MHMichael Hughes

Past work

What I used to do for other people.

A mix of product, marketing and operations across e-commerce and CPG brands. Pick a lens to highlight that slice of each role. For what I'm building now, see web work.

Highlight:
  • Product
    Salesforce and Wordpress - creating sales and marketing integration and reporting pipelines with outsourced dev resources sprinkled in with a little of my own HTML, CSS and JS.
  • Marketing
    Mostly B2B e-mail management (Salesforce/Pardot/Hubspot) - Led segmentation efforts across 10+ year-old list for targeted engagement. Highly effective. E-mail team drove ~10% of sales.
  • Ops
    A little bit of everything. Event management, sales trainings, report processing. Whatever needed to get done.
  • Product
    Shopify and Wordpress - a brand-focused design project with age-gating, email capture, store finder data display, and social publishing integration. Lightly customized e-commerce tools for brand engagement and back-of-house inventory management for sales.
  • Marketing
    Email (mailchimp) drip program strategy with design/copy development. Light HTML/CSS/graphic design here, with contract help. Executed an experimental Instagram influencer campaign to assess brand resonance across different consumer groups.
  • Ops
    Trade marketing/sales support through event execution, trade promo item ideation and procurement.
  • Product
    Spree (Ruby e-commerce) and Wordpress - I managed the build out of a US + International e-commerce platform in an emerging, highly regulated CPG category. Best-in-class age-verification process, sophisticated analytics integrations (Mixpanel, GA, Tableau). Very proud of what we built. Archived here.
  • Marketing
    Marketo for e-mail (difficult platform choice, but we made it work). We used what seems like every display platform that would have us too. The category was locked out of Google and Facebook ad networks, so we had to get creative. Focused a lot on affiliate networks and organic SEO efforts as well.
  • Ops
    I helped with experiential event management early on (Coachella and the Super Bowl were highlights). I also helped as ad-hoc team support on user research, influencer outreach, social media contests, and whatever else the team needed an extra pair of eyes or hands for.