1. MICHELE BOONE CALIANESE
4260 East 490 Road
Claremore, OK 74019
918.274.8890 www.linkedin.com/in/micheleboonecalianese mmbcalianese@att.net
MARKETING AND BUSINESS STRATEGY LEADER
Proven track record of identifying market opportunities to increase revenue and market share. Adept at
capitalizing on an analytics-driven global marketing environment to re-invent marketing campaign strategy,
driving a personalized experience. Extensive, progressive experience in brand strategy marketing,
Business Partner co-marketing, data-driven personalized demand generation, and innovative response
and lead management strategies. Ethical leader, motivator, coach, salesperson and creative problem
solver.
Areas of Expertise:
• Personalized Marketing • Lead Scoring and Client Buying Stages
• Team Building and Leadership • Multi-Channel Management and Collaboration
• Response and Lead Management • Database Marketing
PROFESSIONAL EXPERIENCE
IBM CORPORATION, Armonk, NY
Program Director, IBM Corporate Headquarters, Marketing 2011 – 2013
Led cross-brand IBM team in development and consistent global deployment of Response and Lead
Management strategy across 21 regions. Interfaced with hundreds of internal IBM clients, 30+ executive
teams and managed all IBM external lead generation vendor relationships worldwide, including 90+
agencies. Defined marketing strategy requirements for IBM’s global customer call centers, 700+ agents
(internal / external), including metrics, training and productivity enhancements.
• Returned $1M+ in savings and increased opportunity creation by 305% in 2012 by changing
company’s approach to lead generation and response management globally.
• Developed customer-driven calling approach, resulting in 40% increase in 2012 call center productivity
worldwide, and 10 point increase in marketing lead acceptance by sales team.
• Recognized for expertise by executive selection to lead and consult on roll out of company’s new
global Marketing Automation Tool (Unica), generating custom data dashboards to enhance strategic
decision making and improve overall lead conversion results.
• Increased sales acceptance rates and provided personalized customer experience by leading analytics
team to research, develop and implement lead scoring methodology, providing data to understand
client buying stage.
Senior Marketing Manager, IBM North America 2001 – 2010
Managed Business Partner and Alliances Marketing Demand Generation with 70,000+ US-based partners
and 10 major IBM alliances, including SAP and Oracle. Led large team responsible for creating innovative
approaches to enhancing partner marketing efforts while still maintaining IBM brand imaging. Managed
and redesigned North American fulfillment process for Demand Generation marketing offers. Redesigned
Response and Lead Management structure to support North American revenue and growth objectives.
• Reduced time-to-market by 50%, while creating synergy in messaging through development of co-
marketing tool for IBM partners, leveraging IBM’s marketing messages and assets, while maintaining
IBM’s brand integrity.
• Increased revenue by >10% annually by building Alliance relationships including support for key events
such as Sapphire and Oracle OpenWorld.
• Generated $83M in win revenue with 8% E/R through personal design of global response and lead
management system. Additionally, inbound and outbound leads for call centers had 15%+ growth
annually during flat economic environment.
• Received 2 IBM “Leadership in Excellence Awards,” presented to top 1% of IBM innovative leaders for
3. MICHELE BOONE CALIANESE mmbcalianese@att.net PAGE TWO
ADDITIONAL POSITIONS WITHIN IBM
Brand and Industry Marketing Strategist, IBM North America
Led demand generation campaign strategy and execution working with Brand and Industry teams including
use of data and analysis tools to support reporting and campaign requirements. Participated as member
of database marketing team designing response coding structure for campaigns which became foundation
for current IBM coding structure.
• Ensured effective use of IBM’s resources and optimal business return by reviewing, completing risk
assessments and approving every North American marketing campaign.
• Led implementation of telemarketing scripting techniques based on customer needs and relationships,
eliminating historic “robotic” scripting and capturing additional customer information to drive
personalized marketing strategy, enhancing lead quality and customer satisfaction.
• Managed Small and Medium Business Value-Added Reseller Program through effective Business
Partner co-marketing, driving greater co-marketing revenue and improved Business Partner
satisfaction.
ADDITIONAL EXPERIENCE
Custom Fine Jewelry Design, Owner and Designer
Financial and Legal Research Analyst, Lomas and Nettleton Mortgage Servicing
Marketing Merchandiser, JC Penney
Custom Jewelry Design and Sales, Jorge Miguel Joaillier
EDUCATION
MBA with honors, Leadership and Communication, Texas Tech University, Lubbock, TX
BBA, Marketing, Texas Tech University, Lubbock, TX
Junior Scholar, University of Texas at El Paso, El Paso, TX
PROFESSIONAL DEVELOPMENT
Diamonds and Diamond Grading, Gemological Institute of America
Brand Quality Differentiator Workshop Leader, Global
Women in Technology Member
Corporate DMA Member
