Michael Lambert Email & Phone Number

Austin, Texas, United States

Led global campaign and audience strategy for Dell’s B2C, Small Business and Gaming segments across 17 strategic markets.Reduced messaging complexity, increased media efficiency and grew the customer base by streamlining multiple, competing campaigns into one unified campaign under the Dell Technologies Brand.Built global (centralized) organization of 30+ senior marketers that developed and integrated the strategy across Sales, Creative, Product and regional Marketing Teams.Partnered extensively with Dell’s global media agency (Essence Mediacom) to develop audience-driven media strategy grounded in customer insights, thoughtful segmentation and market intelligence. Grew marketing effectiveness by redesigning organizational processes ensuring media, creative and critical business objectives are briefed simultaneously. Increased creative and campaign consistency across Dell’s complex business structure in 17 strategic markets globally.Lowered global production costs by stopping the production of significant amounts of unused creative assets at the regional level. Expanded gaming audience reach by and launched branded E-Sports labs on university campuses to drive Alienware brand awareness among large student gamer population. Alienware units grew 3x on campuses participating in the program.

Austin, Texas, United States

Responsible for driving online, offline demand (inbound/outbound) and Brand Awareness for Dell’s Americas Small Business segment (1-99 employees). Scaled GTM/Marketing strategy that doubled revenue for Dell’s Small Business segment in the span of 3 years. Performance Marketing: Delivered 3 consecutive years of inbound visit demand (+62%) while increasing inbound calls for the first time since at least FY’17. Returned buyer base to growth by increasing Brand layer investment, striking strategic partnerships (AMEX) and scaling E2E programs designed to build communities of loyal customers. Drove cross-segment and expansion market impact with the development of SMB engagement model and GTM playbooks enabling stronger GTM organizations across the globe. Rebuilt team, best FY’20 Tell Dell performance across L3 org. (eNPS +29 pts y/y).Selected for and graduated GOAL Executive Leadership program that prepares top talent for executive level promotion/scope.

Austin, Texas, United States

Integrated strategic partners within Consumer and Small Business marketing activities to significantly scale marketing investment, enable unique go-to-market campaigns and drive incremental demand.Negotiated and allocated $200M/year funding across primary technology partners to scale internal marketing investments. Developed and led impactful, transformative co-marketing programs that unlocked millions in partner funding, effectively leveraged partner brand and media halos and enabled retail sell through. Diversified partner portfolio by increasing AMD investments, developing Sony strategic framework and broadening relationships with Amex, Samsung and other Business Development opportunities.

Austin, Texas, United States

Built affinity marketing program to acquire, increase purchase frequency and improve overall customer lifetime value of employees of large corporations, military and student consumer segments. Owned $300M e-commerce channel with over 20M site visits per year.Drove site simplification initiatives and developed integrated product marketing campaigns that doubled site conversion rates, 60% higher channel profitability, improved customer experience metrics and grew email marketing database by over 50% year/year.Led Dell’s $140M, omni-channel student business and grew profitability +13% through Hi-Ed & Community account acquisition, installing on-campus marketing/sales initiatives displacing competitor programs & bringing to market a discrete, student-only campaign resulting in over $48M revenue. Successfully negotiated with C-Level leadership and multiple functional teams to launch cross-segment incentives within Public vertical space that drove increased revenue and profitability within the Public vertical space. Leadership role in the development and launch of Dell’s first ever loyalty program now enrolling 2.6M members which drive over 30% of total Consumer revenue with 2x life time value as non-member customers. Developed and deployed breakthrough, multi-channel marketing campaign targeting IT and HR decision makers resulting in 65% response rate and the acquisition of 140k new customer acquisitions.

Austin, Texas, United States

Delivered product positioning, messaging, pricing strategies and offline optimization for Dell’s $1B+ XPS premium desktop and laptop brand.Served as primary agency lead and developed creative content and campaign management designed to drive sales of premium product line.Managed planning and execution of Dell’s premium strategy in catalog and direct mail marcom vehicles reaching ~165M circulation and resulting in >$500M in sales annually.Launched and managed Dell’s first experiential and social website designed to elevate and reinvent Dell’s brand through new consumer engagement model resulting in approximately158 million online and offline impressions within first six months.Established key strategic partnerships and negotiated 12-24 month content roadmap that included music and film festivals, celebrity endorsements, contest development/execution and event activation.Developed media plan to optimize consistent online traffic and effectively promote offline events staged in major consumer markets across the U.S.

Austin, Texas, United States

Brand Profitability & Sales Project ManagementArea Sales ManagerSales ManagerSales Agent