Meredith Parmalee
E-Commerce Marketing Expert

Meredith Parmalee

Senior e-commerce digital marketing specialist at Wolverine Worldwide.
Work with Meredith Work with a E-Commerce Marketing Expert

About

Meredith Parmalee is a senior e-commerce digital marketing specialist at Wolverine Worldwide, where she has handled Saucony and Keds brands. She has experience in leading and optimizing campaigns across SEM, paid social, display, and affiliate; creating prospecting and remarketing strategies; managing acquisition marketing programs; developing and executing targeted international email campaigns; as well as designing and implementing reports, dashboards, and presentations. Meredith also worked at Skedaddle and Rue Gilt Groupe.

Employment

4 roles
Jul 2021 - Present 4 years 10 months
Senior E-commerce Digital Marketing Specialist, Saucony
Wolverine Worldwide
  • 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.
Jan 2019 - Jul 2021 2 years 6 months
Senior E-commerce Digital Marketing Specialist, Keds
Wolverine Worldwide
  • 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.
Jun 2018 - Nov 2018 5 months
Skedaddle
Digital Marketing Manager
  • 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%.
Jan 2016 - Jun 2018 2 years 5 months
Digital Marketing Analyst
Rue Gilt Groupe
  • 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.

Education

Sep 2011 - Jun 2015 3 years 9 months
Bachelor of Science in International Business, Marketing
Northeastern University, D’Amore-McKim School of Business