Hi, I’m
Michelle Garabedian
Marketing Expert
Miami
Summary
Versatile, enthusiastic, tactful, and results-driven Marketing Manager with 8-years experience in developing omni-channel marketing strategies for luxury travel brands and top university partners, leading cross- functional teams, and analyzing digital marketing data to identify anomalies and recommend solutions. Adept at creating compelling advertisements to establish brand, designing social media content to engage viewers, and developing digital marketing campaigns to attract online visitors. Proven success in directing paid media, marketing communications, media outreach/public relations, web development, creative production, and editorial teams to implement go-to-market strategies. Currently pursuing a Lead/ Marketing Manager role by demonstrating all acquired areas of expertise and experience as follows:
Overview
8
years of professional experience
Work History
Royal Caribbean Group
Lead, Digital Media
09.2023 - 02.2024
Job overview
- Managed end-to-end media buy and execution of marketing campaigns across different partners, channels based on funnel performance.
- Analyzed and provided comprehensive data analysis based on web performance using dashboards in Tableau, EDOengage, and proprietary reports.
- Spearheaded the adoption of cutting-edge digital platforms, enhancing the company's competitive advantage in the marketplace.
- Managed the monthly and annual budgets reaching $300k a month or more to ensure accuracy of spend.
- Acted as data-analyst to identify marketing channel anomalies to recommend optimizations and changes to strategy and creative across channels and funnel.
- Worked cross-functionally with teams to execute complex marketing campaigns across the funnel.
- Acted as main point of contact for media agency and ensured they met project requirements, deadlines and standards.
- Ensured reports, slides and other executive materials were created and delivered within deadline
- Collaborated with creative teams to produce engaging content tailored to target demographics.
- Negotiated favorable advertising rates with media vendors, resulting in lower costs and increased ad placements.
- Led the execution of 2023 Black Friday / Cyber Monday campaign and provided recommendations for improved performance.
- Developed custom audience targeting strategies to maximize engagement and conversion rates.
Noodle
Marketing Manager/Associate Director Optimizations
07.2021 - 05.2023
Job overview
- Responsible for leading teams of up to 6 people across the organization to develop impactful marketing optimization strategies and tactical plans to improve conversion rate.
- Analyzed and provided comprehensive data analysis based on firm and region-wide performance using dashboards in Google Analytics, SEMrush, Tableau, and others.
- Implemented conversion rate optimization initiatives that led to increased revenue generation for clients.
- Managed multiple client accounts simultaneously, prioritizing tasks and maintaining strong attention to detail under tight deadlines.
- Increased customer satisfaction by identifying and resolving optimization issues in client campaigns.
- Developed process improvements and marketing plans utilizing complex frameworks.
- Planned and executed the GTM strategy for variety of programs and product launches.
- Served as Marketing Manager, operating as Marketing Director for the Midwest consisting of 5 premier partnerships to develop, execute, and scale omni-channel marketing strategies.
- Led cross-functional teams, including paid media, marketing communications, web development, creative production, and editorial teams to cohesively implement go to market strategies.
- Delivered consultative account management to university partners to determine revenue- generation, market reach, and marketing opportunities while providing recommendations.
- Spearheaded data pulls and analysis of results from Tableau and other sources to maximize the effectiveness of university partner's organic web performance and paid media.
Miami Dade College
Digital Marketing Coordinator
07.2019 - 08.2021
Job overview
- Managed all paid social media advertising for various clients and enrollment periods, including audience research, budget planning, campaign buildouts, and post-flight analysis.
- Built, scaled, and optimized social media campaigns with budgets ranging from $500 to $200K.
- Negotiated with vendors to conduct media buys that best serve the college, including OTT, programmatic, SEM, etc.
- Assessed industry wide KPIs to produce internal benchmarks for the college and better inform future campaigns.
- Negotiated media buys and contracts with vendors to receive the best possible rates.
- Researched and stayed abreast of newest innovations in marketing by attending webinars, conferences, and reading well-known blogs.
- Managed budgets and reconciliation of all digital marketing transactions for the College.
- Implemented A/B testing on various channels to identify best-performing tactics and optimize campaign performance.
- Developed and implemented campaigns for email, online advertising, search engines and direct mail.
- Managed digital projects from initial concept through final implementation and live monitoring.
PowerChord, Inc
Marketing Coordinator/Assistant
04.2018 - 07.2019
Job overview
- Acted as corporate marketing liaison with public relations team and with local journalists
- Managed content for PowerChord's social media accounts and website, as well as designed marketing collateral to aid sales, including case studies, white papers, and infographics
- Coordinated website revisions/revamp of company website and launch of in-house blog
- Collaborated with the Director of Marketing to launch digital marketing campaigns, both PPC and organic, as well as with Director of Customer Success to send emails.
- Developed visually engaging marketing materials to support product launches and promotions.
- Composed daily posts for social media and helped build corporate presence on Twitter, Facebook, and Instagram.
- Managed CRM database to maximize customer outreach efforts and strengthen client relationships.
- Planned and executed internal and external marketing events to drive local brand awareness.
- Created engaging brochures and flyers to use for promotional materials and distribution.
- Optimized email campaigns to increase open and click-through rates.
- Designed and implemented advertising and public relations activities with PR agency.
- Spearheaded employee engagement initiatives such as volunteer days and subject matter expert presentations, fostering a positive workplace culture and boosting retention rates.
Keely Imaging
Marketing Assistant
09.2017 - 04.2018
Job overview
- Completed weekly ad calendar for assigned clients, including scripts and ad/copy changes.
- Consistently ensured all ads were completed prior to deadlines.
- Proofed ad copy to assure accuracy and legal compliance while monitoring co-op budgets and examining spending reports.
Continental Events & Sports Management
Social Media Coordinator/Athlete Services Coordinator
05.2016 - 06.2017
Job overview
- Developed and planned company's social media strategy, including an in-depth social media calendar, tracking
- Measured and analyzed website traffic while also designing posts, emails, etc
- Planned and attended trade shows, industry events, and represented the Divas brand across the
- Designed trade show booths and assisted with media buying on Facebook and Instagram.
- Enhanced online engagement by 40% in three months with the creation of compelling content for various platforms.
Education
Florida International University
MBA from Marketing Channel Strategy
12.2022
St. Petersburg College
Certificate from Marketing Web Development
2018
Florida International University, Miami, Fl
Bachelor of Science from Journalism
05.2012
Skills
- Media Communications / Public Relations
- Project Management
- Media Buying / Media Planning
- Microsoft Office / Google Suite / Adobe Creative Suite
- Product Development / Go-to-Market
- Google Ads, Meta, TikTok, LinkedIn
- Paid Media / Digital Marketing
- Search Engine Marketing
- Web Analytics / Data Analysis
- Conversion Rate Optimization
- E-Commerce Strategy, Campaign Management
- Omni-Channel Marketing / Integrated Media Planning
Languages
Spanish
Native or Bilingual
Timeline
Lead, Digital Media
Royal Caribbean Group
09.2023 - 02.2024
Marketing Manager/Associate Director Optimizations
Noodle
07.2021 - 05.2023
Digital Marketing Coordinator
Miami Dade College
07.2019 - 08.2021
Marketing Coordinator/Assistant
PowerChord, Inc
04.2018 - 07.2019
Marketing Assistant
Keely Imaging
09.2017 - 04.2018
Social Media Coordinator/Athlete Services Coordinator
Continental Events & Sports Management
05.2016 - 06.2017
Florida International University
MBA from Marketing Channel Strategy
St. Petersburg College
Certificate from Marketing Web Development
Florida International University
Bachelor of Science from Journalism
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