Michelle Naden

Michelle Naden Email and Phone Number

Director / Vice President of Marketing | Brand Builder | Team Leader | Specialty in Digital / Social @ High Wide & Handsome
Michelle Naden's Location
Los Angeles Metropolitan Area, United States, United States
Michelle Naden's Contact Details

Michelle Naden work email

Michelle Naden personal email

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About Michelle Naden

I’m a strategic + creative marketing leader with 12+ years of experience developing award-winning campaigns and content across print, video, digital and social for global Fortune 500 CPG, entertainment, gaming, and purpose-driven brands with a specialty in digital/social. An entrepreneurial culture enthusiast, I build and inspire teams to pioneer unexpected, data-driven solutions that drive results. I began my career at Paramount Pictures and full-service agencies, crafting brands and 360° marketing campaigns. I developed a passion for digital as it was emerging, leading the Discovery Networks digital AOR team at Crew Creative and representing digital in integrated 360° campaigns. From there, I led strategic solutions, brand, marketing, and partnerships for digital/social agency AvatarLabs, building our teams and offerings while delivering cutting-edge programs which tripled the size of the agency and produced $30M+ in revenue. I identified, established, and built new capabilities that would become core revenue streams: social media content, community management, branded video content and social listening. YOY gains bolstered by the AOR partnerships and premium brand I developed contributed to being named one of iMedia’s Top 25 Agencies to Watch, ThinkLA’s Digital Creative Agency of the Year; and winning myriad awards including Clios and Webbys. I led digital/social at two medium-sized agencies before pivoting to my passion: helping purpose-driven food and beverage brands thrive.Outside the office I might be found diving with humpback whales, planning my family's next outdoor adventure or wielding marketing powers in service of people, animals, and the planet.Food & beverage (Constellation Brands, Dole, Nissin, Tree Top) • CPG (American Girl, Lego, Mattel, MGA,) • Wellness (MegaFood, Mela Vitamins) • Film / TV / streaming (ABC, A24, A&E, Annapurna, Atom Tickets, CNN, Disney/Fox, Discovery, FOX, F/X, Freeform, HBO / Max, Hulu, Lionsgate, NBC, Netflix, Paramount, Sony, Universal, Warner Bros.) • gaming (Ubisoft) • nonprofit (Nature Conservancy, Stand Up to Cancer, Support + Feed)brand, marketing, & creative strategy + execution • team leadership • account leadership • executive leadership • B2C & B2B marketing • traditional & digital media (print, video, digital, social, experiential, VR, AR) • organic social media • customer acquisition • cross-platform storytelling • data-driven content creation • content strategy • analytics • PR/communications • presenting / pitching • strategic planning • business development • relationship development

