About

I'm Mike Shackleton, a product marketing executive with over 20 years of international experience across consumer products, entertainment, and B2B software and services.


I've held senior marketing and product marketing roles at Unilever, HBO, Warner Bros. and Entertainment Partners, working across product innovation, customer insight, positioning, market development and go-to-market strategy.


My career spans more than 300 global product launches and over $100 million in commercial impact.


I bring an independent, cross-industry perspective, drawing on experience across different products, markets and business models.

Real-World Impact

Improving products: EP

Bringing new products to market: Unilever

Repositioning for growth: Warner Bros.

At Entertainment Partners, I repositioned the company’s digital offering around customer needs and product benefits rather than features, rebuilding the customer journey to improve acquisition and conversion. New users increased 94%, online lead conversion improved 60%, and marketing-generated leads contributed more than $25 million in revenue.

Repositioning for growth: Warner Bros.

Bringing new products to market: Unilever

Repositioning for growth: Warner Bros.

At Warner Bros., I led the repositioning of Warner Channel in Latin America, aligning programming, audience targeting and marketing around a clearer market proposition. Within 12 months, the channel moved from a Top 20 to a Top 5 ranking, doubled its social following and increased advertising revenue by 10%.

Bringing new products to market: Unilever

Bringing new products to market: Unilever

Bringing new products to market: Unilever

At Unilever, I worked on product innovation and market introduction for brands including Dove and Axe. This included the UK launch of Dove Hair, extending the brand’s moisturizing proposition into haircare. The launch achieved 5% market share and profitability in its first year.