About Michael Hackmer

Skills and Past Experience

Michael Hackmer

Michael J. Hackmer

About Michael Hackmer

This page contains a background and summary of my skills, and some of my professional work experience and recommendations.

Overview

Entrepreneur and marketing professional with over 15 years of experience in B2B, B2C and B2G marketing.

I help companies by working with them to:

  • Create and harness ideas and bring them to life with strategies and tactics
  • Identify and understand their audiences
  • Optimize their websites and content strategies
  • Produce compelling content
  • Create successful lead generation programs and
  • Better engage with people through traditional and social media

In addition to consulting work I provide through Hackmer.com, I also oversee a marketing agency called Social Web Tactics (www.socialwebtactics.com) and a company dedicated to helping businesses with webinars, virtual conferences and online classes called Your Webinar Experts (www.yourwebinarexperts.com).

Over the years, I have worked with start-ups, SMBs and Fortune 500 companies and helped build successful marketing and sales programs reaching audiences in the US, Latin America, Middle East, and other places in the world.

Marketing Specialties

  • Idea Development and Strategy
  • Audience Identification
  • Customer Persona Development
  • Web Design and User Experience
  • Content and Website Optimization
  • Content Creation and Content Marketing
  • Marketing Automation
  • Email Marketing
  • Paid Media / Advertising
  • Business Development / Lead Generation / Webinars
  • Social Media Strategy and Execution

Quick Details

  • ENTP
  • Husband to Carolina Catherine Garcia Gonzales
  • Father of 2 daughters
  • Loves running, swimming, trains and model trains, Pink Floyd and traveling to South America

What Drives Me

First and foremost, supporting my family. I'm always thinking about what I need to be doing to provide for my wife and daughters, and if the professional relationships I am building, and the work I am doing, will benefit them.

The second thing that drives me is the chance to create things, and deliver work that gets people excited and achieves goals. The size and scope is not the issue, because even an article, a website, or an email can turn heads, provide important information, and help people. I enjoy mapping out a campaign from start to finish, and then getting the work done to see it over the finish line.

Summary Profile and Qualifications

Here is a summary of my professional background and key skills and qualifications for work. You can download a Word or PDF version of my resume. I also encourage you to reach out and connect with me on LinkedIn.

  • 15 years of experience in marketing, sales, public relations and government relations with a background in a wide range of industries including: B2G / government contracting, broadcast media, new media, technology (software and SaaS), manufacturing, food, retail, higher education, K-12 education. Experience includes both private and public sector markets, US and International markets, corporations and non-profits.
  • Digital marketer specializing in identifying customer audiences, integrated content marketing, copy writing, search engine optimization, editing, creating video storyboards, social media and online community management. Experience in growing organic search results, increasing on-site engagement, producing leads and generating new online revenue opportunities.
  • Superior project management and planning skills; ability to juggle multiple projects.
  • Proven ability in managing product marketing campaigns and working with product teams on features / functionality, technical requirements, and product roadmap development as well as pre-sales and customer engagement.

Marketing Consulting Work

Founder and Chief Digital Marketing Strategist
Social Web Tactics (www.socialwebtactics.com), (3/2013 to Present)

  • Completed video for client’s USCIS contract submission that outlined how to migrate legacy CIS infrastructure to a microservices environment, leveraging client’s past performance with PRIME and FBI.
  • Oversee development and implementation of SEO, Social Media and broader Digital Marketing strategies and tactics for B2B, B2G and B2C clients, including but not limited to full scale SEO and social media audits, website usability and content marketing, copy writing and video script / storyboards.
  • Create and manage content marketing, e-mail, SEO and social media campaigns for companies including: Calvert Education, K12, ISO Group (military parts supplier), Leidos, INSIGHT Into Diversity, and more.
  • Implement CRM and marketing automation solutions for clients, including e-mail management, analytics, and reporting, as well as mapping data fields to third-party systems. Solutions reviewed and assisted included: SharpSpring, HubSpot, IBM (Silverpop), Salesforce CRM and Marketing Cloud.
  • Oversee implementation of website, user experience / UX, and CMS modifications to be more customer-centric: Ruby on Rails, Wordpress, Drupal, and Adobe Experience Manager (AEM).
  • Create, implement, and manage B2B and B2C webinar programs for companies. Currently completing a project for a consumer-facing webinar event series.
  • Review and analyze customer data and sales data to improve digital strategy for B2B and B2C companies and non-profits.
  • Reviewed and analyzed e-mail campaign data and Google Analytics data across over 100 sites / locations, data on customer behavior, and use of automated messaging and integration of third-party data. Created new templates (responsive – HTML w/ CSS edits), customer messaging, and internal processes, as well as a data model to better determine engagement.
  • Manage website and technical projects, and teams, using Github, Asana, Slack, JIRA, and other platforms.

