About VAM

Vital Assets Marketing is the professional visage of Michelle Massa, who brings over 15 years of varied marketing, communications and business development experience to her clients, primarily in the B2B arena. Past roles include Senior Research Analyst at a global Omnicom agency, working with both internet start-ups and global brands such as MasterCard, Fidelity and IBM Global Services to identify new market opportunities and measure PR performance.

Sporting an entrepreneurial spirit, Michelle drove marketing efforts at two internet start-ups, one of which was purchased by Ariba Software in 2000.

International experience includes developing a profitable U.S. distribution network for UK-based manufacturer of organic and traditional personal care materials, Stephenson Personal Care. More recently, she's developed deep industry expertise in the higher education sector through her long-term marketing contract work with Tuck Executive Education at Dartmouth and more recently, Emeritus Institute of Management. As a flexible strategic resource for Tuck, Michelle's contributions included:

  • Creating and executing integrated marketing plans for several new executive programs, including the Digital Excellence Program for Minority Entrepreneurs, in collaboration with Google; also marketing for programs in India, Singapore and virtual learning environments.

  • Creating a sales-support program called "Nurture the Network" for fostering deeper relationships with program alumni.

  • Facilitating a re-branding of Executive Education, developing communication themes based on key brand dimensions, and project-managing a major website redesign. Organic traffic increased over 250% since implementing the new website and SEO strategy.

  • In-depth competitive assessment of the Advanced Management Program (AMP) market to help guide development and optimal positioning for Tuck's flagship program, the Tuck Executive Program.

Visit the Portfolio page for more examples of Michelle's projects and clients.

Michelle is certified on Hubspot Inbound Marketing techniques, including multi-channel social publishing and content development, email marketing, Search Engine Optimization (SEO), and high-conversion landing page techniques. She has experience with the following platforms: Hootsuite, Moz Pro (SEO), Google Analytics, Adwords and all LinkedIn advertising products.

Michelle holds a Bachelor of Arts in Economics from Stonehill College and a Master of Science in Global Marketing from Katholeike Universiteit Leuven in Belgium.