Michelle Nielsen

About

Michelle Nielsen is a brand strategist and executive-level marketing leader who creates clarity and focus for brands in transition. As a fractional and interim executive with more than 20 years of experience across dozens of industries — from consumer products and lifestyle to B2B — she steps in where businesses need senior marketing leadership, ensuring every brand is built with purpose and connects meaningfully with its intended audience. Michelle immerses herself in her clients' businesses to develop comprehensive brand strategies, from consumer insights and competitive analysis to sales strategy, marketing campaigns, and new product development. Her approach is consumer-first and fully integrated: she has led international research projects to uncover deep audience insights, then translated those findings into actionable strategies and compelling campaigns. Her work guides culture, operations, aesthetics, and customer experience — defining an ethos that gives teams the tools to bring brands to life while streamlining decision-making. Recent engagements show that range in action: growing pH-D Feminine Health into a national consumer brand in major retail chains, with campaigns spanning Times Square billboards, national TV, social media, and experiential events; developing annual brand plans and tactics for Schreiber Foods; guiding WMT Digital through multiple acquisitions— aligning products, brand, and messaging for a relaunch across web and sales design; and helping build Cooper Cheese into a consumer brand that tripled sales. A hands-on leader, Michelle builds and manages both in-house and agency teams, overseeing everything from strategic planning through execution — developing competitive positioning, identifying trends, crafting creative briefs, and managing full-funnel campaign delivery. She excels as an interim leader during periods of transition, bridging leadership gaps while keeping brands and teams moving forward. Her career has included some remarkable experiences: working in the "fishbowl" at CBS Evening News with Dan Rather, learning the secret recipe behind Nickelodeon slime, designing 32 Herald Square windows for Macy's largest product launch ever, and traveling the world to uncover universal truths about motherhood. Beyond her client work, Michelle is a dedicated board leader for nonprofits focused on education, youth athletics, and the power of sport to shape character and development. She lends her brand and marketing expertise to shape strategy and run efficient operations, and has raised multiple six figures on behalf of nonprofit education.