Michael Serdinak, CPSM
Since 2022
Active
SMPS Northeast Ohio member
AEC marketing professional
Michael leads comprehensive marketing and business development strategy for Terracon’s Cleveland and Niles, Michigan offices, supporting the firm’s mission of delivering practical engineering solutions above ground and below. As Marketing Lead for a 100% employee-owned consulting engineering firm with over 6,000 employees and 200+ locations nationwide, he oversees proposal coordination, marketing materials development, creative content production, and strategic positioning for one of Engineering News-Record’s Top 20 Design Firms.
His expertise spans geotechnical engineering, environmental consulting, construction materials testing, and facilities services marketing with deep specialization in creative visual communication and proposal strategy. Michael brings comprehensive knowledge of AEC marketing best practices gained through progressive experience that includes both internal technical roles (Assistant Estimator, Project Engineer, Superintendent) and external marketing positions, building a holistic understanding of projects from conception to completion.
With over 18 years of professional experience spanning general contracting (Mid-American Construction), design-build construction (Fiorilli Construction), and consulting engineering (Terracon), Michael has developed an exceptionally rare dual perspective. His hands-on construction experience combined with marketing expertise enables him to communicate complex technical information visually and strategically—positioning client teams for competitive advantage in pursuit situations.
His educational foundation from the University of Akron in Marketing, E-marketing, and Advertising, combined with extensive Adobe Creative Suite proficiency and emerging AI technology implementation, provides distinctive capabilities in creating compelling visual narratives that resonate with technical and non-technical audiences alike. Michael’s career-defining achievement came early when a university presentation he created helped secure a $10 million contract—a moment that solidified his commitment to AEC marketing excellence.
Michael demonstrates exceptional professional leadership through his CPSM certification earned in the 2022-2023 graduating class and sustained active engagement with SMPS Northeast Ohio, one of the most established chapters in the region. His commitment to advancing professional services marketing excellence reflects a pattern of innovation and collaboration that has shaped his approach to both traditional marketing fundamentals and emerging technology integration.
Michael’s leadership extends to pioneering artificial intelligence implementation for marketing enhancement at Terracon. He actively researches and explores AI tool integration to elevate proposal quality, streamline workflow efficiency, and maintain competitive positioning—positioning himself as a thought leader in technology adoption while preserving the essential human elements of creativity, strategic thinking, and relationship building that drive marketing success.
His unique background combining construction field operations (estimating, project engineering, superintendent responsibilities) with marketing expertise provides valuable perspective that enhances both individual professional development and organizational strategic planning. This dual lens enables Michael to translate complex technical concepts into compelling visual narratives that resonate with diverse stakeholder audiences.
Beyond professional achievements, Michael values the collaborative atmosphere that characterizes successful AEC marketing professionals. His appreciation for diverse career pathways and willingness to share knowledge reflects the inclusive, growth-oriented mindset that advances the entire industry forward through mutual support and collective wisdom.
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