Michelle Bush

Experience

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  National Geographic Society

  Jan 2008 - Jul 2008

  - Managed National Geographic Traveler Photography Seminars in 10 cities in the US and Canada. - Worked directly with photographers to develop promotional materials, email campaigns, etc.- Scouted and secured venues, and handled all arrangements with vendors. - Planned awards gala, assisted with special projects, and managed vendors for 2008 International Seminar, with 120 international publishing partners in attendance.

  • Marketing Intern

    Sept 2007 - Jul 2008

  • Event Coordinator

    Jan 2008 - May 2008
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  National Geographic Society

  Sept 2008 - May 2014

  In this role, I led execution for marketing for Traveler, Kids, and Little Kids magazines. It was focused on driving renewals for existing subscribers, which is a very established group. Our goal was to create compelling direct mail and email campaigns to ensure that subscribers (and those buying subscriptions for the kids in their family) would renew year after year. - Directed fulfillment team on execution of renewal marketing efforts for Traveler, Kids & Little Kids magazines.- Led design team in developing new collateral (postcards, letters, envelopes, inserts, etc) for direct-to-consumer print campaigns.- Led email service team in developing complex renewal email campaigns for existing customers.- Developed email performance reports and other detailed reports to identify areas for testing and improvement, and then directed team in executing A/B tests. Show less I came to this role with experience as a department coordinator to help National Geographic's first-ever CMO build her team, establish marketing best practices across the organization and unite marketing efforts across divisions, and establish a fresh look and brand voice. As her executive assistant and marketing coordinator, I learned about corporate strategy at the executive level and high-visibility brand campaigns and goals.- Worked directly with CMO, Head of Brand, and Head of Social to implement major brand repositioning efforts for acquiring millennials as new members.- Managed day-to-day office operations and special projects for new CMO and her executive team. Included developing presentations, managing calendars, coordinating offsite mtgs, etc.- Worked with brand agency and brand strategists to develop new vision for membership to National Geographic Society and identify and engage core audiences.- Worked with producers to create three teaser videos for membership campaign.- Supported #FrameWhatMatters engagement campaign at 2013 Sundance Film Festival. Show less In this role, my position was split between 3 departments so I worked with the Films team, Business Development team, and Home Entertainment team. Highlights include: - Created sponsorship pitch for James Cameron’s Deepsea Challenge film, resulting in $1M Rolex partnership. Developed global film marketing campaigns with Lockheed Martin, The North Face, Capella University, National Science Foundation, and more. - Planned film premiere and gala events for actors, sponsors, and other VIPs, including Academy Award-nominated documentary, Restrepo. - Worked on packaging and photo rights clearances for The Complete National Geographic, a digitized collection of all issues of National Geographic Magazine from 1888-2008. - Executed product launches and email promotion for National Geographic DVD store.- Supported VPs of each team (and their direct reports) with all administrative responsibilities.- Hired, managed, and mentored more than 30 interns over three years. Show less

  • Marketing Specialist

    Apr 2013 - May 2014

  • Marketing Assistant, Office of the CMO

    Jan 2012 - Apr 2013

  • Marketing Coordinator

    Sept 2008 - Dec 2011
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  AAMI

  May 2014 - Oct 2017

  Product Marketing Manager

  As Marketing Manager at the Association for the Advancement of Medical Instrumentation (AAMI), my focus was on developing strategies to drive product sales and subscriptions. My responsibilities included:- Driving sales of AAMI products, such as books, standards, and educational materials.- Executing targeted email campaigns and an organization-wide email strategy. - Marketing and managing operations of 3 digital subscription-based products.- Directing graphic designers in developing marketing collateral such as brochures, ads, etc.- Writing copy for email campaigns and AAMI website.- Conducting detailed analysis and reporting on product sales, subscription renewals, etc.- Managing bulk sales orders and site licenses.After almost 4 years at AAMI, I'm incredibly proud of the impact we have had on our members and the healthcare industry as a whole, and I'm so happy to have achieved so much during my time there. Some achievements include: - Increasing sales revenue for more than 100 products by 13% over 3 years.- Leading AAMI's email marketing program, resulting in a 6% deliverability increase, 4% open rate increase, and 5% click rate increase overall.- Creating Google AdWords program, generating 11.4K clicks and 1.61M impressions.- Generating $20K in on-site book sales at events and conferences in 2016. Show less

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  Informa

  Jan 2018 - Oct 2018

  Marketing Manager

  Led marketing strategy and implementation to drive attendance and revenue for a series of eight events with Informa’s Knect365 technology vertical in 2018. Early success: after being in decline for three years, Data Center World surpassed its revenue goal by 22% in March 2018. My responsibilities included: - Managed marketing coordinator, vendors, and $200k marketing budget. - Developed strategic marketing plans for increasing attendance and revenue and positioning event for long term growth.- Coordinated across operations team and executive team to develop high-value events and deliver quality experiences to customers.- Presented analytics and marketing plans to executive team on regular basis to share progress and areas for improvement.- Managed all email marketing strategy, development, design, segmentation, and deployment across multiple databases using MailChimp and Eloqua as our email service providers.- Created event websites - wrote copy to drive SEO, developed visual elements and forms, and determined overall look, feel, and functionality through Informa’s CORE web development platform.- Led digital advertising efforts, including pay-per-click, display, and retargeting campaigns. Designed ads myself using Canva due to budget constraints, which gave me the flexibility to regularly adjust ads based on performance.- Oversaw all event branding and worked with graphic designers, videographers and producers to develop all marketing assets.- Monitored web traffic and developed strategies for increasing visitors to our event websites.- Leveraged social platforms to develop community, increase awareness, and attract new audiences. Show less

• 

  Esri

  Apr 2023 - now

  Senior Product Marketing Manager & Team Lead

  I lead all product marketing efforts for one of Esri's core software products, ArcGIS Enterprise, and our growing team of product marketers. In 2021, we launched a new super scalable, highly available cloud-native version of our software: ArcGIS Enterprise on Kubernetes. As a Team Lead, my responsibilities include:-- Managing and onboarding new Product Marketers and promoting a supportive culture of teamwork, growth, and learning. Helping my team members get where they want to be, and hiring new staff to support our product goals.-- Collaborating with leadership team on defining and improving key processes for the whole Product Marketing team (40+ staff members), etc As a Sr Product Marketer, my role is to work with Product Managers to drive marketing and strategy across the organization and externally to customers: -- Leading all marketing efforts for ArcGIS Enterprise and the Advanced Editing product portfolio (Utility Network, Parcel Fabric, Trace Network, and Web Editor app)-- Working on internal and external messaging for key Esri-wide initiatives -- Developing positioning and messaging documents and creating targeted marketing plans for my products that drive major revenue growth for Esri-- Communicating product updates and goals across Esri -- Creating marketing collateral such as web pages, videos, case studies, blog posts, social posts, podcasts, technical papers, and monitoring performance metricsPrior to joining the ArcGIS Enterprise team, I led product marketing for three of Esri's most popular apps: ArcGIS StoryMaps, ArcGIS Survey123, and ArcGIS QuickCapture. The global launch of ArcGIS StoryMaps in July 2019 was a great success, resulting in 15K+ new stories. Show less