Marketing Strategist

Melissa Bird-Vogel

*********@******.****.*** 310-***-****

SUMMARY

Melissa specializes in digital media marketing. With over a decade in marketing and branding, she has a proven proficiency in driving customer acquisition and engagement through the ideation, creation, delivery, promotion, and optimization of exceptional brand experiences.

Via strategic consumer and marketplace analysis, leveraging ongoing measurement and technical innovation, Melissa leads teams in achieving business goals and solving customer needs. Committed to continual learning and innovation, she stays abreast of emerging trends and technologies while delivering data-driven actionable insights for optimizations based on site analytics, offline indicators, and A-B testing. Successful in creation and execution of product & website roadmaps, omnichannel marketing plans, content distribution, and analytics, she digs into new opportunities with enthusiasm to deliver on key business goals. SKILLS

§ Expertise in Google Analytics

§ Tagging, reporting, metrics analysis

§ Optimization of owned, earned & paid media

§ A-B testing; user testing; surveys

§ Technical liaison for engineering and business

stakeholders, clients

§ SEO and paid media, including SEM, display,

partnerships, mobile (text & display), social

§ Campaign management and reporting with

actionable insights

§ Photo and video creation & editing (Adobe

Creative Suite; FinalCut Pro; iMovie)

§ Website content management (Drupal; HTML)

§ Social Media planning and content creation for

Facebook; Twitter; Instagram; Pinterest; YouTube

§ Tools: Radian6; Hootsuite; SimplyMeasured;

SproutSocial; Gigya

§ Email marketing / CRM strategy; implementation

via Salesforce Marketing Cloud; ConstantContact

§ Product Management of technical development

(for websites, mobile, apps)

§ Leadership: cross-functional teams; department

oversight; employee and direct report

management; people development and coaching

EXPERIENCE

Director of Product, Storytelling Legacy.com Los Angeles, CA 2015-2016 Product Owner for Direct-to-Consumer business lines: website, content, earned & paid media

§ Roadmaps solving for user needs & business objectives (including eCommerce, SEO, CRM goals)

§ Leveraged marketplace analysis to capitalize on UVP, technical architecture and requirements

§ Optimization of newly-launched CMS within Headless Drupal; re-defining user needs (both internal editorial staff and end visitors) – to augment & fix the quick-to-market “MVP” solution; transitioned team to agile methodology

§ CRM strategy with content email newsletter launch: increased site visits to content section by 8x

§ Led first Facebook Live event; Mother’s Day Facebook contest: generating 20% fan increase with continually increasing engagement metrics: 2.5x+ pages per visit Assoc. Director, Brand Starlight Children’s Foundation Los Angeles, CA 2014-2015 Managed brand / marketing team, web development, social media, newsletters, video, 3rd party partnership marketing. Website optimization: discovery, development, deployment for content and eCommerce.

§ Omni-channel marketing calendar and campaign strategies, across site, search, social, partner media, and in-store

§ Partnerships include Nintendo, CBS, Michaels, Colgate-Palmolive, Northwestern Mutual, Wyndham

§ Identified analytics opportunities and implemented tracking capabilities for site, social, AdWords, SEO and email

§ Refresh of marketing materials (e.g., Annual Report; partner impact reports; sell sheets; Brand Guidelines) Account Director BLITZ Agency (blitzagency.com) Santa Monica, CA 2013-2014 Managed communication and processes across cross-functional teams and with clients for websites and campaigns.

§ Pepsi Co. PR & Legal collaboration for crisis communication (site; social; search)

§ Naked Juice: website strategy & implementation for campaigns, product launches, coupons, packaging updates

§ Increased sales velocity and product trial; digital engagement lifts via video, campaign and product strategies

§ VIZIO: projects including Customer Care and TVP (tvp.vizio.com): led responsive site strategy

§ Mobile-focused responsive Customer Care site: call cost reduction; improved brand & product perception

§ TVP (tvp.vizio.com): lift in reach and participation via social media, contest integration, athlete partnerships

