Melissa Pappion Email & Phone Number

Baton Rouge, La, Us

Foster City, Ca, Us

Ingelheim Am Rhein, Rhineland-Palatinate, De

Savannah, Georgia, Us

Atlanta, Ga, Us

Lead the day-to-day activities of public relations, social media, and digital marketing teams to develop integrated campaigns for Home and Outdoor Living consumer brands including Yankee Candle, Woodwick, Chesapeake Bay, Coleman, and Contigo; specialize in social media, digital marketing, paid and organic media, copywriting and editing, content strategy, online and consumer branding, and Direct-to-Consumer (DTC) marketing.• Direct overall content strategy and content marketing plan development for 50+ brands with outputs including brand voice and tone, audience personas, customer journeys, content ecosystems, and messaging frameworks. • Drive end-to-end development process and content lifecycle strategy and evolution including planning, authoring, editing, testing, and updating content; ensure alignment of content with brand standards and search and user experience optimization. • Project-manage digital marketing, Customer Relationship Management (CRM), and eCommerce strategies for website content hubs including user experience, design, A/B testing, tracking, and content changes.• Employ strategic brief knowledge to lead digital campaign development including creative and media strategy; collaborate with brand and channel marketing teams to address all touch points throughout campaign.• Interface with analytics business partners to drive accountability, optimization, and recommendations based on dashboards and analyses; enforce SEO best practices to drive organic traffic. • Guide/supervise a 14-person team encompassing managers and assistant managers; optimize performance and provide ongoing leadership and support by identifying strategies to spark employee engagement. • Built mutually beneficial relationships with cross-functional teams/stakeholders to achieve digital content efforts; designed/managed Coleman influencer program to drive traffic, generate digital assets, and spur engagement.

Atlanta, Ga, Us

Developed, drove, and implemented branded content marketing strategy for selected groups of omni-channel partners such as DTC, Marketing, Retail and Wholesale to build strong, collaborative working relationships within an apparel and luxury goods manufacturer; specialized in global and retail marketing, brand communications, online branding, content strategy, social media, and eCRM. • Produced and published high-quality content, through interpretation of metrics and marketing strategy, to drive brand awareness and education; partnered with Creative, DTC, Marketing, Retail, and Wholesale teams to ensure that each project was on strategy, time, and budget. • Utilized the corporate marketing calendar to create an online editorial calendar; maintained calendar and production schedules for site updates including home/category pages, landing pages, and other enhancements. • Gathered and facilitated the translation of omni-channel requirements into technical specifications for DTC implementation.• Developed marketing programs/content for promotion in store and on mall websites.Selected Accomplishments/Primary Projects:• Developed and executed content strategy by partnering with like-minded brands such as STOXBOX, Rent-The-Runway, Sugarfina, GLAMSQUAD, Clinique, and Laundress to drive sales and engagement. • Drove $19.1M in net revenue through various marketing channels and branded content, 2014.• Created/executed a creative brief and work order process to capture omni-channel strategy and design requests.

Atlanta, Ga, Us

Elevated the Spanx and Assets brands by providing enhanced consumer and brand experience online; specialized in global and affiliate marketing, brand communications, online branding, social media, eCRM, CSE, and SEO/SEM.• Crafted a social engagement strategy that fostered brand-building and customer loyalty through targeted messaging.• Created and executed a dynamic, brand-reinforcing online marketing strategy that supported customer acquisition, retention/loyalty, and education for all brands through affiliate marketing, social media, comparison shopping engines, SEO/SEM, retargeting, display ads and email marketing. • Collaborated with internal DTC team to develop effective online marketing plans and nurtured external agency/vendor relationships globally to support/execute/optimize online channels; maintained direct responsibility for online marketing analytics, reporting on key business metrics, and customer behavior analysis.Selected Accomplishments/Primary Projects:• Drove net revenue of $3.4M (2010), $6.7M (2011), $8.4M (2012), and $9.1M (2013) through various online marketing channels.• Increased the number of Facebook likes from 6,734 to 143,887, in 2010.• Adopted new online marketing channels; drove $525K in new net revenue, 2011.• Enhanced email offering for the consumer worldwide through flash sales, personalization, and loyalty rewards; grew the email opt-in list by 43%, 2011.

Fostered strong client relationships and maximized team performance in developing 14 accounts, including the Bermuda Department of Tourism, Verizon, U.S. Census 2010, U.S. Navy, Jeep, Walmart, Harris, MGM Grand Detroit, and Subway, for a $833.7M full-service marketing communications agency; well-versed in SEM campaign management and optimization practices with a strong knowledge of other digital performance display media vehicles (i.e. CPA-driven display, affiliate marketing and Ad Exchanges).•Oversaw online advertising campaigns, Flash demos, websites, mobile initiatives, eCRM projects, and direct mail; maintained consistent creative strategies to communicate brand in multicultural campaigns and advertisements. •Managed all direct marketing campaigns; tracked architecture and executed and configured custom reporting across multiple analytical platforms. •Created, managed, and analyzed paid search campaigns across multiple search engines. •Implemented digital marketing strategies for SEO; conducted optimization techniques, built links, researched keywords, wrote social media content, and generated tracking reports.•Managed client social spaces/blogs to encourage user-generated content for promotional and community brand relationships.Selected Accomplishments/Primary Projects:•Won Media Week’s Best Multicultural Campaign of the Year Award for Census flash banner ads targeting African Americans and Portuguese communities as part of the National Education and Awareness campaign. •Led direct marketing programs that achieved ROI of $10.5M.•Developed a micro website for the U.S. Navy; garnered 21 Navy contracts and cultivated a positive brand image amongst African-American students. •Increased travel bookings by 47% for JetBlue and the Bermuda Department of Tourism. •Instrumental in creating and developing a partnership between Ancestry.com and Walmart that increased African-American perceptions by 20%, outperforming Target, McDonald’s, and Allstate.

Crafted and implemented strategic eCRM planning to grow consumer acquisition and retention, monitoring trends through analysis of Endeca, Webtrends, Responsys, revenue, and redemption data. Trained and led Sales and Product Management departments to implement customer service improvements and call center scripts that significantly reduced average handling time.

Beverly Hills, California, Us

Supervised all marketing efforts in 2-state area. Developed online promotions and ensured brand positioning for all client/partner advertising. Developed and implemented brand strategies and marketing programs to meet business growth and profit objectives for the Detroit Lions, Pistons, Red Wings, and Tigers.

Atlanta, Ga, Us

Master Of Communications, Public Relations

Master Of Business Administration - Mba, Marketing

Bachelor Of Science - Bs, Marketing