Marketing Communications
Resume:
832-***-**** ****************@*****.*** linkedin.com/in/michellewicmandy Houston, TX
CAREER ACCOMPLISHMENTS
** ***** ** ********** ** marketing leadership, driving strategic initiatives, and elevating company profiles.
Member of Forbes Communication Council.
Generated $3M in sales and over 250 monthly leads by highlighting business unit achievements, uncovering new market opportunities, and capitalizing on cross-selling potential.
Authored in digital marketing and energy industry, with 3 book chapters, over 40 blog posts, and over 50 articles published in reputable academic and industry journals.
Coached 50+ subject matter experts and extensively reworked their drafts, often approaching full authorship, resulting in a significant body of work showcased on KBC's whitepaper repository and ghostwriting influential posts for Yokogawa's corporate blog.
SKILLS
Marketing Leadership Project Management Social Media Strategy
Marketing Strategy Content Development Product Marketing
Thought Leadership Management Brand Management Market Research
Digital Marketing Web Analytics and Analysis
WORK EXPERIENCE
MARKETING & COMMUNICATIONS 2021 to Present
KBC Global Houston, TX
Reported to the Executive Vice President of Technology, who directly reports to the CEO, driving strategic marketing leadership that aligns with executive vision and objectives.
Led strategy and execution of marketing and communications, enhancing the company’s profile in sustainable energy by 45% through key research dissemination.
Directed 20 global brand campaigns from the ground up, with a comprehensive marketing plan and research strategy, establishing the organization as an industry thought leader.
Managed product launch strategies for 6 business units, getting a 40% reduction in time-to-market.
Achieved a 40% growth in the LinkedIn community by regularly publishing relevant content.
Established a Thought Leadership division and managed a $150k budget for developing a specialized editorial tracking platform to improve content strategy and measurement.
Cultivated editor relationships expanding into 15 academic and trade journal channels, resulting in 50+ publications with a 4M+ circulation and 6M+ subscribers in 6 months.
Collaborated with 6 product managers to orchestrate campaigns for each business unit, translating SMEs insights into diverse content forms for targeted marketing initiatives.
Worked with consultants to review and refine sales proposals, enhancing readability for documents exceeding 100 pages.
Generated branded marketing materials and guided launches for 6 product lines to cover for Product Marketing Manager.
FRACTIONAL CHIEF MARKETING OFFICER 2021 to 2023
Dissertation By Design Raleigh, NC
Progressed from dissertation coaching to Fractional Chief Marketing Officer, leading the company's marketing direction and improving brand engagement.
Enhanced firm visibility and digital marketing competence by advising leadership on online, social, and mobile advertising strategies and implementing innovative tools and SEO tactics.
Drove a 15% increase in lead generation and conversion rates by pinpointing and leveraging critical success factors in SEO, PPC, and social media marketing campaigns.
Analyzed website analytics to create strategies to increase traffic by 20%, creating a new successful program alongside email marketing campaigns and Facebook and Instagram advertising efforts.
MARKETING CONSULTANT 2012 to 2023
Imagina Communications Houston, TX
Participated in community events alongside the CEO, demonstrating a commitment to corporate social responsibility and enhancing the company’s community engagement.
Collaborated with the CEO and stakeholders to create integrated marketing and communication plans to build market share.
Developed marketing communications strategies to increase brand awareness, engagement, sales, and market share.
Analyzed web metric data, providing insight into web metrics that influenced improvements in website and navigation.
DIGITAL MARKETING CONSULTANT 2011 to 2012
Brand Extract Houston, TX
Analyzed and reported web analytics for B2B brands, delivering data-driven insights and strategic recommendations to optimize online presence.
Prepared Google Ads PPC campaign reports and crafted SEO-enhancing content, including meta tags and descriptions, to increase search engine visibility for high-profile clients.
MARKETING DIRECTOR 2009 to 2011
Southeast Media Houston, TX
Served on a committee with the CEO, whose recognition of my contributions and capabilities led to a direct hire into the company.
Excelled in dual leadership roles, directing marketing for independent grocer accounts and spearheading interactive development with innovative digital and direct marketing campaigns.
Improved agency retention and transformed into a full-service, one-stop shop by broadening offerings to include SEO, custom analytics, website development, print, and digital services.
Cultivated 5 key client relationships, resulting in an increase in online visibility and 30% open rates.
Served as the Director of Membership for the American Marketing Association-Houston Chapter.
PROFESSORSHIPS
ASST. PROFESSOR OF MARKETING
Texas A&M University Texarkana, TX 2020 to 2024
Recruited by former department chair at the University of Houston-Downtown to teach undergraduate students via video conferencing.
Delivered 100+ lectures online to undergraduate and graduate students on Consumer Behavior, Principles of Marketing, Marketing Management, Promotional Strategy, and Sales Management.
