research for a yard equipment manufacturer. Developed custom research methodologies for the company including Segmentation, Brand Fit®, Concept Testing, Purchase Process, Brand Tracking, and Customer Satisfaction. Planned and executed a process to streamline online quantitative research resulting in an average of 15% cost reduction for our clients while increasing operating margin by 20%.
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Project ManagerRavel, Llc May 2003 - May 2006Managed and executed both qualitative and quantitative research projects. Responsibilities included financial management of projects, methodology, project pricing, proposal writing, vendor selection, fieldwork, analysis, report writing, and presentation of results.Worked on specific company initiative teams including methodology development, internal processes, and company policies.
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Intern/Contract EmployeeRavel, Llc May 2002 - May 2003Worked as a team member on both qualitative and quantitative research projects on as needed basis including data analysis, reporting writing, and client interaction.
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Adjunct ProfessorAndrews University Sep 2004 - Apr 2010Berrien Springs, Mi, UsI taught 300 or 400 level marketing courses on an as needed basis including Direct Marketing and Marketing Research. -
Graduate AssistantMichigan State University Sep 2001 - May 2003East Lansing, Mi, UsWorked with faculty in developing and analyzing academic research projects to be used in published works.Co-authored strategic management case study, Duracell’s Energy Drain on Gillette, currently published by Ivey League publishing.Instructed 200 level courses in Human Resource Management. -
Market Research AnalystMichigan House Of Representatives May 1999 - Aug 2001UsWorked with political polling experts to analyze the results of telephone studies to prioritize campaign funding and messaging.Assisted in planning marketing strategies based on polling results for 20 separate local campaigns for the Michigan House including the creation and approval a $1.2 million in direct mail, $1.8 million in television and radio advertising, as well as a $200,000 telemarketing program.
Michael Mccune Skills
Writing
Positioning
Academic Research
Project Work
Financial Performance
Market
Nielsen Data
Overseeing
Vendors
Sales
Complicated
Market Research
Moms
Personal Development Plans
Finance
Return On Investment
Telemarketing
Idea Generation
Families
Sales And Marketing
Co Authored
Temporary Placement
Segmentation
Direct Mail
Brand Strategy
Shopper Marketing
Management
Simulations
Design
Public Relations
Brand Management
Funding
Guiding
Crm
In Store Marketing
Media Strategy
Consumer Insight
Grocery
Ethics
Finalist
Drain
Execution
Agenda
Methodology
Guest Lecturing
Supplier Evaluation
Scorecard
Secondary Research
Messaging
Product Planning
Construct
Portfolio Management
Breakfast
Customer Satisfaction
Project Leadership
Publishing
Voice
Strategy
Branding
Kellogg
Ad Tracking
Customer Insight
Training
Concept Generation
Policy
Qualitative Research
Brand Tracking
Opinion Polling
Copy Testing
Order Fulfillment
Insight Development
Hispanic
Re Launch
Streamline
Product Development
Research
Reporting
Pop
Cost Reduction
Analysis
Campaigns
Print
Marketing Research
Springs
Advertising Agency
Direct Marketing
Marketing Mix Modeling
Appliance
Retail
Cereal
Implications
Market Planning
Data Analysis
Managerial Finance
Business Development
Communication
Home
Adolescents
Frozen Food
Energy
Strategic Planning
Active
Workshops
New Media
Non Traditional
Marketing
Nutrition
Project Planning
Bars
Project
Yard
Contractual Agreements
House
Hr Management
Business Process Improvement
Tarts
Quantitative Research
Analytics
Sales Presentations
Radio Advertising
Presentations
Income
Media
Pricing
Meta Analysis
Brand Architecture
Consumer Behaviour
Internal Audit
Packaging
Marketing Materials
Curriculum Design
Report Writing
Teaching
Political Science
Reviews
Business Insights
Market Sizing
Margin Improvement
Phase
Project Portfolio Management
Proposal Writing
Pharmaceutics
Interviews
Business Strategy
Hurdles
Political Polling
Television
Marketing Strategy
Research Projects
Impression
Field Work
Recruiting
North American
Consumer
Romi
Michael Mccune Education Details
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Michigan State University - Eli Broad College Of BusinessMarketing -
Hope CollegePolitical Science And Communication
Frequently Asked Questions about Michael Mccune
What company does Michael Mccune work for?
Michael Mccune works for Kellanova
What is Michael Mccune's role at the current company?
Michael Mccune's current role is Insights and Analytics Leader at Kellanova.
What is Michael Mccune's email address?
Michael Mccune's email address is mm****@****ail.com
What is Michael Mccune's direct phone number?
Michael Mccune's direct phone number is +150989*****
What schools did Michael Mccune attend?
Michael Mccune attended Michigan State University - Eli Broad College Of Business, Hope College.
What are some of Michael Mccune's interests?
Michael Mccune has interest in Facebook, Bing, Michigan State University, Political Science, Bud Light, Star Trek, Npr, John Mayer, Pizza, Twitter.
What skills is Michael Mccune known for?
Michael Mccune has skills like Writing, Positioning, Academic Research, Project Work, Financial Performance, Market, Nielsen Data, Overseeing, Vendors, Sales, Complicated, Market Research.
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