michael mccune

Strategic insights partner for the Kellogg’s Pop-Tarts Brand and the Kellogg’s Krave Brand including planning and executing both brand and innovation marketing research. Developed and executed comprehensive Teen Learning Agenda for Kellogg’s that provided key foundational information on this key target. Used in-market ad tracking data and a comprehensive meta-analysis to recommend and implement a new media approach for teen brands Identified consumer needs and led research for the development of a new innovation platform for Pop-Tarts (Pop-Tarts Gone Nutty). During the 18 month process, I acted as the voice of consumer and provided the team ideas on ways to increase consumer value within financial hurdles in a margin challenged project. This new innovation platform launched in May of 2013 and is tracking as the largest Pop-Tarts innovation of the last 20 years.

Team leader for Kellogg North America's Salty Snacks portfolio, our second largest and fastest growing category.

I taught 300 or 400 level marketing courses on an as needed basis including Direct Marketing and Marketing Research.

Worked as a team member on both qualitative and quantitative research projects on as needed basis including data analysis, reporting writing, and client interaction.

Team leader for both the Portable Wholesome Snacks category and Snacks Shopper Insights Team.

Worked with faculty in developing and analyzing academic research projects to be used in published works. Co-authored strategic management case study, Duracell’s Energy Drain on Gillette, currently published by Ivey League publishing. Instructed 200 level courses in Human Resource Management.

Worked with political polling experts to analyze the results of telephone studies to prioritize campaign funding and messaging. Assisted in planning marketing strategies based on polling results for 20 separate local campaigns for the Michigan House Republican Caucus including the creation and approval a $1.2 million in direct mail, $1.8 million in television and radio advertising, as well as a $200,000 telemarketing program.

Manage insights team for Special K, Kellogg’s largest brand. Led research path from start to finish on launch of new Special K Protein Crunch cereal from concept creative to food development to final creative idea. The product launched in December 2014 and exceeded launch goals. Authored a strategic vision and plan for the Special K Health & Wellness Business (Protein Bars and Shakes) and created a five-year map for the brand to re-stage within a growing category. Managed team through complicated process of final launch simulations, go-to-market plans and tracking for Special K’s launch into two new categories (Hot Cereal and Nutrition Bars). Develop consumer insight and media strategy for new Special K Protein Campaign. The effectiveness of the campaign increased by 80% and is a 2014 North American Effie Winner.

Led the brand marketing research agenda and execution for the Kellogg’s Pop-Tarts Brand including brand strategy, position, copy testing with multiple targets (Kids, Teens, Moms, Hispanic, and Adults) and media (TV, Print, Digital), and ad tracking. Led foundational quantitative and qualitative research for the brand including persona development, low income consumer understand, and barriers research. Research and validated a marketing ROI of Pop-Tarts World, a flagship retail store that delivered more than 1 billion PR media impressions in 4 weeks. This was the first time Kellogg was able to measure a holistic ROI of a non-traditional marketing event. Developed a sales data scorecard for the Pop-Tarts brand that was subsequently implemented across all Kellogg’s brands.

Managed and executed both qualitative and quantitative research projects. Responsibilities included financial management of projects, methodology, project pricing, proposal writing, vendor selection, fieldwork, analysis, report writing, and presentation of results. Worked on specific company initiative teams including methodology development, internal processes, and company policies.

Insights team lead for Pringles and Kellogg Snacks Promotions. Integrated Cambridge DemandChain research into brand architecture, product development, media targeting, and retailer activation for 2017 commercial plans. Worked with integrated commercial team to implement new Price Pack Architecture for Pringles. Introduced new methodology that measures on-shelf availability. Partnered with Second City Improv Group to create consumer workshop that developed fresh insights and ideas. Developed and implemented new Marketing Mix reporting and implications across all Kellogg business units.