Melissa Marcello
Senior Communications, Marketing + Brand Stategist
Surry,ME
Summary
Dynamic Maine-based consultant and CMO specializing in communications strategy, storytelling, and integrated marketing. Expertise in brand management and stakeholder engagement, driving earned media, thought leadership, and reputation management. Proven track record of delivering measurable results in heart and mindshare.
Overview
2027
2027
years of professional experience
Work History
Remote Fractional CMO + Consultant
Self-employed
Surry, Maine
01.2021 - Current
- Consulted with senior leadership on institutional goals in strategic partnerships and marketing, and co-created strategies for achieving them.
- Developed comprehensive marketing playbooks for organizations to enhance brand visibility and engagement.
- Refined nomenclature for brand alignment and developed brand builders + busters training materials to support team understanding.
- Designed innovative digital (earned + paid) campaigns that leveraged social media platforms to engage customers and prospects.
- Developed multifaceted marketing campaigns across various social, digital, print, and broadcast media platforms.
- Conducted stakeholder research to initiate marcomm SWOT analysis for strategic insights and for message development.
- Oversaw budget allocation for marketing initiatives, ensuring effective resource utilization.
Nonprofit Executive Search, Reference Specialist
Isaacson, Miller
Boston, Massachusetts
2021 - Current
- Conduct in-depth interviews with C-suite and other senior leaders of nonprofits + higher education institutions.
- Develop interview protocol, build rapport, and ask informative questions about top-tier candidates.
- Collaborate with search teams on elite professional searches.
- Write clear and compelling reports and summaries for clients that aid in hiring decisions.
Associate Vice President (started as a Director)
Champlain College
Burlington, Vermont
10.2014 - 01.2021
- Co-created strategic planning initiatives for online academic programs and institutional growth that tripled enrollment.
- Led cross-functional teams in marketing communications, workforce development partnerships, admissions, and finance to enhance collaboration and drive enrollment growth for Champlain College Online.
- Oversaw Champlain College Online's external communications, public relations, and marketing efforts, and served as chief spokesperson with broadcast + print media.
- Developed compelling student and CCO stories that connected the brand to the hopes + aspirations of adult learners.
- Oversaw budget allocations for the $19M online college and resource optimization.
- Fostered strategic partnerships with community organizations, the State of Vermont, and Federal government entities to advance workforce development initiatives.
- Managed crisis situations by implementing contingency plans, ensuring continuity of operations during disruptions.
Associate Dean of Enrollment Management
Norwich University
Northfield, Vermont
09.2010 - 10.2014
- Engaged with senior leaders, alumni, and other stakeholders to create unified messaging and brand architecture.
- Developed in-house capacity and built a strong team focused on research, marketing, and admissions.
- Oversaw international graduate program marketing and admissions vendor and mentored their team.
- Made the case for and led the rebranding of the online college.
- Led the development and build of a new website, including the storytelling, content mapping strategy, SEO, calls to action, and UX.
- Increased website leads fivefold.
Consultant
Pursuant, Inc.
Washington, DC
02.2002 - 10.2014
- Served as a trusted advisor to nonprofit (e.g., Action for Healthy Kids, Kaiser Permanente), government (e.g., CMS, NIH, USDA), trade association (DMI, AASLD), and corporate clients (e.g., Bayer, Orafti, Campbell's Soup, Unilever).
- Served as a client and company spokesperson for print + broadcast media, and at national conferences.
- Developed data-driven strategies for brand positioning, stakeholder messaging, thought leadership, product ideation, and crisis communication.
- Designed qualitative and quantitative research protocols, surveys, and questionnaires to gather actionable insights that drove communication and business strategies.
- Collaborated with clients' cross-functional teams and industry partners to align research objectives with communication and business goals.
Vice President
Weber Shandwick, SWR Worldwide
Washington, DC
06.2000 - 03.2002
- Recruited from graduate school to bring analytical strategies to a bipartisan polling firm.
- Led reputation management research and communication strategy, enhancing public perception for federal government, nonprofit, and corporate clients.
- Assisted CDC, USDA, and other agencies in crafting data-driven messaging and communication strategies for animal disease outbreaks and social marketing campaigns, improving public awareness and response.
- Conducted competitor research, shaped communication, and key messaging opportunities for several international nonprofits and national trade organizations.
- Oversaw and mentored small research team, fostering skill development and enhancing overall team output.
Education
PhD Coursework (Two Years) - Sociology: Survey Research + Civic Engagement
University of Wisconsin, Madison
Madison, WIMaster of Science - Sociology
Purdue University
West Lafayette, INBachelor of Science - Interdisciplinary Social Sciences
University of South Florida
Tampa, FLSkills
- Communications strategy
- Corporate storytelling
- Brand messaging management
- Traditional Digital marketing
- Marketing UX research
- Internal communications
- Stakeholder engagement
- Community relations
- Reputation management
- Media relations
Community Service
- Member of the Surry Economic + Community Development Committee (Town of Surry)
- Healthy Peninsula, Board Member
- Launched the Surry Children's Backpack Program Online Auction (Town of Surry)
- Summer in Surry: Art + Craft Show, Co-Organizer
- State of Vermont, Adult Education Working Group Member (Presidential appointment)
- Docent at John F. Kennedy Center for the Performing Arts
- VP of Education for the International Association of Business Communicators (IABC), DC Metro Chapter
Timeline
Remote Fractional CMO + Consultant
Self-employed
01.2021 - Current
Associate Vice President (started as a Director)
Champlain College
10.2014 - 01.2021
Associate Dean of Enrollment Management
Norwich University
09.2010 - 10.2014
Consultant
Pursuant, Inc.
02.2002 - 10.2014
Vice President
Weber Shandwick, SWR Worldwide
06.2000 - 03.2002
Nonprofit Executive Search, Reference Specialist
Isaacson, Miller
2021 - Current
PhD Coursework (Two Years) - Sociology: Survey Research + Civic Engagement
University of Wisconsin, Madison
Master of Science - Sociology
Purdue University
Bachelor of Science - Interdisciplinary Social Sciences
University of South Florida