Mel Halkyard

About Mel Halkyard

Strategy and capability expert with experience in global and US brand strategy development and implementation and organizational capability diagnosis, design and change management. “One-of-a-kind” ability to assess complex and dynamic environments and develop focused cutting-edge strategies with enabling capabilities to develop a competitive advantage. Demonstrated ability to lead teams and sees change as an opportunity. Currently leading a global digital transformation initiative across B2B and B2C.Specialties: Global Brand ManagementUS Brand ManagementGlobal/US Product and New Indication Launch ExperienceGlobal Omnichannel MarketingEnterprise Marketing Management (EMM)Digital Asset Management (DAM)Innovation ProcessMarketing OperationsOrganizational Strategy Development ane ImplementationOrganizational Diagnosis/DesignOrganizational Change ManagmentOrganizational Capability Development

Experience

1. Vice President, Global Digital Transformation and Us Pet Health Media and Customer Marketing

   Elanco

   Dec 2021 — Present · Indianapolis, IN, US

   Developed and deploying an omni-channel transformation agenda to drive increased acquisition, purchase and repurchaseAugust 2023: role expanded to include Customer Marketing, both B2B and B2C• Creation of Vision and Roadmap to unlock growth through personalized omnichannel engagement to deliver differentiated pet owner and vet experiences increased productivity of commercial model• Deployment of global omnichannel roadmap (platform, process, capabilities) to Global Pet Health and Farm Animal Businesses resulting in 16% YOY growth globally in touchpoints • Built US Pet audience-centric advertising capability, integrated shopper and e-commerce and business to business channel marketing capabilities to strategically grow revenue, share and organizational competence, returning business to growth after 2 years of decline• Built Vet Strategic Partnership marketing capabilities to enable omnichannel activation and pull through for corporate partners (GPOs, corporate partnerships, distributors and home delivery)• Sustainably built global scale and entrenched e-Com and web portal capabilities to strategically grow revenue, share and organizational competence• Pivoted from brand-centric to audience-centric direct to consumer full-funnel media strategy; maximize effectiveness and efficiency of advertising investment across portfolio

Education

• Miami University

  BA, Chemistry

• Purdue University Daniels School of Business

  Masters in Management, Executive Program

Skills

• Competitive Analysis
• Building Organizational Capability
• Change Management
• Market Research
• International Marketing
• Global Marketing
• Product Launch
• Segmentation
• Strategic Planning
• Pharmaceutical Industry
• Pharmaceutical Sales
• Biotechnology
• Sales Effectiveness
• Leadership
• Relationship Building
• Management
• Strategy
• Brand Management
• Cross-Functional Team Leadership
• Marketing Strategy
• Organizational Development
• Interpersonal Skills
• Relationship Management
• Marketing