1. M I C H A E L D E S R O C H E S
203-­‐824-­‐4282
conceptualimaging@mac.com
Hartford, Connecticut
www.linkedin.com/in/michaeldesroches
www.michaeldesrochesonline.com
D I R E C T O R O F C R E A T I V E S E R V I C E S
BRANDING & IDENTITY | MARKETING COMMUNICATIONS | CORPORATE & PRODUCT
POSITIONING
Discovery-­‐focused strategist with a 15+year background sparking meaningful connections between brands and
customers to achieve business goals. Influential storyteller, able to engage all levels of clients, business partners, and
senior leadership; equally comfortable shaping messages and pitching new ideas. Thinker, maker, and mentor, talented
at inspiring a culture of excellence that drives creatives toward original concepts and their best work.
S I G N A T U R E S T R E N G T H S
− Relationship Building
− Lead / Revenue Generation
− Talent Management & Recruiting
− Print & Digital Media
− Customer Loyalty
− Presentations
− Content Strategy
− Visual Design
− Copywriting
C A R E E R P R O G R E S S I O N
CAREER NOTE: Currently consulting in the areas advertising, communications, branding, and design.
Director of Creative Services, Corporate Marketing | 2013-­‐2015
Cathedral Corporation, Rome, NY
Established a creative services department to fulfill expanding needs for newly acquired clients in the higher education,
nonprofit, and financial sectors. Supported overall marketing and communications for brand awareness during acquisition of
Cunneen Company, StudentSource, and AXIS Data Solutions. Managed annual budget and delivered leadership for sales and
marketing departments. Balanced and differentiated multiple sub-­‐brands, developing brand architecture, marketing
programs, and sales collateral to improve performance across verticals.
− Avoided significant labor costs while growing department by building a virtual team of freelance writers, designers,
animators, and marketing partners to meet evolving client and corporate marketing needs
− Launched a StudentSource marketing program to strengthen reach in Higher Education market; initial campaign
delivered 32 leads / $17,000 in sales; Veterans Bulletin campaign attracted 110 leads / an estimated $70,000
− Nurtured relationship Buffalo State University by creating a Thank You video for the organization, introducing motion
design and video to Cathedral’s service offerings; client requested additional work in this area
− Created all “church” vertical collateral and marketing programs for ParishPay eGiving partnership under tight deadline;
holistic “suite of stewardship solutions” was released at the International Catholic Stewardship conference
Director of Creative Services | 2010-­‐2013
Cunneen Company, Hamden, CT
Reinvigorated the brand, identity design, and positioning of a national company in the Catholic fundraising and
communications marketplace, serving Catholic parishes and Dioceses nationwide. Developed collateral and website to
promote product offerings across four segments. Introduced solutions in marketing and a national direct mail program while
operating under a lean budget.
− Attracted 3-­‐4 new offertory clients and a Dioceses campaign with “Good Shepherds” campaign, a VIP program
− Opened doors in the areas of fundraising solutions via a new Community Engagement offering that created a dialogue
between sales team and parishes on Offertory Enhancement and Capital Campaigns

2. M I C H A E L D E S R O C H E S
C A R E E R P R O G R E S S I O N P A G E 2
Director of Marketing & Creative Services | 2010-­‐2013
AlphaGraphics New Haven, Hamden, CT
Leveraged experience to extend company from a traditional print and mail company, to a full-­‐service design and marketing
agency with the capacity to serve small-­‐ and mid-­‐sized businesses. Managed internal direct mail and sales marketing
programs, and executed all high-­‐level design, messaging, and branding efforts for organizations in New Haven and
surrounding area markets.
− Developed new business and revenue by launching the sub-­‐brand “Team Eng(AG)e,” as well as sales package that
received an immediate response from roughly 10 local brands
− Increased brand awareness and follower conversations across social media with program and a Chamber of Commerce
event attended by 100+ local business people (2012)
Adjunct Professor / Course Developer | January 2009 – May 2011
Southern Connecticut State University, New Haven, CT
Taught “Fundamentals of Communication Design” and “Corporate and Product Information Design” as part of an
undergraduate advertising and promotions program.
Consultant & Owner |2007-­‐2010
Michael Desroches Marketing & Communication Design, Newington, CT
Provided consultation including graphic and motion design, branding and positioning, and copywriting for both print and
electronic marketing communication. Notable clients included:
− Fortune Builders, Inc.: books, audio programs, packaging, direct mail, web, and ad solutions
− iSend: display, marketing collateral, and web graphics for corporate point of sale programs
− Turning Point Extended Care: identity / positions for branding and marketing communications
− CTQ Solutions: branding and marketing for tradeshow, advertising, email, web and motion display
Senior Marketing Manager / Marketing Communications Manager | 2003-­‐2006
CheckFreePay, Wallingford, CT
Directed a large-­‐scale rebranding effort for a new point of sale program and related tools in 12,000 retail locations.
Coordinated efforts with senior executives and across internal sales, marketing, legal, and distribution departments.
Developed corporate communication plan and led training initiative to ensure project success.
− Increased revenues with a monthly agent mailing; 40% of existing agents upgraded their product mix
− Generated a consistent monthly increase in bill payments and card purchases as a result of improved brand awareness
and retailer acceptance
− Cut startup kit cost per agent in half by implementing a process for training material ordering
− Received 2005 CheckFreePay Re-­‐Branding Leadership Award
Art Director/ Designer / Marketing Administrator |1999-­‐2003
HealthIS/Source Medical, Wallingford, CT
Gained experience leading an ad agency, reporting directly to marketing director and collaborating with executive leaders in
IT, Product, Sales, and Legal. Managed $1.8M budget for projects including advertising, sales tools, electronic media, direct
mail programs, icon design, user meetings, and tradeshows. Established a corporate standards policy and procedures
implemented throughout the entire organization.
− Developed a direct mail campaign for 30+ tradeshows annually, reaching 75,000 attendees; creative strategy and
materials promoting a 2001 Hawaiian trip giveaway incurred a 25% response rate
− Shaped identity and design for National Client User Meetings; 2002 Las Vegas meeting was extended to accommodate
an unanticipated increase in attendance

3. E D U C A T I O N & C R E D E N T I A L S
Master of Science, Interactive Media (In progress)
Quinnipiac University, Hamden, CT
Bachelor of Science, Corporate Communications
Southern Connecticut State University, New Haven, CT