Summary

Michelle is a senior marketing manager and digital strategist with 15+ years experience directing integrated marketing strategies using digital tools and leading multi-disciplinary teams. She has advanced knowledge of digital marketing, content marketing and demand generation - in using technology to market and marketing B2B technology solutions.


Skills

Skills
Marketing and Digital Strategy

Research and understand market segments to develop marketing strategies and plans that best leverage current and emerging digital and online, inbound marketing practices

Messaging and Positioning

Develop company and product messaging and positioning to support distinct, competitive context for go-to-market strategies.

Website  Management

Website planning and development, and project management, Web copywriting and editing, SEO experience.  Launched new company Websites for various businesses.

Content Marketing (Strategy and Writing)

Writing and Editing Company and Product Communications - brochures, case studies, bylined articles, white papers, blogs, Web copy, press releases, online articles, eBooks etc - to support thought leadership and demand generation.

Corporate and Marketing Communications

Working knowledge across all tactics and channels for corporate and marketing communications. Able to plan, conceive and execute marketing programs and campaigns to completion on time and on budget.

B2B Marketing and Sales

Combined ten-plus years in marketing and prior 7 years in business development; B2B technology products (software and hardware) and professional services. North America and EMEA exposure.

Work Samples

Work History

Work History

Burst Technology Marketing

2008 - Present

VP, Marketing and Digital Strategist - Digital Marketing Coach

Burst Technology Marketing provides on demand marketing services to help bsuinesses build awareness and generate demand.

Marketing Services include, among others:

  • Messaging and positioning
  • Content creation - writing and editing brochures, case studies, white papers and sales tools
  • Web content management - web site information architecture, content management
  • Demand generation campaign planning and execution, project management

Some examples of projects include:

  • Helped IBM and Microsoft Business Partners to acquire new customers
  • Developed corporate and product messaging for several high tech start-ups
  • Project managed demand generation campaigns, product launches and seminars.
  • Media relations and outreach
  • Wrote and managed creative production of marketing materials including product and service offering brochures, presentations, case studies, white papers and direct mail.

Representative clients include Jazinga, AgileBuddy, ThinDesk, First San Francisco Partners, WorkBrain, Critical Path, Systemaxx, MRS Company, InfoSkill, CPA Canada, iTracMarketer, Scotiabank, IBM.

Digital Marketing Instructor

Foundations of Digital Marketing Management SCS2844. Led the development of the Digital Marketing Management certificate program including building curriculums and teaching 2,000+ professional learners.

Digital and Corporate Communications Marketing Manager

Spearheaded company website redesign: developed website objectives, vendor services and creative briefs, sourced and managed web design and development vendors, wrote and edited web copy for 120 page site and led ongoing project oversight and site launch.

Responsible for website natural search engine optimization (SEO): sourced and managed SEO vendor, keyword research, optimized code and link building programs, and monitored website rankings.

Managed corporate branding and marketing collaterals content (writer and editor) and design production. Includes trade events signage and materials, brochures, white papers, case studies and advertorials.

Public relations editorial and ghost writer for bylined articles and press releases.

Education

Education

Bachelor of Commerce

President, AIESEC - International Association of Students in Economics and Commerce

Public Relations, Continuing Education

Continuing educations courses: Public Relations Principles I and II, and Media Relations