Michelle Tobin Email and Phone Number

Collaborate with the agency owner and team to further build the two-generational brand of customer loyalty and service. Seek out events, network with area businesses, and manage social presence and engagement.

As your Fractional Marketing solution, Wabash & Lake operates as your Fractional CMO, Marketing Director, Marketing Team, and Ad Agency all-in-one, while building your brand, BETTER. With custom marketing plans, strategies, and an overall message that is right for you and your customers no matter your industry or location.

Creating strategies that grow market share, increase sponsorship revenue, and drive growth while safeguarding the brand for a 3,500 member volleyball club -- the largest volleyball dedicated facility in the nation. Key responsibilities are establishing and deepening community networks and creating promotions and events or activities to increase membership.

A community advocacy group to save 150+ homes, including our 90-acre Century Farm in rural Hanover County, Virginia from a train bypass. Our board of directors met weekly, attended and spoke at town, county, Commonwealth Board of Transportation, CSX, and Department of Rail and Public Transportation meetings. With a great time commitment, research, and public appearances, we persuaded DRPT to drop the "western bypass" recommendation. Other results included development of a website and Facebook group.

A regional parenting magazine for Richmond and surrounding areas. Responsibilities included developing and executing social media plan for Facebook, Twitter, Pinterest, and Instagram; in-house design of event signage, video, and slideshows; serving as calendar editor and copy staff; and part of team to redesign website.

Developed and executed corporate social media philosophy and plan and launched two Facebook pages and a YouTube page for the region's largest rock climbing gym. Results included a new website, media plan, monthly newsletters, designed promotional material and print ads; and implemented tactics to build a stronger brand and culture.

Temporary position for Account Supervisor on maternity leave. The agency focused on consulting and project management for niche clients seeking to establish or propel brand identity. Clients included Fiorucci Foods, Dominion Virginia Power, and town of Williamsburg, Va. I provided the highest level account service to clients including project management, copywriting, budgeting, and estimating. I partnered with freelance art directors, printers, web designers and writers based on client needs assessments.

Short term position to develop a 3-year marketing plan, brand strategy, budget, and collateral for a private 20-physician otolaryngology and audiology practice serving 21,000 patients a year. Responsibilities included analyzing patient demographics and identifying potential target markets through marketing research and competitive analysis. I built relationships with area pediatricians and primary care physicians to increase consultation and designed a plan to increase the sale of hearing aids by 0% in the first year. I served as media and public relations for the practice, as well as design new collateral to support the communications plan.

Directed all marketing department activities for a thriving private medical-surgical eye care practice and non-profit foundation serving 175,000 patients a year. Instrumental team player contributing to consistent annual revenue growth; expansion from 6 to 13 locations; increase in physicians from 13 to 31; and staff development for 275. Scope of responsibility impacted patients, the public, employees, and physicians. Key results in addition to growth include a comprehensive annual media buy of television, radio, print, outdoor media, direct mail, and digital advertising. I developed the practice's first website; pitched media with well-written news releases; and development of collateral both inhouse and agency.

Support the Marketing Director in all marketing activities for a thriving private ophthalmology practice and non-profit foundation serving 175,000 patients a year. Responsibilities included managing seminars for LASIK physicians, market research, physician relations, writing monthly newsletters, and coordinating staff inservices for 75+ clinicians.

Managed department budget, scheduling, and agency agreements for a large uninterrupted power system manufacturer. Provided marketing and sales support to 150 American and Canadian sales reps for customers including IBM, Lockheed Martin, and the U.S. Government. Developed the company's first lead generation, tracking, and sales incentive program. In-house design of sales literature and product presentations. Managed and attended nation-wide trade show exhibits.