Michael Cheek\'s Resume, Your Next Digital Marketing Executive

1. MICHAELCHEEK
mcheek@gmail.com  MichaelCheek.com  297 Hiawassee Drive, Woodstock, GA 30188  (404) 889-6755
skills accomplishments
Brand & Identity  Redesigned three major websites for less than
 Building, Positioning, Development, Awareness, Evolution, Retail Presence $500,000 and launched all within a two-month window.
The brand stands central, whether it’s the company, a product or a service. More than the logo, Consumer website with more than two million visitors per year
the brand’s direction must be guided by a deft, strong organization since today’s consumer (or MohawkFlooring.com. Tracking online conversion, ROI. Site optimized
for mobile tablets. Revolutionary new product gallery  Multi-
customer) can alter or even hijack the route. Well-experienced at the subtleties and bold moves
language, geo-located MohawkInternational.com focused on Asia,
required to further brand experience.
Europe, Caribbean, South America and Australia.  Extranet
MohawkToday.com with product and marketing communications for
Integrated Marketing retailers and corporate sales force. Modeled after Facebook.
 Digital Enhancement, Campaign Assimilation, Media Placement, Merchandising, Event Planning
Connecting all aspects in fitting approaches that boosts exponentially other efforts to maximize  Increased consumer website traffic by 76 percent
ROI. Taking traditional advertising campaign elements, linking to online and digital elements to from 2009 to 2010. Combination of microsites, social media,
create greater reach to consumers and, in turn, ability to track results. One campaign, thought search engine optimization and search engine marketing. All were
not to be successful based on traditional measurements, found to actually drive significantly strategically targeted based on goals and needs for the year,
more consumers into stores; while those shoppers did not take advantage of the offer, they did especially based on two annual sales and the product types
highlighted during the year and the companywide goals.
make other purchases within the brand, boosting the bottom line.
 Made Mohawk number one in social media among
Interactive & Digital “shelter” brands. Launched in mid-2009, Mohawk garnered the
 Web (Design, SEO, SEM, Display Advertising), Mobile Applications, Video, Audio RSS & initial followers, friends, subscribers, fans and “likes” among
Podcasts, Social Media (Facebook, Twitter, Blogs, Vlogs, etc.), QR Codes Facebook, Twitter and YouTube.  By early 2010, Mohawk had
Comprehensive approach tackling digital realm integrating into larger strategies but also taking surpassed all other shelter or home brands for quantity of
lead position with some campaigns. Facebook, YouTube and Dealer Website Service featured supporters, according to an interactive agency study.
prominently in domination strategy (first flooring manufacturer to take advantage of social
media). Current sites and future development takes advantage of mobile and tablet platform,  Invigorated an industry with the first fully integrated
especially Apple iPad, iPhone and Google Android devices. marketing campaign, putting a rhino on carpet. Created
and developed the idea, advocated on behalf and served as project
leader. Put carpet under a black rhino for 14 days and broadcast live
Strategic Planning on the web. The SmartStrand Rhino Challenge complemented the
 Market Analysis, Research, Competitive Analysis, Thought-Leadership annual fall sale and national media. Costing less than $750,000, the
Research-based but risk-taking approach to guide brand path and further organizational goals. campaign netted more than $7 million in equivalent media and
Taking the objectives and reaching consumers in simple but distinctive ways often opens new reached more than 10 million consumers.  In 2010, carpeted the
pathways to those shoppers never before mined. Understanding the constantly changing nature enclosures of six elephants, three camels and another rhino to prove
of the consumer leads some to waiting until enough gather one place before arriving rather than stain resistance and durability. Four exhibits in the Dallas Zoo were
be waiting and warmly welcoming the crowd when they appear. transformed for other flooring types as the “Human Habitat.” So
far, recorded ten-fold return with 10 million consumer impressions.
Communications & Education 2010 AWARDS: Webby, Website of Distinction  Three Gold Awards, W3
Awards: Innovative/ Experimental Marketing Campaign for Manufacturing,
 Public Relations, Corporate/Analyst, Consumer, Speaker, Presenter, Writer, Editor Consumer Goods, and Microsite  Outstanding Website, Web Marketing
Ability to take the technically complex or intensely boring and make it simple and compelling. Association's WebAward  Gold, Regional Addy Award
Comfortable one-on-one or before a large audience, in the boardroom on in a classroom.
PowerPoint or Keynote specialist, providing dynamic visuals along with exceptional audio. Taught  Created the first mobile application for the flooring
classes at annual convention/regional meetings and wrote companion course materials. industry. First flooring manufacturer with an app on Apple iTunes.
With MohawkME, take a photo of a friend and choose a mohawk
hairstyle to match. The resulting image inspires laughter and
Personnel & Project Management matches flooring for that “personality” type.
