MALISSA MEDINA

Work History

Big Dreams, LLC

Santa Monica, CA

01.2012 - Current

Consultancy focused on helping small businesses define and realize digital business goals.
Develop marketing programs, design, usability, and content strategy for clients across business categories with particular concentration in jewelry and fashion.
Manage and execute email marketing programs for multiple clients with large subscriber bases of 100,000+ utilizing various ESPs.
Shopify partner providing high-quality, hands-on shop development, maintenance and consulting services.

AG Jeans

Remote, California

01.2017 - 12.2019

Managed email marketing program for premium denim and lifestyle brand.
Consulted on best practices for email automation, recommendations and segmentation for subscriber list of 200,000+.
Recommended and conducted A/B testing strategies.
Created and tested responsive email templates.
Managed recommendation engine to optimize and target product upsells and cross-sells in automated emails.
Main point of contact with ESP - Listrak.
Documented automated emails and templates which aided in establishing regular review and update processes. Contributed to effort to re-create automation flows within new ESP.
Initiated transition to new ESP - SFMC. Created journeys and set up email automation.

Dogeared Jewelry

Culver City, CA

01.2008 - 01.2012

Recruited to provide digital leadership to wholesale-focused, off-line retail jewelry brand and establish its website as its Flagship retail store.
Efforts resulted in website becoming a major contributor to company sales - 20% of overall business earnings.
As a member of the Executive Team, provided direct input on overall company strategy; creative, marketing, design, copy, and operations.
Mentored members of off-line business team to grow into customer service, merchandising, and marketing roles to support online business.
Created specifications for site usage, customer data, product and category performance reports.
Collaborated with technical partner to create a proprietary web-based reporting system which allowed access to data to inform sales growth strategies. Contributed to 127% increase in online sales in first year.
Maintained positive growth over three years during an economic downturn that resulted in decreases for most in the business category.
Developed marketing programs - email, search, affiliate, and co-branded partnerships - and established social media strategy.
Launched first blog, Facebook, Twitter, and YouTube profiles.
Based on click path data, designed and documented “filtered search” navigation to surface multiple ways for users to browse and shop a deep and diverse collection of products. This was the first step in a series of efforts to create a more personalized online shopping experience.

Moondancejewelry.com

Santa Monica, CA

01.2007 - 01.2008

Managed operations, maintenance and development.
Responsible for 45% increase in orders.
SEO strategy development.
Coordinated implementation of site updates to improve organic search standings.
Resulting in improved rankings for key search terms.
Led competitive analysis to compare site features and functionality.
Implemented survey to email subscribers which included a premium for participation.
Increased email subscriptions by 20%.

Citysearch.com

West Hollywood, CA

01.2006 - 01.2007

Responsible for complete project lifecycle including scoping and planning, resource assignment, risk assessment, management of development, QA and launch activities.
Ensured quality, on-time deployment of redesign to simplify online merchant self-enroll process increasing monthly enrollment by 25% and monthly revenue by 20%.
Led planning for site redesign to pave the way for community, personalization, and targeting initiatives.
Managed creation and delivery of business requirements from product management team, design iterations with third-party design firm, and work of in-house development team.

DIRECTV

El Segundo, CA

01.2004 - 01.2006

Managed launch of "Video Lounge", a broadband video delivery application which housed and served streaming media clips.
Responsible for strategy, ongoing maintenance and managing content providers and product vendor.
Improved click-thru rate to billable leads by 33% on customer pages with video.
Led production of e-mail newsletter distributed to 2.5 million subscribers monthly.
Managed projects which impacted backend databases and legacy systems.
Gathered information across departments, translated findings into requirements, created timelines, identified resources, coordinated design and editorial, monitored development, and participated in user acceptance testing to ensure all work was completed on time and according to specifications.