MELANIE RUIC
Cedar Grove,NJ
Summary
High-achieving Marketing Director offering over 12 years of progressive experience in CRM (email, SMS, push, in app marketing and direct mail). Strategic decision maker and operational problem solver. Develops successful cross-channel programs that drive company growth. Passionate people leader, highly skilled at mentoring and developing junior staff.
Overview
19
19
years of professional experience
Work History
Director of CRM
Grubhub
11.2022 - 05.2024
- Led CRM strategy and operations for email, push and in app marketing, managing a high performing team of 12 and partnering with product/engineering, analytics, Brand, Loyalty partners to generate growth.
- Leveraged data analytics insights via A/B and AI testing to drive campaign optimizations resulting in a 23% lift in engagement year over year.
- Increased the development and execution velocity for personalized trigger-based campaigns by 20%.
- Optimized staff performance by designing comprehensive training programs tailored to individual needs (for example improvement in business writing skills).
- Managed comprehensive marketing tech stack: Braze, Movable Ink and Persado.
- Acted as the subject matter expert on creative design and life cycle marketing for all email and digital materials.
- Cultivated a positive work environment that fostered employee engagement, increased retention rates, and boosted overall team morale.
Director of Customer Retention
Boxed
05.2022 - 09.2022
- Developed large scale email marketing and mobile test and learn strategies to drive profitable growth.
- Mentored and managed a team of 4 direct reports.
- Constructed highly relevant and personalized customer journeys to delight customers and foster loyalty.
- Collaborated and worked closely with teams across the organization (merchandising, analytics, creative, finance) to drive alignment and determine key priorities.
- Re-imagined a new and improved loyalty program to maximize repeat purchase and AOV.
Director of Retention
Foot Locker Inc.
03.2021 - 05.2022
- Developed customer strategy for Foot Locker and Kids Foot Locker across email, SMS, Push and direct mail to optimize CLTV and drive repeat purchase.
- Maximized email channel performance through personalization, audience segmentation, cadence and messaging strategy.
- Leveraged and tested loyalty promotions and incentives to drive higher AOV and 2nd purchase.
- Managed relationships and budgets associated with key partners, leveraging marketing technologies to drive program results.
- Led team of 3 email marketers, including interviewing and hiring new team members.
- Collaborated effectively across multi-functional teams (Brand, Product, Loyalty, Analytics, Creative) to determine key priorities and ensure timely activations.
Director of Email Marketing
Penguin Random House
05.2017 - 02.2021
- Through constant A/B and multivariate testing, drove strategy and execution of all corporate consumer-facing email programs to maximize engagement and revenue growth.
- Provided strong leadership and mentorship to four direct reports to ensure their programs were in alignment with program goals and objectives.
- Launched new customer loyalty program to create stickier relationships with high value customers to increase CLTV by 29%.
- Leveraged customer insights, audience modeling, 3rd party data, social and website data to establish automated customer journeys and drive deeper personalization and incremental revenue.
- Liaised with senior leaders across organization to fully merchandise and build awareness of digital campaign activity and relevant learnings.
- Collaborated with analytics teams to translate metrics into actionable insights for continued improvement of PRH email programs.
Senior Campaign Marketing Manager
Avis, Budget and Payless Brands- Avis Budget Group
01.2015 - 05.2017
- Deep understanding of all aspects of email marketing including business strategy, creative development, deliverability, testing and optimization, database segmentation, data analytics, mobile optimization and CAN SPAM.
- Management of promotional and transactional email marketing program with presentations to senior leadership of insights and findings.
- Launched SMS and Push Contact Strategy to compliment Email Marketing Strategy.
- Tested new offer strategy within transactional emails to drive 10 Million dollars in incremental revenue.
- Improved open and click through rate by 50% via engagement segmentation testing.
- Oversaw day to day management of two direct reports for Channel Marketing.
- Managed multiple Agency Partners on overall strategy and execution to develop outstanding campaigns.
- Led RFP for new Email Service Provider and negotiated contract for substantial savings.
Campaign Optimization Manager
Avis Budget Group
06.2012 - 12.2014
- Edited and revised all marketing content to guarantee highest quality of writing.
- Launched segmented Abandoned Shopping Cart campaign to drive $2 Million in incremental revenue.
- Educated all internal groups on new industry trends and tools.
- Oversaw high level content calendar to drive user engagement and conversion.
CRM Marketing Consultant
Acquisition and Loyalty/Retention- BMW of North America
08.2010 - 02.2012
- Managed and executed email, digital advertising and direct mail programs that resulted in BMW finishing number one in Luxury Automotive Sales (2012).
- Revamped 36 month Loyalty stream to increase retention rates through key offers, message and incentives.
- Oversaw dealer email and direct mail portal for ad hoc dealer communications.
- Wrote creative and engaging briefs for internal and external agencies.
Account Supervisor
Dotglu/Kirshenbaum Bond + Partners
08.2005 - 12.2007
- Developed comprehensive strategies for all Direct Response and Brand communications including: Email, Direct Mail, TV, DRTV, Print, Outdoor and Radio to drive acquisition and loyalty.
- Managed creative exploratory of new Brand Guidelines, photography and overall look and feel across all communications.
- Supervised and mentored two direct reports in all day to day activities.
- Evaluated program results and utilized findings to improve future campaign performance via refined messages.
Education
Bachelor of Arts - Communications
Rutgers College
New Brunswick, NJ1998
Timeline
Director of CRM
Grubhub
11.2022 - 05.2024
Director of Customer Retention
Boxed
05.2022 - 09.2022
Director of Retention
Foot Locker Inc.
03.2021 - 05.2022
Director of Email Marketing
Penguin Random House
05.2017 - 02.2021
Senior Campaign Marketing Manager
Avis, Budget and Payless Brands- Avis Budget Group
01.2015 - 05.2017
Campaign Optimization Manager
Avis Budget Group
06.2012 - 12.2014
CRM Marketing Consultant
Acquisition and Loyalty/Retention- BMW of North America
08.2010 - 02.2012
Account Supervisor
Dotglu/Kirshenbaum Bond + Partners
08.2005 - 12.2007
Bachelor of Arts - Communications
Rutgers College