Summary
Overview
Work History
Education
Skills
Awards
Timeline
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MELISSA YEE

MELISSA YEE

Los Angeles,CA

Summary

Digital media planner with 7+ years of experience predominately in the tech and entertainment industries. Equal parts creative brand strategist and performance marketer. Undaunted by new paths and thrive on big ideas and detail-oriented execution.

Overview

6
6
years of professional experience

Work History

DISPLAY SENIOR MANAGER

CARAT
08.2022 - 10.2023


  • Oversaw two lines of business on Microsoft's B2C business that supported commercial products: AI, D365, and Microsoft Security. In the first campaign for D365, Display exceeded initial forecasts by 25% which secured budgets for future quarters
  • Empowered and managed three direct reports to ensure that they were meeting their career trajectories
  • Authored multiple POVs that challenged the status quo on creative formats and programmatic DSP selections and introduced new partners and A/B testings to media plans


DIRECTOR OF DIGITAL SOLUTIONS

TALON
04.2022 - 07.2022
  • Authored the go-to-market strategy of Talon's proprietary DOOH audience measurement product (ADA) for West Coast clients and worked with the product development team to provide client feedback
  • Presented to C-levels on a biweekly cadence and increased activity in the pipelines by 60% by implementing an outreach tracker


DISPLAY SENIOR MANAGER (Promotion)

CARAT
10.2019 - 04.2022
  • Managed all campaign activations across 26 markets that supported B2C efforts promoting Surface and Xbox products. Expanded audience targeting into prospecting while maintaining lower-funnel KPIs, introduced shoppable and audio formats, and updated global DCO creatives for Surface which increased Display's media spend by 30% YoY
  • Steward strong communication and collaboration between cross-channel, client services, analytics, programmatic, feeds, and ad-ops to ensure campaign strategy and reporting exceeded client objectives and KPIs
  • Promoted from Lead to Senior Manager in July of 2021 and developed leadership skills by being a resource and managing the day-to-day of one Senior Associate

DIGITAL SENIOR ASSOCIATE

OMD
02.2019 - 10.2019
  • Presented and planned tactical recommendations for Showtime's tentpole events (Shameless, Homeland, and The L Word), boxing events, and documentaries managing a quarterly budget of $5MM
  • Took risks with branded editorials and experiential events to reach the target audience of entertainment lovers and won a Webby along the way
  • Supervised the development of two assistant planners by managing their day-to-day and setting up weekly 1:1 calls

DIGITAL ASSOCIATE

WAVEMAKER
01.2018 - 02.2019
  • Created a pacing tracker document to ensure daily pacing goals were met that laddered up to quarterly budgets across all 12 markets for the WWE subscription account
  • Coordinated vendor outreach which resulted in the introduction of one ad-network into the evergreen campaign that exceeded KPIs by 120%
  • Presented in QBRs and weekly client status calls and provided a summary of campaign learnings and recommendations

Education

Bachelor of Arts - International Relations And Affairs

BOSTON UNIVERSITY
Boston, MA
01.2015

Skills

  • Digital Media Planning
  • Campaign Optimizations and Analysis
  • Audience-led Strategy
  • DCO

Awards

Webby Winner; Media and PR Best Branded Editorial Experience 2019 "Showtime's Escape at Dannemora | An Anatomy of a Prison Break"

Timeline

DISPLAY SENIOR MANAGER

CARAT
08.2022 - 10.2023

DIRECTOR OF DIGITAL SOLUTIONS

TALON
04.2022 - 07.2022

DISPLAY SENIOR MANAGER (Promotion)

CARAT
10.2019 - 04.2022

DIGITAL SENIOR ASSOCIATE

OMD
02.2019 - 10.2019

DIGITAL ASSOCIATE

WAVEMAKER
01.2018 - 02.2019

Bachelor of Arts - International Relations And Affairs

BOSTON UNIVERSITY

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MELISSA YEE