Presented research on Branding and Anthropocene at the IABPAD International Conferences in New Orleans, LA in January 2024.
ADJUNCT PROF. OF MARKETING & LECTURER
University of Houston-Downtown Houston, TX 1998 to 2020
Delivered 3000+ in-person and online lectures to undergraduate and graduate students on Customer Service Management, Digital Marketing, International Marketing, Principles of Marketing, Promotional Strategy, and Product Innovation.
Promotional Strategy class placed 2nd in a national competition to promote natural gas.
Led and mentored over 60 aspiring young marketing professionals via the American Marketing Association collegiate chapter from 2012-2015.
Presented research on organizational creativity and social media strategy, including notable sessions at the IBII International Conferences and the Dallas Fort Worth Writers Conference.
EDUCATION & PROFESSIONAL DEVELOPMENT
Doctorate of Business Administration, University of Liverpool
Dissertation: Increasing effectiveness of B2B marketing communication in social media context: Investigation of effects of post characteristics on audience engagement using a mixed methods action research approach
Master of Business Administration in Marketing, University of Central Florida
Bachelor of Science in Business Administration, University of Central Florida
Pragmatic Marketing Certification
Google Analytics and Google Ads Certification
HubSpot Content Marketing and Inbound Marketing Certifications
Board Member for Dream Catcher Stables
Forbes Communications Council
PRESENTATION AND PUBLICATIONS
ACADEMIC PRESENTATIONS
Wicmandy, M. & Hertel, F. (2024). Navigating Brand Identity: A Semiotic Approach to Choosing Organization Names. International Academy of Business and Public Administration Disciplines (IABPAD) Conference. New Orleans, Louisiana.
Hertel, F. & Wicmandy, M. (2024). Contemporary Business Issues or Education/Technology. International Academy of Business and Public Administration Disciplines (IABPAD) Conference. New Orleans, Louisiana.
Hertel, F. & Wicmandy, M. (2019). The role of metaphors in everyday creativity. Paper presented at the 2019 International Conference on Management, Leadership and Business Intelligence. Institution of Business Intelligence Innovation (IBII). Sam Houston State University, Huntsville, Texas.
Hertel, F. & Wicmandy, M. (2018). Managing everyday organizational creativity. Paper presented at the 2018 International Conference on Management, Leadership and Business Intelligence. Institution of Business Intelligence Innovation (IBII). Sam Houston State University, Huntsville, Texas.
Wicmandy, M. (2017). Social media channels help companies improve brand awareness and reach in the Intra-Americas region. Paper presented at The International Academy of Business and Public Administration Disciplines, New Orleans, Louisiana.
INDUSTRY PRESENTATIONS
Wicmandy, M. (2018). Using insights from social media to guide your strategy. Dallas Fort-Worth Writers Conference, Dallas, Texas.
PEER-REVIEWED ACADEMIC PUBLICATIONS
Wicmandy, M. & Hertel, F. (2024). ‘Choosing the right brand name for your organization – a case study analysis.’ (WIP)
Hertel, F. & Wicmandy, M. (2020). 'Metaphorical creativity: An aspect of everyday creativity,' Development and Learning in Organizations. Available from: https://www.ingentaconnect.com/content/mcb/081/2021/00000035/00000005/art00005
Hertel, F. & Wicmandy, M. (2018). 'Pandemonium jolts everyday creativity - a case study analysis,' Journal of Management Science and Business intelligence, 3 (2), pp. 1-8. Available from http://ibii-us.org/Journals/JMSBI/V3N2/Publish/V3N2_1.pdf
Hertel, F. & Wicmandy, M. (2017). 'The ontology of creativity in industrial cleaning,' Journal of Creativity and Business Innovation, 2017 (3), pp.112–126. Available from: http://www.journalcbi.com/ontology-of-creativity-in-industrial-cleaning.html
BOOK CONTRIBUTIONS
Wicmandy, M. (2024). Bridging the Workplace Divide: Unlocking Innovative Leadership. Leaders Press.
Ruiz, J., Montagna, P. & Wicmandy, M. (2024). Industrial Decarbonization and the Energy Transition. Elsevier/Science Direct. Contributing chapter: “Green Savings: Unveiling the Economic and Environmental Benefits of Efficient Storage Management in Renewable Energy Systems.”
Mertens, J., Mitchell, D., & Wicmandy, M. (2023). Industrial Decarbonization and the Energy Transition. Elsevier/Science Direct. Contributing chapter: “Building a Roadmap to Net Zero.”
Hertel, F. & Wicmandy, M. (2023). Making Sense of the Learning: Why and In What Sense Toys, Organizations, Economies, and Cities are Learning. Oxford University Press. Contributing Chapter: “The Global Learning Economy.”
