Michael Flanagan Email & Phone Number

San Francisco, Us

Denver, Colorado, Us

- As a member of Inspirato's executive team, led a 25+ person marketing organization (Demand Generation, Brand Marketing, Marketing Technology, Consumer Insights and Product Strategy), consistently exceeding predetermined marketing KPIs while achieving higher than company-average Gallup team satisfaction survey results - Adopted the Entrepreneurial Operating System (EOS) to clarify, simplify, and achieve Inspirato's vision- Continued to lead Inspirato's marketing technology function, passionately evaluating, evangelizing, and implementing new 3rd-party marketing technology tools, and creating significant value by mitigating the need for limited and expensive Inspirato technology resources- Continued to lead and innovate Inspirato's marketing CRM and email marketing programs at a level on par with the best brands in the world, delivering over 25 million emails annually- Innovated paid digital and direct mail advertising programs through a concentrated growth strategy to further optimize investments, built on a foundational new customer acquisition propensity model, to identify and aggressively pursue households within Zip codes that offered the greatest and most efficient opportunities for growth- Realized improved brand marketing operational efficiency and throughput by fostering greater collaboration between Brand Marketing, Digital Marketing, and Technology partners, along with the smart use of Chat-GPT Enterprise and Salesforce Marketing Cloud-based AI tools, resulting in greater autonomy for testing and optimization and allowing for faster speed between ideas and campaign execution- Led the cross-organizational development of new, significantly improved Inspirato Club brand marketing content, including a revamped product overview brochure and a transparent and understandable pricing strategy to support strong value communication backed by user research and testing

Denver, Colorado, Us

- Completely revamped Inspirato's paid digital advertising function. Key components included daily expectation vs. performance summaries by channel and tactics, daily reporting and optimizations across all platforms, a creative testing and optimization process, and a testing repository to document key learnings.- Worked closely with the CEO and executive leadership to develop Inspirato's annual growth strategy, achieving 30%+ new membership sales revenue YOY growth in H1 2018- Member of the project team supporting Inspirato becoming a publicly traded company on Nasdaq (February 2022)- Launched Inspirato Pass, the world's first luxury travel subscription (July 2019)- Developed a highly predictable and sustainable approach to sales leveraging a combination of smart, consistent brand and lead generation investment, data-driven database marketing, “try” acquisition messaging, price integrity, inclusion of a "complimentary vacation" product feature, and a quarterly offer cycle featuring premium partner brands (Peloton, Tumi, Sonos, Nordstrom)- Leveraged strong relationships with 3rd-party data vendors to achieve high completion rates around Inspirato's most important data, including a 75%+ completion rate for full mailing address, and to append powerful sales-qualification indicators within Salesforce (HHI, Net Worth, Home Value, etc.)- Continued to execute highly effective email marketing programs (promotional, transactional, sales enablement) on par with the best in the world, delivering more than 10 million emails annually with a 25%+ open rate and 4%+ click rate- Responsible for the efficient management of all online content via an integrated content management system (Umbraco), working with the Technology, Product, and Brand Marketing teams to ensure a best-in-class website experience

Denver, Colorado, Us

- Rebuilt Inspirato's demand generation program and team (direct mail, paid digital advertising, SEO, sales enablement, lead generation, database marketing) from the ground up in 2017, generating 750,000+ new high-quality lead registrations for sales through September 2024- Achieved 50%+ new membership sales revenue YOY growth in 2017 while decreasing acquisition marketing spend by 70%, significantly contributing to overall profitability- Partnered with top-tier 3rd-party data providers, using the best and most complete data (demographic, credit, spend, niche) plus the most sophisticated data science available to develop a powerful new customer acquisition propensity model, allowing for highly targeted audiences of affluent households optimized for the highest likelihood to respond and convert, informing lead grading/qualification, driving quality opportunities with intent for sales, and a creating a deep understanding of Inspirato's Total Addressable Market (TAM) - Implemented new landing page optimization technology and creative enhancements resulting in a 50%+ increase in acquisition marketing conversion rates- Partnered with Business Intelligence to develop and maintain powerful Tableau dashboards used to easily monitor daily, monthly, and quarterly performance of the organization's most important demand generation and sales KPIs- Continued to demonstrate an ability and commitment to identify and develop high-potential talent by leveraging a level 5 leadership framework, continuous feedback, and creating a results-oriented culture

