Melissa L. Skinner Email and Phone Number

Responsible for the strategic development and execution of lead generation efforts across the company’s core brands in 62 markets and counting. Build, manage and coach the company’s high-performance marketing team including media planning & buying, digital, creative services as well as the customer contact center to deliver on-brand, customer-focused messaging throughout all touchpoints.Key contributor to Great Day’s growth and success. The company has quadrupled in size in the last 4 years and has seen a triple digit increase in projects as a result of successful execution of lead generation plans. Great Day Improvements was recently named as one of the fastest growing private companies by INC. Magazine and is ranked the 11th largest residential remodeler according to Qualified Remodeler.

Collaborate with VP of Sales and Marketing on the development of marketing, brand and content strategies that support company priorities, drive leads and sales while differentiating the core brands in the marketplace. Manage the strategic development and execution of marketing and advertising for core brands through traditional print and broadcast media, digital media, local events and grassroots initiatives. Work cross-functionally with 13 general managers to develop and execute individual multi-channel advertising plans for retail locations. Analyze vehicle performance and make recommendations for continuous improvement. Direct and manage advertising and digital agencies to ensure proper execution of advertising plans and consistent creative across channels for each individual brand. Responsible for overseeing all web traffic driving initiatives including search engine marketing, search engine optimization, social media and pay-per-click marketing through digital agency partner. Facilitate the development of all sales and marketing collateral for individual brands and parent company. Responsible for developing, monitoring and meeting annual budgets corporately and on an individual location basis.2013 Key accomplishments include: Increased set lead count in comparative stores by 25% while decreasing ad spending by 18% and increased organic search traffic to patioenclosures.com by 112%.

Managed the development and tactical execution of all email, direct mail, print media, broadcast, digital and social media campaigns for the Patio Enclosures brand. Developed all sales and marketing collateral for the organization. Worked cross-functionally with manufacturing and engineering to ensure successful execution of new product launches and development of accurate sales materials. Managed the strategic planning, development and execution of the patioenclosures.com website, winner of the 2012 IMA Best in Class Award. Unique traffic increased 50%, from improved design, optimized content, SEO, and PPC campaigns. Developed brand guidelines to maintain consistency throughout all corporate and consumer touch points. Managed trade show planning, booth design and execution for over 90 shows annually. Evaluated performance to ensure investments delivered on lead generation goals.Developed SoftWall Finishing Systems prototype merchandising display for use in Lowes and Menards. Nurtured and maintained exceptional relationships with media, interactive and public relations agencies, printers, freelance network plus big-box retailers, Lowes and Menards. Managed day-to-day projects, negotiated pricing, resolved performance issues to ensure alignment with company expectations.

Planned, developed and executed all marketing and advertising campaigns. Worked cross-functionally with executive leadership to ensure seamless execution across the chain. Managed advertising and promotions agencies with respect to planning, development, creative design, and execution of all media, signage and marketing collateral. Lead the creative direction and production and of all photo shoots; including talent selection, set design, shot list development, on-set direction, image selection and retouching coordination. Worked cross-functionally with CMO and Director of Trend to identify seasonal focuses and key trends.Coordinated the design, production, execution of all advertising; radio, print media, direct mail, exterior marketing and collateral materials.Managed the design, production, kitting and shipping of all in-store signage for 400+ stores. Developed an RFP process that streamlined all signage production which resulted in a cost savings of $200K annually. Developed the corporate brand standards manual to maintain consistency through corporate and consumer touch points. Co-chaired the planning, development and execution of a company-wide rebranding initiative which consisted of four unique element tiers and various store footprints. Worked cross-functionally with all departments for a seamless rollout.Oversaw the production and execution of all grand opening and remodel marketing. Worked cross-functionally with the Operations, Construction and Real Estate departments. Managed a $3.2M annual budget through monthly expense forecasting and invoice reconciliation. Worked cross-functionally with the finance department on all marketing data analysis to measure effectiveness of campaigns and identify opportunities in order to implement change. Partnered with Vocon, Inc. and brought their interior design plans to life by producing and executing all building art for the new corporate headquarters.

Responsible for the strategic execution of all communicaiton to database customers driving more than 18% of corporate sales. Maintained all vendor relationships for data entry, letter shop, database, web hosting and email blasting.

Managed the execution of the sales flyer which is the organization's primary sales-generating customer communication tool. Coordinated the development and execution of all other direct mail programs and special initiatives.

Managed all marketing functions for Licensed Brand businesses, including print advertising, in-store signing, local store marketing, direct mail and web site. Managed two advertising agencies with respect to planning, development and implementation of national media and all POS. Developed professional business relationships with Sears Roebuck & Co. and BJ's Wholesale Club management.

Developed and executed the marketing and advertising plans for BJ's Optical which included national media, direct mail campaigns and web site promotions. Coordinated all print production including all permanent in-club signage, promotional signage and POS material. Developed and implemented a key item display program within BJ's Optical which increased sales on the featured items by 15%.

Supported marketing manager in the development and implementation of marketing and advertising programs including print media, direct mail and sales promotions. Coordinated the writing and distribution of all field communications to licensed brand businesses. Implemented grand opening program.

Assisted Product Directors and Managers. Managed monthly and yearly movement reports. Authored weekly newsletter to all 600 locations. Organized yearly tradeshow for field organization and vendors. Created presentations for monthly and annual meetings.

Supervised and trained 18 front desk employees. Managed daily cash flow and reconciled shift transactions. Taught "First Concern" (Holiday Inn's customer service class).