Melanie W. Email & Phone Number

Davenport, Iowa, United States

United States

Davenport, Iowa, United States

Laid OffSubject-matter expert in quantitative and qualitative data mining, analysis, and curation dedicated to optimizing operational efficiency for GrowPath and its clients. Leveraged business intelligence (BI) platform, Sisense, to create and manage data modeling tables, data cubes, and comprehensive dashboard reports. Responsible for curating and managing data imports from legacy software systems for customers, ensuring seamless integration into the software and data integrity.Key Accomplishments: ● Developed and created standard reports library which was used to generate revenue for the SaaS company and provide insights for customers to generate growth and track revenues for their businesses.● Upgraded entire power BI system including updated data tables, views and revised customer dashboard reports. ● Created and maintained documentation for the design, requirements, and standards for data imports, data management and power BI reporting.

Moline, Illinois, United States

Spearheaded the vision, strategy, and execution of operations and marketing for the entire firm. Designed standard operating procedures and policies for data analysis, performance metrics, and goal setting across organization. Analyzed user data to identify areas of improvement, develop actionable plans to drive market share and new client acquisitions including client demographic and behavioral analysis. Established performance benchmarks and KPIs to ensure ROI of marketing campaigns and operations. Key Accomplishments: ● Implemented custom end-to-end CRM system including migration of data from multiple systems into a single system, almost tripling the income of the firm within an 18-month period.● Overhauled brand strategy, positioning, and messaging, updates resulted in a 50% increase of Marketing Qualified Leads (MQLs), a 30% increase of closed-won opportunities, and an over 100% increase in revenue.● Introduced an automated marketing system which included welcome communications, surveys at key touchpoints, and online review requests, allowing workloads to be shifted to other marketing initiatives.

Muscatine, Iowa

Position eliminated.Compiled and analyzed data from multiple sales channels for progress reports, provided actionable recommendations to maximize programs. Defined marketing KPIs, analytics, and performance metrics, analyzed results and optimized on-going campaigns to ensure ROI. Launched market research programs to track buyer behaviors and purchasing habits to develop targeted campaigns and generate market share. Coached and mentored staff marketers to execute digital initiatives, develop engaging content, and optimize products with targeted SEO strategies, oversaw $4.5M annual budget.Key Accomplishments: ● Directed comprehensive multichannel marketing initiatives, strategic communication plans, product launches, fulfillment programs, seller enablement materials, and eCommerce updates to drive organizational goals, changes yielded 6% YOY sales growth. ● Strategic lead for the deployment of marketing updates across multiple digital channels with external partners including Staples and Office Depot.● Surpassed targeted goals through the execution of measurable marketing campaigns.

Rock Island, Il

Executed direct-to-consumer marketing programs for client-focused campaigns to generate leads and increase revenue growth. Compiled and analyzed data for progress reports, provided actionable recommendations to maximize programs. Defined marketing and sales KPIs, analytics, and performance metrics, analyzed results and optimized on-going campaigns to ensure ROI. Consistently delivered marketing programs on time and within budget. Enhanced customer experience through the development of engaging and targeted content. Compiled and analyzed data to develop reports with comprehensive KPI and performance metrics data.Key Accomplishments: ● Trained representatives on selling / closing tactics, efforts led to boosted annuity sales by more than $300K.● Partnered with senior leadership to deploy direct-to-consumer marketing strategies, results yielded an increase in YOY life insurance sales.

Dubuque, Iowa Area

Designed strategic marketing plans, created communication materials and press releases, and digital marketing strategies for clients in diverse verticals. Identified key issues and develop effective plans for improvement. Aligned communication within the organization. Coached and mentored clients on negotiating marketing contracts, managing third-party relationships, and business objectives. Simultaneously managed marketing and creative initiatives for multiple clients; delivered projects on time and within set budget. Key Accomplishments: 1) Successfully delivered strategic planning and marketing plans to start-ups and small to midsize businesses (SMBs) in various verticals; clients included insurance agents, chiropractors, dry cleaners, and retail / food establishments, among others.

Rock Falls, Il

Delivered strategic marketing plans, community outreach programs, field marketing initiatives, public relations, content development, and digital strategies for the government funded non-profit. Coordinated all aspects of key events; organized schedules for community stakeholders. Secured partnerships with local media groups which resulted in a 50% increase in coverage. Key Accomplishments: 1) Successfully deployed key outreach programs and digital education campaigns to increase governmental transparency and community awareness; developed the Entrepreneurial Opportunities (CEO) program for students to receive education credits through direct contact with businesses.2) Launched automated email marketing programs; results yielded an average 40% open-rate.3) Crafted engaging content and aligned efforts with strategic SEO; changes led to increased digital traffic by 50%.4) Forged key partnerships with community businesses and leaders; efforts led to increased attendance at local events.

Dubuque, Iowa Area

Developed marketing and communications materials for all members banks and clients within the Heartland Financial portfolio. Negotiated vendor contracts and managed third-party relationships to maximize campaign profitability. Oversaw all aspects of client appreciation and community outreach events. Fostered strong partnerships with journalists and media contacts; acted as the main point of contact for all marketing and communications needs. Executed Google Ads campaigns and crafted strategic SEO for all digital assets.

Bachelor’S Degree, Business Administration, Emphasis Marketing

Graduated Magna Cum Laude with a GPA of 3.652.

Media Buying

A three day seminar regarding the principles and techniques of buying media including newspaper, radio, and television.

Newsletter Development