Michelle Haarde, Senior Vice President of Account Strategy

Michelle has nearly two decades of experience in complex B2B account management, sales strategy, and client success. Since joining MarketLauncher in 2012, she has become the architect behind the firm’s client services model and a key member of the executive leadership team.

As Senior Vice President of Account Strategy, Michelle leads our Client Services and Account Management teams, guiding go-to-market strategy and campaign performance across the firm’s entire client base. Known for her calm confidence and “figure-it-out” approach, she’s built a reputation for delivering clarity, collaboration, and high-impact outcomes, even in high-pressure, fast-changing environments.

Architecting Account Strategy at Scale

Michelle’s leadership blends strategic vision with operational discipline. She ensures every client engagement is grounded in clear objectives, proactive communication, and campaign execution that reflects the client’s voice and values. Her ability to focus on goals while managing complexity and fostering collaboration has earned her the trust of clients and colleagues alike.

One client remarked:

“I’ve been impressed with the number of ML people that are involved [in our campaign]. There is a lot of role segmentation to make sure everything is happening as effectively as possible. I especially love having Michelle as our primary point of contact.”

Where Michelle Has Done Some of Her Best Work

• Healthcare
• Software & Technology
• B2B Professional Services
• Complex B2B Solutions with Multiple Stakeholders
• Go-to-Market Strategy & Voice of Customer

Trusted Leadership with Measurable Impact

Michelle has helped shape ML’s growth by maintaining high client satisfaction and low account churn. Under her guidance, our revenue retention improved 8× compared to a previous four-year average. She has led many of our largest account expansions because of her ability to build trust, spot growth opportunities, and align internal teams to client goals.

One client shared:

“On a scale of 1 to 10, I would give you a 12. Michelle in particular was great. The whole team was great.”

And as CEO, Lara Triozzi noted:

“Michelle has broken upselling records. That’s a testament to how good she is at developing trust and identifying new ways we can help clients reach their goals.”

More Client and Colleague Powered Praise

Michelle has received widespread recognition for her ability to act as a true extension of each client’s team:

• “Her calm and confident style puts ML in a class of its own.”
• “No matter what is thrown at her, she takes it in and figures out a way to make it happen. She is a GREAT listener, and that’s such an asset to the work she does leading our clients’ campaign strategies.”
• “She understands the intricacies of the sales process and the strategy for each client. Her attention to detail while overseeing 25+ accounts is outstanding!”

Strategy Style & Leadership Strengths

• Strategic Alignment: Keeps campaigns rooted in the client’s core objectives, messaging, and audience.
• Calm Confidence: Brings steadiness to complex conversations and builds trust across teams.
• Client Advocacy: Translates feedback into actionable shifts in messaging or strategy.
• Team Builder: Mentors account leads and client success managers to drive consistency and growth.
• Growth Driver: Identifies upsell opportunities through deep familiarity with client needs and goals.
• Change Management: Guides teams through fast pivots with clarity and control.

Michelle’s impact can be felt across every department at MarketLauncher. She ensures that clients feel heard, supported, and understood and that internal teams are aligned, prepared, and empowered to deliver on those expectations.

Michelle is the proud mother of three and has a very active personal life, including sports photography, biking, skiing, travel, and hikes with her two dogs.