Past Jobs

Senior Content Strategist, Global Public Sector / Government Marketing (18 Month Contract w/ Extensions)

Adobe, McLean, VA (4/2019 to 7/2021)

Responsible for delivering audience-centric content journeys for Adobe's Enterprise Digital Experience business unit in the areas of: Public Sector, Travel & Hospitality and Media & Entertainment.

Key responsibilities:

  • Collaborate, create, and manage global public sector content strategy for Adobe’s Enterprise DX (Digital Experience) Solutions team, which includes: Adobe Experience Manager / Experience Cloud, Adobe Analytics, Adobe Digital Asset Manager, Adobe Campaign solutions and other DX and DMe offerings.
  • Serve as both a content strategist and public sector subject matter expert responsible for authoring content including, but not limited to: eBooks, blog posts, event session descriptions, speeches, email and social media.

SEO and Content Optimization Manager

Strayer University, Herndon, VA (3/2012 to 3/2013)

  • SEO: Oversaw strategy and implementation including development of site optimization and link building efforts, supervised SEO vendors in the western U.S. and India, and personally conducted detailed on-site optimization of roughly 1,000 web pages of a new corporate website.
  • Increased YOY organic traffic by over 30% and implemented strategies that led to a 68% increase in unique visitors and a reduction in bounce rate.
  • Created analytics reports in Google Analytics, Omniture, Cognos and Sparkroom to track performance of SEO, PPC, and other marketing campaigns - both to the website and through social channel referrals. Reported weekly, monthly and quarterly on data and made YOY comparisons to student interest (based on RFI and other sources) as well as sales (student enrollment).
  • Conceived and managed the development of the Strayer Buzz Blog, including functional and technical requirements and uploading of content into the CMS.
  • Recommended and implement website / user experience / UX changes with web development team, and provided copy writing for content and marketing campaigns, as well as storyboard editing and video scripting

Digital and Integrated Content Marketing: Senior Online Community Manager

GovWin.com (Deltek Information Solutions), Herndon, VA (8/2010 to 3/2012)

  • Created integrated content campaigns to reach Fortune 500 prime government contractors as well as subcontractors and aspiring B2G companies. Content campaigns helped to grow network from 9,000 to 30,000 government contractor members in less than 9 months.
  • SEO: Increased GovWin.com Google rankings and number of first page rankings, frequently optimizing pages to outperform US government websites with similar information.
  • Developed and rolled-out GovWin's first B2B / B2G Virtual Roundtable series designed to bring executives and subject-matter experts from Fortune 500 companies (HP, Lockheed Martin, etc) and other leading government contractors together to discuss key issues, which has generated:
  • Over 4,000 unique page views and 10,000 minutes on the site in less than 4 months.
  • Targeted 200 to 300 registrations per event and exceeded goals by 35%
  • Devised and implemented multi-phased social media strategy designed to connect with businesses and increase on-site engagement and expand thought-leadership, which has included:
  • Expanding Twitter outreach - effectively growing Twitter followers by 189% in less than 6 months.
  • Creating YouTube and Livestream content strategy - GovWin Livestream channel has generated over 108,000 viewer minutes and over 4,700 video streams.
  • Identifying and connecting with key influencers in government contracting and related issue experts to help expand GovWin brand identity and generate additional viral marketing of content, events and services.

