Melanie Campbell
Wellesley Hills,MA
Summary
Successful results-driven marketing executive with 20+ years of experience leading innovative marketing strategies to deliver strong customer engagement and exceed business objectives.
Overview
21
21
years of professional experience
Work History
Household Executive
Campbell Family
Wellesley Hills, MA
10.2020 - Current
- Organize household schedules, financial planning and childhood enrichment activities
AVP, Director of Performance Marketing
The TJX Companies Inc., - T.J.Maxx & Marshalls
Framingham, MA
03.2020 - 10.2020
- Lead and developed performance marketing team consisting of 13 digital marketing experts to achieve aggressive digital growth goals and consistently improve ROAS.
- Identified core business KPIs, developed dashboard and reported marketing performance to senior executive board on weekly basis.
- Partnered with finance to set profitable ROAS target and optimized paid digital budget leveraging search, shopping, remarketing, affiliate, programmatic and other digital channels to improve profitability.
- Established SEO roadmap and launched new platform (Conductor) to optimize site content experience and drive incremental traffic.
- Oversaw email & app acquisition and engagement campaigns to drive customer loyalty and life-time value.
- Collaborated with merchandising, brand marketing, website operations, IT, and creative to deliver impactful content marketing strategies that generate results.
- Ambassador for digital marketing across organization, providing educational best practices sessions, thought leadership on digital trends and evolving media landscape.
AVP, Director of Media & Digital Marketing
The TJX Companies, Inc. - T.J.Maxx
Framingham, MA
04.2018 - 03.2020
- Member of the executive team responsible for selecting & on-boarding full service media agency to manage $250M+ media spending across all TJX family of brands.
- Lead $60M+ T.J.Maxx full funnel media investment strategy across TV, radio, digital, social, email, app, mobile & SEO.
- Fostered deep relationships with high profile media partners such as NBC, Disney, Facebook & Google to maximize investments and gain value.
- Launched Maxx 50 influencer marketing campaign across YouTube, Instagram, and Facebook that drove above industry benchmarks lifts in shopping consideration.
- Leveraged Media Mix Modeling to identify marketing channels impact on total business sales and optimized to drive incremental sales.
- Collaborated with VPs and HR on organizational vision to support growth of digital and multi-channel strategy within organization.
- Emerging Leaders team sponsor for creating voice technology strategy.
AVP, Director of Digital Marketing
The TJX Companies, Inc. - Tjmaxx.com & Sierra.com
Framingham, MA
04.2017 - 04.2018
- Identified marketing efficiencies and cost savings to support both tjmaxx.com and sierra.com eCommerce businesses.
- Consolidated affiliate marketing program to universal platform and brought to in-house management.
- Transitioned to new email service provider for enhanced personalization and behavioral targeting capabilities.
- Partnered with database marketing team on DSP roadmap and launched programmatic marketing campaigns.
AVP, Director of E-Marketing (e-Commerce)
The TJX Companies, Inc. - Tjmaxx.com
Framingham, MA
06.2012 - 04.2017
- Head of marketing for tjmaxx.com (eComm) reporting directly to president of tjmaxx.com digital.
- Established digital marketing organization vision and developed talent from ground up to 13 digital marketing experts with annual team development opportunities.
- Launched and accelerated growth of tjmaxx.com ecommerce website through email, search, affiliate, social, shopping, in-store and broadcast channels.
- Created lifecycle email marketing strategy and implemented new platforms to deliver personalization and drive increased conversion rate.
- Led agency RFP to identify digital media agency to support digital business.
- Launched affiliate marketing within off-price model.
- Developed forecasting tool to support business in identifying traffic expectations and sales goals.
- Partnered with merchandising on key items & trends to support development of impactful content marketing calendar.
Manager of Interactive Marketing
The TJX Companies, Inc.
Framingham, MA
04.2010 - 06.2012
- Established brands on social media and partnered with Global Communications on governance strategy to monitor and improve company reputation and brand image.
- Managed all digital channels and initiated brands to leverage new media channels such as local Twitter, YouTube partnerships, and Snapchat.
Interactive Marketing Manager - HomeGoods
The TJX Companies, Inc.
Framingham, MA
07.2007 - 04.2010
- Managed HomeGoods email & blog strategy, blogger recruitment, relationships, and content development.
Associate Marketing Director
Digitas (Publicis Modem Media)
San Francisco, CA
04.2006 - 01.2007
Marketing Manager
Digitas (Publicis Modem Media)
San Francisco, CA
03.2005 - 04.2006
Media Supervisor
Digitas (Publicis Modem Media)
San Francisco, CA
10.2003 - 03.2005
Online Media Planner
Euro RSCG Circle.com
Boston, MA
05.2000 - 10.2003
Education
Bachelor of Science - Marketing
Boston College
Chestnut Hill, MA05.1998
Skills
- Strategic Integrated Marketing
- E-Commerce Marketing
- Marketing Analytics
- Relationship Building
- Social Media Best Practices
- SEO Strategy & Execution
- Digital Media
- Team Leadership & Development
- Content Marketing
- Email & App Marketing
- Sales Forecasting
- Agency Management
Accomplishments
- 2018 Working Mom of the Year, She Runs It
- 2018 TJX Emerging Leaders Sponsor
- 2017 Cohasset Triathlon Finisher
- 2014 Boston Marathon Finisher - UMass Krystle Campbell Scholarship Foundation
- 2001 MITX Rising Media Star
- 1997 Division 1 Diving Team Captain
- 1994 Level 9 USA Gymnastics, NJ State Champion
Timeline
Household Executive
Campbell Family
10.2020 - Current
AVP, Director of Performance Marketing
The TJX Companies Inc., - T.J.Maxx & Marshalls
03.2020 - 10.2020
AVP, Director of Media & Digital Marketing
The TJX Companies, Inc. - T.J.Maxx
04.2018 - 03.2020
AVP, Director of Digital Marketing
The TJX Companies, Inc. - Tjmaxx.com & Sierra.com
04.2017 - 04.2018
AVP, Director of E-Marketing (e-Commerce)
The TJX Companies, Inc. - Tjmaxx.com
06.2012 - 04.2017
Manager of Interactive Marketing
The TJX Companies, Inc.
04.2010 - 06.2012
Interactive Marketing Manager - HomeGoods
The TJX Companies, Inc.
07.2007 - 04.2010
Associate Marketing Director
Digitas (Publicis Modem Media)
04.2006 - 01.2007
Marketing Manager
Digitas (Publicis Modem Media)
03.2005 - 04.2006
Media Supervisor
Digitas (Publicis Modem Media)
10.2003 - 03.2005
Online Media Planner
Euro RSCG Circle.com
05.2000 - 10.2003
Bachelor of Science - Marketing
Boston College