adiqwo@r.postjobfree.com +1-717-***-**** Based in Boulder, Colorado // Excited to relocate anywhere in the world.

MICHELLE WHITE MARKETING LEADER & STRATEGISTI am a goal-driven marketing executive with 15+ years in the tech, arts & outdoors industries. A team leader with expertise in marketing strategy, motivating leadership, and agile workflows in SaaS, brand, events, and e-commerce environments.

I thrive in companies with a mission that values my professional passions: people + planet + profit.

EXPERIENCE

SketchUp/Trimble Architecture & Design, Boulder, Colorado

JANUARY 2020 - PRESENT — Director of Marketing

●Direct a team of seven global marketers who drove $13.5M in revenue and ARR in a SaaS platform through retention campaigns and analytics-based programmatic marketing strategies

●Manage a $5.6M budget to support a global paid media program, SEO strategy, demand generation program, CRM-based programmatic campaigns, bi-annual user conference, global training events, and partner marketing

●Key stakeholder for C-level strategy decisions, key influencer of revenue & customer success initiatives

●Leveraged Customer Data Platform to create real-time campaigns that influenced churn-risk users to re-engage

SEPTEMBER 2018 - JANUARY 2020 — Senior Manager, Product Marketing

●Executed persona-based marketing campaigns, ABM, content strategy, and lead scoring programs to influence $9.3M in direct via web revenue

●Directed marketing assets to launch the switch to a subscription-based business model:

Develop new customer funnel, redesign marketing website, product new customer journeys, optimize strategies and channels with customer success content

●Developed personas by conducting market research, and built content verticals to drive movement through our funnel to influence conversion and retention

OCTOBER 2017 - SEPTEMBER 2018 — Marketing Manager

●Launched a quarterly promotional strategy, aligned global messaging, and elevated SketchUp’s brand integrity

●Created blog content, produced a monthly newsletter which was sent to a 14M person audience with an average 22% open rate, 14% clickthrough rate, and consistent 3.5% conversion rate

Gaiam, Louisville, Colorado

SEPTEMBER 2015 - OCTOBER 2017 — Digital Marketing Specialist

●Drive $1 million annual revenue and engagement through paid search, paid social campaigns, and SEO management

● Lead online initiatives driving net new, and win back revenue growth through email, organic & paid search, UX improvements, affiliate marketing, social, and display

Earn The Turn, Worldwide

SEPTEMBER 2013 - PRESENT — Digital Marketing Director

●Managed travel blog while traveling Southeast Asia for 1 year: Product content, manage photography, tweets, Instagram, Pinterest, Google Analytics

● Monitored 5,000+ visitor traffic with Google Analytics to optimize my consistent 80% new visitors, and social media engagement with HootSuite

●Administered search engine optimization efforts by creating and testing keywords, strategic text, and monitoring trends

University of Colorado Alumni Association, Boulder, Colorado

MARCH 2011 - SEPTEMBER 2013 — Email Marketing Manager

●Created and managed collaborative project-based marketing plans

●Aligned the Association’s messaging by managing strategic communications with a results -informed engagement plan.

Greater Philadelphia Cultural Alliance, Philadelphia, Pennsylvania

DECEMBER 2010 - MARCH 2011 — Marketing Coordinator

●Created and executed the CA's 5 year Marketing Engagement Plan with cross-departmental teams

●Worked with Salesforce integration to overhaul the user interface (UI) of member website functionality

MARCH 2008 - DECEMBER 2010 — Marketing Assistant

●Managed redesign of the UX for the Phillyfunguide.com website, and Funsavers email newsletter and managed content.

●Administered weekly, monthly, quarterly, and annual reporting of program statistics and lead programmatic changes as a result.

EDUCATION

Cornell University, Ithaca, NY, USA — Diversity & Inclusion Certificate — 2021 (expected)

ICAgile, Denver, CO, USA — Certified Agile Marketing Professional — 2020

Temple University, Philadelphia, PA, USA — Certificate in Editing — 2010

York College of Pennsylvania, York, PA, USA — B.A. Business Administration & Art History — 2006

SKILLS

Strategic marketing, brand management, team direction, product launches, people management, programmatic marketing, demand generation, campaign construction, event marketing, content development, SEO, analytics, revenue-driving initiatives, conversion rate optimization, product marketing, social media management, advertising strategy, agency management, budgeting P&L, annual recurring revenue (ARR) support, SaaS, omnichannel marketing, Marketo, Salesforce, DOMO, Asana, Amplitude.

PERSONAL INTERESTS

Long-distance trekking, humor, succulents, sushi, gardening, Bill Murray, cooking, human rights, stand-up comedy, backcountry adventures, David Sedaris, dogs, The Office, live theater, craft beer, kindness, traveling, and fried food.

LINKEDIN: linkedin.com/in/michellelouisewhite

BLOG: www.earntheturn.com

INSTAGRAM: @earntheturn

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