Ryan Melius Email & Phone Number

Austin, Texas, Us

Austin, Texas, Us

• Leading marketing department for tax products division by casting vision, developing long term strategies, tactics, and accountability for measurable KPIs; contributes to organizational direction through ideation, market research, analytics and leadership • Built out marketing team, creating a high performance culture that empowers team members, encourages creativity and maintains a proven track record of growth • Marketing lead for Walmart MoneyCard product offered in ~30k locations nationwide, driving consistent growth YoY• Overperformed in mature market by developing user personas, and mapping messaging and advertising channels to personas to improve personalization, yielding greater results on digital engagement and MQLs• Boosted lead generation through integration of multiple complementary digital initiatives including marketing automation, web personalization, AI, and digital advertising components, all synthesized into Salesforce ecosystem• Propose and manage multiple concurrent initiatives including the design of multiple responsive web properties• Designed and drove implementation of self service platform which services over 300K customer inquiries annually• Developed B2B influencer strategy which has driven brand awareness and reinforced primary USPs, with long form content and video from industry influencers; gated content played key role in lead generation

La Jolla, Ca, Us

• Design coordinated advertising campaign deployed across multiple channels, driving sustained growth and positioning company for $400 million acquisition by Green Dot Corporation• Oversee all aspects of marketing including communication of vision, strategy and reporting results to executive leadership• Effectively manage internal and external corporate communications• Steward brand’s identity, authoring dramatic overhaul of company ‘voice’ to accurately reflect brand and relate to SMB audience of independent tax professionals• Architected UI and digital strategy for multiple web properties, driving initiatives with cross-functional teams while delivering projects on schedule• Conducted primary research to identify trends & opportunities, inform product development, identify trends, and drive marketing strategies & campaigns; reported findings to executive leadership

La Jolla, Ca, Us

• Led the creation and transition to new brand identity after divestiture of division from Pacific Capital Bancorp including customer retention campaign• Cast vision and built dominant brand within refund settlement vertical• Modernized email communication, increasing content personalization, and multivariate testing to drive email engagement• Manage design and messaging of outgoing client communications and advertising. • Authored and drove extensive, successful reputation management initiative that provided industry’s first positive response to consumer group criticism including: o Created and drove successful content and keyword strategy including multiple microsites that quickly ranked o Implemented organic SEO and social strategy that successfully suppressed negative search results o Created industry-first association promoting positive content including integrated multi-media campaign with interactive web content, long form content, infographics, social feed and video testimonials captured on location across the US

Us

• Cultivated relationships with high-value prospects, while managing relationships and supporting retention of existing clients• Created and delivered presentations, speaking at nearly a dozen conferences and events annually• Took initiative in expanding role to include marketing communication and design, eliminating dependency on outside design resources and improving quality and performance of marketing collateral and advertising• Close collaboration with web developers to enhance web UI and improve the user experience

Designed and executed bold paid integrated advertising campaign including print, direct and outdoor advertising, yielding considerable earned media coverage and web traffic despite limited budget. Managed outbound communication efforts across multiple channels.

Brand development for startup supported by aggressive PR campaign including media tour which produced relationships and coverage from key journalists. Worked to establish critical vendor relationships through C-level business development.

Santa Clara, Ca, Us

Production of sales enablement resources including collateral development and exhibit management for heavy, international trade show schedule in Electronic Design Automation (EDA) vertical.