Michelle Naden's Current Company Details
High Wide & Handsome

High Wide & Handsome

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Director / Vice President of Marketing | Brand Builder | Team Leader | Specialty in Digital / Social
Michelle Naden Work Experience Details
  • High Wide & Handsome
    Account Director
    High Wide & Handsome Feb 2024 - Present
    Los Angeles, California, Us
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  • High Wide & Handsome
    Director, Social
    High Wide & Handsome May 2022 - Mar 2024
    Los Angeles, California, Us
    Led social marketing efforts for food and beverage brands.• Led social AOR relationship with Dole Packaged Foods (Dole Sunshine), serving six brand teams to promote both established brands and new innovations (Dole Whip, Good Crunch). Led planning, strategy, execution and reporting across organic and paid social, working hand in hand with Dole’s media, PR, and creative agencies (May 2022 - May 2023.) Analyzed organic and paid campaign performance social using Sprinklr and native platforms.• Led original in-house content creation, partnerships, and promotions, helping pitch, craft and execute Dole Sunshine’s most successful promotion of all time (Dole Whip Day) and orchestrating partnerships with brands such as StayPineapple Hotels.• Launched Dole Sunshine’s TikTok channel, leading the effort from education and socialization to strategy and execution.• Launched Dole Sunshine's supplement + probiotic soda brand The Secret Nature of Fruit on social, establishing all-new strategy, voice and visuals. • Crafted bespoke influencer campaigns for Dole and Nissin, selecting diverse sets of influencers against rigorous brand standards. Worked with talent representation and directly with creators to negotiate contracts, optimize budget, and produce resonant creative.• Monitored social channels for industry trends, social trends, competitor activities, and relevant conversations, quickly actioning where relevant.
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  • Avatarlabs
    Vp Partnerships & Strategy | Social + Digital + Augmented Reality
    Avatarlabs Jun 2020 - May 2022
    Encino, Ca, Us
    Led agency partnerships, growth, and accounts with F500, entertainment, and nonprofit brands across digital/social media strategy, creative, premium customer acquisition campaigns, original video content, websites, email, and augmented reality (certified on Facebook, Instagram, Snap, and TikTok.) • Acquired HBO Max AOR relationship for growth marketing, where our digital/social customer acquisition campaigns helped the streamer achieve 73.8 million global subscribers in 2021, beating forecasts. • Account lead on the Stand Up to Cancer AOR account (social, email, web); developing the client relationship and leading the internal team. Led strategy on the year-end giving campaign (biggest initiative of the year) personally crafting the multichannel campaign "All In”. Donations exceeded goal by ~30%.• Established a new agency capability and revenue stream: TikTok Branded Effects (AR lenses.) I identified the opportunity, initiated the relationship with the TikTok Partnerships team, and shepherded our tech, design, and production teams through the year-long process to become a certified Partner. Our first campaign harnessed over 650 million views.• Elevated agency marketing materials, crafting reels for numerous campaigns resulting in winning Clio, OMMA, and Shorty awards for our Knives Out: Get Your Cut digital activation.• Passionate about food, health and wellness, I initiated, established, and led the agency's food + beverage offering.• Refreshed agency brand presence, marketing and communications across all touchpoints and channels (website, video case studies, social, LinkedIn, content, CRM, newsletter content and segmentation, capabilities decks, awards submissions.)
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  • Pivot Coldbrew
    Director, Brand Marketing
    Pivot Coldbrew Mar 2021 - Jun 2021
    Led marketing at a better-for-you RTD functional beverage brand sold in retail and DTC (Erewhon, Bristol Farms, Lazy Acres, Tocaya Organica) balancing high-level strategy with hands-on execution at a fast-moving startup. Product: cold brew coffee + adaptogens + nootropics. 4 year old company was wound down due to funding hurdles.• Crafted 360 launch marketing campaign and execution plan in two months with a team of three. Planned omnichannel go-to-market strategy that included a 3-month sampling tour, brand partnerships, paid media, social media, influencers, and public relations / earned media. • Supported Creative Director in crafting brand and messaging guidelines, visuals, and creative campaign ("Good Energy.") • Optimized customer experience and engagement across packaging, Shopify e-commerce website, email, and social. • Led marketing partner buildout, researching, interviewing, RFPing and selecting media agency, PR agency, creative agency, experiential agency, web / SEO team, photographer, and copywriter.• Sought and nurtured meaningful partnerships with like-minded brands on and offline, executing social media partnerships, a month-long sampling series at Southern California fitness studios (CorePower Yoga, F45, Yoga Bus) and planning co-promotions with Tocaya Organica.• Managed marketing budget, pivoting quickly to solutions best suited to our current and future needs.• Led marketing operations, selecting and onboarding project management tools and setting up processes.• Helped craft progress reports for investors.
  • Canyon Design Group
    Svp, Integrated Marketing | Digital/Social Department Head
    Canyon Design Group Oct 2019 - Mar 2020
    Los Angeles, Ca, Us
