Michael A Shipe

Experience

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  Blank Gaming

  Jan 1995 - Dec 1998

  Co-Founder

  Built 4th largest gaming website in the ‘90s though aggressive and relentless marketing strategy. Developed relationships with every game developer as well as many hardware brands as we helped define the online gaming conversation.· Marketed Blank Gaming newsletter and website to award winning status through email marketing, banner ads, link swaps and partnership development.· Built online community through writing articles, product give-a-ways and regular email communication.

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  Allegro Group

  Jan 1997 - Jan 1998

  Intern
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  Smyrna Ministries International

  May 2002 - Jul 2004

  Marketing Associate

  I mined donor records for this non-profit and reported the data to the director. I also developed monthly messages to engage donors and secure funding.· Delivered action plans to director based off data mining to help increase engagement · Developed system to organize department efforts based on giving data · Provided marketing recommendations to improve fund raising initiatives based on RFM results

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  Plantago Tea Company / USAID

  Apr 2005 - Jun 2005

  SME Consultant for Brand Development (MBA Internship)

  Worked on all levels of Plantago’s brand building strategy. Integrated Plantago’s advertising and POS touchpoints with their overall marketing vision. Hosted US ambassador on relationship building mission.· Integrated brand communication through new packaging, point of sales, and other mediums.· Maximized impact of product mix · Linked the television, radio, print and POS material together.

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  Pioneers

  May 2006 - Oct 2008

  Marketing Consultant

  Established, maintained and communicated with suppliers in India, Thailand and China overcoming language and cultural challenges. Built and organized complex logistic systems to bring products from remote parts of the world to market. · Analyzed US retail gift segment for trends and opportunities.· Built community of passionate brand supporters.· Planned and implemented focus groups monitoring customer needs and brand perception

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  HSLDA

  Jul 2006 - Nov 2006

  Marketing Consultant

  HSLDA hired me to give a fresh and professional perspective to their marketing efforts. Designed, executed, analyzed and presented three research projects giving quantitative metrics for the improvement of perceived membership value. · Reversed customer atrophy through by synthesizing brand image and integrating all communications.· Assessed core competencies and applied strengths increasing membership by 10%. · Presented bi-monthly to president and leadership committee improving marketing mix, product portfolio and retention strategies. Show less

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  CompleteMassEffect.com

  Mar 2007 - May 2009

  Founder/Community Manager/Designer/SEO/SEM/Everything

  Designed and created the ultimate site for Bioware’s Mass Effect. Executed comprehensive internet marketing campaign that included SEO, SEM and white hat link building. Manage a large community of users who have made the site into a leading space for quality and velocity of content.· SEO/SEM campaign resulted in top page SERP for “mass effect” on Google, Yahoo and MSN.· Designed site and managed the community to for best user experience.· Managed the site analytics and promotion strategy. Show less

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  Global Crafts

  Jan 2009 - Jan 2011

  Director of Retail Division

  I directed all aspects of the retail division. When I took over, the retail division was 1/8th the size of the 10-year-old wholesale division. Leading a small staff I was able to overtake wholesale revenue and was the sole source of company growth through the recession. • Developed retail marketing strategy including comprehensive social media initiative and SEO• Developed partnership with Overstock.com, Ebay, Amazon and others• Inception, creation, execution and measurement of all marketing initiatives• Brought retail division from annual sales of $120K to $1.2m Show less

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  Investing Daily

  Jan 2011 - Jan 2013

  Product Marketing Manager

  I managed the creation, implementation and ROI analysis of all marketing strategy for my product portfolio, which included the company’s flagship product. Through my marketing leadership our products enjoyed some of the highest conversion and renewal rates in the industry. • Manage full lifecycle of marketing for some of the company’s most valuable products.• Orchestrated the most successful launch campaigns in company history. Within 10 months, the new product had more revenue than 60% of the company’s other products.• Led copy development and design team for all marketing materials. Show less

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  Natural Retreats

  Jan 2013 - Jan 2014

  Marketing Executive

  I worked directly with the leadership team developing promotional collateral and executing day-to-day marketing efforts for all US Retreats. I successfully led two launch campaigns for new retreats and managed our graphic department establishing the company’s new brand standards. I also designed and implemented a comprehensive communication strategy with user activity triggers. • Led the strategic rebranding as well as a complete overhaul of promotional copy.• Updated the social media strategy with best practices and measurable goals.• Coordinated with every department creating collateral that met brand standards. Show less

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  Regatta Travel Solutions

  Feb 2014 - Jan 2016

  Digital Marketing

  I led the digital marketing for Regatta’s largest clients. I analyzed the data for trends and insights adjusting the strategy as needed to maximize the effectiveness of the marketing investment. I developed a database and web interface to help scale our data management allowing me to identify trends and opportunities. I also developed a CMS for non-technical hoteliers to manage their websites. I manage digital marketing and asset development through external and internal resources. Additionally, I supported Regatta’s b2b marketing through web design, press releases, copy development and tradeshow events.• Led the turnaround of Regatta’s marketing services to profitability while adding a web development service for hoteliers. • Rewrote Regatta’s website copy to communicate the strengths of our booking technology and primary competitive advantages.• Managed the launch of the corporate website redesign. I led an international team with a developer in Argentina and marketing professional in Miami.• Built a custom website content management system completing Regatta’s service solution.• Designed and built a custom database to automat data reporting and preparation. Show less

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  University of Virginia

  Jan 2016 - now

  Director of Marketing and Communications UVA Recreation

  I lead the development, implementation and assessment of all marketing and communications efforts including content strategy, website, social, event, email and audience cultivation. I have elevated the Recreation brand within central Virginia increasing our reach and perception.● Rebranded department strengthening the University’s branding among students and alumni.● Developed an award-winning, SEO-optimized website leading to 41% increase in Organic traffic.● Establish a culture that tells the “why" instead of the "what” through captivating storytelling.● Managed a team that marketed on all fronts - print, web, social media, email, paid print/social media/search advertising, mobile app and events.● Took our email marketing from 26.6% open rate and 4.5% click rate to 58.0% open rate and 6.0% click rate with a fresh content design and automation.● Added comprehensive analytics and data measurement to decision making.● Manage the social media team that communicates our vital role and our best video yet reached close to 5 million views, highlighting our exceptional storytelling. Show less