Melissa Davis
Columbia,TN
Summary
Ecommerce brand manager with expertise in paid search, email marketing, and A/B testing. Known for cross-functional leadership, performance reporting, and campaign optimization that strengthens visibility, customer engagement, and digital sales.
Overview
31
31
years of professional experience
Work History
Brand Manager - Ecommerce and Digital Marketing
kroger
Columbia, Tennessee
12.2019 - Current
- Led ecommerce brand strategy for Kroger digital grocery channels and storefronts.
- Managed paid search, display, and email campaigns across Kroger marketing platforms.
- Created new digital marketing campaigns to promote products and services on various ecommerce platforms.
- Monitored digital performance reports and adjusted brand messaging for Kroger shoppers.
- Reviewed customer insights and loyalty data to shape ecommerce marketing decisions.
- Analyzed market trends, customer requirements and competitive strategy to identify opportunities for increasing customer and business value.
- Developed and implemented brand strategies to increase visibility, engagement, and customer loyalty.
- Coordinated site content updates for product pages, promotions, and seasonal offers.
- Partnered with merchandising, creative, and analytics teams on campaign planning.
- Guided agency partners on campaign timelines, assets, and brand standards.
- Supported cross-functional launches for Kroger digital promotions and omnichannel initiatives.
- Maintained relationships with vendors to ensure timely delivery of materials needed for campaigns.
- Prepared presentations highlighting successes achieved by digital marketing efforts.
- Optimized user interface designs across mobile devices through A and B testing techniques.
- Conducted market research studies to understand customer needs and preferences related to brands within the ecommerce space.
- Analyzed competitors' activities, trends in the industry, and changes in consumer behavior to develop effective brand plans.
- Planned budgets for projects based on estimated costs associated with design elements such as graphics or webpages.
- Oversaw creative direction of multimedia assets used in campaigns including videos or images.
- Evaluated performance metrics such as page views, click-through rates, conversion rates and cost per acquisition for each campaign.
- Monitored online reviews and feedback from customers across social media channels to identify areas of improvement for product offerings.
- Collaborated with team to forecast based on sales and product profitability.
- Developed comprehensive public relations plans in support of product launches and marketing initiatives.
- Developed consumer insights tracking to benchmark awareness and measure effectiveness of marketing initiatives.
- Expanded personnel skill sets by mentoring marketing team both individually and in groups.
- Recommended policy changes to improve marketing tactics and strategies.
- Assessed projects against budgets and timelines, keeping team and assignments on task.
- Created marketing policies and procedures, evaluated and revised to maximize team efforts.
- Supervised creation of marketing materials and collateral.
Walmart Associate
walmart
Cincinnati, Ohio
06.2005 - 11.2007
- Guided Walmart customers to product locations and answered store inquiries to enhance shopping experience.
- Operated cash register and processed Walmart customer transactions.
- Stocked shelves and organized merchandise according to Walmart standards.
- Unloaded freight and moved inventory to sales floor areas.
- Monitored inventory levels and notified supervisors of low stock to ensure product availability.
- Organized product displays in aisles for easy customer navigation. and straightened displays for a clean shopping environment.
Nursing Home Volunteer
ella yost
Cincinnati, Ohio
01.1996 - 01.2004
- Monitored resident health conditions and promptly reported any changes to nursing staff.
- Supported nurse aides in resident care routines and comfort checks, ensuring timely response to residents' needs.
- Delivered emotional support to residents experiencing loneliness or isolation through active listening and meaningful conversation.
- Facilitated meal service for residents at Ella Yost, enhancing dining experience during scheduled hours.
Education
GED -
Barbourville High School
Kentucky05-1984
Skills
- Ecommerce strategy
- Ecommerce management
- Paid search
- Email marketing
- A/B testing
- Marketing analytics
- Performance reporting
- Brand management
- Customer acquisition
- Cross functional leadership
- Strategic thinking
- Analytical problem solving
Timeline
Brand Manager - Ecommerce and Digital Marketing
kroger
12.2019 - Current
Walmart Associate
walmart
06.2005 - 11.2007
Nursing Home Volunteer
ella yost
01.1996 - 01.2004
GED -
Barbourville High School