 Team-Building, Hiring, Separations, Coaching, Departmental Liaison, Needs Analysis 2010 AWARD: Silver, Mobile Application/Entertainment, W3 Awards
Demanding, forthright and compassionate, leading a team requires flexibility. Responsible for five
direct reports, multiple contractors and several outside vendors for a team of 20 to more than  Developed cost-effective digital strategy to diminish
70 people at different points with dozens of projects at once. search engine influence of national retailers. National
network of more than 300 retailer websites with analogous flooring
Budget Management content (branded for Mohawk) along with local, customized info
 P&L, ROI Forecasting, Project Coordination combined with my consumer sites. All similarly optimized. People
Thrifty and efficient, responsible for $2.1 million interactive budget encompassing development searching generic or localized terms more likely to see results
including these sites, meant to squeeze out national retailers with
and advertising. Also responsible for a $1.1 million special project budget for the Zoo Challenge.
radically superior online budgets but a singular, massive website.
(BUDGETS DO NOT INCLUDE SALARIES.)

2. MICHAELCHEEK
experience education
JANUARY 2011 to PRESENT
Independent Consultant
AMERICANUNIVERSITY
1992  WASHINGTON, DC
Providing strategic and marketing guidance to a variety of clients.
Master of Arts, Communication
MOHAWKINDUSTRIES
MARCH 2007 to DECEMBER 2010  CALHOUN, GA GEORGIASOUTHERNUNIVERSITY
1989  STATESBORO, GA
Director, Interactive Marketing
Digital marketing strategist for Residential and Commercial divisions at Fortune 500 company, Bachelor of Arts, History
responsible for more than thirty websites including consumer site MohawkFlooring.com. Part of
Marketing Department management. Educational lead for Marketing’s interactive efforts with
corporate sales force and thousands of retailers at annual national convention and regional
meetings. Launched and led Dealer Website Services, building more than 300 retailer websites.
JACKSONHEALTHCARESOLUTIONS
what people say
AUGUST 2004 to MARCH 2007  ALPHARETTA, GA
“Michael is a digital visionary.… Michael is able to lead
Creative Director … motivating cross-functional and multi-cultural teams with
Defined branding, logos and led corporate identity efforts for multiple companies under the strong communication, presentation, interpersonal and nego-
corporate umbrella. Redesigned nine websites from concept to deployment: mapped sites, tiation skills.” BRANDON HOLDERFIELD  INTERMARK GROUP
significantly improved usability, enhanced search-engine optimization, coded pages, and more.
“Michael set a new standard at Mohawk... He took our
digital footprint and expanded it.”
HUBERENGINEEREDMATERIALS ERIC RUPPERT  MOHAWK INDUSTRIES
NOVEMBER 2003 to AUGUST 2004  ATLANTA, GA
Project Manager, Acting Webmaster “Most people are good at either executing or creating.
Michael refutes this theory, as he is excellent at both.”
Planned content management system purchase and deployment. Redesigned intranet, updated
PETER GOLDBERGER  PERFORMANCE PLUS
internet site, trained internal content managers.
“Michael's greatest strength is generating unique,
EDGEINNOVATIVE multi-purpose ideas that live both in and out of the
digital platform.” LINDSEY WALDREP  MOHAWK INDUSTRIES
OCTOBER 2002 to APRIL 2004  GAITHERSBURG, MD
Chief Creative Officer “Michael comes at the world of marketing with two unique
Provided small-business clients with creative services designs including corporate identity, skills: strategic thinking and creativity. Both critical to
website development, marketing support and more. success, they typically don't reside in the same person. Yet
Michael excels in both.” JAKE McKENZIE  INTERMARK GROUP
IDEFENSE “My time working with Michael was marked by innovation….
OCTOBER 2000 to OCTOBER 2002  CHANTILLY, VA His focus centered on creating forward-thinking, web-
Director of Communication based, and physical marketing strategies to create
tangible benefits.” CHIP WADE  HGTV ON-AIR PERSONALITY
Provided effective, measurable increase in public exposure for cyber security firm; wrote and
edited daily reports, long-term research papers, marketing collateral and press releases.
“Michael took the time to understand my business and help
me…[maintain my] business’ website.… Michael’s positive
GOVERNMENTCOMPUTERNEWS influence on McCool's Flooring will last well into the future
due to his encouragement and training on how important
MAY 1995 to OCTOBER 2000  WASHINGTON, DC
technology is to my business. Michael makes every
Senior Editor, Lab Director person he works with better.”
Managed reviews lab; conducted, wrote and edited a wide variety of software and hardware DOUG McCOOL  McCOOL’S FLOORING
products for publication; assisted in marketing and promotional efforts.