Mike Smelas Email & Phone Number

Clearwater, Fl

Led a team responsible for developing, leading, and implementing a robust B2C and B2B omni channel marketing strategy for lead generation campaigns. Work cross-functionally with key client stakeholders, field teams, and internal teams to create world-class experiences that support the client’s business, brand objectives, and revenue goals. • Relentlessly analyze and optimize programs through A/B testing, targeting strategies, and content testing while working in conjunction with the creative and content team. Monitor, review, and report on all marketing initiatives and results.• Fully immerse in client branding and ensure all marketing initiatives comply with client brand standards.• Develop and update over 65 lead generation and branding campaigns annually. Over $110MM in engaged customer revenue and 100MM communications launched. • Oversee the design, coding, and launch of new digital and print campaigns. Define and create processes that allow team members across the organization to contribute to improving the impact of client communications.

Clearwater, Fl

Responsible for developing, leading, and implementing a robust B2C and B2B digital and print marketing strategy for lead generation campaigns. Work cross-functionally with key client stakeholders, field teams, and internal teams to create world-class experiences that support the client’s business, brand objectives, and revenue goals. • Relentlessly analyze and optimize programs through A/B testing, targeting strategies, and content testing while working in conjunction with the creative and content team. Monitor, review, and report on all marketing initiatives and results.• Fully immerse in client branding and ensure all marketing initiatives comply with client brand standards.• Develop and update over 65 lead generation and branding campaigns annually. Over $110MM in engaged customer revenue and 100MM communications launched. • Oversee the design, coding, and launch of new digital and print campaigns. Define and create processes that allow team members across the organization to contribute to improving the impact of client communications.

Led marketing programs for Aetna Pharmacy including; member outreach, strategic planning, marketing research, web content, and design. Define and implement go-to-market and growth strategies to meet sales objectives for several pharmacy offerings.• Drove over $450MM of revenue while Increasing knowledge of Aetna-owned pharmacies by developing and executing multiple member steerage programs through a multi-channel, segmented approach. Leverage analytics and complex data sets to understand campaign performance, identify optimization opportunities, orchestrate decisions, and measure outcomes. • Lead multiple weekly and monthly B2C and B2B campaigns. Drove down cost down by over $750,000 while increasing customer reach. Projects ranged in annual volume to over 6.5MM and complexity to include up to 426 different variations. • Led strategy of internal pharmacy webpages. Maintained sites, ran reports, and presented results to leadership. Produced a new video for Aetna websites to educate plan sponsors and members regarding the benefits of using Aetna's specialty nursing team.

Coordinated marketing efforts for IOA and its subsidiaries; this included strategic planning, media budgets, and marketing materials. Increased cross-selling to clients by integrating a comprehensive marketing refresh campaign to educate customers about products and services. Enhanced strategy for company websites and search engine marketing.• Created a complete branding campaign that encompassed web, internal, and external efforts. Ensured consistency of the firm’s branding in marketing materials, including proposals, website, brochures, and signage. Developed a national advertising campaign. Evaluated marketing materials for valued clients. Reviewed sponsorship proposals and opportunities.• Led SEO efforts and increased website traffic by over 200% while providing sales leads to management. Optimized website pages to attain top Google searches. Created a customized microsite to aid with new agent recruitment.• Yielded 5-10% cost savings while streamlining the online ordering process. Further decreased direct mail costs by redesigning printed pieces and educating sales staff on postal standards. Completed a full print review to evaluate the effectiveness of current vendors.

Orlando, Florida Area

Coordinated print and media planning for lines of business. Guided clients, sales representatives, and creative staff to ensure accurate planning, media negotiations, project estimating, budgeting, and timely completion of projects. Directed staff to ensure a clear understanding of deliverables and scope of work. • Responsible for the placements and the negotiation of prices for print and digital media. Track delivery goals to ensure the campaign met goals. • Decreased print inventory costs by over 10% improving efficiency, quality, and anticipating customer’s print needs. Developed a rating system that defined vendor strengths to accurately assign projects cost-efficiently. Communicated with outside vendors to ensure that projects were completed correctly, on time, and within budget. • Maximized quality and reduced costs by ensuring jobs were quoted correctly. Researched and purchased direct mail and email lists. Created and implemented marketing proposals and brand strategies. Researched and tracked new print processes that benefited print projects.

Orlando, Florida, United States

Guided internal clients to ensure accurate planning and timely completion of a wide range of projects. Refined branding standards throughout print collateral. Influenced staff, designers and vendors to establish paper standards that resulted in consistent printed materials. Directed multiple projects that exceeded $500,000.• Spearheaded project to create materials for new luxury St. Regis timeshares brand. Worked directly with manufacture to create a one of a kind paper for materials. • Negotiated with national paper companies to reduce paper cost between 1.5–3% annually. Defined vendor strengths to maximize company’s profitability. Communicated with outside vendors to strengthen relationships, establish strong partnerships and ensure projects were within budget and on time.

Managed operations and staff of prepress department to maintain high standards within the company. Met with clients to create and design marketing materials and other promotional materials. Reviewed graphic projects created within department. • Assessed new print processes that enhanced quality of materials to be produced. Worked with owners to purchase prepress equipment and materials. • Developed cross training program to ensure high level of department output. • Monitored a large expansion that increased efficiency, capabilities, and quality control measures of prepress department by 10 times while greatly reducing time to print.

Bachelor Of Science In Communications, Advertising

Activities and Societies: Pride of the Southland Band, Volleyball

Master Of Business Administration, Marketing