Social Media and Digital Marketing Manager

BIA/Kelsey, Chantilly, VA (12/2006 to 8/2010)

  • Developed and launched 4 corporate B2B focused blogs around key company offerings in traditional media, local media, global yellow pages and mobile, which doubled unique views to BIA/Kelsey content.
  • Implemented Web Analytics program for 7 web corporate web properties using multiple providers; used metrics to identify top landing pages; improved design of high-traffic pages to enhance user experience.
  • Implemented initial SEO and SEM strategies on various web properties, and SEM campaigns for ActiveAccess desktop application, ParentPower community and select offerings resulting in increased website traffic.
  • Supervised blog index development and database integration with B2C community website and blog.
  • Maintained application content, and updated index database and website for B2C community.
  • Instituted social media strategy to connect with B2B audience that included: creating multiple Twitter accounts to reach specific corporate audiences, expanding blogs to represent core corporate divisions with a phased-approach of building content and blogger relationships, social bookmarking, LinkedIn strategies for business development (added over 400 new members in 6 months to LinkedIn group), and other steps to help grow online presence and engage prospects and current clients.
  • Managed B2B Webinar program, including messaging and presentation content for events that reach corporations as well as state / local government, first responders, hospitals and colleges / universities. These Webinars reached between 300 and 600 decision-makers and produced 10 to 30 qualified leads per event with qualified sales opportunities ranging from $10,000 to $50,000 per opportunity.

Marketing Communications Manager

VitalSpring Technologies, Inc., Tysons Corner, VA (2/2006 to 12/2006)

  • Worked with product development team, and managed all components of corporate sales tool kit for multi-billion dollar inter-enterprise software company, including content for brochure, datasheet, FAQs and web content, as well as built a stand-alone product website for demonstrations and C-Level messaging.
  • Led planning and coordinated all logistics for VitalSpring’s participation in SAP’s SAPPHIRE trade show, including but not limited to: development of product demo, marketing collateral, product presentation, all on-site logistics, travel, and coordination with SAP HCM team.
  • Developed Webinar program to Human Resources and Financial professionals, including content, emails (HTML and Text), and managed leads in Salesforce CRM.
  • Developed and executed e-mail campaigns to audiences that included C-Level executives, VPs and directors in Fortune 500 and 1000 companies, including Discovery Communications, McDonalds, Raytheon and more.
  • Coordinated with sales teams on lead generation activities so marketing efforts coincided with driving opportunities through the sales pipeline.
  • Provided content and copy writing for marketing and sales campaigns.

Marketing and Project Manager

Computer Marketing Associates, Tysons Corner, VA (5/2004 to 2/2006)

  • Developed continuing go-to-market plans for Hewlett Packard's Federal / Public Sector marketing programs centering on COOP, Identity Management, and "Think Again" Server campaign versus IBM and SUN.
  • Worked with client on creating and implementing a strategic competitive marketing plan for server, processor and database migration in the federal government space.
  • Managed Webinar program, including messaging and presentation content for events that targeted Federal agencies such as DISA, DoD, and FEMA, as well as specific roles within government (ie, security, COOP, etc). Also planned Webinars and managed list acquisition for events geared towards other public sector organizations. Webinars averaged 30 qualified leads per event and 150 to 250 attendees.

What People Say About Michael Hackmer

Below are some recommendations from people I have worked with over the years.

Michael is very knowledgeable and was always a key member of the team on our projects. He is a consumate professional. I could always trust Michael to come to our meetings prepared with solid strategic information that would help us move the needle forward. I was consistently impressed by the fact that Michael always took my unplanned calls, many times when he had already left the office for the day. Michael has a stellar knowledge of SEO and all content marketing tactics. Any firm that hires Michael will be lucky to have him on their team. I truly hope that we are able to work together again in the future.

Mike is a multi-talented marketing professional who tackles all assignments with a thorough attention to detail. He embraces social media for customer engagement and business development, and creates successful webinar programs that result in lead generation and revenue. He also encourages collaboration between departments. Our marketing team wears many hats so the job requires a solid work ethic, good time management skills, and a “can-do” attitude. Mike possesses all of these skills and more. He is creative and a pleasure to work with.

I have the privilege of working with Mike at BIA. Mike is a marketing professional whose innovative ideas translate into tangible results. He is truly someone who goes the extra mile, thinks outside the box and continually tries to better the organization he is working for. These characteristics are not commonplace and make him a tremendous asset. He understands the value of good communications, We can always count on Mike to introduce creative ideas, clearly articulate complex concepts, challenge conventional thinking, and be team-oriented. Mike is an individual with high integrity and unquestionable ethics

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