Michael Schmalbach Email & Phone Number

Rochester, Ny, Us

Rochester, New York, Us

Planned, built, launched and maintains daily operations of a startup entrepreneurial venture. Earth Friendly Straws is a mission based socially conscious company working to reduce and remove plastic pollution from our environment. Brand mission: create awareness of the issue, enable change via sustainable product offerings, be philanthropic by funding nonprofit environmentally focused organizations.• Business- Conducted market validation and competitor research. Maintains intelligence on industry trends and opportunities.- Maintains strategic plan, financials, growth goals and vendor contracts.- Manages product sourcing, stock replenishment and supplier relationships.- Oversees shipping and order logistics including Aftership tracking platform.- Implemented customer service processes via Zendesk Support platform.- Member of Inc. Solopreneur community. • Ecommerce- Designed, developed and launched Shopify powered online store.- Defined product data structure and website information architecture.- Performed system integrations using data APIs between Shopify and seven ecosystem apps.- Implemented multiple data feeds powering search, shopping and ad platforms.- Integrated data analytics and user tracking to power funnel optimization, ad targeting and A/B content testing. - Authored all website copy and creative. • Marketing- Manages Omnisend marketing automation campaigns for customer acquisition and retention.- Conducts promotional sweepstakes using Gleam Contests to drive email list building, social following and brand outreach.- Drives brand presence on social media outlets including Facebook, Instagram and Twitter.- Implemented data driven automated Facebook retargeting ads.- Maintains Google Search Console, Merchant Center and Ads data and related activities. • Philanthropy- Manages membership relationship with 1% for the Planet.- Coordinates partnership campaigns with nonprofit organizations.- Oversees charitable donations.

Rochester, Ny, Us

Bene Vivendum Media is an ecommerce incubator and online marketing strategy consultancy. Lead by an industry veteran with 20 years experience managing the strategic direction and execution of large scale projects for clients ranging from SMB’s, national consumer brands and fortune 500 companies. ▪ Ecommerce Services- Ecommerce platform development and deployment, platform migration management, systems integration, process workflows, omnichannel order fulfillment, customer data analytics, funnel optimization strategies, conversion rate optimization, search engine optimization.▪ Marketing Services- Online marketing strategic planning, competitive analysis, unified branding strategies, customer acquisition/retention, customer segmentation, marketing automation, content marketing, lead nurturing, online promotions/sweepstakes, gamification strategy development, social outreach campaigns.

Waltham, Ma, Us

Responsible for setting online marketing goals, strategy, and processes for the Laboratory Products Group. Oversaw daily operations of Eloqua marketing automation platform across eight business units representing 2 billion in revenue. Managed and mentored online marketing team in creation, execution and reporting of campaigns.▪ Implemented Eloqua across organization. - Led contract requirements and negotiations with vendor for platform expansion valued at $685k - Created and managed back-office processes for platform utilization that were adopted as best practice by the corporate office and three sister divisions - Drove integration of Eloqua tracking scripts on corporate and all business unit websites - Managed marketing team of Eloqua power users in support of product teams▪ Integrated Eloqua and marketing processes with Salesforce.com (CRM). - Streamlined manual processes and implemented automated data sharing using APIs▪ Defined and optimized business rules for nurturing and passing leads to sales. - Devised and implemented an automated lead scoring system - Enabled 73% increase in marketing leads conversion to sales leads▪ Planned and executed multi-step automated online marketing campaigns. - Produced 56% increase in email campaign output to over 1M emails per year - Improved email campaign CTR by 38% - Increased top of funnel marketing lead capture by 30% - Served as a liaison for corporate initiative to utilize Eloqua to create an online quote request system▪ Managed list development, targeting, and segmentation of customer database totaling 700k+.▪ Tracked, measured, and reported on marketing campaign effectiveness (ROI). - Created stakeholder centric dashboards serving product managers, sales managers, business unit leadership and executive management▪ Managed brand and legal compliance of eMarketing campaigns. - Served as central contact point between business units, corporate marcomm and corporate legal teams

Waltham, Ma, Us

Electronic Marketing Specialist Oversaw the full scope of web operations including brand presence, ecommerce, and e-marketing activities for multiple B2B and B2C brands of Thermo Fisher Scientific. ▪ Co-managed creation of a multi-channel ERP integrated ecommerce platform to serve portfolio of three distinct B2B brands. ▪ Owned technical requirements, strategy and platform migration of popular B2C brand NALGENE. Deployed complete refresh including brand website, ecommerce platform, payment gateway, and tax gateway.▪ Managed 12 vendor and partner relationships encompassing vetting, selection, contractual agreements, and project management. ▪ Supported online branding initiatives across multiple product lines including product launches, special offers, newsletters, webinars and trade show registrations. ▪ Co-designed and managed award winning online social media marketing campaign: LabPix. ▪ Developed and executed multi-touch marketing automation campaigns.▪ Managed multiple systems integrations including: Saleforce.com, Eloqua, ecommerce platforms, SAP, Avalara tax software, shipping and logistics tracking Software, +.▪ Drove the implementation and adoption of the Eloqua marketing automation platform across New York and Denmark based business units.

Internet strategy and marketing consultant serving medium to large technology and software companies.• Oversaw project management for the development of multiple client websites from initial requirements gathering through design, development, testing and launch phases.• Successfully created a content management portal providing online training materials and software manuals for clients’ enterprise level database software enabling a first year cost savings of $150k.• Conducted search engine optimization and email marketing programs to assist clients’ online branding initiatives.

Rochester, Ny, Us

Lead usability testing services offered to large scale clients aimed at maximizing return on investment from online initiatives.• Spearheaded development of new usability testing service offering that generated $100k+ in first year revenue.• Conducted heuristic evaluations of large scale intranet and extranet sites testing the design of both user experience and information architecture.• Served as mentor and coach to user experience team and presales account executives to champion new service offering across both new and existing clients.

Rochester, Ny, Us

Technology consultant and website developer specializing in complex multi-tiered websites for corporate clients.• Consultant for internet strategies and online branding serving large scale corporate clients such as Eastman Kodak, Birds Eye Foods, Wegmans, Frontier Communications, and Microwave Data Corporation.• Designed both site structure and information architecture for clients’ online properties.• Coded large scale websites using HTML, CSS, JavaScript, and version control systems.

Palo Alto, Ca, Us

Completed college co-op credits by running a usability research lab and contributing to the refinement and release of a finished consumer product.• Ran heuristic usability lab tasked with testing ease of use and user interface design for the research and development division of Hewlett Packard’s Optical Storage Group. Project findings contributed to multiple major revisions prior to product release.• Duties included testing logistics, lab design and preparation, development and execution of usability studies, tabulation and reporting of findings.• Lead and reported on focus groups gathered to study both interface design and brand perception of hardware and software bundled optical storage solutions.• Assisted with logistics and reporting of beta and release candidate product testing.

It/Psychology

Computer Science