Michael Lang Email & Phone Number

Pittsburgh, PA, US

Warrendale, Pennsylvania, United States

• Led and directed an internal marketing team and external digital marketing/web development agency through the execution of a robust strategic plan consisting of an integrated mix of marketing tactics
• Worked closely with Sales and Product Management to build comprehensive and fully cohesive marketing campaigns designed to generate leads and increase revenue
• Directed product marketing strategy including market research, customer needs analysis, content creation and dissemination, product positioning, pricing, branding/awareness messaging, assurance of service readiness.
• Improved the performance of the company website through best practice UX, paid media budget management, inbound traffic generation and e-commerce/marketing qualified lead production
• Championed the hardware and software innovation process by facilitating new product development submissions through ongoing, internal solicitation of concepts, driving the concept review process and maintaining a.
• Cultivated design thinking principles and agile processes to enable innovation in new product design and product lifecycle changes

• Established this successful travel consultation company and evolved it from a start-up into a thriving, profitable business
• Maintained a rolling 3-year strategic plan that included a “5 P’s” marketing strategy, sales development & sales growth tactics, staff and financial management
• Created all aspects of the brand including content, messaging, tagline, tone, colors and presentation
• Developed sales and marketing strategies to grow the business including identifying new opportunities, sales pipeline management, and tracking sales performance
• Graphically designed and wrote all collateral materials
• Planned and executed all email marketing campaigns

Erie, Pennsylvania Area

• Planned and directed the efforts of the global product management, marketing communications, creative services and market research functions
• Developed a strategic marketing plan to support key initiatives in various market segments and geographies including new product launches, product enhancements, and competitive actions
• Led strategy development, supported new business development opportunities and determined tactics to strengthen market share and customer relationships, which contributed to top line sales growth and EBIT growth.
• Owned product lifecycles and directed and managed the product development function by introducing and executing formal procedures based on Stage-Gate and agile/scrum principles
• Trained different departments on these processes, including but not limited to the Engineering, Marketing, Sales, Operations, Procurement, and Production functions
• Evolved the product strategy for the software, engineering and support that delivered automation, process control and information technology throughout the energy supply chain

Greater Pittsburgh Area

• Contributed to a growth strategy that has seen the size of the company double both financially and in head count in the last three years
• Defined, wrote, and directed comprehensive marketing plans for the retail and commercial marketing channels, targeting specialty flooring retailers, flooring contractors, consumers, architects, interior designers, and.
• Introduced new strategies to the company including consumer market research, both qualitative and quantitative, consumer segmentation, and a formal, retail customer co-op Marketing program
• Developed a highly focused retail target market prospecting program utilizing Nielsen Market Research
• Led, developed and mentored a Retail Channel Marketing Manager, three Marketing Specialists, and a Product Manager
• Directed an external marketing agency that provided PR, advertising, and creative services

• Reported directly to the President and COO
• Developed, prioritized, implemented, and managed a mix of marketing strategies that contributed to sales and overall company growth.
• Established the Marketing Department through the writing and execution of a five-year plan that yielded the company’s annual marketing budget and marketing strategy, which contributed to the doubling of the annual.
• Created and expanded a library of high quality product catalogs, brochures, flyers, and other collateral materials, providing professionally designed, printed sales and marketing tools for multiple divisions.
• Developed company advertising, both print and electronic, including content, design, and layout and selected the media that was used to disseminate the advertising, including trade publications, local periodicals.
• Added more precision to sales planning and continuous progress tracking through thoroughly orchestrated market research and direct marketing, resulting in a steady stream of new customer relationships and significant.