CAREER SUMMARY

High-energy marketing professional with diverse experience. Resourceful, creative team player who loves collaborating in the areas of SEO/PPC, integrated campaigns, content, communications, branding, and analytics. Data-driven decision maker who adds value by creating strategic plans with an eye to best practices, benchmarks, and company goals. Solid skills in:

-Critical and creative thinking

-MS-Office, Google platforms

-Market research/analysis

-Content strategy: creation, promotion, and management

-Search engine marketing, including SEO, GTM, Google Ads, Bing Ads

-Project management – Jira, Basecamp, Confluence, Box, Flow

-Program execution – advertising, email, direct mail

-Copywriting, editing, proofreading

-Website management including redesigns, launches & optimization

-Social media, blog management

-CRM, CMS, email and marketing automation tools

-Proficient in Adobe products

PROFESSIONAL EXPERIENCE (more details at www.linkedin.com/in/wformichelli)

GLOBALSIGN INC Portsmouth, NH Digital Marketing Manager (March – November 2022)

-Created SEO action plan across multiple websites. Added missing H1 tags to product/resource 60+ pages. Used Semrush keyword tool to cluster 15K keywords by URL (700). Reduced keyword cannibalization by prioritizing top product/blog pages

-Managed online advertising strategy including PPC, display/remarketing ads, and content amplification

-Optimized product pages, landing pages, and web forms to increase conversion rates and drive traffic

-Integrated content marketing pillars (videos, blogs, press releases, articles, etc.) into website strategy and CMS (Concrete 5)

-Leveraged program assets including webinars/videos, custom landing pages, content syndication, digital sales tools

-Assisted regional/global marketing teams with systems process training, translation, and website/page updates

-Developed, implemented, optimized global email nurture campaigns for segmented audiences; reported on campaign KPIs

-Managed marketing database and new prospect lists (ZoomInfo), segmentation, optimization, and GDPR compliance

-Improved global marketing automation system process (Pardot) to meet sales objectives; measured, analyzed, and reported on integrated campaigns against department and sales objectives

VIGILANT INC Dover, NH Marketing Manager (January 2020 – March 2022)

Management position reporting to the President/CFO. Develop, implement, oversee, and analyze all B2C and B2B marketing programs to align with acquisition, brand and engagement strategies. Create content/assets to increase web traffic, lead generation & brand awareness. Use project management skills to guide campaign creation, completion & analysis.

-Lead gen/nurture & content creation: created/optimized digital content including webpages, forms, conversions, blog posts, landing pages, digital assets (catalogs, videos, manuals) via Google Tag Manager. Managed Google Ad/Shopping campaigns

-Website management: Utilized Google Search Console/Moz insights to improve website health. Increased new users across all channels by 21% (organic 15%; social 119%). Launched website redesign in WordPress/WooCommerce

-Email/database management: grew database to 42K+. Segmented user groups, created content to increase open rates, CTR, and revenue. Campaigns included new product launches, e-news/blogs, lead nurturing, etc.

-Social media: managed social channels with marketing assistant. FB followers 43%, IG 28%. Developed video concepts for photo galleries, product comparisons & thought leadership. YouTube subscribers and watch times 15%

-Established relationships with guest bloggers/podcasters/influencers to increase exposure and position company as a thought leader; create partner marketing program; arrange/promote appearances by President

-Coded/tracked campaigns, metrics, benchmarks. Proposed/managed marketing plan for senior leadership

NEXTUSE LLC Dover, NH Marketing Manager (2019 – 2020)

Management position with an IT asset disposition start-up reporting to CEO. Created B2B marketing strategy to drive leads, web traffic, brand awareness, and press coverage. Developed content strategy for verticals including IT managers, resellers, brokers, recyclers. Optimized webpages/SEO for targeted keywords in WordPress, updated meta data (Screaming Frog), updated live chat (Drift). Email marketing & major database cleanup project of 15+ audience lists; merged, purged and tagged records for account-based marketing (ABM). Developed blog and social calendar to establish brand across Twitter/FB/LI; engaged like-minded orgs. Launched Salesforce Essentials. Set up sales process, customized fields, imported data, integrated team requirements

LIVE PURE, INC. Newington, NH Director of Marketing (2017 – 2018)

Senior position with technology start-up reporting to CEO. Created B2B and B2C marketing plans and budgets to drive brand awareness, press coverage, web traffic, conversions, and sales. Developed B2B/B2C marketing plans, campaigns, and budgets to drive brand awareness, press coverage, web traffic, conversions, and sales. Used project management skills to see all campaigns through ideation to completion. Created digital marketing strategy: identify target audiences, develop assets, relaunch and optimize website in WordPress (Q1-Q2 organic users 69% & 25%, respectively), launch new blog, and create Google campaigns (search, display, retargeting, shopping). Managed direct mail and email across verticals (list buys, collateral development, ROI analysis). Conducted media buys based on targeted demographics. Create print, online, television, and radio ad campaigns including copywriting/scripting, creative, storyboarding, budgeting and project management. Developed social media strategy across Twitter, FB, and LI. Grew followers through engagement with like-minded individuals. Established brand as a thought leader in green/healthy living space. Managed seasonal staff/vendor relationships, providing direction to meet department goals

ADMIX, INC. Londonderry, NH Marketing Manager (2015 – 2017)

Management position with a technology company reporting to the Director of Sales & Marketing. Developed strategies across food, beverage, pharmaceutical and cosmetic verticals to generate leads and meet company goals, working closely with Sales.

