Mike Mickunas
269-209-3348 							        Mikemickunaswork@gmail.com
Battle Creek, MI 49015				           www.linkedin.com/in/mikemickunas/

A leader motivated by what drives people to do what they do and the true cause and effect relationship behind commercial investments, providing successful leadership to a team of 100+ professionals as the Global Vice President, Insights & Analytics for The Kellogg Company.   With a pragmatic and progressive approach to market research, delivers high impact at all levels and geographies across the globe by shifting the organization from fragmented, traditional market research activities to an aligned team of holistic, behavior-focused, results-driven insights professionals.    
	 					
•   Leadership & Communication   	   •  Training & Development 	          •  Root Cause Analytics
•  Consumer & Shopper Segmentation  • Issue Identification      		•  Behavioral Insights
•  Innovation Development                  •  Market Mix Modeling	          •  Portfolio Optimization	

EXPERIENCE

The Kellogg Company, Battle Creek, MI	January 1996- Present
Global Vice President, Commercial Insights & Analytics, Dec 2016-Present
As part of Chief Growth Officer’s Global Growth Team, expanded the impact of local, regional and global teams  (approx. 120 professionals) by integrating insights and data analysis skills into holistic end-to-end commercial strategies and investment maximization programs.  Partnered with senior executives across key functions to implement new ways of working, build and train teams, and deliver impactful business results.

•	Returned company to +2% net sales growth in 2019 (+$260MM) by championing an aligned corporate growth strategy based in consumer eating occasions, activated through a global behavioral research study and training of commercial teams on activation.
•	Drove data-driven investment strategies by creating a commercial analytics team, extending the scope of activities measured through data modeling and increasing the level of executive engagement and confidence in scenario planning.
•	Improved return on investment (ROI) by 15% on $600MM of measured global advertising through local market mix modeling analytics and optimization workshops with key leaders.
•	Increased profit margins for Latin America and Europe by increasing market price per kilo sold, driven by revenue growth management (RGM) pricing analysis solutions, team training and goal-based planning workshops.
•	Implemented behavioral-science based market research solutions to enable teams to discover consumer and shopper insights within specific situational demand scenarios, built upon Yale’s “Goals-Beliefs-Choices” decision framework.
•	Increased commercial impact of the function by designing and implementing improved Insights & Analytics leadership accountabilities, elevating reporting relationships, recruiting new skills, delivering upgraded training, and instilling a results-driven culture.

Mike Mickunas                                          mikemickunaswork@gmail.com	  Page Two

Global Vice President, Insights & Planning, October 2008-December 2016 
Reporting to the Chief Marketing Officer (CMO), led the development and activation of global  consumer and shopper insights to drive market priorities, category strategies, portfolio design, brand positioning, product innovation, advertising (digital and traditional), channel and customer strategies. 
 
•	Generated incremental growth by redirecting $55MM toward high potential initiatives, based upon global segmentation (Demand Chain) and data-driven analysis of “Where to Play” choices and tactical direction on “How to Win” strategy and tactics.
•	Returned the largest global cereal brand (Special K) to positive net sales growth by leading market-level root-cause analyses, identifying implications and required actions, and guiding a multi-country team to develop accelerated customer programs and innovation.

Senior Director, Consumer Insights, US Morning Foods Division, December 2001-October 2008
Developed the research priorities needed to drive key commercial results, guided a team of 25 insights professionals to deliver actionable insights to fuel growth and innovation for Kellogg’s cereal brands.

•	Delivered multiple years of sales and profit growth by generating and impactful brand insights to drive advertising campaigns, product innovation and customer partnerships.  

Director, Consumer Insights, US Convenience Foods Division, May 2000-December 2001
Led a team of ten insights professionals to grow Kellogg’s Nutrigrain, Rice Krispie Treats, and Fruit Snacks brands with impactful consumer insights and market analysis.

Group Manager, US Business Analytics, January 1996 - May 2000
Conducted market performance analytics, regression analysis, macro-economic modeling, channel growth forecast, and long range strategic forecasting.

Information Resources Inc. (IRI), Cincinnati, OH	  April 1992-December 1995
Account Executive.  Syndicated data analysis for Borden, Inc. and Proctor & Gamble teams.

Federated Department Stores, Cincinnati, OH	  January 1991 -April 1992
Associate Buyer.  Responsible for P&L goals,  acquisition and merchandising of menswear.

EDUCATION
Michigan State University, Eli Broad College of Business, East Lansing, MI
Masters Degree in Business Administration  

The University of Cincinnati, Linder College of Business, Cincinnati, OH
Graduate School-Quantitative Analysis Program 

Ohio State University, The Fisher College of Business, Columbus, OH
Bachelor of Science in Business Administration - Marketing

PROFESSIONAL AFFILIATIONS / OTHER
Yale University – Yale Center For Customer Insights – Advisory Board Member
Battle Creek Family YMCA – Executive Board Member, Past Chair
US Army, Ohio National Guard – Achieved Rank of Sergeant