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Michelle Baxter

Social Media and marketing consultant with 10+ years in the entertainment & retail industries | Warner Bros, Sony, Rogers & Cowan | MFA, USC | BA, Princeton University

Work experience

January 2014December 2014

Digital Marketing Consultant

Baxter Consulting

Provide strategic consultation to executive leadership, production managers, and staff.  Develop and execute digital strategies designed to promote and market entertainment properties to planned and emerging audiences for individuals, small businesses, and digital agencies such as Cameo Content and BLKBX Creative Group.

  • Prepare scalable business plans, processes, analyses, and training designed to integrate robust analytics and social media methodologies into current roster of creative digital services, supporting executive efforts to develop social media divisions and increase revenue.
  • Develop and manage social media strategies in support of entertainment property’s overall marketing efforts, including Kickstarter crowdfunding campaigns that successfully exceeded client’s targets by 132%.
Jan 2012Jan 2013

Sr. Director, Strategy

Black Sheep SMG, Rogers & Cowan

Developed, executed, and oversaw digital strategies for the entire division: a client roster of over 60 brands, industry experts, and celebrities. Consulted & supervised with 4 departments of 50+ people, while providing strategic consultation to company partners. Succeeded in expanding client roster an additional 33%.

  • Consistently met or exceeded our monthly targets for 95% of clients. Built strategy department from a partnership of three to a team of 25 by identifying and training entry-middle level strategists, account managers, and coordinators on how to collaborate effectively as a team,
  • Designed departmental business processes and workflows for every department in the company, sourced cost effective management tools and trained all team members, resulting in improved efficiencies, an optimal flow of information throughout the agency, resulting in a 25% increase in productivity per employee.
  • Consulted cross-functionally with department heads to brainstorm, address challenges, and solve problems.  In this capacity, oversaw the hiring of staff and facilitated any turnover as needed.
  • Selected as key member of team to prepare for and lead VIP public speaking engagements on behalf of the company often presenting to high profile brands and individuals of 100 people or more.
  • Played a key role as Senior Project Manager in the development of clients content such as: websites, blogs, editorial layouts, podcasts, and videos.
  •  Developed new crowd-funding revenue for current and future clients that exceeded targets by 60%
  • Designed and prepared competitive analysis documents, Built budget and financial tracking tools, and designed communications processes between creative, accounts, and production for client agency, resulting in a much more streamlined marketing process.

Program Director & Founder

EnPointe Academics

Successfully built and grew online start-up business with a limited budget, breaking even in 9 months, and more than doubling the client base, working with reputable brands and agencies such as Catapult Marketing, Del Monte Foods, and Rand-McNally.

  • Built agile and profitable business financial models, developed targeted list of services and contacts to address the complex needs of client base and cross-promotional partners.
  • Developed and executed integrated social media and digital marketing campaigns to promote the company and its services.
  • Expanded online services to include: project management, script and manuscript editing, web design, social media, and consumer promotional marketing.

Producer's Assistant

Anonymous Content
  • Sourced and analyzed teleplays, scripts and manuscripts, directing & editing reels, and project submissions for an international roster of A-list clients  (writer, directors, and TV show-runners). 
  • Executive Assistant to company partner and Head of Commercials

Business Design Consultant

Gap, Inc.

Completed 9-month training in business fundamentals of Merchandising, Financial Planning, Marketing, and Global Production with high commendations.  Promoted from Associate Production Manager to Business Design Consultant to serve as resident expert on the direction and management of global product life cycles.

  • Developed and implemented long range strategies that contributed to a $250 million growth with savings of $185,000 annually. Led cross-functional creative and technical teams to serve, facilitate and manage daily production, tracking quality and safety details for the department while also maintaining a record of over 95% on-time delivery.
  • Led business process design, customization and training of ORACLE’s award winning retail management software for all Gap brands and online subsidiaries managing color, size and price points.



Princeton University

Major: History

Advanced Study: Mathematics, Physics, Chemistry, and Molecular Biology 


University of Southern California

An innovative two-year (four semester) full-time graduate program designed to prepare a select group of 25 highly motivated professionals for careers as producers or as executives in the entertainment industry.


Certificate in Theater and Dance

Princeton University


London Academy of Music and Dramatic Art
Certification in verse, prose, performance, and dramaturgy (theatrical history and literature)

Work Portfolio


Social Analytics

Data Visualization

Content Development

Business Process and Workflow Design

Team Building and Leadership

Digital Marketing

Strategic Plannng and Analysis

Budgeting and Financial Planning

Video Production

Social Media

Written and Oral Presentation