Michelle Sullivan
Wilmington,NC
Summary
Marketing leader with a track record of developing strategic campaigns that enhance profitability and market share. Expertise in project management, team building, and stakeholder engagement drives successful campaign optimization. Brings years of experience in delivering results under tight deadlines.
Overview
28
28
years of professional experience
Work History
Marketing Communications Manager
TESTEQUITY
09.2023 - 10.2025
- Innovative and strategic marketing professional with a proven track record in transforming brands and driving growth through dynamic, results-oriented approaches.
- Expert in content strategy, B2B content syndication, and crafting compelling brand narratives that resonate with target audiences.
- Adept in leveraging 365 Dynamics/CRM, customer journey automation, and eCommerce strategies to optimize lead generation and elevate digital marketing performance.
- Skilled in data-driven decision-making using Google Analytics, SEO, and keyword research to refine strategies and deliver impactful results.
- Versatile in creative direction, from video scripting to press releases, social media strategies, and persuasive copywriting.
- Experienced in building partnerships through 3rd party marketing to amplify brand visibility and reach.
- A collaborative and forward-thinking leader, committed to delivering high-impact, customer-centric marketing solutions that drive measurable success.
Marketing Communications Manager
HISCO (TESTEQUITY)
01.2015 - 09.2023
- Led a diverse, multi-national team of marketing strategists, front-end developers, web designers, graphic designers, videographers, and bilingual copywriters.
- Managed all marketing activities and materials to ensure consistency and accuracy in alignment with brand guidelines for key suppliers and market segments.
- Partnered with Hisco marketing strategists to develop impactful and engaging materials that supported company objectives, while ensuring SEO and SEM efforts were aligned, on target, and within budget.
- Directed the editing, revision, and approval of all marketing content before production or release.
- Collaborated with cross-functional teams to evaluate and optimize existing lead generation content, refining strategies to drive more leads.
- Consistently worked to enhance marketing content, initiatives, and path to market for sustained growth and success.
Creative Manager
HISCO (TESTEQUITY)
Wilmington, NC
08.2013 - 01.2015
- Worked with sales team to pinpoint project objectives, target market and unique selling proposition to drive sales and leads for Hisco products and services.
- Oversaw production of web design for optimal user experience.
- Effectively communicated Hisco brand positioning and values to customers through writing and design.
- Created materials that spoke to the audience using the correct depth, tone and product knowledge.
- Supported effective communication tailored to key target markets and opportunities.
- Researched competitive product positioning and used this information to communicate our own unique position and differentiators.
- Leveraged sales and lead data to determine overall effectiveness of campaigns to adjust creative approach and create more effective future campaigns.
Digital Media Consultant
LOCAL EDGE/HEARST MEDIA
08.2010 - 12.2010
- Partnered with clients to create a targeted, web-based marketing strategy to include SEO, social media marketing and behavioral trending.
- Identified the type and positioning of digital media products to attract new business in the markets served.
- Proven sales record routinely exceeded goals and expectations.
- Certified Google Advertising Professional.
Technical Copywriter (Retained)
EATON CORPORATION
06.2002 - 08.2010
- Promoted brand awareness through a wide range of marketing materials, both web-based and print.
- Created content for promotional marketing and advertising campaigns, product collateral, newsletters, customer testimonials, sales bulletins, white papers and internal communications.
- Ensured consistency with corporate communications strategy throughout written content and marketing campaigns within a $4 billion revenue division.
Marketing Specialist - NA Sales
EATON CORPORATION
12.2000 - 06.2002
- Managed sales events including trade shows, conferences and corporate tours.
- Supervised organization of multi-day events with an emphasis on public speaking and leadership.
- Collaborated with cross-functional teams including members of executive management to direct event goals.
- Oversaw budget of up to $50k per event.
Marketing Specialist - Distribution
EATON CORPORATION
12.1999 - 12.2000
- Supervised co-op marketing activities of distribution channel partners nationwide.
- Responsible for project management during all phases of promotional activities including advertising campaigns, trade shows and production of marketing collateral.
Communications Specialist
TRIANGLE BANK (RBC CENTURA)
08.1997 - 12.1999
- Managed advertising campaigns and events at the local level.
- Responsible for all internal communications including copy, design, printing and distribution.
- Utilized marketing customer information file (MCIF) system to obtain mailing lists and perform demographic research.
Education
Bachelor of Arts - English
University of NC At Charlotte
Wilmington, NC08-1997
Skills
- Content strategy
- B2B content syndication
- Brand strategy
- 365 Dynamics/CRM
- Customer journey
- Digital marketing
- ECommerce/transactional marketing
- Lead generation
- Google Analytics/GA4
- Creative direction
- Marketing automation/HubSpot
- Keyword research/SEO
- Manage/maintain budget
- Print collateral
- Press releases
- Video scripting & direction
- Social media strategy
- Trade shows & events
- Copywriting
- 3rd party marketing
Timeline
Marketing Communications Manager
TESTEQUITY
09.2023 - 10.2025
Marketing Communications Manager
HISCO (TESTEQUITY)
01.2015 - 09.2023
Creative Manager
HISCO (TESTEQUITY)
08.2013 - 01.2015
Digital Media Consultant
LOCAL EDGE/HEARST MEDIA
08.2010 - 12.2010
Technical Copywriter (Retained)
EATON CORPORATION
06.2002 - 08.2010
Marketing Specialist - NA Sales
EATON CORPORATION
12.2000 - 06.2002
Marketing Specialist - Distribution
EATON CORPORATION
12.1999 - 12.2000
Communications Specialist
TRIANGLE BANK (RBC CENTURA)
08.1997 - 12.1999
Bachelor of Arts - English
University of NC At Charlotte