Paula Michaels Email & Phone Number

Orlando, Fl, Us

Greater Orlando

Oversee operations and strategic direction of creative, branding, and thought leadership.

Oversee strategic vision and direction of the Creative and Content Development divisions. Manage a $4.5 million budget to develop and execute an annual plan with timelines for the marketing department, including monthly direct mail and advertising, key message priorities and campaigns. Establish market demand segmentation and member personas.Increased membership value, lead generation, and consumer loyalty by developing an enterprise portfolio strategy with content prioritization, including integrated marketing campaigns across all IIA content Led the Editorial team to create an award-winning magazine, news aggregate, and global thought leadership Created a cohesive plan and vision for the internal creative team, ad agencies, and freelancers to guide the conceptional and stylistic direction for internal and consumer-facing marketing campaigns and collateralDirected a comprehensive digital transformation initiative through four agencies to launch a new brand campaign for both the organization and the profession Elevated the content marketing plan by driving an enhanced content (written, video, podcast) delivery strategyEnsured quality and expense control by managing 30+ vendor relationships with ad/digital agencies, research firms, freelancers, printers, writers, and mail housesEnhanced website search functionality and SEO by developing the taxonomy architecture and databaseImproved collaborative strategy and leveraged industry subject matter expertise by leading a content advisory council of internal audit leadersCultivated partnerships with key sponsors to gain subject matter expertise, case studies, and research to facilitate thought leadership on emerging topics from cyber and ESG to risk management and analyticsDeveloped and managed an enterprise outreach strategy with key targets and KPIs for exhibit design, creative execution, and lead generation

Orlando, Florida Area

Guided conceptual and stylistic direction for marketing strategies through oversight of the Creative Services team, and strategic direction for creative campaign conception, development, and execution. Collaborated with executive leadership and select vendors to lead a 3-year rebranding plan for the profession, organization, and portfolio by using market research and analysis to create the brand story, design, and messageReduced production timelines by 20%, and increase production volume by 15% by establishing clear standard operating procedures (SOP) and merging departments to deliver content across multiple channelsDeveloped and delivered 50+ annual marketing campaigns by cultivating collaborative relationships with marketing strategy and internal business unit partnersLed production of The IIA outreach and booth presence at industry events; managed vendor selection, contracting and creative execution, and lead managementRedefined and clarified roles and responsibilities of all marketing-communications staff by developing SOPs and integrating key deliverables through a project management system

Orlando, Florida Area

Led marketing strategy and tactical execution in partnership with business units. Managed a $1.3 million marketing budget covering internal functions and outreach initiatives from direct marketing and online lead generation to branding and advertising. Generated $49 million in annual revenue, with an average 10% increase YOY, and 5% YOY growth in exposure to new prospects by driving execution of 2500+ marketing projects annuallyDiversified the marketing account services teams to develop creative and digital divisions and enable cohesive marketing strategies that unified messaging and brand across the organizationDeveloped cross-promotional marketing campaigns based on customer needs by collaborating at all levels of the organization, from the CMO and directors to digital/creative content teams and business unitsIncreased incremental leads by 10% year-over-year (YOY) through collaboration with sponsors and integration of lead generation strategiesImproved consumer engagement and understanding of the profession by leveraging IIA research, data, and thought leadership to develop content strategy delivered through compelling insights and infographicsProduced 1.8 million unique annual visitors to IIA websites, and increased open rates, click-throughs, and visit rates by 5-10% YOY, by leading integrated multimedia content campaigns

Consulting small to medium sized businesses on how to maximize online/mobile technologies for lead generation:• Managed and lead the account management operations and business development opportunities • Consulted, produced and managed the development business plans, marketing plans, presentations and RFPs• Serviced and managed online lead generation campaigns: PPC Campaign Development and Implementation Performance-based Online Lead Generation Programs, Inbound Link-building Campaigns, SEO & SEM Optimization Programs Strategic Development of E-mail Campaigns for Lead Conversion Campaigns

Contributed in the branding and conceptual development of a new multi-million dollar entertainment complex and its four venues driving $8 million in revenue.• Developed annual marketing plan; strategies, goals, tactics, and budgets for marketing, business development, advertising, PR and community outreach• Constructed and executed a sales strategy for group and corporate sales that resulted in $1.9 revenue annually• Built relationships and identified synergistic marketing opportunities with local chambers, civic groups, media, and charities through cross-marketing, sponsorships, event hosting/participation, and donations• Strategized and developed messaging for sales and marketing collateral and digital communications• Assisted in the development of online strategies and tactics: email campaigns, SEO, web/print advertising, and social media that included guerilla strategies to drive employee sales ambassador programs, networking, co-op advertising/promotion, events, and community involvement

Managed and directed day-to-day operations and functions of account service, branding, and marketing teams for full-service strategic marketing and public relations firm focused exclusively in the restaurant industry.• Supported all of the client accounts, which represented over 3000 units internationally: account profitability, new business development• Developed and managed client retentions plans quarterly and annually• Managed and strategized 6-24 month marketing plans, local store marketing programs branding/identity, online direct marketing, and advertising

Managed and supported the marketing communication and event development for a Fortune 500 wholesale distributor of construction and maintenance products acquired by The Home Depot.• Developed and executed a $10 million annual marketing/event budget with a team of 12 that supported $2.1 billion in revenue• Managed marketing services for over 900 branches that includes promotional items, message on-hold, printing and directory advertising: contract/pricing negotiations, communication development, and service agreements - $500,000 savings • Managed and collaborated with ad agency, marketing department, executives, and key leaders of business groups on the strategy and development of marketing programs, including idea generation, message development, identifying and targeting growth opportunities, and leveraging market research• Executed quarterly and annual corporate events nationwide and customer and associate loyalty programs• Created an internship program to help resource marketing communication support

• Responsible for advertising, public relations, and direct marketing campaigns for Universal Orlando, Expressway Authority, Osceola Regional Medical Center, Howard Fertilizer, and Stoller Chemical• Assisted in copywriting ads, press releases, website, and collateral• Aided in the development of marketing plans for clients and agency