MICHELLE G. ZELLER
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m i c h e l l e z e l l e r 6 8 @ g m a i l . c o m
Executive Summary:
Senior strategy and marketing executive with 20+-years of robust, well-rounded B2C and B2B marketing expertise.
Demonstrated ability to deliver results, transform and grow businesses by analyzing complex problems, define new strategic
solutions and implement major initiatives.
Professional Experience:
Collaborative • Authentic • Inspiring • Agile
CHAR-GRILLER, LLC• Atlanta, GA 30341
CHIEF MARKETING OFFICER (Acting)
January 2015 – Present
Commissioned to lead Char-Griller’s first marketing efforts aimed at creating the #2 charcoal grill brand in the US while
growing the company 66% over 3-years. Develop and operationalize three-year marketing investment strategy, sustainable
brand initiatives, channel distribution blueprint, integrated B2C multimedia campaign(s), online presence, NPD and scalable
Customer Service strategies.
WRAY WARD AGENCY• Charlotte, NC 28204
VICE PRESIDENT, DIRECTOR OF CLIENT ENGAGEMENT
January 2014 – January 2015
Responsible for client success on every front—strategy, relationship, project management, client development and
profitability— ensuring that the ideas generated by the agency are effective and their value appreciated within each client
organization. Drawing upon experienced, client-side business acumen and relationship-building abilities, responsible for
streamlining existing operations, reducing costs, securing new business for the agency, and improving overall profitability
 Institute financial controls into the organization including forecast planning, profit analysis, account prioritization, yearly
objectives, and key performance indicators (KPIs); on track to achieve 15% net sales growth and 3x profitability in Year 1
 Deliver an average 67% gross margin across 36 clients by establishing rigorous client development plans (CDPs) which
reinforce a sense of accountability and ensure collaboration and clear communications throughout the agency
CHAR-BROIL, LLC • A W.C. Bradley Company • Columbus, GA 31904
VICE PRESIDENT, MARKETING
February 2010 – January 2014
Tasked with driving profitable growth and marketing effectiveness for Char-Broil’s outdoor cooking business. Particular
emphasis placed on establishing sustainable marketing strategy, structure, processes, eCommerce, and utilization of all
marketing disciplines. Oversee and manage extensive integrated marketing campaigns driving positive four-year impact.
 Instituted strategic marketing planning processes, consumer insights methodology, and product marketing disciplines
resulting in 9% net sales growth and 1.3-point EBIT margin improvement in 12-months
 Drove 23% improvement in aided brand awareness and 6.8% improvement in unaided brand awareness. Tactics included
television and print advertising, experiential marketing initiatives, public relations, interactive marketing and social media
 Introduced enhanced consumer website & eCommerce hub delivering improvements across all KPIs including 30%+
increase in unique visitors, 11% improvement in time spent on the site and 32% increase in transactions per consumer
NEWELL-RUBBERMAID COMPANY • Levolor Window Fashions Division • High Point NC 27265
DIRECTOR, MARKETING
April 2005 – February 2010
Oversaw Product Marketing, Internet Marketing, and Consumer Insights Teams responsible for defining and executing
marketing strategies for retail blind and shades business.
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Led product marketing team responsible for defining and executing marketing strategies for ~$265MM retail blind and
shades category. Manage P&L; drive all new product development; and generate Go-to-Market strategies
Grew profitability 7% between ’08 – ’09 at 40%+ gross margin and 20% operating income
Introduced four (4) new products generating $20MM+ in top-line revenue within the first year of launch
MG Zeller Resume: Page 1 of 2
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Designed comprehensive media plans and supervised multi-million dollar budget to generate consumer-pull—
achieving 8 - 15% incremental lift from awareness-generation campaigns
Led and designed division’s online channel expansion strategies; oversaw and implemented the first ever syndicated
affiliate selling platform in the category worth an estimated $18MM in incremental topline revenue
Opened Levolor B2C Online Store in June 2007; delivered 65%+ gross margin and 42%+ operating income
Launched the first Consumer Insights & Business Research organization. Led team of market research professionals to
identify unmet market needs and create actionable insights; including unique broad-based Consumer Segmentation effort
EASTMAN KODAK COMPANY • Digital & Film Imaging Systems Division • Rochester NY 14653
September 1999 – April 2005
WORLDWIDE DIRECTOR OF MARKETING
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Supervised and managed an operational unit of worldwide marketing professionals. Oversaw all strategic and tactical
implementations for interactive marketing initiatives within the $10B business unit
 Created & administered $10M+ advertising programs responsible for 70% of all traffic to www.kodak.com and
online/offline WW sales representing >15% of the overall divisional revenue
 Led cohesive worldwide team of marketing, web, and IT professionals in US, Canada, Europe, and Asia-Pacific
Developed, led, and implemented worldwide e-business and direct-to-customer marketing strategies
 Generated >30% of all direct and online divisional revenues; significantly drove bottom-line results for the division
with gross margins exceeding typical channel margins by 12+ points
 Developed and executed e-marketing programs achieving sales conversion of 0.4% (15-base points higher than
traditional marketing averages of 0.25%)
 Extensive worldwide marketing experience (40% of my time was spent in Europe); additionally broad-based
understanding of privacy legislation, and EU directives related to e-business activities
 Managed the commercialization, P&L, merchandising requirements and broad marketing mix for Kodak’s global
Online Stores— multi-million dollar profitable endeavors
Built a scaleable infrastructure and processes to support worldwide CRM and interactive marketing programs
 Managed the seamless operation, maintenance, and integration of Kodak’s 50M customer database
 Streamlined new CRM marketing processes resulting in 24x operational growth while reducing divisional resources
required to execute the program by >50%
 Modified and streamlined data collection processes, initiated customer acquisition programs, and grew the customer
database 10x in four years at an average customer acquisition cost of <$1.00 per name
May 1995 – September 1999
AMERICAS MARKETING MANAGER
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Developed and executed all aspects of channel and regional marketing initiatives for Americas region contributing to 50%
revenue growth; initiated in-depth financial analysis, effectiveness measures, and merchandising materials for programs.
Supervised and acted as lead technical advisor for Kodak Digital television commercials (’97). Additionally, appeared on
QVC and sold-through >$17MM in digital imaging products in three (3) live broadcasts.
WW TRAINING /COMMUNICATIONS SPECIALIST
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March 1992 – May 1995
Developed new product-training materials; created and maintained Kodak’s first award-winning educational web sitelet;
saved the company ~$100K by implementing a revolutionary new process to localize software user interface. Awarded two
prestigious International “Outstanding Writer” awards from the Society of Technical Communications.
MAGNA COMPUTER CORPORATION • Salem, NH 03079
Technical Communications Manager
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July 1990 – March 1992
Accountable for all technical communications within this small, hardware-based computer company. Responsibilities
included creating end-user, service, and testing manuals, technical sell sheets, and sales and marketing presentations.
Secondary Education:
CLARKSON UNIVERSITY • Potsdam, NY 13676
 Bachelor of Science, Technical Communications 3.25 GPA; Minors: Marketing and Management
UNIVERSITY OF PHOENIX • Phoenix, AZ 85072
 Masters of Business Administration/ eBusiness 3.99 GPA
MG Zeller Resume: Page 2 of 2