Melissa Halverson
Brooklyn,NY
Summary
Analytical and customer-obsessed executive responsible for building data-driven and profitable brand, marketing and retention strategies; Gen-Z and Gen Alpha authority with deep knowledge of emerging consumer motivations and behaviors; expert at leveraging the science of marketing for highly creative brands and individuals; and a proven ability to develop highly collaborative teams and strong cross-functional relationships.
Overview
23
23
years of professional experience
Work History
Vice President, Insights, Strategy and Retention
AEO Inc
05.2018 - 10.2024
- Led a 35-person team responsible for all brand strategy, market research, user experience research, loyalty, CRM, email/mobile and database marketing for American Eagle (AE) and Aerie
- Drove brand positioning and end-to-end go-to-market strategy for AE balancing creative and product vision with insights on the target market, customer segments and white space opportunity in fashion/retail to develop brand-right, business-driving and customer-centric cross-channel plans contributing to record market share growth in the jeans category and a return to growth for the brand in 2024 after years of diminishing sales
- Spearheaded market research to inform a wide range of corporate and brand strategies including product evolution, brand equity and strategic investments including the successful launch of a new brand icon for AE, the development of Aerie’s sub-brand OFFLINE, and new product lines
- Led global insights, loyalty and customer marketing teams to +$24M projected annual incremental income through a rigorous learning and testing development agenda
- Developed strong executive, cross-functional and team relationships including the strongest team eSat scores in Marketing
Executive Marketing Director
Conde Nast
01.2011 - 01.2018
- Member of VOGUE’s management team, leading consumer, business and market insights across Vogue’s 10+ channels and touchpoints
- Leveraged variety of data sources to articulate the story of Vogue and its consumers for key stakeholders across the brand and advertisers cementing the brand’s position as the market leader in fashion media
- Regular collaboration with key business functions—editorial, finance, analytics and events/promotion—to translate insights into effective business opportunities
- Project manager on key strategic brand initiatives including acquisition of Style.com and evolution to VOGUE Runway and launch of VOGUE x VICE building new revenue streams to maximize overall brand profitability
Marketing Director
Glamour
01.2008 - 01.2011
- Managed all day-to-day business for the 4-member Marketing team leading brand storytelling for internal stakeholders and partners contributing to all-time high brand revenue
- Created first-to-market consumer credentialing program for key partners like Olay and Pantene which leveraged product testing to deepen credibility of OPM and develop new native marketing storylines
- Led all primary research studies on behalf of the brand and advertisers deepening the knowledge of readers to communicate more authentically and effectively with them
Marketing Manager
Conde Nast Portfolio
01.2006 - 01.2008
- Worked on the brand launch, establishing marketing pitches and research systems
- Conducted premier subscriber study and developed brand sales assets leading to the largest media launch
Marketing Manager
O, The Oprah Magazine
01.2006 - 11.2006
- Managed O’s syndicated research data, including MRI
- Managed O’s reader panel and all proprietary quantitative and qualitative studies
Marketing Manager
The New Yorker
01.2004 - 01.2005
Research Analyst
The New Yorker
01.2002 - 01.2004
Sales Assistant
The New Yorker
01.2002 - 10.2002
Education
B.A. with Honors - Creative Writing and History, Minor Psychology
University of Miami
Skills
- Brand strategy
- Consumer insights
- Critical thinking
- Complex Problem-solving
- Data analysis
- Digital marketing
- Leadership
- Market trends and analysis
- Targeted marketing
Timeline
Vice President, Insights, Strategy and Retention
AEO Inc
05.2018 - 10.2024
Executive Marketing Director
Conde Nast
01.2011 - 01.2018
Marketing Director
Glamour
01.2008 - 01.2011
Marketing Manager
Conde Nast Portfolio
01.2006 - 01.2008
Marketing Manager
O, The Oprah Magazine
01.2006 - 11.2006
Marketing Manager
The New Yorker
01.2004 - 01.2005
Research Analyst
The New Yorker
01.2002 - 01.2004
Sales Assistant
The New Yorker
01.2002 - 10.2002
B.A. with Honors - Creative Writing and History, Minor Psychology
University of Miami