Micah West

About Micah West

Proven strategist across brand and ecommerce. History with Advil, Emergen-C. eBay, Overstock.com, Dressbarn, Eastern Mountain Sports, Glaxo Smith Kline Consumer Healthcare (now Haleon) formulating and executing strategy, launching departments, growing channels, and building teams/processes. Interested in growth and disruption. Let\'s talk!STRENGTHS as an ADVISOR/CREATOR. in other words:I see the full picture and offer practical strategies for filling the gaps. I thrive on complexity and excel in any environment where the challenge is to see the whole picture and then break it down into its component parts - particularly when there are competing interests, and a lot at stake. HOW TO BEST WORK WITH ME? Ask my opinion and advice:\"What is the best thing to do in this situation?\"Any sentence that begins with \"We have a problem; we need your help\" will instantly engage me.Charge me with solving the problems that have kept others stuck.Ask me to improve a current process or system that is satisfactory but not stellar.SPECIALTIESBrand Marketing, Ecommerce Growth, Digital and Omnichannel Strategy, Leading TeamsKEYWORDSBrand Strategy, Go-To-Market Strategy, Marketing Strategy, Competitive Analysis, Ecommerce Marketing, Digital Marketing Strategy, Digital Marketing Programs, Digital Marketing Channels, Email Marketing Campaigns, CRM, Affiliate Program, Conversion Rate, Multivariate Testing, Social Media Marketing, SEO, Paid Search, Growth Hacking.

Experience

1. Brand & Performance Marketing

   Haleon

   Jun 2020 — Present · US

   Currently working with Advil. Time spent at Emergen-C, Polident, Poligrip, Parodontax, and Nicorette. The role includes building marketing strategy roadmaps and driving execution to ensure brands are growing/thriving in market.ECOMM: responsible for growth of E-Commerce. Ecomm $Sales up +39% vYABRAND STRATEGY: leveraged consumer insights and analytics to develop growth strategies and roadmaps for Emergen-C. Total Em-C $Sales +11% vYA. Share up +2.2 points. EQUITY/BRAND BUILDING: led agency brief development and managed external agencies to craft media strategies and omni-channel communications to drive salience, meaning, and differentiationTEST & LEARN: managed test and learn for Emergen-C, improving media ROI by 53% vYACLAIMS TESTING: tested and revamped over 150 claims for Emergen-C to incorporate behavioral heuristics and improve purchase motivation by over 200%+INNOVATION: launched two of the largest innovations in Emergen-C’s history. Developed media activation plans/strategy, packaging, marketing content/assets, claims, CCAT, brand storytelling, and online shopping experiences. Innovation is #1 in category for 2023 in both Kids and AdultsPROGRAM RESTRUCTURING: restructured Polident, and Parodontax\'s coupon program.+23% ROIEMAIL/CRM: transformed Nicorette\'s \"My Quit\" CRM program. Improved retention by 27%.

Education

• Brigham Young University - Idaho

  BS, Finance, Advertising, Public Relations

  2001 — 2005

• William & Mary – Raymond A. Mason School of Business

  Master of Business Administration - MBA, Marketing & Entreprenuership

  2019 — 2021

Skills

• Exact Target
• Brand Development
• Online Sales
• A/B Testing
• Html
• Conversion Optimization
• B2c
• Marketing Strategy
• Competitve Analysis
• Organic Search
• Web Content Management
• Website Development
• Online Advertising
• Project Management
• Digital Marketing
• Vba
• Database Marketing
• Sem
• Multi-Channel Marketing
• Analytics
• Viral Marketing
• Keyword Research
• Campaign Management
• Google Analytics
• Photoshop
• Landing Page Optimization
• Competitve Strategy
• E-Commerce
• SEO
• Affiliate Marketing
• Contract Negotiation
• UI
• Product Development
• UX
• Google Adwords
• Ppc
• Site Catalyst
• B2b
• Interactive Marketing Strategy
• Lead Generation