VP, Planning & Systems Management
Melissa has more than 15 years experience with advertising, marketing and consumer research experience. A natural problem solver, Melissa has led the charge to automate and simplify the organizations process and operations. By integrating her knowledge of consumer research, digital and traditional advertising, and consumers media habits, Melissa provides valuable insight and support to the buyers and planners on the Tipping Point team, ensuring effective and efficient campaigns run for our clients.
In an earlier role, Melissa led the new business efforts to win The Summit Federal Credit Union’s RFP for Paid Media and Strategy contract. Continuing on as their account manager providing insights and support as their strategic partner, The Summit has looked to Tipping Point to support their strategic planning for the whole organization, not just their paid media efforts. In 2018, Melissa led a Consumer Journey Mapping project including in-depth interviews, phone surveys and both first- and third-party research with the final deliverable of identifying their key client archetypes which has informed both advertising and marketing efforts along with supporting the development of the organization’s product goals and 3 year strategic plan. This was followed in 2019 by a Digital Landscape Review which provided an in-depth review and analysis of their local competition and how best to differentiate themselves.
From 2007-2014 she was an account manager in the Rochester, NY office of a multinational digital agency. Of her many clients, the most meaningful client relationship was working with AAMCO Transmissions and their franchisees. She advised and supported the franchisees on adopting digital advertising with a performance-based approach. Through a combination of a consultation and collaboration, she drove leads and helped the franchisees navigate the ever-increasing speed of changes in their digital advertising.
Before that, she worked at Datamonitor as a project manage rin the consumer-packaged industry. Her experience includes extensive international and domestic market and product research for companies including Lays®, Philip Morris and Kimberly-Clark.
By keeping the client and their goals top-of-mind, Melissa provides exceptional leadership and oversight driving client success.