Melinda Byerley🦉 Email & Phone Number

San Jose, Ca, Us

San Francisco Bay Area

There’s nothing I love more than watching a fellow marketing executive grow their business, hit their KPIs/MBOs/OKRs, and become a longstanding recognized marketing hero to their company. After 20 years in Silicon Valley, and as a serial entrepreneur myself, I know what your leadership team, especially your marketing leadership team, is going through: internal debates with engineering or finance about marketing effectiveness, hiring and financing challenges, under-resourced staffing with content that needs to be done NOW, and just the general feeling of not knowing what you don't know. And I know about the sleepless nights that founders, executives, and marketing leaders have far too often, because of what’s at stake. So I created Fiddlehead to be the marketing partner I always wanted when I was in-house: a firm that is always on your side and dedicated to your personal success as a marketer. We get excited when you get recognized for driving results at your company. When we do execution work, we do it right, from the ground up, with metrics you can trust. And this isn’t just theory for me or for my team. We can be your thought partner on marketing campaign objectives, budgeting, and organizational behavior problems; but we can also create dashboards that actually help you make decisions instead of further confusing you, dig into your Google Analytics code to fix a problem, or solve your toughest SEO and Content Marketing problems. We’re ready to stand at your side as we battle through all kinds of obstacles together.

I'm frequently consulted for podcasts about digital marketing strategy, leadership, remote work, and marketing analytics. Representative Podcasts are in attached media:✔️ Sprinklr Coffee Talk with Marshall Kirkpatrick✔️ Everybody Hates Marketers with Louis Grenier✔️ The Businessology Show with Jason Blumer

Teaching myself about how AI is going to change marketing, specifically. https://melindabyerley.substack.com/about

San Francisco Bay Area

Guest writer on marketing topics including: * How To Keep Your CMO Job Longer, 2019* It's Not You, It's Them: 10 Signs Your Technical Cofounder is Struggling, 2016* Growth Hacking Has Two Phases- and Using the Wrong One Will Sink You, 2015* Why Growth Hacking is Failing Us, 2015

Current Topics include:* CMO Tenure: why it's so short, what can be done* The End of Growth Hacking, The Return To Quality* Why Marketers Aren't Using the Data They Get* Remote Work Leadership LessonsSpeaker Reel available upon request. Upcoming Engagements: ✔️ Guest Lecturer, University of California Berkeley: Executive MBA Program✔️ Startup Grind 2020, Palo Alto CA: Fireside Chat Host✔️ Marketing Analytics Summit June 2020: "I walked a mile in your shoes, and boy am I tired" Representative Past Engagements: ✔️ Growth Marketing Conference December 2019, San Francisco:- Mainstage Host: introductions for 4 mainstage speakers- Fireside Chat Host: Andy Johns, "Back To Basics- How our Obsession With Metrics Is Stifling Innovation"- Speaker: "Marketers Have the Data, So Why Aren't They Using It?"- Track Host: Analytics and Attribution- Panel Moderator: "The Impact of Privacy Legislation on Marketing Analytics"✔️ Social Media Strategies Summit March 2019, Keynote Speaker"Fantastic Influencers and Where to Find Them" Webinar Version is here: https://www.youtube.com/watch?v=85vH5R_EyqI&t=4s✔️ University Guest Lecturer, 2013- PresentCornell University Johnson Graduate School of Management- Core MBA Curriculum: Digital Marketing Research Methods and Case Study, Analytics and Attribution, Implementing Scrum at Scale- Cornell Tech, NYC: Choosing Digital Marketing channels as PractitionerBabson College Entrepreneurship Program, San Francisco: Digital Marketing. Students stayed three hours to continue the conversation2020: University of California, Berkeley✔️ "Better Data Presentations" Training session Growth Marketing Conference 2017✔️ "Trends in Virtual Goods and Payment Solutions" Virtual Goods Conference 2010

San Francisco Bay Area

Now in its third season and heard in over sixty countries, Stayin' Alive in Tech guests have included Tom Peters, Avinash Kaushik, Cindy Gallop, Philip Rosedale, Jim Sterne, Elisa Camahort Page, Howard Rheingold, Rand Fishkin, and most importantly; many people you may never have heard of whose stories have never before been told.With an average listening time of over 45 minutes, Stayin' Alive in Tech is the only podcast featuring in-depth, long-form, oral history of Silicon Valley. If you or someone you know has a great story to tell, visit https://stayinaliveintech.com and let us know, or send me/us a line on Linkedin or Twitter.

