Mike Dillon Email & Phone Number

White Plains, New York, United States

Nyc Office

Greater New York City Area

Weston, Ct

At Seven C's Marketing, we assist brands and agencies in developing differentiating and winning strategies grounded in insights and leveraging the latest in technology. Developing the right concept, communication plan, and connecting with the right target consumer is where we can help. Whether leading the project end-to-end, or coaching/consulting to build the organizational and agency capability, we will choose the right "crew" for your voyage.

Darien, Ct And New York, Ny

VP, Enterprise Solutions[x+1] is an Audience Targeting Platform that enables companies to grow their business via greater relevancy in communications. [x+1] works with brands, agencies and media companies to identify, build and value audiences based on customer/consumer attributes. [x+1] utilizes a proprietary and patented set of sophisticated statistical modeling (POE, Predictive Optimization Engine) to enable real time decision making on what message is right for each audience segment. This solution set allows for real time personalization across digital media, website and landing pages.[x+1]’s clients include the leading digital marketing organizations and their agencies in the financial services, telecommunications, online services, travel, and CPG. Expanded role developing digital marketing solutions across all industry types. In addition to CPG companies, this new role now includes the sell in, development, implementation, execution and measurement of [x+1]’s entire suite of solutions. Responsible for indentifying client needs and objectives and building custom solutions to achieve desired results. Initiatives include:• Audience Analysis and Segmentation• Targeting and Media Strategies• Increased online conversions and lower cost per action (CPA)• Effectiveness (Targeting) and Efficiency (CPM) measurement• Website Optimization• Email Synchronization and Digital Direct Mail• Social Graphing• Research and Testing• ConsultingCurrently executing programs with multiple clients in the CPG, Online Subscription, Apparel, Financial and Casual Dining industries.

{x+1] is the leading targeting platform for digital media. [x+1] provides precise, data driven targeting for advertisers and agencies to maximize the results from display media, search landing pages and websites. CPGConnect is a new solution developed through a partnership with IRI that uses Household panel data to target online ads and measure results/ROI in true "brick and mortar" sales.

Led development of national promotions for company brands. Managed shopper marketing across 22 strategic customers. Served in department comprised of design group/graphics and marketing services, including merchandising, POS and licensing. Restructured and renamed department to Brand Activation to increase integration into brand strategies, earning approval from senior management. Set new strategy and direction for team, leveraging retail as medium with which to reach consumers. Implemented new approach of programs focused on singular trademarks and amplified by activation with key customers. Delivered largest program in company history, re-launching Pepsi Stuff. Negotiated partnership contributions of cash and cash equivalents totaling $57,000,000. Worked closely with key partners, including Amazon, Sony Records, Warner Music Group and Capital/EMI records.

Set department strategy and vision. Balanced innovation across value and experience for consumers. Oversaw key initiatives, including Fridge Mate, new two-liter, 14-ounce single serve bottle as well as new 20-ounce and 12-ounce 12 pack and eight pack. Managed key customer initiatives, including two back-to-back Wal-Mart VPIs: eight-ounce, 18-pack can package and 14-ounce, 15-pack fan can package. Developed design, merchandising and pricing recommendations for initiatives. Aligned operations and bottlers on production and sourcing. Held responsibility for key customer initiatives, including Costco 36-pack cases and Sam’s Club VPI.

Led largest team across director-level managers to deliver objective of absolute best marketing partner. Contributed to generating company’s largest two-year increase with regards to innovative marketing programs, Cannondale. Directed customer marketing teams across channels, including grocery, mass, drug, convenience, business and industry.  Achieved volume objectives across every channel.  Designed and delivered two extremely successful customer marketing programs at Wal-Mart and Kroger. Managed multiple agencies to deliver concepting and execution.

Launched new Lemon-Lime Sierra Mist. Completed formula, naming, graphics as well as TV and radio campaign within four-month period. Developed marketing as well as sales tools to support launch. Produced most successful new CSD in 20 years.  Earned second most popular lemon lime CSD in most markets.  Managed $72,000,000 budget for launch in 60% of US-today at 98% distribution. Today, Sierra Mist delivers 150 mm dollars in revenue for Pepsi Cola and 1.3 billion dollars in retail sales.

Oversaw Pepsi ONE, fastest brand to reach 100,000,000 cases and number one priority for company president. Developed and executed strategy shift from competitive users to diet transitioners. Conducted insights and consumer research to support shift in strategy and tactics.  Contributed to development of multiple TV campaigns. Executed massive sampling and direct mail campaign delivering unprecedented trial.

Led marketing initiatives for Lipton Brisk. Achieved record volume and profit results, increasing volume by 19% and profit by more than $18,000,000, 45% more than previous year. Developed TV campaigns, including first-ever Super Bowl ad, Babe Ruth and Bruce Willis clay animation spots and “That’s Brisk Baby.” Created and executed two new products and launch-support materials.  Provided support to sales and fountain teams with unique marketing concepts and promotional tools. Developed rationale and sell-in materials to move Lipton Brisk to new non-carb tea door, increasing facings 50%.

Held responsibility for sales, marketing, human resources and finance across 13 states in central division. Responsible for 1.1 billion 8-ounce cases delivering over 3.5 billion dollars in revenue. Oversaw 45 employees. Re-structured and filled open positions in finance, category management and marketing. Initiated custom research project to bring new thinking to bottlers across division. Packaged with “Know it, Solve it, Sell it” mantra to reinforce need for insights to ground all activities.

Analyzed regional markets to determine opportunities to improve sales, market share, display activity and distribution. Developed regional marketing programs to address opportunities/problems for each market. Implemented national marketing programs. Instructed and directed division and district/territory managers. Presented programs to accounts.

Mba, Marketing

Ba, Marketing