Michelle Williams, Des Email & Phone Number

Leader of high-performing audience marketing team. Provides strategic direction of audience marketing for DEIR, Outreach, Industry, Academia, Early Career, International growth. Collaborate across society to plan, extract data and research that influences marketing to drive audience growth, engagement, and membership.

Created multichannel marketing plans that connected the value of ACS programs, products, and services and membership. Collaborated with partners to execute “One ACS” experiences. Executed digital marketing to drive attendance and membership growth during custom global events. Achieved 18% of membership growth through event engagement and retargeting tactics.

Results through storytelling. Developed digital marketing growth strategies for complex global events and conferences that connected niche audiences. Crafted experiential marketing plans, product integrations to align with brand & production. Specializing in transforming business goals and ideas into impactful integrated productions that go beyond the traditional experience for ROI success. Produced brand messages and product stories.Production accomplishments:Consumer Technology Association, CES Producer, Marketing LeaderExecutive Producer & Community Director, Culture Summit Creative Director, American Trucking Association

Managed a matrixed team of marketing managers, product owners and freelance creative team that supported Blackboard Higher Ed, K12, Business products. Orchestrated Blackboard’s 2015 New Learner Experience million-dollar brand campaign launch. Managed Freeman Productions 600K marketing production budget and for iQ360 research relationship. Oversaw a best in class team of design contractors and top vendors to execute the delivery of exciting digital, mobile, print, booth plans, presentations, videos, event signage and set designs. Directed global teams through strategic brand campaigns, live streams, event experiences and personalized multi-platform engagements that increased brand sentiment and pipeline. Effectively led agency partners through the development of integrated marketing campaign developments anchored on student success and Bb products. Producer accomplishments:Executive produced Blackboard’s annual edtech conferences, BbWorld 2016 and BbWorld 2017. Led the conference customer-centric design and general session run of show creation within creative budget. Examples of videos executive produced: Blackboard Charitable Giving Program, Global Education Award | Blackboard, Welcome to Blackboard | IBM and Blackboard Team accomplishment: Blackboard 2017 Shark Tank team winner (Optimization and cost saving solution)

Project managed Blackboard's global team through the development of frontend and backend work for Blackboard's international websites. Managed team through requirement gathering and content localization strategy planning. Coordinated and conducted focus group testing. Developed design operating processes and requirements documentation used to onboard agencies and new designers.

Launched and managed new Client Services unit with Front-end and Back-end developers. Integrated the business needs for ongoing client support and wellness into the DNA of development. Improved client relationships and materialized backlogs into full support engagements. Prepared lead reports and analyzed salesforce data. Lead client developments, managed budgets, project managed releases and the overall needs of clients. Oversaw PFC Energy, IOM Institute, National Aquarium digital marketing growth strategies, website redesign testing and nurture plans.

Recruited to manage matrixed teams through complex product launches. Guided product owners on feature roadmaps and release plans. Responsible for internal releases and B2B marketing of AOL properties. (Apple Account, Clearspring account owner) Partnered with India and UK development teams to launch global compliant products. Prioritized roadmaps based on use case testing, trends, and usability data with Jira tool. Demonstrated social media tactics that increased traffic and unique visitors by 15.4% percent.

Leader of 10 marketing managers, community manager and freelance social producers. Responsible for traffic and sponsorship growth across 25 web channels. Team increased traffic by 2 million page views with multichannel marketing, redesign and newsletter launch. Established interactive live and virtual artist events. Collaborated with Coca-Cola, McDonald's, Fannie Mae, P&G and Def Jam productions to execute integrated events and sponsored productions. Spearheaded the creation of micro-sites to support mega specials like BET Awards, Spring Bling, BET Honors and oversaw the #1 web channel, ON TV web channel on BET.com. Website received 1M hits weekly. Guided hosts and celebrities through the taping of interactive segments, promotional spots and live streams. Oversaw the overall on-air branding of BET.com initiatives across BET programming to engage consumers and viewers.Organized online efforts to support the 2005 live S.O.S. telethon campaign that raised 11 million dollars for Hurricane Katrina victims.Produced Verizon's BET Viewers’ Choice campaign, that received over 900 thousand votes within one month. Managed BET's mobile college tour, unsigned artist engagements and organized street teams for digital activations.

Owned full accountability to refine and manage the lifecycle of marketing, community events, website and products to facilitate enterprise-wide growth. Spearheaded the launch of all community tools. Collaborated with VP of Business Development to ensure all community tools were in adherence to growth and revenue goals. Prepared internal communications to inform teams on launch campaigns/events and activations to increase ratings and viewers. Created unsigned artist community events to drive participation. Worked with General Counsel to prepare legal documents for online marketing contests and sweepstakes. Defined and syndicated best practices for BET show chatrooms and message board communities. Managed moderation team and the using of user-generated content strategies. Owned the channel growth strategy.Project managed launch efforts to deploy new blogs, newsletters, improve chat services, and message boards, facilitating the capture of 1 million registered BET.com users in an active community.

Optimized interactive marketing products. Researched, evaluated and executed the launch of online photo and music applications. Managed teams through naming, defining features, roadmaps, branding, and overall marketing programs. Produced concepts and plans for sponsorship, in show marketing and events. Worked closely with entertainment executives, hosts, celebrities, and sponsors on digital advertising fulfillments.

Producer for BET live events and Soundstage restaurant content programming. Planned and conducted over 80 shoots/edits a year. Planned NAACP galas and sponsor fulfillments. Defined production schedules, wrote voiceover scripts, created show formats and monitored program budgets. Supervised post production activities.Produced and created the marketing story for Robert Johnson's, the co-founder of BET, final Town Hall video presentation - BET's 20th Anniversary special. Examples of produced network broadcasted specials:Produced “Chris Rock Entertainment", “Maxwell Making of the Video”, Caribana Festival, Toronto reality special. Associate producer for Mary J. Blige Docu-Grooves” and “Jennifer Lopez Docu-Grooves” music documentaries.

Developed marketing and executed dating experiences throughout the DC metro area while introducing guests to Match.com's online dating services. Organized attendee online registrations and post event touch points. Oversaw lead journey into membership.

Responsible for scouting and marketing arts programs for Washington, DC public schools to foster the importance of arts in the curriculum. Planned over 300 arts programs and fundraisers during one school year. Was the primary contact for DC public schools and the roster of performers. Managed the campaign partnerships and program calendar, grant budget and unique fundraisers. Worked closely with the executive director to on board reports and the development of a Young Audiences Gala to attract potential funders.

Education record

Exchange Program, Fine/Studio Arts, General