Michele Merrell - Sr. Marketing Consultant, Merrell Consulting Group

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Work Background

CanovationChief Marketing & Business Development Officer- 1 Year W-2 Contract

Jan. 2021 - Mar. 2022Fort Lauderdale, Florida, United StatesStrategic global leader for marketing operations for start-up technology company with eight vertical markets. Managed both B2B and B2C marketing strategies, higher focus on B2B. Clientele includes world’s leading brands. • Architected new brand for company to elevate company awareness and ensure alignment amongst corporate brand and product brand; developed new product naming architecture. • Developed Go-To-Market strategies to support all business verticals and revenue targets. • Concepted and launched new corporate website to align with brand launch. Exponentially improved analytics. • Created digital marketing strategy including email marketing campaigns, social media, SEO/SEM. Developed white papers videos and other content resources for digital outreach. • Managed international tradeshow strategy and logistics. • Evaluated and began implementation of new CRM system for proper lead to sale pipeline analytics and reporting. • Worked with product marketing to create assets and materials to support business development and commercial objectives and to meet lead generation targets.

Private Consulting CompanySenior Marketing & Communications Consultant

Jan. 2017 - May. 2023Fort Lauderdale, FLAdvisor to several organizations in B2B and consumer space. Assist developing cohesive marketing strategy across all business units. Develop and improve brand position, design marketing campaigns, digital marketing, social media, content management, website and all tracking analytics. Create go-to-market strategies and marketing materials for core customer segments. Improve all digital marketing assets for organization. Assist in business development and partner relationships

Thales e-SecurityDirector of Marketing & Communications, Americas

Apr. 2015 - Sep. 2016Plantation, FloridaDeveloped digital marketing strategies and led all aspects of lead generation, channel partner marketing, events, branding, advertising, social media, content management, corporate website development, media relations, corporate communications. Developed and implemented customer acquisition and expansion strategies. Created demand generation strategies for house of brands to stimulate competitive switching and increased market share. • Reorganized channel marketing efforts with end goal of increased channel partner engagement (100+ partners). • Developed channel partner portal, co-branded marketing tools and channel communications program to support meeting revenue targets for key products and services. • Worked with category managers to develop marketing strategies and sales enablement tools for key vertical markets. • Spearheaded marketing campaign strategies for increased lead generation, customer and account engagement. Restructured and created digital marketing lead generation team resulting in a 167% YOY increase in leads. • Managed Inside Sales function to increase lead to close ratio and improve pipeline performance. • Developed marketing outreach programs for SaaS and hardware subscription renewals, improved renewal ratios.

Cable Bahamas Ltd.Board of Directors, Cable Bahamas

Dec. 2014Nassau, BahamasAppointed to the Board of Directors for Cable Bahamas Ltd (BISX: CAB), and its subsidiary Aliv. *Chair, Nominating and Corporate Governance Committee *Member of HR & Compensation Committee *Member of Audit & Risk Committee

CSP, IncVice President of Global Marketing & Communications

Oct. 2013 - May. 2015Deerfield Beach, FLDirected global brand and marketing activities across all enterprises including marketing, channel partner marketing, digital marketing, content strategy, public relations, media relations, social media, reputation management, internal and external communications, investor relations, website development, MDF and vendor/suppler related programs, channel partner marketing, customer engagement/demand generation programs, user groups/conferences. Led marketing automation (Marketo) and SFDC (Salesforce) implementation for digital campaign management. • Restructured partner marketing function to improve achievement of contracted sales targets (40+ partners) and developed lead generation campaigns for all product lines. • Developed sales enablement tools for customer and partner presentations • Led global rebranding of multiple company divisions (house of brands) resulting in improved integrated presence. • Developed company’s first formalized corporate communications, public relations, and social media functions, restructured investor relations function. • Redesigned and launched corporate and subsidiary websites, improved user analytics by 50%.

