Michelle Houston, Senior Vice President of Marketing Strategy, is an integrative marketing executive with a 20+ year proven track record. She delivers results and quickly adapts to new challenges with the initiative to identify and seize opportunities. Her proven ability to set strategic planning and execution in an ever-changing marketing environment will lead companies to deliver significant results. Working with companies from large to small, Michelle is focused on developing and integrating cross channel marketing plans that maximize revenue while meeting budgeted ROI goals. Her on-hands experience with digital marketing programs combined with in-depth catalog marketing experience makes her a valuable resource within any organization.
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My Blog Posts
What Happened This Year?!
At the height of the “shutdown” that began in late February, retailers were very unsure how COVID-19 would impact their business, their employees’ lives as well as their personal lives. Many brands reduced print, cut expensive marketing programs, and went to remote working almost immediately. There is no overstating the overwhelming effects of the COVID-19 Read More What Happened This Year?!
Let the Results Do the Talking
Last week I wrote an article about why Contribution Per Order (CPO) should be the critical revenue metric that businesses use rather than Return On Ad Spend (ROAS). As a reminder, while ROAS is an efficient measuring metric, it cannot assign health to a channel, making it a relatively useless tool. In contrast to ROAS, Read More Let the Results Do the Talking
Why ROAS is Not a Useful Metric
More often than not, we engage with seasoned ecommerce professionals tasked with running print programs while simultaneously holding some measure of responsibility for Profit & Loss statements. And as such, they tend to look at performance metrics with a ROAS (Return on Ad Spend) lens instead of a more critical metric – Contribution Per Order Read More Why ROAS is Not a Useful Metric
COVID-19: Lessons Learned from the Front Lines
The economy expands and contracts in response to thousands of independent variables – one such variable, the COVID-19 coronavirus, is just the latest in a long list of examples. Still, periods of economic and social instability can be a scary time. In the interest of recalling lessons from past periods of uncertainty and helping brands Read More COVID-19: Lessons Learned from the Front Lines