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Michelle Kupjian

Senior Director | VP | Head of Marketing
Plaistow, NH | michelle@mkupjian.com | linkedin.com/in/mkupjian

Summary

Senior marketing leader with 15+ years of experience driving demand generation, brand strategy, and integrated marketing programs across SaaS, technology, and B2B organizations. Brings clarity, focus, and momentum to complex marketing environments, whether building teams or supporting leaders through periods of change. Combines data-driven decision making with creative execution to improve performance and ROI, leveraging AI-powered tools, agile methodologies, and close alignment with Sales, Product, and executive leadership.

Key Achievements

  • Increased lead generation by 43% while reducing budget by 40% through improved targeting and campaign optimization.
  • Directed a global LinkedIn campaign achieving 55% reach, 12K+ engagements, and a 32.7% lift in SQL-to-Order conversion.
  • Led Agile Marketing pilot delivering $5.19M in pipeline and improved webinar execution for Healthcare segment.
  • Built scalable sales enablement framework and onboarding resources across seven countries.
  • Completed AI for Marketing Professional Certificate (edX/Davidson College, 2025.

Professional Experience

Self Employed

Provide fractional marketing leadership to B2B organizations, supporting demand generation strategy, prioritization, and growth initiatives.

Independent Fractional Marketing Consultant (Jan 2025 – Present)

    • Provide fractional marketing leadership to B2B organizations, supporting demand generation strategy and campaign prioritization aligned to business goals.
    • Partner with executive and functional leaders to align targeting, messaging, and execution across teams.
    • Design and optimize integrated demand programs across channels to support revenue growth and market focus.
    • Apply AI-powered tools such as ChatGPT, Claude, Perplexity, and workflow automation platforms to accelerate insight generation, content development, and strategic planning.
    • Step into execution as needed to unblock progress or support priority initiatives, while keeping strategic direction and impact as the primary focus.

    Monster Worldwide

    Enterprise B2B SaaS company focused on recruiting and workforce technology. Progressed through four leadership roles with increasing responsibility and scope.

    Senior Director of B2B Marketing (Dec 2023 – Oct 2024)
    Led demand generation and brand strategy for North America during post-acquisition integration and restructuring.

    • Increased lead generation by 43% while reducing budget by 40% through performance-based reallocation.
    • Directed a global LinkedIn campaign achieving 55% reach, 12K+ engagements, and a 32.7% increase in SQL-to-Order conversion.
    • Maintained lead quality and pipeline momentum during significant organizational disruption through strategic prioritization.
    • Partnered with Sales and Product Marketing leaders to refine audience targeting and campaign focus.

    Senior Manager, Demand Generation (Aug 2020 – Feb 2022)
    Owned development and execution of ABM and inbound strategies aligned with revenue and pipeline goals.

    • Developed and executed ABM and inbound campaigns aligned to pipeline and revenue objectives.
    • More than doubled MQL-to-SQL conversion rates through improved targeting and stage alignment.
    • Collaborated closely with Sales to prioritize high-value accounts and improve handoff quality.

    Senior Manager, Sales Enablement (Feb 2020 – Aug 2020)
    Created and launched global sales enablement programs to boost onboarding, engagement, and performance.

    • Built global sales enablement programs to improve onboarding, productivity, and engagement.
    • Developed modular training and collateral tailored by product and region.
    • Recognized with the company “Ultimate Contributor” award.

    Global Brand Marketing Project Manager (May 2018 – Feb 2020)
    Managed brand alignment across North America and Europe through creative and messaging updates.

    • Managed brand consistency and rebranding efforts across North America and Europe.
    • Led cross-functional teams to refresh creative assets and messaging across web, email, and events.
    • Supported global campaigns through cohesive content and asset management.

    RocketDrop

    Startup operating in global wholesale distribution, e-commerce, and D2C. Recruited to build marketing strategy from the ground up.

    Executive Director of Marketing (Jun 2023 – Dec 2023)
    Established marketing foundation to support early-stage growth and brand development.

    • Built foundational marketing strategy across positioning, messaging, and campaign planning.
    • Conducted customer research to inform brand identity and go-to-market direction.
    • Launched integrated campaigns to increase awareness and engagement.
    • Increased brand recognition by 25% within six months.

    Global Healthcare Exchange (GHX)

    Healthcare supply chain technology company offering cloud-based solutions to hospitals and suppliers.

    Senior Manager, Agile Marketing Operations (Feb 2022 – Jan 2023)
    Led pilot Agile Marketing Operations initiative to streamline execution and increase pipeline contribution.

    • Led an Agile Marketing pilot to improve execution efficiency and pipeline contribution.
    • Improved webinar program performance, increasing marketing-generated pipeline by 25%.
    • Implemented new agile workflows and tools to improve planning, visibility, and delivery.

    MADM Marketing Agency

    Full-service agency founded and led by Michelle for more than two decades, delivering marketing strategy and execution for B2B and B2C clients.

    President & Creative Director (Nov 1995 – May 2018)
    Provided strategic leadership and hands-on execution across brand development, demand generation, and customer marketing.

    • Founded and scaled a full-service agency delivering brand, demand generation, and retention strategies.
    • Built and led a high-performing creative and strategy team focused on business impact.
    • Served as a strategic advisor and fractional marketing lead for clients navigating growth and repositioning.

    Education

    Bachelor of Arts, Marketing and Business, Regis College, Weston, MA

    Certifications

    • AI for Marketing Professional Certificate, edX/Davidson College (2025)
    • AI-Driven Digital Marketing Strategies (2024)
    • ICAgile Leading with Agility (2022)
    • ICAgile Agility in Marketing Professional (2021)
    • HubSpot Inbound Marketing (2020–2022)

    Tools & Platforms

    Salesforce, HubSpot, Power BI, Looker, Asana, Monday.com, Adobe Creative Cloud, WordPress

    Testimonial

    “Michelle is the rare combination of seeing the big picture while remaining detail-oriented. She balances creativity, diligence, proactiveness, and pragmatism with ease.”
    — Scott Blumsack, Chief Strategy and Transformation Officer, Monster Worldwide