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MELISSA PEDRAJITA

ac4oep@r.postjobfree.com . +1-310-***-**** . Los Angeles, CA . http://linkedin.com/in/melissa-p 15-years experience in luxury retail, entertainment, and executive management THE MAIN BITS

• Hands-on, cross-disciplinary product and marketing specialist in luxury products, online marketing, and customer experience

• Deep understanding of integration among marketing, sales, operation, and branding teams, including workflow optimization, staffing and delegation, marketing analytics, brand management, best practices and application of emerging technologies

• First-hand experience working among A-List celebrities and Fortune-100 tech company executive teams with engagements spanning across televised and digital media, legal services, consumer branding, and within the Federal government. PROFESSIONAL EXPERIENCE

LISA HOFFMAN BEAUTY

Director of Marketing & eCommerce

Industry: Luxury goods, Fragrance, Skincare, Jewelry Los Angeles, CA

2007 – June 2017

STARTUP LEAD: Employee #1. Spearheaded the Company launch, business administration, and development activities. Implemented the founding e-commerce web, inventory, customer service, and fulfillment infrastructure for lisahoffman.com. Responsible for the Company’s overall brand strategy and online execution through well-planned customer acquisition, active pricing strategies, driving conversion, and retention initiatives. TELEVISION SALES (HSN/TSC/QVC): Responsible for television strategy, on/off air sales, budgeting, P&L/EBITDA, and annual planning for seven years (thru 2012). Developed skincare and bodycare rollout strategy with corporate buying teams. Greatly expanded Lisa Hoffman brand reach by traveling to broadcast shows, meeting with producers, and ensuring proper show execution while providing logistical support for on-air talent. WEB & DIGITAL TRANSFORMATION: Developed the master online deployment plan, including web and mobile redesigns, Search Engine Optimization (SEO) strategies, and enhanced all aspects of the digital pipeline customer experience. Successfully grew the LisaHoffman.com online business with consistent double and triple digit YOY growth. PRODUCT LAUNCHES: Launched many Lisa Hoffman brand lines (skincare, bodycare, fragrance, and jewelry). The latest collection, Neo-Ethereal collection exceeded first year revenue goals by over 10x. MANAGEMENT: Solid understanding of financial practices (budgets, strategic planning, asset management, phased scaling); comfortable as a client liaison, executive project manager, and mentoring. Built and led a team of a dozen domestic team members, plus several domestic and international contract teams, with expertise in demand generation, public relations, social media, graphic design, analytics, branding, promotion development, and content development. STRATEGY: Designed strategic marketing plans to consistently exceed financial targets. Managed the P&L while ensuring all initiatives remained on schedule and within budget. Identified incremental revenue opportunities and provided cross- functional leadership to support marketing, sales, ops, IT, PR, and creative partners. Skilled in analyzing customer segmentation and developing actionable plans and shopper experiences resulting in tremendous improvements in ROI. MULTICHANNEL CAMPAIGNS: Directed online marketing efforts, including targeted buys, affiliates, social media coordination, re-engagement campaigns, and analytics to improve visitor conversion, brand engagement, and discovery. Lead CRM optimization efforts, including market research, customer profiling, and segmentation modeling to maintain optimal discovery channels and constant tweaks to drive ROI (i.e. win-back campaigns, drip marketing, referral programs, etc). ART DIRECTION: Hands-on experience in photo shoots, trade shows, product video production, print work and collateral development.

LIQUIDATION: Experienced in liquidation best practices to move large amounts of excess, perishable products via Amazon, TJ Maxx, and Ross.

PUNCH PRODUCTIONS

Executive Personal Assistant to Dustin Hoffman

Industry: Entertainment

Los Angeles, CA

2004 – 2007

PRODUCTION OFFICE: Managed all business and personal coordination for Dustin Hoffman and his family, acting as the

“right arm” and gatekeeper. Organized and maintained tight daily agendas. Coordinated logistics for personal trips, press, film festivals, photo shoots, video shoots, fittings, and rehearsals. Served as the primary point of contact between Mr. Hoffman and publicists, reporters, agents, directors, editors, business managers, etc. Oversaw all support staff, from hiring and training through supervision. Provided motivation, discipline, and conflict resolution to ensure a smooth-operating office. INTERNATIONAL FILM TOURS: Traveled throughout Europe in branding support of feature films, which included press junkets, photo shoots, and movie premieres, ensuring on-the-ground executive support and seamless operations. o London, Paris, Madrid – Feature film press junkets, red carpet movie premieres, Graham Norton Talk Show o Berlin – Golden Camera Awards

o Milan – Café Vergnano and commercial shoots

201708 2 of 2

EVENT PLANNING: Orchestrated high-profile parties and events, ensuring smooth flow of operations from start-to-finish. ESTATE MANAGEMENT: Managed multiple properties to ensure an efficient household workflow, managing hundreds of vendors, negotiating substantial contracts for repairs, furnishings, and technical maintenance to ensure top job quality and fair value for the family. Created a 300+ page facilities management technical manual for support staff with training. ZELKIND & SHACKELFORD LLP

