Michelle Avila Email Address

Senior Marketing Communications Manager

Hypertherm makes industrial cutting systems, software, consumables and accessories. Information available in 11 languages.

Communicator, writer, editor, brand builder. As head of external communications at Hypertherm Associates, I have a lot of roles. Whether working on a strategic communications plan for a new product, generating a program to capture marketing qualified leads, developing content for a new event, or editing our quarterly magazine, I know a new challenge always awaits me. I enjoy coming up with the right strategic solution, finding the right words to tell a story, and building relationships with the people who put their trust in our products. With the support of talented colleagues, I’ve had the latitude to build programs and teams. • An external communications program and global public relations team to position our company as a thought leader, trusted advisor, and premier provider of industrial cutting solutions. • An international educational series consisting of live training workshops and webinars to help customers and potential customers increase their productivity and profitability. • A content creation plan including blogs and a customer magazine, now reaching tens of thousands of subscribers, with technical tips, expert advice, and customer success stories that highlight how our solutions eliminated a pain point. • An engaging social media program, built from scratch, following the development of a strategy and creation of channels with engaging content, now reaching more than quarter million fans and followers. Corporate and marketing communications have undergone enormous change in the past two decades, but the foundation of a powerful communication program has not: Listen. Engage. Deliver the right content to the right person at the right time. I believe that’s the way to meaningfully impact the sales cycle, generate powerful demand, and create conversions that ultimately fuel growth. I invite you to browse through a sampling of my work in the Featured section of this profile.