BrightstarSenior Director/VP, Global Marketing & Communications

Jul. 2007 - Jul. 2012Miami, FloridaDeveloped marketing strategies for over 100 products and services worldwide in high growth environment. Led global and regional (LATAM/Caribbean, Europe, APAC/MEA, North America) strategies for marketing, branding, channel partner marketing, public relations, media relations, social media, public affairs, brand management, internet content management. • Led worldwide organization through global rebranding and positioning strategy. Scaled brands globally and nationally. • Developed marketing strategies for key verticals including retailers, operators, manufacturers and enterprises. • Created sales enablement tools for sales teams including presentations, brochures, email campaigns, newsletters on products and solutions portfolio. • Supported over 150 products and services through strategic marketing programs. • Created co-marketing strategies with worldwide channel partners (retail, manufacturing, distribution, supply chain) • Created global communications, brand strategy and content strategy for paid, earned, shared, and owned media. • Dramatically improved corporate brand and reputation through strategic storytelling and improved media relations • Developed company’s first global digital marketing and social media programs; results included 63% higher online coverage than closest competitor. YOY 289% Twitter increase of over 4,000 followers and 2,207, 333 twitter impressions, 316% digital press release readership increase, and 24% digital newsletter increase. • Managed substantial international trade show strategy. • Promoted twice. Former role: Director of Marketing Programs

Broward CollegeAssociate Vice President, Marketing & Communications - 1 Year Contract

Jul. 2006 - Jul. 2007Fort Lauderdale, FloridaImplemented consumer marketing strategy for branding, corporate identity, communications, media relations, events, CSR initiatives, advertising, digital communications, managed web content for multiple websites. • Implemented integrated communications approach for all marketing programs including new Foundation brand image and design, public relations, collateral, and web site. • Realized 65% increase in attendance for college and foundation events promoting new building grand openings and dedications, academic and faculty programs; coordinated dignitaries, scripted event speeches and programs, managed public relations and promotional activities.

Tyco InternationalSenior Global Marketing & Communications Manager

Apr. 2005 - Aug. 2006Boca Raton, FloridaDeveloped integrated global marketing strategy for product portfolio representing $750M in annual sales. • Managed B2B marketing, global product launches, corporate internet site, public relations, external affairs, corporate communications, executive communications, promotional sales collateral, e-newsletters, and branding. • Streamlined marketing process for new global product introductions reducing launch costs by 47% and increasing sales by 18%. • Developed new corporate web site resulting in an 85% quarterly increase in site users per analytic reports.

Voiceglo CommunicationsDirector of Marketing & Corporate Communications

Sep. 2003 - Apr. 2005Fort Lauderdale, FloridaDirected international consumer marketing communications function including branding, advertising, e-commerce, public relations, internet, corporate communications, media relations, analyst / investor relations, internal communications. • Increased brand awareness through targeted national / international media relations; received placements in print and electronic media including WSJ, Investor’s Daily (UK), CBS, ABC, cnet.com and Florida Trends Magazine. • Established relationships with more than 30 industry analysts; company received positive analyst coverage in VoIP research quarterly reports. • Applied for and received 5 innovative technology awards. Company named as #2 VoIP company in nation.

UScellularVice President, Communications

Apr. 1998 - Apr. 2003Chicago, ILManaged omni-channel marketing for direct sales, major accounts, ecommerce, tele-sales and retail. Led product marketing strategies in 144 markets. Managed team of 21 and budget of $14M. Directed consumer marketing and communications strategies for multi-channel sales environment including retail, direct sales, inside sales, e-commerce. • Created marketing program for 4 million customers, 450 company-owned retail stores, more than 1,200 authorized agent locations, 300 dealers and big box retailers. • Led company rebranding/identity efforts, implemented across all marketing platforms. • Launched company’s first ecommerce platform on corporate website to support sales and product offerings. • Implemented internet content management strategy for newly launched corporate and ecommerce sites resulting in a 53% increase of viewership. • Worked on numerous M&A deals during tenure, part of integrations operations team. • Developed company’s first public affairs outreach programs targeting key government and local business leaders. • Created CEO thought leader platform resulting in major trade publication coverage. • Developed company’s first crisis response communication; institutionalized program across all regions to reduce company risk exposure. • Provided marketing expertise to Investor Relations for quarterly financial releases, annual report development, and shareholder communications. • Promoted three times; Other roles- Director of Marketing Communications; Manager Marketing Communications