Michelle Barnauskas
Marketing & Project Management Leader
I untangle cross-functional chaos and turn it into structured, scalable solutions by blending marketing expertise, operational clarity, and compliance savvy to drive lasting impact in complex business environments.
Work referenced here is but a small sampling of recent experience.
Integrated Marketing | Strategic Planning | Cross-functional Leadership | Trade Show Management | Sales Enablement | Lifecycle Campaigns | KOL Engagement | Project Management | Regulatory Compliance | Content & Collateral Development | Budget Management | Product Development | Data Analysis | SOP & MLR Workflows
Marketing Management
From concept to execution.
Challenge 1: High-value prospects demanded “social proof,” but references at key accounts were hard to reach.
- Actions: Identified KOLs and engaged with them to collect stories and testimonials for promotional materials. Ensured proper written approvals and regulatory reviews.
- Results: These case studies became the most-downloaded assets on the website, inbound inquiries specifically mentioned testimonials found throughout the site and on literature, interest surged when specialty areas were promoted.
Challenge 2: Three‑month multi‑channel relaunch of two flagship devices: a patient positioning device (OR nurse target) and surgical table protector (biomedical tech target).
Actions:
- Created cohesive visual and messaging framework across email, LinkedIn, print ads, display, direct mail, and events.
- Segmented CRM contacts by job title and facility type, deployed LinkedIn audience segments, negotiated trade‑publication discounts, scheduled placements, tracked performance, recommended refinements for future campaigns.
Tools & touchpoints: CRM email (by title), LinkedIn ads (two targeted audiences), trade magazine ads, digital ads, paid email via industry publishers, direct mail (by facility type).
Results:
- Direct Mail: 4,233% ROAS
- Print Ads: 311-971% ROAS
- Paid Email (via pubs): 228-423% ROAS
- LinkedIn Ads (low-budget tests): 28% ROAS
Project Management
Making the complex manageable.
Challenge 1: Projects spanning product design, SharePoint build, QMS updates, clinical study rollout, headquarters relocation, and UDI compliance lacked direction.
- Action: Gathered stakeholder requirements, estimated tasks, built step‑by‑step Gantt charts and timelines, ran kickoff alignment sessions, monitored progress to meet deadlines, reported statuses, and managed deliverables.
- Results: Established shared expectation windows, unified cross-functional collaboration, secured commitments to endorsed timelines, and ensured timely project completions.
Challenge 2: Project intake lacked formal approval, so tasks were deprioritized or resource‑starved and projects often cancelled after significant investment.
- Action: Introduced a formal Project Charter template outlining goals, scope, risks, team roles, and milestones.
- Results: Improved clarity in prioritization, better resource allocation, and faster sponsor alignment across initiatives like med device labelling, supply chain investigations, sales and distribution initiatives, KOL solicitation, innovation contests, and product launches.
Taking the Initiative
You don’t need permission to grow.
Actions:
- Launched this website in under 48 hours using Copilot and ChatGPT to identify affordable, scalable solutions.
- Moved from Wix to Hostinger + WordPress + Elementor for future flexibility and code control.
- Located and edited visual examples from past projects; redacted sensitive info; created carousel-ready graphics.
- Wrote results-driven mini case studies to contextualize each example.
Results: A live, evolving site that reflects capability and adaptability.
Challenge 2: AI is reshaping how professionals work. Despite company restrictions on AI use, I recognized the need to build fluency sooner than later.
Actions:
- Subscribed to trusted AI newsletters: The Rundown AI, Mindstream, The AI Report, M(AI)VENS, Indie Hackers, Superhuman, Section.
- Completed focused trainings: Outskill’s 3-day AI Mastermind, Mindvalley 3-day AI Summit, Section’s AI Proficiency Workshop, Exit Five B2B Content & AI, AMA’s Ethics in AI Marketing, Section’s AI Strategy Summit.
- Hands-on experimentation with: ChatGPT, Copilot, Perplexity, NotebookLM, SaaS-native AI tools.
Use Cases:
- Drafting, editing, and refining copy.
- Researching competitors and identifying market opportunities.
- Outlining and summarizing long-form content.
- Writing and debugging HTML/CSS.
- Creating infographics and visuals.
- Exploring agentic workflows and custom automations.
Challenge 3: LinkedIn’s limitations make it difficult to track conversations, follow-ups, or news about key contacts.
Actions:
- Exported full LinkedIn data set.
- Built a relational database in Airtable to categorize contacts with their interests and experiences.
- Preparing integration with HubSpot CRM to manage interactions and for long-term relationship-building.
- Future plans include automated news alerts and follow-up reminders based on shared interests or timing.
Results: A personalized, scalable relationship management system built to cut through the noise.
Strategic Endeavors
Turning concepts into traction.
Challenge: Bringing new products, services, and small business ideas to life across industries requires strategy that’s grounded, adaptable, and resource-aware. These initiatives often start with unclear requirements, limited funding, or little infrastructure.
Actions:
- Developed go-to-market (GTM) strategies for early-stage product concepts, businesses, and trade show engagement.
- Designed portfolio presentations and booth workflows for national medical conference exhibiting.
- Built brand presence and sampling experience for small business launch at a regional event.
- Drafted funding-ready business plans for retail, industrial repair, and community ventures.
- Supported a multi-generational farm with entertainment and agritourism program development.
- Conducted community and market research for an arts and cultural nonprofit.
- Launched a part-time consulting business offering marketing and operational support to local entrepreneurs.
- [Additional projects: Coming Soon]
Results:
- Bank-approved business plan for a convenience store purchase and operational turnaround.
65+ small business clients served through part-time consulting practice. - Effective trade show lead quality and post-show nurturing process, reduced conversion cycle by 60%+.
- Expanded farm offerings to include seasonal events, educational activities, and direct-to-consumer sales.
- [Additional outcomes: TBD / Coming Soon]