    Led digital/social team in 360 integrated consumer marketing campaigns overseeing strategy and execution as Senior Vice President, Integrated Marketing. Laid off due to COVID-19.• Digital/social department head: Co-led digital/social team alongside Creative Director. Built foundations, updated process, expanded staff, updated capabilities and created new strategic vision for the department, increasing business opportunities. Attracted, cultivated, and retained top-performing talent. Campaign work spanned social, banners, motion, and digital OOH.• Consumer marketing strategy: Led, wrote, and presented digital/social proposals for premium film, TV and streaming properties with cross-functional print and A/V teams (research, brief, brainstorming, creative strategy, creative direction, copy, presenting.) • Agency growth marketing (B2B): Developed and executed marketing plans across touchpoints including brand, website content, social channels, e-mail marketing, newsletters, capabilities decks, and relationship development.
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  • Neoganda
    Svp, Digital + Social Media Strategy
    Neoganda 2017 - 2019
    Los Angeles, Ca, Us
    Developed consumer and B2B marketing strategies that led to creative marketing awards, agency growth and team development as Senior Vice President. Crafted agency brand. Helped build social media division.• Agency transformation: Delivered 2-year strategic plan including agency and client development. Helped build social media division. Transformed creative strategy / proposal / new business processes leading to increased new business / new brand work.• Consumer marketing strategy: Led winning digital/social proposals for entertainment and travel brands with cross-functional teams (hands-on research, brief, brainstorming, creative strategy, creative direction, copy writing, live presentation). Built and enacted creative and media strategies from performance-based customer acquisition campaigns to social media campaigns. Interfaced with C-level executives. ABC, Annapurna, Atom Tickets, Focus, Sony Pictures, STX.• Agency Brand: Updated brand to better address market needs (conducted market research, customer surveys, stakeholder interviews, visioning workshop, persona development, brand bible.) • Agency Growth Marketing + Business Development (B2B): Developed and executed comprehensive marketing plans and executed across all touchpoints including brand voice, website content, social channels (organic & paid), e-mail marketing, newsletters, and promotional materials. Created video and interactive case studies. Developed capabilities decks and presented to clients, resulting in new business. Delivered and executed on awards strategy, winning myriad creative awards including a Shorty award for social media. Set up and optimized agency's first CRM database strategy.
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  • The Paw Project
    Director, Marketing
    The Paw Project 2014 - 2019
    Santa Monica, Ca, Us
    Led brand, marketing, creative, and PR/communications efforts for animal rights nonprofit, including the launch of a feature documentary in theaters and on Netflix.2019• Led data-driven customer acquisition campaign across search, social, display, video, landing page, offer and poll that successfully changed hearts and minds. Led media and creative agency RFP and managed overall strategy as well as production process. Recruited and led volunteer team of strategists, designers and developers. Untangled legacy Google and YouTube accounts in preparation for proper Google Grant utilization and increased web traffic. Revamped and organized YouTube channel.2014 - 2017• Developed and executed launch strategies to promote the nonprofit’s acclaimed documentary (theaters, VOD, Netflix) to raise awareness and build a community to support consumer, legislative and fundraising programs. Focused on digital / social marketing due to small budget.• Delivered owned and paid social campaigns and content and managed influencer and celebrity integrations, resulting in a 900% gain in social advocates. • Nurtured then mobilized the community to generate thousands of signatures, raise funds and influence public opinion, resulting in new legislation in the US and Canada. • Worked directly with California senator’s office to build support for new legislation.
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  • Avatarlabs
    Vice President, Marketing + Partnerships (Digital/Social Marketing Strategy, Agency Brand, Growth)
    Avatarlabs 2015 - 2016
    Encino, Ca, Us
    As first head of strategy, marketing and growth, transformed production shop into best-in-class small agency, exponentially increasing revenue and nearly tripling staff. Architected and grew company in multi-faceted senior leadership role by expanding its strategic vision, services, and brand. Member of management team; helped maintain culture of innovation, freedom, and responsibility. CONSUMER MARKETING STRATEGY (B2C)• Led cross-functional strategy/creative/tech teams, pitching and planning 360° digital consumer marketing campaigns from brief through execution, winning 40+ awards including Webby, Clio Key Art, Shorty, FWA, OMMA, IAB, etc. (websites, owned & paid social media, PR, digital display, games, experiential, branded video content, 360° video, AR, VR.)• Established standards for a culture of unconventional thinking that incorporated cultural trends, social listening, consumer and competitive insights enabling us to deliver marketing “firsts” featured in AdAge, Adweek, Mashable, TechCrunch, Variety and Re/code. AGENCY BRAND / MARKETING / PR (B2B)• Built premium brand that drew inbound prospects, long-term client partnerships, and exceptional talent.• Acted as CMO, building marketing process, channels and teams from the ground up; expanding brand across all channels: website, case studies, social, awards, capabilities decks, CRM, email, newsletters, PR. Planned bespoke client events.• Spoke as a thought leader, produced speaking events and represented agency at conferences (OMMA, AdTech, SXSW, Digital Hollywood).BUSINESS DEVELOPMENT / GROWTH• Led account-based marketing. Aligned sales and marketing functions. • Acquired, developed and oversaw prominent client partnerships, increased number of accounts by 40% and converted 4 F1000 accounts into AORs, increasing revenue by $4 - 5M/yr.• Visioned, established and oversaw new agency capabilities: social media content, community management, and branded video content which became core revenue streams.
