Miller named senior vice president of Global Marketing and Research

Jan 13, 2012
by WLJ

Mike Miller has been appointed senior vice president of Global Marketing and Research at the National Cattlemen’s Beef Association (NCBA). Most recently, Miller was chief operating officer of Cattle Fax.

In his new role, Miller will be responsible for staff leadership of NCBA departments focused on developing and executing the plan of work funded with beef checkoff dollars. Those departments include Planning and Evaluation; Market Research; Research, Education and Innovation; Issues Management; Consumer Marketing; and Channel Marketing. Miller will take over his new responsibilities Jan. 30.

“I’m excited Mike will be joining the NCBA team,” said NCBA CEO Forrest Roberts. “He brings a wealth of talent, experience and energy to the position. We know he will add tremendous vision and vigor to our work on behalf of beef producers through the beef checkofffunded efforts we conduct.”

Miller has been COO of Cattle Fax since 2007, analyzing company operations to meet Cattle Fax objectives and directing and coordinating the organization’s financial and budget activities. He also served as Cattle Fax director of research and business development from 1996 to 2006.

He was a marketing consultant for Elanco Animal Health in 2006-07, and served as a sales associate for Rhone Poulenc Ag Company from 1990-96. Miller received his B.S. degree in agriculture business from Colorado State University.

“Limited checkoff dollars, as well as the shrinking buying power of each dollar, require an even more highly coordinated plan of work to assure the effectiveness beef producers have come to expect from their checkoff program,” said Miller. “This is a great opportunity to help facilitate the work of checkoff programs managed by the staff at NCBA.”

As a contractor for the Beef Checkoff Program, NCBA and its staff assist in implementing domestic demand-building efforts. The program was established as part of the 1985 Farm Bill and assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. It is administered by the Cattlemen’s Beef Promotion and Research Board subject to USDA approval.— WLJ