Open to opportunities

Michelle Mccaleb

@michellemccaleb

Director of Ecommerce & Digital Strategy at Deseret Biologicals (DesBio), where I built an AI product guide that increased attributed revenue by 15%.

United States

Message

At Deseret Biologicals (DesBio), I lead ecommerce and digital strategy for a regulated health and wellness brand. I built an AI product guide that increased attributed revenue by 15%, and a recent product launch generated $216,000 in its first month.

I also own DesBio’s ecommerce sites, paid media, and lifecycle marketing, and built its martech stack and executive dashboards. Before DesBio, I led digital marketing at DearPrudence and Aerie Lane, and ran MSM.Design, building websites and ecommerce platforms for clients across retail, franchise, nonprofit, and corporate sectors.

Experience

Work history, roles, and key accomplishments

Current

Director of Ecommerce & Digital Strategy

Current

Deseret Biologicals

Jan 2021 - Present (5 years 9 months)

Led ecommerce and digital strategy for a regulated health and wellness brand, developing marketing roadmaps, managing product launches, and owning paid media and lifecycle marketing.

Ecommerce Digital Strategy Marketing Roadmap Product Launch Paid Media Lifecycle Marketing Email Marketing SEO Martech AI Agents MCP Servers Analytics

Director of Digital Marketing

DearPrudence

Jan 2018 - Dec 2021 (3 years 11 months)

Led digital strategy for a three-brand retail portfolio, owning ecommerce, email, paid media, CRM, and analytics, and launching two new retail brands.

Digital Strategy Ecommerce Email Marketing Paid Media CRM Analytics Klaviyo Google Ads Meta Ads Customer Lifecycle Segmentation Personalization

Senior Digital Marketing Manager

Aerie Lane

Jan 2015 - Dec 2018 (3 years 11 months)

Owned digital marketing, paid advertising, ecommerce, and digital operations for a 14-location franchise network, building corporate and franchisee websites and marketing systems.

Digital Marketing Paid Advertising Ecommerce Franchise Marketing Web Development Email Marketing SEO Google Ads Meta Ads Analytics

Founder & Principal

MSM.Design

Jan 2002 - Dec 2015 (13 years 11 months)

Founded and ran an independent digital marketing and web studio, managing 10-15 active clients across retail, franchise, nonprofit, and corporate sectors.