Michelle MacRae

Account Director at Derse

Location
Orange County, California Area
Industry
Automotive

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Michelle MacRae's Overview

Current
  • Account Director - Experiential Marketing, Auto Shows, Trade Shows and Events at Derse
Past
Education
Connections

500+ connections

Michelle MacRae's Summary

Highly accomplished Marketing professional with a strong track record of success directing strategic development and execution of fully integrated brand experience campaigns. Successfully leverages innovative experiential techniques to demonstrate competitive advantages and unique selling points. Strong ability to communicate key company objectives when spearheading business meetings and internal communications. Visionary leader adept at building relationships with customers and vendors, as well as motivating internal teams to ensure optimum effectiveness and consistency of messaging.

Highlights of my achievements include:

Led the Advertising, Marketing and Public Relations teams through new product launch activities. Served as a single source department liaison to Executive Management and Steering Committee. Ensured consistency of product positioning, marketing strategies and interdepartmental messaging campaigns. Specific launch activities, in addition to daily event marketing roles and responsibilities, included:
• Initial product positioning and strategic development
• Media planning
• Advertising, digital and social strategy
• Press releases, long leads and short leads
• Channel Integration
• Ride-and-drives

Successfully directed international marketing efforts for the launch of the Mitsubishi Motors brand in Canada and Mexico.

Spearheaded over thirty product premieres, including pre-launch activities, press events, auto shows, collateral production, channel integration, and grass-roots marketing campaigns.

Specialties: • Strategic & Tactical Market Planning
• Channel Integration
• New Product Introductions & Launches
• Promotion & Sponsorship Strategy & Tactics
• Auto Show & Special Event Production
• Dealer Meeting Concepts, Messaging & Production
• Consumer Engagement & Experience Initiatives
• Executive Script Writing & Communications Planning
• Lead Generation & Measurement Strategy
• Incentive Travel Program Design & Execution

Michelle MacRae's Experience

Account Director - Experiential Marketing, Auto Shows, Trade Shows and Events

Derse

Privately Held; 201-500 employees; Marketing and Advertising industry

December 2012Present (1 year 10 months) Huntington Beach, CA

Michelle provides discerning strategic direction and professional insights that help guide the client down the necessary path to achieve success. She utilizes her keen understanding of each client's target audience and existing customer base including B2B and B2C environments, current buying trends, economic factors, consumer confidence and competitive advantages. Michelle effectively blends her extensive marketing background with Derse’s existing internal resources to deliver measurable, accountable and successful results for every client. She continuously seeks out new and innovative devises such as quantitative measures and systems development to create a sustainable advantage for her clients.

In addition to driving strategy, Michelle is also responsible for directing day-to-day account operations, team management, client budgets, and internal accountability functions. She believes in leading by example and fosters good team relationships in a positive atmosphere that benefit the client through efficient and constructive operating procedures.

Michelle is a seasoned face-to-face marketing veteran who brings 17 years of experiential marketing expertise in the automotive category. She specializes in auto shows, special events, product launches, owner/enthusiast events and ride & drives. As Manager of Event Marketing for Mitsubishi Motors North America, Michelle developed a strong track record of success with face-to-face marketing initiatives by leveraging experiential techniques to demonstrate unique selling points.

Manager, Event Marketing

Mitsubishi Motors North America

Public Company; 5001-10,000 employees; Automotive industry

November 2000November 2012 (12 years 1 month)

Senior manager responsible for directing all strategic planning, development, and execution of auto shows, special events, product launches, promotions, sponsorships, customer loyalty initiatives, business meetings and incentive travel.

Effectively communicate sales and branding messages that are integrated with overall corporate objectives. Research and develop comprehensive campaigns that meet or exceed executive management expectations.

Lead the Advertising, Marketing and Public Relations teams through new product launch activities. Serve as a single source department liaison to Executive Management and the Steering Committee. Ensure consistency of product positioning, marketing strategies, and interdepartmental messaging campaigns.

Manager, Event Services

Creative Productions

Privately Held; 11-50 employees; Marketing and Advertising industry

November 1996July 2000 (3 years 9 months)

Managed field services team and account operations for auto and trade show clients.
* Developed annual show service estimates, created program materials, and managed communication with show promoters and third-party vendors.
* Coordinated all installation and dismantle activities.
* Researched and recommended potential exhibitor-appointed contractors.
* Worked closely with Account Executives on all daily account operations and special projects.
* Prepared and consulted with clients on cash-flow reports, accruals, and interim budgets.
* Reconciled third-party billing with budget, resolved discrepancies, and approved for final payment.
* Reported to Vice President of Operations on account fitness and provided regular briefs.
Key Achievements:
> Proactively created and implemented new audit procedure for 3rd-party billing, which delivered significant savings.
> Improved cash flow by streamilining budgeting, auditing, ordering, and billing; changes were adopted companywide.

Privately Held; 1001-5000 employees; Marketing and Advertising industry

20002000 (less than a year)

Michelle MacRae's Skills & Expertise

  1. Market Planning
  2. Channel
  3. Event Planning
  4. Trade Shows
  5. Relationship Marketing
  6. Marketing Management
  7. Marketing
  8. Event Management
  9. Brand Management
  10. B2B
  11. Marketing Communications
  12. Marketing Strategy
  13. Strategic Planning
  14. Integrated Marketing
  15. Sponsorship
  16. Budgets
  17. Automotive
  18. Cross-functional Team Leadership
  19. Corporate Communications
  20. Corporate Branding
  21. Collateral
  22. Contract Negotiation
  23. Team Leadership
  24. Product Marketing
  25. Strategic Communications
  26. Customer Service
  27. Account Management

View All (27) Skills View Fewer Skills

Michelle MacRae's Education

The University of Texas at Austin

Bachelor of Arts, Psychology

19911995

University of Pittsburgh

CPA Certification, Accounting

19982000

Successfully completed two year post bachelorette program with a 4.0 GPA, while maintaining a full-time professional position.

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