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• Identifying growth sources • Plan and manage large-scale launches, including product innovation and positioning changes through the marketing chain.• Managing the unit P&L- 2.4 Billion Shekels sales cycle • Leading the way for Tnuva's Iconic brands: Tnuva, Emek, Cottage Tnuva• Launching and building GO brand for sports nutrition

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. • Optimizing teamwork between trade-marketing, key account managers and field representatives

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• Overviewing ongoing production, purchase, inventory, and supply in three different Dairies• Recruiting and managing a team of three brand managersMain accomplishments:o Initiation and execution of Tnuva's cream cheese relaunch and achieving significant revenue growtho Cottage cheese market share growth in 2013: record MS of 75%

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 months from launch, EMEK became the number one selling brand reaching over 70% MSo Creating Hanukah OBM in the Orthodox market while maximizing sales and marketing efforts

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