Digital Marketing Paid Media

MELANIE VITTO

***** ** **** ******* ******: 818-***-****

Doral, Fl 33178 Email: *************@*****.***

EXECUTIVE SUMMARY

Strategic Digital Marketing Leader with 15+ years of experience driving growth through high-impact digital campaigns across B2B and B2C markets. Proven ability to lead cross-functional teams, develop data-driven strategies, and manage multimillion-dollar marketing budgets to improve brand visibility, customer acquisition, and ROI. Deep expertise in omnichannel marketing, paid media (SEM, Social, Amazon), CRM integration, and e-commerce enablement across North and Latin American markets. Fluent in English and Spanish with a strong command of analytics and emerging technologies. Core Strengths include:

Marketing Strategy

SEM/SEO Strategy (Paid Search/ Google AdWords Certified)

Digital Marketing Strategy

Social media Paid Advertising & SMS Marketing

Sales Support & CRM

Amazon Advertising & Strategy

NOTABLE ACHIVEMENTS

Supported Regional Brand Launch of PowerXL at Spectrum Brands

Led digital execution for the launch of Power XL in 6+ LATAM markets, supporting agency selection, local strategy adaptation, and paid media planning. Managed cross-functional coordination and day-to-day agency operations, resulting in a 25% lift in regional brand search volume and a 20% increase in e-commerce traffic during the first 90 days post-launch.

Established Digital Marketing at Builders First Source

Pioneered the development of Builders First Source’s digital marketing function, introducing digital channels as a core marketing tool across B2B markets. Launched the company’s first SEM and paid media programs, laying the foundation for scalable digital acquisition and lead generation strategies.

PROFESSIONAL EXPERIENCE

Spectrum Brands – Regional Digital Marketing Manager, LATAM 2021-Present

Remington, Black & Decker, PowerXL

Miami, Florida

Lead regional marketing strategy for top-tier consumer brands, driving brand visibility, website traffic, and high-intent consumer consideration across Latin American markets.

Collaborate with brand teams to develop and analize omnichannel marketing plans—integrating paid media, content creation, SEO, and email campaigns—aligned with business goals, KPIs, and budget allocations.

Manage and optimize cross-platform advertising (Google DemandGen, Performance Max, YouTube, Meta & TikTok) to improve brand awareness and consumer consideration; execute A/B testing to refine creative, and audience targeting.

Oversee full-funnel marketing performance tracking using Google Analytics and platform-specific dashboards; translate insights into strategic recommendations and growth opportunities.

Partner with e-commerce teams to enhance the digital customer journey, increase on-site conversions, and align promotional efforts with online sales cycles.

Drive content strategy recomendations including click-worthy blogs, UGC, short-form videos, and influencer integrations; evaluate engagement trends to refine editorial calendars.

Lead end-to-end SEO strategy, including technical audits, content optimization, and link-building, to boost organic search visibility and engagement.

Builders First Source (formerly Stock Building Supply/BMC) – Digital Marketing Manager 2014-2021

Multiple Markets

Directed digital marketing strategy for regional business units, aligning campaign planning with customer acquisition, upsell, and retention goals across B2B channels.

Planned and launched high-impact SEM and PPC campaigns across Google Ads, YouTube, Meta (Facebook/Instagram), improving CTR and lead-to-sale conversion rates by 15% within 6 months through strategic audience targeting, A/B testing, and landing page optimization.

Executed full-cycle campaign optimization, including keyword management, audience targeting, bid strategy, and landing page performance, resulting in measurable cost-per-lead (CPL) reductions.

Built and managed SEO roadmaps leveraging SEMrush, implementing on-site SEO, content optimization, and local SEO tactics that improved organic traffic and lead quality.

Created omnichannel marketing assets including product launch kits, loyalty program content, newsletters, and sales enablement tools—enhancing funnel efficiency and engagement.

Owned campaign performance reporting, delivering actionable insights through Google Analytics and platform dashboards to support real-time adjustments and strategic planning.

Acted as subject matter expert for digital channels—advising regional teams and executives on platform innovation, attribution, and performance marketing strategies.

Schawk! / Anthem Worldwide – Marketing Project Manager (Contractor) 2013-2014

Los Angeles, CA

Led full-cycle marketing project management for Herbalife, coordinating timelines, budgets, and cross-functional execution across print, digital, and packaging.

Collaborated with client stakeholders to define project scope and ensure strategic alignment with campaign objectives.

Managed day-to-day execution of creative assets across email, social, online ads, and photography, ensuring brand compliance and timely delivery.

Assigned and coordinated creative resources, including copy, design, translation, and production.

Oversaw routing of all materials through legal, brand, and proofing reviews to ensure quality and regulatory compliance.

Kaiser Permanente – Direct Response Marketing Manager (Contractor) 2011-2012

Los Angeles, CA

Led development and execution of multichannel direct marketing campaigns (email, direct mail), driving member acquisition and engagement.

Managed campaign media plans, ensuring alignment with strategic objectives and budget targets.

Created detailed campaign briefs and partnered with agency teams to execute tactical deliverables.

Collaborated with analytics teams to evaluate performance, implement test-and-learn strategies, and improve conversion outcomes.

Introduced a personalized “customer rate” across email and DM communications, enhancing customer experience and increasing response rates.

ADDITIONAL EXPERIENCE

Ryder Logistics – Marketing Analyst 2007-2011

Miami, Florida

Developed national marketing programs generating $4M+ in incremental revenue and 300+ qualified leads.

Led a team of 3; created and delivered monthly sales enablement and marketing training.

The Campins Company – Marketing Manager 2005-2007

Miami, Florida

Oversaw national lead-gen campaigns and promotional events, managed marketing partnerships.

Marca Hispanic – Account Executive 2003-2005

Miami, Florida

Executed multi-channel campaigns for clients like Moen Latin America and Rite Aid; supported agency-client delivery.

EDUCATION

June 2007 -Nova Southeastern University Huizenga School of Business Entrepreneurship

Masters in Business Administration and Management – Miami, Florida

Dec 2003 – Nova Southeastern University Huizenga School of Business Entrepreneurship

Bachelors Degree, Business and Professional Management – Miami, Florida

SOFTWARE

Digital Media: Google Analytics GA4, SemRush, Emplify, Influencity, Google Ads, Meta Business Manager & Tiktok Advertising

CRM: Salesforce

Email Marketing: Klaviyo & Mail Chimp

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