Michelle Haynes
Chief Marketing Officer
Fractional Chief Marketing Officer specializing in strategic growth & digital transformation
Summary
Michelle Haynes is a Fractional Chief Marketing Officer with expertise in strategic growth and digital transformation. She has a track record of delivering significant revenue growth and cost optimization for mid-sized manufacturing and technology companies. Michelle has led comprehensive business transformations, implemented digital strategies, and built high-performing global marketing teams. Her achievements include increasing lead generation, website traffic, and revenue growth through digital initiatives. Michelle has a strong background in marketing, communications, and team leadership, with a focus on business strategy, operational efficiency, and customer experience optimization.
Experience
TOMRA Food
VP, Head of Global Marketing & Communications (2022 - 2024)
Led the transformation of the global marketing function, achieving cost reduction, increased lead generation, and improved conversion rates globally. Managed crisis communications during a cyber attack and restructure, and optimized global trade show strategies and marketing technology platforms.
FRAMECAD Ltd
Chief Marketing Officer/GM Global Marketing (2019 - 2022)
Managed the marketing transformation in a B2B technology company, delivering growth in website traffic, conversion rates, and revenue through digital initiatives. Transitioned to digital lead generation during the global pandemic and supervised complex martech stack and marketing budget.
Fairview Group Ltd
NZ Group Marketing Manager (2013 - 2018)
Established and led the marketing function, driving strategic organizational transformation, integrating company cultures, rebranding initiatives, and digital platform launches. Enhanced industry recognition through marketing-led culture.
GN ReSound NZ Ltd
NZ Sales & Marketing Manager (2007 - 2012)
Led the market transformation from #3 to #1 position, achieving market share growth and maintaining the top position. Contributed to global marketing strategies and managed B2B/B2C channels across public and private sectors.