Mail

sayhello@minimal.com

Phone

+33 (0)46 640 88 11

Location

Stockholm, Sweden

Social

Michael Flanagan

An image of Michael Flanagan standing in front of an architectural background

Who I am

Strategic growth marketer, marketing technologist, and executive-level leader with 20+ years of marketing experience

What I do

Executive Leadership

Experienced executive team member and leader of marketing organizations (Demand Generation, Brand Marketing, Marketing Technology, Consumer Insights and Product Strategy). Advocate of the Entrepreneurial Operating System (EOS) to clarify, simplify, and achieve a compelling organizational vision. As a senior leader, experienced in supporting a VC-backed luxury hospitality company becoming a publicly traded company on Nasdaq.

Marketing Technology

Highly innovative and experienced marketing technology leader, passionately evaluating, evangelizing, and implementing new 3rd-party marketing technology tools, and creating significant value by mitigating the need for limited and expensive proprietary technology resources. Serving as a liaison between Technology, Product, and Marketing teams, I have consistently demonstrated a unique ability to effectively align people, process, and technology around cross-functional projects through a clear understanding of business and technical requirements.

Demand Generation

Rebuilt a VC-backed luxury hospitality company's demand generation program and team (direct mail, paid digital advertising, SEO, sales enablement, lead generation, database marketing) from the ground up, generating 750,000+ new high-quality lead registrations for sales. Experience implementing landing page optimization technology and creative enhancements resulting in a 50%+ increase in acquisition marketing conversion rates. One annual campaign achieved 50%+ new sales revenue YOY growth while decreasing acquisition marketing spend by 70%, significantly contributing to overall profitability.

Sales and Marketing Operations

Primary architect of a VC-backed luxury hospitality company's sales and marketing process, a well-defined, simple, intuitive, and highly effective process that serves as the foundation for sales enablement and marketing automation programs to accelerate sales volume and velocity. Experience developing a highly predictable and sustainable approach to sales, leveraging a combination of smart, consistent brand and lead generation investment, data-driven database marketing, “try” acquisition messaging, price integrity, inclusion of a "complimentary add-on" product feature, and a quarterly offer cycle featuring premium partner brands.

Data Science for Marketing

Partnered with top-tier 3rd-party data providers, using the best and most complete data (demographic, credit, spend, niche) plus the most sophisticated data science available to develop a powerful new customer acquisition propensity model, allowing for highly targeted audiences of affluent households optimized for the highest likelihood to respond and convert, informing lead grading/qualification, driving quality opportunities with intent for sales, and a creating a deep understanding of Total Addressable Market (TAM).

Digital Marketing

Completely revamped a VC-backed luxury hospitality company's paid digital advertising function with key components including daily expectation vs. performance summaries by channel and tactics, daily reporting and optimizations across all platforms, a creative testing and optimization process, and a testing repository to document key learnings. 15 years+ experience innovating marketing CRM and email marketing programs at a level on par with the best brands in the world, delivering 25 million+ emails annually. Experience overseeing the efficient management of online content via integrated content management systems, working with Technology, Product, and Brand Marketing teams to ensure best-in-class website experiences.

Brand Marketing

Experienced in leading Design, Copywriting, Brand Production, Social Media, and Communications teams. Recent accomplishments for a publicly traded luxury hospitality company include leading the development of new, significantly improved brand marketing content (revamped product overview brochure and a transparent pricing strategy to support strong value communication backed by user research and testing) and improving brand marketing operational throughput by fostering greater collaboration between Brand Marketing, Digital Marketing, and Technology partners, along with the smart use of Chat-GPT Enterprise and Salesforce Marketing Cloud-based AI tools, resulting in greater autonomy and allowing for faster speed between ideas and campaign execution.

email

michael@michaelflanagan.com

phone

+1 303 885 6294

linkedin

linkedin.com/in/sknowboarder/

instagram

instagram.com/sknowboarder