Michele Marin Email & Phone Number

Hyattsville, Maryland, Us

• Researched potential customers and competitive offerings to develop mission, vision, value proposition and brand, including tagline, brand standards, key messaging, and collateral materials for the U.S. Dept. of Homeland Security’s data analytics office. • Benchmarked government and private sector Chief Data Offices to identify the capabilities needed; analyzed the political environment and recent legislation and regulation to identity requirements for the organization’s design, and translated them in a strategic plan and two-year strategy roadmap to establish or mature the organization’s capabilities.

• Responsible for a three person media relations and social media team for 6,000-person global videoconferencing company in North, Central, and South America through its acquisition.• Worked closely with investor relations, employee communications, and sales and marketing teams to develop comprehensive global strategic communication plans that delivered a consistent message to global audiences, while synchronizing the execution and customization in local media markets worldwide.• Rebuilt the earned media relations program in North America by engaging highly influential individuals, including industry analysts and through leaders, to advocate the features and benefits of our products and services.• Instituted a content management strategy to mature social media program in North America and established social media program in targeted South American markets to maintain share of voice during deal closing.

Mclean, Va, Us

• Developed and managed strategic communication campaigns coordinating producers, writers, graphics designers, developers to deliver consistent messaging for 8,500 person, $1.5 billion global information technology and systems engineering not-for-profit.• Led child welfare strategic communication campaign to position MITRE as a thought leader in health data analytics, including writing an integrated plan and white paper and coordinating a multi-disciplinary team to publish online, produce a video, secure speaking opportunities and engage stakeholders.• Served as senior strategic communication advisor to Vice President of Human Resources, overhauled employee recruiting and orientation materials incorporating online and social media channels securing keynote speaking opportunities at marquis conferences resulting in media coverage in top tier publications.• Led multi-year corporate communication campaign for enterprise-wide business transformation initiative, earning the company’s highest award.

• Created a brand identity, tagline, messaging and web content for global public affairs firm.• Wrote script, coached spokeswomen and produced video promoting women-owned small businesses.• Developed pitches for national print and broadcast media for the ten-year anniversary of Hurricane Katrina.• Clients served: DCI Group, JPI, MITRE Corporation, National Women’s Business Council, The Salvation Army

Blacksburg, Va, Us

• Planned and implemented five-year strategic communication plans targeting congress, media, and external stakeholders in the largest reorganization in the U.S. Coast Guard’s 223-year history, for the rebranding of the Office responsible for the U.S. Dept. of Homeland Security Dept.’s real and personal property portfolio.• Advised senior executives on media relations, interview preparation and message delivery.• Developed a proprietary methodology, training materials and templates to create brand identities, taglines, messaging and web content. • Built communication consulting practice from one to 12 employees in four years.• Clients served: U.S. Dept. of Homeland Security and U.S. Coast Guard

Washington, District Of Columbia, Us

• Developed and led execution of strategic brand communication plan for The Salvation Army USA resulting in a 300% increase in online donations to The Red Kettle Christmas Campaign and Hurricane Katrina disaster relief efforts over 9/11, including securing a one-year partnership with ABC’s Good Morning America.• Developed and executed brand communication strategy with a public affairs campaign to build regulatory approval for start-up airline, Virgin America, including brand positioning statement, overarching key message architecture, Executive Leadership Team media training, and media relations. • Developed PRSA Silver Anvil Award-winning media strategy and led execution of the Air Transport Association’s public affairs campaigns, combining advertising, media relations, social media, grassroots advocacy, and coalition building to drive over 1.5 million messages to key Congressional audiences – helping drop the price of oil 35 percent in the first seven weeks.• Led media relations support for Sony Ericcson’s acquisition of Redback Networks and Deutsche Post DHL’s acquisition of Smart and Global Mail, to elevate status as an acquisition target followed by unified messaging announcing the acquisition to investors, analysts, and media.• Managed, mentored and motivated nine-person team with responsibility for overall client satisfaction and agency profitability of all corporate communication and public affairs clients, totaling $3.5 million.• Contributed to 30 percent increase in agency public relations revenue helping agency break into PR Week’s list of top 10 DC agencies and top 100 national agencies.• Clients served: Airbus, Air Transport Association, Blank Rome LLP, Deutsche Post DHL, Direct Marketing Association, Midwest ISO, Sony Ericcson Redback Networks, U. S. Coast Guard, U. S. Computing Association, U. S. Dept. of General Services, The Salvation Army Canada, The Salvation Army USA, and Virgin America.

Bellevue, Washington, Us

• Planned and led execution of communication plan supporting global launch of Microsoft Windows Mobile Smartphones, resulting in more than 500 national print and broadcast placements worldwide.• Managed six-person media relations team and $2 million budget with responsibility for partner public relations program with mobile operators, device manufacturers (OEMs,) software developers, and software application companies, including AT&T Wireless, Motorola, Orange, and Verizon Wireless. • Planned and executed media and industry analyst relations components for Microsoft’s Chief Technology Officer and Chief Security Officer’s software security initiative, Trustworthy Computing, culminating in feature stories in C/Net and Fortune, and a favorable report from Gartner analysts – historically harsh critics.• Developed and executed media awareness program that propelled MSN from a non-starter to a major place to advertise online by managing media relations for strategic partners, including, Comcast, ESPN, MSNBC, The Olympics, Unilever, Verizon, and Volvo. • Planned media relations and managed media perceptions for product launches and upgrades for MSN Internet Access, and web portal services, including MSN Explorer, MSN Mobile, MSN Search, and MSN Shopping as well as media relations plans Windows Millennium Edition (Windows ME) operating system. • Clients served: Microsoft Corporate Communications, MSN, Windows and Windows Mobile.

Harrisburg, Pa, Us

Master Of Arts (M.A.), International Business And Policy

Bachelor Of Arts (B.A.), Majored In Political Science And English Literature; Minored In Economics And Philosphy