Melissa L. Ernst Email & Phone Number

Aurora, Il, Us

Stäfa, Ch

Arlington, Virginia, Us

As the Senior Director of Digital Marketing, I lead a dynamic team of 12 marketers and external agencies to drive B2B and D2C marketing initiatives targeting educators and education leaders for ASCD and ISTE. I oversee all aspects of marketing, from content development and project management to web optimization, SEO, email campaigns, and paid media, while also managing the marketing budget. I am dedicated to enhancing the customer experience, implementing data-driven strategies, and fostering a culture of innovation and collaboration within the team.*** KEY ACHIEVEMENTS *** Key Achievements:•Merged and managed two independent marketing teams into a cohesive, enterprise-focused unit, fostering a culture of motivation and collaboration to align with organizational goals for ASCD and ISTE.• Led the development and execution of comprehensive B2B and D2C marketing campaigns, with the goal of increased product and brand awareness, lead generation, and revenue growth.• Implemented marketing automation and nurture campaigns, maximizing audience engagement and conversions, with the intention of bolstering the sales pipeline.• Established key performance indicators (KPIs) and targets throughout the marketing funnel, refining attribution methods and program optimization for superior results.• Partnered with the Marketing data analytics team to implement Google Analytics 4 (G4) across both brands, ensuring effective tracking and data analysis.• Developed and managed marketing budgets, optimized resource allocation, and delivered detailed campaign data reports to inform decision-making.

Batavia, Il, Us

Oversaw retention and re-engagement of Flinn Customers through compelling Marketing campaigns that inspired Science Educators. Developed, managed, and owned the success of the marketing strategy, messaging, positioning, and campaigns for lab supplies, safety, and digital businesses by focusing on outcomes and creating omnichannel campaigns.***KEY ACHIEVEMENTS***• Developed the 2019 “Higher Education Marketing Strategy”—increasing 17% YOY sales in the market vertical. • Led retention and re-engagement strategy using wildly compelling marketing campaigns along with developing and measuring success against KPIs across multiple brands and product lines.• Partnered with Sales, Digital Marketing, SEO, and Marketing Analytics Teams to revamp measurement, dashboards, and reporting to enhance KPI tracking, traffic forecasting and budgeting—resulting in 25% YOY traffic and revenue growth. • Developed, directed, and owned the 360 strategic direction for SEM, SEO, Email, Display, and Social Campaigns, campaigns messaging and positioning for lab supplies and digital education platform solutions—aimed at optimizing market share.

Rolling Meadows, Illinois, Us

Directed team of creative and marketing professionals to develop innovative, strategic marketing campaigns and product launches for new and existing consumer electronics product lines. Oversaw development and execution of UX/UI, SEO/SEM objectives for website in collaboration with the Director of eCommerce and department goals. Drove multi-channel engagement, increased product, and brand awareness and improved B2B and B2C sales.***KEY ACHIEVEMENTS***• Directed Channel Marketing and Creative Services Teams to develop highly innovative, strategic campaigns, and new product launches for new and existing consumer electronic product lines across 5 market channels.• Leveraged Google Analytics and Salesforce to develop actionable insights to support strategic messaging and positioning development, execute campaigns, and optimize programs that supported overall value proposition(s) for multiple brands. • Partnered with Digital Marketing, Public Relations, and Marketing Analytics teams to monitor and adapt marketing activities by introducing, leading adoption, and consistently using data-driven decision-making (DDDM). • Led brand activation campaign execution that added 16K email addresses—achieving a 10% YOY social media growth.

Hoffman Estates, Il, Us

POP & Packaging | Brand Standards | Web & Social | Campaign Development | Project Management | RetailDirected and designed brand creative as multi-channel Associate Creative Director for the Claire'sBrand. Managed in-house design team, ensuring the team effectively translated marketing objectives into inspiring design deliverables. Set priorities for group, developed production calendar, and ensured on time delivery of creative. Responsible for providing leadership through team training programs and constructive feedback to ensure dedication, passion and inspiration for my employees.KEY ACHIEVEMENTS:Increased sales YOY with weekly promotions and in-store event execution for Claire'sProject BFF Summer campaign. Concepted marketing campaign for Project BFF initiative, a sweepstakes focused on customer engagement and participation, highlighting real-life best friends as talent in the Summer campaign. Partnered with Director of Marketing and achieved executive level buy in, executed sweepstakes, selected finalists, and planed the in-store and on-line engagement programs including celebrating Best Friends Week and a digital “Acts of Kindness” program. Led my team to conceptualize and execute the visual look of the campaign both in-store and on-line.Concepted, designed and launched flagship store redesign, implementing new color, copy and icon designs for a dynamic, trend-right brand experience. Socialized new guidelines to marketing, store design, franchise and digital teams, reducing double work and increasing cohesiveness while following fashion trends. Provided oversight and quality control of all creative assets & materials for all channels.

