Gregg Michaelson
President, Integrated Marketing and Sales, CMO, Rodale
2010 AD ALL-STARS: EXECUTIVE MANAGEMENT
Michaelson oversees the integrated marketing, custom publishing, sales, customer database and consumer marketing groups in an effort to more closely tie their efforts together.
Last December, Rodale promoted Gregg Michaelson to president of integrated marketing and sales, and CMO. The bump gives Michaelson broad oversight of a combined group of integrated marketing, custom publishing, sales and consumer marketing—a collection of divisions that represent 90 percent of the health and healthy living media company’s revenue.
The shift also recognizes how tightly integrated the various marketing, audience and sales functions have become.
Michaelson has two main goals. “First is to achieve our budget targets while investing in the long-term health of the company. Second is to build integration between sales and consumer marketing.”
The latter goal is a realization that marketing clients are looking across Rodale’s various markets for integrated buys, but want to add “other capabilities at an ever faster rate,” says Michaelson.
Why the sales and consumer marketing connection? The company’s database of 25 million active customers has taken a much more prominent role over the past few years, giving sales access to a greater number of customer segments and data points, allowing for more targeted marketing. “Because we’re connected at a senior level, we’re that much more coordinated with each of our publishers and this allows the database team to be involved right up front,” says Michaelson.
The cross-brand cooperation has paid off for one campaign in particular. Rodale has been servicing a multi-year marketing campaign with Nissan, called “Master the Shift”, that extends across both platforms and brands. “The key to it is we are now able to connect consumers from Men’s Health, Women’s Health, Runner’s World and Bicycling to the Nissan brand,” says Michaelson. “[The account] has grown every year and it is because of how we are now organized.”
Vital Stats: Michaelson’s promotion last year gives him oversight of groups that represent 90 percent of Rodale’s revenues.
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