Summary
Overview
Work History
Education
Skills
Timeline
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Melanie Wernick Hall

Atlanta

Summary

Strategic and data-driven executive with extensive experience leading high-impact initiatives in sales, marketing, and operations across B2B, B2C, and SaaS industries. Specializes in brand development, lead generation, digital transformation, and team leadership. Proven success in increasing conversions, optimizing marketing budgets, and fostering customer loyalty through omnichannel campaigns. Recognized for aligning marketing strategy with business objectives to achieve measurable growth. Enthusiastic about leveraging emerging technologies like AI to drive innovation and maintain a competitive edge.

Overview

2026
2026
years of professional experience

Work History

VP Marketing

SONS Auto Group
10.2024 - Current
  • Direct marketing strategy and branding across 9 locations/11 brands in Georgia and Alabama.
  • Developed brand positioning and architecture based on customer insights and competitive analysis.
  • Built the marketing function from the ground up—establishing vendor-specific budgets, defining KPIs, and creating reporting frameworks where none previously existed. Achieved a 10% reduction in overall spend while increasing lead volume through integrated campaigns and strategic vendor optimization.
  • Led a full CRM transition and built CRM-aligned marketing cadences to improve engagement, tracking, and sales performance including integration of AI platforms.
  • Developed and launched multimedia campaigns (radio, TV, digital, social) and maximized OEM co-op fund usage.

Platform Director of Marketing

Hennessy Auto Companies
01.2020 - 10.2024
  • Developed a performance marketing team across 11 locations/11 OEM Brands for this privately held automotive group, reporting directly to the CEO. Combination of Lead Gen, Ecomm and Branding.
  • Streamlined marketing operations from 66 outside vendors to an internal marketing team with 10 outside partners. Realigned existing team to meet business goals.
  • Implemented channel metrics, processes and reporting resulting in spend reallocation and cost savings. Reduced CPL and CPA by 20%.
  • Developed the strategy, tested and executed a Customer Data Platform leveraging first party data. Enables triggered events, personalized messaging and actionable segments for retention, demand generation and cross selling across the rooftops (both fixed and variable).
  • Multi-channel Demand Gen focus responsible for Paid, Social, eMail, as well as traditional media.
  • Responsible for all content, data feeds, merchandising and OEM compliance on 18 websites.
  • Implemented agile process for optimization and testing resulting in a lead conversion lift.
  • Ongoing lead analysis including lead source integrations into the CRM. Sources included API feeds, call tracking, site tracking and third-party integrations.
  • Responsible for CSI and Reputation management ensuring OEM payouts and positive customer engagement. Monthly insights delivered to stakeholders resulting in operational improvements.

Sr. Director Marketing

Routematch
2018 - 2020
  • Built and developed a Marketing team through an internal transition reporting directly to the Chairman of the Board. Exceeded all benchmarking and KPIs.
  • Revamped the website with an increase in conversation of 50%. Responsible for all website traffic, conversions and leads.
  • Executed multiple large-scale multi-day events/user conferences with a completely new team including over 60 content tracks.
  • Developed data driven segmentation for Account Based Marketing initiatives and nurturing campaigns.

Head of Omni Marketing

HD Supply
2016 - 2018
  • Managed the Omni Marketing team of 25 marketing professionals for one of the largest industrial distributors in North America. Marketing attribution equated to 30% of the company GSAR.
  • Rolled out the segmentation and 1:1 personalization of customer journey touches: email; paid media; targeted site placements; direct mail; box stuffers; sales and contact centers.
  • Developed cross-functional marketing initiatives aligning Merchants, Sales and Inventory for cross-sell and up-sell leveraging Predictive Analytics.
  • Responsible for all traffic generation to the website (Paid and SEO). Increased Paid Media spend three-fold based on incremental revenue gains.
  • Content curation, deployment and optimization for SEO. Strategy for deployment included: new website areas, CRM, landing pages, paid media and social.
  • Developed and executed a strategy for “Marketing Accounts”, a customer group with no sales rep, resulting in a 10% YoY revenue growth.
  • Exceeded the Incremental revenue goal of $30 million by 60%.