§ Technical & business requirements gathering and documentation for American Association of Critical Care Nurses Digital Strategy Consultant Microsoft Deloitte Brand Culture Co. Freelance 2010-2013 Microsoft Redmond, WA

§ Windows and Office products: integrated creative planning for in-store and online media (owned, earned, paid)

§ Retailers including Best Buy, Wal-Mart, Costco, Staples, Office Depot, Fry’s: Strong ROI across channels: drove increased brand affinity and sales metrics ($3M+ budgets) for MSFT products

§ Dell; HP: led hardware affiliates’ site integration and media plans for effective co-marketing, with Xbox partnership

§ Windows and Office digital content management: strategy, design, production and implementation Deloitte Digital (acquired Banyan Branch) Seattle, WA

§ Fox; Clarisonic; Microsoft; Intelius; Hartz Pets: digital marketing strategy and execution ($2M+ budgets)

§ Microsoft: OEM Partner Program revamped online community site & social media campaign

§ Mobile app creative and implementation; content plans across social, media, forums and blogs; product launch PR

§ Acer + Microsoft partner marketing campaigns: drove awareness, reach and product trial Brand Culture (BrandCulture.com) Los Angeles, CA

§ Epson and USC Center for the Digital Future: branding and site design concepts

§ Non-profits (including Public Counsel): cross-organizational multimedia marketing / communications strategy

§ Coast Produce (B2B): content strategy and user experience (UX) planning Rundavoo (Rundavoo.com) Los Angeles, CA

§ Product, site and app launches: cross-channel planning with market segmentation, partnerships, and media

§ Content strategy and copywriting (across email, social media, website)

§ User journeys and consumer analysis for marketing, app, social and site plans

(Freelance clients included: Massage Envy franchises; MOD Pizza; Global Washington; TEDx Conferences) Account Manager Razorfish Seattle, WA 2007-2010 Best Buy website, campaign and media management for evergreen + campaign marketing ($3M+ budgets)

§ Microsite production, marketing plans with social and mobile (e.g. Back To School; Holiday; Best Buy for Business)

§ Personalization program launch: targeted abandoned shopping cart visitors for increased e-commerce ROI

§ Media plan strategies, content partnerships, and analytics-based optimizations including mobile media Account Planning Coordinator

Nike; Disney; Levi’s; Best Buy; Hawaiian Air; Coors: digital media, category and consumer insights

§ Levi’s: Project Runway social media design contest (concept & execution of Project 501)

§ Research: quantitative & qualitative via comScore, Neilsen, Gartner, eMarketer, Forrester, consumer interviews, focus groups and secret shopping

eCommerce & Customer Care Coordinator Henry Schein (acquired eSurg.com) Seattle, WA 2006-2007

§ Website personalization and updates with multivariate testing and QA

§ KPI definition and measurement based on core business objectives

§ SalesForce Customer Relationship Management (CRM) - increased repeat customer sales 32% YOY Co-op Advertising Specialist T-Mobile USA, Inc Bellevue, WA 2005-2006

§ TV, print, direct mail, radio, and OOH: managed 3rd party retail partners’ co-branding and -marketing

§ Managed indirect dealers’ brand and product advertising through re-brand (“Get More” à “Stick Together”)

§ Copywriting (print and radio); visual creative oversight for partners’ print ads EDUCATION

University of Washington Master of Communication in Digital Media Seattle, WA 2009-2011

§ GPA: 3.9

§ Curricula included:

§ Business and Marketing courses

§ Digital Law & Policy

§ Digital Analytics

§ User Experience & Information Architecture

§ Global Communications

§ Mobile Marketing

Duke University BA, Psychology; Film/Video Certificate; English Minor Durham, NC 1998-2002

§ GPA: 3.85

§ Dean’s List every year (1998-2002)

§ Semester at University of Southern California for Film/Video studies

§ Pi Beta Phi sorority

§ Duke in London program

§ Russian Orphanage community Kitezh: Volunteer

§ Duke Women’s Center: Volunteer

School of Visual Concepts Certificates in: SEO; Copywriting; Creative Brief Writing Seattle, WA 2007-2010

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