Michael Woolf Email & Phone Number

Charlotte, North Carolina, Us

Supervise & mentor a 60+ person product team to deliver excellence across all client projects. Successfully delivered multiple products before moving to a people management-focused role.Selected Contributions:• Worked to deliver business-impactful product rollouts and strategies for two net-new clients (Fintech & Retail) acting as a scout to discover new business opportunities.• Scaled the product department, growing it 40% YoY• Successfully transitioned into a people leadership role from a product lead role, ensuring a smooth project handover and implementing a change management plan to reorganize the team - resulting in increased productivity and efficiency.• Played a pivotal role in developing and implementing several internal processes, such as the Internal Initiative Process, which has helped the product group select, prioritize, track and quantify the value of internal initiatives.• Led the internal talent development working group, leveraging that to help create processes, budget, and an approval process for continuing education within product management. • Created an impactful management training curriculum for the product team - to help develop and train future people managers.• Concepted & rolled out a career growth framework that outlined the levels, titles, capabilities, and core competencies for all roles within the department.

Mountain View, California, Us

Principal change agent to build a data-focused marketing & publishing ecosystem, testing strategy, pricing strategy, sales enablement, UDAAP compliance, and UX for Intuit’s Mint and Turbo products.Selected Contributions:• Drove all business-focused MarTech ecosystem planning to deliver an MVP• Improved Online & Email Targeting to 9x BAU methods, while halving opt-outs• Revised GTM strategy & KPIs to align with business goals• Constructed a scalable B2B pricing system across multiple verticals• Drove efforts to clean up 1st-party data in order to leverage it accurately across systems• Introduced revenue-impactful machine-learning capabilities and models

Irving, Texas, Us

Strategically positioned to turn around a keystone hospitality client relationship and revised revenue decline into $5MM P&L.Enhanced personalized, one-to-one customer experience by implementing automated marketing processes and lifecycle marketing techniques, grew client portfolio in travel and hospitality, fitness, non-profit, entertainment, retail, and B2B verticals.Selected Contributions:• Built collaborative rapport with senior client leadership to set focused, business-driven marketing priorities.• Devised real-time, cross-channel marketing ecosystems realigning marketing departments to efficiently leverage new tools (ex: Adobe, IBM, Oracle, Conversant and proprietary marketing stacks).• Designed and implemented Fortune 500 clients’ member-based initiatives, including loyalty benefits, customer-driven value propositions, partnership programs and lifecycle marketing support.• Coordinated with client stakeholders to develop consistent “Return on Marketing” through cohesive integration of ad retargeting, social, mobile, website, attribution, and focused multivariate test-and-learn strategy.

Chicago, Illinois, Us

Scaled SPARK Award-winning experimental pilot program to 1,200 stores, driving in-store foot traffic via social media.Spearheaded messaging development, client system integration, proprietary platform development, legal compliance with overall strategy and innovation. Partnered for all digital program initiatives, technical solution requirements, and client reporting.Selected Contributions:• Initiated program from scratch within two months, built processes and digital touchpoints for world’s largest retailer group• Increased category online share of voice from 0% to 50%+ and achieved 125MM+ impressions within a 6-month period.• Restructured entire pilot team’s rollout plan, ensured client compliance, smooth workflow and scalability for future clients

Proved instrumental in conceptualizing and initiating internal buy-in for an enterprise-wide integrated marketing solution.Expertly integrated the latest MarTech to optimize member/customer experience, augmented Loyalty Marketing group’s role through effective leverage of customer data enhancements, and led most campaign strategies from a CX perspective.Selected Contributions:• Grew Members from 2.5M to 50+M within a year, while rebranding the Shop Your Way Rewards program and delivering in-house personalization & targeting capabilities.• Enhanced digital presence from one website into a cohesive, integrated online platform, which included social media, mobile technology, and social e-commerce, and loyalty program, significantly extending brand reach.• Consistently acknowledged and tasked to implement company-wide marketing practices to leverage rich first- and third-party data resources in the effort to drive a cohesive, personalized customer experience across all channels.

Boston, Ma, Us

Advised on optimal utilization of digital media to develop individualized programs and implement selected strategies/campaigns.Key clients included Orbitz.com, Biotechnology Industry Organization, Research In Motion, International Seafood Sustainability Foundation, Flixster.com, Sabre Holdings, HughesNet, Avnet, Toshiba, IAC CAP, American Student Assistance and Corning.Selected Contributions:• Achieved 50% change in public reaction, increased engagement for a politically controversial client by content marketing.• Established digital department from scratch, employed blogger and social media outreach, online opinion monitoring, online advocacy, viral strategies, mobile and app launch, and online crisis management.

Washington, Dc, Us

Promoted from the State organization (see below) to the National organization to start up a communications war room as the team’s online specialist and messaging coordinator.

New York, New York, Us

Authority for all external and member communications, including press releases, online, events, interviews, and editorial board visits.

Driving force and editorial/creative lead behind three leading publications, performing all tasks from copyediting to marketing strategy to launching the magazines’ online versions.

Published 39 country-specific online news sites, and negotiated contracts with 19 regional/international news agencies for news/ content sharing.

Bachelor Of Arts, Slavic Languages And Literatures

Fulbright Scholar