Melissa Robenhorst Email & Phone Number

Menasha, Wisconsin, United States

Manage the company’s marketing department, ensuring successful brand management and lead generation to meet the company’s goals. o Cascades the company’s vision and provides clear direction and removes barriers so that the company’s vision is achievable.o Recruits, selects, onboards, and trains new employees.o Provides expectations and holds employees accountable to meeting these expectations.o Manages employees’ performance, conducts performance reviews, and partners with HR on other performance decisions.o Creates/provides opportunities for employees’ growth and development.o Meets or exceeds company lead generation goals.o Identifies, exhibits at, and evaluates events to drive lead generation. o Manages marketing partners to execute strategies to generate leads on all platforms.o Develops the annual marketing plan that will meet company lead goals within the budgeted cost for such leads. o Analyzes the progress of the plan at regular intervals and makes necessary adjustments.o Creates and oversees annual content calendar o Ensures all marketing materials, both internal and external, are on brand, represent the company well, and fit the current strategyo Works with human resources to formulate and execute the company’s employment brand.o Ensures the company’s and vendors’ marketing efforts are cohesive.o Announces appropriate company information to the media and other communication channels pro-actively. o Responds to media inquiries and requests.o Ensures responses to reviews and questions from a variety of sources are responded to accurately and within a reasonable time frame. o Interfaces with community organizations to promote the company. o Provides remarkable customer experiences.o Creates and/or provides creative direction regarding the company’s marketing materials, including marketing campaigns, social media, written materials, videos, graphics, and the like.

Colorado, United States

Denver, Colorado, United States

- Coordinated and managed year-round volunteer and employee engagement opportunities across Colorado, New Mexico and Texas.- Managed corporate sponsorships and giving activities.- Assisted with grant coordination and processes for the Xcel Energy Foundation.- Managed effective working relationships with nonprofit organizations, community leaders, and employees to enhance the company’s image within the community.- Established and led annual Xcel Energy Day of Service event, largest company single-day volunteer event in Colorado for 8 years. Since inception, project numbers increased 82% and volunteer numbers increased more than 700% with new and returning community members outnumbering employees. Results include improved awareness and customer opinion and increased benefit to over 83 nonprofits. Tactics included communications, media partnership, social media, PR and event presence.

Denver, Colorado

- Led & executed multi-faceted marketing plans, managing marketing strategy, budgets, event management, communications, advertising, social media, and nonprofit / volunteer efforts. - Negotiated, executed, and managed contracts, billing, and relationships with external agencies, vendors, and professional sports teams, realizing cost savings of 10-28%.- Established strong market presence at over 400 event days annually across 7 states with total reach of 4.7M, driving various corporate and product strategies. Increased on-site conversion rates of 20% each year, leading to reduced spending and improved results through targeted engagement tactics.- Developed and launched award winning multi-channel campaign. Results included increased online views (averaged 30K within first 2-weeks of campaign launch), decreased average cost-per-view ($.04 to $.02), and increased average view rate (28% to 44%).- Established metrics and ROI analytic research for professional sports and local sponsorships to track value and success. Results included increased brand awareness, improved asset performance, positive customer opinion, and decreased cost.- Interviewed, on-boarded, and managed team members providing training, oversight, and performance reviews.

Denver, Colorado

- Developed strategic, customer-centric advertising campaigns that supported strategic corporate initiatives by directing agency and stakeholders on traditional, digital and social media planning, including corporate compliance and regulated requirements. Forecasted and managed multi-million dollar budgets. - Lead copywriter for a variety of audiences, applications and tactics, and provided proofing and editing as needed.- Interpreted analytics helping to drive efficiencies, data-informed results, and innovative solutions.- Managed strategic insights for proposals, briefs, reporting and leadership presentations.- Set KPIs, monitored media effectiveness and made optimizations enabling realization of 7-year high ad metrics across likability, awareness and opinion.- Oversaw ad agency, sponsorship partners, and vendors and performed contract negotiations realizing 10% savings.- Led cross-functional efforts aligning company goals across internal and marketing communications, web, email, social media, and product teams, resulting in time and cost savings across markets.- Identified opportunities and developed action plans improving processes, such as JD Power corporate goal closure of ~8% and monthly bill promotion resource efficiency of 15 hours.- Managed brand standards for company ensuring consistency, brand positioning and uniformity across channels.- Supervised team members, resulting in process efficiencies, strong collaboration and goal achievement.

Denver, Co

Denver, Colorado, United States

Englewood, Colorado

- Led field marketing and advertising efforts across large retail and consumer channels for PepsiCo beverages across multiple states.- Planned and managed client workflow from project initiation to in-store POP placement and billing, proactively identifying and formulating solutions to potential project challenges and realizing 20% cost savings. - Provided copywriting and editing for radio and TV advertising, sales and promotional materials.- Managed contracts and execution of multi-million dollar media, events and sports marketing sponsorships.- Managed various corporate and local sponsorships to help achieve goals of both the bottler and the PepsiCo brands including contract development, legal approvals, relationship building and in-venue activation.

Denver, Colorado

- Managed projects from initiation through final delivery ensuring deadlines, budgets, and goals were met.- Assisted with new business / product pitches and presentations.