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Hello!
Here's a little bit about me and what I do.
My name is Melanie, and I’m an energetic, creative marketing professional who finds hard work is fun when you enjoy what you do. I have been in marketing, branding and communication positions for well over a decade. I enjoy collaborating on projects and finding innovative solutions to problems.
I am great at building relationships and love working as part of a skilled team to support business goals and brand integrity.
The best part of marketing is getting to tell meaningful stories through copy, content and analytics. The part of the process I look forward to the most is moving a piece of content into design. I appreciate the creative process and limitless options for presenting data in a visually compelling way. I also enjoy monitoring, analyzing ad performance data and figuring out where to make adjustments to get the best results.
Marketing is a dynamic field. No two days ever feel the same and the landscape is continually changing. For example, the rise of digital marketing and social media advertising has changed the game and made projects more exciting and challenging.
ON A PERSONAL NOTE
I love to write, travel, explore, meet new people and learn new skills. I also enjoy running and old black and white movies. I recently took a trip to Texas' Big Bend National Park and if you want to see rugged beauty at its best, you need to go! Other travels have included England, Costa Rica, South Africa and Scotland. I can't wait to plan my next trip!
I adore bright colors and animals - especially dogs. My husband and I have four Chihuahua-mix furballs (or maybe I should say "fireballs") at home that always keep us smiling.
WHY IS THERE A BIRD ON MY LOGO?
I am not your average bird! ;-) But seriously, I like birds and bird-watching. I find House Wrens to be very entertaining. This tiny bird's big personality, energetic singing and constant foraging, make them fun to watch. They are friendly, industrious, determined and good communicators. If I apply their enterprising spirit and strong attitude to my own world, I can face anything that comes my way!
My Recognitions
Educational Advertising Awards
2020 Silver Winner
For the newspaper advertising series associated with The Defining Moment Comprehensive Campaign.
Collegiate Advertising Awards
2019 Gold Winner
For the newspaper advertising series associated with The Defining Moment Comprehensive Campaign.
Collegiate Advertising Awards
2019 Silver Winner
For Advancement Phonathon Fall Kickoff postcard to alumni.
American Marketing Association San Antonio Chapter
2018 and 2019 Second-place Winner
Higher Education Advertising for The Defining Moment Comprehensive Campaign
Marketing Excellence Award
2020 Second-place Winner
2020 Third-place Winner
Higher Education graduate program "Spring Sprint" digital advertising campaign
Higher Education Advertising for The Defining Moment Comprehensive Campaign
My Education
Master of Arts in Communications
St. Mary's University
Bachelor of Arts in Communications and Journalism
Angelo State University
July 2020 - July 2021
Google Ads Display Certification
July 2020 - July 2021
Google Ads Search Certification
Jan. 2021 - TBD
Actively pursuing: Online Marketing Certified Professional (OMCP)
My Experience
As a communications and marketing professional, I’ve had the opportunity to hold a variety of roles throughout the years. Take a look below to learn more about my background and expertise.
USAA - Sr. Marketing Manager
July 2021 - present
Lead the creation, facilitation and execution of complex marketing campaigns across multiple channels including media, direct, sponsorships and digital.
Collaborate and develop partnerships with various internal and external resources to develop and deliver marketing communications for go-to-market plans, integrated tactical plans, project plans, milestone schedules, and/or creative strategy.
Director of Marketing at St. Mary's University
July 2015 - July 2021
Manage and coordinate the University’s advertising program and marketing messages; oversee the coordination of concept, design and placement
Develop and manage University branding and marketing strategies
Ensure strong relationships with other administrative and academic units so marketing and brand image goals can be achieved
Assistant Director, Marketing
Dec. 2014 - July 2015
Assist with creative ideas and copywriting for internal and external print and electronic communications, especially those targeted to alumni, donors and the public
Assist with maintaining the overall approved University style standards for logo usage, writing and graphics
Develop and implement processes for reviewing and approving marketing materials for brand consistency
Port of Seattle - Project Manager, Branding Implementation and Awareness
March 2014 - Dec. 2014
Responsible for ensuring the Port’s brand across multiple locations for both internal and external communications and developing ways to manage exceptions and resolve uncertainty pertaining to brand elements
Engage with division and departmental leaders to promote the brand, generate support within divisions for its application and seek ways in which its application can support business needs in a cost efficient manner
Manage the Port of Seattle brand assets and guidelines, set style standards
Responsible for implementing and maintaining the Port of Seattle’s brand identity, developing a brand strategy, policy framework and governance board, and defining a visual identity (including look and feel, tone and brand hierarchy)
Serve as the subject-matter-expert on the brand and its applications. Engage with individuals using branding on a frequent basis to answer questions, identify issues and create engagement in helping with the application of the brand; oversee production of brand-compliant products
Hire external vendors as appropriate to implement the brand, develop budgets and goals for these vendors and manage their work for the Port
Communications program and project oversight on advertising and marketing campaigns
Other positions held at the Port of Seattle:
Parking Advertising and Marketing Manager (stretch assignment)
Project Manager - Digital Strategy (stretch assignment)
Portfolio
My portfolio showcases a handful of my projects. Take a look to get a sense of my skills and experience. To learn more about a specific project, feel free to contact me directly.
Articles written for Gold & Blue Magazine
During my time at St. Mary's University, I had the honor of meeting, interviewing and telling the story of many successful and amazing alums.
Video Projects
Print Ads and Projects
Playbill - Blue (Rattler) Man Group
Print Ad
This was an ad for the Playbill program used at the Majestic Theatre in San Antonio for the Blue Man Group's Broadway performance. Rattler Man (St. Mary's University's mascot) was depicted as the popular threesome within the ad. The colorful splatters of paint are similar in style to the energetic performance by the group. Overall, it was a fun piece meant to build brand and make theatre patrons smile.