Mike Hayes

In my current role, I handle two main areas: managing our top North American customer relationships and leading our major retailer sales teams. I ensure the operation and delivery of business with our retail customers run smoothly, drive the end-to-end strategies with each of our business Segments and accelerate sustainable profitable revenue growth, POS and market share across our brands. Additionally, I focus on improving our global sales capabilities, which includes generating and developing customer insights, collaborating with partners and planning joint business activities.

How My Journey Prepared Me

Looking back, my past roles have prepared me well for this job. I've gained experience in capability-building positions, improving team practices, and in line leadership roles managing major accounts like Kroger, Costco, and Walmart, where I developed strategic plans to address market challenges.

The practical skills I've developed have bolstered my capacity to manage strategic aspects effectively. This has deepened my understanding of both the needs of our field teams and the demands of our major accounts. As consumer products evolve and become more complex, particularly with omnichannel strategies, it is crucial to have expertise in both areas.

Collaboration and Innovation for Sustainable Growth

Effective collaboration involves understanding what our customers and team members value and aligning these insights with our Newell Brands corporate strategy. This requires transparency, clear communication and a practical plan to drive progress. Regular updates and openness are crucial for meeting our objectives and adapting strategies as needed.

To achieve growth while minimizing risk, I concentrate on the following key areas:

1. Category Analysis: We assess whether the categories we work in are growing or facing challenges. This helps us understand market trends and adjust our strategies as needed.

2. Operational Excellence: Delivering effective service and meeting our trading partners' expectations are crucial. We regularly check how well we get our products to market and whether we meet service standards.

3. Base Business Performance: We track the health of our core business and work to grow our market share.

4. Innovation: Using consumer and shopper insights to introducing new products and improving existing ones help us address consumer needs and expand how products are used.

5. Pricing Strategy: During inflationary periods, it’s essential to balance pricing and cost pressures. Good pricing strategies help counter inflation and boost revenue.

“Having a customer-focused mindset is extremely important because  it helps you identify mutual benefits that lead to earning and keeping business.”

Leadership Qualities and Strategies

A key leadership quality is being customer-focused. Whether working with internal teams or external retailers, it’s important to understand what drives success and how it is measured. I follow Peter Drucker’s principle: "What gets measured gets managed." This involves setting clear KPIs, integrating them into our processes and regularly reviewing progress to stay aligned.

Overcoming Challenges and Succeeding

To navigate the complexities of today's business environment, I offer the following advice:

1. Seek Diverse Assignments: Experience in different roles gives you a broad understanding of the business and improves your ability to manage various aspects effectively.

2. Stay Connected with the Frontline: Regularly talking with frontline employees provides important insights into market and operational challenges. This feedback is crucial for making informed decisions.

3. Embrace Benchmarking and Humility: Regularly compare yourself to competitors and be open to learning from both successes and failures. Knowing market trends and competitor strategies helps you refine your approach and boost performance.

4. Leverage Technology: Use automation and AI to improve processes like pricing and promotions. These technologies can make operations more efficient and help you make better decisions.

In my role, I manage complex customer relationships, encourage teamwork and balance innovation with steady growth. Using my diverse experience and expertise while remaining focused on key areas, I aim to succeed in a competitive and changing market.