Senior Paralegal

Industry: Patent Law

San Diego, CA

2002 – 2003

LITIGATION SUPPORT: Involved in all aspects of federal trial litigation, including legal research, factual investigation, deposition summaries, case and document management, discovery coordination, and pre-trial preparation. TECHNICAL WRITING: Drafted legal documents including correspondence, pleadings, discovery, and affidavits. Assisted in the preparation of trademark, patent, and copyright applications. PROMOTION: Promptly promoted to a senior position after demonstrating competency, initiative, and insight. THE WHITE HOUSE

Office of the First Lady, Millennium Council Intern Industry: Federal Government, Executive Branch

Washington, DC

2000

ENVIRONMENTAL: Supported national initiative to preserve the American landscape through private-public partnerships as part of the Millennium Trails, a White House effort to recognize over 2,000 public trails that access our national wonders

(including some located in my home town of South Lake Tahoe, California). HISTORICAL PRESERVATION: Aided preservation efforts by the Millennium Council to create a historical record and a 100-year time capsule for the White House and the National Archives and Records Administration. UNITED STATES SENATOR DIANNE FEINSTEIN

Legislative Intern

Industry: Federal Government, Legislative Branch

San Diego, CA

1999

LEGISLATIVE AIDE: While I was enrolled as a student at the University of California, I worked as a legislative intern to pursue my policy interests while also serving the constituents of California. EDUCATION

UNIVERSITY OF CALIFORNIA, SAN DIEGO (UCSD)

School of Political Science, BA

School of Psychology, BA

Seven-time Provost’s Honors

President’s Washington Scholarship Recipient

UNIVERSITY OF SAN DIEGO (USD)

School of Law, Certified Paralegal Program

American Bar Association accredited graduate school Paralegal Certification

Specialization in Business and Environmental Law

WHAT I'M LOOKING FOR

A great company culture with smart, highly motivated people. At this point in my career, I feel incredibly fortunate to have participated as an integral member in the creation and growth of a multi-million dollar luxury fragrance brand, and to have interacted with peers at the top levels of both entertainment and government. For my part, I offer a broad range of hands-on experience in online development (web+mobile), brand management, sales, television sales, customer support, and corporate strategy across retail, entertainment, and product R&D sectors. I’m particularly good at improving the way in which people work towards a common goal. And I like people. I believe my greatest strength is a knack for acting as the “glue” within a complex company. Every executive role now requires both a solid business prowess and a mastery of the modern technological landscape, and I feel confident in those regards. In my next role, I’m interested in applying my broad range of skills to facilitate growth and expansion through operational discipline, targeted mentorship, and ambitious guidance. KEYWORDS: Advertising, Affiliates, Analytics, Attention to detail, Bootstrapping, Branding, Branding, Business Development, Celebrity Assistance, Client relationships, CMS, Competitive Analysis, Consumer Products, Consumer Research, Conversion, Corporate Development, Creative Direction, CRS, Customer Service, Data analysis, Digital Assistants, Entertainment, Estate management, Event planning, Excel, Fulfillment, Fulfillment, Google Analytics, Government, Graphic Design direction, Hiring, Home Shopping Network, HSN, Interactive Media, Inventory management, Inventory management, Keynote, Klayvio, Litigation support, Logistics, Luxury consumer goods, Luxury Goods, Luxury Travel, MacOS, Magento, MailChimp, Management, Margins, Market Research, Marketing, Microsoft Office, Mobile Development, Mobile Development, Multi-tasker, Online Development, Open source applications, Operations, OSX, Pages, P&L, Partnerships, Patent support, Photo shoots, Photoshop, PPC/PPA Campaigns, Presentations, Pricing Analysis and Strategy, Product liquidation, Product tracking, Project Management, Prototype product development, Quality assurance, Quantitative Metrics, QVC, Resourceful, RMA, SaaS, Scaling operations, SEM, SEO, Shopify, Software as a Service, Software development management, Startups, Strategic planning, Technical writing, The Shopping Channel, Travel, Travel Logistics, TSC, User Experience, User interface optimization, Vendor management, Venture Capital, Video production, Warehousing, Website Development, WMS, Word

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