HubSpot
Michelle Kristoff
Montgomery,TX
Summary
Marketing operations and demand generation leader with a history of developing and implementing technology plans, innovations, investments, and digital business strategies that broadly support company growth. Highly-motivated visionary with 20 years of experience in developing highly successful and award-winning marketing programs and advertising campaigns. High-achiever with moral character and integrity recognized for utilizing diverse marketing methods and tactics. Drive new and recurring revenue through implementation of digital and social media marketing, E-commerce, and products that achieve increased EBITA. Leverage marketing capabilities to drive consumer awareness and brand adoption to ensure full customer lifecycle. Capitalize on operating experience, management skills, strategic mindset, and vision to lead team in an ever-evolving discipline.
Overview
13
13
years of professional experience
Work History
Sr. Director of Marketing
Community Brands
08.2021 - 11.2023
- Managed team of 10 in Marketing Operations, Tradeshows, and Sales Development Representatives teams, while sustaining high MQI/SQL targets of over 3,500 year, netting $35 million pipeline, sustaining 36% conversion rate.
- Built marketing contribution model.
- Directed demand gen marketing team to form tactical campaigns to align with business plans and strategies to accomplish corporate objectives aligned with overall P&L, while increasing market visibility in key segments through an integrated marketing approach.
- Generated 30% retention rate by implementing Customer Renewal Program.
- Managed budget allocation ($1.5 million) and resource utilization to maximize marketing ROI.
- Developed SOPs and KPIs for SDRs to build better relationships with prospects through conversational BANT.
- Optimized website user experience by conducting usability tests and implementing results-driven changes.
- Created and managed social media campaigns to increase brand engagement.
Director of Marketing
SenesTech
10.2018 - 06.2021
- Developed and executed annual marketing calendar to include public relations, social media, SEO, website, advertising, and market research based on strategic business plan.
- Implemented integrated marketing plan to increase interest in flagship product that has first mover advantage in industry to generate leads for B2B and B2C.
- Built and launched new e-Commerce store front for D2C channel, totaling in $150,000 in first year of release.
- Designed KPI’s for department and disseminate reporting.
- Launched marketing automation system – HubSpot to nurture marketing qualified leads into sales qualified leads.
- Managed marketing budget of $500,000.
- Collaborated closely with sales teams to develop effective marketing collateral that supported lead generation goals.
- Cultivated strong relationships with industry influencers and media outlets, securing positive coverage and maximizing brand exposure.
- Directed 3 marketing managers and performed performance evaluations.
Product Marketing Manager/Product Owner
Xpressdocs
07.2016 - 10.2018
- Developed and executed product marketing strategies that generate demand with new and existing clients.
- Managed existing product portfolio of over 5,000 products through analytics to determine product life cycle and growth potential.
- Developed, managed, and executed product roadmaps
- Generated new product development process and plan for digital and print products.
- Created product pro-forma models and product retail pricing, ensuring to maintain above 50% gross margin
- Wrote comprehensive product plans and creative briefs about new product enhancements.
- Worked with content producers and graphic artists to create persuasive collaterals promoting products.
- Developed requirements for Product Development utilizing agile practices.
- Increased product awareness by developing and executing targeted marketing campaigns.
- Enhanced brand positioning through comprehensive market research and competitor analysis.
Global Marketing and Strategy Manager
Pentair Filtration Solutions
09.2013 - 06.2016
- Developed segmentation and vertical marketing strategies in filtration and separation market applications to provide differentiation and competitive advantages in market space.
- Designed innovative solutions to complex business problems, resulting in improved customer satisfaction levels.
- Aligned company objectives with employee performance metrics, driving accountability and productivity improvements across organization.
- Generated and managed 3-year strategy plan on annual basis.
- Evaluated and developed VoC and customer segmentation process to build detailed and tactical sales plan; conduct over 40 VoC and unmet needs assessment globally.
- Improved marketing content that aligns with business and branding strategies, to include animation and video production, quarterly newsletter, literature, and tradeshow concepts.
- Managed and executed 4 global tradeshows annually and analyzed marketing ROI.
- Managed marketing budget of $225,000.
- Developed process and launched Salesforce CRM for sales team of 8 members and engineering team of 8.
Pricing & Product Analyst/Senior Marketing Analyst
Entrust Energy
03.2011 - 04.2013
- Developed analytical reporting by day, week, month, and year(s) and drive reporting of results in timely manner and generates new report design, pricing analysis, product structuring and lead list management
- Implemented 10 pricing and financial model tools for competitor analysis.
- Contributed to creation and implementation of technical requirements and specifications to establish common foundation for application development.
- Streamlined product development process for increased efficiency by identifying bottlenecks and optimizing workflows.
- Implemented data-driven strategies to optimize product pricing, leading to higher revenue generation by 25%.
- Collected and analyzed data from variety of sources to create detailed market research reports for top-level decision makers.
- Reduced customer support inquiries by creating comprehensive product documentation and user guides.
Education
MBA - Marketing
Texas Tech University
Lubbock, TX05.2004
BBA - International Business
Texas Tech University
Lubbock, TX05.2002
Skills
- User Engagement & Experiences
- Digital Marketing & Social Media Management
- Marketing Operations and SOPs
- Stakeholder Relationships & Negotiation Skills
- Product Development & Technology Capabilities
- Strategic Development
- Transformative Brand & Messaging
- General Business & Financial Stewardship
- Staff Leadership, Development, & Oversight
- Analytics & SEO
Software
Salesforce
Pardot
Marketo
Timeline
Sr. Director of Marketing
Community Brands
08.2021 - 11.2023
Director of Marketing
SenesTech
10.2018 - 06.2021
Product Marketing Manager/Product Owner
Xpressdocs
07.2016 - 10.2018
Global Marketing and Strategy Manager
Pentair Filtration Solutions
09.2013 - 06.2016
Pricing & Product Analyst/Senior Marketing Analyst
Entrust Energy
03.2011 - 04.2013
MBA - Marketing
Texas Tech University
BBA - International Business
Texas Tech University
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