How does Mike get in touch with his inner self? By trekking to and climbing some of the world’s highest peaks, including the mountains of the Himalaya, Andes, Cascades and Africa. The skills he has learned as a mountaineer—analyzing next steps, questioning whether things are really what they appear to be—serve him well in his role as insights director, where critical thinking is paramount in understanding how consumers connect with brands. Since joining us, Mike has uncovered important brand insights for HP, Yahoo!, the New York Times, Eaton, Stantec and ExxonMobil.
Mike has a master’s degree in applied research from Hunter College and holds a BBA in marketing from Kent State University. He has been awarded the ARF David Ogilvy Award for Excellence in Advertising Research, has had his work published in industry trades and occasionally gives university lectures on the role of research in developing a marketing plan.
Before coming on board at Siegel+Gale, Mike was the associate director of Sony Music Entertainment’s Global Research & Insights Lab, where he designed qualitative and quantitative research across international markets and helped develop marketing strategies for some of the world’s biggest musical artists. Earlier in his career, Mike worked at OMD, a division of Omnicom, managing a wide range of research projects for such leading brands as Apple, Visa, Pepsi, GE and Nissan.
If Mike is not developing market research approaches, strategies and insights, he is probably looking for the next mountain to climb.