Cindy (Michael) Baccetti Email & Phone Number

Redmond, Wa

Site Director, Industry Experience Center, Customer Engagement TeamThe Industry Experience Center (IEC) in Redmond delivers experiential engagements to over 700 of Microsoft's largest customers annually. Through engaging tours and outcome-driven discussions, we empower Microsoft sellers and their customers to reach digital transformation goals. Visiting the IEC’s 25k sq ft. demo zone means engaging with physical and digital immersive experiences, cross solution examples and unique partner content delivered by best-in-class storytellers who customize each tour based on informative pre-tour discussions with each customer. Such unique and customized interactions, displaying cutting-edge partner and first-party technology, told through industry-focused stories fuel Microsoft's sales efforts by highlighting opportunities and inspiring next best actions for the sales process. Global Culinary Leader, Customer Engagement Team As the Global Culinary Leader for the Customer Engagement Team, I oversee culinary operations, storytelling, and design + build capital projects across our executive briefing and experience centers located in Redmond, Singapore, Silicon Valley, and Munich. My teams deliver premium culinary experiences, uphold global service standards, design innovative facilities, and highlight best practices in AI and sustainability. We maximize the investments in our customer centers by serving dishes that represent cultural diversity and highlight sustainable culinary practices. By telling these stories, we share Microsoft’s commitment to actualizing its empowerment mission. Quality local ingredients, diverse suppliers, sustainable supply chains, and culturally inclusive menus are all paramount. Through food, hospitality, and doing good, we make every visit to our centers both pleasurable and educational.

Redmond, Washington, United States

The 23k sq ft Industry Experience Center (IEC) delivers experiential engagements and business outcome driven discussions that empower customers to reach their transformation goals. Our customer tours feature 60+ immersive experiences and unique content aligned to our top eight industries. We proudly deliver world-class engagements, events and meetings every day and drive next steps across the sales cycle thru consumption while showcasing Microsoft innovation and industry stories.

Redmond

The Retail Experience Center (REC) is operated by the CDS WW Channel Strategy and Sales group whose purpose is simple: inspire​ consumers to choose, buy and love to use Microsoft products and services. I drove strategy and execution for the Retail Experience Center (REC), Microsoft’s 23k sq. ft immersive retail lab including twelve different store models, digital and in-store innovations, cloud-based demos and IoT technologies. Facilitated the convergence of Microsoft’s retail technology and merchandising for both the consumer channel and commercial teams spanning Windows, Office, Xbox, Surface and HoloLens as well as Azure, Power BI, Dynamics and Machine Learning. • REC visitors included Fortune 500 customers, retail partners, focus groups, OEMs, ISV partners and internal Microsoft teams. • Influenced revenues of REC tours for commercial team was $498M in FY18, $2B+ over 3 yrs. • Managed day-to-day REC operations and four FT vendors, all tour briefings and scripting, annual strategy, planning and the entire retail experiences team budget of $8M+ only 1% off budget in FY18. • Successfully planned and executed 1,300+ REC events annually including retailer and media tours, consumer research, C-suite level meetings and daylong conferences achieving CSAT scores of 8.8 out of 9.0 in FY18. • Managed from concept to execution START FY17 & FY18 in Seattle, bringing to life a compelling consumer journey for all lines of business with IoT and cloud technologies to 1,500 CDS field colleagues. **START experience center received the highest session GSAT in FY17, second highest in FY18. • Completed in-depth FY19 “REC Reimagined” remodel plan and detailed $4M OPEX & CAPEX budget. • Managed and operated traveling REC showcase/trade show footprints at E3 in June 2015 and CES in 2016.

Greater Seattle Area

No-nonsense approach focused on taking a fresh look at businesses and their customers resulting in ingenious event ideas and uncommon marketing solutions. Improved countless marketing, event and sales programs for clients, thereby increasing cash flow. Expert at aligning what the company says about itself, whether in marketing, advertising, events, PR or via their sales team, with what their customers themselves say they value when making a purchase.• Created marketing plans, websites and collateral for 21 clients to improve sales on average by 15%. • Designed new selling processes including implementation of CRM systems and sales team trainings increasing pipeline YoY on average 28%. • Improved Google rankings via social media and SEO/SEM marketing efforts raising page rankings. • Planned and managed “Open House” and “Grand Opening” customer events for clients. • Consultant for large public events, tech trade shows and conferences, wine & food events. • Created and sold $2.5M+ of event sponsorships to local businesses and media.

Greater Seattle Area

Founded internet company to find and book group dining venues nationwide. Directed all event, direct and online marketing. Managed creative services, advertising and built strategic relationships to ensure strong connections between website users and member venues. • Grew business to over 250 members and managed leads to over 3,000 free listings in 27 US cities. • Achieved 1st page ranking on BING, Yahoo & Google for ‘group dining’ due to strong SEO. • Official group dining portal of Seattle Chamber of Commerce and 200 national corporations. Developed initial concept including storyboards, definition of value proposition and branding. • Directed all developers, IT teams, led pre-launch website testing and UX definitions. • Created visual ‘look and feel’ of website including graphic layout, images and all text. • Defined go-to-market product strategy utilizing research and prospective member insights. • Developed comprehensive online marketing including SEO and pay-per-click strategies and tactics. • Developed partnerships and affiliate programs with third party event planners and organizations.

Member of corporate marketing and leadership teams tasked with developing new innovative marketing and promotional campaigns for over a dozen properties including inn’s, conference centers and resorts. • Booked over 1.1 M in ‘new’ business in 2005; exceeding budgeted revenue goals by 34%. • Managed 2006 New Year’s Eve Party which attracted over 5,000 guests and raised $185K. • Led creation of new sales collateral and website Bell Harbor International Conference Center. • Developed a comprehensive marketing campaign for the new Pier 30 Events Center. • Implemented first ever cause-related marketing plan for Columbia Hospitality. • Booked over a dozen major fundraising events with charitable organizations and foundations. • Created strategic alliances with business community and nonprofit sectors. • Successfully attracted and booked high-profile events garnering major public relations value for Columbia

Responsible for creating innovative marketing and promotional campaigns for EMP’s food and beverage division: restaurant, bar and catering department. • Increased non-museum customer base by 38% in restaurant, bar and catering. * over goal • Named one of the Northwest’s Top 100 corporate media buyers in Media Inc. Magazine. • Booked over two dozen major fundraising events with charitable organizations and foundations. • Increased food and beverage revenues by 36% in 2002 during difficult post- 9/11 timeframe. • Created new sales processes and all collateral for EMP’s food and beverage division. • Developed and implemented new marketing campaign including first ever cause-related marketing plan. • Created strategic alliances with business community and nonprofit sectors. • Managed charitable events; Taste of the Nation, Bite of Seattle and Sunset Supper. • Created and branded seven new nightly entertainment formats for EMP’s bar, Liquid Lounge. • Managed all media buys, coordinated ad agency services and provided creative, copy and other materials. • Managed development of all print, radio, on-line communications, trade shows and special events.

Responsible for creating marketing campaigns to increase foot traffic from hotel guests in restaurant and bar. • Increased guest use of bar and restaurant by 28% via hotel in-room advertising and loyalty programs. • Managed all promotions, print advertising and community outreach for lounge and restaurant. • Created and branded new entertainment formats for lounge, restaurant including college alumni events.

Bs, Accounting & Bs, Business Administration, Minor - Marketing

Education record