Mike Mackay Email & Phone Number

Mcmahons Point, Nsw, Au

Strategic marketing leader driving transformative growth and category leadership resulting in 30% annual growth and 36% HHP gain. Expertise in omni-channel strategy, brand transformation, and innovative product launches. Skilled in elevating brand equity, delivering exceptional ROI through digital-first strategies, and exceeding performance benchmarks in both e-commerce and in-store sales.• Achieved unprecedented growth: Spearheaded 30% YoY revenue increase and 36% household penetration growth while boosting profitability 50%, leveraging a custom-tailored brand strategy and innovative marketing plan.• Transformed brand identity and creative strategy: Led comprehensive brand revitalization—overhauling messaging, campaign creative, and media partnerships—resulting in all-time highs in brand equity, customer satisfaction, and retention scores.• Maximized marketing efficiency: Reduced non-working spend by 50%, improved paid media conversion rates by 40%, and increased online grocery ROAS by up to 200%, aligning resources with high-impact initiatives.• Delivered standout product success: Launched Hershey’s co-branded line exceeding sales targets, driving 80% in-store velocity gains, 9X ROAS, and 8% CTR through integrated omni-channel strategies leveraging shopper insights and Hershey’s equity.

Boulder, Co, Us

Advisory Board Member for the UC Boulder - Leeds School of Business Customer Experience Certificate ProgramThe Customer Experience Certificate Program at the University of Colorado Boulder, Leeds School of Business, is designed to develop professionals who will do extraordinary things for their organizations. Participants will build new capabilities to improve customer engagement and retention. You will learn new concepts for analyzing, managing, and consistently improving the customer experience. The Customer Experience program will enable you to transform the corporate culture to be more customer-focused.

Loveland, Colorado, Us

Strategic brand leader instrumental in scaling high-growth CPG brand through data-driven strategies, omni-channel growth, and operational optimization. Expertise in brand development, eCommerce acceleration, and P&L management, driving exponential omni-channel revenue growth and profitability.• Fueled exponential brand growth: Drove over 35% four-year CAGR scaling the brand from $8M to $50M in revenue through disciplined P&L management, innovation, and brand positioning.• Built eCommerce powerhouse: Scaled eComm revenue from $1M to $8M across Amazon and DTC by replatforming to Shopify, optimizing fulfillment, and leveraging comprehensive performance media management.• Maximized customer retention and lifetime value: Increased site traffic 10X and grew retention-based revenue streams, with subscribe-and-save and email marketing contributing 40% of Amazon revenue and 30% of DTC revenue. Expanded email opt-ins to 300K, driving 25% of annual sales.• Led product innovation and cost optimization: Managed relaunches and innovations that contributed to 75% of incremental annual revenue and boosted profit margins by 15% through ingredient cost savings, reduced packaging costs and optimizing under-indexed channels.• Owned P&L and cross-functional leadership: Directed marketing operations across GTM strategies, shopper marketing, product commercialization, and category management. Managed agency partnerships and a high-performing internal team, delivering results across all channels.

Loveland, Colorado, Us

Boulder, Colorado, Us

Avery Brewing Company is a national craft brewery in Boulder, Colorado. Since 1993, Avery has pioneered innovative beers by blending the art and science of brewing with ingenuity, creativity, and boldness. • Directed national marketing and brand strategy for $35M craft brewery including development of annual brand plan, marketing plan, P&L management, creative strategy, go-to-market execution, and team leadership• Propelled 17% annual growth by leading company-wide re-branding effort leveraging market research and competitive/category insights. Outputs included full packaging redesign, new product line architecture, a crystalized brand idea and positioning, and brand book with full design and creative toolkit.• Managed national launch and rollout of 5 new key brands from concept to go-to-market across retail marketing, digital and wholesale promotion helping to exceed sales forecasts and ROS 25% and 40%.• Led creative direction, new product development, packaging, retail marketing and merchandising.• Responsible for all facets of marketing communications including branding, PR, social, and digital media securing DRAFT Top 25 Beers of 2016 and over 30 other media placements boosting web traffic 50%• Created insight-driven content strategy, led social media execution and event management leading to increase in brand following on IG by 270%, FB by 50%, TW by 25% and email database growth of 120%.• Led 8 person marketing and creative team, managed strategic partners/sponsors and agency relationships

BackJoy is a health and wellness brand centered on back health. Our backs are one of the most important parts of our body - but often the most ignored. BackJoy connects with consumers in a meaningful and emotional way providing a better quality of life by unlocking experiences that come from having a happy, healthy back.• Relaunched BackJoy brand from DTC product to multi category CPG brand generating over $64M cumulative revenue at 67% CAGR over four years. Responsible for brand strategy and development, marketing strategy, and creative direction. Managed GTM, eCommerce, PR, and content strategy.• Developed insight-driven brand platform leading to new logo, identity, brand architecture, packaging system and digital media.• Led global brand strategy and led execution across 8 global teams involving launch, product roadmap, GTM and creative• Directed global marketing plan and managed P&Ls including agency partners, media buys, CRM, packaging, content strategy and product marketing achieving 21% ROI on key initiatives. • Developed and executed digital strategy including segmentation, PPC/affiliate acquisition strategy, ecommerce site and omni-channel campaigns increasing revenue 150% and lowering CPA 25%• Managed consumer insights in-house and with partners to influence product innovation, brand strategy and lead to consumer relevant and inspired creative that connects with target audience. • Planning and execution of retail marketing programs with partners such as Target, CVS, Wal-Mart, Staples, Bed Bath & Beyond and Wal-Mart utilizing consumer insights and research.

Denver, Colorado, Us

Monigle is one of the largest independent branding firms in the nation. Brand Strategy + Identity, Brand Architecture, Website Development, Advertising, Research and Journey Mapping. • Drove client brand engagements including vendor and partner relationships, conducting research, ideation and positioning sessions, and preparing agency presentations and RFPs • Completed research naming, and positioning in healthcare and telecommunications industries• Championed new cross-functional teams and CRM process increasing retained business 20%

• Part-time consulting work during full-time MBA program • Led due diligence and market research for planned $15M new business opportunity • Prepared business case, market plan, and cost/benefit analysis for $1M initial investment • Developed 5 complete industry reports compiling quantitative and qualitative research

• Went where no foam shoe had gone before - NFL, NASCAR, PGA and endurance sports while Increasing Crocs account 120%, doubling consumer engagements YOY, and increasing onsite event sales 400%• Managed $1.4M Crocs account including data capture and metrics, sponsorship contracts, post-event email marketing, strategic brand and product recommendations, and managing 10-20 ambassadors

Copper Mountain, Colorado, Us

Oregon, Us

Master Of Business Administration - Mba, Business, Management, Marketing, And Related Support Services

Bs, Sports Marketing