MICHAEL WELLNER, MBAmjwellner@gmail.com | 630 418-8322 | www.linkedin.com/in/michaelwellner/

SUMMARYClassically trained senior brand marketing leader with skills honed in Fortune 500 and mid-size CPG companies. Deliver goals for high growth brands, reinvent mature businesses, and create new brand platforms through passionate, innovative, and collaborative leadership. Initiate opportunities through data-driven consumer insights, strategic differentiation, non-traditional marketing plans, and financial stewardship. New product introductions earned national recognition from industry, consumers, and media.

HIGHLIGHTSHeaded development and/or launch of 6 major new product lines and creation of pipelines for leading food manufacturers. All 6 innovations sold $29+ million year 1; for comparison, only 12% of new CPG products reach $20 MM (IRI, 2012). Total innovation sales exceeded $300 MM.

Orville Redenbacher’s Pop Up Bowl sales $92 MMHealthy Choice Greek Frozen Yogurt $29 MMJimmy Dean Breakfast Bowls $45 MMJimmy Dean Breakfast Skillets $35 MMJimmy Dean fully cooked sausage/bacon $72 MMClassico It’s Pasta Anytime $39 MM

WORK EXPERIENCEACH FOOD COMPANY, Oakbrook Terrace, IL 2015 - presentSenior Brand Manager Contract Employee ∙ Weber Seasonings & Sauces Feb. 2015 – present

Oversaw margin improvement. Result: Reduced packaging cost $120M+. Identified $500M opportunities.

Built 3-year innovation pipeline. Result: Tested 22 concepts and chartered 4 platforms w/est sales $7MM. Mobilized team to sell to MLB stadiums. Result: Chicago Cubs plan to buy seasoning for 2016 season.

CONAGRA FOODS, Naperville, IL 2007 - 2014Director of Marketing Innovation 2008 - 2014Developed long-term pipeline of “big bet” consumer-driven innovations across all ConAgra brands from conception through commercialization. Brands included Marie Callender’s, Healthy Choice, Banquet, Orville Redenbacher’s, Slim Jim, Alexia, and Wicked Kitchen.

Led development of Orville Redenbacher’s Pop Up Bowl, a revolutionary popcorn bag that inflates into a usable “bowl,” from concept through home use testing to launch by brand. Result: Generated $92 MM incremental sales, reversing 10% category decline. Ranked #9 IRI New Product Pacesetter (2012).

Defined consumer-preferred design for Pop Up Bowl by merging two features – stand-up and see it pop – into final structure. Result: Won 2012 Edison Award and Consumer Survey’s Product of the Year. Featured in USA Today (1/18/12), CBS’s The Early Show, ABC’s The View, NBC’s Today Show.

Identified white-space opportunity to create an entire line of new products for millennials. Became in-house insight expert through in-depth research including segmentation, ethnographies, conferences, and publications. Conceived and launched Wicked Kitchen food truck to learn first-hand about Gen Y’s preferences. Result: Created edgy new brand encompassing a full line of product innovations ready for in-market testing. Presented as an expert speaker at NASCAR and Miller-Coors conferences.

Pioneered intrapreneurship and gamification marketing strategy to engage millennials via DailyBreak online contest. Oversaw digital-social media including Tumblr, Twitter, Facebook, Instagram, Pinterest, Foursquare. Result: Met all KPIs, engaging consumers for 5+ minutes/visit.

Oversaw development of Healthy Choice Greek Frozen Yogurt, extending into adjacency of anytime treats. Result: Sold $29 MM year one. Gained earned media on CNBC’s Mad Money (6/12/12).

Director of PMO 2007 - 2008 Implemented Stage Gate project management, portfolio tracking and software. Result: Modernized

innovation prioritization, bolstered executive alignment, increased pipeline visibility, accelerated launches.

