Michelle Graham

Serve as a strategic partner to Sales and Marketing teams to develop, plan and execute marketing campaigns to best address the prospective client’s perceived needs. • Organizes and directs the long-term and short-term strategic marketing efforts to meet both market share and sales goals. • Defines the marketing strategy and oversee successful planning and execution of marketing programs. • Works closely with the Corporate and Regional management teams to establish objectives, benchmarks and priorities and communicate and report on key results, and ensures alignment across the entire sales and marketing organization. • Drives opportunity development throughout the aligned geography, develop and execute integrated marketing programs to generate qualified sales leads in support of company pipeline, revenue and customer community growth goals. • Oversees ad directs the field marketing staff. Develop and nurture a world-class marketing team that will scale and thrive as the business grows. • Develops policies, procedures, and processes in consultation with stakeholders to ensure optimal marketing productivity. • Works with corporate alliances team to build local relationships with key alliance partners including, but not limited to, Microsoft, IBM and HP. • Works collaborative with corporate marketing to ensure best practices knowledge sharing and cross pollination of field marketing programs. • Understands changes to the marketplace and industry and adjust marketing plans accordingly.

• Own organization’s CRM instance & automation tools, responsible for data integrity, logic automation, and seamless handoff between teams • Led massive audit of HubSpot, refining the lead funnel, sales handoffs, and pipeline stages to create a comprehensive, repeatable sales model • Develop dashboards to monitor performance metrics that drive ongoing improvements, including conversion rates, pipeline velocity, and ROI • Own signed partner relationships to grow strategic channel accounts via cross-functional alignment, sales enablement, and account mapping • Responsible for Marketing budget planning and execution, managing Marketing Manager to provide oversight & approvals to GTM strategy

• Championed Click's public voice for high-level brand & awareness. Inclusive of media, advertising, PR, investors & external partner rollouts • Owned Click’s event strategy, inclusive of selection, planning, execution, and post event follow-through. Including tradeshows & conferences. • Ensured quality services to improve client relationships, implementing standard processes and best practices to address evolving client needs • Supported marketing content creation and positioning to deliver our USP in a consistent manner, across diverse formats (verbal, written, video) • Built internal policies & procedures for employees, driving change management efforts through company-wide employee communications •Experience owning inbound leads, as first line of engagement for qualification and follow-up based on budget, need, authority & timeline • Partnered with Marketing, Sales, Client Success, and Product to lead strategic, cross-functional initiatives that address our corporate goals

• Developed, executed and managed steady drumbeat of direct marketing campaigns, webinars, promotions, events and other efforts to drive demand • Managed digital demand gen. media channels including SEO, PPC, paid social, retargeting, and endemic sponsorships • Owned lead process from capture to follow-up; work collaboratively with sales to assess quality of MQLs from marketing campaigns • Managed company social media activities, including developing campaigns to support other marketing efforts, creating content, moderating conversations, tracking trends and measuring results • Championed marketing automation nurturing series and workflows targeting partners and customers • Measured, analyzed, and reported on campaign performance and pipeline building activities to provide visibility to pipeline health and evaluate campaign return on investment • Managed budget and spend, create a quarterly marketing investment plan • Oversaw development and optimization of content for demand generation, awareness, and sales enablement

• Drove strategy and execution of Patterson Dental’s key paid media campaigns • Represented Customer Marketing in conversations with priority manufacturer partners, advocating for strategic, multi-touch campaigns that move customers through the purchase funnel based on data and consumer insights • Lead cross-functional teams, driving efficiencies and breaking down barriers to support high-quality, agile work • Launched and managed the first content-driven endemic site partnership with leading industry associations • Developed vendor marketing sponsorship process, inclusive of channel placement opportunities, package templates, submission guidelines, asset collection, and quarterly reporting, and reviews • Supported the roll-out of Lattice Engines, a predictive analytics tool enabling sales with insights in the form of hot leads • Worked directly with regional sales managers to develop and customize templates, centralizing local and national initiatives

• Developed strategy and managed execution of a highly targeted, multi-media lead generation campaign that delivered over 1,600 digital inquiries and $2.1 million in closed sales in 8 months • Introduced and championed the first behaviorally-driven, lead generation marketing campaign within Patterson Companies • Drove new tactical opportunities such as gated content and programmatic advertising to meet campaign engagement goals • Leveraged cross-channel data and research to understand/share customer insights that ultimately impact business strategy • Served as a core team member in standing up an Inside Sales Team to qualify and close digital lead inquiries from handoff

• Led email marketing campaigns from inception to analysis, calling upon the creation and optimization of email creatives and targeted landing pages • Identified automation strategies to generate and nurture leads through tactics such as A/B testing, personalization, and behavioral triggers • Created customer-centric, world-class content for 4 web properties using SEO best practices to please both shoppers and search engines • Acted as an effective brand champion and product marketer by collaborating with vendors, stakeholders, and other online channels that work in conjunction with email marketing • Developed creative imagery and assets using Adobe Photoshop and Illustrator for use across eCommerce websites and email campaigns • Managed CMS platforms including Miva and WordPress with the use of HTML and WYSIWYG

• Documented the requirements and roadmap for implementing an effective web based platform for the Gas Business. • Developed, implemented, and analyzed communication campaigns via the Eloqua automated email system. • Managed Cummins ESB Social Media platforms via corporate-wide accounts and segment-targeted accounts. • Created engaging, targeted landing pages to promote Cummins ESB through digital strategies and content development.

• Drove brand awareness and increased sales opportunities by managing Cummins ESB North America event attendance. • Led communication tactics for Cummins Gas G-Drive business, driving an enabler to sign new GOEM partnerships in target markets. • Collaborated with external vendors to deliver multi-faceted communication campaigns both on time and on target. • Provided Area Business Organizations in South America and Central America with training and support to drive consistent messaging across the Gas business.

• Developed marketing materials such as brochures, flyers, and newsletters for WELLU programs and events • Managed and enhanced the WELLU website • Coordinated and managed social networking for the WELLU • Scheduled events for the WELLU and followed-up with participants • Attended monthly meetings and took minutes

• Collected and analyzed aftermarket service contract data. • Developed a complete profile of aftermarket tools and resources for the Sales Team. • Created a comprehensive instruction manual for the department’s Oracle CRM system.

• Assisted residents with daily personal care • Wrote reports of the daily activities of residents • Communicated and collaborated with coworkers regarding residents

• Collected competitive information and generated comparison graphs and tables comparing Power Solutions products with top competitors • Analyzed and drew conclusions on CPG Power Solutions position in the market relative to its competitors • Established an effective organization system for the department’s electronic file share • Identified and compared market prices for Cummins Power Solutions products relative to top competitors by application and region

Marketing and Management Majors