Michael Baer is a growth-focused, New York-based TechCXO Partner and CMO within the firm’s Revenue Growth Practice. Michael leverages his deep and diverse end-to-end experience and unique fluency across all media and GTM approaches to help companies turn their marketing into a greater value driver and market pull for an organization. Michael applies sophisticated and holistic strategies that elevate and bring into balance both strategy and execution so that they build off each other to deliver results.
While Michael has worked with B2C brands, including industry leaders like Hallmark, LEGO, Porsche and Walgreens, he has focused more recently on B2B companies as an executive leader, particularly within the healthcare/life sciences and the marketing services industries. He is currently helping healthcare companies create more powerful consumer-driven brands, professionalize and transform their marketing, and innovate their commercialization approaches. This work is an extension of successful brand and marketing strategy and activation work completed for companies that include GE Healthcare’s Ultrasound brands.
He is most frequently called on by investors, Boards and senior management teams in these industries to assist companies to develop and activate comprehensive brand and marketing strategies and help align their strategies, functions, technologies and organizations in order to generate organic growth as an interim and fractional Chief Marketing Officer (CMO) and General Manager.
Michael is expert at helping companies at key inflection points – both helping turn-around stagnant and declining brands with new strategies and approaches, and helping to scale-up fast growth organizations that have out-grown their old way of doing things. During his distinguished career, key leadership positions included:
Chief Marketing Officer, MJH Life Sciences – MJH Life Sciences is the largest, privately held healthcare media company in North America delivering content, events, education and creative services to healthcare professionals and the healthcare industry. Michael overhauled the marketing organization, oversaw and scaled a new team including Marketing, Creative Services, Digital Activation, and Email (over 110+ FTE’s), and across 60+ healthcare brands. He drove the mapping and development of optimized processes, best practices, playbooks and other repeatable standards to enable marketing to elevate their roles and thinking. He also created new plan for media audience engagement, using journeys, automation, and other drivers to build engagement.
Senior Vice President | Head of Brand & Marketing, Ipsos North America – Michael was called on to provide dynamic, growth-oriented leadership to this audience measurement business after years of decline and stagnation. He developed and implemented new strategies, including a new sales prospecting plan, new products, and robust marketing programming. He also developed and instituted a comprehensive Content Marketing and thought-leadership program that resulted in doubling the sales pipeline and closed new brand clients including Cadillac, Hyundai, Northwestern Mutual, Travelers, Capital One, JPM Chase, Mastercard, Kohler, Haier, Shiseido.
EVP Managing Director, Starcom – Michael led a diverse team of strategy, digital, broadcast, print, search and analytics specialists, driving integrated, creative programs across media channels that increased consumer engagement and sales. He also provided executive leadership on Walgreens, LEGO and Hallmark accounts.
Senior Vice President, Cramer-Krasselt – He built and ran NA Porsche Account, including national, Dealer/Field marketing and Porsche Financial Services. This work included all communications, including digital, social, CRM, DM, Search marketing, analytics. Other clients included Zantac and Heinz.
Michael has provided interim and fractional CMO support for a number of clients including Digital Factory, Laughlin Constable and Fathom Communications. He is also an industry though-leader and accomplished writer on the topics of media, marketing and advertising, primarily for the industry-leading publication MediaPost. You can read Michael’s insights on his blog, Stratecution and Twitter account, @Michaelbaer1.
Michael received a BA in History and Psychology from the University of Virginia.