| Steve Mullen |
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Global Marketing Executive at Hershey’s, Kellogg’s,
LSG Sky Chef’s and Wilson Sporting Goods
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Steve has had career responsibility for over $1B in globally recognized consumer brands including Hershey’s, Kellogg’s and Sky Chefs. He has created and launched over 50 new products, many internationally. He wrote or personally managed over 130 major consumer research projects and directed five global advertising agencies on three continents. These agencies include: DDB – N.Y., O&M – N.Y., JWalter Thompson – Tokyo, Leo Burnett – Tokyo, Bates – London. Steve has created two of the most successful ad campaigns in the CPG food industry.
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In the US, Steve reversed a three-year decline in Hershey’s flagship “Milk and Almond” bars, repositioned KitKat to the now famous “Give me a Break … Break me off a piece of that KitKat Bar.” Created a strategic change in the airline food industry that generated $88M in first year sales; quickly reversed a multi-year stagnation of Kellogg Japan’s cereal business; replaced Hershey’s foreign JV partner to achieve record profitably and 25% annual growth. |
| Steve has hired and trained numerous marketing organizations in the US and across Asia |
| His marketing responsibilities and accomplishments include: |
| • Global Marketing Vice President – LSG SKY CHEFS, Irving, Tx |
• Created a totally new, industry changing concept of “Meals for Sale” for airline passengers
• Generated $88 million in sales the first year, broke even by the second
• Jointly sold this concept to most major flagship carriers: United, US Airways, Northwest, etc.
• Negotiated strategic licensing agreements with TGI Fridays, Wolfgang Puck, Hard Rock Café
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| • Marketing Director – KELLOGG’S, Tokyo, Japan |
• Reversed 30-year stagnating $125 million cereal business with no additional spending
• Became the fastest growing product line in the entire Japanese supermarket industry
• Received Kellogg’s prestigious “Best Global Promotion of the Year” award
• Recorded the highest profit in Kellogg Japan’s 30 year history
• Created the highest rated TV campaign ever reported in Japan across all industries according AC Nielsen Japan
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| • Managing Director/Board of Directors – HERSHEY JAPAN, Tokyo, Japan |
• Re-organized and re-staffed the 10-year-old stagnating JV to grow revenue by an average of 20+%/year for the next three years
• The operating profit/employee then became the highest of any Hershey’s business unit in the world at more than $250,000/employee
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| • Senior Brand Manager – HERSHEY CHOCOLATE CO, Hershey, Pa. |
• Reversed a three year decline on Hershey’s 100-year-old flagship Milk and Almond Brands
• Repositioned Kit Kat to the now famous “Give me a break…Break me off a piece of that KitKat Bar”
• Specific Brand Assignments:
The Hershey’s Bars; sales = $250 million/yr. A & P = $21 million
Hershey’s Kisses; sales = $275 million/yr. A & P = $25 million
KitKat, Skor; sales = $195 million/yr. A&P = $ 17 million
Mr. GoodBar; etc., sales = $175 million/yr. A & P = $11 million
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| • EDUCATION: |
• MBA – Northwestern University (Marketing & Finance)
• BS – University of Minnesota
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steve@marketingwizegroup.biz
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