At Cali's Books, Melissa drove a 155% year-over-year revenue increase by crafting and executing a comprehensive growth marketing strategy. As Head of Growth, she implemented paid media campaigns, streamlined e-commerce operations, and expanded the brand’s influencer and affiliate programs to enhance visibility and customer acquisition. Melissa introduced a data-driven approach to marketing, optimizing campaign performance through robust attribution modeling and creative iteration. She also developed innovative bundle strategies to increase average order value and fostered community engagement by growing the brand’s UGC and creator partnerships. Her leadership not only boosted revenue but also strengthened customer loyalty and positioned Cali's Books as a favorite among parents, educators, and gift-givers seeking high-quality, interactive products. This success highlights her ability to align cross-functional teams, leverage marketing technology, and drive sustained growth for startups.

At OrganiCare, Melissa led the marketing strategy for FemiClear, a line of women’s health products, achieving transformative growth through a combination of empathetic branding and data-driven marketing tactics. She spearheaded a 300% year-over-year increase via email revenue, leveraging segmentation, A/B testing, and personalized messaging to build trust and drive conversions among a sensitive and often underserved customer base. Melissa also optimized paid media campaigns, achieving a 275% ROAS increase on Meta and a 110% ROAS increase on TikTok within just five months. She introduced influencer partnerships that amplified brand awareness, creating authentic connections with audiences and addressing stigmatized topics with sensitivity. Her strategic leadership extended to refreshing the FemiClear brand, from packaging to digital content, ensuring alignment with consumer needs and healthcare regulations. By combining performance marketing with a compassionate approach, Melissa helped position FemiClear as a trusted and effective solution for women, delivering measurable results and long-term brand loyalty.

At TaxSlayer, Melissa drove exceptional results through strategic programmatic advertising and conversion rate optimization (CRO) initiatives. Her programmatic campaigns achieved a 52% reduction in CPA for e-file products and a 113% increase in new customer conversions, contributing to a 62% boost in revenue. Melissa led data-driven optimizations, focusing on high-intent audience targeting to maximize ROI. In parallel, she spearheaded CRO efforts, including strategic A/B testing of landing pages, which resulted in a 35% improvement in conversion rates. To enhance visibility and engagement, Melissa implemented a robust SEO strategy, driving a 28% increase in organic revenue and achieving a 414% rise in first-page keyword rankings. Her collaborative work with cross-functional teams streamlined execution, ensuring all marketing efforts aligned with overarching business goals. These initiatives solidified TaxSlayer’s position as a fintech leader, demonstrating Melissa's expertise in scaling growth through data-backed strategies and innovative marketing techniques.