Michelle Henderson
linkedin.com/in/michelleehenderson / Atlanta,Georgia
Summary
Innovative Marketing leader with 20+ years of experience delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in brand management and social media engagement. Detail-oriented, attentive and decisive leader. Implements strategic and tactical marketing campaigns to drive engagement and sales. Bringing solid history of success in boosting program operations efficiency, conversion rates and performance. Well-versed in both online and traditional marketing approaches.
Overview
20
20
years of professional experience
Work History
Head of Marketing
POWERPLAN
Atlanta, GA
04.2022 - Current
- PUT IN SOMETHING ABOUT HOW I CAME INTO COMPANY WITH NO EMPLOYEES AND PUT ON A 400 PERSON IN-PERSON CONFERENCE IN THE FIRST 6 WEEKS ON THE JOB; THEN A VIRTUAL 300 PERSON CONFERENCE 4 WEEKS AFTER THAT; THEN LAUNCHED TWO NEW PRODUCTS IN A SIX WEEK TIMEFRAME.
- PUT IN SOMETHING ABOUT HOW I CREATED MARKETING PROJECT PLANS FOR CORPORATE EVENTS TO HELP SMALL TEAM BE MORE EFFICIENT, INCLUDING Generated sponsorships with related and partnering entities to enhance marketing objectives.
- PUT IN SOMETHING LIKE i BEGAN REBRANDING INITIATIVE AND CREATED NEW TEMPLATES FOR SALES PRESENTATIONS, DATA SHEETS, BROCHURES, ADVERTISING, WEBSITE, SOCIAL MEDIA, ETC.
Global Director, Marketing and Communications
INVERIS / MEGGITT TRAINING SYSTEMS
03.2013 - 03.2022
- Coordinate strategic management and execution of global branding, marketing and communications for $150M defense company, leading international team of 10 members
- Implemented hybrid marketing model and revamped operations that eliminated 40-50% of redundant contracts and allowed renegotiation of rates with existing clients; saved 50% in costs and established 148% in marketing-generated revenue
- Directed and completed all facets of company rebrand within a 3-month timeline; created internal and external brand strategy for 10 locations, advertisements across 10+ platforms, and new website from scratch
- Liaised with partner agencies to create experiential marketing event strategy that better enabled key stakeholders to meet with customers; increased engagement by 45% and produced $5M+ pipeline per event to achieve 210%+ ROI
- Piloted research, planning, and direction of all marketing campaigns and lead generation efforts for hardware and SaaS solutions that targeted diverse set of industries, qualifying 100s of leads and growing pipeline to $40M+ in revenue
- Enhanced web traffic by 38% and online leads by 56% and improved conversions by 47% through execution of programmatic ad campaigns, social media advertising, Google and Bing Ads, YouTube content, link building and trade media marketing
- Improved sales opportunities by 45% and demand generation by 38%, executing B2B SaaS GTM strategies and creating scalable, ROI-driven marketing programs across multiple channels
- Initiated global digital marketing efforts for international company of 11,000+ people; wrote and launched corporate social media plan for 40 business divisions, integrating SEO, PPC, keywords, ads and digital partnerships
- Led overall management of more than 50 international and domestic trade shows with $2.5M annual budget, directing all facets of event management, graphics, promotions, sponsorships and lead generation.
Director of Marketing
UNIVERSITY OF WEST FLORIDA
Pensacola, FL
01.2011 - 02.2013
- Managed cross-functional team of four and supervised campaigns, marketing communications, and branding of university and web services
- Improved cost efficiencies by 18% and savings to $500K annually by establishing condensed, multi-campus media buys and conducting campaign financial overviews
- Spearheaded design and redevelopment of new university website through coordinating and managing backend process with different departments; grew traffic by 38% and optimized conversions by 47%
- Expanded admission inquiries by 32% and enrollment by 27% with new website and ad campaigns, increasing reach to new markets and potential students by 15% first year.
Regional Director of Marketing
COX MEDIA/ COX COMMUNICATIONS
Pensacola, FL
04.2004 - 01.2011
- Directed team of 21 that included marketing, research, promotions, video production and event management for Southeastern U.S., including P&L, budget oversight, network/affiliate relations, national interconnect partnerships and regional sponsorships
- Grew business profit to $7.5M and increased growth of lead campaign to 56% annually using new digital media, sponsorship and event management and marketing collateral
- Generated incremental revenue of $250K in first 7 months of launch and through development of a customer loyalty program; collaborated with 10 departments for implementation processes for launch and maintenance of program
- Led Video Production department in developing TV commercials and long-form programs; spearheaded creation of 1.5K+ commercials each year by collaborating with internal and external clients
- Received fast-track promotion as Florida Marketing Manager in 2006 and as Regional Director of Marketing in 2010
- Headed all facets of design and introduction of new digital media products, managed sponsors and events, and introduced new products to guide teams in B2B and B2C customer support activities for internal and external clients.
Education
Bachelor of Arts - Advertising
LOUISIANA STATE UNIVERSITY
Baton Rouge, LASkills
- Marketing Material Design
- Personnel Management
- Sales Promotion
- Online Marketing and Advertising
- Brand Development and Marketing
- Team Member Development
- Corporate Communications
- Strategic Direction
- C-Level Relationship Management
- Sales Meetings and Conferences
- Lead Generation Strategies
- Develop Business Structures
Accomplishments
- Strengthen corporate brand image and voice to build relevance among B2B and B2C audiences, while improving reputation and recognition
- Strategically manage annual marketing budgets up to $10M; track expenditures, keep within deadlines, and avoid unnecessary costs to stay within budget constraints
- Track record of pioneering award-winning innovations, leading record-breaking launch results, reenergizing revenue growth
- Create compelling go-to-market strategies and 360-degree marketing campaigns that win customers and create brand champions
- Savvy in monitoring performance to pivot quickly and deliver on targets and goals
Timeline
Head of Marketing
POWERPLAN
04.2022 - Current
Global Director, Marketing and Communications
INVERIS / MEGGITT TRAINING SYSTEMS
03.2013 - 03.2022
Director of Marketing
UNIVERSITY OF WEST FLORIDA
01.2011 - 02.2013
Regional Director of Marketing
COX MEDIA/ COX COMMUNICATIONS
04.2004 - 01.2011
Bachelor of Arts - Advertising
LOUISIANA STATE UNIVERSITY