Data · MarTech · AI Engineering
I'm Michelle Bassett. For over a decade I've worked where marketing meets infrastructure, building tag management architectures, predictive models, and now AI-powered content systems that turn data into revenue.
About me
My career has never fit neatly in one box, and that's the point. I started in digital marketing, went deep into data science and analytics engineering, and today I build AI-powered content systems at Macmillan Learning: structured content models, prompt-refined AI tooling, and enablement systems that help marketing teams scale without losing their voice.
Along the way I've led analytics transformation at RentPath, managed a $2.8M campaign portfolio at YP, and consulted independently on everything from reinforcement learning personalization engines to nonprofit campaigns that measurably grew screenings and attendance.
The through-line: I speak both "data" and "human." I build the technical infrastructure, then translate it into strategy that executives act on.
Building AI-powered content systems for experiential marketing, connecting content strategy, AI tooling, technical infrastructure, and analytics so storytelling scales with authenticity. Prompt engineering, structured content models, AI-driven dashboards, and cross-functional AI training.
What it's like to work with me
As a teammate, I'm all about collaboration and keeping things down-to-earth. Here's the honest picture: strengths and the stuff I'm still working on.
I approach problems with both logic and imagination, blending data with outside-the-box thinking to find smart, effective solutions.
I speak both "data" and "human," bridging gaps between technical and non-technical teams so everyone stays aligned.
I love picking up new tools, systems, and concepts, and I tend to learn them fast. Change doesn't throw me; it energizes me.
Great work happens through collaboration. I'm all in on supporting the team and sharing success.
I'm resourceful with my tools, whether it's Gen AI, Stack Overflow, or whatever else gets the job done. It's not always polished, but it works.
I get excited about ideas and have a habit of saying "yes" to everything. I'm learning to pace myself and set clear boundaries.
When something fascinates me, I go all in, sometimes too far. I'm working on balancing curiosity with deadlines.
Discipline 01
The present tense of my career. I architect the plumbing of modern marketing: tag management, server-side data flows, and AI content systems, so every downstream decision runs on clean, trustworthy signals.
Introduced and led server-side tagging adoption at RentPath, streamlining data flows and cutting network calls while improving measurement reliability.
Managed GTM, Google Analytics, and Power BI platforms as the accuracy-and-integrity owner for 15 client-facing and internal teams.
Building structured content models, prompt-refined AI workflows, and enablement tools at Macmillan that turn event data into ready-to-use marketing assets.
Discipline 02
Models that move metrics, not slideware. From reinforcement learning personalization to visitor identification algorithms, I build data science that ships into production and shows up in the P&L.
Architected reinforcement learning personalization engines for client websites, also cutting bounce rates by 1.3%.
Developed predictive models at RentPath that directly increased product adoption, pairing technical depth with business framing.
Built visitor identification algorithms that sharpened attribution and won KPI alignment and C-suite sponsorship.
Discipline 03
Where it all started. I've run PPC portfolios, built persona-driven journeys, and led teams of up to twelve, always with measurement as the backbone of the strategy.
Led a 12-person SEM team at YP to 91%+ team KPIs, unifying print, email, paid, social, and SEO into single client dashboards.
Designed a nationwide multi-channel melanoma screening campaign blending traditional media with YouTube and TikTok, with an 18% landing page conversion rate.
Built and led integrated digital campaigns at Miller Brown Law, lifting qualified organic traffic 36% and high-intent leads 28% in a saturated legal market.
Career evolution
Every role added a discipline. The badges show which threads run through each chapter.
Dec 2025 – Present
Macmillan Learning
Building AI-powered content systems for experiential marketing: structured content models, automation workflows, prompt refinement for brand voice, AI-driven performance dashboards, and cross-functional AI training with ethical, brand-safe practices.
2021 – 2025
Remote & Columbus, GA
Enterprise data migrations, BI enablement, and AI-driven personalization for nonprofit, legal, and e-commerce clients. Highlights: 67% traffic uplift from a national campaign, 11.8% nonprofit attendance growth, 4.29% conversion lift from reinforcement learning models, 30+ hours/month saved through automated reporting.
2017 – 2025
RentPath (now Redfin)
Managed a team of five driving analytics transformation, GA3/GA4 integration with Azure, and data governance across 15 teams. Led server-side tagging adoption (3× site data performance) and predictive modeling that lifted product adoption 12%.
2015 – 2017
YP, The Real Yellow Pages®
Managed a $2.8M revenue portfolio and a team of 12. Directed PPC across Google AdWords and Bing at 91%+ team KPIs; introduced SEO keyword research and custom tagging that raised conversions 17% and cut cost-per-lead 19%.
2013 – 2015
Miller Brown Law
Built and led an integrated digital program spanning SEO, SEM, content, and social in Atlanta's saturated legal market, driving 36% organic traffic growth and 28% more high-intent inbound leads.
Education & certifications
AI & Machine Learning, Interview Kickstart (2025) · Certificate, BI & Data Science, Emory University (2017) · M.S., Internet Marketing, High Honors, Full Sail University · B.S., Behavior Analysis & Computer Science, Magna Cum Laude, Savannah State University · Google Analytics, Google Ads, Bing Ads, Data Studio & SEO certifications
Resume request
My background spans several disciplines, so I keep a tailored resume for each. Pick the track that matches your role and I'll deliver the right version.
Each version leads with the experience most relevant to that role. Same career, different lens.
Featured
Perpetual Traffic, Ep. 209: adapting to digital transformation and leveraging data in marketing strategy.
Listen now →Honest Marketing podcast: a deep dive into analytics-driven marketing performance, clean data, and ROI.
Listen now →Co-authored book cutting through digital marketing hype with practical, structured guidance on internet marketing.
View on Amazon →Coming soon. A guide to conquering data challenges, helping individuals and small businesses harness big data without overwhelm.
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