Open to opportunities

Melissa McCollough

@melissamccollough

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Strategic marketing leader driving data-led personalization, member engagement, and cross-functional growth.

United States

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What I'm looking for

I seek a mission-driven role leading lifecycle and engagement marketing where I can drive personalization, cross-functional impact, and measurable retention growth.

I am a strategic marketing leader with 15+ years translating customer insight into measurable growth, specializing in lifecycle personalization, stakeholder alignment, and brand positioning. I have led enterprise initiatives—despite manager-level titles—shaping C-suite decisions, launching DEIB programs, and driving UX/UI changes that increased product engagement by 12.68% in under five months.

My experience spans engagement marketing, CRM segmentation, analytics-driven storytelling, and GTM strategy across digital, email, print, and in-store channels. I partner closely with product and content teams to create culturally relevant financial wellness programs, build dashboards to track retention and participation KPIs, and mentor emerging leaders while contributing to industry thought leadership.

Experience

Work history, roles, and key accomplishments

Current

Digital Marketing Manager

Current

Coastal Credit Union

Sep 2018 - Present (7 years 6 months)

Led enterprise-wide lifecycle and personalization marketing, driving over 90% platform adoption and a 12.68% increase in product engagement within five months while shaping long-term brand and growth strategy for executive stakeholders.

Lifecycle Marketing Personalization Email Marketing Segmentation Dashboarding A B Testing

Account Manager

Constant Raving, LLC

Jul 2013 - Sep 2018 (5 years 2 months)

Managed strategic client relationships and integrated planning, increasing upsell opportunities by 20% and reducing vendor overhead by 10% through negotiated terms and cross-functional execution.

Client Relationship Management Account Growth Integrated Campaigns CRM performance reporting Project Management

Social Media Manager

Constant Raving, LLC

Dec 2010 - Jul 2013 (2 years 7 months)

Developed and executed social strategy that grew audience by 25% and engagement by 40% in six months while improving ad ROI and reducing CPC by 20%.

Social Media Strategy Paid Social Content Strategy Audience Growth Analytics Reporting Campaign Optimization

Business Development Specialist

Constant Raving, LLC

Oct 2009 - Dec 2010 (1 year 2 months)

Exceeded monthly targets by 20% with a 15% conversion rate through targeted outbound initiatives and maintained CRM accuracy to improve lead tracking and follow-up effectiveness.

Business Development Lead Generation CRM Management Prospecting Conversion Optimization Research Sales Outreach Reporting

Education

Degrees, certifications, and relevant coursework

Miami University

Bachelor of Science, Finance & International Business

Completed a Bachelor of Science with majors in Finance and International Business, focusing on foundational finance principles and global business practices.