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Michelle D.

Annapolis, MD, USA
Total impact
Ready to Volunteer

Professional Experience

Founder & Brand Strategist, Ladder

October, 2017 - Current

-Providing brand strategy, marketing and communications consulting services for non-profits, social enterprises and mission-driven brands.
-Specializing in helping organizations better define and utilize their mission, vision and
values to build and propel brand messaging.

Brand Manager, Connected Fitness, Under Armour

October, 2016 - October, 2017

-Managed integrated brand marketing for Under Armour's Connected Fitness category, encompassing the largest digital health & fitness community of 215 million users among 4 apps and the products and devices that connect to those apps.
-Orchestrated Brand's presence and interactive experience at CES 2017
-Managed cross-functional Global product launches

Program Manager, Marketing & UCF Races, The Ulman Cancer Fund for Young Adults

May, 2015 - July, 2016

-Responsible for managing all marketing, communications and partnerships for the organization’s three running and triathlon events.
-Appointed chair of marketing committee, made up of cross-programmatic employees, which exists to ensure consistency in brand voice and visual communication.
-Redefined and wrote organization’s core values and pillars to guide programmatic development.
-Created internal processes for graphic design and creative briefing, and directly managed in-house graphic designer.
-Served on selected workgroup, dedicated to improving culture and employee engagement.

Director of Marketing & Communications, Big Brothers Big Sisters of the Greater Chesapeake

January, 2015 - April, 2015

Brand Marketing Manager, Atlanta Track Club

April, 2013 - December, 2014

-Responsible for brand communications and media relations for the second largest running organization in the country and its 30+ annual events and programs; including the world’s largest 10K running event, the AJC Peachtree Road Race.
-Oversaw and implemented a visual rebrand in 2013, the first in the organization’s 50 year history.
-Developed strategy and content for all social media platforms, increasing audience organically by 40%.
-Coordinated launch strategy and announcement of the organization's first fully-integrated sponsorship and largest to date with Mizuno North America.
-Daily collaboration with all departments to guide visual representation and ensure proper brand voice for overarching brand and its portfolio of events/programs.
-Assisted in research, development and writing of new strategic vision, mission and the organization’s core values.
-Managed creative briefing, workflow and timelines for in-house design, as well as outside partner agencies.

Account Manager, Doner (Formerly Trend Influence/kbs+p Atlanta)

August, 2011 - April, 2013

Managed agency of record work for:
-Church's Chicken
-J.Mack Robinson College of Business

-Served as day-to-day contact for multiple full-service accounts.
-Managed research and creative for naming and identity process, package design and channel strategy for the launch of a consumer facing product in North America.
-Responsible for writing creative briefs, creating timelines, leading project kick-offs and guiding creative execution.
-Guided creative department to launch two national brand campaigns.
-Led product photography shoots
-Billing, media and production budget management.

Account Coordinator, Trend Influence/kbs+p Atlanta

June, 2010 - July, 2011

-Engaged with clients daily and managed every touchpoint of the Church’s Chicken brand, the agency’s largest full-service client.
-Responsible for all POP, print, radio, OOH and TV advertising for 1700 restaurants.
-Worked closely with creative department to launch two national brand campaigns.
-Managed production of monthly promotional campaigns from conception to completion.
-Managed Facebook and Twitter for Church's Chicken brand. Created and implemented a social media plan that grew by 1/3 without paid support.
-Participated in product photography and broadcast shoots.