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  • Avatarlabs
    Director (Digital/Social Marketing Strategy, Agency Brand, Growth)
    Avatarlabs 2009 - 2015
    Encino, Ca, Us
    • Built agency’s social media marketing capabilities, building and training teams in social listening, storytelling, original content creation, event coverage, video, voice, community management, paid media and analytics. • Conceived, pitched and executed social and editorial strategies that drove engagement, acquisition and retention across platforms. • Managed creative/production process and external partners.• Relentlessly pursued innovation opportunities and platform developments so that our clients would be first to harness emerging trends in unprecedented ways (Facebook, Instagram, Twitter, Snapchat, YouTube, Google.)• Developed and marketed 12+ award-winning mobile apps on iOS and Android (original IP as well as branded apps for Disney, Paramount, AMC, etc.)• Selected, set up, and maintained agency sales and marketing systems (database, automation, CRM.)
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  • Crew Creative Advertising
    Senior Account Director
    Crew Creative Advertising 2007 - 2009
    Pitched, developed and oversaw 360° integrated consumer marketing strategies and executions (video/print/digital) in partnership with senior marketing execs, filmmakers and talent. ($100k – 2M) (consumer electronics, film/TV, home entertainment, gaming, and beauty) • Senior lead on the Discovery Networks team; Crew was the digital agency of record who strategized, executed, and reported on all Discovery's websites, online media campaigns, games, apps, and online publicity. I oversaw client relations, marketing strategy, execution, and budgets with a team of five. Traveled to Washington, D.C. regularly. Partnered with media agency on strategy, planning, creative, optimization and analysis to deliver targeted, innovative campaigns.• Conceived and managed multi-channel marketing programs for a wide variety of entertainment clients, acting as the digital lead in all-agency integrated pitches (key art, OOH, original video content, trailers, websites, digital media, social media, games, SEO, email, PR, stunts, activations, POS.)• Developed some of the first Facebook apps to promote film and TV properties, as well as some of the first MySpace promotions.• Brought in new business via prospecting and developing client relationships.
  • Pointroll, A Tegna Company
    Sales Account Executive
    Pointroll, A Tegna Company 2006 - 2007
    King Of Prussia, Pa, Us
    • Generated, developed and expanded relationships with F500 brands, creative and media agencies by offering innovative executions and approaches in a new, competitive space at a high-growth startup (responsible for $2M/year; West Coast revenue / staff office tripled during my tenure.)• Authored and presented creative + media analyses and conducted brand performance studies, uncovering opportunities to elevate performance on subsequent campaigns.
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  • Pointroll, A Tegna Company
    Account Manager
    Pointroll, A Tegna Company 2005 - 2006
    King Of Prussia, Pa, Us
    • Hired as entertainment expert at new West Coast branch to advise on best practices while orchestrating simultaneous dynamic high-profile digital media campaigns with aggressive timelines.
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  • Kaleidoscope Creative Group (Ipg)
    Manager, Print
    Kaleidoscope Creative Group (Ipg) 2003 - 2005
    Managed creative production at Hollywood’s first trailer shop, working with studios, networks and automotive clients to create original brand and marketing materials (key art, trailers, promos, home entertainment packaging, POS, standees, out of home, magazine/newspaper, trade.) ($100k – 1M) • Oversaw and orchestrated in-house and studio photo shoots.• Created corporate marketing materials and helmed creation of first-ever company website.
  • Paramount Pictures
    Creative Advertising
    Paramount Pictures 2000 - 2003
    Los Angeles, Ca, Us
    Created original brand and marketing materials ($100k – 1M) for films in partnership with top-tier creative agencies, world-class photographers, A-list filmmakers and talent. Worked under EVP, Creative Advertising.• Managed relations with filmmakers and talent / teams.• Helped produce high-budget photo shoots with complex custom-built sets and A-list talent. • Coordinated with Creative Services, Publicity, Media, Promotions, Digital, International and Finance.• Helped shepherd unit photographer / photography / approvals / key art process.• Responsible for the accuracy of budgets and finance reports.• Covered Executive Director role during her extended leave, representing ED and EVP in senior-level meetings.
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Michelle Naden Skills