Denver, Colorado, Us

- Recipient of the Inspirato Stella award, the company's highest recognition of outstanding performance- Responsible for all aspects of marketing CRM, including platform integrations, marketing automation, and data strategy- Primary architect of Inspirato's sales and marketing process, a well-defined, simple, intuitive, and highly effective process that serves as the foundation for sales enablement and marketing automation programs to accelerate sales volume and velocity. - Decreased cost per quality lead 300%. Delivered more than 10 million emails annually with a click rate of 4%. Increased lead to opportunity rate 2x.- As the main liaison between the Technology, Product, and Marketing teams, demonstrated a unique ability to effectively align people, process, and technology around cross-functional projects through a clear understanding of business and technical requirements- Performed an extensive vendor evaluation process to identify the best possible marketing automation and email marketing platforms for Inspirato, resulting in the decommissioning of Eloqua and implementation of Salesforce Marketing Cloud and Salesforce Pardot- Efficiently transitioned transactional emails from a technology-owned, proprietary-based architecture to a marketing-owned, Salesforce-based architecture, minimizing reliance on expensive and limited technology resources, and optimizing the email experience for Inspirato members

Denver, Colorado, Us

- Led the development of best-in-class, automated lead qualification and sales enablement email programs to efficiently drive highly qualified sales opportunities- Brought deep, dependable, autonomous (design, copywriting, SFDC integration), and collaborative email marketing expertise in-house- Implemented results-driven content and creative changes based on proven email best practices, resulting in a 120%+ increase in unique opens and a 50%+ increase in unique clicks YOY- Personally developed Inspirato's brand email programs and created hundreds of HTML email communications utilizing best practices, testing, and technical knowledge- Developed advanced audience segmentation tactics to drive best-in-class subscriber growth and engagement

Irving, Texas, Us

- Provided retainer-based consulting for Kraft Foods' CRM email programs including email acquisition, content and creative assessment, testing, competitive monitoring, monthly reporting, and quarterly metrics presentations- Developed preference center strategy (centralized permission management, email acquisition, consumer engagement, cross-channel integration) and email re-engagement strategy for Kraft Foods- Performed multi-channel marketing analysis, list cross-over analysis, and multivariate testing for Kraft Foods- Led a triggered messaging audit and optimization project for Macy's wedding registry email program- Performed an organic email acquisition audit including best practices recommendations for Pepsi- Led an email activity segmentation engagement for TiVo- Performed Adobe SiteCatalyst (Omniture) data assessment and developed behavioral email re-marketing strategy recommendations for Viking River Cruises

Broomfield, Co, Us

- Responsible for all corporate permission-based email programs including strategic planning, HTML creative, campaign execution, deliverability, and reporting- Created hundreds of HTML email communications utilizing best practices, testing, and technical knowledge- Deployed multivariate testing, leveraging findings to increase subscriber engagement- Implemented marketing technology (ExactTarget, Omniture Genesis, SAS) to elevate email and CRM programs to a level on par with the best brands in the world- Actively used Adobe SiteCatalyst (Omniture) web analytics to gain actionable insights- Implemented a customer-centric email preference center to increase subscriber base and engagement- Demonstrated cross-channel marketing leadership, providing technical experience to include display and paid search retargeting pixels within email communications and leveraging social media and web content to deliver fresh and relevant content- Consistently met changing needs of many stakeholders in a highly visible and time-sensitive environment

Westminster, Co, Us

- Implemented a permission-based, opt-in email program, improving tracking and deliverability- Created presentations for the CEO and CFO aimed at potential investors and strategic partners- Created multiple company brands including logos, web domain names, and brand identity collateral- Optimized e-commerce oriented websites, increasing conversion rates and orders by over 50%- Responsible for the creation and management of website copy, content, graphics, and messaging- Developed a Net Promoter Score program to measure cross-organizational customer satisfaction- Developed brand positioning, strategy, and tactics through market segmentation and segment targeting- Selected for and was a top performer in the first Silicon Mountain 22-week MBA program

Denver, Co, Us

- Managed a small business (Fine Wine & Spirits) at the base of the Telluride / Mountain Village Ski Area- Responsible for the creation and implementation of targeted, real estate marketing programs

Denver, Co, Us

- Produced discovery kits and other marketing collateral aimed at specific demographic groups- Implemented successful multi-touch mailing campaigns, with many exceeding 100,000 recipients