Michal Betzer Email & Phone Number

• Managing all marketing activities of the dairy division, which holds many brands, on various aspects: Strategy, Innovation, Media, Research, Productions, and Business Development.
• Holding responsibility of the brands' P&L, by building short- & long-term strategic plans to support growth.
• Building and managing the division roadmap and growth strategy
• Managing complex cross-functional interfaces throughout the organization and with suppliers, including production, product development, planning, media, advertising, and research
• Directing a department of 40 managers of different disciplines

Israel

• In charge of the Daily Nutrition Business Unit
• Design, build and manage the vision & strategy of the business unit.
• Initiate, plan and construct a multi-year marketing plan for the various categories in the unit
• Provide effective management to the organization’s business activities that have to do with its strategic and financial growth
• Analyze and explore market trends; identifying new opportunities
• Managing a team of 7 Category Managers & Brand Managers

• In charge of Tnuva's sales in the central region, leading a team of 6 sales managers
• Finding everyday operational solutions while maximizing interface with the sales call center, trade key account managers, trade marketing, distribution, production and marketing
• Striving towards various goals and KPI's – business and operational
• Main accomplishments:
• Building a solid, responsible team with a track record of financial achievement as well as high team spirit and values
• Structuring a work method with small chains, identifying consumer and client insights and translating them into a work plan and a new process which led to financial value.

• Managing the marketing activity of Tnuva's soft cheese categories
• In charge of category P&L
• Building three-year marketing and business plans while considering aspects of growth, revenue, innovation, communication, and brand equity
• Active participant in trade marketing and sales plans, reviewing ROI for sale promotions and recommending promotional mix accordingly
• Taking key part in Tnuva's brand strategy post the 2011 "Consumer Protest"
• Leading the innovation process and new product development of the soft cheese categories

• Managing the marketing activity of all categories and brands to the Arab, Orthodox & Russian sectors
• The challenge was to create a focus on the Sectors and promote their issues in the company's agenda
• This position required bringing together the Sectors' sales and marketing unit in order to create synergy and maximize resources
• In charge of a team of two brand managers Main accomplishments:o Building a strategic three-year business plan for the sectors (a first for Tnuva). o Initiation and launch of "EMEK" brand in the Orthodox sector: six.

• Responsible for the value chain of Yoplait products and the Yoplait brand
• Product development, planning and executing product launches, building strategic business plans for the brand and market research and analysis
• In charge of approximately 60 different SKU's and their ongoing sales
• Position included matrix-management of in-house suppliers (packaging, productions, R&D, acquisitions) and out-sourced suppliers (package design, PR, advertising, sales promotions)

► The Business Side of Marketing with Storenext, for MBA students► Brand Management, for BA in Communications students

Moscow, Moscow City, Russia

• Relocated to Moscow and was in charge of setting up and operating the company's local office
• Scope of responsibility included approaching and recruiting potential new clients as well as strengthening relations with existing customers
• Studying the market and mapping out potential growth engines for additional business activity

Israel

• Baumann-Bar-Rivnay (BBR)
• Market reviews and analyses
• Strategic recommendations regarding positioning and marketing communication strategy
• Research management (quantitative and qualitative)
• Trend watching and key insights of consumer behavior
• Branding projects in Israel and abroad

Master Of Business Administration - Mba, Business Administration And Management, General

Bachelor'S Degree, Communication And Media Studies, Graduated With Honors