Branded Content Marketing Strategy, Operations & Partnerships

+Data Driven Marketing Strategist

+Branded Content Strategist

+Marketing Operations Optimizer

+Partnerships Manager (Brands & Creators)

Past Branded Content Partners

“Mel was an amazing partner to work with that truly felt like an extension of my team. She is an amazing resource with her extensive knowledge of the industry, incredible attention to detail and has natural curiosity that fuels her desire to solve problems and come up with innovative solutions.”

— Unilever

Earned, Owned & Paid Media:

Branded Content Strategy & Operations

Brand partnerships: Strategized, produced and launched branded content (entailed data driven audience targeting, creative development, production, SEO optimization, asset cutdown creation for cross platform strategy). Results:

  • 1,300+ pieces of content launched (cross platform)

  • 100+ brand partners to date

  • 1,000+ creator partnerships executed

Verticals: CPG | Fashion | Beauty | Retail | Tech | Music | Entertainment | FinTech

Lululemon

Google Small Business

Hot Topic

Truff

eos

Next Insurance

Church & Dwight: Nair

Wondrium

Purple Carrot

USA Network: The Purge

Vital Farms

Google Chromebook

Discovery+

Unilever: Best Foods

Unilever: Schmidt's

Go-To-Market, Product Marketing Strategy & Operations

Industry Vertical: Online Video

Product: YouTube Branded Content (Ad Solution)

  • Product Messaging and Positioning - Craft messaging, define target audiences, set pricing and define marketing strategy to drive product adoption.

  • Campaign Operations and Workflow Design - Define, simplify and document marketing campaign processes to enable business efficiencies.

  • Team Lead, Training and Playbook Design - Lead content operations team, define process and lead trainings to build team knowledge.

  • AdTech Product Development - Support new advertising product development through marketing execution, UX feedback, optimization and advertiser thought leadership.

  • Creator Marketing - Define marketing strategy, audience segmentation and create marcoms to increase acquisitions.

  • Creator Education - Design workshop content, host and lead onboarding.

Brand, Product
YouTube, YouTube Brand Connect

Results
1. Defined and launched new marketing campaign operations process, and adopted across 50+ marketing campaigns.

2. P&L efficiency +xx% YoY via GTM pricing and audience segmentation strategy.

3. Led creator contracting process implementation and best practice education across a 15+ branded content operations team.

4. Influence integration of new product development within the Google Ads platform.

5. 500+ creators acquired, 6 onboarding workshops completed.

Paid & Owned Media:

Video, SEO, Shopping, Email

Industry Vertical: Retail & eCommerce

Performance driven marketing.

  • A/B testing, creative best practice education and optimization strategies for YouTube paid ads (skippable, non skippable, bumper ads).

  • Analysis and optimization strategy across Google search and Google shopping.

  • Led international lifecycle marketing plan for eBay Commerce Network (strategy, comms, email marketing and SEO).

Brands
Luxottica Group (Ray-Ban, Oakley, Sunglass Hut, LensCrafters), Signet Jewelers (Kay Jewelers, Zales), eBay Commerce Network

Results
1. Enabled CPA efficiencies and audience depth growth x%-xx% QoQ.

2. xx% new enrollments with x% CPA efficiency.

Owned Media:

Marketing & Distribution

Industry Vertical: Entertainment

Owned marketing management and operations of new subscription title and collectible product launches at a national level to drive retail customer sales.

  • DTC Marketing: Managed brand and design for product merchandise displays, banners and TV ad spot scheduling to support title launches.

  • Distribution: Analyzed historical sales data, forecast store sales and allocate retail distribution.

Brand Titles
Marvel Graphic Novels, DC Comics Chess, James Bond Car, StarTrek, Dr Who, EPL Collectible Trading Cards, One Direction Collectible Cards, McLaren, Monsters Inc, Dora the Explorer

Results
1. ~85%+ of issue 1 sales for new title launches.

2. ~7% subs conversion rate for subscription title launches.

Earned & Owned Media:

Event Marketing & Programming

Led the first YouTube AAPI luncheon & panel event, and co-led the YouTube AAPI Community Taskforce.

  • Marketing comms strategy, programming, operations and cross functional partnerships that supported marketing and production of creator facing events.

Company
YouTube

Events
VidCon Creator lounge, YouTube Shorts AAPI heritage month, YouTube Summit, YouTube Luncheon & Panel

Results
1. 65M+ Combined subscribers of creators in attendance.

2.Lift in sentiment across all key creator perception metrics (e.g. ‘YouTube is an essential platform for creator success, I feel inspired as a YouTube creator’ and ‘I feel more connected with the YouTube Creator Community’).