Melissa Dean Email & Phone Number

Remote

Columbia, MD, US

Columbia, MD, US

• Direct client teams with various consulting and analytical needs to drive strategic marketing decisions in retail, banking, and e-commerce industries.
• Initiate and oversee the production and generation of analyses, including MMM, reach and frequency, MTA modeling, forecasting and more, which are then showcased to the client to drive business and marketing decisions.
• Experiment with and explore Generative AI tools across Google, Bing, Merkle’s GenCX, etc. to develop expertise and provide clients with service and knowledge-sharing in the cutting-edge domains of advertising and.
• Oversee Customer Data Platforms for leading food and beverage retailers in a consulting role, designing and executing strategic tests to expand first-party data collection, thereby boosting actionable insights and.
• Specialize in mobile app advertising and consumer behavior tracking, guiding clients and internal teams through mobile measurement strategies and adapting to Apple's iOS privacy updates to maintain in-app tracking.

Columbia, MD, US

• Created opportunities to analyze customer behavior across offline and online search campaigns, bridging gaps in multi-channel marketing strategies using Adobe (I.e. GCLID), Google, and Bing.
• Developed geo-based insights on vehicle purchases and location-targeted search ads, providing strategic guidance to prevent dealership cannibalization and identify opportunities for enhanced digital marketing, thereby.
• Automated lower-funnel marketing insights into an interactive analytics tool, providing real-time updates on digital marketing impact across the entire marketing funnel.

Columbia, MD, US

• Populated MTA Model, using R and Python, on multi-million-dollar display campaign efforts, to guide client into discovering alternative solutions to a last touch attribution model revealing added benefit in campaigns.
• Analyzed and demonstrated a halo effect in customized display campaigns guiding key decision makers to refine retargeting strategies for enhanced customer engagement.
• Strengthened trust and compliance by enforcing strict data privacy regulations, ensuring data security and protecting sensitive customer information, which ultimately supported sustainable business growth and client.

Lake Forest, Illinois, US

• Identified revenue opportunities and evaluated marketing risks through comprehensive research on new and existing customers, enhancing strategic decisions.
• Designed and executed multivariate testing for top-selling segments, testing a "sticker price" marketing strategy against 200K customers, improving segmentation effectiveness.
• Boosted revenue by 4% YoY within power tools and chemical supplies by expanding customer analysis using data mining. Additionally, halved team workload by automating data report generation using Tableau.

Lake Forest, Illinois, US

• Spearheaded the creation of a comprehensive data warehouse with over 3 million rows, facilitating data-driven decision-making that contributed to more than $12 million in annual sales.
• Collaborated with marketing, product, and design teams to develop analytical dashboards tracking revenue, risks, and performance.
• Designed digital marketing Google Analytics dashboards enabling swift identification of and response to campaign dynamics.

Lake Forest, Illinois, US

• Developed and enforced a branding strategy for over 400K products on a Grainger subsidiary platform, ensuring uniformity and compliance across otherwise siloed departments.
• Created a brand risk management dashboard, using SQL and Domo, to monitor and correct branding inconsistencies during major updates to the online purchasing platform.
• Established and managed branding guidelines adopted by over 200 team members and designed a reporting process for consistent branding oversight by 25 content analysts and 20 merchandisers

Cambridge, Massachusetts, US

• Generated pitch deck slides, used to raise start-up seed money for an company built at The Garage at Northwestern.

Oak Brook, IL, US

• Directed research design, testing, monitoring, and reporting for fast casual dining companies and large food processing corporations, influencing over $2M in food and discount concepts.
• Led weekly team meetings, with clients and staff, to update on current projects and solicit feedback based on test results to improve future product testing.

Chicago, IL, US

• Developed and implemented a research-based theory highlighting the benefits of associating Groupon with local buying, through a survey of 5,000 customers and creation of a scoring system that informed strategic.

Cincinnati, Ohio, US

• Assisted in redesigning research for the international relaunch of a major hair care brand, uncovering scent preferences for a $4B product line using advanced facial recognition to analyze responses to various.

Oxford, OH, US

• Aided in the development of 75 students in Mary Lyon Hall using bulletin boards, dorm-wide events, and on-campus speakers.

Master Of Business Administration - Mba, Business

Bachelor Of Science (Bs), Marketing

Bachelor Of Arts (Ba), Psychology