Meredith Parmalee

• Managed acquisition marketing program for premium athletic footwear and apparel brand, driving over 50% growth YoY.
• Led and optimized campaigns across SEM, paid social, display, and affiliate by setting strategic direction for agency partner, developing integrated plans, managing budgets, and performing in-depth analyses.
• Developed prospecting and remarketing strategies across performance running, trail running, and lifestyle categories.
• Collaborated with creative, brand marketing, and agency teams to ensure optimization via best practices with an eye towards testing and performance.

• Optimally employed $5 million marketing budget across three distinct lifestyle footwear brands to drive qualified site traffic and acquire customers, delivering top and bottom-line growth to the business.
• Managed acquisition performance marketing programs to brand ROAS goals, including paid search, affiliate marketing, display advertising, social advertising, shopping engines, and refer-a-friend.
• Led testing strategy across marketing tactics and consumer experience on-site, including full-funnel analysis of consumer path to conversion.
• Analyzed revenue attribution across four models to further optimize marketing spend and provide cross-channel recommendations.
• Developed and executed paid marketing strategy for PRO-Keds brand, driving +400% revenue growth YoY.

• Led development of digital marketing strategy and management of $500,000 annual budget.
• Built and managed paid search, display, and social campaigns for two distinct products, scaling 7x into 15 metro areas.
• Created and tested new ad copy weekly to constantly optimize CTR on paid search, social, and display campaigns.
• Introduced new digital marketing platforms to grow website traffic and increase brand awareness for a young startup.
• Developed owned email strategy, including successful IP warming campaign and bi-monthly campaigns to drive incremental sales for curated bus trips.
• Managed brand organic social platforms (Instagram, Facebook, and Twitter) and wrote original blog content in line with SEO best practices, growing organic site traffic over 40%.

• Managed paid search and Google Shopping campaigns, introducing optimizations that increased new member acquisition YoY by more than 100%.
• Scoped out testing framework and analyzed results of new paid digital testing initiatives, including Pinterest, mobile app install, and influencer campaigns.
• Forecasted performance measures for customer cohorts that contributed to financial planning for proprietary customer LTV model.
• Designed and implemented reports, dashboards, and presentations for the consumption of executive-level stakeholders.
• Analyzed campaign performance data to identify trends and optimizations across creative, landing experience, and targeting.
• Developed and executed targeted international email campaigns to drive first-time and repeat purchases, collaborating with the cross-functional team across analytics, merchandising, and creative.

Minor in Spanish

Magna Cum Laude