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.
​
Read more...
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
Scroll down
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.
​
Read more...
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.
Read more...
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.
Read more...
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.
Read more...
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.
Read more...
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.
Read more...
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.
Read more...
