Melanie Fortier

Combining marketing insights and technology to increase your bottom line and generate growth.

About

About me

Strong and respected leader with the unique ability to take insights, align business objectives, and deliver compelling concepts that increase brand awareness, strengthen customer loyalty, and drive business growth.

Wrangler of two bulldogs and an accomplished Senior Marketing Director having managed time sensitive projects, developed overall strategy, led high-performing teams, and maintained partnerships with key stakeholders and senior internal and external management.

If it has to do with marketing, I love it! Extensive combined experience in marketing, graphic and web design, and analytics.

Education

M.S., Internet Marketing

2012-2013
GPA: 3.96

Certification, Graphic &
Web Design

2008-2009

B.A., Journalism/Advertising

1998-2002

GPA: 3.02

Experience

2019-2023
Senior Director of Marketing

Oversaw all areas of seven person marketing team for student safety company including overall strategy, content delivery, PR and media, digital marketing, SEO/SEM, events, product and customer marketing, and KPI reporting.

As the leader of the marketing department contributed to company increase in revenue of +25%
Contributed to 50% of overall new business for company
Led marketing team to structure and plan all aspects of department deliverables for full education year
Oversaw and contributed to the creation of all marketing content (webinars, reports, blogs, podcasts, white papers, collateral, and videos) for both internal and external distribution
Built out marketing stack to accommodate all channels of department’s needs
Built marketing team and partnerships with external consultants
Maintained and managed $605k marketing budget
Migrated gaggle.net from Wordpress hosting to HubSpot CMS to consolidate and house all digital marketing efforts into one platform.
Improved optimized site increased demo requests by 101% with the creation of new opportunities totaling ~$1.8mm.
Partnered with sales leadership for lead scoring process to distribute qualified leads to representatives based on personas and activities.
Passed 1,300+ qualified leads since inception, and exceeded 2022-2023 yearly KPI goal by 19% with $14mm in marketing contributed revenue.
Expanded organic social media presence by introducing Instagram channel and optimizing LinkedIn platform resulting in an increase of followers by 45%, as well as defined strict segmentation on Facebook and Twitter/X
Implemented paid social media to build brand awareness to dedicated audience resulting in 9MM+ video views of customer testimonials.
Activated paid media strategy on Google for brand awareness, competitor differentiation, and general ads via display, text, and retargeting type ads
Introduced geofencing for company hosted events, increased website traffic by 80%
Managed media vendors for proper edtech placements to build brand awareness and lead generation. Design of graphic materials per campaign.
Defined and reported on marketing KPIs based on attribution, origination, sources, and revenue
Created, built, and implemented account based marketing (ABM) program with sales to target unacquired accounts and contribute to growing opportunity values of $100k

Experience

2024-present
Senior Director of Marketing

Sitting member of the company leadership team overseeing all areas of developing marketing team. Responsible for multi-channel strategy for marketing efforts including direct mail, events, analytics, digital marketing, and content.

Introduced paid ads via Google and LinkedIn resulting in over 1.3MM views to targeted audience.
Oversaw coordination of 62 in-person conferences resulting in ~$200k in closed won opportunities.
Contributed to direct mail creation to prospective clients and bringing in a 50.35% ROI.
Implemented automation process for lead capture, non-renewal exit surveys, and company hosted client event registration by collecting all data within Salesforce CRM.

2019-2020
Senior Digital Marketing Manager

Oversaw all digital marketing channels for North America region of global corporate travel business for four brands within the United States, Canada and Mexico. Partnered with Global Digital Leaders and launched global campaigns and coordinated skilled projects.

Launched global automation strategy for nurture, onboarding, and lead generation.
Partnered with sales to develop knowledge library for current and prospecting clients’ use.
Built monthly reporting analytics for leadership review based on digital activities and lead qualification processes.
Launched and oversaw internal webinar program through Go To Webinar platform.
Created global use case for internal webinar practice.
Coordinated and oversaw social media channels for optimization with organic and paid media on industry specifics, internal news and events using social sharing platform Hootsuite.

2016-2019
Senior Manager, Digital Marketing

Implemented marketing automation platform, HubSpot, for all digital marketing efforts, emails, landing pages, blogs, press, social, database segmentation. Trained marketing personnel on areas specific to job responsibilities, captured and analyzed market data using various platforms, prepared reports and presented results to management and sales.

Project managed, built and coded the separation of B2B from the B2C website and redesign of corporate learning vertical–migrated from internal CMS platform to HubSpot. Optimized websites and coordinated implementation of Google AdWords.
Hired and managed team members for marketing coordination, media, content creation, PR and communications, as well as external freelancers.
Analyzed data for business verticals on all things digital including email statistics and revenue growth by marketing lead sources and reported findings to leadership.
Defined industry personas and created automated workflows with specific messaging and content offerings.
Developed Go To Market strategy for Enterprise segment of new partner network division generation.

2013-2016
Senior Marketing Manager

Strategized with director on lead generation efforts for three separate brands to contribute to overall $2.1M sales pipeline goal–resulted in $3.6M to pipeline and $1.5M in actuals mid-year 2016.

Partnered with operations department to create and execute lead flow process to distribute qualified leads to sales representatives.
Oversaw content creation for communication channels - email, landing pages, social media, blog, and website - update website copy as necessary via Wordpress CMS.
Created and launched mini-demo program for qualifying purposes –resulted in $30K in opportunities and $11K in closed won within 1.5-month timeframe.
Built out advocacy program and promoted through various digital channels.
Implemented marketing automation platform, Marketo, and trained operations personnel on use.

2011-2013
Digital Marketing Manager

Partnered with all members of marketing department to distribute digital marketing channels focusing primarily on emails and landing pages.

Assisted in the implementation of HubSpot to align with Salesforce resulting in significant improvements in SEO, lead generation, lead nurture and customer engagement .
HTML email creation and distribution to in-house lists with main focus on segmentations through marketing automation of HubSpot.
Launched event specific campaign via email to 100k+ recipients resulting in 13.1% open rate and 2.5% click through.
Executed consumer reading promotion through emails, Facebook, social media promotions/communications, and PPC advertising resulting in $31k+ revenue in one month.
Lead nurture development through HubSpot and Salesforce workflows to achieve 10,000 qualified leads goal - reached and exceeded by 84%.

2011-previous
All Other Marketing Positions

BROOKLINE BANK | Marketing Specialist | 2007 - 2011
NEWELL RUBBERMAID - LEVOLOR KIRSCH | National Account Specialist | 2006-2007
PIERCE PROMOTIONS | Field Marketing & Traffic Coordinator | 2004-2005
CIANBRO | Admin Assistant | 2003-2004