Digital Media Digital Marketing Integrated Marketing Advertising Online Advertising Marketing Digital Strategy Creative Direction Marketing Strategy Television Social Media Marketing Online Marketing B2b Marketing Mobile Marketing Business Development Video Brand Development Analytics Creative Strategy Mobile Applications Marketing Communications Management Email Marketing Customer Relationship Management Public Relations Leadership Strategic Planning Film Relationship Development Brand Marketing Corporate Branding Copywriting Integrated Multi Channel Marketing Web Design User Experience Corporate Communications Public Speaking Creative Advertising Search Engine Marketing Print Advertising Social Media Strategy New Media Video Production 360 Video Film Production Viral Marketing Emerging Technologies Consumer Product Marketing Video Game Marketing Sms Intrapreneurship Business Strategy Go To Market Strategy Content Marketing Food And Beverage Consumer Products E Commerce Cross Functional Team Leadership Creative Problem Solving Media Strategy Paid Social Media Advertising

Michelle Naden Education Details

  • University Of Colorado Boulder
    University Of Colorado Boulder
    Communications
  • Saratoga High School
    Saratoga High School

Frequently Asked Questions about Michelle Naden

What company does Michelle Naden work for?

Michelle Naden works for High Wide & Handsome

What is Michelle Naden's role at the current company?

Michelle Naden's current role is Director / Vice President of Marketing | Brand Builder | Team Leader | Specialty in Digital / Social.

What is Michelle Naden's email address?

Michelle Naden's email address is mi****@****abs.com

What is Michelle Naden's direct phone number?

Michelle Naden's direct phone number is +181878*****

What schools did Michelle Naden attend?

Michelle Naden attended University Of Colorado Boulder, Saratoga High School.

What are some of Michelle Naden's interests?

Michelle Naden has interest in Animal Welfare, Education, Environment.

What skills is Michelle Naden known for?

Michelle Naden has skills like Digital Media, Digital Marketing, Integrated Marketing, Advertising, Online Advertising, Marketing, Digital Strategy, Creative Direction, Marketing Strategy, Television, Social Media Marketing, Online Marketing.

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