Melissa Carr Email & Phone Number

Norton, Ma, Us

Created Horizon’s digital marketing foundation & strategic road-map from the ground up via research, sourcing, development, execution, analysis & optimization of customer personas, journeys, branding, content marketing & social media presence to deepen engagement and increase customer sales for Horizon’s extensive beverage portfolio. • Instilled digital marketing competencies (Website UI/UX, Paid/Earned/Owned Media, E-Mail, Affiliate Partnerships), defined business plan requirements, manage marketing budgets, processes and personnel for effective cross-functional collaboration among internal and external teams• Lead Horizon’s portfolio managers & strategic partners through marketing campaign & editorial calendar processes to achieve brand/category objectives for product launches, online merchandising, and events by prioritizing content that best engages, educates and excites Horizon’s audience resulting in increased foot traffic to retail stores & restaurants for purchase/consumption• Identify and implement online customer service & social selling (CRM) platforms resulting in a more personalized user experience• Created search engine optimization strategy to establish expertise, authority, and trust in the beverage alcohol industry executed via an SEO plan that includes on-page content and metadata, internal linking, back-linking, and technical optimization supported by ongoing research & analysis in BrightEdge and GA4/Google Search Console for keywords, competitors, and currently ranking content to achieve increased website traffic and engagement per KPIs for Organic Listings, Local Pack, Featured Snippet, and People Also Ask that support the company’s overall marketing goals as a local service• Managed e-commerce platform development to empower our sales force with new technology including collaborative planning tools & in-app messaging, to optimize Beverage Program management partnerships

Norwell, Ma, Us

Developed multi-channel marketing communications campaigns and digital marketing strategies; improved processes for global marketing operations including database asset management(DAM), online services and web development, catalog print production and translations; product marketing; extensive budget and vendor management.• Directed external agencies in the creation of PartyLite’s first-ever Corporate, global branding — from authoring RFP and strategy mapping through development and training of international employees to use Brand Guidelines and Templates for improved brand awareness and consistent customer experience worldwide (Won Company Achievement Award)• Managed worldwide marketing collateral creative development from writing creative briefs and project timeline establishment through print production for over 100 projects per year including 68-page semiannual catalogs executed as 4 versions in 21 languages and enhanced with Augmented Reality (AR) and QR Codes• Instilled continuous process improvement culture resulting in major team structure changes and enhanced worldwide cross-functional partnerships with Product Development, Supply Chain, Manufacturing, Finance, and Demand Planning• Collaborated with Category Marketing creating product line launch presentations including digital merchandising and curated online shopping experiences to garner stakeholder buy-in and to support global field sales training

Norwell, Ma, Us

Managed all non-catalog global marketing communications: website content, e-commerce shop, promotional videos for social media, sales training materials, etc.• Established company-wide best practices for improving customer’s user experience, engagement and conversion for global e-commerce, websites, video, apps, mobile, and social media• Actively involved in product development including competitive shopping & trend watching, partnered with product design & category marketing teams to create story/theme for each season, participated with fragrance houses & extended team to shape the portfolio, collaborated with packaging design, demand planning, global sourcing, supply chain, and quality assurance teams for go-to-market as well as business analysts on performance to ensure product line performance met targeted KMIs and margins• Managed production of worldwide promotional product videos, earning Telly Awards’ highest honor for "Love at First Bright" - Internet/Online Commercial in Collectibles/Gifts category and a Bronze Award for Visual Effects

Norwell, Ma, Us

• Managed award-winning global projects to upgrade worldwide corporate (.com) websites and online marketing for the first time in 10 years, and simultaneously launched the Company’s first e-Commerce (.biz) websites increasing brand awareness, lead generation, and online sales (Won Company Achievement Award)• Served as subject matter expert and cross-functional leader to plan and execute online infrastructure including websites’ wireframes, user experience (UX), user interface (UI) and design, file nomenclature, style guidelines, content development and translation, front-end testing (UAT) and search engine optimization (SEO) for 18 local language translated sites• Partnered with VP Technology to educate stakeholders on how to market online in a traditional direct sales culture

Us

Clients: ACE Mortgage Funding, Indymac Bank, GMAC Mortgage• Co-developed lead incubation email product used by various clients including GMAC Mortgage; winner of MarketingSherpa Gold Award for “Best Automated Email Series”• Managed email marketing retention/cross-sell program for Indymac Bank resulting in an average 35% open rate, 20% click-through, and 15% response rates • Oversaw direct mail, telemarketing, and email-marketing programs' segmentation, execution, and analysis for Ace Mortgage Funding garnering an average $900 cost per funded loan (acceptable industry metric was $2200 CPFL) for enhanced return on investment

Boston, Massachusetts, Us

Clients: Dunkin’ DonutsSupervised all aspects of strategy, execution, promotion, and analysis for client's campaigns.• Dunkin’ Donuts: first-ever customer loyalty micro site (featured online games, quizzes, e-cards, videos) resulting in acquisition of 75,000+ new registered users and 400% increase in visitors’ average time spent on the brand’s site; Winner of Bronze Francis W. Hatch Award for “The Best Website” (Ad Club of N.E.)• Established and implemented creative development processes for the agency resulting in increased efficiency and improved quality of work • Created and ran internship program

Boston, Massachusetts, Us

Clients: AT&T, General Motors• Acted as primary client contact on day-to-day development and management of Print Direct & Email Marketing campaigns, Online Advertising, and Website Development & Optimization for consumer loyalty programs, affiliate marketing programs, and new product launches• Directed creative, production, technological, and studio teams’ execution of marketing initiatives guaranteeing client needs were met seamlessly, on-strategy, on-time, and within budget to maximize sales and profitability• Recommended and conducted analytical testing for programs including creative versioning, messaging, offers, and channel selection based on KMIs; ensured future initiatives were succinctly targeted based on test results

Clients: Gillette, Duracell, Oral-B, Braun· Developed and executed National Trade Marketing programs to enhance brand presence and increase sales in the nation's top supermarkets utilizing print, radio, and other media vehicles. Programs included in-store demonstrations, NCAA and MLB sweepstakes, direct mail, coupons, special packs, sporting events, etc.· Managed budgeting and corporate finance initiatives to effectively service client accounts and maximize net revenue