Michelle Middleton

Background

About Michelle Middleton

As a strategic marketing and communications leader, with a passion for doing great work on a great team, I take great care to build inclusive, collaborative teams and results-driven teams who are all rowing together in the same direction. The analogy of competitive rowing parallels my approach to leading high performing teams and I play the role of both coach (strategist on the shore) and coxswain (hands-on leader in the boat). Similar to a coach, I assess the strengths of each individual member of my team, and align each to roles that maximize their strengths and passions, while positioning the team for success. Culture is built with development and training and fun! When we have the right strengths in each seat, we evaluate competitors and plan. The race plan in my world is marketing strategy, built on a clear point of differentiation that solves a specific problem for our prospect customer. I am known for influencing teams to think from the prospect’s perspective, and define strategy based on what they think, feel or do. Action plans clearly map how we’ll engage the right audience, with the right message, at the right time, to move them forward on their decision journey - and to monitor progress towards key outcomes. Just as a race plan is shared with the coxswain, who motivates each rower to perform their best during the race, I share strategic frameworks with key partners whose support we need. Their feedback shapes a "co-created” go-to-market strategy, builds trust, spans silos and influences aligned execution. With the right team, and the right strategy, we execute. If I’ve been successful bringing out the best from each rower, then little steering is required during the race. As the eyes and ears for my crew, I help navigate or course correct, ensuring the boat goes as fast as possible according to plan. With my team rowing in harmony, we drive over the finish line - and celebrate when we win!