Get To Know: IBM Social Business Global Marketing Program Director
Michelle Killebrew leads the go-to-market strategy for IBM Social Business. Her team focuses on messaging, solutions, and value content to shape the new definition of what defines a social business, and how organizations can embrace this next information revolution in the workforce.
“I am passionate about marketing, especially innovative online marketing strategies that deliver a superior brand experience—from initial acquisition through to loyal customer—and increase growth and profitability,” says Killebrew.
Previously, Killebrew headed up the World Wide go-to-market and revenue-bearing demand generation campaign strategy for IBM’s new Smarter Commerce initiative. Her team was responsible for marketing B2B/Commerce & Enterprise Marketing Management solutions to meet the needs of the empowered customer.
Prior to assuming a management role over the larger initiative, Killebrew’s focus was in the Enterprise Marketing Management (EMM) division, an initiative designed to optimize marketing from acquisition to loyalty with customer-centricity at its heart.
According to Killebrew, EMM is based on the combined IBM acquisition of Unica and Coremetrics. Since 2008, Killebrew has led and managed the integration and use of Coremetrics’ own technology (web analytics and other re-marketing applications) into all aspects of campaign programs.
With a Bachelors of Science in Economics from Santa Clara University, Killebrew has more than 14 years of high-tech marketing experience.
Global Marketing Program Director @ IBM Social Business
- Age: 36
- HQ: Armonk, New York
- Apple or Android? Both
- First Job: Boutique Retail Assistant
- Hobby: Reading & Travel
- First Car: VW Cabriolet
What mobile device can you not live without?
That’s tricky because I have to say my smart phone – although, I’m due for an upgrade and currently have a bit of a love/hate relationship.
What app do you use most often for work?
Twitter, for sure.
What social media network or website do you frequent most when you’re not working?
What’s the first thing you check on your phone in the morning?
My alarm! Inbound status updates across all networks (i.e. status bar on main menu), my work calendar for the day to see if things have shifted on me, then typically my personal email.
What work challenge keeps you up at night?
Primarily, how to accomplish everything I’d like to do, and brainstorming just how to do it.
I’m a tinkerer, my mind doesn’t rest while it’s figuring out “how to” or “what if.” It can be challenging, but really exhilarating especially considering some of the amazing projects we will be kicking off on the IBM Social Business team and some of the transformational technologies IBM is announcing company-wide.
What has been the most exciting work development during the past year?
So very much! I think the #1 most exciting thing is to be a part of strategically transforming a major offering for IBM around Social Business. It’s going to be huge! Keep an eye out over 2014.
How many miles did you travel in 2013?
80,000 miles in 2013. As of the end of January 2014, I’ve already traveled over 21,000 miles.
What other career would you like to try?
Nothing really – I’m doing what I love. If I’m pushed — perhaps something still in the digital space around development or design. I’m fascinated by UX and UI. I taught myself html in my 20s by reverse engineering existing code, while I am fairly proficient for a non-techie, I’d love to be able to do things that are even more sophisticated.
What does your desk look like?
I love my sit/stand desk concept, which as of the end of 2013 I’ve added a small elliptical machine under my stand desk. I’ve been traveling too much lately to truly consider it part of my daily routine…yet.
Also, I’m likely to have company: I have two dogs and two cats. The cats frequently sit on my various desks; one loves to lie on my closed laptop in its docking station. While the cats come and go, the dogs are almost always with me and love to “go to work” (they’ll beat me to my office on that command).
I’m also spoiled with an amazing view beyond my monitor:
What is the last business book you read?
Currently reading One Piece of Paper: The Simple Approach to Powerful, Personal Leadership by Mike Figliuolo.
Outside of your company’s efforts, what ad campaign or video caught your eye recently?
There are so many! Just this holiday, I was really proud of the TV commercials the USPS did before and after Christmas; I thought they were very clever.
In 2013, one that is a must mention are the many campaigns Dove produced in so many channels. Of special note is the embedded ads in Photoshop itself encouraging designers to use it realistically and not to over-emphasize unrealistic proportions or beauty attributes.