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Ryan mugford (visual overview)
- 1. Ryan Mugford- Visual Overview Leadership Partnerships Operations Sales Media 5 11 12 15 11 9 255 11 CREATE A NEW MODEL • Expanded portfolio beyond All Purpose • Shift to ownable promos vs pricing CREATE A CATEGORY • Kids v Moms (Influencer) • Shift to Brand Umbrella • Shift to Premium via Product & Packaging • Celebrity PR • Nabisco.com leadership INTEGRATED STRATEGY • Unified Brand & KPIs • 26 country Integrated Agency Consolidation • Launch thru Viacom adidas+ FIFA+SKY content •Focus on sports / mobile •Launch Emerging Markets • STRATEGIC SCOPE & SCALE • Manage $750M Budget •Sales & Marketing leadership for 112+ geos, 1500 staff •Shift from TVC to Digital /Partnerships • Multi $Billion Mktg Nokia Partnership CULTURAL RELEVANCE • Monopoly Vote +2.5B Imps. 11M FB users • Launched 12 Digital / Mobile Apps • Music/Celebrity Partners • P&L licensing growth • Engagement vs Awareness CONSUMER RELAVANCE •Shift Brand differentiated by OTT / 2in1 laptops/ Exclusive content • Drove new CRM strategy • Shift to Programmatic • Drove listings & revenue via Exclusive JV with BestBuy APPROACH Strategy CDN Canada N. America EMEA Global Global US ESTABLISH CREDIBILITY •Created Xbox Brand via Music / Digital Partners •1st ever Xbox Brand TVC •Partner PR events •Campus Trial with Music/ABI/MTV • + 35% Sales • + 25% Profit • +40% Share of Shelf • + 485% in Snacks • + 38% for Kids • + 30% Profit • Presidents Award • + 30% Sales • + 40% Profit • 3 of 10 top Apps • #3 Gambling Brand • #1 Tablet Launch • + 20% Profit • +125% PC Share • +$5M Partnership Value • $1B+ in Media Planning • XM Launch $1B+ sales • Increased efficacy via Scorecard for Partner Strategy & Content Framework • Highest Market Share & ROI WW • Market Leadership within 2 years • Bill Gates award MSFT’s top Marketer • + 65% Sales • + 45% Profit • Momentum for Xbox brand • 1st Xbox Profit • +$7.3B +65% Sales • + 13% ROI • China & India Strategy • Mobile Credibility SUCCESS MEASURES COMPETITIVE CONTENT / CONTEXT • Lead $1B media planning • Brand Shift from products to Portfolio • Drove Content, Partnership, Retail Strategy to target HiPo audiences US