Michele Good
Rochester Hills,MI
Summary
Motivated leader with exceptional communication and interpersonal skills, strong analytical and organized mindset. Successful in managing large, integrated campaigns and budgets. Adaptable and persuasive, embraces new concepts and responsibilities. Anticipates client needs in productive and collaborative work environments.
Overview
22
22
years of professional experience
Work History
VP, Group Account Director
Leo Burnett Detroit (Publicis Groupe)
05.2017 - Current
- Led integrated team that developed over 20 national 360 brand campaigns including launching the All-New Sierra, Sierra HD, Yukon, Acadia, Terrain, Canyon, Sierra EV and Hummer, resulting in continued market share growth
- Managed an average annual production budget of $35 million
- Cultivated strong relationships with clients, fostering trust for mutual success
- GMC client team named Leo Burnett “Supplier of the Year” and rated GMC account with a perfect 10 referral rating in 2023
- Nominated and selected for the prestigious Leo Burnett Star Reacher award in 2023 for embodying all core values
- Redefined GMC brand positioning & strategy to develop new brand book, manifesto video and style guidelines.
VP, Account Director
Global Team Blue (formerly Team Detroit)
09.2015 - 05.2017
- As the Truck Marketing Integrated Team (MIT) Lead, responsible for bringing together all departments (brand, digital, social, creative, planning, media, program management, shopper and analytics) to deliver strategic and integrated initiatives
- Leads, motivates and fosters career development within the truck team and manages truck scope of work planning for over 40 FTEs
- Managed the following campaigns: 2015 Ford F-150 “Every Other Truck is History” launch campaign, F-Series 39 and 40 Years of Leadership campaigns, 2017 Ford Super Duty “The Next Level” pre-launch and launch campaigns, “Official Truck of the NFL” partnership
- Builds strong client relationships and delivers first rate service by seeking out long term opportunities (e.g., 24-month holistic planning calendar to ensure client-agency alignment, Future of Ford Trucks and mid-size pickup planning initiatives).
Global Account Director
Publicis Groupe via Cloud 14 satellite office
05.2015 - 09.2015
- Agency lead for the development of cross regional campaigns reinforcing Jeep core values and global positioning
- Manage and grow client relationships and seek opportunities for expansion of new projects in the U.S Market.
Management Supervisor
Leo Burnett Detroit (Publicis Groupe)
02.2013 - 05.2015
- Brand and product champion responsible for multi-channel Chevy Silverado launches, including key product integrations and partnerships
- Managed over $15 million in production budget supporting approximately $200 million media budget annually
- Coordinated three Super Bowl commercials including “Romance” which was the most effective automotive spot for brand affinity and “Life” that kicked off our “Purple Roads” integrated campaign that proved to be the most successful social media campaign in the history of GM (March, 2015)
- Fostered collaboration with key agency partners including Carat, Jack Morton, FleishmanHillard, Casanova, Isobar and Agency 720
- Partnered with Planning to develop and deliver intercept and growth strategies to help conquest and grow sales.
Management Supervisor
Team Detroit
07.2011 - 02.2013
- Oversaw the day-to-day agency performance and agency/client relationship on Fiesta, Focus, Escape and Taurus nameplates as well as special projects including small vehicle share growth and fuel economy messaging initiatives
- Identified by management as a future leader within the organization and named to the exclusive WPP “High Potential Program” for 2012
- Agency lead for developing 2013 Taurus launch strategy with tactical deliverables to all cross channel teams including media, planning, digital, social media, experiential, Multi-Cultural, CRM, Ford Racing and Ford Credit to maximize campaign effectiveness
- Campaign resulted in a +5ppt increase at every phase of the purchase funnel (BEAT, Q2 2012)
- Managed over $3.5 million in production and responsible for media budget in excess of $100 million for 2012CY.
Management Supervisor
Team Detroit
01.2011 - 02.2013
- Managed high-profile corporate campaign consisting of 52 ads/year featuring leading Ford executives, employees and dealers demonstrating Ford is a progressive company
- Developed and delivered creative briefs for over 90 unique ads and supervised coordination of weekly interviews and photo shoots
- Diversified account experience including developing campaigns for Scotts LawnService and College for Creative Studies.
Account Supervisor
Team Detroit
01.2009 - 12.2009
- Created and led various CRM programs designed to retain Ford and Lincoln dealership service and vehicle purchase loyalty
- Programs included: New vehicle welcome initiative designed to improve engagement and purchase loyalty, including integration with the loyalty rewards program.
Account Supervisor
Team Detroit
07.2008 - 01.2009
- Managed the flow of ingoing and outgoing communication to field staff in 17 regions including distributing daily development emails
- Coordinated Parts and Service involvement for 26 Lincoln Mercury Dealer Associations (LMDAs)
- Responsible for preparing weekly, monthly and quarterly retail planned spending reports in addition to analyzing the data, observing trends and fulfilling client spending report requests
- Collaborated with the Planning and Research, Creative, Media, Interactive and Product Teams to review concepts and strategies to develop Annual Communication Plan templates used by all LMDAs.
Communications Specialist
Nissan North America, Inc.
05.2002 - 06.2004
- Responsible for external and all internal communication programs including general media relations in the Detroit area, product launches, media drives, event planning and employee communications.
Education
Bachelor of Arts - Double Major in Communication Studies & Psychology
University of Michigan
Ann Arbor, MISkills
- Client Relations
- Integrated Marketing
- Team Leadership
- Decision-Making
- Remains calm in chaos
- Brand and Account Management
- Product Launches
- Digital Advertising
- Strategic Planning
- Research
- Critical Thinking
Timeline
VP, Group Account Director
Leo Burnett Detroit (Publicis Groupe)
05.2017 - Current
VP, Account Director
Global Team Blue (formerly Team Detroit)
09.2015 - 05.2017
Global Account Director
Publicis Groupe via Cloud 14 satellite office
05.2015 - 09.2015
Management Supervisor
Leo Burnett Detroit (Publicis Groupe)
02.2013 - 05.2015
Management Supervisor
Team Detroit
07.2011 - 02.2013
Management Supervisor
Team Detroit
01.2011 - 02.2013
Account Supervisor
Team Detroit
01.2009 - 12.2009
Account Supervisor
Team Detroit
07.2008 - 01.2009
Communications Specialist
Nissan North America, Inc.
05.2002 - 06.2004
Bachelor of Arts - Double Major in Communication Studies & Psychology
University of Michigan
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