About Michele Borovac:
I bring 20+ years experience in communications and marketing, and I am ready to apply my skillset to a cause about which I am truly passionate. From my years in tech marketing, I have honed my abilities as a writer and communicator. I am well versed in adapting technical information and crafting stories into a broader narrative to best reach my audiences. Further, I have deep experience building and executing communications plans and have served as a spokesperson for many of the companies where I’ve worked.
While I have held CMO roles most recently, my true passion is communications, and I am actively seeking a role that allows me to better focus on this aspect of marketing. Because I’ve worked extensively in startup companies, I am highly skilled at switching between strategy and planning roles, as well as rolling up my sleeves to write press releases, content, social media posts, and presentations.
Experienced, collaborative communications leader, well versed in all aspects of integrated marketing for emerging technologies and markets. Specializing in public relations, corporate communications, and content creation. Expertise includes: Public Relations - Positioning - Partner Marketing - Writing - Branding - Content and video creation - Analyst Relations - Social Media - Events
My most recent experience includes:
Workspot - Campbell, CA 9/19 to 6/22 - Chief Marketing Officer
Built and executed a global marketing strategy for a SaaS-based cloud PC company ▪ Led redesign of the company brand and website to support the company’s modern, customer-centric image. Ensured consistency throughout digital, printed, and corporate materials ▪ In partnership with an agency, built a PR program that delivered a steady drumbeat of both technical and customer stories in key industry publications, expanded social media presence and engagement, and positioned our executive team as thought leaders ▪ Worked closely with customers to capture and share their stories through the media, partners, webinars and other channels ▪ Cultivated and refined the voice of the company to reflect intelligence, friendliness, and transparency ▪ Implemented co-marketing programs with partners like Microsoft, Google and AMD to deepen business relationships and drive a 3x increase in leads
Velostrata - San Mateo, CA (acquired by Google) 1/16 to 10/17 - Vice President of Marketing and Communications
Built and led strategic marketing for a cloud migration and workload mobility software company. ▪ Together with VP of Sales, established the US headquarters for the company (research, development and the rest of the executive team based in Netanya, Israel) ▪ Worked directly with industry analysts, press and other industry influencers to build brand awareness, visibility, and company credibility. Achieved Gartner “Cool Vendor” recognition ▪ Hired US marketing team, adding top talent to expand content and digital marketing ▪ Executed market pivot from workload mobility to cloud migration, adapting messaging across all content, including website, whitepapers, blogs, and video elements like customer/partner testimonials ▪ Drove lead generation and brand awareness programs that helped close the company’s first 10 customers, while building the groundwork for scale ▪ Implemented digital marketing, including content syndication, paid search, SEO, social media, and lead nurturing to increase inbound leads by 75% and SQLs by 20% quarter over quarter
HyTrust, Mountain View, CA 9/13 to 6/15 Vice President of Marketing
Responsible for worldwide strategic marketing for a cloud security software company ▪ Grew marketing team to 4, including marketing programs, product marketing, and inside sales ▪ Rebranded product line post-acquisition, and established aggressive content development, writing and updating over 40 datasheets, white papers and contributed articles within a quarter ▪ Established content-based SEO and blog program that doubled web traffic within 4 months ▪ Planned and executed 45+ events, including executive roundtables and industry trade shows in 2014 ▪ Built a bi-monthly webinar program to drive thought leadership and support lead generation activities. ▪ Managed PR and AR programs, achieving consistent visibility in industry and business publications, along with recognition and coverage by key industry analysts. Frequently interviewed and quoted, with coverage including a feature on FOX News NY ▪ Supported direct sales team through training and sales tools
HighCloud Security, Mountain View, CA (acquired by HyTrust) 9/12 to 11/13 Chief Marketing Officer Responsible for strategic marketing for a cloud security software company. ▪ Placed contributed articles to drive brand awareness in USA Today, CSO, Network World, SYS-CON, and other publications, as well as secured and ghost-wrote a bi-weekly guest blog on Computerworld. ▪ Increased pipeline from zero to over 60 qualified opportunities in just 9 months through targeted lead generation activities, and increased web traffic 30%+ month to month over prior year
UNIVERSITY OF WASHINGTON Graduate Certificate, Public Relations, June 1995
UNIVERSITY OF CALIFORNIA, BERKELEY Bachelor of the Arts, Mass Communications, May 1991
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