Michelle Edwards Email & Phone Number

Seattle, Washington, Us

Lead product and design of the B2B & B2C Ecommerce Platform (SAP Commerce Cloud)- Oversee the entire product life cycle from development to launch and coordinate strategy and planning- Collaborate with departments across the business as well as executive team to lead product vision, strategy and execution- Oversee research, gathering user, competitor and comparator data to make best decisions possible on the product- Work with customers and organizations to prioritize feature requests and changes based on business value, customer value and ROI- Evaluate market trends and competitive landscape to improve product- Develop go-to-market strategies for product launches and expansion

San Francisco, California, Us

Atlanta, Ga, Us

Redesign of enterprise web application that uses block-chain technology to verify credentialed candidates for companies looking to securely employ gig workers. • Determined clients' UX needs and scoped project to fit within given project timeline, including discovery, design, development and delivery• Designed and conducted research with users, and comparative B2B enterprise platformsSynthesized research to define strategic solutions to meet user needs, including redesign of complex Information Architecture to simplify a challenging user-flow• Conducted remote user tests to validate designs and usability, leveraging qualitative and quantitative data and feedback to inform design decisions on iterations• Created mid and high fidelity wireframes, mockups and prototypes in collaboration with team of designers• Delivered actionable assets to client for implementation into their business, including Prototype, Zeplin files, extensible design system, new sitemap and user persona

Seattle, Washington, Us

 SAP Commerce Cloud Re-Platform: As product owner, led e-commerce website design & user testing projects, working with in-house UX, agency project managers and offshore development: Increased per session value +43% & conversion rate +12% Progressive Web App Design & Build: Collaborated on design and development of PWA, working with agency team: Improved mobile experience and conversion rate +8.84% & decreased bounce -10.35%

Seattle, Washington, Us

As a member of the Executive leadership team, manages Martech stack, marketing and conversion strategy, web technologies, and leads internal and external teams in execution of acquisition and retention programs. Utilize all digital media channels plus offline direct marketing tools to drive traffic, optimize conversion and generate repeat purchases. Designed and implemented email marketing and loyalty program creating a new revenue channel.--New program accounted for 15% of sales within 90 days of launch Redesigned UI/UX of web site to maximize conversion; implemented optimization platform, user-testing and feedback loops to further inform strategy. Fluidly develop and deploy multi-channel strategy, tactics and content for concurrent campaigns and digital operations.-- Leverage Content/Social Media, SEO, SEM, Email, Direct Mail, Affiliates, Blog, Site Optimization & 3rd-party tools

Does your marketing organization have to do more with less? Extend your team's resources by collaborating with me on digital and marketing initiatives to build a connected brand and turn customers into evangelists. -Objective strategic input to move projects forward quickly and effectively.-Plan and execute strategic content marketing programs and digital content development.-Collaborate across internal teams and other agency resources to achieve project goals. SAMPLE PROJECTS-Launching new initiatives and providing your team with the tools for ongoing success: Online direct marketing campaigns utilizing social media, web site development and paid online search campaigns, plus offline collateral.-Web copy development and sales material copy writing.-Digital marketing playbook - evaluate your needs and make recommendations specific to your brand's goals.-Getting started with email marketing.-Multi-media corporate communications including development of print collateral, on-site signage, writing and production supervision of video assets.

Managed online and offline global direct/content marketing programs, paid search, PR and content development for white-label consumer product designer and manufacturer. Positioned company to move forward and grow market share in stagnating market by leveraging technology that allows global retailers and mobile app developers to add a co-creation shopping experience to their digital platforms. -Designed and launched paid search/content marketing programs aimed at Mobile App developers for Beta API program.-Managed communications for business news and strategy/implementation of thought leadership program. Helped company earn awards including:--"Innovative Manufacturer of the Year" from Seattle Business--"In-House Design Award" from GD USA--Coverage of business acquisition in Wall Street Journal and feature article in Puget Sound Business Journal-Worked collaboratively with sales organization to develop Sales & Marketing Funnel and lead nurture plan.-Wrote copy and contracted with design firm to build corporate communications assets and presentations for CEO, executives and sales team.-Collaborated with Product Development team to bring new products to market, including contributing to content development and writing.

