Michelle A. Heath Email me: michelleaheath@gmail.

com
112 Fulton Street Read me: michelleaheath.com
Boston, MA 02109 Friend me: facebook.com/profile.php?id=549074154
617.359.3352 Follow me: twitter.com/michelleheath
michelleaheath.com Link to me: linkedin.com/in/michelleheath

ABOUT ME

I’m a passionate, social media marketing exec looking for a VP, Marketing or CMO position in a tech start-up.

• Effective and versatile leader who values collaboration, accountability and execution
• Community builder who leverages social media to drive results
• Measurement-focused marketer who tests and measures to achieve goals
• Business growth driver focused on generating revenue
• Energetic and creative thinker who loves a challenge

MY EXPERIENCE

Jan 07 – Oct 08 MATCHMINE LLC

Vice President, Marketing
• Executive team member responsible for driving marketing at media discovery start-up
• Conceptualized go-to-market strategy for MatchKey™, the matchmine technology that
enabled web users to discover new content across the web based on personal preferences
• Worked closely with science and technology teams to package a highly-technical,
innovative technology into something partners and users could understand
• Created matchmine Media Discovery Network™, aimed at signing-up partners to support
MatchKeys on their websites
• Successfully launched company at DEMOfall 2007; developed launch positioning and
messaging, PR strategy, social media campaigns, event planning and logistics, marketing
materials and metrics
• Built both partner (matchmine) and consumer (MatchKey) brands to support partner and
user acquisition
• Designed and launched matchmine.com and matchkey.com; managed internal design team
• Established social media strategy and built matchmine community through blog outreach,
evangelism, Facebook app and events
• Led PR campaigns that delivered consistent coverage by top-tier news outlets and blogs
including Business Week, NY Times, Boston Globe, San Jose Mercury News, TechCrunch and
Mashable
• Tested and measured various user acquisition and viral marketing tactics including a ticket
give-away with patriots.com
• Managed and executed industry events and panel opportunities to foster brand, thought
leadership and partner acquisition efforts
• Supported business development team with sales support materials, prospect comps and
demos and in-partner design experiences
• Implemented business and campaign metrics; managed SEO efforts and A/B testing

Dec 05 – Jun 06 E*TRADE FINANCIAL

Vice President, U.S. Retail Products
• Led multi-channel customer conversion experience and highly successful customer
conversion efforts for over 200k BrownCo accounts resulting in less than 1% attrition
• Drove key conversion decisions including pricing, products and services, online experience,
service model and internal processes to ensure a successful customer transition
• Drove development of E*TRADE international strategy
• Led international product development efforts to define, design and deliver multi-market
trading and multi-currency capabilities to new international markets
• Pioneered user-centered design methodology at E*TRADE; implemented the use of
personas, ideation, user testing, wireframing and visual design comping for new projects
• Facilitated innovation workshops with senior officers to evolve online strategy
Jan 02 – Nov 05 BROWNCO, A division of J.P. Morgan Chase
Vice President, Product Management & Experience Design
• Member of Executive Deal Team responsible for $1.6B sale of BrownCo business
to E*TRADE Financial in September 2005
• Led BrownCo’s retail online brokerage platform focused on active traders
• Directed $1.5MM website overhaul including new user interface, functionality and platform
• Delivered a consistent multi-channel user experience across all customer touch-points
resulting in a 20% increase in new accounts and a 99% customer retention rate
• Defined online channel vision including product and experience roadmap
• Reduced website maintenance time by 30% by implementing web standards and improved
inter-departmental processes

Vice President, Online Customer Experience

• Pioneered online experience practice at BrownCo and built first user experience team
• Influenced and implemented user experience methodology as part of project lifecycle
• Executed several redesigns of homepage and key active trader functionality

Nov 99 – Dec 01 FIDELITY INVESTMENTS, Institutional Brokerage Group

Vice President, Interactive Marketing
• Led StreetScapesm implementation of RIA and Correspondent content, alerts and tools
• Built first interactive marketing function for institutional business
• Created user experience team and discipline along with user testing methodology

Director, Interactive Marketing

• Led team of designers and developers responsible for maintaining multiple websites
• Proactively created business plan to significantly expand staff and fund new
responsibilities
• Implemented CMS and led several successful website redesigns

Jun 96 – Nov 99 MANULIFE FINANCIAL

Director, Marketing Communication Services, U.S. Insurance

• Ran all aspects of marketing including award-winning U.S. trade advertising campaign

Communications Manager, U.S. Retirement Services

• Built and managed U.S.-based 401k plan sponsor and participant website and materials

Jul 92 - Jul 96 FIDELITY INVESTMENTS, Institutional Retirement Services Company

Product Development Specialist
• Conceptualized and constructed first 401(k) plan participant education website

Associate Product Manager

• Designed and developed plan sponsor education seminars and support materials

Sales Assistant
• Supported small plan sales team including client proposals and presentations

EDUCATION Boston University School of Management, BS/BA, Marketing

OTHER
ACHIEVEMENTS Nov 2006-March 2007 – Strategic consultant, Marketspace (a Monitor Company)
2004-2006 – Board member, Mass Innovation & Technology Exchange (MITX)
1994-2006 – Held NASD Series 6 & 63 licenses
Frequent speaker, podcaster, mentor and blogger