Melissa is an award-winning, results-producing Digital Strategy leader with deep expertise in Digital Transformation, Team Leadership, Optimization, and Personalization with an entrepreneurial spirit and exceptional track record of defining and executing strategic cross-functional engagements to improve the bottom lines of the world’s top companies.Publications, Speaking Engagements & Honors:2020 Adobe Global Customer Experience Strategy Boot-camp Director and Principal Instructor 2020 Adobe Digital Marketing Academy Strategy Instructor and Content Designer2019/2020 Digital Performance Strategy Team Lead & Mentor2019 Adobe Summit: Optimization Foundations PresentationWebinar: Investing in Experience CMO.com: "Running The Marathon: How To Leverage Customer Experience To Increase Sales."Adobe Summit: Perspectives on Personalization from Financial Services Leaders PresentationAdobe Blog: "Personalization and the Financial Industry: Unique Opportunities and Challenges."Webinar: How to Create Converting Landing Pages

Directed optimization strategy to ensure maximized conversions in transitioning potential customers into actual customers. Managed the in-house testing and optimization program; includes defining strategy, conducting research, and performing conversion rate optimization (CRO).Demonstrated success includes propelling the demo conversion rate 253+% over a 2-year period, and consistently increasing revenue while reducing costs. Able to influence internal and external stakeholders on all levels of an organization. Superior leadership, persuasion, training, presentation, and interpersonal abilities. Decisive and proactive. Highly creative with outstanding analytical, problem solving, and critical thinking abilities. • Increase revenue and reduce marketing costs by driving strategic conversions.• Provide mission-critical insight for website revisions by executing conversion testing on Infusionsoft.com, the pay-per-click (PPC) channel, and microsites, and by reviewing and recommending optimization best practices; perform funnel analysis from visitor to revenue.• Project manage the full test lifecycle from test plans to reporting and presenting test results; perform funnel analysis from visitor to revenue.• Analyze data via Google Analytics, Kissmetrics, Optimizely, UnBounce, Usability Testing, CrazyEgg and UnBounce.• Facilitate an increased knowledge base by training on the creation of content that yields improved conversion rates; employ a conversion rate optimization best practices curriculum.• Create website, landing page, and campaign architecture wireframes.• Established the testing and optimization program within Infusionsoft's Demand Generation Department; included the system, processes, and tools.• Delivered a 253.47% increase in the demo conversion rate of Infusionsoft.com since inception of optimization efforts.• Achieved a 93.87% year-over-year boost in PPC channel performance.• Propelled display ad conversion to prospect rate 136.42%.

Led the Creative Services team in delivering content and resources that supported advertising, lead generation, web marketing, lead nurturing, partner marketing, communications, and sales efforts; included managing the art direction of creative projects such as new branding.• Supplied the creative vision and led the architecture and design of the website and email broadcasts, as well as UX and graphical user interface (GUI) website architecture design & wireframes.• Delegated, scheduled, and managed all Creative Department requests. • Performed A/B Split Testing, optimized the website conversion rate, provided interactive design, online advertising and graphic design, Flash design, brand identity and logo design, and illustration.Select Achievements• Chosen as Interim Creative Director 2 months into tenure; retained the responsibilities even after a new Director was hired; reported to the CMO.• Doubled infusionsoft.com product demo opt-ins / viable prospects via optimization best practices & testing.• Provided the creative and art direction for InfusionCon 2012, Marketing in Motion Conference; included concept pitch, new branding, an interactive website designed and launched within 3 months, event print brochures, signage and other collateral. • Storyboarded, illustrated, animated, and programmed a Flash demo video.• Co-created a new brand identity for the company in collaboration with the new Creative Director and an external agency; included logo, color palette, and mood boards.• Substantially improved project management efficiency by implementing a Creative Services project management system and processes. • Wore multiple “hats” as needed; included Designer, Copywriter, Website Coder, Email Marketing Specialist, Website Architect, Website Tester, UX Designer, User Testing Analyst, Creative Project Manager, Art Director, and Creative Director.• Honored as the Infusionsoft Marketing SuperStar for serving as Interim Creative Director, September 2011.

Spearheaded logo design, web portal development, Flash banner campaigns, email design, landing pages, UX / GUI eCommerce interface design, and Flash tutorials; co-branded affiliate campaigns and cross-channel / cross-medium campaigns for scholarships and video contests.

Facilitated increased conversion rates by designing, animating, and programming Flash websites and banner ads; animated and programmed individual segments of enterprise-level interactive Flash roll-outs in collaboration with multiple departments. • Clients included Gillette, Oral-B, AT&T, Home Depot, Holiday Inn Express, and Saab.