Bellevue, Wa, Us

Protect the health of all pets, adopted and homeless with innovative pet health insurance plans.-Drive lead generation, customer acquisition & retention, leveraging strategic business partnerships and online marketing vehicles.-Email marketing & customer life cycle communications: Optimized programs to increase KPIs on average of 10 to 25%.--Salesforce & ExactTarget integrated programs management -Loyalty & Engagement Programs; Relaunched cause-marketing program.-Brand development & web assets optimization; Increased average purchase conversion of same audience from 3% to 6%.-Affiliate marketing program development; Collaborated with development team to build and launch self-service Partner Account and Asset Portal.

Redmond, Wa, Us

-Manage web development, merchandising and marketing, and direct-to-consumer sales for international retail web sites.-Develop brand's direct to consumer relationship.-Plan and implement promotions, site merchandising, creative / programming development, develop and market user-generated content, manage organic SEO, and UI/UX.-Drive traffic growth and revenue of 100% year over year and customer acquisition through e-mail marketing programs, affiliate program, online advertising and social media.-Team achieved revenue growth from $2MM to $8MM in less than 24 months -Negotiate and manage contracts with vendors to support ongoing needs of rapidly changing and growing business.-Launched affiliate marketing program with 250% ROMI-Developed branded social media communities including Facebook (named a Top 20 Site by Inc.com, March 20110) and Twitterwww.clarisonic.com

-As president, co-managed Seattle region's largest annual marketing conference, generating a profit for the club and hosting hundred's of area professionals for education and networking.-Provided strategic direction to board.-Facilitated networking and educational events for Seattle area direct marketers.-2009; Served as Vice President-2008; Served as Web Chair

Woodinville, Wa, Us

-Worked closely with clients, vendors and internal design / production teams on large format printing, digital printing, bindery and fulfillment / mailing projects.-Supervised production and nationwide distribution of in-store collateral for clients including Eddie Bauer stores, directing online inventory management, and production of high profile corporate communications pieces.-Acted as point person on major re-branding effort for Children's Hospital of Seattle in development of all new corporate branding materials and deployment of custom online print-on-demand system.-Managed B2B sales and negotiations, and new business development.

Seattle, Washington, Us

-Managed agency's internet marketing services for clients and launched development of junior account mangers.-Collaborated with clients to achieve sales and revenue goals utilizing comprehensive online marketing strategies: web design & creative, organic SEO / SEM, email marketing, social media, affiliates, blogging and online advertising tactics.-Responsible for strategic planning on multiple client accounts as well as internal resource management and daily project management for account profitability.

Seattle, Wa, Us

-Managed all marketing activities for healthcare provider with 7 regional locations to drive new patient acquisition and repositioning of corporate identity.-Utilized cross-media campaigns including direct mail, print, radio, web site, search engine marketing and outdoor to increase brand awareness grow new patient volume by 14% per year. -Began with $750K budget, and grew to $3MM, while ensuring positive ROMI.-Led research and competitive analysis, contributing to corporate strategic plans, board communications and major re-branding effort.-Worked on development and marketing of new service lines to position organization in high-profile competitive service market.-Developed new customer communications and acquisition tools including online appointment setting tool and news publication.-Commended twice by CEO for outstanding performance.

-Directed print and online advertising campaigns for clients in regional daily newspaper.-Increased sales in territory by 200% in three months by adding new advertisers and growing existing accounts. Maintained 20% average growth for remainder of year across all business.-Conceived and launched new revenue product for publication, with a bi-monthly print and online coupon book. Managed contributions to new publication by all additional sales team.-Worked with clients to develop creative, messaging and schedule of communications to ensure ROI on their budgets.

Dallas, Tx, Us

-Planned and produced television advertising for clients, including auto sales, retailers and healthcare providers.-Conducted demographic research and utilized consumer databases, including Scarborough and Nielsen Ratings to plan effective schedules and content selection for clients.-Awarded by ESPN for outstanding performance of sales in NFL advertising in the Northwest Region.-Negotiated $70k to $100k increase in a major account's ad spend, although their overall business was down.

-Provided public relations services to early stage technology companies, including Greatfood.com, ServiceStop and CyberCamps (Giant Campus), to garner earned media and influencer opportunities on behalf of clients.-Performed competitive analysis on new and emerging markets in online business, including assessment of website features, media climate and competitive threats.-Advised clients on positioning and messaging based on market conditions, and produced media kit materials and press releases to capitalize on each client's unique offering.-Researched and authored first crisis communications plan to be produced by the agency.-Developed outbound media communications strategies, identified Key Opinion Leaders and executed outreach campaigns with strategic media outlets.

Certificate - User Experience Design, User Experience Research & Design

Ba, Communications