VOLUNTEER WORK - Board of director roles

Digital Marketing for B2B / B2C and SaaS

(C) 2023 Michelle Orelup. All rights reserved.

Data-driven professional with expertise in strategic digital marketing for retail, technology, healthcare, and SaaS companies. Skilled at developing multi-format, multi-channel content to engage target audiences and support the buying journey. Dedicated to building an integrated channel mix to increase brand reach, authority, lead generation, and conversions. 

Core Competencies include Strategy Development and Execution, Project Management, Brand Management, Lead Generation, Content Marketing, Channel Management, CRM Management, Direct Marketing, Email Marketing, SEO, SEM, and Social Media.

CRM experience (Microsoft Dynamics CRM, Salesforce), Email Marketing experience (Constant Contact, Vertical Response, ClickDimensions, MailChimp, Pardot), Content Management Systems (SharePoint, Basecamp), Google (Analytics, AdWords, Adsense, PageSpeed Insights), PhotoShop, SEO, SEM, Content Marketing, Direct Marketing, Social Media experience (Facebook, Twitter, LinkedIn, WordPress, HubPages, Instagram, Pinterest, YouTube) PPC Advertising (Google, Microsoft BING, YouTube, LinkedIn), Competitive Intelligence (Lead Forensics, ZoomInfo, SEMRush)



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



Wellness 4 Warriors II  Board Member 2012 - 2019

Bands For Arms Board Member 2010 - 2012

Construction Industry Solutions (COINS), Marketing Communications Manager, Milwaukee, WI

​September 2020 to Present

​Construction management software for the global market.

Manage all inbound and outbound marketing, including lead gen initiatives for web, email, PPC, social media, and video for the US region. 

Strategic email marketing contributed to 44% of closed deals.
Increased website traffic by 373% through targeted communications.
Increased referral traffic by more than 80,000 visitors annually through YouTube marketing.
Increased website conversions by 80% by improving the user experience.
Developed COINS YouTube channel and video content which is in the Top 3 for daily referral traffic.
Developed case studies, blog posts and video content to demonstrate the value and efficiencies of COINS solutions.
Manage keyword strategy and PPC campaigns for Google, YouTube, BING, and LinkedIn.

Quality SEO, Marketing Communications Manager, Las Vegas, NV                                                          

February 2017 to 2021

Integrated Marketing Solutions for B2B and B2C brands. 

Generate insights based on a thorough review of the brand, content, analytics, trends, and user experience.
Provide recommendations for strategic positioning of branding, messaging, optimization, concept development and campaign strategy.
Content creation for print and digital collateral to create brand awareness, generate leads, and increase conversions.
Produce videos to distill complex product features and benefits into a simple defined message.
Create tag lines and value proposition statements.
Optimize and refine content strategy.      

Weir Oil and Gas, Marketing Project Manager, Houston TX (Contract Role)

Oct - Dec. 2017

Engineering solutions to lower total cost of ownership.
Recruited for a short-term contract to guide marketing teams in Houston and Ft. Worth and to move projects forward to completion. Liaison to Marketing Director to provide seamless project updates.
Responsible for mapping out and delegating the tasks required to implement the remaining projects.
Managed the project calendar to ensure all campaign phases were promptly completed.
Collaborated with writers, designers, and agencies to plan campaign development.
Oversight for new product packaging.
Oversaw the marketing programs budget for multi-channel marketing, events, and PPC campaigns.

Global Healthcare Alliance, Marketing Manager, Houston, TX 

June 2014 - February 2017
Software solutions connecting patient, payer and provider (SaaS).

Managed all strategic marketing activities to create awareness and improve sales performance.
Converted 10% of website traffic to a sales appointment by integrating lead generation tactics and assigning leads to sales team.
Increased Y-O-Y sales by 50% through segmented email marketing and social media strategy that targeted specialty practices with relevant/industry specific content.
Doubled Y-O-Y pre-scheduled appointments at the MGMA conference through email marketing.
Increased LinkedIn followers by over 400% through effective content marketing.
Managed SEO strategy and content marketing that increased organic traffic by 45%.
Managed MS Dynamics CRM including records management for quality and integrity, importing and segmenting records for lead-generation emails, contact strategy, and custom sales lists.
Implemented lead scoring to track and position prospects through the sales funnel.
Identified target segments for personalization for email marketing. Developed messaging, A/B testing and deployment of emails, events, newsletters, and special announcements.
Brand management and continuity across all digital and traditional marketing channels.
Oversight of a $1 Million marketing budget to include agencies, advertising, PR, and events.
Project managed the data integration from MS Dynamics CRM to Salesforce CRM.
Copywriting for PR, advertising, email marketing, video scripts, web, and social media.

Hewlett-Packard, Marketing Project Manager, Houston, TX

March 2012 - March 2014

Technology company with a focus on hardware, cloud, security and data services (SaaS).
Collaborated with Product Managers, Engineers, and senior stakeholders to develop product marketing and messaging for sales toolkits, video demos, sales presentations, and positioning statements for go-to-market product launch.
Initiated a video interview with a Hollywood cinematographer that continues to function as both a testimonial and a primary sales tool to promote high-end HP DreamColor displays.
Managed monthly internal newsletter to update the team on new collateral, positioning, and PR launches.
Created web banners as lead generation tools for a third-party site.
Developed SharePoint site to consolidate documents from multiple sites for worldwide access.
Managed project updates to the commercial roadmap for HP Displays and Accessories.
Managed monthly email for third-party distribution. 

Equity Lifestyle Properties, Marketing Communications Specialist, Plano, TX  

February - June 2011
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.

JCP Rewards, Marketing Project Manager, Plano, TX (Contract Role)

​November 2009 – January 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.

JCPenney, CRM - Catalog Marketing, Plano, TX (Contract Role)

​October 2008 – June 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.

Interstate All Battery Center, Marketing Analyst, Dallas, TX

April 2004 – August 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

March 1999 - April 2004