Michelle Murray Email & Phone Number

Raleigh, Nc, Us

Raleigh-Durham, North Carolina Area

Your Fractional CMO is a strategic marketing firm that offers project-based and longer-term marketing services. From mentoring current staff, setting strategic direction or jumping in to ensure seamless execution on existing campaigns--Your Fractional CMO is ready to help. We specialize in helping companies in transition or who are not ready to hire a full-time senior marketing leader. And we can serve as the marketing department you wish you had.We bring expertise in demand generation, digital marketing & websites, sales support, branding & messaging, events & trade shows--and more! Let's grow your business!

Raleigh-Durham, North Carolina Area

An energetic player-coach responsible for overseeing all aspects of marketing from messaging and demand generation to events, digital marketing, sales operations and branding.• Drove 5x increase in prospects delivered to sales while driving 2.5x pipeline growth in six months• Created a sales & marketing collaboration culture that ensured lead tracking, pipeline analysis and a hand-in-hand work ethic. Drove account-based marketing (ABM) best practices and social selling model.• Balanced demand generation programs to include longer-term content marketing strategies while supplementing with short-term focused campaigns to drive near-term pipeline• Created strategic marketing plans including market analysis, competitive landscape, pricing, prospecting campaigns, client retention programs and budgeting. Tracked customer acquisition costs and MROI.• Completely reinvented website, facilitating digital marketing campaigns and content marketing • Oversaw national public relations program including extensive byline placements, speaker placements, and award submissions• Led trade show execution--delivering more leads per show than ever, with greater pipeline-readiness• Built foundational processes for cross-team collaboration including reporting dashboards, calendars, content repositories and databases, KPIs and regular internal communications cadence

Raleigh, Nc

Create and implement strategic marketing and communications programs for technology-driven clients. Includes messaging & positioning, branding, thought leadership/trend piece development, sales enablement support, digital marketing/demand generation programs, writing & graphic design services, and more.

Raleigh-Durham, North Carolina Area

From a zero baseline, developed marketing function, team and programs. Defined corporate pitch and product offerings in market-relatable terms. Balanced marketing investment across event-based strategies, demand generation, content-based marketing programs, website, advertising, PR, and other priorities.• Developed and implemented content marketing strategy to enable demand generation programs for all solutions—including stable of sell sheets, white papers, thought-leadership pieces and more• Drove 300% increase in inbound leads through targeted, digital lead gen campaigns• Built sales process and lead-routing protocols for pipeline tracking via Salesforce.com and Dynamics CRMs• Created Sales Operations function to drive consistent proposal/RFP response, CRM and nurture programs• Implemented new website within first 100 days—providing analytics and digital insights for first time in company history• Created internal communications framework and vehicles to drive company-wide understanding of business objectives• Developed brand identity and guidelines, setting creative direction and managing extensive vendor network

Raleigh-Durham, North Carolina Area

Developed and executed a clearly defined marketing strategy to drive business growth and brand awareness. Responsible for planning, organizing, staffing and managing all marketing functions to achieve sales objectives, pipeline impact and visibility while ensuring a consistent marketing message.• Drove 300% increase in lead conversion rate in less than 12 months• Led 12x increase in Marketing-generated sales pipeline• Oversaw rapid implementation of Eloqua Marketing Automation system• Balance marketing investment across lead generation and brand awareness/consideration activities• Developed content-marketing strategies and oversaw execution to drive pipeline momentum, SEO rankings, product launches and market awareness• Defined and enforced corporate brand identity—from logo usage, to product naming to templates

Raleigh-Durham, North Carolina Area

• Designed and implemented demand generation programs to support sales initiatives• Drove integration of marketing leads into salesforce.com, and clear definition of lead hand-off criteria within the sales process• Created marketing operations function to support development and execution of campaigns and marketing programs, tracking MROI and cost of lead acquisition• Managed execution of national and regional trade shows and events• Oversaw departmental budgeting and vendor management

Durham, Nc

• Managed overhaul of cree.com website, launching April 2012, including implementation of content management system (CMS), design refresh, translations and new content creation• Oversaw global public relations function including reporter engagement, press release creation and trade show support• Supervised social media and eMarketing programs including email marketing, YouTube, facebook, Twitter, etc.• Coordinated global brand implementation across advertising, events, and collateral

• Oversaw million-dollar global public relations program• Drove advertising creation and placement strategy• Served as main point-of-contact for June 2011 U.S. President Barack Obama and March 2009 U.S. Vice President Joe Biden site visits• Coordinated marketing communications elements, including collateral, photography, copy writing, etc.

• Supported CEO and senior leadership team with powerful, creative programs, via a variety of digital, print and face-to-face marketing tactics, including: presentation development, targeted marketing programs, microsites, surveys, town hall meetings• Led global employee communications team tasked with reinvigorating global brand and culture change—turning 35,000+ employees into corporate storytellers using a variety of digital, print and guerrilla media• Prioritized and managed $4 million budget, strategic vendors• Crisis communications (internal and external) including message creation and serving as spokesperson• Re-engineered internal corporate marketing mix, demonstrated 200% increase in readership

• Developed campaign roadmaps for Enterprise VoIP and data products, sales effectiveness and next-generation R&D projects—supporting business objectives by creating measurable marketing programs mixing traditional and digital media• Led 11% year-over-year increase in executive communications and credibility scores measured on Employee Satisfaction survey

• Managed multi-million dollar Global Arts & Entertainment and Racing sponsorships, including strategic direction, implementation and program ROI evaluation• Created sponsorship assessment decision tree, advised on implementation and investments• Pitched Nortel products and messages to senior Hollywood executives, resulting in high-exposure placements on approximately 75 TV series and 40+ movies

• Managed media relations and public relations initiatives for largest revenue division, including management of junior staff, development of external messages and pitching/securing media placements

• Coordinated public relations programs for corporation's largest revenue division including: product/technology launches, press release production and dissemination, responses to industry analyst inquiries, Atlanta-based media relations activities, and trade show public relations support

Ba, Journalism & Mass Communication, Speech Communications Concentration

Activities and Societies: PRSA, University Development Office intern, Kappa Kappa Gamma

Bachelor’S Degree, Journalism And Mass Communication