San Francisco

Vendorsi was born out of my own experiences choosing marketing technology--everything from big ecommerce platforms to tiny free social media tools. Getting reliable, objective information about the martech tool space was impossible, so I decided to fix it. Unfortunately the market didn't agree, so it was time to move on. The feedback we'd gotten from our consulting clients was unmistakable--they wanted more. So I founded my next company immediately thereafter.

San Francisco Bay Area

Real Time Audience Response via SMS, Twitter, and the Web. Bootstrapped and profitable, Poll Everywhere is used by over 40% of the Fortune 1000, and over 100,000 educators worldwide, including over 4,000 colleges and universities. First non-founder C Level hire. Developed and executed marketing strategy, including product marketing, paid acquisition, PR, and business development. A desire to maintain confidentiality precludes me from discussing results here.content created:webinar and blog post series by noted industry experts, generating highest blog traffic. the clicker museum (integrated marketing campaign around a trade show that included a real life museum, and supporting website and social media campaign)Discovered storify and made this out of it: https://storify.com/PollEverywhere/what-college-students-really-think-about-clickers

San Francisco, Ca

PlantSense created the EasyBloom, also sold as PlantSmart by Black & Decker; an internet connected device that brought innovative hardware together with a proven internet business model to disrupt and improve the way people garden. In a challenging environment, helped groom company for acquisition by Parrot, where it has gotten new life at the 2013 CES as FlowerPower (if you're a gardener you should check it out at http://www.parrot.com/flower-power/). * Corporate strategy and business development, including fundraising and final sale, as right hand to CEO and working closely with Board. * Managed all aspects of business relationship with Fortune 500 business partner and marketing team including Direct Response TV production and launch. * Led Corporate PR efforts, generating coverage on the Today Show, New York Times, and several key garden blogs* Internet product roadmap and design, including iPhone application * Established social media channels, generating over 800 Twitter followers in < 3 months.content created:Direct Response Televisionmanaged horticulturist content creation team for blogging: http://www.easybloom.com/wordpress/index.php

* Drove Second Life's $256M virtual goods economy with 25% share in the US Market for virtual goods to record growth and profitability. * Created company's virtual goods messaging, conducted press interviews and did public speaking on virtual goods for Second Life, including community messaging and communications* Business lead for intellectual property issues* Product flow and design for company's first Web to Second Life client product, Linden Homes, rated highly for its innovation and ease of use. Exceeded business goals by 3x. * Created one of Linden Lab's first integrated marketing campaigns for virtual land pricing change; exceeded business expectations.* Strategy and roadmap for new ecommerce website, marketplace.secondlife.com.* Selected for leadership development program within 60 days of hire.content created:Speaker, Virtual Goods Summit 2009All the copy and videos on Shopping and Land (wrote the copy; managed the team creating the videos)Extensive community communication on intellectual property issues, marketplace policy, and product announcements. This included blog posts, FAQ, community office hours and in world events.Speaker, SL Pro Community ConferencePanelist: Engage Expo

*International eCommerce business unit strategy and forecasting*Decreased CPA by 40%*Defined, Selected, and Implemented eCommerce platform and payments processing vendors. *Defined product marketing integration*Designed and executed company's first social media marketing strategy.

* P&L owner for download games business* Generated record revenues, traffic, and conversion rates* Developed pricing strategy and virtual currency business model* Produced company's first integrated marketing campaigns* Product Marketing and Merchandising strategy and execution* Web Analytics and A/B Testing strategy, implementation, and vendor management (WebSideStory-HitBox-Offermatica)* Customer research* Social Media MarketingContent created:Press releases, manage content marketer for game promotion, blogging, community management

*Led product marketing and merchandising for $500M internet storefront(www.paypal.com/merchants). *Raised conversion rates from 2.2% to 29%, including generating the most profitable leads, a record that still stands. *As marketing lead for re-design of Website Payments Standard payment flow, generated 5% point increase in conversion rates, adding $250 million in annual Total Payment Volume. *Created/Implemented search engine optimization strategy.

* Managed Strategy and P&L for $175+ M Car Electronics and Gadgets Categories. * Improved marketplace growth from -5% to 25% in less than a year. * Led a six person cross functional team examining and resolving intellectual property challenges. * Brought 2 new technology products to market with 3rd party provider.

Mba, Finance And Strategy

Activities and Societies: McAllister Speech Finalist; Special Honors in Management & Leadership and Negotiations

Bfa, Theatre Arts--Stage Management

Activities and Societies: John L. Clark Award for highest GPA in my major (3.9) Illinois State Scholar, Student Senate