Michelle White

I develop strategic marketing programs for global outdoor and purpose-driven brands like Patagonia, icebreaker and Fjällräven. I managed stakeholder alignment across product, design, digital, and executive teams, ensuring campaigns delivered measurable ROI and community impact.

Notable achievements include:

Patagonia
Drove marketing for campaigns including Vjosa River National Park, Make Fishin

Marketing leader overseeing brand, demand, and digital strategy for a B2B SaaS platform focused on enterprise clients.

- Built a multi-market marketing strategy across Benelux, Nordics, and the UK, integrated with local
sales and product initiatives.
- Scaled a demand generation program that increased leads by 55% within six months, leading to
significant revenue acceleration.
- Launched a new le

- Grew SaaS business to 501k active subscribers and $100M ARR in three years.
- Lead a team of 23 global marketers who built campaigns and analytics-based programmatic marketing strategies.
- Manage a $26M budget to support a global paid media program, SEO content strategy, demand generation program, CRM-based programmatic campaigns, bi-annual user conference, global training events, and partner

- Led the marketing transition from perpetual licensing to SaaS with front-end solutions, including market pricing research and customer pain point research.
- Executed persona-based marketing campaigns, ABM, content strategy, and lead scoring programs to influence $9.3M eCommerce revenue.
- Directed marketing assets to launch the switch a subscription-based business model:
- Develop new custom

- Launched a quarterly promotional strategy, aligned global messaging, and elevated SketchUp’s brand integrity
- Created blog content, produced a monthly newsletter which was sent to a 14M person audience with an average 22% open rate, 14% clickthrough rate, and consistent 3.5% conversion rate

- Drive $1 million in annual website revenue and engagement through an omnichannel approach with paid search, paid social campaigns, and SEO management
- Lead online initiatives driving retention, and win-back revenue growth through email, organic & paid search, UX improvements, affiliate marketing marketplaces, social, and display
- Produce regular reports on key business metrics and interpret

Took a year off to travel, trek and eat my way through Southeast Asia. I kept up a blog to keep copywriting, SEO, and marketing skills in shape:
- Created all content on site including blog copy, photography, tweets, Instagram, Pinterest boards, and Vimeo videos
- Conducted search engine optimization (SEO) efforts with Yoast by create and testing keywords, strategic text, and trend monitoring
- Th

I studied a self-designed duel major of Art History and Business Administration. For this, I took on 21 credit hours a semester. Along with my demanding academic requirements, I was the Editor-In-Chief of YCP's weekly newspaper, The Spartan.

Modules include: Brand Purpose, Brand Strategy, Brand Positioning, Brand Planning, Brand Activation, Brand Measurement.

Activities and societies: Editor-In-Chief of The Spartan

Studied a self-designed dual major of Art History and Business Administration, taking on 21 credit hours per semester. Served as Editor-In-Chief of the weekly newspaper, The Spartan.