Melanie Wolff Email & Phone Number

Santa Monica, Ca, Us

Playa Vista, California, Us

Oversee operations and strategy at Brella including programming, partnerships, marketing, staff, and finance.About BrellaBrella is a new model of on-demand child care center that combines flexible scheduling with high quality care. Our fully licensed program features an enrichment-based curriculum, age-appropriate classrooms and caregiver-child ratios. Unlike traditional daycare centers, Brella's flexible child care is priced by the hour with no long-term contracts. Additionally, Brella offers optional onsite amenities for parents, including work space (individual workstations, meeting rooms, and phone booths) and curated wellness classes (yoga, meditation, parenting classes). Parents may also leave the premises and return to the office, home, or wherever they need to be. Brella Playa Vista will open Spring of 2019.

New York, New York, Us

Launched marketing strategy for the leading online marketplace for art and antiques and collectibles.Hired by top venture capital firm to rebrand and reposition established global marketplace, following a recent acquisition.Conducted customer segmentation and launched analytics program to better understand demographics, purchase motivations and behaviors across bidders and auctioneers. Oversaw rebranding efforts including development of brand positioning, execution of agency RFP, creative review and launch planning.Developed marketing plan focused on driving ROI and awareness. Leveraged premium content to improve SEO and build community. Optimized PPC channels to drive conversion. Established acquisition partnership opportunities across online and offline channels. Launched retention program by onboarding a new ESP and overhauling existing emails by introducing personalization to improve key engagement metrics.

Jersey City, New Jersey, Us

Managed all customer acquisition and retention programs for Soap.com and Vine.com. Responsible for establishing brand strategy including brand positioning, creative development and media planning.Activated marketing plan across online/offline channels including outdoor, direct mail, online radio, video, inserts, social, SEM, affiliate, online and mobile display and partnerships. Emphasis on direct response channels with measurable ROI. Maintained efficient cost of acquisition while testing new channels and driving innovation. Conducted customer segmentation and developed a retention strategy to increase repeat rate, basket size and category penetration. Drove improvements in open rates, click through and conversion across retention email programs growing revenue from this channel by 10%.Led repositioning of VineMarket.com including all rebranding efforts and media planning. Identified key partners to amplify marketing budget and establish brand’s authority in natural/organic grocery.

Sourced investment opportunities, worked closely with portfolio companies and served as fund’s marketing manager.Identified investments in digital media, consumer and information services. Aided portfolio companies on marketing strategy. Strategic guidance included user experience across mobile and digital devices, new user acquisition and retention tactics and overall brand strategy and awareness. Drove communication strategy and vendor search to establish portfolio companies as knowledge leaders in their respective industries. Managed fund’s marketing including co-producing a 300-person event and a NY Times best-seller book launch.

New York City, Ny, Us

Drove innovation across emerging technologies and multi-platform initiatives for Bravotv.comDeveloped new products for ITV, mobile, gaming, social and multiplatform initiatives to engage fans, build awareness and increase revenues. Initiatives drove on-air viewership and increased page views by 5%.Created and launched an award-winning social platform that increased social reach by 10% in one month. Developed and managed a gaming/virtual goods initiative that increased weekly registrations 6x. Managed cross-functional team to ensure brand consistency across new platforms.

New York City, Ny, Us

Member of GE Leadership Rotational Program with a focus on Commercial Development.Developed client integration strategy for Sunday Night Football and the Vancouver Olympic Games.Completed GE leadership training: Marketing, Sales Effectiveness, Six Sigma and Leadership.

New York, Ny, Us

Developed marketing strategy for the transition of Zyrtec from prescription to over-the-counter.Managed team of 3. Worked directly with senior managers to build strategic vision and deliver $350 million in first-year sales. Managed $3mm budget. Helped align stakeholders including management and retailers, e.g. Wal-Mart.Reengineered process for creating integrated marketing strategies leading to 25% cost efficiencies.Developed communication architecture to identify messaging and tactics around all consumer touchpoints.• Led 25-person cross-functional team during $1million commercial production. Coordinated and motivated team under tight time constraints. Delivered product that doubled brand awareness in six months.Designed and oversaw qualitative and quantitative research including segmentation, concept testing and positioning.Nominated by the President of JWT New York for WPP “High Potentials Leadership Program.”

Mba, Management

Ba, Art History