Melissa Erb
Boca Raton,FL
Summary
Strategic thinker and data-driven marketer with a proven track record in building effective B2B campaigns, managing cross-functional teams, and optimizing marketing operations to enhance customer engagement.
Overview
25
25
years of professional experience
Work History
Senior Manager B2B/Database Marketing
Shoes For Crews
01.2008 - 02.2025
- Led team for development of materials including print and digital catalogs, postcards and posters
- Maintained relationships with outside vendors, Cohere One, Epsilon, DCatalog, and printers, including processing invoice, planning and maintaining budget
- Created annual print and promotional schedule based on past performance
- Managed purchase of promotional items
- Developed code for reporting via channel/version giving visibility on performance to increase and maintain positive ROI
- Responsible for all multichannel and ad hoc KPI reporting for all levels of management including board of directors
- Created Tableau reports for sales team to perform analysis by customer on all marketing channels
- Analyzed and classified different formatted data and developed database to perform analysis utilizing promotion codes and data match back giving us performance visibility by channel
- Assisted with the development of CRM system, studied all Marketing tables and assisted with the field selection from multiple data sources
- Wrote data dictionary, table extraction code, flow charts and mapping to new CRM tables
- Created circulation and mail depth strategy, using customer RFM data groupings
- Reducing costs by 20% and increasing rev for B2B by 8% and B2C by 10%
- Developed mailing database, utilizing RFM score for mailing over 160 k B2B and 1 mil B2C customers and rentals
- Selected which customers to send, and versioning based on list segmentations, revenue statistics and circulation plans
- Reduced selection and print order process time by 80%
- Designed and coded reporting for SMS & Email RFM model
- Setup ACS with USPS on all quarterly mailings and designed system for return files to update system and report return mail percentages by return reason
- Maintained Email reporting using Selligent Consumer Intelligence tool
Senior Database Marketing Analyst
DHL
11.2006 - 01.2008
- Support the Database Marketing Team in the targeting of campaign members and in measurement and tracking of ongoing campaigns
- Create Access databases to combine data from disparate sources
- Execute existing Access based reports, identify opportunities to automate/improve measurement systems for reporting metrics, document existing and new processes
- Enhanced reporting database to reduce report run time from approximately 8 hours to 30 minutes, while maintaining all data integrity
- Administer SQL Server for department
- Migrated all Access databases into SQL server platform
- Determine customer segmentation criteria, identify targets and load campaigns
- Set up Plans, Programs, Tactics, Stages and Waves for all ongoing DHL Campaigns using DHL's proprietary Sales Force Automation tool
- Facilitate lead management data activities as required: scrubbing leads for quality, applying suppressions, reformatting data, performing QA steps and identifying opportunities to enhance QA processes
Senior Financial Analyst/Database Development
DHL
12.2004 - 11.2006
- Develop new and redesign existing systems using Access, VBA, for the costing team
- Develop automated multiple linked database system to calculate revenue ton miles, by product type, by day traveled and by means of travel for all products
- The system more accurately costs products
- Design, develop and support automated database for pricing team to price new customers
- New pricing is more exact to show customer profitability after discounts with the ability to enact simulations, current pricing done in Excel
- Assist with development of BRS and SRS for major costing applications
- Responsible for ad hoc data requests from multiple database systems i.e
- Cognos/CARE, Compass, RDW
- Manage monthly loads of Compass database (UNIX system)
- Verify accuracy of data prior to being loaded into CARE development for other department usage
- Designed system for annual updates of line haul cost by Origin/Destination for Ground, Second Day and At-Home products
- Also includes Hub touch methodology for hub costing
Database Developer
NextiraOne Solutions
03.2000 - 11.2004
- Develop process using Oracle Browser 2, PLSQL to link two systems data together to maintain integrity and repair data issues within field software
- Develop reporting software for Management and Logistics with Access frontend and Oracle backend
- Query tables and develop data/reports as necessary for management
- Develop and maintain database for major accounts
- Provided all data and reports to billing and management for major accounts
- Document existing software and develop training documentation including CBTs
- Assist with employee training on data entry practices and software use
- Responsible for management and roll out of software upgrades and communicating with the field on all software changes
- Led cross-functional teams to successfully launch innovative product lines, achieving a 30% increase in market share
- Developed and implemented strategic initiatives that resulted in a 25% reduction in operational costs
- Conducted market analysis to inform decision-making and drive revenue growth, leading to a 20% increase in sales
Education
COMPUTER PROGRAMMING - SQL SERVER ADMINISTRATION
New Horizons Training Center
Sunrise, FLBASIC NETWORKING COMPUTER -
North Lake Junior College
Skills
- SQL
- MS Access
- VBA
- Advanced Excel
- Tableau
- SSIS
- PowerPoint
- Strategic planning
- Cross-functional team coordination
Timeline
Senior Manager B2B/Database Marketing
Shoes For Crews
01.2008 - 02.2025
Senior Database Marketing Analyst
DHL
11.2006 - 01.2008
Senior Financial Analyst/Database Development
DHL
12.2004 - 11.2006
Database Developer
NextiraOne Solutions
03.2000 - 11.2004
COMPUTER PROGRAMMING - SQL SERVER ADMINISTRATION
New Horizons Training Center
BASIC NETWORKING COMPUTER -
North Lake Junior College
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