Michel J Pelletier
Las Vegas,NV
Summary
Highly motivated Brand & Marketing executive with extensive experience in developing and executing consumer-facing communication strategies, overseeing enterprise-wide marketing initiatives, and driving successful creative campaigns. Proven ability to interpret business needs and develop strategic marketing plans, evaluate advertising initiatives, and manage teams effectively to achieve company goals and objectives.
Overview
17
17
years of professional experience
1
1
Certification
1
1
Language
Work History
Chief Marketing Officer
Equalpride
06.2022 - Current
- Oversaw development of consumer marketing strategy to grow brand awareness and customer engagement for portfolio of six (6) LGBTQ+ brands: Out, The Advocate, The Advocate Channel, Pride.com, Out Traveler, and PLUS.
- Revitalized our top performing brand image, aligning it with a modern customer/consumer approach while preserving the core values & attributes, resulting in an increase in brand awareness and improved brand sentiment.
- Leveraged detailed market research, specific consumer demographics and lifestyle data to define & fine tune each brand's attributes & voice.
- Managed execution & deployment of branding campaigns, event marketing, PR, digital/social activations.
- Developed strategies to incorporate PR and media to further enhance brand, community engagement, and grow market share.
- Negotiated in kind partnerships & media sponsorships contracts in target markets in order to maximize marketing budgets and brand awareness for equalpride's portfolio.
- Evaluated advertising initiatives & campaigns through data analysis, identified trends, and made actionable recommendations for continual improvement to drive results and success for the company.
- Forged strategic non profit community partnerships and collaborations, securing high-profile partnerships that garnered positive media coverage and heightened brand visibility.
- Built and mentored high-performing marketing team, fostering a culture of collaboration and innovation, resulting in improved team productivity and reduction in employee turnover.
- Manage creative teams across multiple platforms & departments.
Director of Marketing & Brand
TEGNA
01.2020 - 11.2021
- Lead the development and activation of overall marketing strategies for brand and tentpole content (The Daybreakers & Storm Mode Weather) worth over $600,000 in additional yearly sales revenue.
- Spearheaded market research to identify opportunities, boost brand awareness, and grow/sustain loyal consumer base that resulted in 13News Now becoming the #2 brand in marketplace (up from #3).
- Deployed branded community campaigns, events, and engagement strategies to promote brand externally that generated over 1.6 M in donations for local non-profit community partners.
- Defined and deployed brand marketing metrics based on SWOT analysis and activated strategy (Mission 1-6-6) in order to further increase share of marketplace & revenue.
- Oversaw a creative team of 8 marketers responsible for developing & producing materials for brand campaigns, promos, sizzle reels, logos, digital content, etc., while streamlining workflows and ensuring team adoption.
- Initiated weekly/monthly brainstorming sessions with Sales management team in order to keep sales production priorities on target and drive non-traditional revenue initiatives.
Director of Marketing
E.W. Scripps/ The List
01.2016 - 04.2018
- Developed yearly marketing plans, set priorities, and defined strategies for promoting brand internally & externally across channels resulting in increase of 122% in page/video views and tripling of digital revenue.
- Analyzed campaigns across all channels and translated anecdotal or qualitative data into recommendations and plans for revising social media, content marketing, SEO, and social advertising campaigns.
- Supervised daily development and production of original branded content using analytics (Google/CrowdTangle) in order to find most engaging topics targeted to "The List" core audience.
- Built and led a marketing/digital team of 7 (multimedia producers/ social media strategist/ graphic designers/ web & content strategist/ digital AP).Deliver brand strategy across all channels and touch point throughout the company.
Director Distribution Marketing
Warner Bros
10.2007 - 05.2015
- Served as brand account manager for TMZ TV, TMZ Live, The Real, and Judge Mathis.
- Lead consumer and B2B marketing campaign planning & implementation across all platforms (TV, digital, social) with specific objective to increase tune-in, improve brand awareness, and grow sales revenue.
- Identified, aggregated and distributed brand focused content for all platforms in conjunction with key stakeholders (Executive Producers and Programming/Development Executive team).
- Executed joint marketing initiatives/promotions with 200+ affiliates and media partners across platforms.
- Oversaw all aspects of account management/development with clients, distribution, and media partners.
Education
Bachelor of Arts - Television & Media
CEGEP De Jonquiere
Jonquiere, QCSkills
- Brand Identity & Campaign Development
- Cross-departmental Alignment
- Digital & Social Content Marketing Strategy
- Marketing Budget Management
- Data Analysis and Interpretation
- Creative Brief and Project Management
- Revenue Growth & ROI Optimization
- Team Leadership & Talent Development
- Public Relations & Partnerships
Certification
Advanced Digital Marketing
Languages
French
Native or Bilingual
Spanish
Elementary
Quote
Content is king and marketing is queen!
Work Preference
Work Type
Full TimeContract WorkPart TimeWork Location
On-SiteRemoteHybridImportant To Me
401k matchWork-life balanceCareer advancementHealthcare benefitsStock Options / Equity / Profit SharingWork from home optionCompany CulturePaid time offTeam Building / Company RetreatsPaid sick leavePersonal development programsWork Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
Chief Marketing Officer
Equalpride
06.2022 - Current
Director of Marketing & Brand
TEGNA
01.2020 - 11.2021
Director of Marketing
E.W. Scripps/ The List
01.2016 - 04.2018
Director Distribution Marketing
Warner Bros
10.2007 - 05.2015
Bachelor of Arts - Television & Media
CEGEP De Jonquiere
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