Melanie Edwards
Ann Arbor,MI
Overview
13
13
years of professional experience
Work History
Sr. Ecommerce & Digital Product Manager
OLIPOP
08.2020 - Current
- Control the tech stack, content, launches and integrations for drinkolipop.com
- Responsible for revenue and conversion of the site (including all CRO efforts)
- Manage in-house developer and an agency of developers and UX
- Own the digital experience for all channels including Amazon, Faire and our dropshipping partners
- Create the digital strategy for SEO, affiliate marketing and referral program
- Oversee our subscription program which makes up 75% of drinkolipop.com sales.
Growth Marketer
Purpose.jobs
01.2020 - 08.2020
- Email Marketing - segmentation, sequences, A/B testing
- Content/project management of resources and landing pages
- Managed LinkedIn & Google Ads
- Optimized the website for SEO.
eCommerce Manager & Marketing Specialist
FKA Brands
01.2018 - 01.2020
- Developed roadmap and strategic execution of promotions and campaigns across web and paid media
- Defined referral program strategy and optimized to drive sales and increase site traffic
- Keyword research to drive SEO: develop article pages, content blocks on category pages, etc
- Managed affiliate program
- Asset development: Created shot lists, lead photo shoots and created briefs.
Sr. Interactive Content Manager
Apple Inc. (as Vendor)
01.2017 - 10.2017
- Project team lead for Apple.com search
- Organized and executed a curated search system for over 50 locales
- Owned content management in support of Apple product launches and marketing programs
- Scoped out enhancement ideas and requirements that promote scalability and smart publishing practices.
Sr. Interactive Content Manager/Engineer
Apple Inc. (as Vendor)
07.2016 - 12.2016
- Project team lead for Apple.com search
- Organized and executed a curated search system for over 50 locales
- Owned content management in support of Apple product launches and marketing programs
- Scoped out enhancement ideas and requirements that promote scalability and smart publishing practices.
Sr. Digital Content Manager
TOMS
03.2014 - 06.2016
- Managed team of content producers
- Worked with founder/president and other teams to develop successful brand campaigns
- Responsible for planning, execution, conversion of website content and promotions (a/b testing).
Digital Content Producer
TOMS
09.2010 - 03.2014
- Prepared/managed assets for global ATG platform migration to accommodate responsive design
- Managed site-wide content and promotions for Cyber Monday (largest rev
- Day in history of TOMS).
Education
B.B.A., Information Technology Management -
The University of Michigan, Dearborn
Skills
- Shopify Management
- Project Management
- CRO (Conversion Rate Optimization)
- SEO Optimization
- UAT (User Acceptance Testing
- Ecommerce Roadmap Strategy
Timeline
Sr. Ecommerce & Digital Product Manager
OLIPOP
08.2020 - Current
Growth Marketer
Purpose.jobs
01.2020 - 08.2020
eCommerce Manager & Marketing Specialist
FKA Brands
01.2018 - 01.2020
Sr. Interactive Content Manager
Apple Inc. (as Vendor)
01.2017 - 10.2017
Sr. Interactive Content Manager/Engineer
Apple Inc. (as Vendor)
07.2016 - 12.2016
Sr. Digital Content Manager
TOMS
03.2014 - 06.2016
Digital Content Producer
TOMS
09.2010 - 03.2014
B.B.A., Information Technology Management -
The University of Michigan, Dearborn