Michelle Froah, Global Chief Marketing & Innovation Officer at ETS, is an accomplished executive marketer with extensive experience in building brands and innovation from end to end across industries. Michelle is responsible for building the ETS brand, marketing and innovation globally across enterprise functions, product innovation, business marketing and community engagement.

Prior to this, Michelle served as SVP, Global Brand & Marketing at MetLife where she led the global stewardship of MetLife’s brand and was responsible for identifying insights to define strategies to better anticipate and deliver on customer needs and business opportunities while measuring impact through customer metrics and predictive marketing analytics.

She previously worked at Samsung Electronics America, where she led holistic marketing campaign excellence and the digital transformation strategy to move the company from a product-centric to a consumer-centric lifecycle. She was also instrumental in Samsung’s marketing and brand re-building efforts in the aftermath of the Note7 recall.

Michelle has also had senior roles that built brands and innovation end to end with Kimberly-Clark and Procter & Gamble. As the Asia Pacific regional CMO for Kimberly-Clark, she was responsible for marketing capability and innovation across the region, following her role as Global Feminine Care Director where she helped build Kotex into a $1 billion global brand. Prior to this, she was a senior leader in P&G Beauty Care with roles across operations, product supply, sales and global brand management on brands like Pantene and COVERGIRL, where she led the end-to-end launch of LashBlast mascara which notably became the cosmetic launch of the decade.

Michelle contributes to the industry by serving on the ANA CMO Growth Council, The Marketing Society board as Co-chair and Fellow, and the Brand Innovators Advisory Board. She also is Chairwoman of Brandable Pte. Ltd, a marketing and branding consultancy based in Singapore.

Michelle graduated from Iowa State University with a B.S.M.E. in Mechanical Engineering as well as her MBA in Business Administration from the University of Iowa Tippie School of Business. She was named one of Brand Innovators ‘Top 100’ Women in Brand Marketing in 2022, 2021 and 2017.