Michele Bedard Email & Phone Number

United States

Social Media Strategy And Execution | Content Management | Project & Vendor Management

Minneapolis, Minnesota, United States

Bayport, Minnesota

Established strategic framework and growth roadmap for a new segment targeting luxury residential architects and builders, and ultra-affluent consumers.- Repositioned newly acquired ultra-luxury custom fenestration company with a new customer journey to deliver a concierge-level, high-touch/high-tech differentiating experience through workshops and insights. - Co-created a 3-year actionable stabilization-to-growth business plan and initiated its execution while optimizing available… Show more Established strategic framework and growth roadmap for a new segment targeting luxury residential architects and builders, and ultra-affluent consumers.- Repositioned newly acquired ultra-luxury custom fenestration company with a new customer journey to deliver a concierge-level, high-touch/high-tech differentiating experience through workshops and insights. - Co-created a 3-year actionable stabilization-to-growth business plan and initiated its execution while optimizing available resources and internal collaborations. Show less

Sheboygan, Wisconsin Area

Delivered a marketing and customer experience strategy for Kohler’s global network of 10 premier showrooms to align the branded experience and increase impact on sales to international architects, designers, developers, and hospitality.- Developed a thorough current state analysis with global partners and an action plan for addressing immediate opportunities such as product offering and brand communications cohesiveness and a monthly effectiveness dashboard.

Hartford, Ct

Contracted as a brand consultant to leverage customer-centric innovations into integrated campaigns. Designed targeted digital launch campaign for Cigna One Guide Solution (LinkedIn, email, video), attaining conversion performance 48% above benchmark, including a provider gamification project that involved 90-second holographic game bringing benefits to life.

Madison, Wisconsin

Led Sub-Zero and Wolf global brand management, Marketing & Communications. Built and managed multi-disciplinary team, agencies/partners. Supported sales team, 50+ showrooms, 20+ distributors. Reported to Owner-President. - Contributed to quadrupled corporate revenue over tenure. Drove increased demand year-over-year and category-leading brand metrics vs. avg., such as unaided consideration SZ +16%, Wolf +21%, reputation +12%, and leadership +35%. - Repositioned and revitalized 70-year… Show more Led Sub-Zero and Wolf global brand management, Marketing & Communications. Built and managed multi-disciplinary team, agencies/partners. Supported sales team, 50+ showrooms, 20+ distributors. Reported to Owner-President. - Contributed to quadrupled corporate revenue over tenure. Drove increased demand year-over-year and category-leading brand metrics vs. avg., such as unaided consideration SZ +16%, Wolf +21%, reputation +12%, and leadership +35%. - Repositioned and revitalized 70-year old Sub-Zero into #1 luxury appliance brand (48% share) around novel Freshness messaging, robust internal and external integrated communications, PR, events plan executed across the entire business.- Launched numerous new models with hyper-targeted owned, earned, paid media, showroom activation, digital & social. Re-energized B2B leads +25% and showroom traffic +12% over goals. New Generation program (60+ new contemporary models, styles, sizes over 2 years) surpassed revenue goals by 18%.- Transformed function into an omnichannel digital “targeting and conversion machine” driven by segmentation, CRM, marketing automation, analytics, cohesive content, and optimized campaigns. Hyper-targeting strategy for hard-to-find qualified affluents delivered +20% in lead acquisition (annual avg.), conversion +16% (to 83%), cost per lead -$14 to $111, owner product registration +23%. Delivered alignment across purchase funnel from initial interest to ownership. Show less

Madison, Wisconsin Area

Launched company's first global marketing campaigns, focusing on Luxury with Substance. Established consistency in brand, messaging, process across corporate teams, global distributors, showrooms, and retailers. - Launched luxury Wolf cooking brand in a crowded category into iconic #1 rank in consideration and demand in only 8 years. - Devised and drove the implementation of a research, insights, and brand health performance dashboard, a first for the company, and transformed the… Show more Launched company's first global marketing campaigns, focusing on Luxury with Substance. Established consistency in brand, messaging, process across corporate teams, global distributors, showrooms, and retailers. - Launched luxury Wolf cooking brand in a crowded category into iconic #1 rank in consideration and demand in only 8 years. - Devised and drove the implementation of a research, insights, and brand health performance dashboard, a first for the company, and transformed the marketing organization into a results-driven high performing machine.- Delivered “Passion. Fueled by Wolf” awareness ad campaign that won 2004 Silver EFFIE, increased sales 52%, brand awareness 40%, and performance perception attribute by 6%.- Led digital marketing team to win Best Manufacturer Site in 2003, 2007, and 2008 from IAC by inspiring deep partner collaboration, alignment around an elevated brand vision and aggressive digital conversion metrics. Show less

Auburn Hills, Mi

Led marketing strategy for new Beetle, Golf, Passat, and Cabrio. Managed models and programs contributed to increase in awareness 62% in U.S. and 43% in Canada (2000 vs. 1997), sales increase of 107%, and brand’s induction in AMA Hall of Fame as “Classic Brand of 2000.” Participated in task force to revamp dealerships’ look and feel, still in market now.> Reversed New Beetle sales decline and won Silver EFFIE for 2001 “Round for a Reason” campaign with positioning including rational… Show more Led marketing strategy for new Beetle, Golf, Passat, and Cabrio. Managed models and programs contributed to increase in awareness 62% in U.S. and 43% in Canada (2000 vs. 1997), sales increase of 107%, and brand’s induction in AMA Hall of Fame as “Classic Brand of 2000.” Participated in task force to revamp dealerships’ look and feel, still in market now.> Reversed New Beetle sales decline and won Silver EFFIE for 2001 “Round for a Reason” campaign with positioning including rational benefits, such as safety, road handling, and spaciousness.> Executed Beetle Turbo Cup races (Grand Prix, Le Mans). > Contributed to massive VW brand re-launch with award-winning “Drivers Wanted” platform.> Increased 1999 Golf purchase intentions 70% (1999 vs. 1997) with TV ads named #1 by Ad Age.> Revitalized Cabrio’s image and sales with 2001 EFFIE-winning “Milky Way TV” campaign. Show less

Toronto, Canada

Responsible for communications strategy and execution, new products market launches, market analysis and new segments development, agency management and Quebec marketing leadership.- Introduced Volkswagen's award-winning Drivers Wanted strategy in Canada which re-invigorated the brand and dramatically grew metrics: 1996 brand awareness reached 48% in Canada, 91% in Quebec over 1994. - Launched new Passat with entirely new positioning and communications platform that increase share… Show more Responsible for communications strategy and execution, new products market launches, market analysis and new segments development, agency management and Quebec marketing leadership.- Introduced Volkswagen's award-winning Drivers Wanted strategy in Canada which re-invigorated the brand and dramatically grew metrics: 1996 brand awareness reached 48% in Canada, 91% in Quebec over 1994. - Launched new Passat with entirely new positioning and communications platform that increase share in a declining market by 12%.- Managed Dealer Marketing Association and French Canadian communications and advertising agency.- Spearheaded new segment by capturing share in growing affluent Asian segment (migrating from Hong Kong). Targeted Asian opinion leaders and grew dealer showroom traffic and unaided awareness by 112% over 12 months. Show less