Summary
Overview
Work History
Education
Skills
Timeline
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Erica Melendez

Pataskala

Summary

Versatile and detail-oriented marketing professional with over 15 years of experience driving results in CRM operations, franchise marketing, and digital campaign execution. Proven expertise in managing large-scale email and direct mail campaigns, performance analysis, and cross-functional collaboration across retail, entertainment, and franchise industries. Skilled at leveraging data insights, improving processes, and delivering impactful marketing initiatives using tools like Salesforce Marketing Cloud and Zeta.

Overview

18
18
years of professional experience

Work History

Enterprise Production Analyst

Vernovis
Powell
04.2025 - Current
  • Manage and execute database list segmentation to support targeted marketing and communication efforts
  • Develop and oversee automated journeys for data cleansing, external communications, and internal notifications
  • Draft, update, and process client contracts and addendums, ensuring accuracy and timeliness
  • Lead onboarding of all new contractors, maintaining full compliance with employment requirements
  • Serve as the primary point of contact for RFPs and vendor management, supporting strategic sourcing initiatives

CRM OPERATIONS ANALYST

BIG LOTS
Columbus
09.2021 - Current
  • Led end-to-end development of promotional, loyalty, rewards, and triggered email campaigns
  • Managed daily email production activities including asset uploads, HTML coding, content creation, testing, and quality assurance, ensuring timely and error-free campaign launches
  • Collaborated with cross-functional teams to align on email calendar, testing strategies, and marketing initiatives
  • Generated weekly reports on email KPIs and creative asset performance, providing actionable insights to stakeholders that improved campaign effectiveness
  • Conducted ad-hoc analysis to support business decision-making and answer key business questions
  • Investigated and resolved customer rewards program issues to enhance customer satisfaction and loyalty
  • Assisted in developing compelling subject line copy and content planning, leading to improved email engagement rates

SENIOR FRANCHISE MARKETING SPECIALIST

STANLEY STEEMER, INT.
Dublin
08.2019 - 09.2021
  • Collaborated with IT and marketing teams to set up franchises for program implementation, resulting in smoother operations and faster rollouts
  • Collaborated with IT and marketing teams to set up franchises for program implementation
  • Analyzed sales trends and provided actionable recommendations, leading to increased sales and profitability
  • Managed local marketing budgets, media allocations, and performance of regional marketing initiatives, optimizing resource use and enhancing campaign effectiveness
  • Ensured the accuracy of email, direct mail, and digital marketing tactics by validating creative and data
  • Created detailed Creative Briefs for owner-requested marketing initiatives and new campaigns, enhancing campaign effectiveness and aligning marketing strategies with franchise goals

OFFER EXPERIENCE ANALYST

L BRANDS - VICTORIA'S SECRET
Reynoldsburg
01.2019 - 08.2019
  • Ensured proper offer details, disclaimers, and barcode generation by managing the setup of offer codes for multiple channels, leading to seamless promotional execution
  • Reviewed and ensured the quality of direct mail, email, and digital creative, ensuring all offers were executed flawlessly
  • Maintained accurate and up-to-date documentation for offers across various media platforms
  • Captured and communicated offer details and updates across teams by participating in planning meetings, facilitating effective cross-team collaboration

DATABASE MARKETING ADMINISTRATOR

HOLLYWOOD CASINO
Columbus
07.2015 - 01.2019
  • Led the execution of direct mail and email campaigns targeting the customer database
  • Created and maintained segmented databases, matrices, and mail files to optimize campaign targeting
  • Managed and generated coupon promo codes and barcodes for all campaign offers
  • Ensured data accuracy by proofreading all art and variable components in marketing materials, reducing errors and enhancing the professionalism of marketing communications
  • Managed player database and oversaw guest accounts for the OCCC Voluntary Exclusion Program, maintaining compliance and improving data integrity

MARKETING ANALYST

CEDAR ENTERPRISES, INC.
Columbus
06.2007 - 07.2015
  • Prepared bi-weekly marketing calendars to ensure proper merchandising placement across stores
  • Compiled sales and product tracking reports for executive team review, facilitating informed decision-making and strategic planning
  • Conducted nationwide market audits and assessed store needs at the local level
  • Coordinated with Wendy's International on the planning and execution of product launches and promotions

Education

Bachelor of Science - Marketing; Transportation & Logistics, History

The Ohio State University
Columbus, OH
03.2007

Skills

  • CRM software proficiency
  • Performance tracking
  • Email Marketing
  • Adaptability and flexibility
  • Process improvement
  • Cross-functional collaboration
  • Quality assurance
  • Time management abilities
  • Multitasking
  • Campaign execution

Timeline

Enterprise Production Analyst

Vernovis
04.2025 - Current

CRM OPERATIONS ANALYST

BIG LOTS
09.2021 - Current

SENIOR FRANCHISE MARKETING SPECIALIST

STANLEY STEEMER, INT.
08.2019 - 09.2021

OFFER EXPERIENCE ANALYST

L BRANDS - VICTORIA'S SECRET
01.2019 - 08.2019

DATABASE MARKETING ADMINISTRATOR

HOLLYWOOD CASINO
07.2015 - 01.2019

MARKETING ANALYST

CEDAR ENTERPRISES, INC.
06.2007 - 07.2015

Bachelor of Science - Marketing; Transportation & Logistics, History

The Ohio State University

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