I possess an insatiable curiosity for understanding consumer behavior. Throughout my career, I’ve dedicated myself to fostering profound connections between brands and their online audience. I help companies grow through strategic marketing strategies, leveraging AI where feasible for efficiency and innovation. My role in eCommerce often involves marketing efforts with Shopify, WooCommerce, Klaviyo, Google, and more. I’m practiced in LEAN processes and can easily navigate through ERPs to bring efficient, profitable ideas to the right team that is looking to continuously improve.
20 YEARS EXPERIENCE | BASED IN BEND, OR
I'm Melissa, a results-oriented Digital Marketing Director who values data-driven strategies and and has a love for the outdoors.
500
Avg Marketing Budget
22
Increase in Email Profitability
4.5
Increase in SEM A/S
WakeMakers | 2022 - Present
Director of Marketing
WakeMAKERS’s goal is to help people have more fun on the water. Who doesn’t love promoting more fun?! My role included ownership of the marketing department, budget, and ROI, and of course, helping people realize their potential for creating summer memories with family and friends.
Roles & Responsibilites
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Total ownership of marketing department, budget, and ROI.
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Develop and execute strategy for e-commerce store WakeMAKERS.com (Shopify) including promo content/design, product merchandising, and email/SMS marketing (Klaviyo).
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Collaborate with engineering, sales, and supply chain teams to achieve wins in sell-through, margin, and inventory turns.
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Manage SEM account growth back to 12% A/S (+4.5%) within Google, Meta, and Bing, with oversight of PPC agency.
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Grow SEO rankings for products and articles, including keyword research, writing, and blogging.
OneroRx | 2020 - 2022
VP of eCommerce Marketing
OneroRX is a startup company looking to provide pharmaceutical services to underserved communities. Helping people improve their health has been a passion of mine since my first foray into medical marketing and growth in communities that desperately needed services made for a rewarding position here.
Roles & Responsibilites
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Develop marketing plan and execute strategy for CAMFormulas.com (Shopify) and BioActiveNutrients.com (Bigcommerce), including managing both e-commerce websites, design/content creation for all promotions, CRM segmentation including email/SMS marketing (Klaviyo), and push promotion.
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Manage Customer Service team to inspire collaboration, communication, and growth in direct-to-consumer sales opportunities.
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Manage OneroRx.com website (WordPress). Manage Marketing Director for regional pharmacies in IA/IL/WI to facilitate independence and confidence in regional and local marketing activations.
Coulee Creative | 2014 - 2020
Chief Marketing Officer
Coulee Creative is a digital marketing and website agency. My role focuses on creating growth for clients by shaping the way their organizations are perceived online.
Roles & Responsibilites
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Direct marketing and content strategy, using knowledge of strategic messaging and storytelling to create an impact online.
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Project manager for all client projects including building action plans, ensuring deliverables meet project goals, managing priorities for multiple projects, and utilizing technology/apps to smooth out processes.
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Lead marketing and website content production throughout the entire process, including market research, sourcing assets, structuring content for best UX, and copywriting for website and marketing campaigns.
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Add/Edit website content in Shopify, WordPress, Drupal, and Squarespace, configure pages, audit SEO, and ensure quality across responsive devices.
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Execute campaigns to drive online growth through email (Mailchimp, ActiveCampaign), social media (posts and ads), content marketing (blogs/articles), and PPC ads.
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Act as the liaison between the company and clients, managing communication and expectations.
Gundersen Health System | 2012 - 2014
Marketing Consultant
Gundersen Health System is a comprehensive healthcare organization serving WI, MN, and IA. My role as a Marketing Consultant was to conduct strategic marketing services for designated service lines throughout the continuum of the health system service areas.
Roles & Responsibilites
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Understand and analyze data such as service line business goals and revenue forecast, market share, access and capacity, reimbursements, payer mix, market growth projections, and competitive analysis.
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Develop and execute strategic marketing plan to ensure continued growth and profitability.
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Oversee the production in coordination with marketing managers, and design and web teams.
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Review ROI metrics, Google Analytics, SEM/SEO reports, and make adjustments based on insights.
PREIT - Valley View Mall | 2007 - 2012
Marketing Director
Valley View Mall is a shopping mall property owned by Pennsylvania Real Estate Investment Trust. My role as the Marketing Director there was to conduct strategic marketing services in a time when people still loved shopping malls.
Roles & Responsibilites
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Develop strategic marketing plan and budget to achieve goals, impact sales, traffic, and market share.
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Work closely with mall merchants to build positive relationships and maximize sales opportunities.
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Create and execute community-related events and promotions.
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Develop and implement a proactive public relations program, serving as liaison with media.
Ovation Marketing | 2006 - 2007
Account Manager
Ovation Marketing was an advertising agency based in La Crosse, WI, and serving some surprisingly large clients such as Anheuser Busch and CenturyLink. Before the agency folded in 2007, my role was to manage client accounts.
Roles & Responsibilites
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Maintain the relationship between the agency and designated clients.
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Act as the liaison between the client and the creative team to ensure the client’s needs and goals are being met on every project.
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Collaborate on pitches to the client, review and maintain the client’s ad budget and generally handle all communication to and from client and agency team.
Regal Plastic Company | 2004 - 2006
Territory Sales Manager
Regal Plastic is a vendor of all things plastic. My role was to understand plastic properties, types, uses, and create solutions for potential clients.
Roles & Responsibilites
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Maintain current clients and interest new buyers in plastic products and solution-based services.
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Address clients’ questions and concerns and advise clients on cost/friction/weight benefits of plastic versus non-plastic solutions.
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Travel throughout territory to service client accounts.
“Melissa is the complete package; from strategy to execution, she is a modern marketer capable of leveraging all of the tools available in this day and age to drive, measure and evaluate performance. Along with her superb storytelling, that is an unbeatable combination that reduces customer acquisition costs, builds customer loyalty and drives marketing efficiency.”
Jason Craveiro, Founder, WakeMakers
