Mike is a global marketing and strategy executive with over 15 years of top-tier brand marketing, corporate strategy, management consulting, business development, corporate development, consumer insights and commercial analytics experience. He is an incredibly dynamic speaker, with an engaging personality, who can expertly talk to all aspects of the company including finances, branding and distribution.
As Chief Marketing Officer of Performance Health, Mike is responsible for leading Performance Health’s global growth agenda, including brand marketing, innovation, strategy, insights & analytics and communications. Specifically, with the Biofreeze brand, Mike is leading the charge of breaking the convention of a traditional B2B company and building a B2C division. Using breakthrough marketing efforts to reinvigorate a sleepy category, Mike has turned Biofreeze into a disruptive healthcare brand that is stealing category share and securing new-to-category users through emotional positioning as an aspirational brand. Strategic sports marketing, an unconventional approach to media and dynamic content are driving increased awareness and growing the brand into a household name.
Prior to joining Performance Health, Mike was the Vice President, Global Head of Strategy, Insights and Analytics for Mondelēz International. In his role, Mike had global responsibility for strategic planning, portfolio strategy, M&A strategy, shopper insights, consumer insights and commercial analytics, including forecasting, pricing and media/marketing analytics. Under his leadership, Mike built a high performing ~350-person global team and developed a successful growth agenda, resulting in record total shareholder return for the company and +600 bps of operating margin over four years. Prior to this role, Mike also held roles leading Strategy, M&A and Corporate Development for Mondelēz. Prior to Mondelēz, Mike worked for the Boston Consulting Group, Chip Ganassi Racing and Deloitte Consulting.
Mike is a graduate of Boston College and the University of Michigan’s Ross School
of Business, and currently resides in Chicago with his wife and four sons. In addition to spending time with family and friends, Mike enjoys sports, live music and travel.
Authentically Reaching the Younger, Active Consumer
Biofreeze has produced pain relief products for 25 years, but only started selling its products at retail in late ’16. In this featured interview, you will hear how the brand has eyed sports as a key component of its retail marketing strategy to the young, active consumer; and has partnered with organizations that share their commitment to helping athletes succeed, including top MLB, marathon and NBA organizations.