Melinda Russell
Charlotte,NC
Summary
Accomplished Digital Marketing Executive with 10+ years' background in developing and managing online marketing campaigns, brand imaging and website development/Ecommerce. Bringing sharp business acumen and acute market sense with history of success identifying and capitalizing on new opportunities. Strong track record of exceeding lead generation goals.
Overview
9
9
years of professional experience
Work History
Director of Digital Marketing
Windstream
Charlotte, NC
09.2019 - Current
- High-performing senior director, well-versed in lead generation through omni-channel digital strategies and campaign oversight
- Optimized website exposure by analyzing search engine patterns to direct online placement of keywords or other content.
- Directed traffic growth strategies, SEO, content distribution, email marketing and trackbacks, resulting in 75% growth in organic visitors.
- Led PPC initiative that resulted in increase of 28% in sales, as recognized in recent Google Case Study
- Efficiently built a robust lead generation strategy, resulting in 37% increase in E-commerce carts and 50% in inside lead generation
- Proven track record of success in collecting and analyzing campaign data and adjusting strategies to deliver maximum return on investment
- Adept at building, mentoring, and leading team of seven marketing representatives across social media, content marketing, and performance marketing departments to meet company’s diverse mission and business unit goals
- Developed digital marketing strategies by studying economic indicators, tracking changes in supply and demand, identifying customers and monitoring competition.
Senior Digital Business Development Manager
Curvature
Charlotte, NC
03.2019 - 09.2019
- Coordinated innovative strategies to accomplish marketing objectives and boost long-term profitability
- Evaluated new business opportunities to develop clear and competitive scope approaches, timelines, and project budget
- Proven track record of success in leading and directly managing team of 15 business development representatives
- Led and managed SalesForce launch that resulted in 50% increase in KPIs
- Developed, refined, and facilitated business strategies for multiple sales & marketing campaigns
- Collaborated with external SalesForce team to optimize new platform for a global launch
Senior Digital Compliance Manager
Red Ventures
Fort Mill, SC
02.2013 - 01.2019
- Progressive senior digital compliance manager accountable for providing accurate compliance advice and managing regulatory risk effectively
- Proactively ensured IT framework was optimized and technology organized to be at the forefront of the organization both internally and with the company’s external partners
- Stayed up to date and leveraged technology for continuous process improvement for the digital compliance team’s suite of tools and resources
- Provided day-to-day leadership as well as skill development to the team of compliance associates in the areas of marketing, IT, and risk management related to digital compliance
- Effectively orchestrated the successful launch of six brand websites, including related social and paid search
- Identified potential gaps and issues and proposed solutions to address as well as mitigate potential compliance risks
- Collaborated cross-functionally to audit infrastructure and ensure compliance with applicable policies, procedures, and regulatory requirements, simultaneously minimizing risks
- Significantly increased conversion rates by introducing scheduled targeted email marketing programs
- Received international request from the partner CCO and COO to utilize created process across all external vendors scheduled targeted email marketing programs
- Used influence, relationship building as well as insight skills in collaboration with the external vendors while working on digital campaigns which contributed to 200% growth of the brand portfolio.
Education
Asheville-Buncombe Technical College
Skills
- Omni-Channel digital strategies
- Partner relationship management
- Demand Generation
- SEO and content marketing
- Google Analytics
- E-commerce
- SaaS
- Team Management
- PPC Campaigns
- B2C & B2B strategies
- Social media campaigns
- Website Development
Timeline
Director of Digital Marketing
Windstream
09.2019 - Current
Senior Digital Business Development Manager
Curvature
03.2019 - 09.2019
Senior Digital Compliance Manager
Red Ventures
02.2013 - 01.2019
Asheville-Buncombe Technical College