Mike Farrell Email & Phone Number

Fort Collins, Colorado, United States

Led global marketing efforts for a 130-year-old company that specializes in providing precision controls to the utility, manufacturing, maintenance, renewable energy, heavy industry, transportation, and other sectors. Crafted innovative marketing initiatives, grew sales 50% over a four-year period. Select accomplishments:• Singlehandedly launched new static motor testing that revolutionized the market; increased sales from $8 million to $12 million in four years, growth that resulted in production backlogs. Won industry award for best product of the year in 2022. • Conceptualized and created product-specific promotional campaigns to educate external customers and internal sales team about product benefits and features. Collateral included instructional videos, social media campaigns, targeted emails and web pages, as well as brochures and data sheets. Established solid foundation for lucrative customer relationships that typically span 25-30 years. • Worked collaboratively across multiple continents to convene product managers, sales, marketing, and engineering departments to review strategic needs. Weekly meetings resulted in significantly improved communication, led to increased revenue for sales and training departments.

Fort Collins, Co

Marketing strategy development and execution for HP’s PC Accessories division. Responsible for managing the calculator solutions life cycle from innovation to worldwide product launch. Analyze competitive research, customer and market requirements to create marketing campaign roadmaps for future products. Select accomplishments:• Developed HP Calculator Apps sold through iTunes and Google Play stores for iOS and Android platforms. Designed inbox promotions for Calculator App downloads, increasing sales by 35%. Managed P&L for Calculator App and HP Classroom Manager.• Achieved an increase of $3.5 million in incremental sales by creating and implementing an 80-school grant project in which high school teachers utilized HP Prime graphing calculators in their AP Mathematics and Statistics classes.

Provided vital support to domestic and international digital marketing campaigns. Increased sales by Improving website user experience and customer satisfaction through the redesign of the company website, navigation, and ecommerce interfaces. Select accomplishments:• Led market research into the customer co-design experience, redesigned website based on findings. The resulting new interfaces produced a significantly improved customer user experience, and boosted consumable supplies orders by 15%. • Developed and executed strategic customer communications, including a monthly e-marketing piece that delivered customized content and technical information to 200k+ customers in English, Japanese and Chinese. Newsletters were well-received and generated increased leads and sales.• Incorporated Microsoft Share Point technology on the company website, enhancing the visibility of marketing lead generation campaigns by 50%. Optimized marketing campaigns with A/B testing utilizing Adobe Omniture metrics.

Fort Collins, Colorado Area

Launched initiative to expand HP’s home printing solutions. Led effort to diversify revenue streams beyond hardware products, spearheaded research into the make vs. buy decision that culminated in the $300 million acquisition of Snapfish. Select accomplishments:• Set strategic vision, objectives, goals, and metrics for capturing additional revenue and profit, created roadmap for rollout to customers. Snapfish was ultimately integrated across the full line of HP’s consumer hardware and software products.• Leveraged personal industry expertise and market research to identify high-value customer behaviors and experiences, analyzed and reported website usage data and ROI. Increased sales through the development of user incentive programs that rewarded customer loyalty.

Fort Collins, Colorado Area

Served as product marketing lead for HP Image Zone image editing software. Defined customer software requirements, utilized worldwide market research and customer segmentation to create products that closely matched user experiences. Select accomplishments:• Created marketing campaign and related collateral for Image Zone software solutions and HP consumer hardware products. Presented Image Zone as a solution to key customer needs by differentiating it from the competition and emphasizing its numerous benefits and advantages.• Kept cross-functional teams on budget and on schedule by implementing 18-24 month roadmaps for product and software launches. Worked closely with R&D department to coordinate timing and inputs, documented plan of record, successfully launched full suite of hardware projects on schedule.

Championed critical marketing component of an internal grassroots effort to bring HP’s Memories Disc software, an innovative B2B and B2C product, to market. Memories Disc was voted one of the top ten products at the 2002 Professional Marketing Association (PMA) event, and became one of HP’s few standalone software products. Select accomplishments:• Led focus group research to establish product viability and identify areas for improvement. Presented HP prototype alongside competitors’ offerings, demonstrated proof of concept, validated customer interest, and showed potential ROI. • Fostered a sense of cohesion and shared purpose among a geographically dispersed team by creating a working environment that inspired free-flowing collaboration that aligned R&D solutions with the business, finance, and photo finishing teams. • Responsible for developing marketing requirements documents (MRDs) to establish the program plan of record. Collaborated with multiple departments to set budget, identify resources, and establish the go-to-market timeline for the program. Successfully met deadlines and stayed within budget.