A little about Michelle
I am a marketer at heart. I love dissecting what makes a compelling marketing experience, whether it is the creative, the process, campaign optimization—all of it, really! I enjoy rolling up my sleeves and getting into the technical aspects of what works and what doesn’t.
I tweet under: @shellkillebrew
Digital Marketing Excellence & Strategic Marketing Thought Leadership
I am passionate about marketing, especially innovative digital marketing strategies that deliver a superior brand experience—from initial acquisition through to loyal customer—and increase growth and profitability.
I recently led an amazing team of innovative and data-driven marketers as Group Vice President of US Marketing for an independent multi-billion dollar investment management firm. We were focused on fast paced expansion with the ambition to dominate our chosen markets. Utilizing Online (Display, Search, Email, Social Media, Native Advertising, and Newsletters) and Offline (Direct Mail, Print, Inserts, DRTV and Radio) channels to reach target group of high net-worth individuals. I personally designed and delivered a multi-year marketing technology road map and focused on fostering a collaborative culture as part of a digital marketing transformation initiative.
Previously, I held several progressive and strategic roles with IBM.
Lastly leading Digital Marketing Transformation for the Cloud business unit. In this newly created role, I led a global performance marketing team responsible for the marketing strategy and lead generation engine for the division, including a digital lab designed to optimize digital platforms. My team of digital marketing experts focused on developing the strategy and implementing the tools and campaigns necessary to transform the digital experience for Cloud; specifically, the digital experience for demand generation/digital direct marketing (including analytics strategy), content syndication, programmatic media buying, IBM.com/cloud (with its own agile digital team focused on web development), organic search/SEO and collaborating closely with the IBM Cloud Marketplace and content marketing teams.
I led the go-to-market strategy for IBM Social Business. My team focused on defining the market positioning, messaging, solutions, cross-brand portfolio, and the creation of valuable research and thought leadership content to shape the new definition of what defines a social business and how organizations can embrace this next information revolution in the to drive people-centric engagement for customers, employees and citizens.
I headed up the worldwide go-to-market and revenue-bearing demand generation campaign strategy for IBM's (then) new Smarter Commerce initiative. My team was responsible for marketing B2B, Commerce & Enterprise Marketing Management solutions to meet the needs of the empowered customer. I continue to be excited to bring new digital technologies and best practices to life within the IBM Demand Generation organization through the success of thought leadership and proof-of-concept initiatives I was able to bring into fruition.
Prior to assuming a management role over the larger initiative, my focus was in the Enterprise Marketing Management (EMM) division, an initiative designed to optimize marketing from acquisition to loyalty with customer-centricity at its heart. EMM is based on the combined IBM acquisition of Unica and Coremetrics, where since 2008 I have led and managed the integration and use of Coremetrics' own technology (web analytics and other re-marketing applications) into all aspects of campaign programs.
Experienced in a variety of marketing disciplines—both B2B and B2C.
I have over 16 years of high-tech marketing experience and hold a B.S. in Economics from Santa Clara University.
For additional detail, please visit my LinkedIn profile.
I live and work in the San Francisco Bay Area with my husband and our pets.
My husband and I enjoy wine tasting and frequent Napa. I have rediscovered my appetite for reading with paperback novels, professional books, stocked kindle for the plane and online reads (big Flipboard fan!) are all going at once :)
Being by the water brings me peace.
Check out my Flipboard magazines:
Note: Thoughts on this site are my own and drafted in my spare time. Enjoy!