Melissa Kelly Email & Phone Number

Batavia, Illinois, US

• Ownership of the digital and media customer experience (CX) of Attract, Convert, Retain, and Measure for online and in-store sales. Television, online video, audio, SEM, SEO, online merchandising, user experience (UX).
• Leads an inspired team of ~60 staff members plus agencies and media vendors to drive the omnichannel view of the shopper with a focus in agile business management.
• Daily management of a full technology stack transformation to Adobe Analytics, Launch, Target, Campaign, AEM, Tealium, Spryker, and native Aldi app.
• Overall, $6B total in incremental sales have been driven since 2018, both in-store and online with 25-40% of in-store visits touching a digital ad.
• Digitally transformed television, video, audio, display, and social media into an addressable performance media business leading to a 60% reduction in CPM, 8% increase in reach, and over $3B in incremental revenue.
• Established the SEM and SEO channels which drive over 50% of the last click traffic to Aldi.US and referral to shop.aldi.USOverall traffic to Aldi.US is up 70M visits annually since 2019.

Wood Dale, Illinois, US

• Directly owned Ecommerce Marketing, Merchandising, and IT across all paid, owned, and earned assets inclusive of print and brand development.
• Drove growth in revenue performance by 10-30% YoY on flat spend comps due to driving change management within the on-site experience, top of funnel brand development, bottom of funnel demand capture techniques, and.
• Leveraged customer and product level data to strategically craft the Design Toscano brand for long term growth and success.

Madison, Wisconsin, US

Bespoke is a Talent Acquisition and Optimization firm who places Tier 1 Enterprise Sales Executives with Pre-IPO sales firms who sell to retailers and others. In retail, Bespoke clients focus on marketing technology (video, digital media buying/brokering, etc), ad tech, inventory logistics, data science/business intelligence, and more. I support Bespoke in.

Chicago, IL, US

• P&L accountability for $200M of digital media spend and $1B+ of revenue across SEM, Social, SEO, PLA/LIA, Affiliate, and Display marketing channels with additional halo to brick and mortar stores.
• Improved operating profit by ~15-20% YoY through local digital levers, channel analysis in audiences/customer segements, programmatic media buying, and profitable growth in key areas including SEO to diffuse the cost.
• Key responsibility for strategic development and performance of the digital marketing channels for the full line store business units within Sears and Kmart across desktop, mobile, tablet, all geographies, and all.
• Leveraged customer data by partnering with a team of data scientist on customer lifetime value based on entry purchase vertical and downstream value adds.
• Partnered with engines, agencies, and other third parties on tracking online media dollars to in store sales, which provides deeper visibility into the proper media mix that will support the organization’s.
• Focused on excellence in operational process flow through coaching and educating an inspired team of directors, managers, and specialists.

Chicago, Illinois, US

• Led and reformed FTD’s Ecommerce marketing strategy in brand development, attribution and lifetime value models, customer segmentation, mobile marketing strategy, channel infrastructure, investment strategy, and.
• Worked concurrently with cross functional teams in retention and loyalty, merchandising, design, creative, logistics, product management, IT, and finance to drive towards the long term strategic pillars such as EBITA.
• Leveraged strategic relationships with Google, Yahoo, BloomReach, Facebook, etc. to stay on top of softening gross margins and increased marketing costs
• Comprehensive profit and loss (P&L) responsibility for 50-70% of the annual revenue and contribution margin (CM) of the Online Business Unit at FTD.com. This equates to 25% of the business at large.
• Overall accountability for the general management and strategic direction of FTD.com through online merchandising and acquisition marketing across desktop, tablet, and mobile platforms
• Led a staff of managers and specialists in their daily tasks to achieve annual revenue plan, grow CM YoY, track and report on KPIs, and develop price, promotions, and margin plans

Chicago, IL, US

• Performed as both a channel manager and a single point of contact for internal business units directly managing a total revenue stream of $100-300M annually between Sears and Kmart with a budget range of $12-50M
• Grew and exceeded sales plan for the Datafeeds and Comparison Shopping programs by +100% Y/Y; grew one of the largest retail SEM programs by +20% Y/Y
• Business relationship owner responsible for planning, tactical implementation, and analysis of online marketing for Consumer Electronics, Apparel, Outdoor Living, Toys, and International business units
• Managed all online marketing channels for assigned business units inclusive of SEM, SEO, Affiliates, Comparison Shopping, Email, Social Media, and Display to achieve BU goals for top line growth in digital revenue
• Collaborated with cross functional team members such as merchants, product managers, and business intelligence to drive incremental YoY revenue for said business units
• Negotiated with partners on media invoice orders and contracts to drive incremental growth

Tampa, FL, US

Develop and implement online marketing strategy including but not limited to SEO (organic and paid), Web 2.0, content management, paid listings, online tools and survey, social/professional networking, and online advertising

New Business Development/Online Marketing for 3 national retail brands