Michael Fletcher

Dallas, TX 214-***-**** acggqe@r.postjobfree.com www.linkedin.com/in/mjfletcher

Product Marketing Management

Dynamic growth leader creating digital and offline strategies that drive customer acquisition and engagement maximizing

market share, while driving brand consistency in the digital, online and traditional marketing space. Corporate marketing

and advertising agency leader with ability to translate business goals and objectives into successful go-to-market

strategies through multi-channel marketing and advertising campaigns that strengthen brand identity engage target

audiences and spur business growth within ecommerce, software, technology and financial services industries.

Marketing Communications Product and Sales

• • •

Content Marketing Customer Acquisition Strategy Product and Field Support

• •

Strategy Campaign Strategy Affiliate Marketing

• Digital & Mobile Media • •

Brand Development Go-To-Market Launches

• • •

Multi-Channel Marketing Budget Management Product Management

• Ecommerce • •

Writing and Editing Marketing Technologies

• Digital Analytics

Professional Experience

SUCCESS Partners, Lake Dallas, TX 2013-

Present

Online retailer and magazine providing professional development solutions for international entrepreneurs and small business

owners.

Ecommerce Marketing Manager

• Develop

marketing strategies for the expansion of mobile advertising for 3 ecommerce retail stores that guide progression of a $20

million product portfolio using web analytics, segmentation, online research and click rate/conversion rate data.

• Evaluate

product marketing mix and provide long-range strategy for brands; create supporting tactical plans. Lead competitive

research and expand reach of established brands through revising target definition. Translate strategies and segment

insights into business drivers to grow sales. Increased annual product sales by 22% within the first year.

• Hire, train and

mentor marketing staff by introducing efficient processes while coaching team in best digital marketing practices, content

and A/B split testing for all target segments leading to steady increase in customer reach resulting in: Website – 500,000

visitors per month (30% growth 1st year), Facebook – 3.5 million fans (110% growth 1st year), Emails - over 6 million per

year to a customer database of 350,000.

• Implement

shopping cart abandonment programs and create a series of trigger email campaigns to steadily increase click rates and

conversion rates in all customer segments by utilizing tools such as: LAYAR technology, Magento, Listrak (ESP), Google

Analytics, social media campaigns, websites, targeted email and weekly branded newsletters. Programs captured $60K in

potential lost sales in the first year resulting in an ROI of 900%.

• Manage 3

ecommerce stores, product development and department staff in product management, web design navigation, affiliate

program marketing and email pull campaigns.

GBI DESIGN, Dallas, TX 2002-2012

Advertising agency providing measurable traditional, digital, and online branding solutions.

Client Marketing Director

• Principle

client liaison ensuring flawless execution of product campaigns, strategy, segmentation, and testing. Prepared

Michael Fletcher

Dallas, TX 214-***-****

scope, estimates, requirements, and reporting for multiple concurrent initiatives across client strategy. Ensured

availability of project resources, monitored project efforts, and key project deliverables.

• Managed

development, production and deployment of 40+ concurrent projects that supported product development,

customer experience and communications for customer acquisition programs for affiliate loyalty and relationship

programs utilizing direct mail, email, and online marketing.

• Developed

and managed project lifecycles – initiation through completion - for ecommerce web sites, display advertising, direct

response, CRM, and search optimization projects.

EPIC REALM, INC, Richardson, TX 2000-2001

Technology venture providing virtualization and data transfer solutions for ecommerce industry.

Marketing Services Manager

• Partnered

with business stakeholders and technology teams to prepare scope, estimates, and requirements for multiple concurrent

marketing initiatives. Managed $15 million marketing budget and internal creative staff.

• Targeted over

55 million C-level executives in product marketing launch program producing over 3 million website hits within first

month of campaign exceeding sales lead goal by 300%.

• Develop business cases for potential ecommerce opportunities (partnerships, product solutions), including

market sizing, market segmentation, financial analysis (ROI) and pricing.

• Oversaw

statements of work, deliverables, budget and schedule for external vendors.

TEXAS INSTRUMENTS, Dallas, TX 1995-2000

Leader in design and manufacturing of semiconductor solutions for analog and digital application processes.

Marcom Program Manager

• Developed

and executed strategic global marketing campaigns for telecommunications semiconductor product division.

Managed $5.4 million budget while directing cross-functional teams in developing global branding campaigns

through interactive marketing including partner programs, landing pages, online advertising, SEO, trade shows,

email, events and program analytics.

• Core member

of the program management team accountable for structuring and driving technical documentation to corporate

website, resulting in $650K savings in annual printing expenses. Managed deliverables, reporting and project

governance.

• Scoped and

managed roll-out of triggered email programs based on customer activities and preferences. Partnered with

business stakeholders across business divisions and various levels of management, facilitated assessment

sessions, documented and distributed decisions for next steps and timelines.

Prior Experience

USLIFE AGENCY SERVICES, Schaumburg, IL 1992-1995

Agency providing loyalty and relationship programs to major credit card issuers and financial institutions.

Marketing Manager

• Increased

direct response acquisitions by 15% in western region of U.S. impacting profitability, brand awareness and

financial performance through establishment of client product marketing strategies.

Michael Fletcher

Dallas, TX 214-***-**** acggqe@r.postjobfree.com www.linkedin.com/in/mjfletcher

DISCOVER CARD FINANCIAL SERVICES, Riverwoods, IL 1988-1992

Major credit card issuer in the financial services industry.

Product Manager, Fee Enhancement

• Managed

product lifecycle and marketing execution strategy for growing annual product revenue in excess of

$50 million, exceeding forecast by 8%. Developed lifecycle analysis, financial forecasting and marketing

segment testing to ensure revenue and customer satisfaction goals were achieved. Created and managed annual

marketing budget of $10 million with P&L responsibilities.

Education

Masters of Business Administration, Texas Woman’s University, Denton, TX (in progress)

Bachelors of Arts, Marketing Communications, Western Illinois University, Macomb, IL

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