Grubhub

Reporting into the VP of Loyalty and CRM, I head up the CRM team  of 10 (consisting of marketing operations and marketing strategy).  I’m responsible for email and push strategy and execution.

Marketing tech stack: Braze, Movable Ink, Email on Acid and Persado. 

Agency: Tinuiti

Director of CRM

Boxed

Responsible for strategy and execution of all multi-channel retention marketing programs across email, push, SMS and direct mail with the goal of maximizing customer lifetime value and driving loyalty/repeat purchase.

Director of Customer Retention

Foot Locker

Responsible for customer lifecycle marketing, increasing lifetime value (LTV) and improving overall customer experience. Drive strategy development and implementation for email, direct mail, push and SMS to maximize engagement and revenue growth.

Director of Retention-Foot Locker and Kids Foot Locker

Penguin Random House

-Drive strategy and execution of all corporate consumer-facing email programs to maximize engagement and revenue growth.

-Launched new Rewards program to improve LTV and repeat purchase rate.

-Oversee the email marketing team and ensure their programs are in alignment with the broader email program goals and objectives. Recommend special projects, segmentation strategies, lifecycle campaigns, and optimization and testing efforts to drive performance of marketing KPIs.

-Work with Consumer Marketing, Content, and Campaign leads to develop promotions and initiatives to drive acquisition efforts and ensure lifecycle strategies are in place to activate, nurture, and retain subscribers across all corporate consumer programs.

-Work with Email Operations team to maximize the integrity and effectiveness of the consumer database and in the development of automated, remarketing, and lifecycle programs.

-Collaborate with email marketing and analytics teams to translate metrics into actionable insights for the continued improvement of PRH programs. 

-Monitor and measure email program portfolio and acquisition efforts with an eye on maximizing ROI and CLV.

Director of Email Marketing 

Avis Budget Group

•	Headed up promotional and transactional email marketing program with presentations to 
        senior leadership of insights and findings
•	Launched new SMS and Push Contact Strategy to compliment Email Marketing Strategy and create 
        omni channel customer journeys
•	Tested new offer strategy within behavioral emails to drive 3 Million dollars in 
        incremental revenue
•	Developed email communications and direct mail to support new Loyalty Program to drive repeat 
         purchase rate
•	Oversaw day to day management of two direct reports for Channel Marketing
•	Managed multiple Agency Partners on overall strategy and execution to develop outstanding 
        campaigns
•	Led RFP for new Email Service Provider and negotiated the contract for substantial savings.

Campaign Management and Strategy: Email, Push, SMS and Direct Mail

BMW of North America, LLC

-Led Direct Marketing programs that contributed to BMW finishing number one in sales in the Luxury Automotive category for the first time in their history

-Implemented  Behavioral Targeting online paid media, as well as site mining tool to optimize leads

-Managed multiple external Agency partners to meet creative objectives, timelines and budget requirements

-Revamped Loyalty Stream strategy and creative to increase retention rates

-Implemented new Owner's Return targeted program with multiple touchpoints and over 4,000 Direct Mail versions

-Analyzed monthly reports to discover relationships between existing status and future trends

-Fully versed in competitor offers and campaigns to determine how this impacted BMW campaign positioning, incentives and sales goals

Customer Relationship Management Consultant: Direct Mail and Digital Marketing

KBS (kirshenbaum bond senecal + partners)

-Developed comprehensive strategies for Brand and CRM communications including TV, Print, Radio, DRTV, and Direct Mail
-Managed creative exploratory for new Brand Guidelines, photography and overall look and feel across various communications
-Supervised and mentored junior team of two direct reports
-Evaluated program results and utilized findings to improve future campaign performance
 -Managed Client demands against Client budget while overseeing overall financial management.

Integrated Account Supervisor on Edward Jones

FCB Global

-Managed creative development and production of several TV commercials for multiple Fisher Price products
-Oversaw development of branded Radio NIVEA FOR MEN and Eucerin Brands to compete with larger more recognizable brands
-Crafted new co-promotion opportunity with Cosmopolitan, Lucky and additional publications to introduce NIVEA FOR MEN to women purchasers

Senior Account Executive on Fisher Price and Beiersdorf

-Developed creative materials to launch first non-stimulant drug to treat Attention Deficit Disorder
-Communicated the benefits of the drug via branded and non branded printed collateral

Account Executive on Eli Lily and Alcon

Data driven and creative Marketing leader with extensive experience developing omni-channel campaigns with concentrated expertise in Lifecycle Marketing. Strong background in loyalty/retention strategies. Solutions-oriented marketer who implements smart, innovative programs to elevate global brands and increase both engagement and revenue. Passionate and empathetic people leader with exceptional management skills to mentor and grow junior staff.

Highly skilled in developing email, SMS, Push and Direct Mail customer journeys based on hyper-personalization and persona based segmentation strategies.

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Melanie Ruic's Linkedin Analytics

Melanie Ruic

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Melanie Ruic

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Melanie Ruic's Linkedin Analytics