Michelle Orelup - Professional Work History

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

Directed U.S. Growth Marketing Initiatives: 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. 

Enhanced Product Positioning through Competitive Analysis: 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.   

Boosted Conversions through User-Centric Design: 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 Executive Conversions with Targeted Solutions: 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.  

Optimized Paid Media Campaigns for Growth: 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.  

Scaled Website Traffic through Video Marketing: 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   

Enhanced Market Awareness through Strategic Positioning: Recommended and implemented strategic branding, messaging, website optimization, and campaign strategies, resulting in increased market awareness and a 20% lift in customer acquisition for SMB clients.  

Boosted Engagement with High-Impact Video Content: Produced compelling video content that simplified complex product features and benefits, driving a 30% increase in customer understanding and engagement across digital channels. 

Drove Customer Acquisition with Differentiated Messaging: Crafted impactful taglines and value propositions that helped SMBs stand out in competitive markets, resulting in a 25% increase in new customer acquisition for key clients. 

Engineering solutions to lower the total cost of ownership.  

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

Delivered Seamless Execution Across Marketing Initiatives: 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. 

Enhanced Product Launch Success through Strategic Packaging: 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.  

Drove High-Impact Campaigns through Cross-Functional Collaboration: 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).  

 Increased Web Conversions through User-Centric Design: Drove a 10% increase in web conversions by leading the development and launch of a new website, optimizing the user experience, and improving engagement. 

Achieved 50% Y-O-Y Sales Growth through Targeted Campaigns: A combination of highly segmented email campaigns, messaging, and brand strategy, combined with social media to attract and convert new customers.  

Boosted Organic Traffic with SEO and Content Optimization: Increased organic website traffic by 145% through SEO enhancements and content optimization, driving greater inbound lead generation and improving customer acquisition.  

Enhanced Brand Visibility through Content Marketing: Grew LinkedIn followers by over 400%  with strategic content marketing efforts, increasing brand visibility and engagement with key healthcare audiences.  

Optimized Campaign Effectiveness with Advanced CRM Management: Improved marketing campaign ROI by leveraging advanced CRM techniques, including lead scoring, A/B testing, and personalization, to enhance targeting and engagement. 

IT Solutions and Consulting

Developed Go-to-Market Strategies to Drive Product Growth: Created comprehensive sales toolkits, video demos, and presentations for HP commercial displays, digital signage, and accessories, enhancing market positioning and increasing sales effectiveness through collaboration with Product Managers and stakeholders.  

Boosted Brand Resonance with Consumer-Centric Visual Marketing: Introduced lifestyle imagery that showcased user engagement and aligned with consumer behavior trends, improving brand resonance and driving customer attraction.  

Enhanced Product Development with Customer Insights: Initiated a customer interview series,  including a Hollywood cinematographer case study, providing actionable insights that informed product development and created compelling user stories to support growth marketing efforts.  

• 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.