Mike Haaf Email and Phone Number

In-store and digital advertising platform that uses human-centric videos to drive sales by connecting shoppers to the people and stories behind advertised products.

General management consultancy supporting executive teams and startups with business strategy, sales and marketing performance. Areas of focus include consumer analytics, brand positioning, operational execution of brands and senior level selling skills.• Developed business plans, financial models and product development strategies for a rapidly growing Marketing Enterprise Management software company.• Conducted market size and growth projection studies in support of retail and ecommerce transaction due diligence.

130-year-old confectionary company launching new brands in the Better-for-You space.

An enterprise marketing and promotions management SaaS platform.

Venture-funded, SaaS, e-commerce platform for grocery retailers headquartered in Tel Aviv, Israel and Brooklyn, NY.• Led teams in the U.S. and Israel to deliver over 200% revenue growth and reach profitability.• Transformed business including go-to-market strategy, pricing, and agile development.• Converted platform from a monolith to a flexible, controlled, automated microservice architecture.• Successfully launched channel reseller program, including being selected as Toshiba’s preferred e-commerce partner.

Led a 5,000+ person team in the turn around of this $1.4B grocery retailer. Became profitable for the first time in 15 years. • Full P&L responsibility reporting directly to the corporate CEO.• Delivered more than 5% same store sales growth and over 100% improvement in net income in less than one year.• Grew market share 4%. The first share growth in 15 years. • Restructured leadership team. Replaced head merchant and 30% of category leadership.• Redefined category roles. Created and implemented new strategies appropriate for those roles.o Grew seafood sales more than 20% through pricing, assortment and merchandizing.o Launched a branded beef program, Certified Angus, that grew meat sales by 9% and margin by 175 bp.o Grew produce sales by 7% through new product introduction, sourcing related cost reduction and pricing.• Increased margin more than 600 bp by creating SKU level pricing architecture and leveraging price and ad zones.• Fundamentally redesigned store flow and adjacencies lifting test store sales by 6%. Implement chain-wide roll out.• Created and launched new store concept, Lucky California, growing sales by more than 15%.• Improved labor utilization 90 basis points by implementing activity based scheduling.• Launched programs including social media advertising, on-line ordering, direct marketing, continuities and the company’s first loyalty program.• Led a Category Performance Improvement process for the $4.5B parent, The Save Mart Companies, generating more than $40M incremental profit.• Established and led the Vendor Management Office for the corporate parent, ensuring sourcing best practices.

A real estate and asset management SaaS platform offering full compliance with new IASB and FASB standards.Sold to PE, November 2017.

Delivered, as part of a lean executive team, 9.1% revenue growth and 15.5% EBITDA growth for the $1 billion, 685 property hotel company. Restructured and reenergized Sales, Marketing and Revenue Management functions.• Grew market share by 1.1%.• Grew Average Daily Rate by 5.4% through feature adjusted market pricing and directed pricing architecture efforts. • Increased 125 person sales team's booking performance by 20% by resetting objectives and managing funnel metrics.• Launched a telesales channel that delivered an incremental $18 million in revenue.• Launched research, segmentation and targetting analysis required for brand positioning and brand architecture redesign.• Created room prototypes based on customer insight in advance of a major, chain wide, capital refurbishment program.• Grew branded website production by over 25% through paid search, SEO, display advertising, affiliate programs, automated re-targetting and direct marketing.• Identified, selected and launched a fully integrated CRM system, Microsoft Dynamics.

Contributed significantly to the 650% increase in market capitalization of the multi-national parent company, $28 billion Delhaize Group. Developed and implemented Business and Marketing strategies to revitalize this $13 billion, 1300 store grocer. • Reversed a negative trend and grew sales by more than $2 billion.• Turn-around was recognized in earning the Retailer of the Year by Progressive Grocer Magazine and Most Innovative U.S. Grocer by Mass Market Retailer Magazine.• Developed actionable Customer Segments and Store Clusters. Successfully targeted Customer groups in all stores through systematic changes in assortment, merchandizing, pricing, store attributes and brand of store.o Cluster General Managers delivered more than $100 million in incremental sales. • Created, launched and held P&L responsibility for two chains that delivered over 20% sales growth.o $400 MM Bloom is an upscale grocer that provides Customers a straight-forward, hassle-free shopping experience. o $200 MM Bottom Dollar is a high-energy discount chain that provides a full grocery shopping experience at the lowest price in the market.• Launched a growth strategy, Market Renewal, that delivered hundreds of millions of dollars of incremental sales. This comprehensive, on-going, strategic initiative revitalized all aspects of each market from infrastructure and employee development to store refurbishment and merchandising.• Created a Real Estate Research and Analytics function that delivered over 90 new stores and over $600 million in sales.• Grew Private Brand penetration from 16% to 20%, delivering $500 million of more profitable sales.• Led strategic merger and acquisition processes.• Created and led the integrated strategic/financial planning process.

Executive Vice President, MarketingPlayed major role in tripling the market capitalization of this $12 billion multi-channel, multi-national retailer. Re-launched the Office Depot Brand. Restructured and revitalized Marketing.• Implemented strategies to identify, capture and profitably grow customers from households to Fortune 50 companies across retail, Internet and call center purchase channels.• Led a marketing organization of 255 people and managed a $400 million advertising budget to successfully re-launch the Office Depot brand.• Won the Retail Advertising Council award for the 2000 Back-to-School campaign.• Launched a personalized and highly targeted direct marketing program using “actionable intelligence” from the data warehouse that generated over $145 million in incremental sales, and $35 million in profit.• Restructured the catalog strategy increasing customer acquisition by 25% and retention by 600 basis points.• Introduced a structured test and control environment that led to a highly effective, non-traditional media plan generating $26 million in incremental revenue and over $56 million in savings.• Launched Customer loyalty and credit card programs generating an estimated $25 million in incremental, annual sales.• Developed an integrated ‘Drive Calendar’ to optimize contact plans, based on customer lifetime value and the cost to manage each relationship.• Coordinated the strategic and capital planning processes. Executive Vice President and Managing Director of Office Depot VenturesManaged a $100 million strategic venture capital fund.• Portfolio earned over $58 MM in one year.• Implemented a monthly oversight and management process.

Materially involved in growing the bank from a top 20 to the world’s largest Visa Card issuer. Significantly improved direct marketing effectiveness through sophisticated modeling, targeting, and testing.• Managed $300 million profit center and all marketing channels.• Doubled the size and profitability of the telemarketing channel.• Developed an analytical media planning and buying engine for TV, radio, and print.• Created a viral marketing channel and launched e-mail marketing for firm.• Created marketing alliances with affinity partners as well as others in interactive industries.Senior Vice President, Marketing OperationsCreated fast, high quality, low cost business processes resulting in industry leading marketing communication volume and associated market share growth.• Created the infrastructure for the largest, most complex direct marketing engine in the industry.• Manufactured over one billion pieces of direct mail annually.• Developed business processes to support over 75,000 creative tests annually.• Designed, commercialized and implemented a mass customized print-on-demand strategy.• Developed Internet creative team.• Significantly reduced lost card replacement costs and cycle time.