Us

POP & In-Store Sigange | Visual Merchandising | Campaign Execution | Project Management | RetailCoordinated cross-functional marketing, Branding and POP teams to design andexecute captivating visual presentations. Developed in-store marketing and visual merchandising POP for 900+ store locations; ensured support of initiatives from design to final in-store execution. Hired and managed advertising coordinators. Developed visual presentation strategy for 28+ visual off-shelf placements for entire retail chain.KEY ACHIEVEMENTS:Managed and organized the 2014 new store concept for test, execution, and executive-level review in accordance with the company’s rebrand initiative. Coordinated internal cross-functional teams to concept and implement strategies within a 4 week time table. Organized daily war room sessions, maintained timelines and organized vendors to ensure the program was completed on time and on budget.Responsible for $1.2 million end cap flipbook and fixture roll-out, focused on corporate “value initiative.” Maximized shelf space for optimal visibility and maintenance, created binder presentation at end cap with 15% more products displayed. Streamlined, documented, and executed POP projects. Greater efficiency saved $300,000+ in shipping cost.Analyzed past data, organized purchase order coding, and revised the 2011 Marketingand Seasonal POP budget for more realistic expenditures. Realized savings of over $150,000 with improved planning and maintenance.

Berkeley, Il, Us

• Hired at this start-up with private-label home organization products to establish package design, website maintenance, & collateral creation.Supervised transfer of all completed design files from private design firm to in-house design studio, for $150,000+ annual cost savings.• Created brand standards for corporate communications, marketing pieces, and tradeshow messaging.• Developed/implemented strategic marketing plans with creative packaging for 200+ retail items sold in multiple retailers including Menards & Container Store.• Designed and supervised the execution & quality management of all package printing from China-based printers. Ensured brand standards were maintained while saving $50,000 per product in print costs.

Chicago, Illinois, Us

• Hired to establish in-house art department and execute HAVI Global Solutions brand management. • Developed/ implemented internal processes, established vendor list, and built relationships with print and color correction vendors for internal Design Studio.• Researched and implemented digital asset management program. Documented branding guidelines.• Project-managed internal communications from concept to completion in dynamic workplace: environmental packaging promotional brochure, trade show brochure, and annual report.• Solicited new Studio projects by presenting at Executive Management meetings.

Bolingbrook, Il, Us

• Managed, designed and trafficked all in-store POP, seasonal signing, ad signage, private label packaging, brand collateral, and email blast/direct mail design. • Coordinated and executed 25+ concurrent, complex projects in fast-paced environment: assigned/monitored projects, provided art direction, collaborated with multiple print vendors and staff Graphic Designer regarding job/print specs, timelines, and attended press-oks.• Responsible for research & design for private label packaging for Ulta jar candles, ensured substrate and print standards, and helped improve merchant’s packaging quality (metallic inks & upgraded corrugate).• Tested/implemented new window banner size & substrate (saturn vinyl) for optimal store presentation.• Streamlined sign numbering and filing system for increased productivity and retrieval. • Ensured that print vendors provided print-ready files and eliminated pre-flight costs, saving $300+ per job.

Chicago, Il, Us

Visual Merchandising Manager, Storewide POPGo to Market Manager (Sept 2003– May 2005)• Monitored projects valued at $5 million; acted as liaison between Merchandising, Creative/Production, and Marketing teams for signing creation and implementation. • Received “Visual Merchandising Award” in 2004 for innovation of Sears’ Home Services campaign.• Project-managed storewide and licensed business jobs from concept to completion: designed signing campaigns based upon brief, hired photographers, attended/directed photo shoots, and went to print.• Developed and executed go-to-market strategies for in-store POP displays and merchandise plans that coordinated NFL cross-merchandising zones throughout Sears stores nationally, specific to regional team. Took design lead across multiple merchandise teams: technology, appliances, apparel, and furniture. • Created and implemented monthly “Drive Time Marketing Plan” for 800 stores to streamline the execution of in-store programs; included visual merchandising & POP info, seasonal planograms and in-store change-outs. Resulted in significant labor savings of approximately 16,000 hours across 800 locations.• Led selection committee for software layout program; trained 20 VMMs on Quark Xpress.Graphic Designer: March 2001 – Sept 2003Junior Graphic Designer: Sept 2000 – March 2001• Prioritized 20+ projects per week. Strict compliance with deadlines and brief parameters.• Created cohesive and engaging large-scale seasonal presentations for Back-to-School and Holidays.