Vice President Marketing

SignUp 4
2012 - 2015
  • Managed Content Creation, Account Management, and Creative & Professional Service departments for this SaaS event management technology company. Accountable for 40% of the company’s overall revenue. Successful exit: SignUp4 was acquired by Cvent, Inc.
  • Developed Brand Positioning, Equities and Messaging for a fresh band experience. Voice of the Brand carried through to all marketing initiatives including a site refresh.
  • Increased client retention by 10%, (approximately $1 million dollars in revenue), within 18 months of initiative rollout.
  • Marketing tech alignment: HubSpot spin-up; Salesforce optimization; Google Analytics site re-tagging; Everstring segmentation. Resulted in increases with both account acquisition and client retention.
  • Reallocated budgets to optimize spend. Resulted in a 20% decrease in cost per lead.

Early Career Experience

Prior Experience
  • Roles included Vice President of Marketing at Vesdia, Vice President of Sales and Marketing at Primedia, National Business Development Manager and Regional Sales Manager positions at Mindspring Enterprises/Earthlink. Started professional career as a Sales Representative for Kerr, a plastics packaging manufacturer.

Vice President of Sales & Marketing

Primedia Now RentPath
01.2000 - 01.2008
  • Responsible for marketing initiatives in the Interactive division. Consistently exceeded forecasts. Managed $15 million dollar budget.
  • Responsible for advertising sales across all company websites including www.apartmentguide.com, www.newhomeguide.com, www.autoguide.com, and www.rentals.com.
  • Increased online sales by 200% with flat traffic over a 3-year period. Added an incremental $750,000 with cross media selling in print publication.
  • Managed all consumer marketing including demand generation, SEO & SEM, CRM, product marketing, email marketing, and social networking (including blogs, forums, video, and viral media).
  • Held the largest P&L responsibility in the Interactive division. Took media spend from over $15 million to less than $5 million with improved results.

Vice President of Interactive Marketing

Vesdia
01.2008 - 01.2009
  • Directed interactive initiatives, consumer engagement, and sales strategies for this merchant-funded-reward loyalty company. Held P&L accountability for 30% of company revenue.
  • Responsible for all elements of the client websites: usability, conversion, basket size, merchant optimization.
  • Created and deployed a new platform with a complete usability and technology overhaul. Multi-channel lifestyle approach to usability to ensure an optimal user experience.

Owner, President

Bloom Strategies
01.2009 - 01.2012
  • Launched a boutique consulting firm. Clients included Vesdia, SignUp4, and Ballistic.
  • Analyzed current sales and marketing processes and developed custom ROI-focused strategic plans. Improved branding and marketing as well as direct response campaigns. Assisted in lead generation for sales.
  • Created and implemented organizational procedures for website optimization and SEO and SEM efforts.

Education

Bachelor of Science - Business Administration, Communication

University of Maine

Skills

  • Lead generation strategies
  • Marketing technology expertise
  • Digital content strategy
  • UI/UX enhancement
  • Cross-channel execution expertise
  • Brand development and strategy

Timeline

VP Marketing

SONS Auto Group
10.2024 - Current

Platform Director of Marketing

Hennessy Auto Companies
01.2020 - 10.2024

Owner, President

Bloom Strategies
01.2009 - 01.2012

Vice President of Interactive Marketing

Vesdia
01.2008 - 01.2009

Vice President of Sales & Marketing

Primedia Now RentPath
01.2000 - 01.2008

Sr. Director Marketing

Routematch
2018 - 2020

Head of Omni Marketing

HD Supply
2016 - 2018

Vice President Marketing

SignUp 4
2012 - 2015

Early Career Experience

Prior Experience

Bachelor of Science - Business Administration, Communication

University of Maine

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Melanie Wernick Hall