Michael Shea Email & Phone Number

Greater Milwaukee

Built my consulting practice based upon moving insights to action in creating & executing efficient marketing strategies for two specific business segments:Existing Companies• Developing partnerships and brand activation plans for LakePoint Sports, the premier travel and youth sports destination in the country.• Launching "Road King" - a new to market N/A Beer with Wisconsin Brewing Co. & Harley-Davidson.• Serving as the VP-Marketing for Automation Solutions LLC. Leading the development and execution of the company’s marketing plan; generating +300% increases in web traffic and social connections.• Activating influencer & sponsorship programming to generate product awareness of Iron Joc among young adults.• Cut non-billable admin time 50% by automating a Physical Therapy co’s attraction, retention & re-engagement system.• Created the strategic marketing plan and brand identity currently in use by a healthcare provider who's grown $50M+ in revenue.• Established an internal end-user experience (UX) model repositioning technology solutions as more approachable. Implemented communications protocols & tools rooted in Experience Design.New Business Development / Startups / Capital Raise• Advising a start-up sports entertainment & lifestyle venue seeking to raise $3M+ in capital.• Developing a business proposition to launch an innovative consumer product in the fashion industry.• Framed experiential & social media strategies for a fantasy sports start-up seeking investors.• Crafted the brand communications platform to raise the funding required to launch an international beverage retail operation.

Greater Milwaukee

PERSONAL GOALS:While consulting at DV-EIGHT LLC during the pandemic, I chose to follow two passions in serving as the VP of Marketing and Customer Engagement for Automation Solutions LLC:1.) Partnering with entrepreneurs.2.) Applying relevant marketing expertise to new industries.ACCOMPLISHMENTS & ACTIVITIES:• Established a unique position as a “boutique” custom service-provider in a category typically offering stock products. • Transformed all digital platforms generating substantial growth (+300%) in web traffic and social connections resulting in increased customer inquiries and leads, despite the challenging post-COVID manufacturing environment.• Created and executed a highly targeted marketing plan generating awareness, while establishing the company as a thought-leader in the field of industrial automation.• Supported the founder with the materials and resources required to secure funding for expansion – a second location to accommodate the elevated production levels associated with new customer acquisition.

Greater Milwaukee

COVID-19 IMPACTED• Orchestrated all aspects of “The Pitch,” including the briefing, strategic insights, deck creation, selection of presentation teams, pricing approach and concept generation for proposals - securing 3 new clients and retaining 2 existing partners.• Led an integrated cross-functional team which broke boundaries and departmental silos to produce more insight-driven and customer solution-based RFP responses through a process designed to cut timelines in half.• Responsible for managing $9M in revenue; authored performance plans & set/tracked execution goal progress for the Comcast, MillerCoors, Abbott Labs, Mizkan, Campari & REV Group account teams.

Ft. Lauderdale, Fl

Led the strategic marketing plan and business transformation of a privately held company (doubling revenue) to become a full-service and TOP 100 experiential agency in CPG, hospitality, nightlife, financial, tech, auto, & health care verticals – resulting in acquisition by Stagwell.GENERAL MANAGEMENT & NEW BUSINESS DEVELOPMENT• Contributed $250M in incremental revenue over 11 years of leading both new business and organic prospect RFPs.• Secured 50+ clients while leading the response to RFPs, assigning roles/tasks, and managing the “pitch” design/strategy.• Negotiated Master Service Agreements (MSA) & Statements Of Work (SOW) - maximizing resource utilization and increasing profitability by over 15%.• Obtained numerous industry features and speaking engagements by spearheading industry outreach & PR efforts. Authored award entries & presented at marketing conferences.CREATIVE & STRATEGIC PLANNING• Established the org’s vision and mission, combined with an overhaul of the company’s branding built upon a consistent communication platform through a compelling “storytelling approach.”• Expanded the client roster 3X by applying insights, leading brainstorms and authoring briefs shaping the strategic marketing plans & creative for clients: MillerCoors, US Cellular, Google, Sparkling ICE, National Car, Bacardi, Johnsonville, Tidal, VW, Vanguard, Dish, Ford, Old Navy, BMW/Mini, Kraft & Dodge.CUSTOMER SOLUTIONS• Increased margin among existing clients 30% by eliminating waste, securing talent, and introducing new service offerings.• Authored account service team performance plans - emphasizing accountability & collaboration across client management.• Developed custom dashboards with real-time digital reporting of KPIs (creating a new stream of agency revenue).

Milwaukee, Wisconsin, United States

During my tenure I successfully navigated and was promoted while encountering two major organizational changes (Phillip Morris’s sale of Miller Brewing Co. to South African Breweries and the eventual merger with Coors Brewing Co. to form MillerCoors, now MolsonCoors). I was promoted from Marketing Manager to create my own Director role of a new department aligned against the company’s highest priority business objective - shifting brand perception among young adults.EXPERIENTIAL MARKETING DIRECTOR• Secured $55M of investment funds from the Executive Board to form the Experiential Marketing practice, while becoming an industry authority on "experience design."• Pioneered innovative experiences (such as the Miller Lite End Zone at Lambeau Field), shifting brand perception & relevance with our most critical demographic.• Restructured a team of agency partners & internal direct hires generating $9.5M in efficiencies.• Implemented electronic KPI tracking & sales communication protocol, ensuring consistent field activation which fueled double-digit growth across priority brands and key customers.

Milwaukee, Wisconsin, United States

SENIOR BRAND MANAGER• Drove a 6-point share increase through clear orchestration of a “top-down” strategic plan focused against aligning a $200M+ media investment across Television Advertising, Print, OOH, Radio, Digital, and Events.• Earned SAB’s top global award for developing a product-focused consumer engagement platform (Miller Taste Challenge), attributed as the catalyst for Miller Lite’s ascension to becoming the #2 domestic premium light beer.• Directed the creation and execution of an integrated TV, Radio, Print, OOH & Digital campaign – increasing consumer perception (+24 favorability points) & awareness (+8) vs established attribute benchmarks.BRAND MANAGER• Created & managed experiential extensions to Miller Lite’s ATL campaign (growing on-premise volume by 26% & doubling velocity) through the introduction of “Episodic Marketing” as a new company-wide marketing platform. • Led the development of programming to activate the Miller trademark alliances & sponsorships (NFL, MLB, NBA, NASCAR, Indycar, Music Venues) ensuring a strategic fit by brand. SENIOR ASSOCIATE BRAND MANAGER(Multiple Brands & New Product Development)• Collaborated with a dedicated launch team in developing 4 Flavored Malt Beverage partnerships with Allied Domecq, SKYY Spirits & Jack Daniels. • Responsible for establishing the portfolio’s sponsorship, activation & event marketing bundle for the brand launch.

Milwaukee, Wisconsin, United States

INTERNATIONAL MARKETING MANAGER• Oversaw the award-winning redesign of Foster’s Lager packaging and all elements of the brand’s visual library, resulting in +8 pt. sales growth.• Negotiated $700K in cost-savings of global sponsorship & activation agreements for Foster’s with F-1 Racing & The Association of Surfing Professionals.• Developed all marketing plans, and the allocation/monitoring of funds, used to promote the imported Molson and Foster’s brands to the US.• Managed the transformative process of exporting & marketing Miller Genuine Draft to Canada – growing the brand by +25%.