Michelle Orelup - Professional Work History

All-in-one cloud construction software for the global market.  (SaaS)  

• Increased conversions by 80% by building an inbound marketing funnel, optimizing UI/UX, and streamlining customer journeys from lead capture to conversion.
• Boosted qualified leads by 35% by collaborating with sales and product teams on omni-channel demand generation campaigns (email, PPC, social media, video), leveraging segmentation and A/B testing to refine targeting.
• Strengthened product positioning and competitive differentiation through market and keyword research, content strategy, and SEO-driven campaigns.
• Contributed 44% of annual sales by implementing an on-demand business intelligence solution, enabling advanced segmentation, real-time insights, and optimized campaign targeting.
• Launched and managed the COINS YouTube channel, generating 80,000+ new visitors annually and establishing it as a Top 3 referral source for daily traffic.

Integrated marketing solutions for small businesses   

Ongoing marketing consultancy delivering integrated strategies for B2B and SaaS companies.

• Delivered integrated marketing strategies for small businesses and SaaS companies, focused on SEO, product marketing, and demand generation.
• Designed account-based marketing (ABM) strategies that lifted acquisition rates by 25% through targeted messaging and customer insights.
• Created SEO-driven content and brand messaging that increased organic search visibility and traffic growth.
• Produced video and written content that simplified complex features, driving a 30% increase in engagement across digital channels.

Engineering solutions to lower the total cost of ownership.  

Recruited to delegate tasks to ensure project completion and continuity during the Director’s 6-week absence. 

• Managed the project calendar to ensure all phases were delivered on time and within budget, driving efficiency and enabling the successful execution of multi-channel marketing campaigns that supported lead generation and customer acquisition.
• Oversaw new product packaging initiatives, ensuring alignment with brand standards and market positioning, resulting in a  15% lift in product launch sales and improved market perception.  
• Partnered with writers,  designers, and agencies to develop and execute high-impact campaigns, aligning creative assets with brand objectives and driving a 20% increase in customer engagement.  

Software solutions connecting the patient, payer, and provider (SaaS).  

• Directed a $1M annual marketing budget, managing agencies, PR, paid media, and events to optimize ROI.
• Increased organic traffic by 145% and boosted LinkedIn followers by 400% through SEO and content marketing.
• Implemented lead scoring and segmentation to personalize campaigns, driving a 50% YoY revenue increase.
• Launched a new website and digital ecosystem that enhanced user experience and accelerated adoption.
• Led the data migration from MS Dynamics to Salesforce, improving visibility, forecasting, and lead tracking.

Technology leader developing innovative hardware and services.

• Designed and implemented go-to-market strategies for product launches, leveraging commercial behavior trends to craft targeted messaging, amplify brand resonance, and drive market adoption. 
• Introduced lifestyle imagery into product go-to-market collateral to showcase user engagement, foster emotional connections with the target audience, and amplify product appeal. 
• Developed customer-centric marketing assets, including a case study with a Hollywood cinematographer, which improved product perception and sales.  
• Produced technical content (white papers, case studies, videos) that supported demand generation and increased engagement.  
• Partnered with product managers to align roadmaps with customer insights and competitive research. 

•  Growth Marketing & Demand Generation: PPC, SEO/SEM, Paid Media, Email, CRM, Social, Content Marketing, Email Campaigns. 
•  Product Marketing Strategy: GTM, Positioning, Messaging, Persona Development, Sales Enablement. 
• Cross-Functional Collaboration:  Sales, Product, Customer Success, Executive Teams.
• Strategic Planning & Tactical Execution: Skilled at developing and executing comprehensive marketing plans, aligned with business objectives and achieving measurable results.