Zach Wyer

As Kellogg Company split, took on greater responsibilities in new Kellanova Company overseeing Omni Marketing as well as Inbound Licensing and National Scale Promotions. Expanded role included leading a team of seven, $100MM+ in licensed items, and ownership of multi-brand tentpoles from March Madness to Gaming, Fall Football and Back-to-School. • Evolved and aligned leadership to new national promotions and partnership strategy with focus on basket-building, display generation and shopper meal and snack solutions, including securing 2025 programs with global CPG and beverage powerhouses across key drive periods. • Expanded the Inbound Licensing function from rote contract compliance and management to active outreach and strategic scaling, supporting a pipeline that will double the licensing footprint across categories. • Directed teams leading the optimization of search strategies and RMN spend that doubled the iROAS at top customer and continued double-digital e-comm growth. • Oversaw agency model re-design and optimization for new company’s Omni and Promotions functions, including 30% cost savings.

Directed Omni Marketing and Digital Shelf teams in newly created Omni organization for seamless integration across functions including Commerce, Media, National Promotions, Full Funnel, Design, Brand and Sales. Marketing remit extended across retailer media display, digital shelf and search, as well as shopper/in-store efforts with $100MM+ budget and $1BN+ e-comm business across all Kellogg categories and customers. • Led the successful onboarding, integration and optimization of new retail media agency in addition to managing omni and syndication agencies. • Maintained leadership of MBA Marketing Intern Program and took on Omni People Development Committee responsibilities. • Over-delivered e-comm budgets in 2022 and 2023, supporting online share growth in 3 of 5 categories.

Led brand and commercial team of Accompaniment Crackers – a $650MM portfolio including Club, Town House, Carr’s, Toasteds, Zesta and more. Responsibilities included portfolio strategy development, agency management, ownership and direction on $30MM advertising and promotions budget, and position on Salty Snacks Leadership Team. • Steered strategic re-positioning of Club and Town House brands from Invest-to-Maintain to Invest-to-Grow brands, including new comms, pack design and innovation pipelines. • Managed aggressive margin and supply chain network optimization of portfolio to absorb high inflation costs and build a path to grow volume for lead brands. • Took on leadership of Kellogg’s MBA Marketing Intern Program, Salty Marketing Team lead, and Salty Portfolio’s People Development Committee representative. • Over-delivered top- and bottom-line versus budget in 2020, 2021 and 2022 despite significant supply chain constraints with extremely agile and responsive marketing.

Headed Pringles US marketing efforts with $60MM budget, overseeing $700MM business, 7 agencies, an ABM and cross-functional team. Oversaw commercial and brand marketing, including developing strategy, briefing video, digital and earned experience plans, identifying and landing strategic partnerships, supporting innovation, and steering price-pack-architecture efforts for improved profitability. • Briefed and ran two Super Bowl campaigns, earning the Cannes Lion award, 1 billion+ impressions, highly effective messaging, and brand equity strength improvements. • Identified, negotiated, and executed successful media and product innovation partnerships with Adult Swim’s Rick & Morty and QSR Wendy’s. • Launched and successfully commercialized Pringles Wavy as the brand’s longest enduring platform innovation. • Optimized brand’s promotional executions across gaming, sports and seasonal tentpoles with enhancements to social, earned and food news.

Managed Pringle's global equity, strategy, and innovation for Kellogg’s largest snacks brand. Developed global brand strategy, creating and executing against innovation and renovation pipeline (pack and product), generating insights, directing agencies, managing $12MM advertising and promotions budget, and partnering with and influencing key regional stakeholders to drive the global business. • Conducted price-pack architecture across 16 markets to identify pack format white spaces worth $500MM globally and developed path to fill the gap. • Built brand equity assessment and coordinated global work session to align on 5 year master plan and pipeline. • Aligned cross functional and regional teams to initiate projects that will unlock new enabling technology to deliver against critical segment attributes and unique packaging and product opportunities.

Led the marketing efforts and strategic direction of Town House, Club, Keebler Sandwich Crackers, Zesta Saltines and Toasteds. Responsibilities included experience planning with media and creative agencies, evolving strategic foundations, coupon execution and trade strategy collaboration, forecasting and demand planning, in-market performance monitoring and reporting, design evolution, cost optimization initiatives, P&L and portfolio management, promotional execution, budget management and product renovation. • Re-positioned Town House Crackers to drive household penetration through increased relevance and develop launch and support plan for platform innovations, driving growth +15% in 2013 and +13% in 2014 with -25% less spend. • Optimized media plan and mix by exiting low ROI TV in favor of more effective and higher continuity layered Print and digital campaigns with sharpened targeting. • Oversaw cost savings projects and pricing actions that delivered +$20MM in OP with no top-line impact.

Developed and evolved the 5-year innovation strategy and pipeline on a flagship Kellogg’s brand, Pop-Tarts. Accountabilities included qualitative and quantitative research for insights generation, concept development and testing, project management, cross-functional alignment and collaboration, packaging design briefing, budget management, renovation, in-market performance tracking, and innovation strategy development. • Evolved limited edition model for Pop-Tarts to include seasonal, rotational and customer customizations, launching twenty in-and-out items that drove news, display and a repeatable program. • Reduced resource impact by re-purposing and leveraging past and present flavors within the portfolio. • Helped launch Oat Delight and Peanut Butter platforms, one of the top innovations for Kellogg’s in the prior decade.

Graduated Magna Cum Laude (3.73 Cumulative GPA)

Graduated Magna Cum Laude (3.66 Cumulative GPA)