Mike Cecil Email & Phone Number

Geneva, Switzerland, Ch

Leading global Ocular Health innovation strategy and plans founded on targeted consumer segments' and Eye Care practitioners' need states and unmet needs to define and progress priority innovation territories and portfolio pipeline projectsFocused on growing portfolio via disruptive innovations that deliver enhanced value via performance and experience to advance brand goals (Systane, Pataday, and new to world brands), fuel category development, and enrich consumers' everyday lives.Leading Ocular Health consumer goods OTC/Rx innovations in partnership with R&D, Market Research, Clinical, Regulatory, Health Economics, BD&L, Business Regions, and other key functional areas to advance projects through state gate process: inclusive of product strategy, concept development to validation, target product profile, prioritized claims, packaging design, and complete business caseLeading development to commercialization planning for new OTC lifestyle eye care entry, inclusive of portfolio strategy, branding, design, and communications strategy with supporting 360 media plan

Düsseldorf, North Rhine-Westphalia, De

Led brand marketing for US Home Care spanning diverse range of categories & brands: Air Care (Renuzit), Dish (Sun), Hard Surface Cleaning & Toilet Care (Soft Scrub), Insecticide (Combat). Responsible for leading team of 9 in building and executing annual plans, managing portfolios and P&Ls, strategic planning, innovation pipeline development & commercialization, and team learning & development.Led Global Air Care, primarily focused on North America (Renuzit), Latin America (Renuzit), Western Europe (iba Paris, Croc Odor). Responsibilty for country steering, global reporting, global strategy, and overseeing innovation development & commercialization working with mix of global and local cross-functional teams.

Düsseldorf, North Rhine-Westphalia, De

Led brand marketing for US Air Care (Renuzit brand) & Dish (Sun brand). Responsibility for leading team of 6 in building and executing annual plans, managing portfolios and P&Ls, strategic planning, innovation pipeline development & commercialization, and team learning & development.Led Global Air Care, primarily focused on North America (Renuzit), Latin America (Renuzit), Western Europe (iba Paris, Croc Odor). Responsibility for country steering, global reporting, global strategy, and overseeing innovation development & commercialization working with mix of global and local cross-functional teams.

Düsseldorf, North Rhine-Westphalia, De

Led Global Air Care, primarily focused on North America (Renuzit), Latin America (Renuzit), Western Europe (iba Paris, Croc Odor). Responsibility for country steering, global reporting, global strategy, and overseeing innovation development & commercialization working with mix of global and local cross-functional teams.

Düsseldorf, North Rhine-Westphalia, De

Led multi-brand laundry specialties portfolio spanning Fabric Refresher & Laundry Additive Categories: Purex Crystals scent booster, Purex Liquid Fabric Softener, Fels Naptha laundry bar, 20 Mule Team Borax, and Zout stain remover.Responsible for establishing vision and direction for both base business strategies and innovation pipeline development to drive profitable portfolio sales growth: including focusing sharply on consumer insights to develop and implement new go-to-market portfolio strategies, identifying winning innovation platforms to accelerate growth, and working closely with agency partners to develop winning 360 advertising campaigns to enhance consumer brand perception, consideration, and preference.

Düsseldorf, North Rhine-Westphalia, De

Managed Purex laundry detergents portfolio, including leading 2 direct reports (ABMs) in driving growth plan execution to achieve accelerate dollar sales growth in declining category via mixed merch/trade/media plan.Led team in commercialization of major 2014 innovation launch, including customer sell-in, forecast planning, & support plan development featuring mix of advertising, merchandising, trade, couponing tactics.Collaborated with agency partners to develop & gain global alignment on engaging, new 2014 advertising campaign (TV, Print, Digital).

Düsseldorf, North Rhine-Westphalia, De

Managed Renuzit Air Care base business portfolio, overseeing 3 direct reports (1 brand manager, 2 assistant brand managers), spearheading several key strategic projects to renovate, innovate, and establish long-term, profitable growth, including:- Led team in identifying, developing, gaining global alignment and major capex approval for comprehensive strategic brand architecture/design refresh, including first major structural re-design of iconic, Renuzit Adjustable Cone (#1 selling air freshener in US, selling 260MM+ units/year)- Led team in new brand equity destination (BED) development, while working with agency to develop breakthrough, non-conventional category creative for 360 national equity campaign (TV, Print, Digital, In-Store)

Düsseldorf, North Rhine-Westphalia, De

Focused on driving all innovation strategy & development for Renuzit air fresheners - Led innovation on Renuzit air care portfolio, guiding cross-functional teams from insight & strategic driven ideation, screening and concept testing, through product development; consumer and business case validation; and commercialization planning.

Le Mars, Iowa, Us

Managed brand unit portfolio - led New Product Development (NPD) from identification to commercialization, business health assessments, portfolio strategy, margin enhancement initiatives, forecasting reviews, customer/consumer marketing plans, managed 2 direct reports

Le Mars, Iowa, Us

Managed Better-For-You (BFY) business unit portfolio, including oversight of sales performance; performance to budget reviews; P&L planning and review; SKU optimization reviews and planning implementation; leading all aspects of product development, launch, and optimization; and enacting customer and consumer marketing plans.Analyzed and presented comprehensive strategic assessment and recommendations of entire corporate retail BFY portfolio (Blue Bunny, Weight Watchers, Customer Brands) to senior management, which resulted in action plan for prioritized research and NPD project planning to support comprehensive go-to-market strategy - including scope of current portfolios, NPD pipeline, packaging architecture optimization, and brand/sub-brand positioning.Managed 1 direct report Associate Marketing Manager to facilitate data and analysis reporting to support business planning and to manage broad range of NPD projects.

Le Mars, Iowa, Us

Managed Dairy business unit portfolio, including oversight of sales performance; performance to budget reviews; P&L planning and review; SKU optimization reviews and planning implementation; leading all aspects of product development, launch, and optimization; and enacting customer and consumer marketing plans.Led multi-functional new product development (NPD) core team in identifying and commercializing multiple new products, including new forms, styles, flavors, and packaging configurations.Led weekly new products forecasting meeting with Sales, Demand Planning, and Operations to manage production and orders against management forecast and make timely adjustments.Conducted and presented comprehensive strategic assessment and recommendations of branded yogurt portfolio to senior management, which resulted in extensive re-alignment of portfolio.

Le Mars, Iowa, Us

Washington, Dc, Us

Analyzed and provided recommendations to senior management on marketing strategy and plans for year-long commemorative campaign for Job Corps. Conducted detailed analysis and provided strategic input to senior management on a major 10 year program proposal for Job Corps pertaining to nationwide student vocational training initiatives impacting a $1.5B program.

Arlington, Va, Us

Identified product & service line market segment opportunities and performed market viability studies for target segments.Researched and developed e-marketing processes (e.g. launch of 1st e-newsletter)