Call me Mae

Screen Shot 2014-08-20 at 9.38.55 PMMy full name is Rebecca Mae Cichelli but friends call me Mae.

Throughout my career, I have become a leader in user engagement, interactive learning, brand narrative, and collaborating with global teams to execute complex strategies.  My specialty is working with early-stage startups in emerging industries.

As a digital storyteller, I rely on a thorough analysis of consumer data and engagement touch-points to fuel my creativity.  Utilizing this user data, the digital campaigns I have launched are strategically distributed to the right people at the right time with authenticity.

In the past 14 years, I have gained demonstrable experience in:

  • Designing interactive graduate level courses with Adobe Captivate;
  • corporate identity and brand strategy;
  • SEO, SEM, Social and content development;
  • product, database, and project management;
  • affiliate program launches;
  • client services and account management;
  • applying social theory and behavior psychology to user engagement;
  • mapping digital strategies to improve the user journey across multiple platforms;
  • extensive digital engagement strategies;
  • and advancing global partnerships.
Mae Cichelli Resume

View my resume.

I thrive on taking raw ideas and working effectively across various platforms and organizational departments to ensure successful campaign and product launches.  With a varied history of international and local startups, I enjoy working in fast-paced, entrepreneurial-minded environments.

teamBeyond this expertise, the biggest joy I have found throughout my career is finding new ways to empower my team and our users’ daily lives. Understanding consumer empathy through careful data analysis is essential to my work, as is meeting new people and finding a common connection to ensure a shared vision.



Sr. Marketing Manager:  San Francisco, CA: October 2019- Present

Marketing Manager:  March 2018- October 2019

Bluedot delivers precise, first-person location data, via the brand’s mobile app, to improve customer experiences.

  • Direct digital and event marketing campaigns via content creation, Marketo drip nurture programs, social media, Google Ads, SEO, direct mail, and events
  • Manage design for marketing and assets with Photoshop, PowerPoint, Adobe Acrobat
  • Designed and managed campaign launch around Solution Guide eBook
  • Designed and managed campaign launch around 101 High Impact Mobile Experiences 5-part ebook series

See Mae’s Bluedot blog writing samples.

University of San Francisco: Athletics Department

Assistant Athletic Director of Marketing:  San Francisco, CA:  Oct 2016-April 2018

  • Led and managed a student staff of 22 people.
  • Increased ticket sales across all 6 tickets sports by 42% and avg. game attendance by 22% YOY.
  • Managed paid social, radio, email, SEO, and display marketing channels.
Mae Cichelli: Assistant Athletic Director of Marketing USF Dons Athletics

Click image to view the presentation.


HomepagePortfolio.jpgVOKE Inc. (now Intel)

Marketing Consultant:  Santa Clara, CA: March 2016- Sept 2016

  • Established brand guidelines and corporate identity of VR company focused on live events
  • Implemented brand identity across several branded mediums
  • Worked with international tech team on execution of website redesign
  • Designed and created a presentation for COO & Co-Founder for TEDx talk at UCSD 2016


University of San Francisco: Masters in Collegiate Athletics Online Program

Adjunct Professor & Instructional Designer:  San Francisco, CA:  April 2015-Jan 2016

Collaborated with various subject matter experts in the field of Collegiate Athletics to:

  • Identify course goals and outcomes, the method of content presentation, and assessments.
  • Create storyboards, scripts, and wireframes for content development.
  • Design instructional objects and apply evidence-based pedagogical principles to the design of eLearning experiences.
  • Assist with the production of audio and visual course content.
  • Develop multimedia lectures using Captivate
  • Apply industry-standard instructional design practices to development process using the ADDIE (ISD) model.
  • Manage the course migration process including the maintenance of a course migration list each semester and conduct quality assurance testing of new and migrated courses.


Personal Training Academynew-pta-logo (1)

Marketing Manager:  Melbourne, Australia:  2013-2015

  • Redesigned website and all marketing material;
  • directed newly branded site launch, including a full campaign for the AUS Fitness Expo event as a major platform for our launch;
  • directed social and content strategy PT Academy’s blog;
  • and managed celebrity brand ambassador partnerships and all marketing campaigns.

Personal blog post about my experience with Personal Training Academy (written 2013 – the site relaunch had not be completed until March 2014).

Mae’s PTA blog writing samples.

Systems Arch


Founder:  International:  2014-present

Digital tools, business strategy, and creative services to enhance user engagement, dynamic product development, and corporate health success. 

Personal blog post about my experience creating Systems Arch while traveling. 


Ballarat Wellness ProgramBallarat

USF Masters Project Ballarat:  Australia:  2012

Drawing from my experience in professional sports teams’ digital engagement and sponsorship strategies, I created and managed an 8-week online wellness program in coordination with the City of Ballarat.  I also mapped the social interactions of the study’s participants and how it related to their wellness outcomes.

The primary objective of this program was to study how elements of neuroscience, behavior psychology and government programs can best be applied to a scalable, online wellness program.  A priority in this project was to empower participants to make healthy changes in their personal lives and social networks by creating engaging content and a wellness strategy that was as entertaining as it was beneficial.




Mae_BioAgeProduct Manager:  Melbourne, Australia, 2013-2014

User Experience design of website and test forms, the creation of educational resources for personal trainers via the launch of a new website that focuses on usability and empowerment.

  • Worked with tech team to rebuild our database and API;
  • conducted media outreach to The Biggest Loser Australia and The Biggest Loser Asia;
  • defined and prioritized all features across the BioAge platform to optimize our global partnerships with Fitness First gym chain and LifeAlly wellness app.
  • and created online education blog, customer journey info-graphic and video library for clients and administrators.

Mae’s BioAge blog writing samples. 

GAGA Sports & Entertainment

GAGA-Logo_blackAccount Manager:  San Francisco, United States:  2010-2012

  • Worked with clients to launch a multi-platform promotion producing over $350,000 in additional revenue for the Houston Dynamo MLS team.
  • Supported data analysis and behavioral research for business development.

Clients worked with include: Stanford University, Los Angeles Lakers, San Jose Earthquakes, Oakland Raiders, Houston Dynamo, Los Angeles Clippers, Utah Jazz and University of San Francisco Dons.


Frank Allocco

Sr. Associate AD of External Relations, USF Athletics |  San Francisco, CA

Andy Dolich

Director of Career Development, University of San Francisco |  San Francisco, CA

Randy Eccker

Chairman & CEO, Circle Media |  New York, NY

Dom Dos Remedios

CEO & Owner, Personal Training Academy |  Sydney, AUS

Jai Forster

Operations Project Manager, Anytime Fitness | Sydney, AUS

Jamie Pardi

Chairman & CEO, FanCompass | San Rafael, CA

Contact Mae

Full Portfolio

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