Michelle O'Brien Email and Phone Number

Reporting to the CMO, responsible for Brand, PR/Media Relations, and Strategic Marketing Partnerships. Major focus includes ensuring a consistent global brand, increasing awareness of Phillips’ unique corporate culture and capabilities with a diverse set of external audiences, developing stronger relationships with external partners by optimizing co-marketing strategies and plans, and leading the development of a world-class demand generation engine.• After being appointed Phillips’ first brand steward, led the development of brand system and guidelines to ensure consistency and flexibility of the brand worldwide.• Led SEO strategy and execution resulting in 49% YoY increase in organic traffic to the website and a decline in bounce rates.• Collaborated with marketing, sales and IT to document and standardize global lead processes.

Oversaw marketing strategy and tactical marketing communications plan for $250M Data Communications Division. • Leadership: Mentored, managed, and built a high-performance marketing team that spanned multiple business units in multiple locations.• Budget Management: Managed $5M annual marketing budget with full accountability for performance against immediate and long-range corporate objectives.• Sustainability Marketing: Led all marketing communication activities for the corporate sustainability team.• PR and social media: Led the PR and social media strategy resulting in a 10% YoY increase in brand awareness, customer engagement, and website traffic.• M&A Communications: Led communications strategy, plan, and brand transitions for new acquisitions resulting in greater employee, customer and partner engagement and consistency of messaging.• Omnichannel Marketing: Launched integrated marketing campaigns across all communication channels resulting in a record number of marketing qualified leads, sales accepted leads, opportunities, and closed revenue.• Content Development: Managed all marketing communications activities and materials including advertising, website, thought leadership, social media, rich media, live and virtual events, and sales enablement tools/presentations.• Content/Digital Marketing: Developed content marketing strategies aligned with the customer journey leveraging digital tools including Pardot and Salesforce.com resulting in incremental leads and ROI.• Sales Enablement: Partnered with sales leadership on sales enablement strategies increasing productivity and revenue. • Channel Marketing: Oversaw reseller and distributor channel marketing strategy and programs increasing mindshare, awareness, preference, and ROI.• Product Launch: Collaborated with product leaders to launch new products efficiently and effectively contributing to an increase in market share from 22% to 42%.

Charged with developing and leading a Global Enterprise Marketing team with the mission of extending the Company’s measured awareness and preference in the Enterprise through integrated marketing plans. Designed, developed, and managed global communication strategies, campaigns, and programs for Fortune 1000 customers. Developed innovative account-based marketing programs to foster cross-selling and upselling. Key marketing leader responsible for contributing to growth of company from $700M to $2B in sales. • Leadership: Served as key contributor and change manager involved in transforming the marketing organization into a world-class marketing team. Managed program managers and cross-functional team supporting enterprise sales efforts.• Global Campaigns: In partnership with global enterprise sales leaders and product/solution VPs, developed data center marketing strategy and customer-tailored marketing messages and campaigns resulting in incremental leads, sales, and positive ROI.• Innovative Marketing: Launched the Company’s first collaborative social media community generating over 20,000 users through a low-cost marketing campaign.• Digital: Developed innovative digital tools and programs resulting in an increase in revenue and share of wallet in key enterprise accounts.• Events: Developed event strategy and plan for enterprise, government, and vertical markets and increased event efficiencies YoY by 185% while increasing overall leads, sales and over 500% ROI.• Analyst Relations: Created the Company’s first analyst relations program resulting in inclusion on Gartner analysts’ short-lists• Thought Leadership: Streamlined content development and thought leadership process by working with subject matter experts and Chief Technology Officer resulting in an increase in speaking opportunities by 190%.