Michele Neary
Summary
Results-oriented marketing leader with over 26 years of experience in leading cross-functional teams, managing million-dollar budgets, and creating impactful marketing campaigns. Proven expertise in brand strategy, digital marketing, demand generation, product launches, product management, ecommerce, and customer acquisition. Skilled at identifying market trends and translating insights into actionable strategies that maximize ROI and market share.
Overview
27
27
years of professional experience
Work History
Vice President of Marketing
United Gilsonite Laboratories
01.2019 - Current
- Led a dynamic marketing team of 4 professionals, fostering a collaborative environment and driving the execution of integrated marketing plans
- Created a 5-year marketing plan with SWOT analysis, trends, size, and growth potential, competitor analysis, target audience, marketing goals and objectives
- Developed and executed a comprehensive brand revitalization strategy that resulted in a 42% increase in brand awareness and 92.75% growth in customer engagement over a 2-year period
- Oversaw successful launches of many new products to grow the Do-It-Yourself waterproofing and interior and exterior stain markets in the Consumer Package Goods category (CPG) maintaining DRYLOK's number one position in the industry and growing ZAR's market share
- Directed digital marketing initiatives, including SEO, social media, and email campaigns, leading to an over 50% increase in online conversions and a 217.24% rise in organic sessions directly due to SEO and keyword search
- Direct sessions had total growth of 33.90% YOY
- Increased Ecommerce quantity by 160.71% and Ecommerce revenue by 28.28% over a 12-month period becoming one of the top 5 highest margin accounts
- Collaborated with the sales team to align marketing efforts with revenue goals, resulting in 20% growth in sales revenue within a 3-year period
- Assisted in tripling the growth of the business in 3 years
- Created proformas to analyze margins on promotions
- Studied the market for new product development, pricing, packaging, and promotion
- Managed a marketing budget of 1.2 million dollars, optimizing spending to maximize ROI across various channels
- Leveraged data-driven insights to refine marketing strategies, resulting in 50% improvement in campaign effectiveness and customer targeting
- Most recently led the cobranding initiative after the SIKA acquisition of UGL
- Finding and commercializing a joint product portfolio between the two companies to gain retail space by creating targeted distribution channel portfolio, i.e
- Hardscape distribution, brick and block yards, etc.
Senior Director of Corporate Communication and Brand Marketing
United Gilsonite Laboratories
12.2000 - 01.2019
- Identified and acted on opportunities within and across business units to collaborate/cross-sell and share best practices that developed and built brand trust for UGL's key top-level domains
- Moved from a traditional advertising model to a 360 marketing strategy
- Developed a fully functioning marketing team
- Creating significant cost-out by managing in-house package design, ad creative, social media, influencer programs, and SEO strategy
- Steered UGL's corporate product branding and messaging in partnership with sales
- Formulated programs to anticipate and respond to marketplace dynamics and worked with marketing colleagues to develop and execute a cross-channel response strategy
- Led market research efforts and champion end-users need across the organization
- Set the global strategy for several key communication channels and assets including web, social media, events, PR, and content
- Managed all media relations activities including all standard corporate communications efforts (i.e
- News releases)
- Led and supported all UGL corporate communications initiatives including managing corporate communications governance bodies
- Managed all global PR firm relationships
- Quickly evaluated and responded to marketplace dynamics with effective messaging or other appropriate responses
- Formulated broader programs to respond to these dynamics and works in partnership with marketing colleagues to develop and execute a cross-channel response
- Led and executed the market research agenda
- Drove end-consumer needs into organizational decision-making
- Leaded and mentored a team of strategic communications and market research professionals
- Provided subject matter expertise, content, and input to executive leadership
- Managed outside advertising agency in ad development, packaging and point of purchase design.
Director of Public Relations and Media Planner
United Gilsonite Laboratories
05.1997 - 12.2000
- As Director of Public Relations, responsible for developing and executing comprehensive PR strategies
- Led media relations, crisis communication, and stakeholder engagement
- Managed PR campaigns, oversaw content creation, and ensured brand consistency
- Drove positive public perception, handled press inquiries, and cultivated relationships with key media outlets
- Stayed abreast of industry trends and collaborated with cross-functional teams to align PR efforts with organizational goals
- Planned, coordinated, and executed events to showcase products or services to a targeted audience
- Responsibilities included selection of relevant tradeshows, negotiating booth space, designed, and set up displays, coordinated logistics, managed budgets, and oversaw promotional activities
- Built connections and fostered relationships between UGL and the community
- Responsibilities included identifying community needs, planned and organized events, collaborating with local stakeholders, and implementing programs that addressed specific issues
- Acted as a liaison, representing the UGL to enhance our positive impact.
Education
Bachelor's degree in public relations -
Marywood University
Scranton, PA01.1990
Skills
- Strategic Planning
- Brand Development
- Digital Marketing
- Team Leadership
- Data Analysis
- Budget Management
- Product Launches
- Market Research
- Customer Engagement
- Cross-Functional Collaboration
- Event Planning
- Agency Management
- Tradeshow Management
Additional Education
Executive Education, Essentials of Marketing, Northwest University Kellogg School of Management, 2019
Community Service
- Board Member – Ronald McDonald House of Scranton (since 2017)
- Board Member – Lackawanna Industrial Fund Enterprises (since 2021)
- Past Board Member and Past President – Voluntary Action Center (19 yrs.)
- Member – Circle 200 – Executive Women Networking Association
References
Available upon request.
Timeline
Vice President of Marketing
United Gilsonite Laboratories
01.2019 - Current
Senior Director of Corporate Communication and Brand Marketing
United Gilsonite Laboratories
12.2000 - 01.2019
Director of Public Relations and Media Planner
United Gilsonite Laboratories
05.1997 - 12.2000
Bachelor's degree in public relations -
Marywood University
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