Michelle Orelup - Professional Work History

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

- Drove lead generation across web, email, PPC,  social media, and video channels, resulting in measurable business growth and a 35% lift in lead generation through data-driven experimentation. 

- Improved product differentiation and positioning by identifying competitive opportunities through analysis of PPC strategies, email campaigns, and keyword gaps, driving greater brand recognition and competitive advantage.   

- Increased web conversions by 80% by conducting A/B testing and implementing strategic UI enhancements that optimized the user journey,  reduced friction points, and drove higher engagement.  

- Drove 44% of closed sales deals by implementing and leveraging an on-demand business intelligence solution to identify high-value prospects, refine segmentation strategies, and applied data-driven insights to optimize conversions.  

- Designed and executed growth experiments across  LinkedIn, Google, and Bing, optimizing paid media campaigns to drive measurable increases in web traffic, lead generation, and customer acquisition.  

- Generated 80,000 additional website visitors annually by launching the COINS YouTube channel and executing a strategic video marketing initiative with targeted PPC campaigns, resulting in increased brand awareness and engagement.  

Integrated marketing solutions for small businesses   

- Leveraged customer reviews, online content, and user experience data to uncover actionable insights, informing product positioning and marketing strategies.

- Developed strategic recommendations for branding, messaging, and campaign strategies, driving product differentiation through optimized SEO and marketing content.

- Created high-impact print and digital collateral, including sales enablement materials and customer-facing assets, to drive brand awareness. 

- Crafted compelling taglines, value propositions, and engaging video content to simplify complex product features and strengthen product positioning. These efforts helped SMB owners improve customer understanding and drive adoption of key offerings.

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 patient, payer, and provider (SaaS).  

- Spearheaded the migration from MS Dynamics 365 to Salesforce Lightning, improving lead tracking, streamlining the sales pipeline, and enabling solution-focused campaigns.

- Conducted user acceptance testing (UAT) and collaborated with cross-functional teams to ensure seamless implementation of CRM systems and marketing automation tools.

- Led the development and launch of a new corporate website, integrating UI/UX enhancements and SEO strategies, resulting in a 145% increase in web traffic and greater adoption of key offerings.

- Implemented lead scoring and segmentation strategies to optimize email campaigns, increasing lead generation and improving customer engagement.

- Developed compelling messaging programs and shaped marketing campaigns, resulting in a 50% YoY sales increase.

- Directed the strategic management of a $1 million marketing budget, overseeing agencies, advertising, PR, and events to ensure optimal resource allocation.

Technology leader developing innovative hardware and services.

- Led go-to-market (GTM) strategies for HP commercial displays, creating sales toolkits, video demos, and positioning statements that improved market positioning and accelerated product adoption.

- Produced customer-centric marketing materials, including a Hollywood cinematographer case study, that supported sales efforts and improved product perception.

- Partnered with cross-functional teams to align marketing strategies with product goals, ensuring seamless execution and measurable results.

- Collaborated with product managers to maintain and update the product roadmap, integrating feature updates and timeline adjustments to ensure alignment with business objectives and customer needs. Facilitated cross-functional communication to prioritize features, address dependencies, and deliver on-time product launches.

- Developed product-related content, including whitepapers, case studies, and videos, to drive demand and customer engagement.

• Marketing Technology: Successfully integrated solutions and streamlined workflows to enhance lead management, improve segmentation, and deliver actionable insights through business intelligence, CRM platforms, and analytics. 
• Strategic Planning & Execution: Skilled at developing and executing comprehensive marketing plans, aligning them with business objectives and achieving measurable results.
• Digital Marketing Expertise: Adept in leveraging various digital marketing channels, including SEO, SEM, PPC, CRM, social media, email marketing, content marketing, web and video.
• Project Management: Proven ability to manage multiple projects simultaneously, ensuring on-time and within-budget delivery. 
• Data Analysis & Insights: Ability to analyze data to identify trends, measure performance, and optimize strategies for maximum impact.
• Cross-Functional Collaboration: Highly effective in collaborating with internal and external stakeholders to achieve shared goals.