Director, Marketing Communications, Quality SEO, Las Vegas, NV                                                          

2017 to present

Integrated Marketing Solutions for B2B and B2C brands.
Design comprehensive marketing strategies to create brand awareness and incorporate the right marketing channels to increase conversions.
Develop taglines, positioning statements, and value propositions to create a memorable brand impression.
Produce branded videos to demonstrate product features and benefits, and to engage visitors during their decision stage of the buyer journey. 

Marketing Project Manager, Weir Oil and Gas, Houston TX


Engineering solutions to lower total cost of ownership.
Recruited to guide marketing teams in Houston and Ft. Worth to move projects forward to completion. Liaison to Marketing Director to provide seamless updates.
Responsible for mapping out the tasks required to implement the remaining projects for 2017.
Create and manage the project calendar to ensure project phases are completed in a timely manner.
Collaborate with writers and designers to produce content.
Manage the budget of the marketing programs.

Marketing Manager - Global Healthcare Alliance, Houston, TX 

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

­­Responsible for all aspects of strategic marketing, including; lead generation, CRM, database marketing, email marketing, social media, website, SEO, trade shows, campaign and brand management.
Converted 10% of website traffic to sales appointment using a web tool to identify website visitors.

Increased 2014 Y-O-Y sales by 50% through segmented email marketing that drove conversions.

Doubled year-over-year pre-scheduled appointments at the MGMA conference.

Increased Linkedin followers by over 400% through content marketing and social media.

Implemented SEO and increased organic traffic by 45%.

Managed the email nurture strategy to increase sales appointments.​

Identified target segments for personalized marketing. Developed messaging, A/B testing and deployment of emails, events, newsletters, and special announcements.

Managed the tactical and strategic elements of MS Dynamics CRM which included; records management for quality and integrity, importing and segmenting records for lead-generation emails, and contact strategy, and managing sales lists for six inside sales reps.

Managed the brand across all digital marketing channels and offline media to ensure consistency in corporate branding.

Managed a $1 Million marketing budget which included vendor relationships, advertising, PR, and events.​

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

2012 to 2014

Technology company with a focus on hardware, cloud, security and data services (SaaS).
Worked with Product Managers, Engineers, and organizational leaders to develop marketing collateral, sales materials, and positioning statements for digital displays and accessories.
Developed sales decks and video demos for product launch.
Initiated a video interview with Hollywood cinematographer that is used as both a testimonial and a 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 and managed web content as Google+ Community Manager to increase awareness for new display products.
Created web banners as lead generation tools for a third-party site.
Developed SharePoint site to consolidate documents from multiple sites for regional access.
Managed monthly email for third-party distribution. ​

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




VOLUNTEER WORK - Board of director roles

Brand Management

Event Planning

Loyalty Marketing

Content Marketing

(C) 2019 Michelle Orelup. All rights reserved.

Strategic Marketing  

Project Management

Email Marketing

CRM Management                


Wellness 4 Warriors II  Board Member 2012 - 2019

Bands For Arms Board Member 2010 - 2012

​​Tools / applications

Digital Marketing Communications

MS Office, CRM (MS Dynamics, Salesforce, Teradata), 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)

Accomplished Marketing Manager with more than 10 years of experience managing digital channels for companies in retail, hardware, healthcare and SaaS. Skilled in developing channel strategies, improving brand recognition, managing SEO and SEM, and managing the CRM for sales, email marketing, account-based marketing and lead generation.

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

​Strategy and Execution

Social Media

Analysis and Reporting

​Campaign Management