Marketing I Social Media I SEO I CRM

Wellness 4 Warriors II  Board Member                                                                                                                          2012 to present

Bands For Arms Board Member                                                                                                                                          2010 - 2012

​Strategy and Execution

Social Media

Analysis and Reporting

​Campaign Management

Brand Management

Event Planning

Loyalty Marketing

Content Marketing




(C) 2017 Michelle Orelup. All rights reserved.


Marketing Manager - Global Healthcare Alliance, Houston, TX 

2014 to 2017
Software solutions connecting patient, payer and provider (SaaS).

Responsible for all aspects of inbound and outbound lead generation, CRM data, email marketing, social media, website content and trade shows.
Increased 2014 Y-O-Y sales by 50% through messaging strategies that drove conversions.
Increased Linkedin followers on company page by 400% 
Incorporated SharePoint and Insights into CRM to enhance existing data, provide better content sharing and a warm introduction for the inside sales team.
Implemented and managed Lead Forensics to identify and convert website visitors.
Managed the planning, coordination, execution and budget for all trade shows. Quadrupled Y-O-Y pre-scheduled appointments for the Annual MGMA conference.
Managed the nurture strategy to increase clicks and appointments. Identify and target key segments using personalized marketing. Managed data imports and segmentation for lead-generation emails and contact strategy.

Developed messaging, A/B testing and deployment of prospect and client emails, events, newsletters and special announcements.
Developed new web content to drive organic traffic to the website.
Managed a $1 million budget which covers vendor relationships, events, advertising, PR, and web development.

MarCom NPI Deliverables Manager – Hewlett-Packard, Houston, TX

2012 to 2014

Technology company with a focus on hardware, cloud, security and data services (SaaS).
Created and managed web content as Google+ Community Manager to increase product awareness in social media.
Created web banners as lead generation tools for a third-party site.
Developed SharePoint site to consolidate documents from multiple sites for regional access.
Initiated an interview with Hollywood cinematographer acquired $20K budget for the production. This video is used as both a customer testimonial and sales tool for high-end HP DreamColor displays.
Managed monthly email for third-party distribution
Developed product marketing for digital signage, and consumer / commercial displays for the sales teams to use in selling product to Amazon, Best Buy and other third-party resellers.
Managed monthly internal newsletter to update team on new collateral, positioning and PR launches.

Marketing Communications Specialist – Equity Lifestyle Properties, Plano, TX  

ELS owns and operates RV resorts, campgrounds and mobile-home communities in North America.

Managed print and digital marketing to promote 300 vacation destinations to more than 100,000 customers.
Developed brand standards and incorporated social media for additional exposure.
Implemented QR tags in print media and FourSquare to increase brand engagement at property check-in level.
Implemented a contact strategy for the email channel to reduce customer opt-outs.
Developed and managed the annual marketing plan to promote properties by zone, season and customer segmentation.

Project Manager - JCP Rewards, Plano, TX

2009 –2011
JCP Rewards is the loyalty program for JCPenney’s with a points-for-currency system of rewarding customers for monthly purchases.

Managed the execution of a $25 million Android Smart-Phone campaign that received more than 500,000 responses. Worked on customer experience, testing, messaging and execution.
Developed a contact/retention strategy to personalize email messaging through both segmentation and branded offers based on customer data.
Managed the planning and execution of monthly email promotions and national contests.
Participated in rebranding the Rewards program to integrate a tier-level system of rewards to align with the credit program.

CRM Store Selection – JCPenney, Plano, TX

2008 – 2009
CRM program at JCPenney’s for customer targeting, acquisition and retention.

Utilized Teradata CRM tool for database marketing to segment catalog customers for retail marketing.
Customer scoring and other models were used to determine segmentation for each data pull.

Marketing Analyst - Interstate All Battery Center, Dallas, TX

2004 – 2008
Subsidiary of Interstate Batteries: Interstate All Battery Center is a retail franchise operation with more than 100 stores in the US, Canada and Puerto Rico.

Implemented and managed email and web marketing channels which was attributed as part of double-digit store sales in three years.
Developed and implemented a web-based, content management system for franchise owners. This tool provided franchisees with pre-approved branded marketing and a range of price points on product and services for their specific market. Gathered requirements, developed project scope, messaging, graphics and price points. Deployed within 90 days of project startup.
Reduced marketing production from 90 days to 30 days.
Managed monthly promotional budgets across all print and digital channels.
Managed all aspects of email and print communications including; creative, content, vendor relationships, campaign execution and post-campaign analysis.
Analyzed online data to determine trends and provide actionable business insights.

Various positions - Occidental Chemical – Dallas, TX


​University of Phoenix (Dallas, TX campus)   Bachelor of Science: Business / eBusiness      


MS Office, CRM (MS Dynamics, Salesforce), Lead Forensics, Email Marketing (Pardot, Constant Contact, Vertical Response, ClickDimensions), SharePoint, Google (Analytics, AdWords, Adsense, PageSpeed Insights), PhotoShop, SEO, Social Media (facebook, twitter, Google+, Linkedin, WordPress, HubPages, Instagram, Pinterest), basic skills with .html and CSS

Digital Marketing  

Project Management

Email Marketing

CRM Management                

Marketing professional focused on improving B2C/B2B performance and awareness through effective content marketing, SEO, email and social media. Click to download my resume.

Michelle Orelup​