Michael J. Wellner, Page 2

SARA LEE (now TYSON), Downers Grove, IL 2001 - 2007Director of Marketing ∙ Jimmy Dean and Sara Lee Frozen Breakfast 2006 - 2007Managed Jimmy Dean and Sara Lee innovation strategy and pipeline development, commercialization, and launch.

Restructured 3-year new product pipeline with Innovation team using consumer segmentation to extend Jimmy Dean and Sara Lee equities. Result: Generated BASES concepts totaling $648 MM.

Led Jimmy Dean Breakfast Bowls formula optimization, marketing planning, pricing strategy, new item presentation, commercialization, and P&L management for six months in-market. Result: Doubled year 1 forecast, attaining $45 MM. Quoted extensively in Wall Street Journal article (1/5/07) about Bowls.

Conceived Jimmy Dean Breakfast Entrée concept and supervised development. Result: Achieved highest concept score in brand’s history, with BASES sales potential of $57 MM.

Supervised direct report and mentored three marketers on new product development. Result: Received favorable feedback from other Marketing Directors in all cases.

Senior Brand Manager ∙ Jimmy Dean Frozen Breakfast 2003 - 2006 Led Jimmy Dean Breakfast Skillets from concept optimization through rollout. Result: Delivered $35

MM sales and publicity in Business Week (2/13/06). Authored strategic framework of Speed Scratch breakfast and leveraged during sell-in. Result: Attained

fastest on-shelf distribution in company history of 60% ACV in three months. Collaborated with base business and agency team to create new campaign for Skillets. Result: Jimmy

Dean “SUN” campaign exceeded ARS standards and campaign has been on air for 8 years. Repositioned Jimmy Dean Pancakes & Sausage on a Stick. Result: Increased sales by 60% to $25 MM.

Generated earned media on The Daily Show with John Stewart (10/19/06).

Brand Manager ∙ Jimmy Dean Fully Cooked Product Lines 2001 - 2003 Managed Fresh Taste. Fast! Fully Cooked Sausage line, including marketing plan encompassing TV, FSIs,

Catalina, IRCs, and digital. Result: Captured 19% segment share and sold $60 MM within 18 months. Capitalized on low fat/carb dieting by introducing Fully Cooked Turkey Sausage. Result: Sustained 50%+

growth for three years after launch. Analyzed IRI household panel data and repositioned sub-brand from Soccer Moms to convenience-seeking

Empty Nesters. Result: Saved 26% on media and met growth target of 12%. Extended Fresh Taste. Fast! by introducing first topically seasoned fully-cooked bacon. Result: Attained

14% segment share and sales of $12 MM. Devised strategy to improve margins by initiating hedging, modifying specs, and changing co-

manufacturer. Result: Restored bacon profitability within six months. Strengthened sales execution through analytical insights, merchandising aids, and customer presentations.

Result: Awarded trophy for “outstanding job and tremendous support” at national sales meeting.

BORDEN FOODS, Columbus, OH 1998 - 2001Brand Manager ∙ Wyler’s Soup Starter and Mrs. Grass 2000 - 2001

Initiated Fix the Fundamentals strategy to improve quality. Result: Mitigated tipping pouches by 35% and missing components by 40% in six weeks. Increased consumption on Soup Starter by 17% or $530M.

Authored marketing plan including price increase to counter chronic “price creep” and fund $300 M slotting. Result: Increased distribution by seven points and reached fair share items per store.

Associate Brand Manager ∙ Classico It’s Pasta Anytime 1998 - 2000 Headed 15 multi-functional experts in developing “white space” shelf stable pasta and marinara sauce

meals. Result: Achieved sales among top 5% of new food products launched in five years at $39 MM.

S.C. JOHNSON & SON, Racine, WI 1996 -1998Assistant Brand Manager ∙ Home Cleaning

EDUCATIONMBA, Marketing Management, Claremont Graduate University, Claremont, CAMA, Organizational Psychology, emphasis on consumer research, Claremont Graduate University, Claremont, CABA, Government/Pre-Law, Phi Beta Kappa, Beloit College, Beloit, WI