Michelle Xu

Stonly

Stonly is the modern knowledge platform for customer service.

Demand Generation Manager

Sonar

Sonar is the smart way to simplify complex changes to your Salesforce tech stack.

• Restructured digital strategy and paid media channel mix, resulting in an average increase of 10X qualified lead volume per month at a 10X lower cost per lead
• Grew marketing generated pipeline by 9X per month through digital and ABM demand generation tactics, with an inbound closed-won rate of 22%
• Developed marketing attribution strategy to measure channel/spend effectiveness and integrated systems architecture between Salesforce and Hubspot
• Implemented new software to support digital demand generation and sales enablement efforts, including Chili Piper auto-scheduling and Qualified chat tools
• Earned 2022 Top 50 Best Software Award from G2 based on growth in 5-star customer reviews resulting from repeated integrated marketing campaign efforts

Wizards of Ops

Community Member

Voxie

Voxie is the conversational text (SMS) marketing leader for B2C brands.

• Increased average number of monthly MQLs by 8X through strategic inbound marketing, content/messaging, and sales enablement aligned with target ICPs
• Slashed paid CPCs by 50%+ and improved ad CTRs by 6X on average through creative, copy, keyword, and landing page testing and optimization
• Consolidated core messaging and implemented consistent copy and branding across all online profiles, web copy, content, PR, and other digital channels

Growth Marketing Manager

Synchrony

• Serve multiple direct-to-consumer product organizations as a digital acquisitions expert, focused on optimizing digital campaign performance against specified KPIs and reallocating budget towards top-performing tactics
• Launched Synchrony Mastercard’s first digital pre-screen campaign, resulting in 20% higher impression volume & conversion than originally forecasted at a media cost savings of 32%
• Activated a seasonal A/B test comparing Holiday vs. Evergreen native ads, in which Holiday outperformed Evergreen with overall efficiencies of 13% lower cost per click and a 28% lower cost per site visit

AVP, Consumer Bank Digital Marketing

• Produced Synchrony-branded “State of Pay” content by partnering with creative agencies, internal executives, and client leaders
• Executed a UX and SEO audit of synchrony.com’s content hub and implemented recommendations using Agile methodology
• Delivered a daily report to executive leadership and board of directors composed of relevant industry and Synchrony news

BLP Rotation #3: Brand Specialist, Corporate Brand & Advertising

• Drove a 14% lift in YoY card spend on Amazon Prime Day 2018 by leading as project manager and collaborating cross-functionally with internal/external stakeholders
• Supported the go-to-market strategy for the Amazon Credit Builder product launch, including creative production, email strategy, credit education, and lifecycle CX
• Automated monthly Amazon Store Card e-service reporting using Adobe Analytics to monitor client's prioritized KPIs

BLP Rotation #2: Client Marketing Manager, Amazon

• Generated $40,000+ in organic click value and a 350% increase in Page 1 SERP rankings through content creation and synchronybank.com website optimizations
• Developed ~200 articles based on keyword gap analysis that identified high-volume, low competition search term opportunities to capture industry share of voice
• Managed day-to-day relationships with SEO, SEM, and content agencies and provided strategic direction for campaign planning and execution

BLP Rotation #1: Digital Marketing Strategist, Consumer Bank

Indiana University - Kelley School of Business

• Hired based on strong marketing analytical comprehension to co-instruct a class of 40 students twice per week 
• Facilitated professor instruction through demonstrating SPSS software, answering questions, and proctoring exams
• Provided individual tutoring to students outside of the classroom to ensure understanding of the course material

Teaching Assistant, Analysis of Marketing Data

Whirlpool Corporation

• Created an automated dashboard used to track CPG category performance and facilitate strategic decision-making using Nielsen’s AOD analytic reporting tool
• Achieved a 21% lift in incremental sales of ~$4,600 by running a two-week EveryDrop water filter promotion on Whirlpool’s employee e-commerce website
• Optimized the digital path to purchase of everydropwater.com by translating qualitative results from five heuristic UX evaluations into actionable recommendations

Commercial Sales Intern, Consumer Products

Anthem, Inc.

• Solicited 180 hotels for the 2016 Corporate Travel RFP by analyzing 2015 travel spend data from 13,000+ employees
• Simplified internal corporate travel UX by implementing insights based on survey data from 600+ employees
• Built an Anthem Twitter dashboard using Domo’s data visualization tool to measure engagement and support social media strategy

Strategic Sourcing Intern, Corporate Travel

Kabbe Law Group, LLC

• Communicated the firm’s value proposition to its target markets by composing six original informational articles 
• Developed a step-by-step strategy of integrating digital assets into the firm’s traditionally offline estate planning process
• Operated a database of 1,000+ clients by updating profiles and organizing legal files to improve internal efficiency

Content Marketing Intern

Demand Gen @ Stonly | B2B SaaS | Digital Marketing | Paid Media | MarTech & Operations

🦄 Analytical empath
🧪 Test & learner
🏆 Conversion rate optimizer
📊 Data-driven decision maker
📚 Brand storyteller
📈 Growth driver
🎯 Marketing to others the way I want to be marketed to

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