Flemming, L. (2015). Reading for Thinking, 8 ed. Connecticut. Contributing material: "Captivating Readers While Attracting Web Crawlers."
TRADE JOURNAL PUBLICATIONS
PTQ (Digital Refining) Provides the most relevant content, highlighting the latest developments in the global refining, gas and petrochemical processing industries.
Wicmandy, M., Donepudi, J. & Tellez-Schmill, R. (2024). Navigating Crossroads: Revolutionizing Refining with Digital Twins Exploring Applications and Outputs Across the Refinery Landscape. PTQ (Digital Refining).
Hydrocarbon Engineering Publishes expert editorial and breaking news from the international downstream sector.
Pablo Jimenez-Asenjo, Federico Neira, Fernan Serralunga and Michelle Wicmandy (2023). Keeping Tabs on Emissions. Hydrocarbon Engineering. Hydrocarbon Engineering January 2023 Hydrocarbon Engineering
Nonprofit World The only comprehensive national leadership, management, and governance focused magazine in the nonprofit sector with international reach.
Wicmandy, M. (2018). Diverse workgroups spur positive change: Make the best use of your most valuable asset – people’s diversity and ingenuity. https://www.snpo.org/publications/sendpdf.php?id=2371
Website Magazine Reaches 120,000 qualified professionals and the largest audience of website owners and managers in the field throughout North America and beyond.
Wicmandy, M. (2023). The Magical Power of Corporate Storytelling
https://www.websitemagazine.com/content/the-magical-power-of-corporate-storytelling
Wicmandy, M. (2018). Banking on Social Capital
https://www.websitemagazine.com/blog/banking-on-social-capital
Wicmandy, M. (2016). Making Your Company a Talent Magnet, Website Magazine (100), page 12
https://www.websitemagazine.com/blog/making-your-company-a-talent-magnet
Wicmandy, M. (2015). Online Loyalty Programs Grow and Retain Customer Base, December 2015
https://www.websitemagazine.com/software/grow-and-retain-your-customer-base-with-online-loyalty-programs
Wicmandy, M. (2015). A Quick Guide to Outsourcing Digital Projects, August 2015
https://www.websitemagazine.com/web-development/a-quick-guide-to-outsourcing-digital-projects
Wicmandy, M. (2015). Value My Opinion! The Basics of Customer Surveys, Website Magazine (92), page 14
https://www.websitemagazine.com/blog/value-my-opinion-the-basics-of-customer-surveys
Wicmandy, M. (2015). Mobile apps: Productivity, performance & profit, Website Magazine (88), page 14. https://cpb-us-w2.wpmucdn.com/sites.gsu.edu/dist/b/1205/files/2015/04/MOBILE-APPS-1stx697.pdf
Wicmandy, M. (2015). Grow & Retain Your Customer Base with Online Loyalty Programs, https://www.websitemagazine.com/software/grow-and-retain-your-customer-base-with-online-loyalty-programs
Wicmandy, M. (2014). They said what? How to manage user reviews, Website Magazine (78), pages 20-21. https://www.websitemagazine.com/blog/they-said-what-how-to-manage-user-reviews
Wicmandy, M. (2014). Selecting the right design / development partner. Website Magazine (76), pages 12-13. https://www.websitemagazine.com/blog/selecting-the-right-design-amp-development-partner
Wicmandy, M. (2014). Quick Tips for Managing Your Email Inbox, https://www.websitemagazine.com/email/quick-tips-for-managing-your-email-inbox
Wicmandy, M. (2014). Credibility on the Information Superhighway, https://www.websitemagazine.com/marketing/credibility-on-the-information-superhighway
Wicmandy, M. (2013). Essential tools for the starter executive, Website Magazine (73), pages 67-68.
https://www.websitemagazine.com/blog/essential-tools-for-the-starter-executive
Wicmandy, M. (2013). Taking the offense against e-commerce chargebacks. Website Magazine (69), pages 18-19. https://www.websitemagazine.com/blog/e-commerce-charbacks-taking-the-offense
Wicmandy, M. (2013). Trust Me! Creating Credibility on the Information Superhighway, Website Magazine (66), pages 12-13. http://collectivechanges.net/trust-me-creating-credibility-on-the-information-superhighway/.
