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

Direct Marketing News 2014 40 Under 40 Award Winner

#2 in @Onalytica #B2B #marketing: Top 200 Brands and Influencers based on their Twitter analytics.

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 am a builder. I love to inspire teams while leading Marketing (“with a capital M”) to be a strategic value creation organization and drive real business impact.

As Chief Marketing Officer for the Americas region (USA, Canada, Brazil, Mexico, Chile, Argentina), it is my privilege to lead the talented team helping to define the new NTT Ltd. brand story, amplify it in region, create significant demand and increase market share. Joining as a strategic hire for transformation journey to global marketing operating model, I have supported my team through significant transformation, including: marketing sourced pipeline creation (inclusive of BDR program refresh), launching ABM program, reviving channel alliance marketing strategies, while reframing relationship between Sales & Marketing for strategic GTM collaboration.

Additionally, I currently serve as an advisor for Proof Analytics, a cutting-edge SaaS analytics startup that integrates data from unlimited sources and owners into a fully instrumented framework of computed “cause and effect” relationships. These relationships often include data from marketing, communications, sales, HR and other parts of the business, as well as data from external third-party sources (macro-economic data, reputation scores, etc.). The software uses that data to automate large numbers of time-shifted correlations, delivering a dashboard of computed attribution and business impact. As a data-driven marketer, I love the insight that Proof enables.

I was honored to have established and led Marketing for PwC’s newly formed Products & Technology division while working with an amazing team that is leading true digital transformation within a prestigious 170 year old organization. With over 100 (and growing) product offerings and building of the learnings from PwC New Ventures and the Digital Products team, we be created new business models in a variety of emerging cloud technology solutions, including IoT, AI for FinTech, Workforce of the Future, Cybersecurity, and more. I had the perfect opportunity to blend my experience in startups, enterprise and regulated industries to create real value (and new lines of revenue) for PwC.

Prior to CA Technology’s acquisition by Broadcom, I was part of the leadership team that was assembled to evolve its Marketing practices to be modern, data-driven and performance-based. In my short tenure, I am proud that my team was able to drive significant pipeline turning around 2 business units.

While Chief Marketing Officer for Nomiku—the creators of the sous vide at home movement, the first WiFi connected sous vide device, and the 'smart subscription' meal delivery service—I focused on establishing and scaling growth in ecommerce, retail and subscription sales. This was an exciting role following a strategic investment in the startup from Samsung. Nomiku Sous Chef Meals delivery program is off to an amazing start with incredible week-over-week growth and almost immediate reorders for the gourmet meals.

In 2016, I 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. I led multi-billions of dollars of new client acquisition 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 the firm’s 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 24 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.

Note: Thoughts on this site are my own and drafted in my spare time. Enjoy!