Product planning, IT Project management, Data Analysis/presentation

Career Profile

A highly motivated and results-driven professional with a passion for fast paced environments and market trends. A Genuine influencer who thrives on challenges and translates visions and strategies into actionable goals.

• Expertise in Marketing, Market Research, E-commerce (5+ Years), digital demand planning, Market Analysis, Data Analysis, and Project Management.

• A proven track record of driving revenue growth, visits/conversion, exceeding activity expectations, and improving customer experience through collaboration and strategic planning with internal & external stakeholders.

• Excel in developing innovative sales and promotional strategies to overcome market saturation and achieve year- over-year revenue growth.

• Strong analytical and problem-solving skills, with the ability to make quick data-driven decisions

• Decisive Business leader with organizational and planning skills.

• Excellent presentation skills, natural ability to effectively communicate with cross-functional teams & agencies

• Maintains uncompromising focus on high-quality standards and bottom-line profit improvement.

• 3 + Years Experience with the following programs: Adobe Analytics, Google Analytics, Google Analytics Universal, SQL (budgets, forecasts, models, and reports), Excel, Power BI, Sales Force, ContentSquare. Fast and self-directed at learning new programs.

Skills and Abilities

Professional Experience

Market Research Analyst

Dell Inc. Jul 2022 – Feb 2023

• Conducted competitive analysis to calculate price position for gaming PC.

• Made recommendations on price adjustments to achieve optimal balance between competitiveness and margin.

• Sourced market data to evaluate popular products and compare with company offerings.

• Collaborated with product, planning, and merchandising teams to optimize website configurations.

• Analyzed traffic data performance and optimized SEO content for improved results.

• Negotiated with key partners such as AMD, Intel, and Nvidia to drive growth for Dell. E-Commerce/Digital Analytics Specialist

Dell Inc. Mar 2019 – Jul 2022

• Achieved over 20% year-over-year growth in revenue and margin on a quarterly basis.

• Worked with the marketing agency to identify optimization opportunity in upper and lower purchase funnels

• Formalized the upsell assortment process, leading to improved efficiency.

• Presented data analytics to show sales performance, identify areas of opportunity (start, stop, continue)

• Managed & improved products and sales at every point in the process from beginning to end

• Optimized product placement, pricing, marketing, demand planning, & created best product configurations

• Adjusted the online store's product lineup to optimize sales and quickly substituted third-party replacements during supply shortages.

• Improved Key SnP traffic views for faster and more accurate analytics.

• Sourced & analyzed data to make supply & demand reocmmendations

• Tailored the upsell lineup for over 30 system launches.

• Conducted a site detail cleanup to improve images and content.

• Secured stock from alternative partners such as Visiontek and Logitech.

• Analyzed data to plan inventory for campaigns. Sourced data through Google analytics, Adobe analytics, etc and created visualizations through Power BI and excel to make educated quick data driven decisions. Notable Mentions:

Achieved significant growth in performance year-over-year with the following results:

• Q1 performance increased by 21%/29%

• Q2 performance increased by 45/47%

• Q3 performance increased by 35/35%

• Q4 performance increased by 35/35%

Additionally, the attach rate saw a substantial increase from 19% to 40%, representing a growth of 110% year-over-year. Senior Demand Planner

Dell Inc. Apr 2016 – Mar 2019

MELISSA MCKINNELL

512-***-**** *************@*****.*** https://www.linkedin.com/in/melissa-mckinnell-463b8a37/ o Data analysis & Visualization

o Campaign planning

o Customer Retention

o Customer service excellence

o Project management

o E-Commerce expertise

o Structured problem solving

o Complex negotiations

o Logistics planning

o Inventory management

o Creative marketing

o Digital revenue generation

o Fast & efficient data driven decisions

o Market research and analysis

o Attention to Detail

o Personalized sales presentations

o Market and customer insights

o Relationship building with stakeholders

2

• Coordinated daily conference calls to forecast inventory needs, manage promotions, prevent backlogs, and maximize profitability with manufacturers, product launch managers, and distributors.

• Used tools and data to determine future need and balance stock in anticipation to stay ahead of the game

• Improved Canadian distribution Perfect Order Index by 40%, resulting in on-time shipment performance and improved ship date accuracy, helping the S&P Fulfillment team achieve a 90% on-time delivery rate.

• Negotiated costs with distribution partners to maintain positive margins.

• Monitored and analyzed supply chain data to identify areas for improvement and optimize inventory management processes.

Project Manager Senior Analyst

Dell Inc. Dec 2011 – Apr 2016

• Conducted research to improve processes and created a validation method that resulted in a 20% increase in customer response rate, a 50% improvement in service utilization, and optimized efficiency across all lines of business.

• Utilized data analytics tools to track performance metrics and identify opportunities for improvement.

• Piloted cross-functional analysis to improve department efficiency, reduce project cycle time, accelerate first contact time with customers, decrease escalations, and enhance overall customer experience.

• Collaborated with various teams including sales, tech support, remote and onsite installation technicians, and third party representatives to achieve project goals for small and medium businesses.

• Expanded department skillset by cross-training between Enterprise Support, Storage and Backup Devices, Remote Installation, and Enterprise/Client Installation Services lines of business to broaden understanding and reduce the need for additional technical resources.

• Managed multiple projects concurrently, ensuring they were completed on time, within budget, and to the satisfaction of all stakeholders.

Education

University of Nevada Reno

Bachelor of Science in Marketing 2007

Phi Theta Kappa

Dean’s List

Awards

Game Changer Award July 2021

Dell on the Spot July 2012 & August 2018

Dell Champion March 2014

Dell Bronze July 2015 & February 2016

Core Qualifications

• 5+ Years of E-Commerce Experience (product enhancement, placement, pricing, promotion, & demand planning)

• Marketing and branding: Knowledge of various marketing techniques, branding strategies, and the ability to create compelling and effective marketing campaigns.

• Market research and analysis: Ability to conduct market research, analyze data and trends, and use insights to inform marketing and sales strategies.

• Demand planning & supply chain management: Managed supply and backlog with vendors

• E-commerce: Knowledge of e-commerce platforms, digital marketing, and customer experience optimization, as well as experience managing online sales and customer relationships.

• Project management: Strong project management skills, including the ability to plan, prioritize, and execute projects on time and within budget.

• Technical skills: Proficiency in technology, particularly in data analysis and online marketing tools.

• Market analysis: Ability to analyze market trends, consumer behavior, and industry competition to inform business decisions and strategies.

• Customer-focused: A strong focus on delivering excellent customer experiences and understanding of customer needs and behavior.

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