Wicmandy, M. (2013). Mission Possible? Designing a Friendlier User Experience, Website Magazine (65), pages 20-21. https://collectivechanges.net/mission-possible-designing-a-friendlier-user-experience-2/
Wicmandy, M. (2013). Mobile Unawareness: The Misuse of Mobile Can Hurt You, Website Magazine (62), pages 50-51. https://collectivechanges.net/mobile-unawareness-the-misuse-of-mobile-can-hurt-you/
Wicmandy, M. (2013). Captivating Readers While Attracting Web Crawlers, Website Magazine (61), pages 44-45.
https://www.websitemagazine.com/blog/captivating-readers-while-attracting-web-crawlers
Wicmandy, M. (2013). Delivering Complex Data That Sticks: Through Story and Visualization, Website Magazine (60), pages 56-57. https://collectivechanges.net/delivering-complex-data-that-sticks-through-story-and-visual-elements/
Wicmandy, M. (2013). Ecommerce Chargebacks: Taking The Offense, https://www.websitemagazine.com/ecommerce/ecommerce-charbacks-taking-the-offense
Wicmandy, M. (2012). Delivering Complex Data that Sticks, https://www.websitemagazine.com/marketing/delivering-complex-data-that-sticks
Wicmandy, M. (2012). Digital Content Etiquette, https://www.websitemagazine.com/content/digital-content-etiquette-
Wicmandy, M. (2010). Climbing the Ranks with Optimized Press Releases, https://www.websitemagazine.com/marketing/climbing-the-ranks-with-optimized-press-releases
Wicmandy, M. (2009). The Age of Digital Coupons, https://www.websitemagazine.com/ecommerce/the-age-of-digital-coupons
Wicmandy, M. (2009). Improving Visibility: Succeeding With SEO. https://www.websitemagazine.com/seo/improving-visibility-succeeding-with-seo
Wicmandy, M. (2009) Succeeding with SEO; Fishkin, Kahlow, and Alexander. https://www.websitemagazine.com/seo/succeeding-with-seo-fishkin-kahlow-and-alexander
Wicmandy, M. (2009). Getting Your Message Across. https://www.websitemagazine.com/marketing/getting-your-message-across
Wicmandy, M. (2009). Getting Scene In a World of Clips. https://www.websitemagazine.com/marketing/getting-scene-in-a-world-of-clips
Wicmandy, M. (2009). Viral Marketing: Surpassing Survival, https://www.websitemagazine.com/social-media/viral-marketing-surpassing-survival
RECENT BLOGS
Wicmandy, M. & Ruiz, C. (2023). Powering Tomorrow’s Refineries.
https://www.kbc.global/resources/blog/powering-tomorrows-refineries/
Wicmandy, M. & Spoor, M. (2023). How to Power Energy Cost Savings
https://www.kbc.global/resources/blog/how-to-power-energy-cost-savings/
Wicmandy, M. & Spoor, M. (2023). Clean Energy Transition Gains Momentum with the Inflation Reduction Act
https://www.kbc.global/resources/blog/clean-energy-transition-gains-momentum-with-the-inflation-reduction-act/
Wicmandy, M. & Spoor, M. (2023). Energy Efficiency Projects in the Era of Decarbonization
https://www.kbc.global/resources/blog/energy-efficiency-projects-in-the-era-of-decarbonization/
Speranza, A. & Wicmandy, M. (2023). Curbing Emissions Flow Assurance Models Unlock the Power of CCUS
https://www.kbc.global/resources/blog/curbing-emissions-flow-assurance-models-unlock-the-power-of-ccus/
Bealing, C. & Wicmandy, M. (2023). Digital Technology Saves Energy
https://blog.yokogawa.com/blog/digital-technology-saves-energy
Neiva, R. & Wicmandy, M. (2022). Let the benefits of the Cloud rain down
https://blog.yokogawa.com/blog/let-the-benefits-of-the-cloud-rain-down
Neiva, R. & Wicmandy, M. (2022). How AI-driven Model Maintenance Brings a New Era to Process Simulation
https://www.kbc.global/insights/blog/how-ai-driven-model-maintenance-brings-a-new-era-to-process-simulation/
Wicmandy, M. (2022). Manage Your Dissertation Research Using Simple Tips & Tools
https://dissertationbydesign.com/manage-your-dissertation-research-using-simple-tips-tools/
Wicmandy, M. (2022). How a Topic Sentence Improves Your Dissertation Committee’s Reading Comprehension + Recall
https://dissertationbydesign.com/how-a-topic-sentence-improves-your-dissertation-committees-reading-comprehension-recall/
Wicmandy, M. (2022). Does Your Dissertation Really Need Proofreading? Taking Your Dissertation from Blah to Ah
https://dissertationbydesign.com/does-your-dissertation-really-need-proofreading-taking-your-dissertation-from-blah-to-ah/
Wicmandy, M. (2022). Good Fitness and Mental Stability: Reaching Your Body’s Full Potential
https://dissertationbydesign.com/good-fitness-and-mental-stabilty-reaching-your-bodys-full-potential/
Wicmandy, M. (2022). A Clear Problem Statement Stems from an Organized Mind
https://dissertationbydesign.com/a-clear-problem-statement-stems-from-an-organized-mind/
DIRECTOR, HOUSTON ENERGY LEADERSHIP COHORT
MICHELLE WICMANDY, DBA, MBA
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