Melissa Bang
Edina,MN
Summary
Dynamic eCommerce leader with a history of driving over $18 million in revenue across a multi-brand portfolio. Successfully implemented a consumer-first growth engine that enhanced acquisition and retention through advanced segmentation and personalized experiences. Expertise in aligning marketing, IT, and merchandising teams to accelerate digital transformation and deliver measurable business outcomes.
Overview
14
14
years of professional experience
Work History
Director, eCommerce & Digital Marketing
The Kinetic Group
04.2022 - Current
- Directed enterprise ecommerce and digital strategy for seven brands and two mobile applications, managing end-to-end digital ecosystem.
- Led digital transformation and growth strategy across multi-brand portfolio generating over $18 million in ecommerce revenue.
- Implemented consumer-first growth engine using CDP for advanced segmentation and personalization, driving acquisition and retention.
- Unified retail and direct-to-consumer data through CDP deployment, providing real-time insights for informed marketing decisions.
- Transformed digital capabilities by aligning marketing, IT, and merchandising teams under a cohesive data-driven strategy.
- Developed and executed three-year strategic roadmap to modernize ecommerce operations, leading to enhanced operational effectiveness.
- Established performance-driven KPIs and governance models to monitor and drive digital growth.
Director, eCommerce & Digital Marketing
Rapala VMC
05.2018 - 04.2022
- Scaled revenue by over 27% within one year for Rapala’s U.S. direct-to-consumer business across nine brands and 13,000+ SKUs.
- Led global e-commerce replatforming and experience redesign to enhance conversion rates and operational efficiency.
- Directed P&L responsibility, developing and executing annual growth strategies that aligned with business objectives.
- Institutionalized consumer segmentation and persona frameworks to drive acquisition, engagement, and loyalty.
- Collaborated with global teams to synchronize digital brand and retail strategies, enhancing overall market presence.
- Elevated digital maturity by implementing data-driven decision-making and modern marketing practices, improving strategic insights.
Target Team Account Director
Epsilon – Catapult Marketing
03.2017 - 05.2018
- Directed Johnson & Johnson’s Target business through strategic planning and joint business plans.
- Led multi-client portfolio to deliver integrated marketing and merchandising strategies for Fortune 500 brands.
- Oversaw strategic growth for key enterprise accounts, resulting in substantial revenue growth.
- Scaled Ocean Spray business from $25,000 to over $450,000 by establishing shopper marketing foundations.
- Led agency growth and new business acquisition by directing RFP processes.
- Advanced digital innovation and click-to-brick integration strategies, enhancing client engagement across multiple accounts.
Target Team Account Supervisor / Management Supervisor
Epsilon – Catapult Marketing
03.2012 - 03.2017
- Increased Johnson & Johnson's target business by over 750% with an award-winning marketing program.
- Drove category growth through innovative merchandising and digital integration, resulting in increased sales and market presence.
- Managed multi-million-dollar budgets while strategically advising senior client stakeholders, ensuring alignment with business objectives.
- Executed shopper marketing strategies for brands including Johnson & Johnson, Crayola, Gerber, Keurig, and Mars, enhancing brand visibility and consumer engagement.
Education
Certificate - Web Design & Development
Cornell University
Online07-2022
Bachelor’s Degree - Management
Gustavus Adolphus College
Saint Peter, MN06-2005
Skills
- Ecommerce and omnichannel strategy
- Data-driven marketing
- Customer acquisition strategy
- Digital transformation
- Website optimization
- Lifecycle marketing strategy
- Customer data platforms
- P&L management
- Brand management
- Vendor management
- Cross-functional collaboration
- Strong leader and people developer
Entrepreneurship And Additional Experience
Owner, Rebel Citizen Company, Founded and operate an independent business, applying eCommerce, branding, and digital marketing expertise in a direct-to-consumer environment.
Executive Differentiators
- Proven ability to transform underperforming digital businesses into scalable growth engines
- Deep expertise in data-driven personalization and customer lifecycle strategy
- Experience leading complex, multi-brand portfolios across retail and DTC
- Strong track record of organizational leadership, cross-functional alignment, and change management
Earlier Career Experience
- Account Manager – JMC Retail Group / Pin Jang (Target Account)
- International Sales Manager – Asia Sales & Marketing
- Associate Specialist, Marketing Producer – Target Corporation
- Project Coordinator, Process & Packaging – Target Corporation
- Senior Merchandise Specialist – Target Corporation
Core Leadership Capabilities
- Enterprise eCommerce & Omnichannel Strategy
- P&L Ownership & Revenue Growth
- Digital Transformation & Organizational Change
- Customer Data Platforms (CDP) & Personalization
- UX/UI & Conversion Optimization
- Data-Driven Marketing & Lifecycle Strategy
- Brand Portfolio & Multi-SKU Management
- Strategic Partnerships & Vendor Leadership
- Team Building, Mentorship & Organizational Design
Timeline
Director, eCommerce & Digital Marketing
The Kinetic Group
04.2022 - Current
Director, eCommerce & Digital Marketing
Rapala VMC
05.2018 - 04.2022
Target Team Account Director
Epsilon – Catapult Marketing
03.2017 - 05.2018
Target Team Account Supervisor / Management Supervisor
Epsilon – Catapult Marketing
03.2012 - 03.2017
Certificate - Web Design & Development
Cornell University
Bachelor’s Degree - Management
Gustavus Adolphus College