Account Director at Derse
- Orange County, California Area
Michelle MacRae's Overview
- Account Director - Experiential Marketing, Auto Shows, Trade Shows and Events at Derse
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
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
Privately Held; 201-500 employees; Marketing and Advertising industry
December 2012 – Present (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
Public Company; 5001-10,000 employees; Automotive industry
November 2000 – November 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
Privately Held; 11-50 employees; Marketing and Advertising industry
November 1996 – July 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.
> 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
2000 – 2000 (less than a year)
Michelle MacRae's Skills & Expertise
- Market Planning
- Event Planning
- Trade Shows
- Relationship Marketing
- Marketing Management
- Event Management
- Brand Management
- Marketing Communications
- Marketing Strategy
- Strategic Planning
- Integrated Marketing
- Cross-functional Team Leadership
- Corporate Communications
- Corporate Branding
- Contract Negotiation
- Team Leadership
- Product Marketing
- Strategic Communications
- Customer Service
- Account Management
Michelle MacRae's Education
Michelle MacRae's Additional Information
Contact Michelle for:
- career opportunities
- job inquiries
- expertise requests
- business deals
- reference requests
- getting back in touch