Of all my professional achievements, these are my absolute, all-time, high-five-self, tweet-worthy favourites:
- Moved to San Francisco and landed at one of the world's largest and most innovative beauty retailers, SEPHORA.
- Coined the phrase 'Tap to App', which went global... at least in SEPHORA. It's a long story, but a fun one.
- Increased desktop and mWeb conversion rate from 4% to 13% at EnergyAustralia.
- Launched Aussie Farmers Direct's first iOS mobile app. It was not only a huge hit with customers but delivered outstanding business results.
- Grew online to represent 75% of total revenue (from 20%) at Personalised Plates Queensland (PPQ).
- Built PPQ's digital strategy and team... we were a leader in Australia's brand Facebook adoption.
- Developed marketing strategy, value proposition and launch apps, for a mobile commerce start-up.
- Elected to the AIMIA Committee by my peers, helping grow the digital industry in Queensland Australia.
- Vint Cerf ('Father of the Internet') congratulating me on achieving my first $1M month online in 2007.
- Moving from a record company to band management, giving me experience in many facets of the music industry.
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Digital product leadership.
Strategy to execution.
Delivery of impactful new capabilities.
Digital marketing technology.
A passion for continuous improvement.
eCommerce and CRO.
Retention and acquisition.
Best-in-class user experience.
Optimizing customer journeys.
Analytics and insights.
I deliver great customer experiences. For me, it's simple. I help brands and consumers connect and transact by delivering intuitive, relevant and purposeful digital products.
MELANIE ROE
1. A customer-focused, results-driven digital product leader.
2. An Australian residing in the USA.
3. A natural motivator, who enjoys working in digital with a like-minded team
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2016 - 2018
Grew Sephora's high-performing retention email platform. Provided expertise and leadership for innovative new projects.
Delivered high profile project to grow marketing conversion.
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2014 - 2016
Drove the online sales channel for this top-tier energy company. Delivered sales growth, new capabilities, improved customer experience, and successful cross-functional initiatives.
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2012 - 2014
Snr Product Manager, eCommerce
Led the digital strategy for this national online grocery retailer. Delivered and managed initiatives such as a mobile app, customised CMS, offline to online integration, and new brand and sales sites.
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2011 - 2012
Success in my role at this mobile commerce startup included product (app) development, defining the brand's value proposition, research, marketing, go-to-market plans and launch.
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2002 - 2011
Various promotions led to this role in 2008. I managed a team, and all digital solutions including mobile, eCommerce, marketing, search and social, CRM, growth of sales channel and internal platforms.
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2001 - 2002
This role inspired me with the potential of digital, and I never looked back. I developed and published content, and executed SEO and digital marketing strategy, to achieve objectives and targets.
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1997 - 2001
Worked with marketing and sales on releases by artists such as Spice Girls, Radiohead, Blur and Janet Jackson. Was also involved in a local band signing... and went on to manage them for five years.
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"For me, it's really simple. I help brands and consumers connect and transact, by delivering intuitive, relevant and purposeful digital products."
- Me.
Allow me to introduce myself... The digital space and I have been working together for about fifteen years - since before 'google' became a verb - and we've developed quite a bond it seems.
I have a strong background in marketing and love all elements of digital, but am particularly skilled in product management, eCommerce, mobile and creating seamless and purposeful customer journeys.
That's what I'm really passionate about.
Well, that, and... melody, travel, fitness, photography, pop culture, Japanese whiskey, coffee, and the list goes on...