MICHELLE LOONEY
San Francisco, CA 94133 |- |- | linkedin.com/in/michellelooney
SENIOR MARKETING STRATEGIST
Telling stories that build brands and launch innovative new products
Dynamic marketing strategist with proven record developing and implementing brand and marketing strategies, content,
digital and B2B events. Experienced with global organizations and startups, across technology, healthcare, and product
design sectors. Conducts extensive market, competitor and customer research for proper audience targeting. Crafts
effective, revenue-generating marketing and communications vehicles. Adept at optimizing web presence through
content design using multimedia and visual marketing productions. Develops and strengthens strategic partnerships to
build consensus on adopting new insights and branding strategies that sustain business growth. Master of Arts in
Integrated Marketing Communication and proficient on latest web design, CRM and analytics technologies.
Key Expertise
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Strategic Planning & Execution
Marketing Communications
Revenue Generation & Growth
Event Planning
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Team Building & Leadership
Digital Marketing & SEO
Data Analytics & Insights
New Business Development
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Strategic Client Relationships
New Product Launches
Web Content Development
Copywriting & Editing
PROFESSIONAL EXPERIENCE
INBOUNDLABS, Remote
2018 - Present
Consultant & Marketing Strategist
Responsible for creating and developing marketing strategies that combine all marketing goals into one comprehensive
plan for various agency accounts. Supports clients with research, analysis, and recommendations in related areas,
including branding, persona development, messaging platform creation, content strategy and SEO to attract and convert
leads. Structures and presents recommendations to clients. Works with clients to create a creative brief for the creative
department, driving the strategic direction of each campaign and ensuring the creative work is both on brand and
strategically focused. Collaborates with team to ensure a consistent and effective experience across channels.
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Grew account size by maintaining an intimate understanding of the client's core business, and ensuring that a
strong working relationship was established.
Increased revenue with improved processes, cutting administrative time and increasing billable hours.
CEREGO, San Francisco, CA
2015 – 2017
Marketing Director
Steered innovative go-to-market strategies, full-funnel marketing program, and imaginative brand management, driving
sales and revenue growth in Higher Education and Corporate training sectors. Conducted market and competitor
research and used storytelling to merge digital and traditional channels and accelerate brand awareness. Crafted event
strategies, including presence at global events, such as SXSW, TICE, and ATD, and raised profile by securing speaking
engagements and presentation opportunities. Conceptualized, scripted, produced and directed videos.
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Successfully pivoted company from B2C to B2B, and established a content strategy to attract potential buyers and
position leaders as experts in learning technology.
Generated content and managed agency in production of print and digital marketing collateral and website.
Partnered with customers on go-to-market plans for joint product launches, case studies and panel topics
reaching 16K+ attendees at SXSWedu.
Devised and implemented scalable infrastructure enabling use of Hubspot, Google Analytics, Asana and
Salesforce CRM platforms and analytics to accurately measure marketing impact.
Drove significant revenue growth, generating SQLs of $48M in potential revenue and added artificial intelligence
(AI) and machine learning to brand narrative.
Renovated website content-doubling visitor traffic and increasing conversions by 3% in four months.
Michelle Looney |-- • Page 2
BITNAMI, San Francisco, CA
2014 – 2015
Global Marketing Director
Hired to maximize market share and revenues and define strategy to drive user growth and convert new customers to
platform. Developed targeted marketing automation and content programs, conducted buyer insight analysis, and
determined in-product consumer touch points and communications flow.
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Applied vision, creative thinking, and digital marketing expertise to develop messaging platform, brand identity,
and voice, together with creating SEO friendly web content.
Steered global team of writers, UX specialist, developers, and designers, implementing structures, processes,
procedures, and technologies to optimize communication flow and monitor project progress.
Increase newsletter subscriptions, achieving 55% growth, reaching 700K+ unique subscribers within 6 months.
Led planning and implementation of 2 major product feature launches and 17 partner launches within 6 months.
Expanded brand reach through key influencers and media coverage in The Register, InfoWorld and Forbes.
KING FISH MEDIA, Boston, MA
2013 – 2014
Vice President, Content Strategy
Defined and developed comprehensive marketing and content strategies for diverse clients including Ameriprise
Financial, BBVA, SAP SuccessFactors, Bank of America, Penske Truck Leasing, CNE Direct, Lightlife Foods and IBM.
Used creative and technical skills to craft digital stories in text, video and interactive formats for multi-faceted programs.
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Achieved significant increase in client renewals and attained 100% account retention rate.
Drove sales and revenue streams by identifying opportunities to broaden digital and social offerings.
LOGMEIN, Boston, MA
2011 – 2013
Senior Engagement Marketing Manager, 2012 – 2013
Marketing Programs Manager, 2011 – 2012
Initially recruited as marketing programs manager to drive implementation of strategies for growth of new product
‘join.me’. Rapidly promoted to lead engagement marketing and centralize inbound marketing initiatives. Chosen to
participate in a summer international work exchange program in South Africa, funded by the US. State Department.
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Expertly defined and developed content and social marketing strategies for seven SaaS brands, securing 100%
YoY revenue growth and contributing to double-digit growth ($210M in revenues).
Drove 118% ‘join.me’ user base increase, surpassing 50M participants within one year.
Led brand and content strategy as part of go-to-market team for Xively IoT, acquired by Google for $50M.
BLUE IVY, Boston, MA
Co-Founder & Event Director
2009 – 2011
SERMO (now part of WorldOne Interactive), Boston, MA
Director, Product Marketing
2007 – 2009
CONTINUUM (now part of EPAM Systems, Inc.)
Marketing Manager
2004 – 2007
EDUCATION, AWARDS & AFFILIATIONS
Master of Arts in Integrated Marketing Communication, Emerson College, Boston, MA; Department IMC Award
Bachelor of Arts in Creative Writing, Florida State University, Tallahassee, FL & London, UK
National Scholarship for Excellence / HATCH Award, join.me digital creative design
American Marketing Association
TECHNICAL SKILLS
InVision; Adobe Creative Cloud; Zeplin; BugHerd, WordPress; HubSpot; Squarespace; Ghost; Tumblr, Hootsuite; Sprout
Social; Buffer; Facebook; Twitter; LinkedIn; Instagram, Pardot; MailChimp; SEO; PRNewswire;
Salesforce; Base; ProsperWorks; Zendesk; UserVoice; Delighted (NPS), HTML, CSS; Eventbrite;
Slack; Asana; Google Apps; Google Analytics; MixPanel; DropBox; Zoom; BaseCamp; Trello; HotJar