-Developed global marketing budgets ($450K+), media plan & advertising for digital channels, collateral, and trade shows

-SEO and PPC for U.S/EU websites. Relaunched website with responsive design (organic sessions up 79% in 11 weeks)

-Directed email marketing strategy and maintained databases

-Created and executed targeted quarterly loyalty/direct mail campaigns. Coordinate formatting, packaging, costing

-Researched market trends and competitors. providing insights to Sales. Created partner sales enablement tools

-Prepared press releases and marketing plans for new product launches, industry trends, etc.

-Managed trade show program including design, utilities, logistics and promotion

-Developed, coordinated, and leveraged videos (product/industry/sales/training)

-Presented marketing plans at annual sales planning meetings and sales training schools

WEGOWISE Boston, MA Director of Marketing (2014 – 2015)

New management position with an energy benchmarking start-up reporting to the VP of Operations. Created diverse marketing plan including lead generation initiatives aligned to revenue growth, digital/print advertising, email marketing, conferences, memberships, and social media efforts. Expanded partner marketing by creating case studies, feature articles, sales tools, landing pages, and white papers. Managed WegoWire blog, wrote guest blogger guidelines, curated content to increase subscribers. Leveraged social channels (LinkedIn, Facebook, Twitter, and Google+) increasing audience 18%. Drove inbound leads through SEO/landing pages. Increased web visitors and sessions. Executed outbound email campaigns through compelling copywriting and targeting. Collaborated with external PR firm. Used marketing automation tools (Hubspot), CRM (Salesforce), and Google Analytics for program measurement

SOPHOS, INC. Burlington, MA Global Marketing Programs Manager (2011 – 2014)

Management position reporting to Vice President of Corporate Marketing for global $400MM IT security company with 1,600 employees. Led a team including a communications specialist, online blogger and marketing associate, effectively managing:

-Content Strategy: Produced digital assets including white papers, blog articles, datasheets, case studies and landing pages. Evaluated calls-to-action and created asset inventory to track asset lifecycle, from initial strategy to final proofing. Leveraged 35+ assets to generate 35K Salesforce leads. Managed workflows through procurement, production, review and approval by subject matter experts; categorized content for CMS. Translated/localized content on six regional sites. Identified content to meet business objectives, metrics and user experience (UX). Drove editorial calendar and shaped content for online delivery including adherence to AP style guide, vanity URLs, keyword rankings, and refreshed index pages/forms

-Search Engine Marketing: As lead global SEO strategist, used best practices, marketing plans and content mix to increase organic traffic. Team lead for website relaunch responsible for content migration, meta data creation and regional launches (DE, FR, IT, ES, JP). Launched Chinese website with Chinese marketing manager, content creators, and web teams. Managed $300K global Adwords budget, setting KPIs for search, display, and retargeting campaigns. Created targeted keyword lists, ad copy and landing pages; benchmarked CPL, conversions and MQLs; optimized and A/B tested

-Campaign Management: Implemented integrated marketing campaigns. Defined program elements, ensuring consistent execution, branding, metrics tracking, workflow and delivery. Built relationships with Program Managers, Sales and Channel Marketing. Applied project management skills and advised stakeholders on high-level deliverables, timelines and metrics

OTHER EXPERIENCE: POWERSPAN CORP. – Communications Specialist for a clean energy technology start-up. IRVING OIL – Marketing Manager: Managed strategic marketing plan & $3MM budget, staff & price protection program, advertising, direct mail & home show events. LONZA – Marketing Project Manager/Public Relations Specialist for a $1B global life sciences leader. Managed events, tours/visits, community relations, vendors, collateral, databases, media buys. LINDT CHOCOLATE – Marketing Manager/Analyst for a $1B premium chocolate company responsible for managing $2MM retail marketing budget including direct mail/lists, product launches/collateral needs, radio/TV/print ads, catalogs, coupons, signage, events, photo shoots

EDUCATION – Bachelor of Arts. University of New Hampshire and Boston College. GPA: 3.3

PROFESSIONAL DEVELOPMENT – Marketing, SEO, analytics, branding webinars; Boston SEO Conference; media training

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